Mondays and Wednesdays 4:00 to 5:30 PM
left0Marketing Management - MKT 9703Prof. Ana ValenzuelaFall 2014Office: VC 12-286Tel: 646 312 3288Office Hours: e-mail: HYPERLINK "mailto:ana.valenzuela@baruch.cuny.edu" ana.valenzuela@baruch.cuny.eduMondays and Wednesdays 4:00 to 5:30 PMor by appointment.SYLLABUSThis is an introductory course which covers all of the areas of marketing to describe how marketing delivers value to consumers and customers. We will examine many different topics and use a variety of approaches like lectures, case studies, a group project, articles, and class discussion. Course objectives:This course enables students to:1. Achieve an understanding of the marketing concepta) as a basis for general management decision making;b) as a framework for analyzing marketing situations.2. Understand the basic elements of the marketing program, their underlying conceptualstructures and their interaction in comprehensive recommendations.3. Demonstrate high levels of analytical skill in a marketing context defining problems,identifying opportunities and interpreting their implications for decision making.4. Demonstrate high levels of practical decision making skills using persuasive arguments insupport of realistic marketing decisions.5. Become acquainted with selected behavioral and management science tools which can beapplied to marketing problems.6. Understand what marketing managers do, and see applications of marketing to a wide spectrumof management decisions.Core learning goals:This course will address the graduate core learning goals in the following ways: a. Teamwork and Leadership – group projectb. Ethical Awareness – lectures, individual case analysis and group projectc. Communication – individual and group presentationsd. Information Technologies – lecturese. Quantitative Analysis – lectures, individual case analysis and group projectf. Knowledge Integration – lectures, individual case analysis and group projectg. Global awareness – lectures and individual case analysisCourse ReadingsRoger J. Best, Market-based Management, 6th Edition, Pearson, 2014.Case study will be available for purchase from Harvard Business School Publishing (you will get a link with access).Supplemental articles. These will be assigned and distributed as the course progresses.Class notes, articles and old exams can be found on Blackboard. You can sign in through the CUNY portal: WEIGHTSTotal per elementIndividual case write-ups 27%Final Group project40%Midterm Exam20%Class Participation and attendance13%Course Elements I. Class ParticipationYou are expected to attend class regularly and participate in everyday class discussion. You must be prepared to discuss the assigned chapter readings, articles and cases at all times. Feel free to use participation as a way of getting any questions answered or sharing an insight or comment. It’s likely that if you’re wondering about something, others in the class feel the same way. Participation should be enjoyable and also help you to learn. At the same time you can also learn a lot from hearing others comments and responding to them. Class participation and attendance count for 13% of your grade, so take them seriously!II. ReadingsThe text and article readings are important and should be read before class. The text will provide you with much more detailed information than you will get from the lectures. This will make everything easier to understand and will help you prepare for classes and examinations.III. Case StudyThere will be nine written case studies in this course (each one worth 3 points). A case study allows you to analyze an actual situation in marketing and develop a list of solutions to the problems, as you would in real life. This is an individual assignment. The page limit is 1 page (1 inch margins, 11+ point font, single-spaced) + calculations. We will discuss in class exactly what is required. The due date for the cases is noted on the class schedule. It’s a great idea to ask the WritingCenter to review a draft of the case before you submit it.Note: over-length and late cases will be penalized. The penalty for late cases is a 10% deduction for each day late.Group ProjectPlease form groups of 4-5 students and let me know who is in your group. This project requires students to develop a marketing plan for a product or service to be launched either in NYC or nationally. You will receive a handout, which highlights the structure suggested for your analysis.As a group you will present your findings to the class (about a 15 minute presentation+ Q&A) and also prepare a written report. The report should not exceed 20 double-spaced pages, excluding figures, tables, exhibits, and references. Appropriate table of contents and headings should be used to make the paper follow a professional format. Information sources should be accurately cited in the text as well as in the references. Grades will be based on both the presentation and written report: presentation performance (5%) and written report (35%). IV. ExaminationsThere will be one midterm exam. It consists of multiple choice and written questions. Questions will be based on both lectures and the readings, including supplemental articles. V.Personal and Contact InformationAt the end of the syllabus, you will find a form that should be completed and brought to class by the third class. Please attach a recent and recognizable photograph, not a Xerox of your student ID, so that when you are in class and I see you and know who you are because you will actually look like the picture you have attached to your personal information.Please note that I will be using your Baruch email address for any communication.A Few More Important Things to Know?Under no circumstances will the use of Laptops be allowed in the classroom. ?Please turn off and leave off all cell phones and PDA’s during class.?Please do not eat during class—drinking of beverages is acceptable.?Private discussions during class are inappropriate.?I enjoy and encourage student contact. If you’re having difficulty in the course or experiencing a situation that affects class performance, let me know right away. Don’t wait until the end of the course, allowing a minor difficulty to escalate into a serious problem affecting your grade. Academic Integrity:Cheating at any time is totally unacceptable and will not be tolerated. Students are expected to know and adhere to the Baruch College Academic Honesty Policy and to uphold its rules and ideals. A link to Baruch’s policy is included here: ** NOTE: ALL COURSE WORK MUST BE ORIGINAL AND WRITTEN IN YOUR OWN WORDS. YOU MAY QUOTE OTHER AUTHORS WHEN NECESSARY BUT THEY MUST BE APPROPRIATELY REFERENCED. ANY CASE OF CHEATING OR PLAGIARISM WILL RECEIVE A GRADE OF 0 (OR F) AND BE REFERRED TO THE COLLEGE FOR DISCIPLINARY ACTION. Please give me a paper copy of your individual cases and group paper. If you have any questions or concerns about this, please let me know. **OTHER COMMENTSPlease feel free to make appointments to see me at other times. I am happy to help with any course-related problems, discuss marketing and business issues, or provide career-related advice. I would also appreciate any suggestions you may have regarding course content or approach.CLASS SCHEDULEChapters listed are from Roger Best’s book. Chapters may also have supplemental readings (newspaper and magazine articles). You should read the assigned chapters and handouts before the relevant class. We will not hold to this schedule exactly so you will be informed of any changes as the class proceeds.Class / DateTopicsRequired Readings Homework Assignment1 (8/28)Orientation and course overview Marketing Overview?Student information Sheet due (Blackboard)2 (9/2) Marketing Metrics and ProfitabilityChap 2Additional Reading: Note on Marketing Arithmetic, Harvard Business School teaching note 9-574-082EXERCISE to discuss in class: 21-Speed Gizmos 3 (9/4)Customer Focus and Creating ValueChap 1, 4?4 (9/9)Customer Lifetime ValueAdditional Reading: Customer Profitability and Lifetime Value, Harvard Business School teaching note 9-503-0195 (9/11)Case Study #1:Tuscan LifestylesHandout of the case given in class.Case individual write-up #1 DUE6 (9/16)Identifying MarketOpportunitiesChap 3Project Group Roster DUE7 (9/18)Measuring Market Potential: Demand forecasting (I)Additional Reading: How to Use the Right Forecasting Technique, Harvard Business School teaching note 71403-PDF-ENGSeptember 23rd: Friday ScheduleSeptember 25th: College Closed8 (9/30)Case Study #2:BiopureHBS caseBiopure Corp 598150-PDF-ENGCase individual write-up #2 DUE9 (10/2)Measuring Market Potential: Demand forecasting (II)10(10/7)Case Study #3:Nestle Contadina Pasta HBS caseNestle Refrigerated Foods: Contadina Pasta & Pizza (A)595035-PDF-ENGCase individual write-up #3 DUE11 (10/9) Market Segmentation and Product PositioningChap 5, 612 (10/14)Case Study #4:Land Rover North America HBS caseLand Rover North America 9-596-036Case individual write-up #4 DUE13 (10/16)Product BrandingChap 7, 1114 (10/21)Case Study #5:Steinway & SonsHBS caseSteinway & Sons 9-500-028Case individual write-up #5 DUEOctober 23rd: No class Research Conference15 (10/28)Guest SpeakerTopic: Brand Management16 (10/30)Midterm Exam17 (11/4)Building a Marketing PlanChap 14Project Group Proposal DUE18 (11/6)Pricing StrategiesChap 8Additional Reading: Reading: Pricing and Profitability Analysis, Harvard Business School Tool Kit, 511028-PDF-ENG19(11/11)Case Study #6:ODIHBS caseOptical Distortion Case (A) 9-575-072Case individual write-up #6 DUE20 (11/13)Marketing ChannelsChap 921 (11/18)Case Study #7:TESCO PLCHBS caseTesco PLC: Fresh & Easy in the United States511009-PDF-ENGCase individual write-up #7 DUE22 (11/20)Marketing CommunicationsChap 1023 (11/25)Case Study #8:Talk to ChuckHBS caseCharles Schwab & Co. "Talk to Chuck" 9-507-005Case individual write-up #8 DUESeptember 27th: Thanksgiving24 (12/2)Case Study #9:Colgate Max FreshHBS caseColgate Max Fresh: Global Brand Roll-Out 311120-PDF-ENGCase individual write-up #9 DUE25 (12/4)Guest SpeakerTopic: Digital Marketing26 (12/9)Group Project Presentations ?Group Project Presentation.All presentation decks due regardless of presentation date27 (12/11)Group Project Presentations:Course Wrap-up ?MONDAY(12/15)Final Group Project DueDELIVER THE HARDCOPY TO MY OFFICE BY 5:30PMAbout the Instructor:Ana Valenzuela joined Baruch College eight years ago after teaching at the Haas School of Business (UC Berkeley) and San Francisco State University. She has also served as a faculty member at INSEAD, Santa Clara University, China-Europe International Business School, Hong Kong Science and Technology University, Singapore Institute of Management, Universitat Pompeu Fabra and Instituto de Empresa. Ana began her professional career with AC Nielsen, serving as a marketing consultant for multi-country projects dealing with consumer goods markets. In addition, she has worked for PubliEspana, The Advisory Board Company, Hello America and the International Monetary Fund (IMF).She has published widely, her articles on behavioral decision-making and cross-cultural consumer behavior appearing in numerous leading journals, including the Journal of Consumer Research, Journal of Consumer Psychology, Journal of Marketing, Journal of Marketing Research, Organizational Behavior and Human Decision Processes and International Marketing Review.Prof. Valenzuela holds a PhD from University of Madrid, Autonoma and an MBA from Georgetown University. She was a Research Fellow at the Haas School of Business, UC Berkeley for three years.4671060135255Attach a recent, accurate photograph here00Attach a recent, accurate photograph hereMKT 9703, Spring 2013Student Information SheetName:________________________________________Preferred name:________________________________Current employer (or previous, if not employed):Academic background (colleges atended, degrees obtained, majors:Work Experience:Personal interests and extracurricular activities: ................
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