MRKT 520-MARKETING MANAGEMENT

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MRKT 520-MARKETING MANAGEMENT

• DR. Ugur Yucelt
• Office Phone[phone]
• E-Mailuqy_at_psu.edu
• Summer 2002 MW600-910 pm
• Office Hours MW 500-600pm

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REQUIRED TEXTS

• Kotler, Philip. Marketing Management
• (10th edition), Prentice-Hall, 2000.
• Harvard Business School Cases
• Handouts
• Supplementary Readings
• Business Journals and papers for practical
  applications.

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COURSE DESCRIPTION

• MBA level marketing course emphasizing decision
  making approach and strategic marketing,
  marketing systems, marketing planning, marketing
  communications, pricing, marketing research and
  international marketing. Theory and practice are
  combined. Class participation is encouraged and
  expected.
• Prerequisites
• BUS 501 and ECNMS 510

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OBJECTIVES

• To introduce marketing management concepts.
• To discuss theoretical and practical aspects of
  marketing.
• To introduce problem solving approach using
  Fortune 500 corporations.
• To introduce group work for practical
  applications/examples.

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METHODS OF INSTRUCTION

• Web-based Learning
• We will use Web and Web technology to deliver
  information and other materials. For this
  purpose, a Web page will be designed for your
  convenience. All power point materials will be
  available in the course Web address. You send me
  e-mail whenever you have a question or would like
  to reach me..
• Student-Centered Approach
• You will have opportunity to involve, participate
  and share your experiences/knowledge with each
  other. Therefore, your out of class preparation
  is very important in learning process. Text book
  materials will be a guideline for your
  preparation and class discussion. Some
  suggestions are
• Be enthusiastic and maintain a positive attitude
  in the classroom.
• Emphasize quality over quantity of materials you
  will be presenting.
• Be creative/innovative.

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METHODS OF INSTRUCTION (CONT.)

• Problem-Based Learning
• This approach uncourageous each of you to
  contribute to the progress of this course. The
  most important aspects of this efforts is that
  each of you will activate your prior knowledge
  and experiences in learning process. While I
  recognize the importance of lectures in the
  classroom, I recommend incorporating
  problem-based learning and active student
  participation in each class.

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ASSIGNMENTS

• WRITTEN CASE STUDIES AND PRESENTATION
• WRITTEN RESEARCH ASSIGNMENT AND PRESENTATION
• CLASS PARTICIPATION
• COURSE PROJECT

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CASE STUDIES

• Showing the operations of cultural factors.
• New product introduction and new product
  success/failure
• Framing benefits and cost for maximum value.
• On-line marketing and its implementation
• Role of Internet on media mix and its role in
  channels of distribution
• Supply chain management

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OUTLINE OF CASE REPORT

• Problem identification
• Main Problem
• Sub Problems
• Alternatives
• Evaluation of Alternatives
• Pros and Cons of each alternative.
• Selection of the Best Alternative
• Selection and Recommendation
• Managerial Implications

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GUIDELINES FOR CASE ANALYSIS

• Everyone must read the case before each
  presentations.
• Group members who assigned the case must lead the
  discussion and submit a written copy.
• Each group must select a leader for division of
  work.
• Peer evaluation at the of semester.

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ASSIGNMENTS (CONT.)

• Mini Research Assignments
• Library research on different topics which are
  related and introduced into marketing field.
• Recent Articles/Examples in Business Journals
• To be current, articles in business
  journals/papers should be read. Titles of
  articles are related to our chapters and they are
  listed in your syllabus on weekly basis.
• Class Participation
• Class participation is expected after each case
  presentation and research assignment. You can
  also ask questions and make comments about
  chapter materials and outside readings.

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ASSIGNMENTS (CONT.)

• Course Project
• Course project will be based upon your reading
  assignments and other resources. You will apply
  the theoretical and application materials to one
  of the 100 fastest growing company, which is
  given to you with the handouts. Marketing plan
  for the company of your choice must be completed
  at the end of this semester, Please see the
  outline in the syllabus for your project.
  Project should be taken as a group of 2-3
  students. You should submit a proposal about
  your choice within the second week of this short
  semester. For the course project, your
  contribution in the group is extremely important
  to earn the highest grade in this course.

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ASSIGNMNETS (CONT.)

• Attendance
• I expect that everyone attend the class unless
  some conflict in your work or family
  responsibility prevents it.
• Conference Hours
• I will be in my office every MW between 500-600
  pm. You can call me or send e-mail, if you
  need it.
• Grading Policy
• Cases/Presentation..30
• Research Assignments/presentation...15
• Take-Home final.40
• Participation/contribution15

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COURSE CONTENTS

• Week I Chapts. 1-4, and readings.
• Week II Chapts. 5-8, and case study, assignment
  and readings.
• Week III Chapts. 9-11, and case study,
  assignment and readings.
• Week IV Chapts. 12-13,15-16, and case study,
  assignment and readings.

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COURSE CONTENTS (CONT.)

• Week V Chapts. 17-19, and case study, assignment
  and readings.
• Week VI Chapts. 21-22, and case study assignment
  and readings .
• TAKE-HOME FINAL DUE

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QUESTIONS AND CONCERNS?