Marketing Department                                           Winter Quarter 2006

COURSE #: 430

SECTION:  71

COURSE NAME:  Marketing Management

INSTRUCTOR:  Kent Grayson

CASEPACK (YES or NO?)  YES

FIRST ASSIGNMENT: First class is mandatory.

The assignment for the first class is mentioned in the casepacket and on the course Web site.

1.  TEXT  --   RECOMMENDED 

AUTHOR:   Philip Kotler and Kevin Keller

PUBLISHER:  Prentice-Hall

TITLE:  Marketing Management

ED./DATE:

2nd Edition 

2.  TEXT  --   RECOMMENDED 

AUTHOR:   Philip Kotler

PUBLISHER:  Prentice-Hall

TITLE:  A Framework for Marketing Management

ED./DATE: 

2nd Edition

 

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:  Vincent R. Nijs

FIRST CLASS ATTENDANCE:  Mandatory

FIRST ASSIGNMENT:  Please read Chapters 1 & 3 of the textbook. Be prepared to discuss “Backward Market Research” by Andreasen.

CASEPACK (YES or NO?) :  Yes

TEXT  --   REQUIRED  or  RECOMMENDED?:  Recommended

AUTHOR:  Aaker, Kumar, and Day

PUBLISHER: John Wiley & Sons Inc.

TITLE: Marketing Research (with SPSS Student Version) – ISBN 0-471-45885-6

ED./DATE: 8th

 

COURSE #:  450

SECTION:  72

COURSE NAME:  Research Methods in Marketing

INSTRUCTOR:  Peter Bouman

CASEPACK :  YES

FIRST ASSIGNMENT:  Please Skim Chapters 1-3 in the textbook and read “Cost Conscious Market Research” and “Backward Market Research” by Alan Andreasen

First class attendance is mandatory.

TEXT  --  REQUIRED OR RECOMMENDED:  Required

AUTHOR: David A. Aaker, V. Kumar, George S. Day

PUBLISHER: John Wiley and Sons

TITLE: Marketing Research

ED./DATE:8th Edition/2003

 

COURSE #:  451

SECTION:  71

COURSE NAME:  Marketing Channels

INSTRUCTOR:  Anne T. Coughlan

CASEPACK (YES or NO?) :  Yes

FIRST ASSIGNMENT:  Buy the course packet.  Read syllabus (posted on Professor Coughlan’s website and in the course packet).  Read Chapter 1 of the Marketing Channels 7th edition textbook. 

MANDATORY attendance on first day with NO EXCEPTIONS.

1.  TEXT  --   REQUIRED  or  RECOMMENDED?:  Required

AUTHOR:  Coughlan et al

PUBLISHER:  Prentice Hall

TITLE:  Marketing Channels

ED./DATE:  2006, 7th edition

2.  TEXT  --   REQUIRED  or  RECOMMENDED?:

AUTHOR:

PUBLISHER:

TITLE:

ED./DATE:

 

COURSE #:  453

SECTION:  71

COURSE NAME:  Business Marketing

INSTRUCTOR:  James C. Anderson

CASEPACK (YES or NO?):  Yes

FIRST ASSIGNMENT:  Purchase the case packet and read “Business Market Management; Prologue,” “Business Marketing: Understand What Customers Value,” and “Customer Value Management.” (Items 1-3 in the case packet.)  Read chapter’s one and two of the Anderson and Narus textbook. 

First Class attendance is MANDATORY.  Further, consistent with this, no “adds” are permissible.

1.  TEXT  --   REQUIRED  or  RECOMMENDED?:  Required

AUTHOR:  James C. Anderson and James A. Narus:

PUBLISHER:  Pearson Prentice Hall

TITLE:  Business Market Management:  Understanding, Creating, and Delivering Value

ED./DATE:  2nd edition, 2004                        (ISBN:  0-13-045187-8)

2.  TEXT  --   REQUIRED  or  RECOMMENDED?:

AUTHOR:

PUBLISHER:

TITLE:

ED./DATE:

 

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.

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 email me the following information by December 30th, 2005:

·          Your interest in the course and what you hope to learn during it

·          Your industry experience

·          Identify an advertisement that has attracted your attention. It can be a TV or print ad for consumer products, b-to-b products, or for services. Furthermore, you can either love or hate the ad.  Briefly describe the ad and indicate why it attracted your attention. 

1.  TEXT  --   REQUIRED  or  RECOMMENDED?: NONE

AUTHOR:

PUBLISHER:

TITLE:

ED./DATE:

 

COURSE #  465

SECTION:  71

COURSE NAME:  Intro New Product/Service

INSTRUCTOR:  Thomas Kuczmarski

CASEPACK (YES or NO?):  No

FIRST ASSIGNMENT:  Read Chapter 1 and 2 from Managing New Products (3rd Ed.)

First Class Attendance is mandatory  

1.  TEXT  -- REQUIRED or RECOMMENDED?  Required

AUTHOR: T. Kuczmarski

PUBLISHER: Book Ends Publishing

TITLE: Managing New Products

ED./DATE: 3rd Edition

2.  TEXT  -- REQUIRED or RECOMMENDED?

AUTHOR:

PUBLISHER:

TITLE:

ED./DATE:

 

COURSE #:  466

SECTIONS:  71

COURSE NAME:  Marketing Strategy

INSTRUCTOR:  Tim Calkins

CASEPACK (YES or NO?)  Yes

FIRST ASSIGNMENT: 1. Read Markstrat Online Student Handbook

                                          2. Read syllabus

1.  TEXT  --   REQUIRED  or  RECOMMENDED?  Required

AUTHOR: Larreche and Gatignon

PUBLISHER StratX

TITLE: Markstrat Online Student Handbook

ED./DATE:  2003

2.  TEXT  --   REQUIRED  or  RECOMMENDED?:  Recommended

AUTHOR:  Walker, Boyd, Mullins, Larreche

PUBLISHER:  McGraw-Hill

TITLE:  Marketing Strategy

ED./DATE:  5th edition/2006

3.  TEXT  --   REQUIRED  or  RECOMMENDED?:  Recommended

  

AUTHOR: Alice M. Tybout and Tim Calkins

PUBLISHER: John Wiley & Sons, Inc.

TITLE: Kellogg on Branding

ED./DATE: ISBN- 0-471-69016-3/ 2005

 

COURSE #: MKTG 468

SECTION:  71

COURSE NAME: Technology Marketing

INSTRUCTOR: Mohanbir Sawhney

CASEPACK (YES or NO?) :  Yes

FIRST ASSIGNMENT:  Please check the “courseinfo” page for first assignment

1.  TEXT  --   REQUIRED  or  RECOMMENDED?: No Text Required

AUTHOR:

PUBLISHER: 

TITLE:

ED./DATE:

2.  TEXT  --   REQUIRED  or  RECOMMENDED?:

AUTHOR:

PUBLISHER:

TITLE:

ED./DATE: