MBA 623: Marketing Management Master Syllabus
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Course Description
Marketing Management develops market-based knowledge and skills for effective marketing decision making, strategy design, implementation, and evaluation in wide variety of institutional and competitive situations. Addresses the importance of companies being market-driven and customer-focused. Emphasis on case studies, team work, and projects.
Course Methodology
The class format will combine reading, discussions, cases, research, and other learning tools. The class will be interactive and require every student to be engaged. In addition to the learning modules and timely completion of assignments, every student will be expected to be an avid consumer of marketing trends, an active participant, and a dedicated individual applying what you learn to every element of the coursework.
MBA Learning Goals
By the end of the program, students will master:
- Collaborative communication and leadership (written communication)
- Knowledge of functional discipline (functional knowledge)
- Analytical decision-making (critical thinking)
- Knowledge of contemporary issues in business (global awareness)
Course Goals and Objectives
- Marketing Management is one of the core courses in the MBA program. The program focuses on the MBA Program Goals 2 and 3. The goal of the course is to challenge and expand the way you think and analyze the actions and behaviors of organizations and other actors as they make decisions to create, communicate, and capture value. Organizations thrive when they focus on being customer-focused and market-driven.
- Knowledge of Functional Business Disciplines: Identify and represent knowledge of all core functional areas of business and an ability to integrate them into a meaningful firm level perspective.
This course focuses on marketing and its strategic function within the firm. If you will be focusing on marketing in your graduate work or career, you will be prepared to take on marketing management functions based on a comprehensive and strategic framework. If you are not, you will develop a profound understanding of the dynamics of how a firm generates revenue through interaction with the market.
- Analytical Decision Making: Demonstrate the ability to analyze uncertain complex management situations using appropriate tools, techniques, and information systems for decision-making. You will explore in-depth the First Principles of Marketing and their interactions. Execution of marketing plans requires understanding the complex dynamics of a firm and how it interacts with its market, and, how to make strategic and effective choices among the many options available to the firm.
Course Materials
The course pack is digitally published on Harvard Business Publishing. The cost of course pack is $93.60 which has to be paid by the student.
To succeed in this course, you must not only read the assigned materials, but you must also analyze them carefully. Come to class prepared to discuss the readings. Think about each reading from both a conceptual and a practical perspective. As you read the materials, ask yourself:
- What are the key points being made?
- How can I analyze the arguments being made?
- So, what? Why does this matter?
- How does my own firm/industry apply?
- What are the implications for my career prospects?
Basis for Assessment
| Individual Assessment (700 points) | |
|
400 points |
|
200 points |
|
100 points |
| Group Assessment (300 points) | |
|
300 points |
| Total Course Points | 1000 points |
Your final grade for the course will depend on the total number of points you earn:
| Points | Letter Grade | Grade Points |
|---|---|---|
| 930 - 1,000 points | A | 4.0 |
| 900 - 929 points | A- | 3.7 |
| 870 - 899 points | B+ | 3.3 |
| 830 - 869 points | B | 3.0 |
| 800 - 829 points | B- | 2.7 |
| 770 - 799 points | C | 2.3 |
| 700 - 769 points | 2.0 | |
| Below 700 points | F | 0.0 |
Students are reminded that the MBA program has specific expectations of students in terms of grades.
Examinations and Examination Policies
Students are expected to adhere to the highest standards of academic integrity in testing and in all assignments. Any form of cheating during an exam will result in filing an accusation with the Office of Academic Integrity. We will discuss the faculty recommended sanction for Honor Code violations in class and a copy will be posted on the course Canvas site.
Consistent with University policy, only provable, i.e., documented, absences due to personal illness or family emergencies constitute acceptable absences for missing exams. If an examination is missed, you must have made prior arrangements, a missed exam will result in a penalty of 10 percent of the total for the examination.
Individual Assessments (700 points)
Section Reviews (400 points)
Each student will complete two-section reviews (worth 200 points each) during the semester. Each section review is open-book. The goal is to further assess your understanding of the core conceptual materials discussed in class. Each review will consist of a series of essay questions related to content discussed during that section of the course. You will be given at least 1 week to complete each review. An electronic version of your answers will be submitted via Canvas.
Section Review 1 will primarily cover Consumer Behavior and the Buying Process; Segmentation & Targeting; Brand Positioning.
Section Review 2 will primarily cover Product Policy; Communication and Channels of Distribution.
Students must complete the section review by 11:59 pm ET of the due date mentioned in syllabus.
Quizzes (200 points)
You are expected to complete all required quizzes, learning modules, and relevant assignments for the course. The purpose of these quizzes is to make sure you are reading the assigned material and preparing for the class. Each module will contain some variation of attention check questions, fill in the blanks, or open-ended essays that you are expected to complete.
In Class Discussion (100 points)
Students must complete the materials in each week/module by 7:20 pm ET prior to your class. Students are expected to participate in discussion during each week. All students are expected to be prepared for discussions and to participate in them; this class will be greatly enhanced when students actively participate. Discussion and dialogue are essential to develop communication skills and explore topics in depth.
You will be evaluated on participation including demonstrating the ability to evaluate others’ comments constructively and demonstrating familiarity and mastery of the core concepts discussed in the course.
Group Assessments (300 points)
Case Study Analysis (300 points)
Each team will be responsible for delivering three case analyses (3x100 points) throughout the semester. Each case analysis will be a presentation consisting of no more than 10 slides that succinctly address the major questions (see end of syllabus). You are not required to present; however, you will be evaluated on the presentation submitted. We will be discussing three cases in the course. You need to read all of them for class for submission and class discussion. (This is a group exercise).
To ensure all members of team contribute equally and fairly, at the end of the semester you will have the opportunity to fill out peer evaluation, which will be used for adjusting group assessment score.
I will NOT entertain any meeting requests to resolve team issues. You are adults and are supposed to work through these issues on your own. I ONLY care about the output delivery, how you do is your prerogative.
In general, the focus should be on the content and the quality of your assessment. It is important to note that this is not a summary of the case, but a true case analysis. The submission will be made as a PPT file on Canvas.
Community Standards of Behavior
The mission of the Costello College of Business at George Mason University is to create and deliver high quality educational programs and research. Students, faculty, staff, and alumni that participate in these educational programs contribute to the well-being of society. High quality educational programs require an environment of trust and mutual respect, free expression and inquiry, and a commitment to truth, excellence, and lifelong learning. Students, program participants, faculty, staff, and alumni accept these principles when they join the Costello College of Business community. In doing so, they agree to abide by the following Community Standards of Behavior:
- Respect for the rights, differences, and dignity of others
- Honesty and integrity in dealing with all members of the community
- Accountability for personal behavior
Integrity is an essential ingredient of a successful learning community. Ethical standards of behavior help promote a safe and productive community environment, and ensure every member the opportunity to pursue excellence.
The College of Business can and should be a living model of these behavioral standards. To this end, community members have a personal responsibility to integrate these standards into every aspect of their experience at the College of Business.
Through our personal commitment to these Community Standards of Behavior, we can create an environment in which all can achieve their full potential.
George Mason University Honor Code
Students are reminded of their responsibilities under the George Mason University Honor Code. George Mason is an Honor Code University. Please see the University Catalog for a full description of the code and the honor committee process. It is understood that that the students will uphold the highest standards of academic work and keep their efforts free of the four areas the Honor Code addresses specifically—cheating and attempted cheating, plagiarism, lying and stealing.
The principle of academic integrity is taken very seriously and violations are treated gravely. What does academic integrity mean in this course? Essentially this: when you are responsible for a task, you will perform that task. When you rely on someone else’s work in an aspect of the performance of that task, you will give full credit in the proper, accepted form. Another aspect of academic integrity is the free play of ideas. Vigorous discussion and debate are encouraged in this course, with the firm expectation that all aspects of the class will be conducted with civility and respect for differing ideas, perspectives, and traditions. When in doubt (of any kind) please ask for guidance and clarification.
In this course, students are evaluated individually. While individuals may wish to consult, analyze, and discuss their work with others, the student is responsible for ensuring he or she complies with the Honor Code.
I take the Honor Code seriously. I will be glad to discuss any of the Honor Code definitions or implications. The responsibility of each student as well as the faculty to ensure the Honor Code is upheld.
Violation of Academic Standards
Faculty are obligated, without exception, to submit any violations to the Academic Standards Office. Violations of Academic Standards are sanctioned according to a common matrix.
| Finding | Sanction |
|---|---|
| Level 1 |
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| Level 2 |
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*Education Interventions may include online learning modules, visits to the writing center, or other programs to assist the student in understanding and remediating the violation.
Refer to the Academic Standards website for more details.
Common Policies Affecting All Courses at George Mason University
Following Catalog Policy AP.2.5, this Course Policy Addendum must be made available to students in all courses.
Student Resources
You will use the GMU library resources for research. We will discuss some available databases in class, but you are expected to know how to use electronic database resources. If you are having problems finding the information you need, you should use the available research guides/tutorials or contact Jo Ann J. Henson, MLIS Business and Economics Liaison Librarian Fenwick Library Fairfax Campus: Business InfoGuides.
If you are a student with a disability and you need academic accommodations, please see me, and contact The Offices of Disability Services (ODS) at (703) 993-2474. All academic accommodations must be arranged through the ODS. Please take care of this during the first two weeks of the semester. More information about ODS is available here.
If business writing is unfamiliar or if it is not one of your strengths, you are encouraged to seek the support of the Writing Center.
Students who will miss class for religious reasons should inform me of their anticipated absences as soon as possible.
Counseling Center: George Mason University has a counseling center that can aid if you find yourself overwhelmed by life, want training in academic or life skills, or the like. More information is available here. There are several additional resources available to you on the College of Business website.
In addition, University Life has many resources available to students. You should explore these offering and take advantage of every one of these you can.
Information regarding weather-related changes in the University’s schedule (e.g., closing or late opening) will be provided on the George Mason website and via MasonAlert. Students sign up for the Mason Alert system to provide emergency information of various sorts here.
Matrix of Topics, Reading Assignments and Case Activities
| Week | Key Topics | Reading | Activity/Assignment |
|---|---|---|---|
| Week 1 001 Jan. 16 |
Course introduction; Principles of Consumer Behavior | Consumer Behavior and the Buying Process |
|
| Week 2 001 Jan. 23 |
Segmentation & Targeting Ford Ka Case | Segmentation & Targeting Ford Ka (A): Breaking New Ground in the Small Car Market |
|
| Week 3 001 Jan. 30 |
Positioning | Brand Positioning |
|
| Week 4 001 Feb. 06 |
Product Strategy Pricing Strategy Linc Pen and Plastics |
Product Policy Pricing Strategy Linc Pen and Plastics |
|
| Week 5 001 Feb.13 |
Brand Management | Brands and Brand Equity |
|
| Week 6 001 Feb. 20 |
Advertising & Promotion Marriott Starwood Merger |
Marketing Communications Marriott Starwood Merger: Navigating Brand Portfolio Strategy and Brand Architecture |
|
| Week 7 001 Feb. 27 |
Channels of Distribution | Developing and Managing Channels of Distribution |
|
| Week 8 001 March 06 |
Marketing Strategy Wrap up |
Competitive Strategies |
|
Cases
When analyzing the cases, ask yourself the following:
- What are the key points being made?
- How can I analyze the arguments being made?
- What alternatives are there?
- What decisions need to be made?
- So, what? Why does this matter?
And then answer the questions for each case.
Case #1: Ford Ka
- (a) How did Ford (and car manufacturers in general) segment the overall car market? (b), What was the typical small car marketing strategy in the past?
- (a) Why did Ford develop the Ford Ka? (b) Is the existing segmentation approach still applicable?
- What segmentation approach do you recommend and who is your target buyer? Why?
- (a) What potential implementation problems do you expect with your recommended approach? (b) How can you overcome them?
Case #2: Linc Pen
- How would you justify the decision to create a new brand for positioning among other plausible options?
- Identify and evaluate the differences in positioning for link and Pentonic, Carrying out an analysis with respect to a, competition b, target customers and c, value proposition.
- Based on Keller’s Brand Equity Model, what are the brand differentiators of the value brand, Linc brand and the premium brand, Pentonic?
- Keeping consumer behavior in mind, do you support Jalan’s decision to defy industry norms in terms of packaging?
- What are your views regarding the waiting for Pentonic pens to succeed before launching other categories under the Pentonic brand?
Case #3: Marriott Starwood Merger: Navigating Brand Portfolio Strategy and Brand Architecture
- Assess the health and efficiency of the post-merger brand portfolio. What are you most concerned about? How might you going to address these concerns?
- Are 30 brands too many, just right or too few at Marriott? Why?
- What is Marriott’s optimal brand portfolio? Which brands should be retired? What brands should remain? Why or why not?
- How do you feel about dual brand hotels? How do you feel about Marriott’s multi-brand advertising campaign, “golden rule”? Are these good or bad solutions to Marriott’s brand portfolio dilemma?
- What should Marriott do with the Starwood brand? Why?
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