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Mba 6251: Marketing Management - I Autumn 2017
Mba 6251: Marketing Management - I Autumn 2017
Autumn 2017
Course Theme: Creating Value for Customers and Capturing Value for the Firm
In the most general sense, the success of any organization – either for-profit or non-profit –
depends largely on how well it can attract and retain customers, in order to achieve its goals. To
attract customers, the organization must have something of value to offer to them. The central
premise of marketing, therefore, is all about understanding, creating, communicating and
delivering that value to customers.
This core course on marketing management is designed to provide future managers and decision
makers an appreciation of the role of marketing in an organization. Like any core course, it
emphasizes breadth over depth. My primary goal is to help you develop a keen sense of
marketing curiosity and broad-based marketing know-how, so that you can ask the right questions
and provide insightful solutions in any marketing related discussion.
Our learning objectives in this course include – a) Developing a structured approach to analyzing
marketing problems, b) Sharpening decision-making skills, and c) Designing marketing strategy.
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III. Class Format
There are 14 class sessions in this 7-week course. Class sessions will include a combination of
lectures, case analyses, discussion of assigned articles and current marketing events, and group
exercises. Please refer to the Detailed Course Schedule on pages 6 – 13 of this syllabus document
for details on the topic, required readings, recommended readings (if interested in exploring the
topic further), and deliverables for each session.
There is a considerable amount of required reading in this course. I expect students to be thoroughly
prepared for class, so that the class is engaging and the discussions, meaningful. I strongly
encourage you to read business newspapers and magazines for current marketing related news
and marketplace events. This will help you connect the dots, so to speak, between concepts learned
in class and real world marketing problems.
V. Grading Scale
The grading scale, and point conversion that will be utilized for the final grade is as follows:
GPE GPE
A= 93 – 100% 4.0 C+ = 77 – 79.99% 2.3
A- = 90 – 92.99% 3.7 C= 73 – 76.99% 2.0
B+ = 87 – 89.99% 3.3 C-= 70 – 72.99% 1.7
B= 83 – 86.99% 3.0 D+ = 67 – 69.99% 1.3
B- = 80 – 82.99% 2.7 D= 63 – 66.99% 1.0
Please note that grading will be based on relative rather than absolute standards. The average
grade for the class in this course will be a 3.6 or lower.
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VI. Explanation of Graded Components
• Class Contribution: 10% of the Final Grade
Quality contribution to class discussions is a key component of learning in this class. This
involves insightful comments, sharp analysis, active listening, and respectful and constructive
participation. Needless to say, merely using up airtime does not translate into a higher
contribution grade. Your participation in class will be graded by an assigned core team, and me.
Core team assignments for grading class participation will be made on the first day of class.
• Ask the Right Question: 10% of the Final Grade
The course will feature an assignment folder on Carmen/Canvas, “Ask the Right Question”
(ATRQ). Each team can contribute a question for an upcoming class session by 11:59 PM the
night before class (e.g., if you wish to submit an ATRQ for session # 2, you have until 11:59 PM
on Wednesday, 8/23). The question should be related to the topic being addressed in that class
session, and should not have been answered in any of the readings or cases assigned for that
day (therefore, only post a question if you have read all the assigned readings on that topic).
Each team is required to submit a total of 5 ATRQs, during the course (i.e., starting from session
# 2 and ending with session # 14). An ATRQ submission needs to accomplish three things – 1)
be based on concepts in the readings for that class session, 2) apply the concepts to a real world
example, and 3) speculate on the question by providing alternatives based on your learning so
far. Page limit: 3 pages, single-spaced. Please cite all sources, and provide a link to the article /
source that your ATRQ is based on. If you submit more than 5 ATRQs, I will consider the 5 best
submissions. Sample ATRQs are posted on Carmen/Canvas.
• Quiz on Marketing Math: 10% of the Final Grade
The Quiz will consist of a problem set to be solved in around 20-30 minutes (exact time will be
announced in class). This is an individual assignment, and no collaboration is allowed.
• Case Analysis: 10% of the Final Grade
Each team will be assigned one case to analyze (either case # 3 or case # 6). Case analysis should
follow the broad questions outlined in the ‘Case Analysis Questions’ on page 14 of this syllabus
document, and demonstrate strategic thinking, application of concepts learned in class, and
original contribution. Page limit and formatting: 7 pages, single-spaced, Times New Roman 12,
with 1” margins on all sides; figures, tables and appendices can take up an extra 3 pages. Your
team’s Case Analysis will be due at 11.59 PM the night before class (in which we’re scheduled
to discuss the case). Therefore, if your team has been assigned Case 3 (or Case 6) for your
assignment, the report will be due at 11.59 PM on Monday, 9/25, (or Wednesday, 10/4). Upload
the file to the appropriate assignment folder on Carmen/Canvas.
• Exams: 25% of the Final Grade (Mid-term); 35% of the Final Grade (Final)
The Mid-term and Final Exams will consist of case analyses. You are allowed to refer to your
notes and class slides (not the course packet readings, just your notes and class slides) during
these exams. Exams will cover all course materials (readings, class slides, snippets) and learning
until the class prior to the exam. The final exam, therefore, is cumulative. A set of sample mid-
term exam questions will be posted on Carmen a week prior to the mid-term.
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VII. Classroom Professionalism, Policies and Etiquette
To maintain the highest professional standards expected of a quality MBA program, the
following classroom policies have been designed for this course -
1. Laptops, tablets and cell phones are turned off and put away. All computers, tablets
and smart-phones have to be switched off and put away during class, unless the
professor asks you or permits you to use them for a classroom related activity.
2. Students arrive on time. Please come to class on time. If you are going to be over five
minutes late, or need to leave early for a specific reason, please get prior permission.
3. Student absence. If you are unable to attend class on any occasion, please notify me
via email in advance, unless it is an unforeseen emergency. You will be given an
option to submit an assignment in lieu of missed class, to make up for missed class
contribution points.
4. Absence during quizzes and exams. There will be no make-up exams, unless there’s
an emergency. Plan your schedule accordingly.
6. Students display name cards. This will help me remember your contributions in class,
and also help the core team that is grading class participation.
7. Food and drink consumption. Please minimize the consumption of food or drinks
(except water) during class.
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IX. Expectations from the Fisher Community
1. Behave with Honesty and Integrity
2. Demonstrate a Strong Work Ethic
3. Show Respect towards Faculty, Staff and Peers, Inside and Outside the Classroom
4. Nurture and Develop the Potential in You
5. Nurture and Develop the Potential in Others
6. Take Responsibility for your Actions and Inactions
7. Represent Yourself and Fisher Well
X. Disability Statement
Any student who feels s/he may need an accommodation based on the impact of a disability
should inform the instructor privately and contact the Office for Disability Services
(www.ods.ohio-state.edu) at 614-292-3307 in room 098 Baker Hall (113 W 12th Ave); they
coordinate reasonable accommodations for students with documented disabilities.
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XII. Detailed Course Schedule
Introduction to Marketing
Required Reading: The Five Competitive Forces that Shape Strategy (2008).
Michael E. Porter. Harvard Business Review. Course Pack.
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Session 3: Tuesday, August 29
Recommended Readings: 1. Tailoring Your Strategy to Fit the Culture (2010). Marieke de
(If interested) Mooij. IESE – Insight Magazine.
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Session 5: Tuesday, September 5
The Consumer
Required Reading: Consumer Behavior and the Buying Process (2014). John T.
Gourville and Micheal I. Norton. Core Curriculum Readings,
Harvard Business Publishing. Course Pack.
Quiz on Marketing Math: 10% of the Final Grade. In-class. Closed Book.
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Mid-Term Exam: Monday, September 11, 1:00 PM – 3:00 PM, Gerlach 375
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Session 9: Tuesday, September 19
Recommended Readings: 1. Note on Test Marketing (2009). Michael R. Pearce and Jordan
(If interested) Michael. Richard Ivey School Business Foundation.
Basics of Segmentation
Recommended Reading: 1. The Customer Has Escaped (2003). Paul F. Nunes and Frank
(If interested) V. Cespedes. Harvard Business Review.
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Session 11: Tuesday, September 26
Segmentation: Applied
Case Analysis Report: 10% of the Final Grade. Due by 11.59 PM on Monday, 9/25.
Introduction to Positioning
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Session 13: Tuesday, October 3
Required Cases: Case # 4: Positioning the Tata Nano (A) (2011). Alice Tybout
and Natalie Fahey. Kellogg School of Management. Course
Pack.
Case Analysis Report: 10% of Final Grade. Due by 11.59 PM on Wednesday, 10/4.
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Final Exam: Tuesday, October 10, 8:30 AM – 11:30 AM, Gerlach 365 & 375
FINAL EXAM
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XIV. Case Analysis Questions
Case 1: Limitless Possibilities: Strategic Growth from New Segments for The Limited
Perform a strategic analysis of The Limited’s current position and its competitive landscape using
frameworks and tools learned in class. What are the growth options that The Limited could have pursued
for it to still remain viable today? Would the growth objectives outlined in the case (Targeting Hispanic
and African-American consumers) saved The Limited? Why or why not? Use any and all growth
frameworks to chart out short term and long term growth strategies for The Limited. Build guidelines for
what the brand shouldn’t do, so as to not risk alienating its current consumers. Elaborate on the ROI for
the budgeted investment.
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XV. Course Timeline at a Glance
Readings:
Session # 1 1. Note on Marketing Strategy
Tuesday, 8/22/17 Introduction to Marketing 2. When Marketing Is Strategy
Reading:
Session # 2 Basics of Marketing 3. The Five Competitive Forces
Thursday, 8/24/17 Strategy
Session # 3 Case:
Tuesday, 8/29/17 Marketing Strategy: 1. Limitless Possibilities: Strategic Growth from
Competing in Existing & New Segments for The Limited
New Markets Reading:
4. A Supplement on Basic Marketing Math
Session # 4 Case:
Thursday, 8/31/17 Marketing Strategy: 1. Limitless Possibilities: Strategic Growth from
Growth Strategies New Segments for The Limited
Reading:
5. Note on Product-Market Growth Matrix
Session # 6 Readings:
Consumer Behavior &
Thursday, 9/7/17 7. Competing on Customer Journeys
Attitudes
8. Elements of Value
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Session # 7 Readings:
Basics of Marketing
Tuesday, 9/12/17 9. Marketing Intelligence
Research
Session # 9 Case:
Tuesday, 9/19/17 Marketing Research: 2. The Springfield Nor’easters: Maximizing
Applied Revenues in the Minor Leagues
Session # 10 Readings:
Thursday, 9/21/17 Basics of Segmentation 10. Customer Segmentation in Business-to-
Business Markets
Session # 12 Reading:
Thursday, 9/28/17 Introduction to Positioning 11. Positioning: The Essence of Marketing
Strategy
Session # 13 Cases:
Tuesday, 10/3/17 Positioning Products & 4. Positioning the Tata Nano (A)
Services 5. ThoughtWorks (A): Targeting and
Positioning Basics for a Service Firm
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