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MK323 – Marketing Management
Syllabus – Fall 2024
MK323 Administrative Details
Instructors: Susan Jung Grant, Deb Utter, Lorri Veidenheimer, Kim Donlan, Marc Walkin, and Jim Davey
Office Hours: Your section instructors will provide their office hours.
Pre-requisites: SM131, SM132; AC221; AC222; OB221; QM221; QM222, ES275
TAs: The Core TAs will be in contact by Week 3 to discuss their role and office hours.
Required Text: Marketing Management by Grewal and Levy, McGraw Hill, 8th Edition (digital version). You will be given information on purchasing a digital version of the text. No older editions or texts can be used.
Design, Description and Learning Goals
Marketing management involves the strategic and tactical decisions necessary to drive revenue growth for the firm. We start with understanding the customer regarding demographics, psychographics and behavior. We will emphasize marketing analysis, using quantitative and qualitative research and analytical methods. The course is organized around (1) the upstream strategic marketing decisions involved in segmentation, targeting, and positioning, and (2) the downstream marketing decision variables; product benefits, pricing, communication, and distribution, and (3) the marketing processes of research, organization, and implementation.
We want you to take an active role in your learning. You will be called upon to analyze cases, to participate in workshops that focus on key marketing tasks, and discuss materials you have prepared for class. You will also work with a team on a semester-long project.
Overall Learning Goals
Students will be able to
1. Demonstrate basic disciplinary competence in the field of marketing
2. Apply the logic of marketing analysis (both quantitative and qualitative)
3. Analyze key marketing decision variables as well as the marketing processes of research, strategy formulation, organization, and implementation
4. Distinguish and gain practice with STP (segmentation, targeting and positioning), surveys (design, execution, analysis, and interpretation), sales forecasting, and IMC planning
5. Understand the interplay among the four Ps of marketing
6. Work in groups to understand and apply effective teaming practices
7. Identify and manage the cross-functional relationships among marketing, operations, and finance
Expectations, Evaluation, Policies
Preparation
Classes will start promptly, and on-time attendance is expected. Sessions will run for one hour and 15 minutes.
Please complete readings, knowledge checks, and assignments before each class. Faculty will only assume that you are prepared for every class if you inform them that you are prepared before class. Course Assignments list all required readings and questions to consider for each class.
Grading Policy
Only students who pass the course’s individual requirements are eligible for the project component (from the SM323/Core project) in the course. In other words, to be eligible to pass the MK323 course, you must obtain a passing grade on the 70% that are non-project related (the two exams, class participation, and homework assignments).
Per the University Bulletin, students must earn a grade of “C—" or higher in all Questrom courses applied toward the major, including the Core courses. Any student who receives a “ D” in any of the four Core courses will receive an “ I” for SM303.
Your grade for this marketing course will be determined on the following basis:
• Individual grade on team project: 30.0%
• Class participation 10.0%
• Homework: Assignments (cases/problems) 5.0%
• Homework: Knowledge Checks 5.0%
• Grades on two (2) exams: 25.0% on each exam
Your grade on the project will be a function of the actual grade your team earned and the evaluations you receive from team members regarding your contribution to the project. You will be asked to give feedback to all your team members regarding each person’s content contributions (substantive work product) and process contributions (leadership and team impact).
Your exam grade will be based on your performance on the two exams. The marketing exams will draw on the reading materials assigned for the course, the discussions we have in class, and the work you do as part of the project.
Homework
Cases/Problems. Each assignment is due at the time/date listed on Blackboard Learn. All assignments will be collected through the Blackboard Learn section on the site. NO late assignments will be accepted. In the event of a class absence, you may receive credit for an assignment if you upload the assignment on time. Your professor will review these assignments for completeness. The goal is for you to do your best to prepare them. These assignments are worth 5% of your total grade.
The success of a discussion-based course depends significantly on the quality and thoroughness of student preparation. Especially to cases and assigned readings, the student is expected to come to class prepared to participate in active discussion. When analyzing cases, you should collect facts, study data in detail, and develop a recommended course of action supported by case facts and reasoning.
We will do our best to make this course an exciting educational experience. Ultimately, however, you decide whether to plunge in and participate. How much you learn will depend on how much you commit to involvement. We expect you to keep up with the reading assignments and to come to class prepared to participate fully.
Together, we can make this course a rewarding experience—and fun, too.
Knowledge Checks. After each chapter, Knowledge Check questions on Blackboard Learn to assess your understanding of the basic content from your reading. This submission is graded for accuracy.
Class Participation
1. Class participation will be based on attendance, active engagement, and substantive quality of
contributions during class discussions. Regularly engaging in discussion of cases and readings, clarifying concepts, asking questions that lead to a better understanding by the class, and sharing experiences and current events about course topics constitute superior class participation and contribute to the class’s collective learning. Attending class is a basis for engaging in participation but is not sufficient to be assessed as engaging in-class participation.
2. Participation contributions will be assessed as follows: Exceptional Level (A/A-), Expected Level (B+/B/B-), Adequate Level (C+/C/C-)
• Exceptional Level: Consistent contribution in class discussions and demonstrating depth of analysis, offering solutions and creative comments, asking thought-provoking questions, etc. This level requires significant preparation, analysis, and original thinking.
• Expected Level: Consistent contribution in class discussions mainly in the form of answering or asking questions comments that show good understanding of the topic and that add new insights. This level of participation requires good preparation and analysis.
• Adequate Level: Contributes periodically to class discussions. Answers or asks questions occasionally or if called upon. Demonstrates an understanding of the topic and shows fair preparation and analysis.
Your class participation grade is also dependent on following class standards of behavior. For every class, unless otherwise stated or requested, our expectation is that laptops and mobile phones are put away, that students arrive on time and depart at the end of a session, and that students remain in the classroom for the duration. Tablets and notebooks are acceptable for taking notes.