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syllabus - MGMT 324 MARKETING MANAGEMENT Spring 2010...

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1 MGMT 324 MARKETING MANAGEMENT Spring 2010 Instructor: Prof. Qiang (pronounced as Chiang) Liu 411 Krannert Building 765-496-6221 [email protected] Office hours: Thursday 2:00 pm-3:00 pm Or by appointment Website: http://www.itap.purdue.edu/tlt/blackboard/ Class times and place: 22542: MW 10.30 am – 11:45 pm, RAWL 1057 22544: MW 12.00 pm – 1.15 pm, RAWL 1057 22545: MW 3.00 pm – 4.15 pm, Krannert Building G018 OBJECTIVES OF THE COURSE The course is designed to introduce you to the fundamental concepts of marketing strategy and management, and to explain how these concepts fit into the larger context of overall corporate strategy. In addition, this course seeks to sharpen your skills in analytical thinking and effective communication in order to improve your decision-making abilities. A summary of course goals is, therefore: 1. Introduce marketing strategy (customer, competitor, and company analysis) and the simple quantitative methods that support it. 2. Introduce the elements of the marketing mix (product, pricing, promotion, and “place”), and demonstrate how each is used in a strategic and tactical manner. 3. Improve your problem solving and decision-making ability and your ability to convey your recommendations and solutions in both oral and written communication (primarily through class discussion, presentation, and case analyses). We will use reading materials, case discussions, in-class examples and exercises, marketing games, and, possibly, guest speakers as means to apply the principles learned during the lectures to real- world marketing problems. Keep in mind that effective management results not from simply memorizing marketing facts and vocabularies, but from systematic critical thinking, reasoned application of underlying principles, and strong quantitative and conceptual analyses.
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2 READING MATERIALS Course Packet (Required) A course packet is available at Boiler Copy Maker, Room 157 of the Purdue Memorial Union (next to the Boiler Express Card Office). It contains teaching notes and cases. The cases will give you the opportunity to apply the conceptual frameworks discussed during the lectures to current real-world marketing problems. Game Manual (Recommended, each group should have at least one copy) Mason, Charlotte H. and William D. Perrault, the Marketing Game! (3rd edition), Boston: McGraw- Hill/Irwin, 2002. Textbook (Optional) Kolter, Philip, and Kevin L. Keller, A Framework for Marketing Management, 4th edition, Prentice Hall. Class Notes The PowerPoint slides will be handed out at the beginning of each class and posted on the Blackboard after class. Note, however, that these slides only represent a detailed outline of the class discussion. You will still need to take additional notes to fully capture the material discussed in class. EVALUATION Your final grade in the course will be based on both individual and teamwork. Grades are based on the following items: 1. Four case studies, group 23% 2. Quizzes and presentation attendance, individual 5% 3. Midterm & Final, individual 30% & 30% 4. Marketing game, group 12% 5. Class and group participation, individual Potential grade step (up or down)
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