MAR 6805 RWAB

Marketing Management in a Global Environment

Summer 2018
Jun 16th. – Aug 12th.

GENERAL INFORMATION

Instructor: Dr. Ron Mesia Phone: (305) 348-1663

Office: RB 348 A, Modesto A. Maidique Campus Fax: 305-348-3792
Office Hours:

My office hours are on Thursdays from 2:30pm to 03:30pm and by

appointment at a mutually convenient time. Please do not hesitate
E-mail: rmesia@fiu.edu
to make an appointment if hours are inconvenient.

This is an online course, that will be conducted through the

Blackboard site at: http://online.fiu.edu  

COURSE DESCRIPTION AND PURPOSE

The most common definition of marketing is provided by the American Marketing Association:
“Marketing is the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners, and society
at large.” In other words, marketing is the function of an organization which manages the
interface with the organization’s customers. Marketing includes advertising, distribution, and
selling.

However, marketing is also much more. Marketing makes extensive use of social sciences,
psychology, sociology, mathematics, economics, and anthropology. In today’s complex
competitive environment firms succeed by delivering customer value and satisfaction for a
profit. Marketing is about creating exchanges between the customer and the business which
allow both to reach their objectives. Therefore, these exchanges should generate customer value
while being profitable at the same time.

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For most of students, this is their first marketing course. Therefore, the main objectives are to
cover the marketing fundamental concepts and models, and present a comprehensive view of the
impact that marketing strategies have on a business’ performance and profitability.

COURSE STUDENT LEARNING OUTCOMES

At the end of this course students should be able to:
 Identify the fundamental concepts and models of marketing.
 Describe the tools needed to build a marketing strategy with product positioning, pricing,
marketing channels, and marketing communications.
 Analyze the impact that marketing strategies have on marketing performance and business
profitability.

MAJOR & CURRICULUM STUDENT LEARNING OUTCOMES TARGETED

 Evaluate (Assess) the financial position of organizations' using financial statements and
budgets.
 Develop leadership by using team building and collaborative behaviors to accomplish group
tasks.
 Recognize and analyze ethical problems; choose and defend resolutions for situations.
 Critically analyze complex business issues and develop/assess sound strategies, in local and
global environments.
 Make strategic decisions that meet expectations and requirements of an organization’s
diverse stakeholders.

TEXTBOOK

Click here to buy your textbook online at the FIU Bookstore.

Market-Based Management,
Roger Best,
South-Western, Cengage Learning, 6th Edition.
ISBN: 978-0-130-38775-2

Marketing Performance Tools

http://rogerjbest.com/home.cfm

APA format guidelines:

https://owl.english.purdue.edu/owl/resource/560/01/

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COURSE PREREQUISITES

Please review information about prerequisites, and other important information here.

TEACHING METHODOLOGY
This class will be taught using a combination of lectures, cases, and marketing simulation. This
methodology shifts the focus of classroom time from conveying course concepts by the
instructor to application of course concepts by student groups. In this process, students acquire
their initial exposure to the content through readings and are held accountable for their
preparation. Reading material will not be reviewed in class on a routine basis although specific
topics may be covered. Students will join their teams and their knowledge will be re-evaluated.
Last, each team will use the collective foundational knowledge acquired in the first two phases,
to solve case problems, prepare arguments, create explanations, and make predictions during in-
class team activities.

COMMUNICATING WITH THE INSTRUCTOR

Students should contact the instructor by Blackboard email. The students should expect a
response to this communication within 24-48 hours.

DISABILITY NOTICE
If you have a disability and need assistance, please contact the Disability Resource Center
(University Park: GC190; 305-348-3532) (North Campus: WUC139, 305-919-5345). Upon
contact, the Disability Resource Center will review your request and contact your professors or
other personnel to make arrangements for appropriate modification and/or assistance.

RELIGIOUS HOLIDAYS
The University's policy on religious holidays as stated in the University Catalog and Student
Handbook will be followed in this class. Any student may request to be excused from class to
observe a religious holy day of his or her faith.

ASSURANCE OF LEARNING
The College of Business cares about the quality of your education. Please read about the
College's commitment to Assurance of Learning.

RULES, POLICIES, AND ACADEMIC MISCONDUCT

Assignments from the text and other resources are listed below for each class session. Students
are expected to pace their learning according to the posted course assignments.

It is expected that interactive learning and teaching will enrich the learning experience of all
students, and that each student will work in partnership with the professor to create a positive
learning experience for all. Student engagement is a necessary condition for an effective learning
experience, and includes contributions to debate and discussion (if any), positive interactive
learning with others, and an enthusiastic attitude towards inquiry. Everyone is expected to be a
positive contributor to the class learning community, and students are expected to share the
responsibility of teaching each other.

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Statement of Understanding between Professor and Student
Every student must respect the right of all to have an equitable opportunity to learn and honestly
demonstrate the quality of their learning. Therefore, all students must adhere to a standard of
academic conduct, demonstrating respect for themselves, their fellow students, and the
educational mission of the University. As a student in the College of Business taking this class:
 I will not represent someone else's work as my own
 I will not cheat, nor will I aid in another's cheating
 I will be honest in my academic endeavors
 I understand that if I am found responsible for academic misconduct, I will be subject to the
academic misconduct procedures and sanctions as outlined in the Student Handbook
Failure to adhere to the guidelines stated above may result in one of the following:

Expulsion: Permanent separation of the student from the University, preventing readmission to
the institution. This sanction shall be recorded on the student's transcript.
Suspension: Temporary separation of the student from the University for a specific period of
time.

By taking this course I promise to adhere to FIU's Student Code of Academic Integrity. For
details on the policy and procedure click here.

NOTE: Intensive Auditing of the course will be conducted to prevent academic misconduct.

GRADING POLICY

COURSE REQUIREMENT WEIGHT

Quizzes (16) 30%
Case Paper 20%
Case Power Point 10%
Simulation 10%
Exam 1 15%
Exam 2 15%
TOTAL 100%

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COURSE REQUIREMENTS AND ASSESSMENT WEIGHTS

LETTER LETTER LETTER

RANGE RANGE RANGE
GRADE GRADE GRADE
A 100 % to 95.0% B < 87.0 % to 83.0% C < 77.0 % to 70.0%
A- < 95.0 % to 90.0% B- < 83.0 % to 80.0% D < 70.0 % to 60.0%
B+ < 90.0 % to 87.0% C+ < 80.0 % to 77.0% F < 60.0 % to 0.0%
ASSESSMENTS

TEAM CASE
The group cases seek to provide students with an activity that allows them to apply the concepts
covered in the class to specific situations, and reinforce team building behaviors and
collaborative learning. Confrontational tension between minds creates new ideas and fosters
learning. Embrace it and relish it, just remember to be professional at all times. There is going to
be one case per team.

For each case assignment, students will investigate the firm’s problem(s) as they relate to
Marketing Management and prepare a written paper for each case. The format of your paper
should be as follows and not to exceed 10 pages (Either 2 or 1.5 spaces between lines) excluding
the Appendices section: Each team will have the opportunity to present in class their findings of
their analysis in a power point presentation.

 Executive summary – a couple of paragraphs which summarize the remainder of the report
 Background – use this section to lead in to your Problem Statement; identify symptoms,
critical factors and the current state (one to two pages)
 Problem Statement – a succinct statement of the problem/dilemma/issue, preferably in a
single declarative sentence; be careful to identify the real problem and not the symptoms of
the problem (maximum four lines)
 Analysis – apply marketing models, course content, and outside research to support your
position; logically discuss options, implications and tradeoffs (three to four pages)
 Recommendations and Conclusions – these should be your recommendations regarding
how the organization should deal with the problem; they should be fully supported by the
Analysis section (one page)
 References and Charts – does not count towards the 10 pages Citations must be
referenced according to APA style.
Appropriate references: This is a library research paper and you must use at least 3 different
sources, not including textbooks. These sources should be company websites, industry sources,
periodicals, such as the Wall Street Journal, Business Week, and so on, and governmental
sources such as the SEC. Wikipedia and other similar sources are not to be used in this course.

As a group, students should choose only one of the following cases:

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  Rosewood Hotels and Resorts: Branding to Increase Customer Profitability and Lifetime
Value
 The Fashion Channel
 Dogfight over Europe: Ryanair (A)
 Mountain Man Brewing Co.: Bringing the Brand to the Light
 Atlantic Computer: A Bundle of Pricing Options
 Natureview Farm
 Reliance Baking Soda: Optimizing Promotional Spending (Brief Cases)

The rubric to be used for grading all cases is shown below (refer to “Case Grading Rubric”).
The cases will be evaluated based on the below rubric:
PERFORMANCE CRITERIA
CATEGORIES COMMENTS
FALLING PASSING SATISFACTORY EXCELLENT GRADE
Executive summary 0.5 1 2 3
Background 0.5 1 1.5 2
Problem Statement 1 2 3 4
Analysis 1 2 3 4
Recommendations and Conclusions 1 2 3 4
Uses effective writing organization and APA format 0.5 1 2 3

PERFORMANCE CRITERIA
CATEGORIES COMMENTS
FALLING PASSING SATISFACTORY EXCELLENT GRADE
Include relevant issues from all categories 0.5 1 2 3 `
Provides relevant conclusions & recommendations 0.5 0.75 1 2
Include a variety of graphics, text, and animation 0.5 1 2 3
Spelling and Grammar 0.5 0.75 1 2
0

To source the course pack, please register at Harvard Business Publishing at:
https://cb.hbsp.harvard.edu/cbmp/register/3/HE+Individual/0/0

After the registration, please select the below Course Pack for your Marketing simulation and
your assigned case. Students can source all cases or only the case assigned. The Course pack cost
is less than $20.00 which include the Marketing Simulation. Students can source any additional
case in addition to the assigned one.

https://hbsp.harvard.edu/import/207765

SIMULATION

Students will complete a Marketing Simulation: Managing Segments and Customers V2 exercise
from Harvard Business Publishing.

Simulation grade will be according to the Simulation Composite Score.

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Students can take the simulation many times to improve his/her score and should be completed
by Jul 29th. before 11:30 pm. The highest composite score will be computed for the ranking and
will be the grade for the simulation.

Customer Service Support is available at Harvard Business Publishing from 8:00 AM to 6:00
PM, Monday through Friday at 1-800-545-7685, outside the U.S. Canada, call 1-617-783-7600.
Technical Support is available from 8:00 AM to 8:00 PM, Monday through Thursday at 1-800-
810-8858, outside the U.S. Canada, call 1-617-783-7700.

ONLINE QUIZZES

Be sure to take the Chapter Quizzes during their respective week; see course calendar. Missed
Quizzes will not be rescheduled, and the student will receive a zero (0) grade. No Exceptions!!!
All 16 quizzes will be graded and will be able to earn up to 30%. There are 10 questions per
chapter, will take 30 minutes to complete the quiz, and it is worth 0.1875 points per question.

Quizzes need to be completed from Monday to Sunday @ 11:55 during the week the session
took place. Please verify your quizzes due dates.

In order to mitigate any issues with your computer and online assessments, it is very important
that you take the "Online Learning Practice Quiz" from each computer you will be using to take
your graded quizzes and exams. It is your responsibility to make sure your computer meets the
minimum hardware requirements.

EXAM 1

Exam 1 will be held on July 15th. Exam 1 will be made up of 40 multiple-choice questions;
students will earn up to 15%, and will have 60 minutes to complete the exam.

All relevant materials from chapters 1-8 will be covered in the Exam 1. This is also an individual
work assessment and no communications can or will be tolerated; violations of the honor code
will lead to an F for the course.

EXAM 2

Exam 2 will be held on Aug 12th. Exam 2 will be made up of 40 multiple-choice questions;
students will earn up to 15%, and will have 60 minutes to complete the exam.

All relevant materials from chapters 9-16will be covered in the Exam 2. This is also an
individual work assessment and no communications can or will be tolerated; violations of the
honor code will lead to an F for the course.

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ILLUSTRATIVE VIDEOS TO SUPPORT LEARNING OUTCOME

 Philip Kotler's Views On Marketing Strategy:

https://www.youtube.com/watch?v=bilOOPuAvTY
 Seth Godin "All marketers are liars"
https://www.youtube.com/watch?v=AZnYRaQfjK4
 Malcolm Gladwell on spaghetti sauce
http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html
 Marketing Segmentation and Targeting
https://www.youtube.com/watch?v=H52WGQYEfbM
 Digital Life Segmentation
http://www.youtube.com/watch?v=oVUerscd7oY&feature=related
 Michael Porter’s Five Competitive Forces
http://www.youtube.com/watch?v=mYF2_FBCvXw
 What is Branding
https://www.youtube.com/watch?v=JKIAOZZritk
 Segmenting Pricing
https://www.youtube.com/watch?v=ZmM_hGQnK8s
https://www.youtube.com/watch?v=eU7LWLPvetY
https://www.youtube.com/watch?v=hZMczsk0cLY
 What is Internet Marketing?
https://www.youtube.com/watch?v=RSkWqI7M3Ts
 Seth Godin: Sliced bread and other marketing delights
https://www.youtube.com/watch?v=kwnaILnVk60

COURSE EVALUATION

FIU places considerable importance on student feedback regarding their educational

experiences. One point will be added to the students’ final grade for the successful evaluation
completion. Course evaluations are a critical part of learning how students value particular
courses, instructors, and instructional methods.  In short, we want to know what methods work to
help our students learn, and what methods could use improvement.  Because of the importance of
gaining feedback from all students, all Department of Marketing courses require student
participation in the course evaluation system.  Each student in this course is required to (1)
complete the course evaluation during the time allotted by the university and (2) submit evidence
of such completion by uploading in the “Assignment Dropbox” section under “Course
Evaluation” the course evaluation confirmation email or the screenshot of the completion
message. Students that upload the attachment will be rewarded with one point on the total grade.

FINAL GRADE
The Final Grades on Blackboard are FINAL and will not be changed unless there is a
mathematical error. There are plenty of opportunities throughout the semester to improve your
grades. Grades will not be rounded up and requests for extra credit will not be granted, please do
not ask. There are NO EXCEPTIONS to this rule for any reason.

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COURSE CALENDAR
WEEK DATE CHAPTER TOPIC QUIZZES
0 Class Introduction, Simulation registration, Cases, Team selection
1 Jun 16-Jun 22 1 Customer Focus, Customer Performance, and Profit Impact Q1
2 Marketing Metrics and Marketing Profitability Q2
3 Market Potential, Market Demand, and Market Share Q3
2 Jun 23 -Jun 29
4 The Customer Experience and Value Creation Q4
Jun 30-Jul 06 5 Market Segmentation and Segmentation Strategies Q5
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(Visit 1) 6 Competitive Position and Sources of Advantage Q6
Jul 07 -Jul 13 7 Product Positioning, Branding, and Product Line Strategies Q7
4
(Visit 2) 8 Value-Based Pricing and Pricing Strategies Q8
9 Marketing Channels and Channel Mapping Q9
Jul 14-Jul 20 Marketing Communications, Social Media, and Customer
5 10
Response Q10
15-Jul Exam 1 ( 1 - 8)
11 Portfolio Analysis and Strategic Market Planning Q11
6 Jul 21-Jul 27
12 Strategic Offensive Strategies Q12
Jul 28-Aug 03 13 Strategic Defensive Strategies Q13
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(Visit 3) 14 Building a Marketing Plan Q4
15 Marketing Metrics, Performance, and Strategy Implementation Q15
Jul 04-Aug 12
8 16 Market-Based Management and Financial Performance Q16
12-Aug Exam 2 ( 9 - 16)

ADDITIONAL INFORMATION
Occasionally circumstances may force moderate changes in the information presented on the
syllabus. Consequently, it is VITAL that you keep yourself aware of changes by being engaged
in the class, listening to the Professor, and reading all emails sent to your FIU emails.