Topics: Marketing, Eastman Kodak, Case study Pages: 6 (2498 words) Published: September 25, 2014
Course Syllabus
Course Information
Course Number, Section
Course Title
Class Time & Location

85259 & 84605, MKT6301.003 and MKT6301.501
Marketing Management
Fall 2014
Fri 4:00 – 6:45 p.m./7:00 – 9:45 p.m., JSOM 12.214

Professor Contact Information
Dmitri Kuksov
Office Phone
(972) 883-5928
JSOM 13.225
Office Hours
F 3:00 – 3:50 p.m. or by appointment
______________________________________________________________________________ COURSE DESCRIPTION: Overview of marketing management methods, principles and concepts including product, pricing, promotion and distribution decisions as well as segmentation, targeting and positioning.

Textbook: “Marketing Management” by Kotler and Keller, 14th ed. (other editions ok), 2011. ISBN: 0132102927 or 978-0132102926.
Required Course Packet: Purchase at https://cb.hbsp.harvard.edu/cbmp/access/28170267 (~$20 copyright fee) contains 5 HBS cases which we will discuss in detail in class: 1) Biopure Corp.
2) Optical Distortions, Inc. (A)
3) Eastman Kodak: Funtime Film
4) Dogfight over Europe: Ryanair (A)
5) Culinarian Cookware: Pondering Price Promotions
Lecture Notes & Assignments: Will be available online
Popular Press: Some relevant articles will be posted online or distributed in class COURSE CONTENT:
The course starts with consideration of the marketing environment the firm operates in and how the marketing strategy should be adopted to fit and evolve with the marketing environment. These considerations are often referred to as the 3 Cs of marketing: the company, the competition, and the customer. Specific topics of interest discussed in this part of the semester include consumer behavior, market segmentation, targeting and positioning, environmental trends, strategic planning, and competitor analysis to name a few. In addition, we will examine the tools marketing researchers use to analyze these aspects of the marketing environment.

We then continue with a detailed analysis of how a firm can use the information about the marketing environment described above to develop its marketing mix, often referred to as the 4 P’s of marketing: the product, price, promotion (communication) and place (distribution). Relevant issues addressed here include determining the product that will be most profitable given the consumer preferences and the competitive situation, setting an appropriate price to encourage purchase and to compete with competitors, constructing an attractive promotion campaign (e.g., advertising, personal selling, sales

promotions), and determining how to use distribution channels so that the product is easily accessible by your target market and also as to establish a competitive advantage. The mix of these elements must yield an internally consistent strategy for reaching customers.

The “theoretical” discussion of the above topics will be supplemented by the examples and by the discussion of the mini and full-lecture case studies as well as popular press articles. An additional learning tool is the project which gives you an opportunity to work on a business problem from conception to recommendation and will provide you hands-on experience in applying what you have learned in class to a real-life marketing problem. We then learn from each other through group presentations of the projects.

Throughout the course of the semester, in addition to lectures, you will be exposed to a variety of informative articles, business cases and videos related to marketing. Most class meetings will be comprised of instruction on the relevant material for the day and a class discussion of an HBS case, an inclass video, or a business problem posed in the class. The textbook provides rich materials that are supplementary to lecture notes. It is important to realize that lectures are NOT designed to cover a textbook and that the material in lectures is quite different from any...
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