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Harvard University Extension School Marketing Management (E-6000) Fall 2011 Tony Gallo Tony.Gallo@hawkpartners.

com Course Syllabus


Overview: This course will serve as an exploration and building of the skills needed to be an adept marketer. Part and parcel of understanding Marketing is to appreciate the different perspectives about the craft and function CMO and team; CEO, CFO, outside advisors. This course will prepare students to have a reasoned point-of-view about Marketing in order to discuss and practice Marketing with sensitivity to these diverse perspectives. Suggested (not required) Text: Charles W. Lamb, Joseph F. Hair, Jr., and Carl McDaniel, Marketing, more recent editions (8-10), 2007, Prentice-Hall Books: Al Ries, Jack Trout, Positioning: The Battle for Your Mind, December 2000, McGraw-Hill, Articles: Theodore Levitt, Marketing Myopia, HBR Reprint R0407L Each class will be an interactive discussion focusing on grasping the key principles and options available on each topic. Some will focus on cases.

Books and Other Materials:

Classes: Deliverables:

Starting about mid-term, each week a team of students will prepare/present on a specific element of marketing There will be several (2-4) short papers (each 1-2 pages) There will be a final paper (likely 4-5 pages) due the last week of class Every student prepared to participate in each class Class participation will be a factor in grading Class participation (20%) Team presentation (20%) Short papers (35%) Final paper (25%)

Expectations:

Grading:

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Week 1:

Overview of Marketing and Course Marketing goals and objectives Individual students learning objectives Organization of course Perspectives on Marketing Underlying skills needed/themes of course Marketing roles and models Marketing ROI Elements of Marketing Instinct vs. information What makes a difference? Assignment for Week 2: Paper on art vs. science

Week 2:

Is Marketing an Art or Science? Class debate Implications Definition of Marketing Assignment for Week 3: Read Marketing Myopia

Week 3: Week 4:

Overview of the Marketing Function Research: Linking Data to Decision Making Primary vs. secondary research Pros and cons of research

Assignment for Week 5-6: Read Positioning Week 5-7: The Ws and the Ps of Marketing Positioning Pricing Packaging Product Who to target, why they should buy, where to market, when to market Presentation Assignments Advertising, PR and ROI

Week 7: Week 8:

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Weeks 9 -11:

The Marketing Plan + Presentations Situation Assessment Targeting Approach o Value Proposition o Positioning and Branding o Marketing Goals o Marketing Mix Tying it Together: The Brand and Branding Integrated Marketing

Week 12:

Week 13: Week 14: Week 15:

What Makes a Difference? Summary Final Paper Due

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