Effective Term: 200820 MKT 6890 - Seminar in Special Topics in Marketing

NOVA SOUTHEASTERN UNIVERSITY
H. Wayne Huizenga School
of Business and Entrepreneurship
Doctoral Programs

MKT 6890 - Seminar in Special Topics in Marketing


I. COURSE DESCRIPTION
This doctoral seminar examines various topics in the marketing discipline. The topics may include, but are not limited to, segmentation, brand equity, international marketing, buyer behavior, marketing communications, etc. and change year to year with each offering of the course. The course content will concentrate on recent research in the chosen area.

II. PREREQUISITES
( GMP 5070 OR MKT 5070 OR GMP 5833 OR MKT 5833 )

III. LEARNING OUTCOMES
Course Topic: To provide the student with a thorough understanding of Market Segmentation across various markets.

1. Be able to develop strategic, targeted marketing plans.
2. Understand how market definition and segmentation relates to and interfaces with other marketing/ business functions in the organization.
3. Apply segmentation concepts as an intellectual and "scientific" component of marketing theory. This includes an appreciation for and knowledge of where it has been, how it has developed, and in what direction this area is heading.
4. Understand and design the effective use of research methods for defining and segmenting markets.
5. Know the classic and contemporary literature on segmentation and related topics.
6. Working knowledge of: a) the major segmentation dimensions (e.g., geographics, demographics, psychographics, benefits, usage) and, b) the emerging segmentation issues confronting today's marketers (e.g., cluster-based services, segment-of-1 marketing, segmentation implementation, metrics, etc.).

IV. COURSE MATERIAL
  1. Required Materials

    1. Textbooks

      2. NO TEXTBOOK REQUIRED

    2. Articles
    3. Cases

        4. Day 1: Cases

        a.        Trouble at Taco Bell - ECCH 708-011-1

        b.        The Jet Blue Way - ECCH 307-272-1
           

        Day 2: Cases


        a.        Treading a Fine Line: Caselets in Marketing Ethics -          ECCH 508-016-1

        b.        Business Ethics and Governance Issues at H.P. - ECCH 707-009-1
                 

        Day 3: Cases


        a.        Harley-Davison - Maintaining a Cult Brand - ECCH 507- 055-1

        b.        Branding Citgroup's Consumer Business - HBS 9-504-023
                             

        Day 4: Cases


        a.        Arla Foods and the Cartoon Crisis (A) - ECCH 9B08M005

        b.        Corporate Communication: The Toyota Way - ECCH 503-117-1
                             

        Day 5: Cases

        a.        British Airways: Corporate Image in a Tailspin (A) - ECCH NVA-BC-0151

        b.        Wal-Mart: Nonmarket Pressure and Reputation Risk (A) - ECCH P-52A

        (Order cases from ECCH and HBS with the relevant case numbers).


        Case studies may be purchased on line, ECCH at http://www.ecch.com or call 1 (781) 239-5884 and HBS at http://harvardbusinessonline.hbsp.harvard.edu or call 1-800 795-5200.


    APA Manual
    The APA Manual is a recommended textbook for all courses.
    Effective July 1st 2009, the 6th edition of the APA Manual is recommended 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.