Marketing Management MKT430
Kevin McTigue (Section 72)
This course is intended to introduce you to the essentials of marketing: how firms and consumers behave and what strategies and methods marketers can use to successfully operate in today's dynamic environment. Specifically, the course goals are:
There are three main components of this course:
As noted above, teamwork is an essential component of the course. Groups will be formed during the first week of class and should be 4-6 students each. Students will work in these teams to prepare for case discussions and written assignments.
For each written assignment, one of the group members will act as the team leader. The team leader's job responsibilities include scheduling group meetings and submitting the case write up. In situations when there is a disagreement between group members (e.g., deciding on the best course of action), the team leader will make the final decision. Team leaders will change after each assignment.
To ensure equal participation on group projects, team members are requested to evaluate each other's performance using the Team Evaluation Form. This form is to be submitted anytime after the completion of the last group assignment and before the deadline for the final exam.
Each week students will submit individual solutions for the case(s) assigned using the online form following each case. All individual case solutions are due by 1pm the day before the class in which the case is discussed.
In addition, your group will also submit a solution using the same form and due by 11pm the day before class. The process of explaining/convincing teammates of your individual position enhances both individual learning and the quality of the class discussion.
Although not formally graded, these case assignments are an important aspect of your preparation for the in-class case discussion.
There is one quantitative assignment on financial aspects of marketing. Details and the submission template will be made available.
There are two written case assignments: Calyx Flowers and Datril. Each team will prepare a single case write-up for each assignment. Use the case writeup template available on the website to write your analysis (1,000 words max, excluding the exhibits). The case assignment format is designed to enhance your analytical skills and your ability to communicate ideas in a clear, succinct, and persuasive manner.
All written assignments should be submitted by email as attachments following the case submission guidelines. All assignments are due by 1:00 PM the day before the class in which the case is discussed. Late cases will not be accepted. Please anticipate scheduling conflicts and submit early if necessary.
The final exam is a case analysis. The case will be distributed in week 9. This is a take-home assignment. The case analysis format and grading criteria are the same as for cases discussed in class. Early submissions are welcome.
- The course pack is required.
- Alexander Chernev, Strategic Marketing Management, 7th edition, Cerebellum Press, 2012 is strongly recommended and will be extensively used throughout the course.
Should you desire additional reading, I recommend Philip Kotler and Kevin Lane Keller, Marketing Management, 14, Prentice Hall, 2012. This book provides a comprehensive discussion of marketing concepts, frameworks and terminology illustrated by brief real-world case studies. It is an excellent reference book as is Alice M. Tybout and Bobby J. Calder, Kellogg on Marketing, Second Edition, John Wiley & Sons, 2010.
However, these two texts are not the explicit focus of our class discussion or your assignments and, therefore, are not required for the course.
Each student's overall course grade will be based upon the following:
Case memos are graded on a 10 pt scale as follows:
Class participation grading is based on completion of the Qualtrics surveys in advance of each class meeting, attendance (you can’t participate if you’re not there), the quality of the contributions that you make to class discussion (quality not quantity...be sure you give others a chance to participate too), and on feedback on your participation in group assignments from your team.
Please feel free to ask any questions in or outside of class to maximize your understanding of the material. You will not be evaluated on questions that you ask to clarify lecture or course material. If you have a question, chances are that the same question is on the minds of some of your classmates as well. Thus, you are doing the class a favor by asking it.
Final grades usually range from A to C. The grading is “on the curve” and, in accordance with guidelines set by the dean’s office for core courses, the total number of A’s in any given section will not exceed 40%. Keep in mind that your grade is not always a perfect indicator of your potential marketing skills; it simply reflects your performance on the set of specific tasks outlined above.
In addition to Kellogg's Honor Code, the following rules apply to this class: