State California University Long Beach
Marketing Concepts MKTG500
Summer 2011
Instructor: Dr. Hieu P. Nguyen
Office Number: 562-985-7132
Office Hours: by appointment only
Class Meeting Times: 2:00-6:00pm Tue
Office: CBA 338
E-Mail: [e-mail]
Class Location: CCPE classroom
Required text: Principles of Marketing, 13th ed. by Kotler & Armstrong. Publisher:
Prentice Hall. ISBN-13: 978-0-13-608072-5
Required cases: http://cb.hbsp.harvard.edu/cb/access/7744059
Course Objectives: The course introduces graduate students to marketing principles with a
focus on hands-on, practical issues facing marketing professionals in a culturally and
ethnically diverse business environment. Topics covered in the course investigate marketing
from a managerial perspective, including the critical analysis of functions of marketing
opportunity assessment, marketing planning, marketing implementation, and evaluation of
marketing efforts. The major objective of this course is to give the student a solid foundation
to appreciate the significance of marketing in an organization and to implement successful
marketing strategies in order to create maximum company and customer values.
Course format: The class consists of lectures, HBS cases, in-class readings, video cases, and
a group project (marketing plan).
Regarding the group marketing plan, each group will develop a marketing plan for a local
company/organization. Groups are encouraged to select their own companies/organizations.
A marketing plan format will be posted on Beachboard under Course document. Teams
will present their work on assigned dates listed below. All teams will turn in a written
marketing plan no longer than 30 pages, including all appendices, tables, charts, and
references (double spaced, one-inch margins, 12-point Times New Roman font) on the date
listed. Business attire is required for the presentation.
Grading:
Class participation:
Midterm:
Group marketing plan:
Final exam:
50 pts
100 pts
100 pts
150 pts
The grading scale, based on total points for the semester is:
360-400 pts: A
320-359 pts: B
280-319 pts: C
239 pts & below: F
Policy on Class Participation:
240-279 pts: D
Throughout the semester, all students will have an opportunity to make contributions to class
discussions. Participation record will be kept on a weekly and semester basis. In order to earn
full participation grade (50 pts), each student will need to make quality contributions to class
discussions every week (in and out of class via emails). Non-participation results in 3 pts
taken off each week.
Policy on Classroom Behaviors:
All cell phones & other electronic devices (e.g. pagers, PDAs) must be put on vibrate
or turned off and not on your desk during class.
Students are responsible for what transpired if they miss a class. It is the student's
responsibility to contact the instructor or a classmate to determine what was missed.
See "Policy on Make-up Exam and Assignments" below.
Talking and other disruptive behavior are not permitted while classes are in session.
Students are expected to do ORIGINAL work for all assignments, including exams.
See Academic Integrity policy below.
It is the student's responsibility to notify the professor in advance of a need for
accommodation of a disability that has been verified by the University.
Policy on Make-up Exams:
Make-up examinations will be given only if you notify me of your absence prior to the exam.
Excuses for missing an exam include deaths in your family, hospital emergencies, accidents,
serious illnesses. Proper documentation will be required.
Policies on Withdrawal, Late Withdrawals, and Incompletes:
The university policy on dropping and withdrawal from classes is set forth in the schedule of
classes. Students are obligated to officially withdraw from their courses even though they
have not attended. Withdrawals require the signature of the the instructor, chairperson and
the dean of the college. You must have a documented reason for a late withdrawal. I will not
sign any late withdrawals without a documented reason such as a doctor's note. I do not give
incompletes in this course. If you do not think you can successfully finish this course you
should drop it by the stated due date.
Policies on attendance:
Attendance will be taken every class period at random times. Each student is entitled to ONE
absence without the professors approval. Anticipated absences MUST be approved in
advance. 5 points of the total semester grade will be taken off for each absence without
prior approval or proper documentation.
Academic Integrity:
Students in this course will be expected to comply with the California State University, Long
Beach Policy on Academic Integrity. Any student suspected of violating this obligation for
any reason during the semester will be required to participate in the procedural process,
initiated at the instructor level, as outlined in the University Guidelines on Academic
Integrity. This may include, but is not limited to, the confiscation of the examination of any
individual suspected of violating University Policy. Furthermore, no student may bring any
unauthorized materials to an examination, including dictionaries and programmable
calculators. You must turn in your own work. Using someone else's work as your own is also
considered cheating and will be dealt with according to the University guidelines stated
above. It's the students responsibility to drop a course he or she does not plan to attend.
Campus Computer/Network Usage:
Careful and ethical use of computing resources is the responsibility of every user. As a user
of these resources, you agree to be subject to the guidelines of the "Policy Governing Access
to and Use of CSULB Computing Resources." These guidelines apply to all computing
resources provided by the University; some guidelines are more directly related to time
sharing systems, some to microcomputers and local area networks, and some to all systems.
Disabilities:
DISABLED STUDENT SERVICES is a student support program within the Student Services
Division. Our mission is to assist students with disabilities as they secure their university
degrees at California State University, Long Beach. We provide services to over 1,300
students each semester. Over 3,000 students with disabilities have graduated from CSU Long
Beach with support from our program.
The Disabled Student Services office is located on the 2nd floor in the Administration
Building, room SS/AD 270.
Changes to the syllabus:
I reserve the right to make changes to the syllabus as needed throughout the semester.
Changes will be mentioned in class. It is the students responsibility to know about and
follow these announced changes in the syllabus.
TENTATIVE SCHEDULE
Week Date
1
7/12
Chapter
1, 2, 3
2
7/19
4, 5
3
7/26
17, 18
4
8/2
7
5
8/9
8
6
7
8/16
8/23
9
10, 11
8
9
10
8/30
9/6
9/13
12, 13
14, 15
16, 19
11
9/20
Topic & Activities
Marketing, Marketing Strategy, The Marketing Environment
Video: BMW; Group formation due
Marketing Research, Consumer Markets & Behaviors HBS case:
The Fashion Channel;
Direct & Online Marketing; Competitive Advantage Kellogg case:
DryCleaning
Segmentation, Targeting, & Positioning HBS case: Metabical; Inclass exercise: Segmentation for XYZ gym
Products, Services, & Brands HBS case: Harley-Davidson;
Reading: Grisaffe & Nguyen (2011) MIDTERM EXAM (take
home)
New Product Development & PLC Strategies HBS case: Dove;
Pricing & Pricing Strategies; Reading: Tatas Nano, The Car That
Few Want to Buy (New York Times)
Marketing Channels, Retailing & Wholesaling
IMC, Advertising & PR Video case: Song Airline,
Personal Selling & Sales Promotion; Global Marketing - HBS case:
IKEA
Presentation FINAL (take home)