Marketing 401

Marketing Management: Creating Value For

Customers

Temple University
Fall 2000

Dr. Susan Mudambi

Department of Marketing
Speakman Hall Room 337
Tel: (215) 204-3561
Fax: (215) 204-6237
Email: smudambi@sbm.temple.edu
Home Page: http://www.sbm.temple.edu/~smudambi/
Course web site: http://www.sbm.temple.edu/~smudambi/mktg401
Office Hours: By appointment

Course Description

Marketing Management is the art and science of choosing target markets and
getting, keeping, and growing customers through creating, delivering, and
communicating superior customer value. Marketing management seeks to meet
organizational objectives by effectively satisfying customers in a dynamic
environment. This course provides an overview of marketing processes and
marketing principles, and provides students with the opportunity to apply the key
concepts to practical business situations.

Learning Objectives

To apply marketing theory and concepts to what marketers do in "the real world"
To use marketing concepts to make business decisions
To improve familiarity with current challenges and issues in marketing

Nature of the Class

The class meets on Thursday 7:25 - 9:55 p.m. Classes may involve lectures,
videos, guest speakers, small group exercises, case analyses and discussions.
Student contributions are an important part of the course. Students are expected to
attend class, participate and contribute to discussions, and keep up with current
issues in buyer behavior and marketing strategy.

Prerequisite

1
A background in Economics is helpful, but not required.

Required Text

Kotler, Philip (2000), Marketing Management (10th edition), Prentice Hall.

Other required readings will be assigned. These will be available in class, or via the
course website. Also, you are expected to keep themselves current with issues in
buyer behavior and marketing strategy by reading newspapers, business magazines,
books, and online news sources. The Wall Street Journal and the Philadelphia
Inquirer are especially recommended.

Overview of Assessment

Assessment will consist of two exams (30% each), three case analyses (10% each),
and class participation (10%). The exams will assess your understanding of key
course concepts. The case analyses will assess your ability to apply course concepts
to what customers and companies do. Participation includes in-class discussion of
cases, readings, exercises, and current marketing challenges.

Weight Deadline

Case 1 10% Week 5: October 5

Exam 1 30% Week 7: October 19
Case 2 10% Week 9: November 2
Case 3 10% Week 11: November 16
Exam 2 30% Week 15: December 14
Participation 10% each week
100%

Exams

The exams will be held in class on October 19 (Week 7), and December 14 (Week
15). They will cover assigned reading material and class discussions. Questions
will primarily be in a multiple choice and short answer format. I will distribute a
Study Guide to the exam, along with sample questions.

Case Analyses

Three case analyses will assess your analytical and written communication skills. I
will provide you with the cases. The case questions will require you to apply your
understanding of course principles to the situations described in the cases. The
specific questions and assessment criteria will be provided to the class. The
analyses should not exceed 5 pages in length.

2
Deadlines - The deadlines for the case analyses are at the beginning of class on the
assigned days. Analyses turned in after the start of class will be marked down 10%.
Analyses will not be accepted after 10 p.m. on the deadline day.

Class Participation

Student participation is an important component of the course. Students are

expected to come to class prepared, and willing to discuss the readings, cases,
videos, and other class exercises. Participation in the class listserv is also expected.

Class Listserv

Subscribing to the listserv address is required. This will allow you to send messages
to the class, receive class messages from me and other class members, etc. Also, the
review for the exams will be posted to the listserv approximately three to four days
before the exams.

Instructions for Subscribing

(1) send an email message to listserv@listserv.temple.edu

(3) leave the subject line blank
(4) type the following in the body of the message: sub marketing401-smudambi
your name (first last).
Once you are subscribed, you can post messages by sending email to:
marketing401-smudambi@listserv.temple.edu
(Please note that this address is different from the one you used to subscribe).

Personal Integrity

Please refer to the Temple University Student Handbooks discussion on plagiarism

and academic honesty. Using information from other sources and not citing the
source is plagiarism, a form of cheating. If you are working with other students,
please remember that failing to contribute adequately to the project but taking full
credit for others efforts is cheating and will be punished appropriately.

Changes

This course syllabus and schedule are preliminary, and are subject to change pending
notification in class, the Listserv or via the course website. Students are expected to
check the course website before each class session.

3
 Marketing 401
Marketing Management
Dr. Susan Mudambi, Fall 2000

Wk Date Topic Readings

(additional readings may be
assigned)
1 Sept. 7 Introduction to Mktg 401 Mktg 401 Syllabus
Overview of Marketing Management Chapter 1 and Chapter 2
2 Sept. 14 Customer Satisfaction & Chapter 2
Strategic Planning Chapter 3
3 Sept. 21 Market Research & Chapter 4
The Market Environment Chapter 5
4 Sept. 28 Consumer Behavior Chapter 6
Business Buying Behavior Chapter 7
5 Oct. 5 Case 1 Deadline
Oct. 5 Competition Chapter 8

6 Oct. 12 Segmentation, Targeting and Positioning Chapter 9

Chapter 10
7 Oct. 19 Exam #1 (Chapters 1-10)

8 Oct. 26 NPD & Chapter 11

Global Marketing Chapter 12
9 Nov. 2 Case 2 Deadline
Nov. 2 Products, Brands & Chapter 13
Services Chapter 14
10 Nov. 9 Pricing Chapter 15

11 Nov. 16 Case 3 Deadline

Marketing Channels, Chapter 16
Retailing & Wholesaling Chapter 17
12 Nov. 23 THANKSGIVING BREAK -- enjoy !!

13 Nov. 30 IMC & Chapter 18

Advertising, Sales Promotion & PR Chapter 19
14 Dec. 7 Direct Marketing & Chapter 20
Online Marketing Chapter 21
15 Dec. 14 Exam #2 (Chapters 11-21)