Students will gain a working knowledge of marketing management by learning to think strategically and to develop marketing plans aligning marketing initiatives with market opportunities. Students will be able to implement the functional strategies and marketing plans to optimize customer and organizational value. Prerequisite: MKTP 5005 or equivalent.

( GMPF 5005 OR MKTP 5005 OR MRKT 3050 OR MKT 3050 )

Entrance Competencies

All students must have a current working knowledge of basic statistics.

All students entering this course should be computer literate, familiar with Microsoft Office 2003 Software, have unrestricted access to a personal computer, and have the ability to communicate effectively in writing. Please note: Students are required to use an IBM compatible computer. MAC computers are not guaranteed compatible with the Huizenga Schools extranet and are not supported by the Help Desk.

Exit Competencies

By the completion of MKT 5070, the student will be able to:

1) identify and discuss the principles of marketing, conventional marketing terms and definitions, and the role of the marketing manager.
2) demonstrate knowledge of the marketing environment and its relationship to marketing problems and decisions.
3) identify and apply different elements of the marketing mix, specifying how they are integrated into an overall marketing plan, and the control mechanisms necessary to ensure achievement of the plan's objectives.
4) apply the marketing management theory and concepts through case study analyses, simulation and marketing plan preparation and presentations.
5) demonstrate a competent level of written and oral communication skills, especially the ability to present and defend positions in the face of criticism.
6) demonstrate sound decision-making and analytical skills, including the ability to define and solve problems and cope with complex environments in completing all course assignments.

1. Required Materials


1. Textbooks

Marketing Management - 13.Edition - 2009
Kotler, Philip; Keller, Kevin
Pearson
ISBN: 9780136009986


2. Cases

Note: The professor will advise as to which cases will be used in class.


To purchase and access the cases for the FALL TERM, you will need to do the following: Go to:

http://cb.hbsp.harvard.edu/cb/access/1936

Then click on the course link provided by the instructor, this will take you to a login page that is divided down the middle. The left hand side is for returning users the right hand side is for new users. For returning users simply enter your username and password in the space provided. Fill in the open fields on the left hand side of the page. And then click login. Once you have logged in click on the My Courses link in the upper left hand corner of the page. Click on the course title and the scroll to the bottom of the page to enter your credit card information. Click the checkout button. Once you have checked out you can click on the blue download file link connected with any of the articles on the My Courses or My Library page and a PDF window will open with the selected case.




Case Study "Samsung Electronics Company: Global Marketing Operations" - 2004 (See Questions for Case Assignments)
John A. Quelch and Anna Harrington
Harvard Business School Publishing HBS 5-504-051


Case Study "Marketing at the Vanguard Group" - 2003 (See Questions for Case Assignments)
John A. Quelch and Carin-Isabel Knoop
Harvard Business School Publishing HBS 9-504-001


Case Study "Virgin Mobile USA: Pricing for the Very First Time" - 2003 (See Questions for Case Assignments)
Gail J. McGovern
Harvard Business School Publishing HBS Case No 9-504-028


Case Study "UNICEF" (See Questions for Case Assignments)
John A. Quelch and Nathalie Laidler
Harvard Business School Publishing HBS 5-503-032


Case Study "Starbucks: Delivering Customer Service" (See Questions for Case Assignments)
John A. Quelch and Youngme Moon
Harvard Business School Publishing HBS 5-504-016


Case Study "BMW Films" (See Questions for Case Assignments)
Youngme Moon
Harvard Business School Publishing HBS 9-502-046


Case Study "XM Satellite Radio" (See Questions for Case Assignments)
David B. Godes and Elie Ofek
Harvard Business School Publishing HBS 9-504-009


Case Study "Lenovo: Building a Global Brand" - 2006 (See Questions for Case Assignments)
John A. Quelch
Harvard Business School Publishing HBS N9-507-014


Optional/Substitutable Cases:

The following case studies are among a list of materials to augment or substitute the above cases dependent on class format (week-end, online, weekday) and instructor preference.

Case Study "Strategic Inflection: TiVo in 2003 (A)" - 2003
David B. Yoffie; Pai-Ling Yin; Christina Darwall
Harvard Business School Publishing ISBN: 668294X


Case Study "Kinko's" - 2005
Gail McGovern & Seth Schulman
Harvard Business School Publishing ISBN: 9-506-024



APA Manual
Effective October 1^st 2009, the 6th edition of the APA Manual is required for all courses.

NSU Bookstore
Textbooks and Case Studies may be purchased from the NSU Bookstore (located in the University Park Plaza) by calling 1-800-509-2665 or online at http://www.nsubooks.bkstore.com.

The NSU libraries comprise the Alvin Sherman Library, Research, and Information Technology Center, East Campus Branch Library, Health Professions Division Library, Law Library and Technology Center, North Miami Beach Branch Library, University School Library Media Centers, and the William S. Richardson Ocean Science Library. Students are strongly encouraged to visit one of the physical locations and/or take advantage of the vast electronic library available for research. For more information, please visit http://www.nova.edu/library.

Please note that all required and recommended materials should be referenced in APA style.