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    Marketing Management

    KERIN / PETERSON

Course Information

Spring 2015

  • January 22-May 5, 2015
  • R 7:00–9:30 PM
  • OCNR 131

Download the Syllabus here.

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Definition

Marketing management is a business discipline which focuses on the practical application of marketing techniques and the management of a firm's marketing resources and activities.

Don't get involved where you don't have the skills. It's hard enough to make money at what you're good at."
- ExxonMobil -

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This is an advanced course in marketing designed for students who had previous formal academic training in marketing. The course aims at developing a managerial perspective in decision making. This is attained through case analysis/presentation and reading/discussion of articles in marketing and other functional areas of business. Cases provide real life exposure and readings impart theoretical foundation in the discipline.

Spring 2015
MKTG 5320 Marketing Management
Course Schedule
Please read the chapters before coming to class. Bring the text as reference.

Date Topic Presenting Group
Jan 22 Introduction
Case Analysis Example: Lancer Gallery, P. 80
29 Case Consultation (Groups are advised to discuss the case with me!)
Feb 5 Case 1: Proctor & Gamble, Inc.: Scope, P. 240
Article 1: Marketing Myopia-Levitt
1
12 No class and office hours, work on cases
19 Case 2: Good Year Tire and Rubber Company, P. 604
Article 2: The Core Competence of Corporation-Prahalad and Hammel
2
26 Case 3: Southwest Airlines, P. 479
Article 3: New Way to Measure Consumer Judgments-Green and Wind
3
Mar 5 Case 4: Burroughs Wellcome Company: Burroughs, P. 512
Article 4: Are Emerging Markets Catching Up With the Developed Markets in Terms of Consumption ?-Waheeduzzaman
4
12 No class and office hours, work on cases
Mar 16-20 Spring Break
26 Case 5: Astor Lodge and Suits, Inc. P. 324
Article 5: Strategy and the Internet-Porter
5
Apr 2 Case 6: CUTCO Corporation, P. 390
Article 6: The Nature of Marketing Productivity-Hawkins et al.
6
9 Case 7: Fairchild Water Technologies, P. 636
Article 7: What Makes a Leader-Goleman
7
16 Review of Cases and Articles, Preparation for the Final
30 Final Examination

Chapter schedule and material are both subject to change at any time. Please refer to this page to stay updated with the current course information.