INSTITUTE OF BUSINESS ADMINISTRATION

Marketing Management MKT 501

Fall Semester 2012 MBA

Days: Tuesday 10:00am 1:10pm

Course Facilitator: Jami Moiz
September 4, 2012.

Start Date:

Appendix to Course Outline

Course Content
1. Class 1:
Introductions.. Class mechanics. Defining Marketing for the 21st
Century: Read: A Plan to Invent the Marketing We Need Today
Case: PRINCESSA BEAUTY PRODUCTS
2. Class 2:
Developing Marketing Strategies and Plans: Discussion: Read: Dolan Note on Marketing Strategy, MICROSOFTS GO-TO-MARKET STRATEGY FOR
AZURE IN INDIA, USING SOCIAL MEDIA IN THE B2B CONTEXT.
Case: Nike Football: World Cup 2010 South Africa, Product Team Cialis:
Getting Ready to Market.
3.Class 3:
Gathering Information and Forecasting Demand: Discussion: Read: Tim
Calkins, Note on Writing Great Marketing Plans, Kellogg School of
Management, 2006, Imagicast, Just in Time for the Holidays
Case: WILKINS, A ZURN COMPANY: DEMAND FORECASTING
4. Class 4:
Conducting Marketing Research: Discussion Discussion: Read: Market
Research: Listen and Learn, The Coop: Market Research
Case: The Piercer
5. Class 5:
Creating Customer Long-Term Loyalty Relationships: Discussion: Read:
Beyond
Customer and Employee SatisfactionThe Ownership Quotient,
Nike Football: World
Cup 2010 South Africa, Using Design to Create Fiercely
Loyal Customers. Vikas Mittel et al., The Right Way to Manage Unprofitable
Customers, Harvard Business Review, April. 2008
Case: Building Brand Community on the Harley-Davidson Posse Ride,
Starbucks: Delivering Customer Service

5. Class 6:
Analyzing Consumer Markets: Discussion: Read: The consumer
decision Journey
Case: IKEA Invades America
7. Class 7:
Identifying Market Segments and Targets: Discussion: Read:
Analyzing Consumer Perceptions, Analyzing the Target Market, Part 2:
Consumer Behavior and the Target Marketing Process, New Criteria for
Market Segmentation
Case: Ontela PicDeck (A)
8. Class 8:
Competitive Dynamics: Focus here will be on competitor analysis,
competitive position and the sources of competitive advantage. A
competitive advantage enables a business to create a superior value for
customers and superior profits for itself.
Read: Kevin Coyne and John Horn, Predicting Your Competitors
Reaction, Harvard Business Review, April, 2009, Differentiate and
Dominate: 10 Ways to Make Your Business Stand Out
9. Class 9:
Creating Brand Equity: Discussion: Read: Dominique Hanssens et al.,
Marketing When Customer Equity Matters, Harvard Business Review,
May, 2008. Managing Brand Loyalty
as a Social Network, A Case for Brand Loyalty.
Case: Land Rover NA
10. Class 10:
Crafting the Brand Position: Discussion: Three Questions You Need to
Ask About Your Brand, BRAND POSITIONING STATEMENTS
Case: Positioning the Tata Nano (A), Saxonville Sausage Company.
11. Class 11:
Developing Pricing Strategies and Programs: Discussion: Read:
Principles of Pricing, Pricing, Profits and Customer Value.
Case: Coca-Cola's New Vending Machine (A): Pricing To Capture Value, or
Not? The Eleganzia Group
12. Class 12:
Designing and Managing Integrated Marketing: Discussion: Read:
Planning for Integrated
Marketing Communications.
Case: The Passion of the Christ
13. Class 13:
Managing Mass Communications: Advertising, Sales Promotions,
Events and Experiences, and Public Relations: Class Exercise: THE
POWER OF PERSUASION AN EXERCISE IN CREATING PERSUASIVE
ADVERTISING
14. Class 14:

Presentation of Marketing Management Final Project and Course

Wrap-Up

Marketing Management
Fall Semester 2012 MBA

Final Project
The purpose of the Marketing Audit is for class participants to apply the principles of
the course to a specific firm (business or strategic business unit). The audit will
examine your firms level of knowledge and sophistication with the use of customer
analysis, with an understanding of market conditions and structure, and with the
overall marketing process. One grade will be issued to the team. Students are
encouraged to analyze a firm or a business they or someone they know is in. If
necessary, the presentation will remain confidential. While not required, students are
encouraged to share their findings with the appropriate people in the firm. The team
will have 20 minutes (including Q&A) for their presentation.
Please supply one electronic copy (by e-mail) and hard two copies of your PowerPoint
slides (six slides/page, double-sided) on the day of the presentation.

Outline
1.0
Executive Summary/Situation Analysis: Introduce your firm (company or SBU)
and your industry; introduce components of your firms current marketing situation;
introduce your firms sustainable value proposition and competitive advantage.
2.0
Customer/Market Analysis: Using Dolans 5Cs, analyze and describe the
external and internal environments surrounding your firm. In the process, you should
consider questions such as: Who are your current and potential customers and how
do you keep in touch with them? What are the firms core competencies and
mission? Whats happening with the industry? (consider doing a Porters 5 forces
and SWOT analysis and include them in the text or as an exhibit). What is the
competitive environment and who are the important collaborators?
3.0
Marketing Strategy: Segmentation, Targeting, and Positioning - Apply what you
learned in class and discuss how and why your market is segmented and targeted.
Include a customer value proposition and/or an elevator positioning statement and
a perceptual map.
4.0
Marketing Mix (4Ps): Explain how the 4Ps are correctly (or incorrectly)
implemented in support of the firms marketing strategy.
5.0
Sustaining Value: How does the firm acquire and retain customers, measure its
marketing success and sustain value? Are they profitable?
6.0
Based on the above, what are the businesss strengths and weaknesses? What
are your recommendations?