Fisher College of Business, The Ohio State University
BUS M&L 751: Managerial Marketing
Winter 2010
Instructor: Vasu Unnava, Ph. D Classroom: SB 305
Office: 313 Fisher Hall Email:
Telephone: 292-3212 URL: Carmen.osu.edu
Office Hours: By Appointment and Special Hours before EXAMS
Required Text
Text: Strategic Market Management, by David A. Aaker, 8th edition (2007), John Wiley and Sons.
Cases: Marketing Mistakes & Successes, by Robert H. Hartley, 11th edition (2009), John Wiley and Sons.
Supplementary Course Material
All other course materials such as class slides or information on assignments will be made available on CARMEN or given out in the class.
Course Objectives
Managerial Marketing focuses on developing the strategic skills necessary to run a successful business and make key decisions, esp. marketing decisions, which drive success. This course will prepare you to work as a key team member of an interdisciplinary or marketing team within a larger organization. You will develop skills that will allow you to evaluate the business, make recommendation, and execute upon those plans to drive the business.
As a result of this class, you will be better prepared to:
1. Understand the considerations that go into a variety of corporate and marketing decisions
2. Understand and use many of the terms and business models commonly employed today
3. Formulate well-defined action plans and execute to achieve business goals
Class Format: Lectures and Discussion
We will use the case format to study companies across a variety of industries and their very real-life problems, actions taken, and outcomes. With the case format, we will focus each class on a particular case and an in-depth discussion of that case.
Students are responsible for the readings assigned chapters in both books. Reading the cases (Hartley) prior to class will be essential to productive discussion and effective class participation. Reading the Aaker book chapters will be necessary and should be done prior to the relevant class as listed on the syllabus. Refer to discussion questions and online notes prior to class.
The main benefit of this class is in developing a strategic perspective to solving problems and making business/marketing decisions. Lectures will focus on main topics from the book and a typical class session will involve lecture, case study discussions, and group activities.
Course Evaluation
Your grades will be evaluated as follows:
1. Marketing Plan Group Project
Part I: Market Analysis and Strategy 15%
Report
Part II: Market Analysis and Strategy
Oral Presentation, two parts
Informal and 5%
Formal 10%
Part III: Peer evaluation of your work 4%
Part IV: Board’s Evaluation on your project 3%
Part V: Evaluation of your function in a Board 3%
Group Project Total 40%
2. EXAM I and EXAM II 50% (25% each)
3. Class Participation 10%
TOTAL 100%
Re-grading requests will be accepted in writing within 1 week of receipt of the grade.
Grading Scale
The grading scale will be utilized for the final grade is as follows:
Grade Grade
A = 93-100 % C = 73-76 %
A- = 90-92 % C- = 70-72 %
B+ = 88-89 % D+ = 66-69%
B = 83-87 % D = 63-65 %
B- = 80-82 % D- = 60-62%
C+ = 77-79 % E = below 60%
Strategic Marketing Plan Project: Strategic Marketing Plan project allows you to apply what you learn in this course to a practical problem. Your team will create and present a marketing plan. You will form a team of four to six students and you can form your teams, and if you have less than four members, you can inform others to join your team. Your team will select an organization to study, analyze and formulate a marketing strategy for an actual business. You can choose a large, medium or small organization. For example, you can choose an organization such as Nationwide, Cardinal, Cincinnati Bengals, Apple, UPS, Adidas, Sony, Chipotle, Netflix, Blockbuster, Fisher College, Amazon, ebay, skype, etc., or any local company where you are currently working. The market plan for the selected organization has the following deliverables: a report and two presentations. You will be judged on both the content of the information, analysis, and proposals and on the effectiveness of the communication, both oral and written. Information on project guidelines will be posted on CARMEN.
Executive Committee Participation – you will serve (with your group) as the executive committee evaluating another group’s presentation. You will be expected to review the material ahead of time and prepare pertinent questions/comments in response to their presentation. You will be judged on the relevance and insight of your questions and comments. This is an opportunity to show your mastery of strategic marketing and to help others show their ability to think and communicate on their feet.
Peer Evaluation – each team member will use a survey to evaluate the input and participation of other team members. Though minor disputes should be worked out among group members, consistent failure to perform will influence your overall grade.
3. Class Participation:
Class participation is a very important factor in making your classroom experience productive. Your ability to gain knowledge in the course and actively contribute to classroom discussions is dependent on your attendance during class sessions. Students will be considered absent if they miss more than first 10 minutes of the class. Class sessions are most interesting when everyone participates.
While consistent attendance is expected, it is participation and not just attendance that will contribute to your grade. Class participation will be judged not only on quantity (how many times you contribute) but also on the quality of contributions in terms of thoughtful, reasoned input that is relevant and incorporates material from lectures and reading assignments Questions should be asked to seek clarification, but simple questions do not constitute participation. The most important components of class participations are coming to the class having read assigned chapters and actively participating in the discussions, esp. case discussions. Please note, you will be able to participate during lectures and case discussions. The following guidelines will be used to evaluate class participation:
10 points: Consistent leader in the classroom. Always prepared and initiates classroom discussions. Comments contain examples, and are focused and integrative of lectures, book materials, news articles, examples from current events, work or personal experience etc.
8 points: Quality participation, responds to questions or comments in the class.
6 points: Occasional contributions to class room discussions and gives responses to questions.
4 points: Answers questions and infrequent contributions or comments on the subject matter.
2 points: Attends regularly, but rarely participates.
PLEASE NOTE: You will make notes on a participation sheet of your contribution, including some specifics from your comments to help me remember them. Include your name on the top of the sheet and turn in at the end of the class. You are solely responsible for filling out this sheet and turning it in at the end of class to get credit for participation. Late submissions will NOT be accepted. Class participation days are listed in the course OUTLINE (pages 6 and 7).
FIRST BONUS OPPORTUNITY:
You can earn one bonus point (1%) when you will turn in a sheet with information about you and your picture by Jan 11, 2010 (Monday, third class).
FISHER COLLEGE OF BUSINESS, THE OHIO STATE UNIVERSITY
BUS M&L 751: Managerial Marketing
B. IMPORTANT NOTES
Important Notes
· All exam dates, project presentation dates, class participation dates and assigned reading due dates are included in the Course Outline. Please make note of these dates and plan your quarter accordingly. If you are unable to attend a class, please notify me by email unless it is an emergency. With a valid written excuse (medical excuse for illness), missed quizzes will be dealt with on an individual basis. There may be a points penalty for taking exam late; therefore, avoid this. Without a valid written excuse, missed exams will be recorded as zero pints. There will be no accommodation for missing presentations. A medical reason for absence in more than 2 consecutive classes needs to be supported by a letter from health care provider.
· You are encouraged to ask questions by email and/or set up an appointment. Emails will not be counted as class participation. Questions will be answered by return email, during a one-on-one meeting, or during the next class session. At any time, you are encouraged to set up an appointment for one-on-one assistance.
· Please let me know if you have a disability and need accommodations to make the learning environment more effective. Also, let me know if you are a client of Student Disability Services and need accommodations.
· You are responsible for everything that takes place in class, including changes to assignments or schedules, whether you are present or not. If you must miss class, please arrange with a classmate to share notes.
· Please come to class on time. Late arrivals may cause a deduction of points from your final grade. Turn off your cell phones and pagers before you come to class. Do not take calls in class. Do not use your PDA or wear head phones while class is being conducted. They cause the class to become distracted from the main issues. If students are found using cell phone or texting, points will be deducted from their overall grade. Do not engage in side conversations as they cause distractions to the class.
· Any changes to the syllabus will be posted online and discussed in class. You are responsible for following the most recent syllabus.
ACADEMIC INTEGRITY (ACADEMIC MISCONDUCT)
Academic integrity is essential to maintaining an environment that fosters excellence in teaching, research, and other educational and scholarly activities. Thus, The Ohio State University and the Committee on Academic Misconduct (COAM) expect that all students have read and understand the University’s Code of Student Conduct, and that all students will complete all academic and scholarly assignments with fairness and honesty. Students must recognize that failure to follow the rules and guidelines established in the University’s Code of Student Conduct and this syllabus may constitute “Academic Misconduct.”
The Ohio State University’s Code of Student Conduct (Section 3335-23-04) defines academic misconduct as: “Any activity that tends to compromise the academic integrity of the University, or subvert the educational process.” Examples of academic misconduct include (but are not limited to) plagiarism, collusion (unauthorized collaboration), copying the work of another student, and possession of unauthorized materials during an examination. Ignorance of the University’s Code of Student Conduct is never considered an “excuse” for academic misconduct, so I recommend that you review the Code of Student Conduct and, specifically, the sections dealing with academic misconduct.
If I suspect that a student has committed academic misconduct in this course, I am obligated by University Rules to report my suspicions to the Committee on Academic Misconduct. If COAM determines that you have violated the University’s Code of Student Conduct (i.e., committed academic misconduct), the sanctions for the misconduct could include a failing grade in this course and suspension or dismissal from the University.
If you have any questions about the above policy or what constitutes academic misconduct in this course, please contact me.
Other sources of information on academic misconduct (integrity) to which you can refer include:
· The Committee on Academic Misconduct web pages (oaa.osu.edu/coam/home.html)
· Ten Suggestions for Preserving Academic Integrity (oaa.osu.edu/coam/ten-suggestions.html)
· Eight Cardinal Rules of Academic Integrity (www.northwestern.edu/uacc/8cards.html)
BUS M&L 751 Course Outline* Winter 2010 (Pages 6 and 7)
Topics are from Aaker and Cases are from Hartley
No. / Wk. / Date / Topic / Aaker Ch. / HartleyCh. / Assignments
1 / 1-1 / 1-4 M / Syllabus Review and Course Overview
External And Customer Analysis / 1 & 2
2 / 1-2 / 1-6 W / Competitor Analysis
Case: Cola Wars: Coca-Cola vs. PepsiCo / 3 / 5 / CP1
3 / 2-1 / 1-11 M / Market/Submarket Analysis
Case: Airliner Wars: Boeing vs. Airbus / 4 / 7 / Bio Sheet Due
4 / 2-2 / 1- 13 W / Environmental Analysis and Strategic Uncertainty
Discussion of Strategic Marketing Plan
Assignment / 5
5 / 3-2 / 1-20 W / Environmental Analysis and Strategic Uncertainty (Contd.), Case: FORD / 5 / 23 / CP2
6 / 4-1 / 1-25 M / Internal Analysis
Case: McDonald’s: Rebirth Through Moderation / 6 / 8 / Project Proposal sheet with Member’s list
By 1:30PM
7 / 4-2 / 1-27 W / Creating Advantage, Synergy, and Strategic Philosophies
Case: Kmart/Sears Merger / 7 / 17 / CP3
8 / 5-1 / 2-1 M / Alternative Value Propositions
Case: Southwest Airlines / 8 / 18
9 / 5-2 / 2-3 W / EXAM I / 1-8 / 5,7,23 &17
*Note: Subject to change. Please check the information on CARMEN for updates to syllabus, lecture slides, announcements, or files
(Continued in the next PAGE)
BUS M&L 751 Course Outline* Winter 2010 (Pages 6 and 7)
Topics are from Aaker and Cases are from Hartley
No. / Wk. / Date / Topic / Aaker Ch. / HartleyCh. / Assignments
10 / 6-1 / 2-8 M / Building and Managing Brand Equity
Case: Harley-Davidson / 9 / 9
11 / 6-2 / 2-10 W / Energizing the Business
Case: Nike / 10 / 19 / CP4
12 / 7-1 / 2-15 M / Project Workshop during the class
13 / 7-2 / 2-17 W / Leveraging the Business
Case: Euro Disney / 11 / 15 / CP5
14 / 8-1 / 2-22 M / Creating New Businesses
Case: Boston Beer / 12 / 4 / CP6
15 / 8-2 / 2- 24 W / Setting Priorities for Businesses and Brands
Case: Newell Rubbermaid: / 14 / 14
16 / 9-1 / 3-1 M / EXAM II / 9-12, 14 / 9,19,15,4,14
17 / 9-2 / 3-3 W / Project Workshop during the class
18 / 10-1 / 3-8 M / Project Presentations
Executive Committee Questions / Peer Evaluation &
Board Evaluations Due
19 / 10-2 / 3-10 W / Project Presentations
Executive Committee Questions / Peer Evaluation &
Board Evaluations
Due
20 / 11-1 / 3-17 W / Strategic Marketing Report Due
Turn in at 500, Fisher Hall before 1:30PM / Report Due
By 1:30 PM
*Note: Subject to change. Please check the information on CARMEN for updates to syllabus, lecture slides, announcements, or files.
Unnava, Vasu BUS M&L 751: Managerial Marketing, Page 1 Winter 2010