Southern Methodist University Cox School of Business BA 6324-606 & 616 Fundamentals of Marketing Spring 2012 8-11:45 AM 1:15-5

PM 220 Collins Course Syllabus

Professor William R. Dillon 210A Fincher 214-768-3163 Email: bdillon@mail.cox.smu.edu Office Hours: by appointment Assistant: Jan Olavarri 210B Fincher 214-768-2858 Olavarri@mail.cox.smu.edu

Course Description
A marketing manager is responsible for the overall health of a brand (or a brand portfolio), and for achieving annual sales, share and profitability targets. A marketing manager participates in decisions that affect changes in product positioning and design, the introduction of brand and line extensions, price changes, the level and scheduling of consumer promotions and advertising, channel selection, to name just a few. This course presents a number of frameworks that can prove helpful to managers when making marketing-related decisions that ultimately will affect brand health and overall firm performance. In this course you will be exposed to a combination of lectures, cases, exercises, and an industry project.

Student Learning Outcomes and Objectives:

1. 2. 3. 4. 5. 6. 7. 8. 9. Understand how marketing activities create Shareholder value. Learn how marketers define product markets. Learn how to use protocols to measure what consumers value. Understand what should be the objectives of a promotion. Learn how to manage products through their life cycle. Learn how to use techniques to forecast first-year share for new product introductions. Understand how to measure the value of a brand. Understand how advertising works. Learn how to set price consistent with building customer value.

Class Materials
1. Provided Text: Noel Capon (2007), Marketing in the 21st Century: Developing and Implementing the Market Strategy, 1st edition, Wessex Inc. (www.mm21c.com). 2. BA 6324 readings, Lecture notes, Cases, Exercises and Situation Analysis directions are available at https://courses.smu.edu/webapps/login/ . Any announcements relevant to the course changes in the syllabus, etc.will be communicated through Blackboard Academic Suite, and communicated through email. You should check Blackboard at SMU regularly for updated assignments and new, downloadable readings.

Grading Policy and Course Requirements

Final grades are determined by your performance on the main course requirements as follows: Exams (2) Situation Analysis Quizzes (6 or 7) 50% 25% 25% 100% (individual open book/notes) (groups) (individual closed book/notes)

Situation Analysis (25% of your grade). This project requires you to complete a situation analysis
for an actual product/brand. Broadly speaking, a situation analysis focuses on a firms customers, products, competitors and markets. Your report should be crafted in presentation format i.e. (PowerPoint format) and should not exceed 20-25 pages (slides). Directions are available in the course documents on Blackboard. Previous class projects may be reviewed in my office. The groups will be assigned according to your study group. Due Date: Thursday (EOD), May 3rd.

Exams (50% of your grade). The examinations will present exercises similar in spirit to the practice
problems appearing at the end of each set of lecture notes. Examinations are open book/notes. There are two examinations: Exam Material % Date 1 2 Sessions 1-4 Sessions 6-9 25% 25% Saturday, March 3rd Saturday, May 5th

Quizzes (25% of your grade). Quizzes are random and closed book/notes. Quiz questions will be taken
from the lecture notes. Quizzes will ONLY cover material from the previous class lecture and assignments. Examples of quizzes that were given in past classes are available on the Blackboard site. The best way to prepare for a quiz is to review the lecture notes, read the text material assigned and complete the practice problems as the end of each set of lecture notes. In computing your grade I will drop the lowest quiz.

Other Housekeeping Issues

Disability Accommodations: Students needing academic accommodations for a disability must first be registered with Disability Accommodations & Success Strategies (DASS) to verify the disability and to establish eligibility for accommodations. Students may call 21 !"#$!1 "% or visit htt&:''www.smu.edu'alec'dass to begin the &rocess. (nce registered) students should then schedule an a&&ointment with the &rofessor to ma*e a&&ro&riate arrangements.

+eligious (bservance: +eligiously observant students wishing to be absent on holidays that re,uire missing class should notify their &rofessors in writing at the beginning of the semester) and should discuss with them) in advance) acce&table ways of ma*ing u& any wor* missed because of the absence. (See -niversity .olicy /o. 1.0.) 12cused Absences for -niversity 12tracurricular Activities: Students &artici&ating in an officially sanctioned) scheduled -niversity e2tracurricular activity should be given the o&&ortunity to ma*e u& class assignments or other graded assignments missed as a result of their &artici&ation. 3t is the res&onsibility of the student to ma*e arrangements with the instructor &rior to any missed scheduled e2amination or other missed assignment for ma*ing u& the wor*. (-niversity -ndergraduate 4atalogue) Student 5earning (utcomes: .lease include in your syllabi all student learning outcomes) both those s&ecific to your course) as well as those that satisfy ma6or and general education re,uirements. 7inal 12ams: 7inal course e2aminations shall be given in all courses where they are a&&ro&riate) must be administered as s&ecified in the official e2amination schedule) and shall not be administered during the last wee* of classes or during the +eading .eriod.

Bio William R. Dillon is the Herman W. Lay Professor of Marketing and Professor of Statistics at the Cox School of Business, Southern Methodist University. He also serves as Senior Associate Dean. He received his Ph.D. in Marketing and Quantitative Methods from the City University of New York. He has published over 50 articles in the general areas of segmentation, positioning, market structure and issues related to the use of latent class/mixture models and covariance structure models. His recent interests center on measuring brand equity and consumer-product relationships. His articles have appeared in the Journal of Marketing Research, Journal of the American Statistical Association, Marketing Science, Journal of Consumer Research, Management Science, and the Journal of Marketing. He has also published four books, (Essentials of Marketing Research, Marketing Research in a Marketing Environment, Discrete Discriminant Analysis, and Multivariate Analysis: Methods and Applications), the latter two appear in the prestigious Wiley Series in Probability and Statistics. He currently serves on the editorial review board of the Journal of Marketing Research and Marketing Letters, and has also served on the editorial board of Marketing Science. In 2002 his article Understanding Whats in a Brand Rating: A Model for Assessing Brand and Attribute Effects and Their Relationship to Brand Equity received the Paul E. Green award which is given each year to the paper published in the Journal of Marketing Research during the previous year that shows or demonstrates the most potential to contribute significantly to the practice of marketing research and research in marketing. Over the years Professor Dillon has consulted for a number of national and multinational firms. In 1994 he co-founded Marketing and Planning Systems (MaPS), a Boston-based marketing research consulting firm, which now employs over 80 marketing research professionals. Clients have included AT&T, CocaCola, American Express, IBM, UPS, Walt Disney Co., ESPN, Avon, HBO, Pfizer, Monsanto, Heineken, The Home Depot, Wal-Mart, Masterfoods, Campbells and Microsoft. In July 2004, MaPS was acquired by Millward Brown. Millward Brown is part of the Kantar Group, which is a division within WPP.

CLASS SCHEDULE
Class Class 1 Friday, January 6th Topics and Assignments Topics: Introduction to Managing Marketing (LNs #1) Readings: MM21-Chap #1 and Appendix-Financial Analysis Even Commodities Have Customers (R#1) Smart Business Experiments (R#2) Topic: The Value of Customers (LNs #2) Readings: MM21-Chap #2 and pgs. 497-502 The One Number you Need, (R#3) Understanding Customer Experience (R#4 ) Topic: Consumer Insights (LNs #3) Readings: MM21-Chap #4 pgs. 87-97, 99 (bottom)-117 Finding the Right Job for your Product (R #5) Topic: Understanding What Customers Value (LNs #4) Readings: Conjoint Analysis (R #6) Class 4 Saturday, February 18th Topic: Segmenting Customers (LNs #5) Readings: MM21-Chap #8 Segmenting Global Markets (R #7) Smarter Segmentation for Your Sales Force (R #8) Class Assignment: DLJ Direct Case TBD Exam Review Bradford Case Exercise Class 5 Saturday, March 3rd Class 6 Friday, March 16th EXAM Topics: Product Markets and Market Strategies (LNs #6) Readings: 8821!4ha& 9:) 4ha& 9" and 4ha& 912 Growth Outside the Core (R# 9) Topics: Branding and Positioning (LNs #7) Readings: 8821!4ha& 90 and 4ha& 911 Building Customer-Based Brand Equity (R# 10) How to Navigate the Future of Brand Management (R#11) What High-Tech Managers Need to Know About Brands (R #12) The New Appeal of Private Labels (R #13)

Class 2 Saturday, January 21th

Class 3 Friday, February 3rd

Class 7 Saturday, March 31th

Topics: Managing the Product Life Cycle (LNs #8) Readings: MM21-Chap #10 and Chap #13 Making Supply Meet Demand (R #14) Topic: Pricing/Promotion Analysis (LNs #9) Readings: MM21-Chap #19 and Chap #15 (pgs. 414-416) The Value of Customer Value Analysis (R# 15) Linking Marketing Strategy to Customer Value (R# 16) Seeking Perfect Prices, CEO Tears Up the Rules (R #17) Mind Your Pricing Cues (R #18) Cashing in on the Coupon Comeback (R# 19) Class Assignment: Beauregard Textile Co.

Class 8 Friday, April 13th

Class 9 Friday, April 27st Course evaluation-10 minutes at start of class TBD

Topic: Advertising and Communications (LNs #10) Readings: MM21-Chap #15 Social Media and the New Rules of Branding (R# 20) Why You Need a New Media Ringmaster (R# 21)

Exam Review Millennium Case Exercise Class Assignment: Situation Analysis EXAM

Thursday, May 3rd Class 10 Saturday, May 5th

Readings
1. 2. Even Commodities Have Customers, Franois M. Jacques, Harvard Business Review, May 2007 A Step-By-Step Guide to Smart Business Experiments, Eric T. Anderson and Duncan Simester, Harvard Business Review, March 2011. The One Number you Need, Frederick F. Reichheld, Harvard Business Review, December 2003, pp. 4654 Understanding Customer Experience, Christopher Meyer and Andre Schwager, Harvard Business Review, February 2002, pp. 117-126. Finding the Right Job For Your Product, Christensen, et al, MIT Sloan Management Review, Spring 2007 Conjoint Analysis, David Bukken, The Handbook of Marketing Research, Sage Publications, 2006, pp. 288-311. Segmenting Global Markets: Look Before You Leap , V. Kumar and Anish Nagpal, Marketing Research, Vol. 13, No. 1 (Spring 2001), pp. 8-13. Smarter Segmentation for Your Sales Force, Ernest Waaser, Marshall Dahneke, Michael Pekkarinen, and Michael Weissel, Harvard Business Review, Vol. 82, No. 3 (Mar. 2004), pp. 105-111. Growth Outside the Core, Chris Zook and James Allen, Harvard Business Review, Vol. 81, No. 12 (Dec. 2003), pp. 66-73.

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10. Building Customer-Based Brand Equity, Kevin Lane Keller, Marketing Management, Vol. 10, No. 2 (Jul/Aug2001), pp. 15-19. 11. How to Navigate the Future of Brand Management, Kevin Lane Keller, Marketing Management, Vol. 20, No. 2 (Summer 2011), pp. 37-43. 12. What High-Tech Managers Need to Know About Brands , Scott Ward, Larry Light, and Jonathan Goldstine, Harvard Business Review, Vol. 77, No. 4 (July/Aug. 1999), pp. 85-95. 13. The New Appeal of Private Labels, David Dunne and Chakravarthi Narasimhan, Harvard Business Review, Vol. 77, No. 3 (May/June 1999), pp. 41-52. 14. Making Supply Meet Demand, Marshall L. Fisher, Janice H. Hammond, Walter R. Obermeyer, and Ananth Raman, Harvard Business Review, Vol. 72, No. 3 (May-June 1994), pp. 83-93. 15. The Value of Customer Value Analysis, Kevin T. Higgins, Marketing Research, Vol. 10, No. 4 (Fall 1998), pp. 39-44. 16. Linking Marketing Strategy to Customer Value: Implications for Technology Marketers, Robert Harmon and Greg Laird, Innovation in Technology Management, (July 1997), pp. 1-7. 17. Seeking Perfect Prices, CEO Tears Up the Rules, Timothy Aeppel, The Wall Street Journal, Tuesday, March 27, 2007- Vol. CCXLIX No. 71. 18. Mind Your Pricing Cues, Eric Anderson and Duncan Simester, Harvard Business Review, Vol. 81, No. 9 (Sept. 2003), pp. 96-103 19. Cashing in on the Coupon Comeback, Piet Levy, Marketing News, 04.30.11, pp. 14-18. .

20. Social Media and the New Rules of Branding, David C. Edelman, Harvard Business Review, Vol. 88, No. 12 (December 2010), pp. 61-69. 21. Why You Need a New-Media Ringmaster, Patrick Spenner, Harvard Business Review, Vol. 88 No. 12 (December 2010), pp. 78-79.