Fisher College of Business, The Ohio State University
BUS M&L 751: Managerial Marketing
WINTER 2012
Instructor: Vasu Unnava, Ph. D 11:30AM@SH305, 1:30PM@SH315, 3:30PM@SH215
Office: 313 Fisher Hall Email:
Telephone: 292-3212 URL: Carmen.osu.edu
Office Hours: By Appointment and Special Hours before EXAMS and Project Work
Required Text
1. Strategic Market Management, by David A. Aaker, 9th edition (2011), John Wiley and Sons,
ISBN-13: 978-0-470-31724-2
2. Marketing Mistakes & Successes, by Robert H. Hartley, 11th edition, John Wiley and Sons, ISBN-13: 978-0-470-16981-0
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. EXAM I and EXAM II 50% (25% each)
2. Best two Quizzes out of Three 10% (5% each)
3. Group Project: Marketing Plan 40%
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 5%
Part IV: Board’s Evaluation on your project 4%
Part V: Evaluation of your function in a Board 1%
Group Project Total 40%
TOTAL 100%
Re-grading requests will be accepted in writing (not email) 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 = 94-100 % 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%
1. EXAM I and EXAM II (25% each):
There will be two exams during the quarter. The dates for exams are given in the syllabus. Questions will come from the cases, lectures, speakers (if any), and textbook topics. You are permitted to use a ONE DOUBLE-SIDE, 8 ½” x 11” sheet of paper with notes, definitions, etc. in exams. There will be approximately 50 multiple choice questions in each exam.
2. Quizzes (Best two out of three, 5% each): 10% overall grade:
There will be three quizzes during the quarter. The dates for quizzes are given in the syllabus. Questions will come from the cases, lectures, speakers (if any), and textbook topics. You are permitted to use a ONE DOUBLE-SIDE, 8 ½” x 11” sheet of paper with notes, definitions, etc. in quizzes. There will be approximately10 multiple choice questions in each quiz.
During exams or quizzes, questions will be discouraged, unless a typo or some other mistake makes a clarification necessary. During exams, only pen, pencil, eraser, calculator, and your one-page notes are allowed to be left on the table. All other materials and cell phones must be put away and cell phones silenced.
2. Group Project: Strategic Marketing Plan (40%)
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, UPS, Adidas, Sony, Chipotle, Netflix, Blockbuster, Fisher College, Amazon, ebay, skype, etc., or any local company where you are currently working. DO NOT choose firms listed in our case book (Hartley).The market plan for the selected organization should have 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. You will find information on project guidelines 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.
IMPORTANT NOTE On Due Dates and Timings: You will find closing times on CARMEN drop boxes for Youtube links, peer evaluations and report submissions. Please check CARMEN news items regularly for updates on the course.
Please turn in the last page (page 9) of syllabus document with information about you and your picture by Jan 10, 2012, (Thursday) and submit before class starts. This will help me in evaluations. This is NOT CARMEN drop box submission as I would like to have a picture. Do NOT email the form to the instructor. Late submissions do not get credit.
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 exams 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 portable electronic devices 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)
BUS M&L 751 Course Outline* Winter 2012 (Pages 6 and 7)
Topics are from Aaker and Cases are from Hartley
No. / Wk. / Date / Topic / Aaker Ch. / HartleyCh. / Assignments
1 / 1-1 / 1/3 T / Syllabus Review and Course Overview / 1
2 / 1-2 / 1/5 R / External And Customer Analysis
Case: INTEL-CARMEN / 2
3 / 2-1 / 1/10 T / Competitor Analysis
Case: Cola Wars: Coca-Cola vs. Pepsi / 3 / 5 / .Bio Sheet Due
4 / 2-2 / 1/12 R / Market/Submarket Analysis
Case: Airliner Wars: Boeing vs. Airbus / 4 / 7 / .In class
Quiz 1
(Ch 1-3, Cases: INTEL and 5)
5 / 3-1 / 1/17 T / Discussion of Strategic Marketing Plan
Assignment
6 / 3-2 / 1/19 R / TBD
7 / 4-1 / 1/24 T / Environmental Analysis and Strategic Uncertainty, Case: FORD / 5 / 23 / . Project Member List
8 / 4-2 / 1/26 R / Internal Analysis
Case: McDonald’s / 6 / 8
9 / 5-1 / 1/31 T / Creating Advantage, Synergy, and Strategic Philosophies
Case: Kmart/Sears Merger / 7 / 17 / .In Class Quiz 2
(Ch. 5 & 6,
Cases: 23 & 8)
10 / 5-2 / 2/2 R / Alternative Value Propositions
Case: Southwest Airlines / 8 / 18
11 / 6-1 / 2/7 R / EXAM I / 1-8 / INTEL, 5,7,23, 8, 17 &18
*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 2012 (Pages 6 and 7)
Topics are from Aaker and Cases are from Hartley
No. / Wk. / Date / Topic / Aaker Ch. / HartleyCh. / Assignments
12 / 6-2 / 2/9 R / Building and Managing Brand Equity
Case: Harley-Davidson / 9 / 9
13 / 7-1 / 2/14 T / Energizing the Business
Case: Nike / 10 / 19 / .Youtube Video Links
14 / 7-2 / 2/16 R / Leveraging the Business
Case: Euro Disney / 11 / 15
15 / 8-1 / 2/21 T / Creating New Businesses
Case: Boston Beer / 12 / 4 / .Online Quiz 3
(Ch.9-11,
Cases: 9, 19 & 15)
16 / 8-2 / 2/23 R / Setting Priorities for Businesses and Brands / 14
17 / 9-1 / 2/28 T / EXAM II / 9-12, 14 / 9,19,15 & 4
18 / 9-2 / 3/1 R / Workshop on Project / (Note PPT due times)
19 / 10-1 / 3/6 T / Project Presentations
Executive Committee Questions / .Board Evaluations
20 / 10-2 / 3/8 R / Project Presentations
Executive Committee Questions / .Board Evaluations
21 / 11 / 3/13T / CARMEN DROP BOX or
Turn in at 500, Fisher Hall before 10AM / Report &
.Peer Evaluations
*Note: Subject to change. Please check the information on CARMEN for updates to syllabus, lecture slides, announcements, or files.