MRKT 520-MARKETING MANAGEMENT

1. MRKT 520-MARKETING MANAGEMENT DR. Ugur Yucelt Office Phone:948-6168 E-Mail:uqy@psu.edu Summer 2002 MW:6:00-9:10 pm Office Hours: MW: 5:00-6:00pm

2. 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.

3. 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

4. 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.

5. 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.

6. 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.

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

8. 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

9. 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

10. 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.

11. 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.

12. 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.

13. 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 5:00-6:00 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/contribution…………………15%

14. 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.

15. 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

16. QUESTIONS AND CONCERNS?