Autumn 2015
Course Theme: Creating Value for Customers and Capturing Value for the Firm
Professor:
Office:
Email:
TA:
TAs Email:
I.
Shashi Matta
554 Fisher Hall
matta.6@ osu.edu
Mona Balasubramanian
balasubramanian.71@osu.edu
Classroom:
Classes:
Office Hours:
Marketing is too important to be left to the marketing department alone. David Packard
In the most general sense, the success of any organization either for-profit or non-profit
depends largely on how well it can attract and retain customers, in order to achieve its goals. To
attract customers, the organization must have something of value to offer to them. The central
premise of marketing, therefore, is all about understanding, creating, communicating and
delivering value to customers.
This core course on marketing management is designed to provide future managers and decision
makers an appreciation of the role of marketing in an organization. Like any core course, it
emphasizes breadth over depth. My primary goal is to help you develop a keen sense of
marketing curiosity and broad-based marketing know-how, so that you can ask the right questions
and provide insightful solutions in any marketing related discussion.
Our learning objectives in this course include a) Developing a structured approach to the analysis
of marketing problems, b) Sharpening decision-making skills, and c) Designing a strategic
marketing plan with an appreciation of how different elements of the plan fit together.
Course Packet
Most required readings for this course are included in a custom course packet and it is available
for purchase from Harvard Business Publishing (link available on Carmen). The remaining
required readings are available free of charge (no copyright charges), on Carmen, under the
Content tab. Both sets of readings are required. Please refer very carefully to the Detailed Course
Schedule (pages 6 13 in this syllabus) and read the assigned articles and cases for each class.
Class slides will be posted on Carmen, after each class, prior to midnight. Other course materials
will be made available on Carmen, as and when necessary.
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Individual or Team-based
Class Contribution
Ask the Right Question
Quiz: Marketing Math
Mid-term Exam
Case Analysis
Final Exam
Individual
Individual
Individual
Individual
Team-based
Individual
Total
10%
10%
10%
25%
10%
35%
___________
100%
V. Grading Scale
The grading scale, and point conversion that will be utilized for the final grade is as follows:
A=
A- =
B+ =
B=
B- =
93 100%
90 92.99%
87 89.99%
83 86.99%
80 82.99%
GPE
4.0
3.7
3.3
3.0
2.7
C+ =
C=
C-=
D+ =
D=
77 79.99%
73 76.99%
70 72.99%
67 69.99%
63 66.99%
GPE
2.3
2.0
1.7
1.3
1.0
Quality contribution to class discussions is a key component of learning in this class. This
involves insightful comments, sharp analysis, active listening, and respectful and constructive
participation. Needless to say, merely using up airtime does not translate into a higher
contribution grade. Your participation in class will be graded by an assigned core team, and me.
Core team assignments for grading class participation will be made on the first day of class.
The course will feature a dropbox folder on Carmen, Ask the Right Question (ATRQ). You
can contribute a question for an upcoming class session by 11:59 PM the night before class (e.g.,
if you wish to submit an ATRQ for session # 2, you have until 11:59 PM on Wednesday, 8/26).
The question should be related to the topic being addressed in that class session, and should not
have been answered in any of the readings or cases assigned for that day (therefore, only post a
question if you have read all the assigned readings on that topic). Each student is required to
submit a total of 5 ATRQs, during the course (i.e., starting from session # 2 and ending with
session # 14). An ATRQ submission needs to accomplish three things 1) be based on concepts
in the readings for that class session, 2) apply the concepts to a real world example, and 3)
speculate on the question by providing alternatives based on your learning so far. Page limit: 2
pages, single-spaced. Please cite sources, and provide a link to the article / source that your
ATRQ is based on. Submissions will be run through Turnitin for originality. If you submit more
than 5 ATRQs, I will consider the 5 best submissions. Sample ATRQs are posted on Carmen.
The Quiz will consist of a problem set to be solved in around 20-30 minutes (exact time will be
announced in class). This is an individual assignment, and no collaboration is allowed.
Each team will be assigned one case to analyze (either case # 4 or case # 7). Case analysis should
follow the broad questions outlined in the Case Analysis Questions on page 14 of this syllabus
document, and demonstrate strategic thinking, application of concepts learned in class, and
original contribution. Page limit and formatting: 7 pages, single-spaced, Times New Roman 12,
with 1 margins on all sides; figures, tables and appendices can take up an extra 3 pages.
Depending on which case your team has been assigned, your Case Analysis will be due at 11.59
PM the night before class (in which were scheduled to discuss the case). Therefore, if your team
has been assigned Case 4 (or Case 7) for your assignment, the report will be due at 11.59 PM on
Monday, 9/28, (or Wednesday, 10/7). Upload your teams analysis to the dropbox on Carmen.
Exams: 25% of the Final Grade (Mid-term); 35% of the Final Grade (Final)
The Mid-term and Final Exams will consist of case analyses. You are allowed to refer to your
notes and class slides (not the course packet readings, just your notes and class slides) during
these exams. Exams will cover all course materials (readings, class slides, snippets) and learning
until the class prior to the exam. The final exam, therefore, is cumulative. A set of sample midterm exam questions will be posted on Carmen a week prior to the mid-term.
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X. Disability Statement
Any student who feels s/he may need an accommodation based on the impact of a disability
should contact the instructor privately to discuss their specific needs. Please contact the Office
for Disability Services at 614-292-3307 in room 150 Pomerene Hall; they coordinate reasonable
accommodations for students with documented disabilities.
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Required Readings:
Student Deliverable:
Recommended Readings:
(If interested)
Required Readings:
Recommended Readings:
(If interested)
Required Case:
Required Reading:
Recommended Readings:
(If interested)
Required Case:
Required Reading:
Recommended Readings:
(If interested)
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Required Reading:
Recommended Readings:
(If interested)
Required Readings:
Recommended Readings:
(If interested)
Required Readings:
Recommended Readings:
(If interested)
Required Reading:
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Survey Research
New Product / New Concept Testing Research
Insights from Marketing Research
Required Case:
Recommended Readings:
(If interested)
Required Readings:
Recommended Reading:
(If interested)
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Required Case:
Recommended Readings:
(If interested)
Required Reading:
Recommended Readings:
(If interested)
Positioning Strategies
Examples of Positioning Statements
Common Mistakes in Writing Positioning Statements
Re-positioning
Positioning: Accounting for the Present and the Future
Required Cases:
Recommended Readings:
(If interested)
Required Case:
Print Resources:
Online Resources:
MarketingPower.com
Bloomberg BusinessWeek
MarketingCharts.Com
The Economist
MarketingVOX.Com
Advertising Age
MarketingProfs.Com
Podcasts:
NPR: Marketplace
Marketing Myopia
Marketing-Voices
Marketing Warfare
Ogilvy On Advertising
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Case 2: Casting a Wide Net: Choosing the Right Growth Strategy for Caster Connection
Perform a strategic analysis of Caster Connections current position. Apply Ansoffs Growth Matrix to
propose growth strategies for Caster Connection (you may or may not include the options outlined in the
case). Evaluate each of the four growth options outlined in the case. What should Caster Connections
growth strategy be and why? Outline a recommendation plan for your chosen growth strategy.
Cases 5 & 6:
The primary assignment in this case is to write positioning statements for Tata Nano (case 5) and
ThoughtWorks (case 6). In arriving at the positioning statements, it is essential to follow these steps
(please prepare the following first, and then attempt to write the positioning statement) a) Who is the
target consumer? b) What is the frame of reference? c) What are the points of parity? d) What are the
points of differentiation? e) What is the value proposition, based on functional and emotional benefits?
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Session # 1
Tuesday, 8/25/15
Introduction to Marketing
Readings:
1. Note on Marketing Strategy
2. When Marketing Is Strategy
Deliverable: Personal Profile Form
Session # 2
Thursday, 8/27/15
Session # 3
Tuesday, 9/01/15
Session # 4
Thursday, 9/03/15
Session # 5
Tuesday, 9/8/15
Marketing Strategy:
Competing in Existing & New
Markets
Case:
1. Swiss Army: Diversifying into the
Fragrance Business
Reading:
5. A Supplement on Basic Marketing Math
Marketing Strategy:
Growth Strategies
Case:
2. Casting a Wide Net: Caster Connection
Reading:
6. Note on Product-Market Growth Matrix
The Consumer
Quiz 1: Marketing Math
Session # 6
Thursday, 9/10/15
Saturday, 9/12/15
Readings:
3. The Five Competitive Forces
4. Measuring Marketings Worth
Mid-term Exam
(10:00 AM - 12:00 PM)
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Reading:
7. Consumer Behavior and the Buying
Process
Readings:
8. Major Sales: Who Really Buys?
9. The Consumer Decision Journey
Open Notes
Session # 7
Tuesday, 9/15/15
Session # 8
Thursday, 9/17/15
Session # 9
Tuesday, 9/22/15
Session # 10
Thursday, 9/24/15
Session # 11
Tuesday, 9/29/15
Basics of Segmentation
Segmentation: Applied
Session # 12
Thursday, 10/01/15
Introduction to Positioning
Session # 13
Tuesday, 10/06/15
Session # 14
Thursday, 10/08/15
Readings:
10. Marketing Research
11. Analyzing Consumer Preferences
Reading:
12. Conducting Marketing Research
Case:
3. The Springfield Noreasters: Maximizing
Revenues in the Minor Leagues
Readings:
13. Market Customization: Market
Segmentation, Targeting and Positioning
14. Rediscovering Market Segmentation
Case:
4. Fashion Channel: Market Segmentation
Reading:
15. Positioning: The Essence of Marketing
Strategy
Cases:
5. Positioning the Tata Nano (A)
6. ThoughtWorks (A): Targeting and
Positioning Basics for a Service Firm
Case:
7. Clean Edge Razor: Splitting Hairs in
Product Positioning
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