rd

Svend Hollensen, Marketing Management, 3 Edition, Instructors Manual

Suggested lecture plan: Marketing management course

Sample syllabus
1. Lectu
rer
Svend Hollensen, Ph.D.
Pearson Education website: http://www.pearsoned.co.uk/hollensen
E-mail: svend@sam.sdu.dk
2. Course
objectives
The development of marketing theory and practice is undergoing a paradigm shift from a
transactional to a relationship orientation. However, as many companies are still relying on the
traditional marketing approach, the course will balance on the edge between Relationship
Marketing (RM) and Traditional (transactional) Marketing (TM).
The course objectives are:
To introduce the students to the main concepts of Marketing Management, both the
traditional marketing concept and also how this can be combined with the
relationship marketing concept.
To present the students an analytic framework for building a chain of relationships
(networks/value net) between the focal firm and its main stakeholders, including
customers, suppliers, distribution channel intermediaries and firms producing
complementary products/services. Even relationships to competitors are considered.
To offer the students an analytic framework for the development, implementation and
control of marketing plans with the purpose of developing long-term relationships
with customers, which cannot easily be duplicated by competitors.
Having followed this course, the student should be better equipped to understand how the firm
can achieve competitiveness through the design and implementation of relationship-based
marketing programmes.
3. Course
content
The course has a clear decision-oriented approach. The structure of the course follows the
marketing planning process of the firm. Based on an analysis of the competitive advantages of
the firm (session) and the analysis of the external situation (session), the firm is able to develop
marketing strategies (session) and marketing programmes (session). Finally, the firm has to
implement and control the efforts in the markets and if necessary make corrective changes in the
marketing strategy (session).
4. Literat
ure
Svend Hollensen: Marketing Management A relationship approach. Financial Times/

rd

Svend Hollensen, Marketing Management, 3 Edition, Instructors Manual

Prentice Hall, Third Edition, 2015.

5. Pre-requisites
An introductory course in marketing and/or economics.
6. Duration
Number of class hours per course: 30
7. Teaching methods used
Lectures combined with group presentations and discussions of case studies.

Possible course structure based on a 15 week course:

Week

Session topics

Required reading

(date)

(Two class hours per week session)

Text = S. Hollensen, Marketing

Management, 2015
Class case = To be discussed in class.
The tutor leads the discussion.
Group case = Case study no. in
Marketing Management. A group
makes a 20 minute presentation in
class with subsequent discussion in
class. The group is more than
welcome to update the case through
the Internet.

Text = Preface + Chapter 1 + Appendix

Structure of the book

Introduction

The TM versus the RM concept

Relevant market research types

for assessment of market
potential
Identification of core competencies

The resourced-based view (RBV)

Market-orientation view (MOV)

Exploitation vs. Exploration

Value creation vs. Value capture

Customer experiences and

experimental marketing

Development of competitive
advantages

Sources of competitive advantages

A holistic model of competitiveness

Make- or buy (outsourcing) analysis

2
1

Class cases = Tata Nano (Part I Video

case study)

Text = Chapters 2 + 3

Class cases = Hunter Boots (Case 1.1)

Group case: Zalando

(Case 2.1) Group no. 1

Pearson Education Limited 2015

Customer behaviour

Consumer decision making (B-t-C)

Customer satisfaction

Customisation

Text = Chapter 5

Who are the competitors?

How do we learn about
our competitors?

Market/resource commonality

Response patterns of our competitor Group case: Spotify

(Case 4.1) Group no. 3
Organisation for CI

Group case: Nintendo Wii

(Case 3.1) Group no. 2

Competitor analysis/Intelligence (CI)

Class case = Mller yogurts

(Part II Video case study)

Organisational decision
making (B-t-B) (the BuyGrid model)

Text = Chapter 4

Analysing relationships in the value

chain (the value net)

Customer relationships

Supplier relationships

Complementor relationships

Competitor relationships

Internal marketing relationships

Group case = Cereal Partners Worldwide

(Case 5.1) Group no. 4

SWOT, strategic marketing planning

and portfolio analysis

SWOT analysis

Portfolio analysis

BCG model

GE Matrix

International portfolio analysis

Supplier portfolios

Text = Chapter 7

Group case = ARM (Case

6.1) Group no. 5

Segmentation, targeting, positioning

and competitive strategies

Segmentation in the B-t-C market

Segmentation in the B-t-B market

Target marketing

Positioning

Generic competitive strategies

Text = Chapter 6

Offensive/defensive
competitive strategies

Text = Chapter 8

Class case = Nivea (Part III Video case

study)

Group case = Red Bull

(Case 7.1) Group no. 6

2
2

Pearson Education Limited 2015

CSR Strategy and the sustainable

global value chain

Social Marketing as part of CSR

Cause-related marketing

The sustainable global value chain

Design and implementation of

the intern

Poverty (BOP market) as a

market opportunity

The green market as a

business opportunity

10

Group case = LEGO

Friends
(Case 8.1) Group no. 7

Establishing, developing and

managing buyer-seller relationships

Building buyer-seller
relationships in B-t-B and B-tC markets

Relationship quality

Managing loyalty

The CRM path to customer loyalty

Key Account Management (KAM)

Dimensions of the product

Service strategies (ServiceDominant Logic)

New product development and PLC

Brand equity and

branding alternatives

Implications of the Internet

for product decisions

Text = Chapter 10

Class case = Tequila Avin

(Part IV Video case study)

Group case = YouthAIDS

(Case 9.1) Group no. 8
Text = Chapters 11

Product/service decisions

Text = Chapter 9

Group case = Dassault Falcon business

jets (Case 10.1) Group no. 9

Long Tail strategies

2
3

Pearson Education Limited 2015

11

Pricing decisions

12

13

Pricing strategies (valuebased vs cost-based)

Experience curve pricing

Price bundling

Relationship pricing

Pricing on the Internet (e.g. the

Freemium model)

Distribution decisions

Functions of channel participants

Distributor portfolio analysis

Text = Chapters 12

Group case = British American

tobacco (BAT) (Case 11.1)
Group no. 10
Text = Chapters 13

Relationships between
manufacturer and
distributor

Channel structure

Managing logistics

Retailing / mystery shopping

Communication process

Communication tools

Personal selling

Trade fairs and exhibitions

Distribution by Smartphones
Communication decision

Communication process

Communication tools

Personal selling

Trade fairs and exhibitions

Implications of Internet
for communication
decisions

Social Media
Marketing (6-C model)

From Bowling to
Pinball

Group case = Harley-Davidson

(Case 12.1) Group no. 11
Text = Chapters 14

Group case = Bosch Indego

(Case 13.1) Group no. 12

14

Organising and implementing the

marketing plan:

Marketing audit

Building the marketing plan

15

Organisation and
implementation of the marketing
effort

The role of internal marketing

Budgeting and controlling

Class case = Pret A Manger

(Part V Video case study)
Group case = Orabrush Inc.
(Case 14.1) Group no. 13
Text = Chapter 16

Annual plan budgeting

Text = Chapter 15

Controlling the
marketing
programme

Customer life time value (CLTV)

Economic value-added with

successful implementation of
customer relationship
management (CRM

Group case = Triumph

Underwear
(Case 15.1) Group no. 14

Group case = Sony Music Entertainment

(Case 16.1) Group no. 15

Social Media metrics

If more than fifteen sessions are available, the Appendix (Marketing research/decision support system)
can be taken out as separate sessions.