School of Business
MKTG 33 630 452 01
Prof. Marc H. Kalan
Location: LSH B269
Timing: Monday 6:40- 9:30
Office Hours: Monday, Tuesday 5-6 JLB 224 or by appointment
The fundamental objective
Rutgers University Business School
Instructor: Patrick J. Wheeler
Email: [email protected]
Office Hours: 5:30 p.m. in the classroom prior to class
Classes held Mondays at 6 p.m.
Written Assignment #4
Pick a successful firm in each of the following areas:
For each firm, name the key Sustainable Competitive Advantage (SCA) it has and explain why.
You can use Figure 7.3 in the textbook
Written Assignment #6
Develop ideas to increase the enrollment of students in the Rutgers MBA program. What
branded differentiators come to mind? What internal branded energizers come to mind? What
external energizers might be effective?
Written Assignment #7
Think of a transformational new businesses such as Starbucks or Amazon. Discuss the following:
a. How was the business different from what came before? What was similar?
b. What was the innovator advantage?
Written Assignment #5
See the link below related to the 2016 Fortune 50 Most Admired Companies.
Pick two companies from the list and discuss each company or major brand from the company in
terms of i
Seven Things to Consider
Empathize and listen
Choose words carefully
Be mindful of the personality, culture and
Be specific, use measurables
Seven Things to Consider
what is a consultant?
Works for Clients
Provides skill or expertise
Two approaches to consulting
Consultants as experts
Consultants as facil
1. According to the book, strategic marketing management has six objectives
which include all except one of the following:
(a) Precipitate the consideration of strategic choices.
Outline for Team Presentations
Teams of four students each will make a presentation to the class orally on one of the
A product just introduced to the market or one that has been modified and reintroduced to the market
A brand or
Written Assignment #1
On a three-year basis, the corporate leadership team of a major Northeastern energy company revisits
and re-prioritizes the nine strategic goals/objectives (strategic drivers) that are used to determine the
focus of its capit
Outline for Marketing Strategy Analysis
NOTE: See pages 278-279 and 296-310 in the textbook and slides 32-51 in Chapter 16 for help
on this assignment
The same four-person team for the class presentation will prepare a written analysis on the
All of the following are examples of ways to stimulate basic business except:
a. Expand buyer base
b. Expand the loyal customer base
c. Improve customer experience
d. Eliminate inefficiencie
Written Assignment #3
Part 1 (2 questions)
Provide an example (one each) of an incremental, substantial, and
transformational innovation. Explain your reasoning for each.
Of the cultural trends on page 78 in the textbook, what two trends best
What is Marketing?
Marketing is an organizational function
and a set of processes for creating,
communicating, and delivering value
to customers and for managing
customer relationships in ways that
benefit the organization and its
Prof. Martin, Melissa
Group Members: Alexander McGregor, Jason Zolkowski, Haiying Li, Nurten Freson,
SeungWoo Cho, Bomin Kim, Michael B Jones
Description of the Firm and Its Strategy
Procter and Gamble (P&G) is the w
Rutgers Marketing 33 630 452
Outline for the Small Group Market Plan Assignment:
1.The maximum number of pages is 20 (but if shorter that can be ok, do not feel you must have
20 pages), including required title page, table o