MKTG 630 - Topic (Currently not scheduled).  

TOPIC & ASSIGNMENT-- MKTG 490: 1:30 TR section.

11-20-19 Note: tentative!

Week 1 (TR – Aug. 27 & 29)

Course Introduction

Marketing Core Concepts: A Review & Discussion 

Week 2 (TR – Sept. 3 & 5)

Discussion of Term Projects & Group Assignment

Introduction to Ethical Analysis

Read: A General Theory of Marketing Ethics (Hunt and Vitell 1993, only pp. 759-760).

Read: Analyzing Marketing Problems and Cases (Peter & Donnelly, Section 2, pp. 215-228)

Read: “Swimming Upstream” (Marketing News, January 2015)

Week 3 (TR – Sept. 10 & 12)

Due: Tuesday, Sept. 10, for all groups, must submit via e-mail: (1) Ad Ethics topic and (2) Case Title (e.g., name of organization or person, place, event ...).

Discussion of Term Projects  (continued)

Marketing Core Concepts  (continued)

Marketing Thinking

Read: "Marketing Myopia" (Levitt Ch. 8).

Read: “What is lost when a customer leaves?” (Reed 2002)

Week 4 (TR – Sept. 17 & 19)

Marketing Thinking (continued)

Review for Exam 1

Week 5 (TR – Sept. 24 & 26)

***** Exam 1 (60 points) -- Tuesday, Sept. 24 ***** 

Marketing Ethics & Social Responsibility

Read: “The Social Responsibility of Business …” (Friedman 1970)

Read: “Does It Pay To Be Good” (Trudel and Cotte 2009)

Read: “For American Consumers, a Responsibility Revolution” (Stengel 2009)

Recommend: A General Theory of Marketing Ethics (Hunt and Vitell 1993)

Read: ... The Interaction Effects of Machiavellianism and Organizational Ethical Culture (Singhapakdi 1993, pp. 407-410).

Week 6 (TR – Oct. 1 & 3)

Marketing Ethics & Social Responsibility (continued)

Advertising and Ethics (continued)

Read: “Don’t blame fast food ads for ...” 

Written Advertising Ethics Reports Due: Tuesday, Oct. 1 (note: for all groups)

Advertising Ethics Presentations  

Group 1 (Tuesday): Mr. Clean

Group 2 (Tuesday): Rozerem

Group 3 (Tuesday): Western Sky

Group 4 (Thursday): Gold's Gym

Group 5 (Thursday): Avon

Group 6 (Thursday): PETA

Week 7 (TR – Oct. 8 & 10)

Marketing Ethics & Social Responsibility (continued)  

Market-oriented Strategic Planning

Read: Strategic Planning & the Marketing Management Process (Peter & Donnelly Ch. 1, up to page 25)

Week 8 (R – Oct. 17) No class on Tuesday (Fall Holiday!) 

Market-oriented Strategic Planning (continued)

Week 9 (TR – Oct. 22 & 24)

Strategic Planning Tools: (1) Analyzing Company

Read: Portfolio Models (Peter & Donnelly, Appendix of Ch. 1, pp. 27-30

Review for Exam 2

Week 10 (TR – Oct. 29 & 31)

***** Exam 2 (60 points) -- Tuesday, Oct. 29) ***** 

Strategic Planning Tools: (2) Analyzing Industries (& Competitors)

Read: Competitor Analysis: Understand Your Opponents (Competitor-2006)

Read: "This is the biggest threat to Costco and Sam's Club" (Kline - 2016)

Read: "Uber lists competitors ..." (Kolodny 2019)

Discuss status of case analysis project!

Week 11 (TR – Nov. 5 & 7)

Written Case Analysis Due: Thursday, Nov. 7 (all groups)

Case Presentations Begin

Group 1 (Thursday), Case: Apricot Lane --a case competition project ****

Strategic Planning Tools: (2) -- continued

Target Marketing

Read: Market Segmentation (Peter & Donnelly, Ch. 5)

Read: “Branding: Differentiation That Customers Value” (Branding-2006)

Read: “Why we pay too much for ‘healthy’ food” (Pandika – 2017)

Week 12 (TR – Nov. 12 & 14)

Note: Deadline for Marketing Competitions -- Week of Nov. 11

Case Presentation (continued)

Group 2 (Tuesday), Case: Medtronic

Group 3 (Thursday), Case: Dogtown -- a case competition project ****

Target Marketing  (continued)

Product Decisions (1): Product Management

Read: Product and Brand Strategy (Peter & Donnelly, Ch. 6)

Read: "Feeling the Brand Love" (Marketing News 2014)

Week 13 (TR – Nov. 19 & 21)

Case Presentation (continued)

Group 4 (Tuesday), Case: Pepsi

Group 5 (Thursday), Case: Tesla

Group 6 (Thursday), Case: YMCA

Product Decisions (1): Product Management  (continued)

Week 14 (T – Nov. 26) (Thanksgiving Holiday, no classes Wed-Sun)

Product Decisions (2): New Product Planning

Read: New Product Planning & Development (Peter & Donnelly, Ch. 7)

Read: “Innovative Imitation” (Levitt, Ch. 10)

Distribution Strategy: Store & Nonstore Retailing, Retail Services …

Re-read: “This is the biggest threat to Costco and Sam’s Club” (Kline – 2016)

Read: Walmart ... everything is open to change ... 

Read: "Retail’s White Elephants" (Marketing News 2015)

Read: "Taking care of their own" (Marketing News 2015)

Week 15 (TR – Dec. 3 & 5)

Distribution Strategy: Store & Nonstore Retailing, Retail Services ... (continued)

Review for Exam 3, Concluding Remarks, etc.

Peer Evaluations

**** Exam 3 (60 points) – Thursday, Dec. 5 **** (last day of class)