Marketing and Communication Master of Business Administration (MBA) September 2011 Content of the course The Marketing course

will provide participants with the core challenges and key issues for market- and customer orientation. It offers concepts and frameworks for major challenges in marketing management, when companies are looking for ways to improve their market positions. The course will begin with the principles of market and customer orientation followed by concepts and strategies for market-oriented growth of the firm. This framework focuses on the market related competencies and capabilities of companies that are necessary to succeed in competitive market situations. Key concepts for market oriented challenges will be presented and discussed. Further focus will be put on brand management as well as on channel management. The course will refer to real life situations and cases in order to combine theory with application. Objectives This course has the following objectives: to understand the major issues and challenges in marketing management; to analyze specific marketing situations and develop adequate marketing concepts, and to get comfortable with key concepts in marketing management and apply them to real life corporate situations. Lecturers Professor Dr. Marcus Schgel, born in Berlin (1967) is a Director at the Institute of Marketing at the University of St. Gallen. He studied business administration at the Free University of Berlin. He earned his doctoral degree from St. Gallen University in 1997 and is since then lecturing different courses in marketing on bachelor, master, and executive level. His research focuses on current issues in Marketing Strategy, Channel Management, Innovation Driven Marketing, and Interactive Marketing. In his research he works closely together with different companies from consumer goods as well as from service and IT-industries (e.g., BMW Group, Henkel, Sonova, PriceWaterhouseCoopers, McKinsey, TUI und Microsoft). Professor Dr. Andreas Herrmann, born in Waldshut (1964), studied business administration at the Koblenz School of Corporate Management, where in 1992, he also earned his doctoral degree with the highest distinction. He holds a habilitation degree from the University of Mannheim (1996). From 1992-1994 he was a marketing manager at Audi and from 1994 to 1996 Assistant Professor of Marketing at the University of Mannheim. In 1997 he took over a marketing chair at the University of 1

Mainz. In 2002, he moved to the University of St. Gallen where he became director of the Institute for Media and Communication Management. Since 2008 he has been Director of the Center for Customer Insights. Gradings Your evaluation will be based on a combination of group work and individual assignments as follows: in-class participation (individual) 10% case presentation (group) 40% written paper (individual) 50% Rules and principles Dates and content of the course are preliminary. Announcements and changes to the program will be posted on the studynet. Please check the studynet frequently for changes in the program. Relevant content of the course derives from the topics covered in class (students will find handouts for each topic on the studynet prior to each lecture) as well as from mandatory readings. It is expected that students are prepared and are familiar with the recommended literature corresponding to the different topics of the lectures. The lectures will not replicate the required readings but will refer to them as a basis for discussions. You are invited to speak up in class. It is important that you bring in your own experiences and challenge critical issues. Please also note that any kind of plagiarism (for your group works as well as your individual written paper) will not be granted. Case study: Market oriented growth strategy for the BMW Group In addition to the conceptual and theoretical inputs from the lectures students will get the opportunity to work on a real life case. They will get the assignment to develop a market oriented growth strategy for the BMW Group in order to achieve the 2bn turnover objective in 2009 and will have the chance to present their solutions in class. In the beginning of the course, students will form groups to work on specific topics. The groups will get the chance to discuss critical aspects of their team effort with the lecturers and receive additional inputs. It is expected that teams use the concepts taught in the course to develop their recommendations. Each team has to present their results and discuss their recommendations with the class and company representatives. The evaluation will be based on the quality of the presented content and presentation skills including the discussion portion. The presentation will be held on Tuesday, September 27th, 2011 and should have a maximum length of 15 minutes plus 5 minutes discussion. Please prepare yourself to take questions! Written paper The individual assignment will sum up your personal learning experience developed in the course. The individual part of your grade will be based on an essay. The participants are asked to analyse and reflect on the marketing context and concept of the company that they have been/are working for. In writing your individual assignment you may want to consider the following questions: 2

How is your company handling the discipline of marketing? What kind of general marketing strategy is your company following? What are the major building blocks? What are the major challenges from a market oriented point of view? What do you consider the main issue for marketing in your company? What do you recommend on how to deal with the issue? Your essay should have a maximum length of 5 pages (Arial 11, 1.5 spacing). The individual assignment is graded by Marcus Schgel based on profundity of personal reflection. The criteria your paper will be judged by are the following: Handling of the topic: Are all points expressed in the paper useful to answer the topic? Is the topic dealt with in sufficient depth? Are the arguments used well thought through and creative? Structure of the paper: Are introduction, main part and ending appropriate? Is there a logical structure in the paper? Is the argumentation reasonable? Formal quality of the paper: Is there a clearly arranged layout? Is the language used appropriate? Are grammar and spelling correct? The written paper must be handed in via E-Mail (to marcus.schoegel@unisg.ch and jochen.binder@unisg.ch) on Tuesday, September 30th, 2011. Course overview This course will take place during the period from September 12th until October 4th, 2010. Sessions will take place in the MBA teaching room (Blumenbergplatz 9).
Date and time September 12th 0930-1700 September 14th 0930-1245 September 20th 0930-1245 1345-1700 September 21st 1345-1700 September 27th 0930-1700 September 28th 1345-1700 October 4th 0930-1245 Session topic Course Introduction Market Orientation Marketing Strategy Marketing Strategy ctd. Brand Management Channel Management Case Presentations Lecturers Schgel Schgel Schgel Schgel Schgel Schgel & Teams Herrmann Consumer Behaviour Trends for Marketing and Sales The Google Perspective New and Social Media Challenges for Marketing Warnking Schgel Deighton/Kornfeld, HenningThurau et al. Gutman; Thaler; Puto; Johnson/Herrmann/Huber Mandatory readings Kuss/Tomczak (1st Chapter), Day Kotler/Keller (Part 5) Tomczak/Reinecke/Mhlmeyer Keller Schgel/Pernet

Mandatory readings Day, G.: Closing the Marketing capabilities Gap. In: Journal of Marketing, Nr. 4/2011, p. 183-195. Deighton, J./Kornfeld, L. (2009): Interactivity's Unanticipated Consequences for Marketers and Marketing, in: Journal of Interactive Marketing, 23, 1, S. 4-10. Gutman, J. (1997): Means-end Chains as Goal Hierarchies, in: Psychology & Marketing, pp. 545-560. Hennig-Thurau, T./Malthouse, E.C./Friege, C./Gensler, S./Lobschat, L./Rangaswamy, A./Skiera, B. (2010): The Impact of New Media on Customer Relationships, in: Journal of Service Research, 13, 3, S. 311-330. Johnson, M./Herrmann, A./Huber, F. (2004): The Evolution of Customer Loyalty, Working paper. Keller, K.L. (1994): Conceptualising; Measuring and Managing Customer Based Brand Equity. In: Journal of Marketing. Nr. 1, pp. 1-22. Kotler, P./Keller, K.L. (2006): Marketing Management. 12th ed. Kuss, A./Tomczak, T. (2001): Strategic Marketing Planning. 2nd ed. (Chapter 1). Puto, C. P. (1987): The Framing of Buying Decisions. Journal of Consumer Research, pp. 301-315. Schgel, M./Pernet, N. (2010): Principles in Channel Management, Zrich. Thaler, R. H. (1999): Mental accounting matters. Journal of Behavioral Decision Making, pp. 183-206. Tomczak, T./Reinecke, S./Mhlmeier, S. (2004): The Task-Oriented Approach, Institute for Marketing and Retailing. St. Gallen University. 2004. Contact Prof. Dr. Marcus Schgel Institute of Marketing University of St. Gallen Dufourstrasse 40a 9000 St. Gallen marcus.schoegel@unisg.ch For further information and organizational questions please contact: Jochen Binder (assistant to Marcus Schgel, jochen.binder@unisg.ch).