INSTITUTE OF BUSINESS ADMINISTRATION

Marketing Management MKT 501

Fall Semester 2012 MBA
Days: Tuesday 10:00am - 1:10pm Main Campus
Wednesday 10:00am - 1:10pm City Campus
Course Facilitator: Jami Moiz
Start Date:
September 4, 2012.
COURSE OVERVIEW:

At a core level, the course deals with a fundamental issue what is

marketing? What role should it play in the 21st century
organization? The ambivalence of the marketing task especially in
B2B companies has often diminished the influence and credibility
of the discipline. We will wrestle with this problem by focusing on
marketings pivotal contribution to the design and delivery of
strategies aimed at growing customer value and improving
company profitability.
Central to managing a business, marketing provides intelligence
about customers, competitors, and the general business
environment, to ensure long-term viability of the enterprise. This
course prepares managers to deal with core domestic marketing
issues in the consumer/industrial, and private/public/non-profit
sectors, by providing a strategic way to think about the firms
products, services, and markets, including marketing strategy and
implementation.
The course will focus specifically on issues such as internal and
external analysis, strategy identification and selection, selection of
businesses and segments in which to compete, how to allocate
resources across businesses and segments, and maintaining a
strategic competitive analysis. It will also address other significant
strategic issues facing today's managers. Thus, the goals for this
course are: to gain deeper understanding of the issues in marketing
strategy, to develop skills to define and solve strategic decisions
within the context of corporate/business/product marketing
challenges and opportunities, and to become able to ask right
strategic questions and provide sound strategic alternatives. This
course is typically offered in the Fall semesters.
COURSE DYNAMICS:
This like most MBA courses will be a highly Socratic experience in
which a healthy dialogue between all class members will be
encouraged. To accomplish this the course will use a variety of

materials and teaching methods. These include case discussions,

break-out exercises, simulations, plenary presentations, guest
speakers, and lectures. As business decisions are often made within
groups, we will create a number of small teams (4-6 participants)
who will work together on presenting recommendations on one case
analysis as well as preparing an end-of-semester marketing
strategy/plan for an actual company.
While students will do a fair amount of reading (cases, articles, etc.)
they will not be required to memorize everything. The course has
evolved to placing a greater emphasis on "inductive learning" (i.e.,
in-class discussion of cases and articles).
3 semester hours, 3 credits
COURSE OUTCOMES
1.

Understand and be able to apply various marketing models.

2.
Apply and integrate material and analytical tools learned
throughout the marketing curriculum within a competitive strategy
framework.
3.
Learn how to analyze marketing situations using case studies
and current articles from the business press and to be able to
defend your analysis.
4.
To learn how to implement strategic decisions through the
marketing mix variables.
5.
To identify and discuss current issues confronting the
marketing profession.
6.
To demonstrate an ability to use writing as a way of learning
as well as a way of communicating what was learned within the
business environment.

7.

To improve writing, verbal presentation, and analytical thinking

skills.
CLASS PROCEDURE:
The instructional format is a mixture of lecture/class discussions,
cases and problem sets. Class will meet within the time frame
specified in the IBA schedule. Learning methods will include lecture,
written examinations, quizzes, and case analysis and problem
solving. It is expected that the Articles, Chapter(s) or cases under
discussion will have been read prior to the class. Follow the "4 P's"
of student involvement in class:

1) Preparation (read the assigned material), 2) Presence (attend

class), 3) Promptness (don't be late and thereby disrupt the class),
and 4) Participation (get actively involved).
IN CLASS PARTICIPATION AND PROFESSIONALISM:
You have to be in class to earn points!
Full class participation is necessary in order for this class to be
successful. It is an interactive class environment. Please come to
class prepared to participate in the course! Please read everything
outlined in the course schedule prior to class.
Participation encompasses both class attendance and a willingness
to take an active part in discussion. Class participation makes the
class more enriching and interesting to you. Everyones
contribution is important. It is rare that there is only one right
answer to a particular issue. Do not expect one. Rather you should
expect to learn by seeing how others address the problem that you
have thought seriously about.
As part of your preparation, I recommend you:
a)
discuss the assigned case in your team, and
b)
write up a one-page analysis of the case.
Preparing in this way will improve the quality of your contribution
and your confidence in speaking in class.
Alternative formats regarding the presentation of the case
discussions may be incorporated during the semester to facilitate
group discussions (quantitative analysis for cases, quizzes, etc).
Class participation is an opportunity for you to prepare for
participation in business meetings. Take advantage of this
opportunity to practice while you are here at Babson! As stated
above, I want you to succeed! If you feel uncomfortable speaking in
class, please make an appointment to come to see me and we will
develop strategies to make it easier for you.
RECOMMENDED READING:
1. Marketing Management 14th Edition Authors: Kotler & Keller
ISBN-10: 0132102994 ISBN-13: 9780132102995
2. Marketing Management, 4th Edition Authors: Winer & Dhar
ISBN-10: 0136074898 ISBN-13: 9780136074892
3. Harvard Business Essentials: Marketer's Toolkit: The 10
Strategies You Need to Succeed
4. Articles and cases included in the course pack: Note: It is
mandatory to buy the course pack
STUDENT PREPARATION:

Students are expected to be punctual, prepared, and positive

participants at all class meetings. It is the responsibility of each
student to keep up with all assignments, class lecture notes and
supplementary materials throughout the semester. Students are
expected to obey the HIMS attendance policy and honor code.
GRADES LEGEND & PLAN:
Class Participation:
30%
Reports & Presentation: 25%
Mid Term Exam:
20%
Final Exam:
25%
Total:
100%
CASE PRESENTATION:
Each group will be assigned a case. You will be asked to lead the
class in a case discussion and to teach the class about a marketing
topic relevant to the case. You and your group will be the instructor
for that case. There is a saying that the best way to really learn
something is to teach it. This will be your opportunity to be
professor for the day. The goal for the presentation is educate the
class. You are to become the expert on the case, the company,
and the topic(s) considered in the case. The presenters are in
charge of the class. Together, they will perform a case analysis and
discuss the topic(s) considered in the case.
The presentations will be for no less than 60 minutes and no longer
than 75 minutes. All group members must participate in leading the
class.
Submit one copy of the slides you will present to me before class.
Print six slides/page, double sides, in black and white or gray scale.
The rest of the class MUST read and prepare the case so they can
contribute to the discussion. This is NOT a day off!! Your
participation will count towards the In Class Participation and
Professionalism portion of your grade. This is a class like any other;
it is simply lead by different instructors.
The presenters should perform an initial discussion to present their
case analysis to the class. After that, the presenters are free to do
whatever activities they choose to present the case issue(s). These
activities can include:
o
In-class debates,
o
Role playing,
o
Question and answer sessions,
o
Showing and discussing videos and commercials (print, audio,
video, etc.), or

o
Any other activity chosen by the group that is approved by
me!
If your activity requires any advance work from the rest of the class,
I can disseminate any assignments. Please have this ready at least
one week in advance!!
ALL MEMBERS of each case presentation group MUST meet with the
professor to discuss the group case analysis and the group class
facilitation. This meeting must occur at least one week (two
classes) prior to the presentation. It is MANDATORY that ALL group
members attend this meeting. The responsibility for making the
appointment with the professor falls squarely on the group!!
While this is a serious undertaking and represents part of the
grading of your course grade, I want you enjoy the assignment. Try
to be creative as well as educational!
Remember, all participation, both oral and written, will be evaluated
as business communications. As a result, both spelling and
grammar will count!

Jami Moiz:
4, 2012

September