MKTG 497 - Marketing Management

Western Illinois University

Fall 1997

Instructor: Dr. John T. Drea
Office: 427 Stipes
Telephone: Office: 298-1272
Home: 837-4605 (no calls after 9 p.m., please!)
Office Hours: MWF, 10:00-11:00 a.m. and by appointment
Meeting Time: 9:00-9:50 MWF
Location: ST 209

Course Description:
The integration and implementation of marketing strategy by the marketing manager is the focus of this capstone course. Through participative analysis and discussion, each student is exposed to the dynamic marketing environment. Not available to students who have completed MKTG 427.

3 semester hours

MKTG 327, an additional six semester hours of marketing coursework, and senior standing.

1. Kotler, Philip (1997). Marketing Management, 9th ed. Englewood Cliffs, NJ: Prentice-Hall.

2. Cravens, David W., Charles W. Lamb, Jr., and Victoria L. Crittenden (1996). Strategic
Marketing Management Cases, 5th ed. Chicago: Richard D. Irwin.

Course Focus:
MKTG 497 is a capstone course. This means that MKTG 497 should serve to deepen and integrate knowledge you have acquired elsewhere in the marketing curriculum. As a result, you are expected to enter MKTG 497 with a good working knowledge of the individual components of marketing. MKTG 497 should add to the depth of your understanding through in-class work and reading assignments (assessed through quizzes and examinations). MKTG 497 is also intended to sharpen your business presentation skills through a detailed feedback process.

Course Goals:
Upon completion of this course, the student should be able to:
  1. Describe the role of marketing in both for-profit and not-for-profit organizations, and the role of marketing as a societal force.
  2. Identify those areas of an organization which create value for customers (as well as those which do not).
  3. Explain what is meant by a sustainable competitive advantage.
  4. Use Porter's generic competitive strategies to analyze the current strategies used in business cases.
  5. Conduct an analysis of the marketing environment for a given organization, including an examination of the strengths, weaknesses, threats, and opportunities facing the organization.
  6. Select appropriate data collection and analysis procedures for a marketing research proposal.
  7. Use importance-performance analysis to create a perceptual product map for a given product.
  8. Identify and explain those factors which influence the profitability of a given industry.
  9. Describe frameworks and relevant considerations for analyzing business and consumer market behavior.
  10. Use a process for analyzing consumer behavior to identify opportunities to boost traffic and sales in a retail environment.
  11. Describe procedures for measuring and forecasting market demand.
  12. Understand what is meant by commoditization, including identification of its warning signs and actions which can be taken to prevent it.
  13. Explain the relationship between awareness, attitude, loyalty and brand equity.
  14. Identify ways of enhancing brand equity among stagnant brands.
  15. Describe alternative strategies for market leaders, market followers, market challengers, and market nichers.
  16. Provide an example of how to differentiate the products of an organization from its competitors.
  17. Identify three alternative means for handling complimentary products, and select the alternative which best optimizes benefits for the organization.
  18. Describe a process for managing the following marketing programs:
    a. product lines
    b. support products and services
    c. pricing strategies
    d. promotional mix strategies
    e. advertising, sales promotion, and direct marketing strategies
  19. Analyze channel relationships and identify areas for improved customer service and/or greater efficiency.
  20. Identify the five possible service quality gaps, and explain what can be done to minimize/avoid these gaps.
  21. Explain under what conditions sales promotion is typically preferred as a dominant promotional mix element, and under what conditions advertising is a dominant promotional mix element.
  22. Deliver an effective business presentation which clearly states a marketing problem, analyzes the situation, proposes an effective solution, and addresses the implementation of the solution.
Course Outline:
Week Date Assignment
1 8/25-29 --Review of syllabus
--Assignment of cases
--Read Chapter 1: Assessing Marketing's Critical Role in Organizational Performance
--Read Chapter 2: Building Customer Satisfaction through Quality, Service, and Value
2 9/1-9/5 --Labor Day - No Class (9/1)
--Quiz #1, Chapter 3 (9/3)
--Read Chapter 3: Winning Markets through Market-Oriented Strategic Planning
--Case #1 (9/5): California Valley Wine Company, p. 29
3 9/8-12 --Read Chapter 4: Managing Marketing Information and Measuring Market Demand
--Quiz #2, Chapter 5 (9/10)
--Read Chapter 5: Scanning the Marketing Environment
--Case #2 (9/12): Battered Women Fighting Back!, p. 19.
4 9/15-19 --Read Chapter 6: Analyzing Consumer Markets and Buyer Behavior
--Case #3 (9/19): Golden Valley Microwave Foods, Inc., p. 189
5 9/22-26 --Read Chapter 7: Analyzing Business Markets and Business Buying Behavior
--Quiz #3, Chapter 7 (9/24)
--Case #4 (9/26): Navistar International Transportation Corporation, p. 101
6 9/29-10/3 --Read Chapter 8: Analyzing Industries and Competitors
--Quiz #4, Chapter 8 (10/1)
--Case #5 (10/3): Metropol Base-Fort Security Group, p. 214
7 10/6-10 --Exam #1 (Chapters 1-8), 10/6
--Read Chapter 10: Differentiating and Positioning the Marketing Offer
8 10/13-17 --Read Chapter 12: Managing Life-Cycle Strategies
--Quiz #7, Chapter 12 (10/15)
--Case #6 (10/17): Amtech Corporation, p. 295
9 10/20-24 --Read Chapter 13: Designing Marketing Strategies for Market Leaders, Challengers, Followers, and Nichers
--Quiz #6, Chapter 13 (10/22)
--Case #7 (10/24): LoJack Corporation, p. 350
10 10/27-31 --Read Chapter 14: Designing and Managing Global Marketing Strategies
--Case #8 (10/29): Konark Television India, p. 449
--Exam #2 (Chapters 10-12, 13-14) 10/31
11 11/3-7 --Read Chapter 15: Managing Product Lines, Brands, and Packaging
--Case #9 (11/7): Quality Plastics International S.A. de C.V., p. 129
12 11/10-14 --Read Chapter 16: Managing Service Businesses and Ancillary Services
--Quiz #7, Chapter 16 (11/12)
--Case #10 (11/14): Rollerblade, Inc., p. 487
13 11/17-21 --Read Chapter 17: Designing Pricing Strategies and Programs
--Quiz #8, Chapter 17 (11/17)
--Case #11 (11/21): Eastgate Liquor (handout)
14 11/24-28 Thanksgiving Break - No Classes
15 12/1-5 --Read Chapter 18: Selecting and Managing Marketing Channels
--Read Chapter 20: Designing and Managing Integrated Marketing Communications
--Case #12 (12/5): National Breweries, p. 512
16 12/8-12 --Read Chapter 21: Managing Advertising, Sales Promotion, and Public Relations Programs
--Quiz #9, Chapter 21 (12/10)
--Read Chapter 22: Managing the Sales Force
--Case #13 (12/12): Bear Creek Golf Range, p. 663
--- 12/17 FINAL EXAM (Chapters 15-18, 20-22) , 8:00-9:50 am

Related Class Information:
Attendance - Individual Class Sessions: MKTG 497 is a seminar class. In-class discussion of the material is fundamental to the course. As a result, you are expected to attend each class. Each student will be allowed five (5) absences. Each additional absence will result in the loss of five points toward the determination of a course grade. For an absence to be excluded from this total, written documentation is required, such as a note from a physician indicating a serious illness, or a note from an employer that you will be unavailable due to job-related reasons. Other reasons for absences (overslept, personal crisis, cold/flu, family illness, job responsibilities, car trouble, etc.) will be counted as an absence.

It is important to also remember that class participation is also a determinant of the course grade, and attendance is a pre-requisite for participation. If you are absent, you cannot participate, which will further lower your course grade.

Lectures and Class Activities: MKTG 497 has been carefully planned to ensure that we cover all important topics. Some of these topics are covered exclusively in the book, some are covered exclusively in class, and some are covered in both. I do not lecture straight from the book, so attendance and participation in class is important to mastering the material.

Exams: MKTG 497 has three exams. The format for all three exams is short answer/essay. Approximately two class meetings prior to the exam date, I will distribute a list of 15-20 potential examination questions. These questions will come from the book and material covered in class. From this list, I will select 4-6 actual questions for the examination. Please note that the instructor reserves the right to change this exam format (i.e., not providing the possible questions in advance) if I perceive that students are abusing this testing system.

Quizzes: It is vital in a seminar course like MKTG 497 that students keep up on the required reading in the course. This benefits student performance in class, and makes for livelier class discussions. One way of ensuring that students stay current with their reading is to schedule a quiz over a chapter before the class discussion of the same material. A total of nine quizzes are required in the course, with the highest eight quizzes counted in the course grade (i.e., you drop the lowest score.)

Case Analysis: Students are expected to work in groups of 3-4 in the analysis of three cases assigned from the case book or handouts. Each group will be allotted 15-30 minutes to define the problem presented in the case, analyze the problem, develop alternatives and select a proposed solution. Twenty additional minutes will be set aside for members from the class and the instructor, with any remaining time for providing feedback from the professor to the student presenters. Each student receives two grades for each case: a grade for the groups's written case analysis (all group members receive the same grade) and a grade for the student's portion of the case presentation.

Cases are frequently videotaped by the instructor for playback to the student presenters. Some students find this intimidating. However, video provides valuable assistance in developing presentation skills, which is one of the goals of the course.

Attendance - Quizzes, Exams and Case Presentations: You are required to attend all quizzes, examinations and your group case presentations. Failure to be present can result in a grade of zero for the quiz/exam/case. Any such absences must be cleared in advance with the instructor.

Reading Assignments: All reading assignments for the semester are listed in the course outline. You are expected to have read the assignments prior to the class meeting, since the discussion in class will assume that you are knowledgeable of the material.

The grade for the course will be determined using the following criteria.
Exam #1 100 pts.
Exam #2 100 pts.
Exam #3 100 pts.
Quizzes (8 highest scores @ 10 points each) 80 pts.
Case Presentations
Written Case Analysis (3 @ 30 pts each)
Case Presentation (3 @ 20 pts each)
Case Totals:

90 pts.
60 pts.
150 pts.
Participation 70 pts.
600 pts.

Grading Scale:
540 points or more = A (100-90%)
480-539 points = B (89-80%)
420-479 points = C (79-70%)
360-419 points = D (69-60%)
359 points or less = F (59% and less)

What If I Need Help?
If you find you are struggling, please see me as soon as possible. WIU has many resources to help you succeed, and I will also do what I can to help you learn the material. If you will be absent from class due to participation in athletics or other college extracurricular activities, see me early in the semester. Also, if you have a disability which requires accommodation, please see the office of disability services early in the semester. Finally, feel free to stop by my office during scheduled hours, or see me outside of class whenever you have questions. Remember, the sooner you see me with any problems you are having, the sooner we can work together to help you master the material.