Welcome to Marketing 4110:

Marketing Management

Spring 2021 – Cudahy Hall 118 – Tuesday/Thursday 2:00-3:15

Professor: Dr. Joseph Matthes

Office: Straz Hall 432 (available for scheduled, socially distanced F2F meetings in Straz Hall)
Phone: (414) 288-1440
Email: Joseph.Matthes@Marquette.edu (typically 24-48 hour weekday response time)
Office Hours: Online 10:00-12:00* Tuesdays and Thursdays, as well as by appointment
*Please email to schedule office hour appointments so that individual Teams links can be sent

Prerequisites:   
1) MARK 3001 2) MARK 4060 3) Marketing Major 4) Senior Standing

Texts (Required):
1) Marketing Management, 15e by Kotler and Keller (ISBN: 9780133856460) (MyLab NOT required)
OR Marketing Management, 15e Global Edition by Kotler and Keller (ISBN: 9781292092621) 1
1
Only get one version! Both Marketing Management books are virtually identical (the global edition
must be acquired through an online retailer such as Amazon, but is typically much cheaper)
2) Good to Great by Jim Collins (ISBN: 9780066620992)
3) How to Win Friends and Influence People by Dale Carnegie (ISBN 0-671-02703-4)
4) Additional course materials (such as Levitt 1960 and Porter 1996, as well as other business articles)
can be found via D2L or email

Course Description and Learning Objectives:

Marketing 4110 applies an array of marketing concepts to a multitude of business scenarios. Marketing
concepts are emphasized in terms of planning, implementation, and control of marketing activities for
the firm. Major components of the course include understanding how to develop marketing objectives,
policies, and strategies as well as participating in crafting marketing programs that require critical
decision making based on target market selection and the marketing mix parameters. After taking this
course, each participant should be able to:  
 Describe the marketing concept and why it is an important managerial approach
 Understand how to develop successful marketing programs
 Demonstrate analytic skills and practical decision making
 Exhibit better written and verbal communication skills
 Understand what marketing managers do as well as how to apply the marketing skills you have
learned to a spectrum of realistic marketing management scenarios
 Be more successful in your career and future marketing endeavors
Class Attendance:
Due to COVID, this class is redesigned in a hybrid modality comprised of both online and in-person
weekly modules (please see the Class Schedule for specific details about each week). For online weeks
(e.g., M1, M3, etc.), we will have synchronous Microsoft Teams meetings during our normal class time
on the dates listed. I will send reminders with Teams links/invites for those days. For in-person weeks
(e.g., M2, M4, etc.), the class is split in half for in-person sessions. Specially, students on teams 1-3 will
meet in-person on Tuesdays and students on teams 4-6 will meet in-person on Thursdays those weeks.
Attendance is not mandatory and will not be taken. The course can technically be completed fully
online; however, there is real value gained from the explanations, discussions, and application that
occurs in-person and so I strongly encourage those that are able and willing to safely attend their in-
person sessions. Of course, you should always do what is best for your safety and health.

Class Participation:
Students are expected to actively participate in the class. Students must conduct themselves in a
professional manner and show respect for their fellow classmates. Any behavior that is deemed to be
inappropriate by the professor will not be tolerated. The offending student will first receive a warning
and then will be asked to leave if the disruptive behavior continues. NOTE: This classroom is a safe
environment. Ideas should be freely shared and discussed without any fear of disparagement.

Technology:
Laptops, tablets, smartphones, etc. are allowed in the classroom on the condition that they must not
create a distraction for you or your classmates. If it becomes clear that a student is unable to respect
this rule, then they will be banned from using such electronic devices during class.

To be successful in this course, you will need to have foundational experience with D2L and Microsoft
Teams. If you are not familiar with these technologies, review the D2L Student Help resources and
Students Use Microsoft Teams for online/live classes webpage. I also recommend visiting the
Technology for Remote Learning webpage for additional remote technology related information. For
general technology questions, contact the ITS Help Desk at helpdesk@mu.edu or 414-288-7799.

Course Components:
The course consists of the following components that will be used to calculate your final grade. More
detailed information will be provided about each graded component when it is assigned.

Introduction Form
A basic introduction form that helps me get to know you.

Practitioner Articles
Twice during the semester students will be asked to find a current business article that discusses
topics relevant to marketing management. A 2-page report including summary, analysis, and
recommendations (as well as website link for the article) is due by the dates listed in the schedule.

Executive Summary
Students will create two 1-page executive summaries explaining a relatively new as well as a
relatively old product’s journey through the product life cycle with a focus on the length,
characteristics, objectives, and strategies occurring at each stage.
 Exams
There will be three exams covering the texts, articles, cases, lectures, class discussions, and guest
speakers. The exams could contain short answer, true/false, multiple choice, marketing exercises,
and/or essay questions. Exam reviews will be provided.

To adequately prepare for each exam, I highly recommend several strategies:

1) Re-read the chapters
2) Review PowerPoint presentations
3) Review all additional articles, assignments, exercises, and cases that were discussed
4) Review notes from class
5) Review any additional materials provided through D2L

Exam Days (2/25, 3/25, and 4/22) are completed electronically. The exam will be emailed to all
students just prior to the start of our normal class time and then needs to be submitted via D2L
dropbox by the end of our normal class time. Points will be deducted from late submissions.

Team Readings Review

Teams will be assigned on the first day of class. The same teams are used for both the readings
review days and the final team project. For your team’s readings review day, you are expected to
create a PowerPoint that provides a thorough review of the additional readings (non-Marketing
Management textbook readings) assigned for that week. Your team will be graded based on the
accuracy and depth of information covered. It is both possible and encouraged for teams to complete
this assignment working together via only online methods.

Team Company Analysis – Marketing Plan

Each team will complete a marketing plan report that involves thoroughly analyzing the marketing
function of a specific company. Thorough guidelines for the project will be posted to D2L and
discussed in class. At the end of the semester, teams are required to submit a written report as well as
present their report as a team via Microsoft Teams, as per the details to be provided. All teams need
to get instructor approval for their chosen company by the date indicated in the class schedule. Team
members will have the opportunity to complete peer evaluations. It is also possible for teams to
complete this assignment solely working together online.

Grading:
Points
Individual Work Component
Introduction Form 5
Practitioner Articles (2 @ 20 points) 40
Executive Summary 30
Exams (3 @ 100 points) 300

Team Work Component

Team Readings Review 25
Team Company Analysis 100

Total 500
 Grading Scale
The following grading scale will be used to determine final grades:

93 – 100 A (GPA=4.00) 77 – 79.99 C+ (GPA=2.33)

90 – 92.99 A- (GPA=3.67) 73 – 76.99 C (GPA=2.00)
87 – 89.99 B+ (GPA=3.33) 70 – 72.99 C- (GPA=1.67)
83 – 86.99 B (GPA=3.00) 67 – 69.99 D+ (GPA=1.33)
80 – 82.99 B- (GPA=2.67) 60 – 66.99 D (GPA=1.00)
Below 60 F (GPA=0.00)

Special Statement on COVID-19:

Marquette University, the College of Business Administration, the Marketing Department, and I all
recognize that this is a difficult time which may be filled with uncertainty as we move forward with the
academic year. Your safety, health, and well-being, as well as that of our faculty and staff are of primary
concern and we want to be able to support you in any way that we can. To live our Cura Personalis, or
care for the whole person, we ask that you adjust your behavior to best keep yourself and others safe.
We have expectations that you will act responsibly to mitigate risk to others. As your professor, I too am
committing to these behaviors that I will ask you to follow.

Furthermore, Marquette University understands that at this time you may be facing some obstacles that
would make it difficult to meet your academic goals. Please use the Student Resources page on the
Marquette COVID-19 Response webpage for information and resources on basic needs such as housing,
food, financial aid, and medical and mental health. The webpage also offers information on official
University communications, access to technology, and student services. Your professors and advisors
are also here for you. Visit the Marquette COVID-19 Response Page regularly as information may
change throughout the semester.

Remember, you are not alone. Together we will navigate these new and challenging times. Let us all
strive for greater patience, flexibility, understanding, and teamwork this semester. We are Marquette!

Wearing Masks in Classrooms is Mandated

Marquette requires all students, faculty, and staff to wear face masks or cloth face coverings in
classrooms, laboratories, and other public spaces where in-person instruction occurs. We require the
wearing of masks covering the nose and mouth in all physical classrooms to help mitigate the
transmission of COVID-19. Marquette, as a community, views the adoption of mask wearing as a
sign of our being women and men for others. It is a mark of respect, compassion for your classmates,
faculty, staff and for the greater Milwaukee community. Students who cannot wear a face covering
due to a medical condition or disability, or who are unable to remove a mask without assistance,
should seek an accommodation through the Office of Disability Services (contact information
provided below). If you do not adhere to this practice you will be asked to leave the classroom.

Facemasks are not a Substitute for Social Distancing

You should maintain appropriate social distancing guidelines where possible while in the classroom
or other instructional spaces and in public areas. You should avoid congregating around instructional
space entrances before or after class sessions. Some instructional spaces may have designated
entrance and exit doors for you to use. You should exit the instructional space immediately after the
end of instruction to help ensure social distancing and allow for the persons attending the next
scheduled class session to enter.
College of Business Administration Assessment Statement:
The fundamental mission of the College of Business Administration is to provide a quality education
grounded in Catholic, Jesuit intellectual values.  Students are expected to learn how to function
effectively in a diverse and global economy so that they may develop into ethical and socially
responsible global leaders as well as responsible members of their organizations and communities.  As
one of many methods of assuring that the goals of our educational mission are successfully met, the
college regularly and systematically engages in the assessment of these competencies.
 
Students in the Bachelor of Science in Business Administration program are assessed on their ability to
reason ethically, communicate effectively, analyze critically and understand local, national and global
business and cultural issues.   Students in our MBA programs are assessed on their competency to
communicate effectively, reason ethically and apply critical thinking, as well as their capacity to
comprehend the global strategic issues of firms and perform fundamental activities of business
managers.  Students majoring in our other graduate and undergraduate programs are assessed on specific
competencies related to their disciplines.

Assessment takes place each semester in all programs using quantifiable measures; the data is analyzed
and the information is used to help continuously improve the educational process.  The College of
Business Administration is dedicated to successfully providing a quality education for our students and
assessment is part of the process the college uses to evaluate our success.  Additional information on
assessment can be found at (http://www.marquette.edu/assessment/) or in the assurance of learning tabs
under http://business.marquette.edu/academics/assurance-of-learning-undergrad or
http://business.marquette.edu/academics/assurance-of-learning-graduate
 
The college’s undergraduate business core program learning goals are:
i. Demonstrate effective communication skills to business situations
ii. Analyze the global business environment
iii. Analyze the domestic business environment
iv. Demonstrate critical thinking skills to business situations
v. Demonstrate an ethical understanding and perspective to business
situations

Academic Integrity:
We, the scholars of Marquette University, recognize the importance of personal integrity in all aspects
of life and work. We commit ourselves to truthfulness, honor, and responsibility by which we earn the
respect of others. We support the development of good character in our academic community and
commit to uphold the highest standards of academic integrity as an important aspect of personal
integrity. Our commitment obliges us as students, faculty, and staff to conduct ourselves according to
the Marquette University Honor Code set forth below. We do this in pursuit of Marquette University’s
mission, which is the search for truth, the discovery and sharing of knowledge, the fostering of personal
and professional excellence, the promotion of a life of faith, and the development of leadership
expressed in service to others.

The Honor Pledge:

I recognize the importance of personal integrity in all aspects of life and work. I commit myself to
truthfulness, honor and responsibility, by which I earn the respect of others. I support the development
of good character and commit myself to uphold the highest standards of academic integrity as an
important aspect of personal integrity. My commitment obliges me to conduct myself according to the
Marquette University Honor Code.
Student Obligations under the Honor Code:
1) To fully observe the rules governing exams and assignments regarding resource material, electronic
aids, copying, collaborating with others, or engaging in any other behavior that subverts the purpose of
the exam or assignment and the directions of the instructor.
2) To turn in work done specifically for the paper or assignment, and not to borrow work either from
other students, or from assignments for other courses.
3) To give full and proper credit to sources and references, and to acknowledge the contributions and
ideas of others relevant to academic work.
4) To report circumstances that may compromise academic honesty, such as inattentive proctoring or
premature posting of answers.
5) To complete individual assignments individually, and neither to accept nor give unauthorized help.
6) To accurately represent their academic achievements, which may include their grade point average,
degree, honors, etc., in transcripts, in interviews, in professional organizations, on resumes and in the
workplace.
7) To report any observed breaches of this honor code and academic honesty.

http://bulletin.marquette.edu/undergrad/academicregulations/

Written assignments must be submitted electronically via D2L. All assignments are subject
to be checked for plagiarism. Plagiarism will result in disciplinary action.

Harassment Policy:
Marquette University, COBA, and I will not tolerate harassment or discrimination of any type, including
that due to race, nationality, gender, religion, age, etc. If harassment occurs, please immediately contact
the Professor (Dr. Joseph Matthes) or the Chair of the Marketing Department (Dr. Felicia Miller).

Class Accommodations for Special Needs:

Please inform me during the first week of class if you have any conditions that may limit or affect your
ability to participate in this course so that we can make necessary arrangements. You may also contact
the Office of Student Disability Services, 5th Floor of the 707 Building, Room 503 (8-1645) for more
information (see also: http://www.marquette.edu/disability-services/).

Emergency Plan:
Every Marquette University campus building has emergency shelter and evacuation plans. Please
familiarize yourself with the plans of each building in which you take classes or attend meetings. Make
sure to note the routes to the lowest level of the buildings for shelter during inclement weather, as well
as exits from the buildings in the event of fire or another emergency.

Changes to Syllabus or Class Schedule:

I reserve the right to make changes to the syllabus or class schedule in order to improve the course and
learning atmosphere. Any changes will be announced to students in class and/or through D2L.

I want you to have an enjoyable and positive experience in this class. I am

committed to making this a positive learning experience for you and I expect the
 same in return from each student.

Marketing 4110 – Spring 2021 Class Schedule

Week / Dates Class Assignment

1/28 Introduction / Course Overview / Syllabus / Framework

(M1 – Online) Create Teams
Assign Introduction Form
Review of Marketing Concepts

2/2 & 2/4 Strategic Planning - Chapter 2 Read Chapter 2

(M2 – In-Person) Marketing Environments - Chapter 3 Read Chapter 3
Assign Practitioner Articles Introduction Form Due
Assign Team Readings Reviews

2/11 Marketing Environments - Chapter 3 Read Chapter 3

(M3 – Online) Creating Value - Chapter 5 Read Chapter 5
Practitioner Article 1 Due

2/16 & 2/18 Analyzing Markets - Chapters 6 and 8 Read Chapters 6 and 8
(M4 – In-Person) Exam 1 Review Provided Read Levitt 1960 and Porter 1996
Team 1 Readings Review Due

2/23 & 2/25 Exam 1 Q&A / Review (Chain Ratio Practice) (2/23)
(M5 – Online) Exam 1 (2/25)

3/2 & 3/4 Segmentation and Targeting - Chapter 9 Read Chapter 9

(M6 – In-Person) Growing Brands - Chapters 10 and 12 Read Chapters 10 and 12
Assign Team Company Analysis - Marketing Plans Read Good to Great Chapters 1-3 (pages 1-64)
Team 2 Readings Review Due

3/11 Product Strategy - Chapters 13 and 15 Read Chapters 13 and 15

(M7 – Online) Assign Executive Summaries Read Good to Great Chapters 4-5 (pages 65-119)
Team Company & Presentation Date Signup Team 3 Readings Review Due
Practitioner Article 2 Due

3/16 & 3/18 Pricing Strategy - Chapter 16 Read Chapter 16

(M8 – In-Person) Marketing Exercises - Break-even Analysis Read Good to Great Chapters 6-8 (pages 120-187)
Exam 2 Review Provided Team 4 Readings Review Due

3/23 & 3/25 Exam 2 Q&A / Review (Break-even Practice) (3/23)

(M9 – Online) Exam 2 (3/25)
 3/30 & 4/1 Channel Strategy - Chapters 18 and 17 Read Chapters 18 and 17
(M10 – In-Person) Read HWFIP Prologue & Part One (pages xi-47)
Team 5 Readings Review Due

4/8 Channel Strategy - Chapter 17 Read Chapter 17

(M11 – Online) IMC - Chapter 19 Read Chapter 19
Exam 3 Review Provided Executive Summary Due

4/13 & 4/15 IMC - Chapters 20, 21, and 22 Read Chapters 20, 21, and 22
(M12 – In-Person) Exam 3 Q&A / Review Read HWFIP Part Two (pages 51-105)
Team 6 Readings Review Due

4/22 Exam 3 (4/22)

(M13 – Online)

4/27 & 4/29 Team Company Analysis - Marketing Plan Presentations Final Team Papers Due by 5/7 via D2L Dropbox
(M14 – Online)

5/4 & 5/6 Team Company Analysis - Marketing Plan Presentations Final Team Papers Due by 5/7 via D2L Dropbox
(M15 – Online)

I reserve the right to change the schedule to meet the needs of the class
Online = Everyone welcome via synchronous online Microsoft Teams meetings during class time (or exam weeks)
In-Person = Student teams 1-3 meet in-person on Tuesdays and Student teams 4-6 meet in-person on Thursdays
Lectures also available via synchronous online Microsoft Teams meetings on Thursdays of these weeks