COURSE #:  430

SECTIONS:  71

COURSE NAME:  Marketing Management

INSTRUCTOR:  Randall Voorn

CASEPACK (YES or NO?):  Yes

FIRST ASSIGNMENT:

1. Per the course syllabus, read the appropriate pages in chapter 1 of the textbook

2. Read the “Zenon Diagnostics Case” and prepare answers (for class discussion) to the questions at the end of the case.

3. ATTENDANCE IN THE FIRST CLASS IS MANDATORY – NO EXCEPTIONS!

1.  TEXT  --   REQUIRED  or  RECOMMENDED?  Required

AUTHOR:  Philip Kotler and Kevin Keller

PUBLISHER:  Pearson/Prentice-Hall

TITLE:  Marketing Management

ED./DATE:  12th Edition/2006

2.  TEXT  --   REQUIRED  or  RECOMMENDED?: 

AUTHOR: 

PUBLISHER: 

TITLE: 

ED./DATE: 

 

COURSE #:  430

SECTION:  72

COURSE NAME:  Marketing Management

INSTRUCTOR:  Nidhi Agrawal

CASEPACK (YES or NO?):  Yes

FIRST ASSIGNMENT:  Attendance to first class is MANDATORY. 

Complete a student profile.  It can be found posted on Blackboard.  This should be completed before the first class.

Read:  “Putting the Customer First – Always.” “Basic Quantitative Analysis for Marketing,” “Defining Marketing Problems,” and “Pricing Predicament.”

1.  TEXT  REQUIRED  or  RECOMMENDED?:  Recommended

AUTHOR:  Kotler, Philip and Kevin Lane Keller

PUBLISHER:  Prentice Hall

TITLE:  Marketing Management

ED./DATE:  12th edition.

2.  TEXT  --   REQUIRED  or  RECOMMENDED?: 

AUTHOR: 

PUBLISHER: 

TITLE: 

ED./DATE: 

 

COURSE #:  450

SECTION:  71

COURSE NAME:  Research Methods in Marketing

INSTRUCTOR:  Angela Y. Lee

CASEPACK (YES or NO?):  Yes

FIRST ASSIGNMENT:  Attendance to First Class is Mandatory.  Please read Chapters 1 and 3 of the textbook and skim Chapter 2.  Also skim “Cost Conscious Market Research” by Andreasen. Be prepared to discuss “Backward Market Research” by Andreasen. Prepare South Delaware Coors Case for discussion and submit your shopping list for market research so you could make a recommendation to Larry Brownlow based on the market research data.  The purchase order form is in your case packet. 

1.  TEXT  --   REQUIRED  or  RECOMMENDED?:  Required

AUTHOR:  Aaker, Kumar and Day

PUBLISHER:  John Wiley & Sons Inc.

TITLE:  Marketing Research (bundled with SPSS Student Version)

ED./DATE:  8th edition, 2004

 

COURSE #:  450

SECTION:  72

COURSE NAME:  Research Methods in Marketing

INSTRUCTOR:  Robert Schieffer                     ESTIMATED ENROLLMENT:  65

CASEPACK (YES or NO?)  Yes

MANDATORY FIRST CLASS ATTENDANCE

FIRST CLASS ASSIGNMENT:

1) Read course syllabus thoroughly (posted on Blackboard)

2) Read Lecture 1 and Lecture 2 Slides (posted on Blackboard)

3) Read Introduction in “Ten Key Customer Insights” book

4) Read “P&G Chief’s Turnaround Recipe: Find Out What Women Want”, “Backward Market Research” and “New Coke case” in case packet

5) Review Chapters 1 and 2 of recommended text (Marketing Research Essentials)

6) Review course roster and begin to form teams of 4 - 5 students for group assignments

1.  TEXT – REQUIRED

AUTHOR:  Robert Schieffer

PUBLISHER:  Texere, Thomson South-Western

TITLE:  Ten Key Customer Insights: Unlocking the Mind of the Market

ED./DATE:  First Edition 2005

2.  TEXT – RECOMMENDED

AUTHOR:  Carl McDaniel and Roger Gates

PUBLISHER:  John Wiley and Sons

TITLE:  Marketing Research Essentials

 

3. TEXT – RECOMMENDED

AUTHOR:  Gerald Zaltman                                                                     

 

TITLE:  How Customers Think: Essential Insights into the Mind of the Market

ED./DATE:  Fifth Edition 2006

PUBLISHER:  HBS Press

ED./DATE:  First Edition 2003

 

COURSE #:  451

SECTION:  71

COURSE NAME:  Marketing Channel Strategies

INSTRUCTOR:  Eric Anderson

CASEPACK (YES or NO?):  Yes

FIRST ASSIGNMENT:  Attendance to First Class is NOT Mandatory.  

                                    Purchase the course packet.  Prepare the assigned readings

1.  TEXT  --   REQUIRED  or  RECOMMENDED?:  Recommended

AUTHOR:  Anne Coughlan, Erin Anderson, Louis Stern, Adel El-Ansary

PUBLISHER:  Pearson, Prentice Hall.

TITLE:  Marketing Channels

ED./DATE:  7th edition

 

COURSE #:  454

SECTION: 71

COURSE NAME: Advertising Strategy

INSTRUCTOR:  Derek Rucker

CASEPACK (YES or NO?) :  YES

FIRST ASSIGNMENT:

First Class is Not Mandatory             

Read Modules 1-3 in the packet

The packet containing the material for the course is available at the bookstore under Marketing 454. With exceptions noted below, this material may be read after class.

The first class examines the challenges faced in developing effective advertising. To assess these challenges, I use contemporary and classic cases. This discussion offers a rationale for the analysis that follows during the remainder of the quarter. In preparation for class, please read the following materials carefully.

                *These cases will also be available at the course website in case you do not have had a chance to pickup the course packet before the first class.*

7UP. Read the 7UP case in Module 2 and be able to discuss the following questions:

·          Examine the consumer data reported in the 7UP case. What is 7UP’s frame of reference implied by these data?

·          How might this frame of reference be altered so that 7UP competes more directly with Coke and Pepsi?

·          What is 7UP’s point of difference?

·          Should a brand’s frame of reference or point of difference be established first?

Hallmark Cards. Read the Hallmark case in Module 3 and be able to discuss the following questions:

·          Assess the Hall of Fame advertising by reviewing the Neighbor, Old Friends and Dance Card spots.

·          Who is the target for each of these ads?

·          What brand position does Hallmark advertising imply?

·          Should Hallmark advertising continue to focus on Hall of Fame spots or should it feature the branding spots?

·          What advertising should Hallmark air in Australia, the Hallmark Hall of Fame ads or the branding spots?

·          What response should Hallmark have to the inroads made by price brands?

·          What is the role of Hallmark’s on-line business in marketing the brand?

TELL ME ABOUT YOURSELF:

Finally, please go to the website below so I can learn a little more about you and your interest.

                http://www.surveyz.com/TakeSurvey?id=40181

                (Please submit this information by March 24th, 2006)

1.  TEXT  --   REQUIRED  or  RECOMMENDED?: NONE

AUTHOR:

PUBLISHER:

TITLE:

ED./DATE:

 

COURSE #:  466

SECTIONS:  71

COURSE NAME:  Marketing Strategy

INSTRUCTOR:  Lakshman Krishnamurthi

CASEPACK (YES or NO?)  Yes

FIRST ASSIGNMENT: 

1.        Attendance is MANDATORY for the first TWO classes.

2.        Read the material assigned for the first class meeting.

3.        Please check the Marketing Department web page/Faculty & Research/Krishnamurthi/courses/Marketing Strategy for any updates.

4.        NOTE:  The first MKT 466 class is on Tuesday, April 4 (Not Tuesday, March 28).  The make-up class for the missed March 28 class is scheduled for Friday, June 2.

1.  TEXT  --  REQUIRED  or  RECOMMENDED?  Required

AUTHOR:  Jean-Claude Larreche, Hubert Gatignon and Remi Triolet

PUBLISHER:  StratX International

TITLE:  Markstrat Online (With Software)

ED./DATE:  2003

2.  TEXT  --  REQUIRED  or  RECOMMENDED?:  Recommended

AUTHOR:  Walker, Boyd, Larreche, and Mullins

PUBLISHER:  Irwin

TITLE:  Marketing Strategy

ED./DATE:  5th edition