MAR 6805 Marketing Management in the Global Environment Panama

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GENERAL INFORMATION
Instructor: Cecilia Alvarez Office: RB 305A Office Hours: by appointment
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Phone: 305-348-2571 Fax: 305-348-3792 E-mail: calvarez@fiu.edu

COURSE DESCRIPTION
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 organizations 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 todays 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. For most of you, this is your 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.
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COURSE OBJECTIVES
1. Indentify the fundamental concepts and models of marketing. 2. Understand the impact that marketing strategies have on marketing performance and business profitability. 3. Assemble the tools needed to build a marketing strategy with product positioning, pricing, marketing channels, and marketing communications.

4. Develop students interpersonal and team interaction skills

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MAJOR & CURRICULUM OBJECTIVES TARGETED

1. Evaluate (Assess) the financial position of organizations' using financial statements and budgets. 2. Develop leadership by using team building and collaborative behaviors to accomplish group tasks. 3. Recognize and analyze ethical problems; choose and defend resolutions for situations. 4. Critically analyze complex business issues and develop/assess sound strategies, in local and global environments. 5. Make strategic decisions that meet expectations and requirements of an organizations diverse stakeholders.
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TEXTBOOK AND CASES

Text: Best, Roger J. (2009). Market-Based Management: Strategies for Growing Customer Value and Profitability. Prentice Hall, fifth edition, ISBN: 9780132336536; eText ISBN-10: 0-13-233657-X Cases:

1. Chekitan, S. Dev and Laure Mougeot Stroock (2007). Rosewood Hotels and Resorts:

Branding to Increase Customer Profitability and Lifetime Value. Harvard Business Publishing. Product number: 2087-PDF-ENG 2. Dan Ariely, Tom Farmer, Nate Bennett, Chris Martin, Nancy Fein, Barak Libai (2007). Customers' Revenge. Product number: R0712A-PDF-ENG 3. Wendy Stahl (2007). Fashion Channel: Market Segmentation. Harvard Business Publishing. Product number: 2075-PDF-ENG 4. Jan W. Rivkin (2000). Dogfight over Europe: Ryanair. Product number: 700115-PDFENG

5. Heide Abelli (2007). Mountain Man Brewing Co.: Bringing the Brand to Light. Product
number: 2069-PDF-ENG

6. Neeraj Bharadwaj, John B. Gordon (2007). Atlantic Computer: A Bundle of Pricing

Options. Product number: 2078-PDF-ENG 7. Karen Martinsen Fleming (2007). Natureview Farm. Product number: 2073-PDF-ENG 8. John A. Quelch, Heather Beckham (2009). Reliance Baking Soda: Optimizing Promotional Spending. Product number: 4127-PDF-ENG

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TEACHING METHODOLOGY
This class will be taught using the Team Based Learning (TBL) methodology. This methodology shifts the focus of classroom time from conveying course concepts by the instructor to application of course concepts by student groups. In the TBL process, students acquire their initial exposure to the content through readings and are held accountable for

their preparation using a Readiness Assessment Process (RAP). Reading material will not be reviewed in class on a routine basis although specific topics may be covered. Following the individual RAP, 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.

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COURSE PREREQUISITES
There are no course prerequisites
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COMMUNICATING WITH THE INSTRUCTOR

I am available to personally meet with you on campus by appointment only. Contact me via Blackboard e-mail to set up an appointment. My policy is to return your email within 24 hours.
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GRADING
Course Requirements
Individual Assessments: RATs (4 x 100) Team Assessments: RATs (4 x 50) Cases (8 x 40) Peer Evaluation Total

Weight s
400 520 80 1000

Letter Grade
A AB+ B

Range
950 and above 900-949 860-899 830-859

Letter Grade
BC+ C F

Range
800-829 750-799 700-749 <700

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READINESS ASSESMENT TESTS (RATs)

Individual Readiness Assessment Tests: To keep you up-to-date with the reading assignments, 4 RATs will be given. The purpose of each RAT is to assess your knowledge of the assigned textbook chapters. The individual RAT quizzes will be administered over Blackboard in a multiple-choice and true/false format. The quizzes are open book and notes. The quizzes will open Saturday night after class and will close next Monday at midnight. Absolutely no make-up quiz is allowed regardless of the excuse. The only exception is an excused absence, which is defined as a death in the immediate family or a major medical emergency. In the case of an excused absence, you must submit written proof immediately following the circumstance. Only in the case of an excused absence will I allow a quiz retake. Team Readiness Assessment Tests: At the beginning of the Saturday session students will meet with their team to complete a team RAT that will include some of the items included in the individual RAT. Once the team test has been completed, the team has the opportunity to submit an appeal. The purpose of the appeal process is to allow your team to identify questions where you disagree with the question keying or wording or the information in the readings. Instructors will review the appeals outside class time and report the outcome of the team appeal at the next class meeting.

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CASES
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. The team will produce a one page memo and an appendix with financial analysis (if needed). The memo should include your recommendations, supporting arguments and a description of the consequences of your recommendation. Avoid summarizing the case; we will assume that all of us are acquainted with it. Each team will have the opportunity of supporting their position after each team simultaneously reports on the case.
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PEER EVALUATION
At the end each week, group member will evaluate the participation of the other members of their group following the Peer Evaluation Form. The evaluation should be based on their contribution to the group learning and the performance of the group. Each student will score their each team member according to different criteria and assign them a score in between 0 and 20 points. The average of all the scores provided by your team members will be your

peer evaluation score for that week.

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RULES, POLICIES, and ACADEMIC MISCONDUCT

Assignments from the text and other resources are listed below for each class session. Students are expected to be 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. 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 elses work as my own I will not cheat, nor will I aid in anothers 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. Additionally the following two documents should be used by every student in business classes that require individual or group written assignments:

Certification of Authorship Assignment Cover Page (Individual) Certification of Authorship Assignment Cover Page (Groups)

For details on the policy and procedure go to ACADEMIC MISCONDUCT. (Section 2.44) NOTE: Intensive Auditing of the course will be conducted to prevent academic misconduct.

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EXPECTATION OF THIS COURSE

Marketing Management in the Global Environment is a relatively rigorous course that demands a real, good faith effort. We will cover considerable material, much of it technical or quantitative in nature. If you regularly attend class and keep up with the readings, you will be successful both in mastering the material and attaining a good grade. If you have any questions or concerns about the course content, teaching, or grading, please do not hesitate to discuss them with me. Your suggestions for improvement will contribute to a better class both now and for future classes. I look forward to work with each of you!
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COURSE CALENDAR
Below is a summary of the topics and corresponding readings for each week. Each week folder in your Blackboard course site (home page) contains detailed information of activity, and more. Week 1 Readings: Customer Focus, Managing Customer Loyalty and Measuring Market Performance Best, Roger (2009) Market-Based Management Chapters 1, 2 and 3 (p. 5 -100) Philip Kotler's Views On Marketing Strategy: http://www.youtube.com/watch? v=0BZgecfVPqg&feature=related Seth Godin "All marketers are liars" http://www.youtube.com/watch?v=5VJT3D_RzJo&NR=1 Chapters 1,2 & 3 Rosewood Hotels and Resorts: Branding to Increase Customer Profitability and Lifetime Value. Customers' Revenge Customer Value Creation, Market Segmentation and Segmentation Strategies Best, Roger (2009) Market-Based Management Chapters 4, 5 and 6 (p. 101 - 204) Malcolm Gladwell on spaghetti sauce http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sa uce.html Marketing Segmentation and Targeting (Best Buy) http://www.youtube.com/watch?v=4aICIVOl3JU Digital Life Segmentation http://www.youtube.com/watch?

Youtube videos:

Week 1 Individual RAT Team Cases: Week 2 Readings: Youtube videos:

Week 2 Individual RAT Team Cases: Week 3 Readings:

v=oVUerscd7oY&feature=related Michael Porters Five Competitive Forces http://www.youtube.com/watch?v=mYF2_FBCvXw Chapters 4,5 & 6 Fashion Channel: Market Segmentation Dogfight over Europe: Ryanair Product Positioning, Branding and Value Based Pricing Best, Roger (2009) Market-Based Management Chapters 7 and 8 (p. 209 -278) Branding http://www.youtube.com/user/noelcapon#p/f/12/gZ8TpU9etq o Segmenting Pricing http://www.youtube.com/user/noelcapon#p/f/26/ZmM_hGQnK 8s Chapters 7 & 8 Mountain Man Brewing Co.: Bringing the Brand to Light Atlantic Computer: A Bundle of Pricing Options Marketing Channels and Communications Best, Roger (2009) Market-Based Management Chapters 9 and 10 (p. 280 -333) Internet Marketing http://www.youtube.com/user/noelcapon#p/f/20/Rded5cSzA mM Seth Godin: Sliced bread and other marketing delights http://www.youtube.com/watch?v=xBIVlM435Zg Chapters 9 & 10 Natureview Farm Reliance Baking Soda: Optimizing Promotional Spending

Youtube videos:

Week 3 Individual RAT Team Cases: Week 4 Readings:

Youtube videos:

Week 4 Individual RAT Team Cases:

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ADDITIONAL INFORMATION
There is no additional information at this time.

College of Business Administration - Enterprise Technology Center (RB 107) Tel: (305) 348-6259 | Fax: (305) 348-6882 | Email: cbasys@fiu.edu Copyright 2006 FIU College of Business