Download Sejong University Sejong-Syracuse MBA Program Fall 2013, 1st

Sejong University
Sejong-Syracuse MBA Program
Fall 2013, 1st Term
Marketing Management
Course Syllabus
Introduction
Welcome to the study of Marketing! This course is a required core course in the Sejong Syracuse MBA
program, signifying that it covers a subject area basic to all effective management and mandated of all
students in the field. At the same time, it is an area in which you all have experience and
knowledge. You have been faced, individually and in your family groups, with purchasing/consuming
decisions almost all of your life; and you are well aware of the processes used by sellers to inform you of
their products/services and to convince you of the value they provide. You have, especially, become
aware of advertising, one of the major functions of marketing; and you may have participated yourself in
some level of marketing research involved in new product development or evaluation. Most of you
regularly host entrepreneurial ideas, and these inevitably demand market evaluation and marketing
planning.
Marketing is a relatively new field in the realm of management, appearing first in the post industrial
revolution era when entrepreneurs determined that mass production required mass distribution to
consumers and geographic areas not immediately accessible and known to them. Effective "distribution"
of products required, ultimately, advertising, consumer research, consistent pricing, retail/wholesale
distribution channels, and products which in themselves were designed with not one consumer in mind,
but with application to the mass market. Consideration of these forces gave rise to "marketing," and
ultimately the 4 P's so well known by students. More fully conceptualized, marketing became
the connection/channel to customer markets and the field which is involved in the design, pricing,
promotion, and distribution of the products and services which customers want/need and which match
the core and distinctive competencies of the producers and the societal norms for culturally and ethically
acceptable commerce. Marketing, generally, hinges on the free enterprise system and competitive
market places.
Our course this term introduces you to this vast field and seeks to equip you with the basic approaches to
developing marketing programs. Such development requires both a clear and valid knowledge of
consumer needs and market behavior (not always easily gained) and a workable configuration of
marketing tools to reach those consumers. Well conceived products may fail due to poor advertising,
channel selection, or pricing; while ineffective products may flourish because aggressive control of
marketing tactics--hence the conundrum which faces marketers (which is it: conception or
execution?). Marketing can with equal force be applied to products and services, to for-profit and notfor-profit enterprises, and to people/ideas/concepts as well as tangible items. And it may not end with
sale--marketing continues in after-sales service, brand development, and in research about the trends
and technologies which will shape the provider and the user in the future.
You will indeed find marketing a broad field, and it is filled with potential for opinion and creativity. It is
perhaps as much a "concept" or "perspective" as it is a "field. But, however you come to define it, it is a
central force in effective management and a key learning area for managers in both developed and
developing economies. As you work with our materials, you will find many cases/examples; and
given your lifelong involvement in marketing, much will be familiar. You will become comfortable in
sharing and shaping and criticizing; and you should come to see the principles which may help you grow
in competency and correctness in your decision making. And further, this will be a field in which you can
share your policy/social responsibilities convictions. The field is replete with concerns for ethical
treatment of consumers, with environmental problems, with cultural nuances, and with problems of
materialism and corporate dominance. It is equally important that you develop your perspectives in
these areas as it is that you do sales-generating programs.
In all, a diverse, growing, challenging, creative, ebullient, troubling, and delightful field. My hope is that
you find for yourself a way of taming, focusing, and evaluating this very necessary dimension of human
activity. We should have some good discussions.
Instructor
Your instructor/facilitator for this study will be Professor Ted Wallin, Emeritus Professor at the Whitman
School of Management at Syracuse University, lecturer at several Asian universities, and Professor/Co
Dean of the Graduate School of Business at Sejong University. He is found in Room 401 and can be
reached at 3408 3992, or via [email protected], or [email protected]. He is available before and after
class each week and by arrangement at your convenience for other appointments/meetings. He is eager
to be accessed to help you in any way.
Class Hours
Our class will meet regularly throughout this term in Room 429, from Sept 2 to Oct 26 except for public
holidays (Sept 19, Oct3 for this class). The class will meet on Thursday evening from 7 to 10 pm and on
Saturday afternoon from 9 to 12 pm. Check the notice board for any changes in location or schedule.
Class Materials
The following book is available for your purchase and use in our class: McDaniel, Lamb,
Hair, Introduction to Marketing, Twelfth Edition, International Student Edition, Southwestern/Cengage,
2013. The book will be used extensively in class, so it will be valuable for you to have access to a
copy. The book contains extensive guidance for the business plan you will be constructing. The syllabus
is keyed to this edition of the book, so use care if you have an earlier edition. Class powerpoint notes will
be posted online for your reference and available for purchase.
Course Requirements
(a) Readings and Class Participation. You will be asked to keep up with the text readings and to
participate as fully as possible in class discussion. Your assignments should be submitted on time and
should observe all university rules of style, documentation, and plagiarism. Your questions and special
interests are of prime concern; make sure that your teacher can address them so as to enrich your
learning experience. Every effort will be made in class to incorporate relevant examples so as to clarify
the concepts presented. If you experience any personal difficulty in readings, attendance, and class
assignments, let Professor Wallin know in order that accommodation may be considered. Keep an eye on
your environment to note marketing issues and developments; we will look for your sharing those in class.
(b) Team Work. You will be asked to assemble into small teams (3 or 4 people each) in order to
complete two major team assignments. Team formation should, generally, be completed by Saturday,
Sept. 7.
1. Presentation in class of one of the cases from your text (10 to 15 minutes total) so as to enrich
the learning environment for all of our students. Your team should choose one of the following cases for
presentation (generally in rough order of the appearance of the case in the text; specific dates will be
determined):
Starbucks, p, 127
CamelBak, p 266
Terracycle, p 381
MinuteClinic, p, 440
Dell, p, 528
BurgerKing, p 646
Gatorade, p 830
If additional/alternative cases are needed, they will be announced. The end of case questions will
provide a guideline/direction for your analysis and presentation. No written report is required; submit
only any power point slides you use. Cases may be claimed for presentation by teams on a first
come/first serve basis as soon as teams are formed.
2. Preparation of a Marketing plan. A marketing plan represents a strategic attempt to design a
proposed successful marketing plan for a product, concept, service, or person. You will be asked to
prepare a written marketing plan for a product of your choosing, generally to be unveiled in Korea
(though you may select another country/area, if you desire). Generally your product idea should be
new/original and not related to a project you have already worked on or observed in your company or in
a previous class. With permission, you might propose a revised/expanded/alternative marketing plan for
an existing product. Note that your effort will focus on marketing; you may assume the feasibility of
production and finance for the project. You would present specific plans for each of the 4P's relevant to
your case. The marketing plan is described in detail in chapter 2 of your text; an example is given in the
text; (Appendix A) and at the end of each chapter there are guidelines for applying that chapter to your
developing plan. (See “Marketing Plan Exercise”) There is no length requirement for the project, but
generally you should be specific and succinct, aiming at about 10 pages, plus relevant appendices. You
may be asked for a brief presentation of your plan in one of our last classes. The written report should
be submitted by Oct 28.
In grading the team projects will comprise 50% of your grade (20% for the case and 30% for the
marketing plan). You will be asked to complete a team performance review to submit with the final
written report.
(c) Individual work. The following will be asked of you individually:
1. Completion of eight individual problems/cases/papers from the following list (your choice). Four
of them will be due on Oct 5; the balance will be submitted with your final report on Oct 28.
Disney, p. 51
HARMONIX, p. 21
Ethics exercise, p. 49
Application exercise, p. 50
Application Exercise, p. 82
Product Red, p. 82
Ethics Exercise, p. 126
Ethics Exercise, p. 175
NFL, p.176
Method, p.178
Ethics Exercise, p. 300
Application exercise, questions 1 and 2, p. 348
Red Lobster, p.349
Coke Zero, p. 302
Application exercise, p. 380
FOUR LOKO, p 353
Nintendo, p.412
Application exercise (list only 10 products), p. 412
Kodak, p.442
PRESTIGE, p 445
Mcafee, p.444
Application exercise 2, p. 606
Ethics exercise, p. 480
6PM.com, p768
LAPDANCE, p 686
HBO, p 606
Ethics, p 644
Lyons, p 834
Application exercise, p. 830
PETCO.com, p 800
WALMART, p 764
Ethics exercise, p. 799
Personal Perspective: Write a short essay on a concern or interest you have in marketing, which you
believe will influence the future of the field.
Time Warner, p.482
Sephora, p.483
Nord Strom, p.570
HBO, p.606
Apple, p.724
Acid+All, p.726
American Airlines, p.769
Yellow Tail, p.685
CVS, p.833
Many choices! You should be able to find those which build your knowledge and match your interest. If
there are still problems, let your teacher know. The individual input in total will be evaluated at 50% of
your overall grade.
Extra Credit
If you wish to complete more than eight of the individual assignments, by Oct 28, you may do so. Like
the original papers, these should be complete and generally each consist of about 2 to 3 pages. For each
completed extra credit you can earn an extra plus (+) on a previous individual assignment (ie, if your
previous paper is B, it becomes B+; if B+, it becomes A).
Reading Assignments
Our readings will be focused on the textbook you have acquired; additional handouts may be
used. Attempt to read the assigned chapters prior to the class meetings of the week.
Week 1 (Sep 2) Chapters 1, 2
Week 2 (Sep 9) Chapters 3, 4, 5
Week 3 (Sep 16) Chapters 6, 7, 8
Week 4 (Sep 23) Chapters 9, 10, 11
Week 5 (Sep 30) Chapters 12, 13, 14
Week 6 (Oct 7) Chapters 15, 16, 17
Week 7 (Oct 14) Chapters 18, 19
Week 8 (Oct 21) Chapters 20, 21, 22
Academic integrity is the pursuit of scholarly activity free from any form of dishonesty. Academic
dishonesty includes (but not limited to) cheating on exams, assisting in acts of academic dishonesty by
others, unauthorized prior possession of exams, theft of exams, tampering with the academic work of
other students, and plagiarism. (Plagiarism is : making use of other people’s ideas, words, creative works,
and expressions without giving credit or otherwise listing the source of the information. Plagiarism is
stealing. Plagiarism is also misrepresentation, and includes handing in someone else’s work, ideas, or
answers as your own. Regardless of whether it happens accidentally through sloppy research or on
purpose through unethical behavior, it is plagiarism and the person plagiarizing will be held accountable.
Process of reporting, reviewing and resolving cases is included in School of Business Academic Integrity
Policy.