FRANK G. ZARB SCHOOL OF BUSINESS
"to provide students with a perspective on the integration of the functional areas of business, while maximizing
the use of analytical skills and knowledge for decision making in a contemporary global business environment"
DEPARTMENT OF MARKETING AND INTERNATIONAL BUSINESS
MARKETING 203 MARKETING ANALYSIS AND MANAGEMENT FALL 2004 COURSE OUTLINE
INSTRUCTOR: Dr. James P. Neelankavil
OFFICE HOURS: Monday and Tuesday 4:00-6:00 PM
DEPT OFFICE: 222 WELLER OFFICE: 216 WELLER
DEPT PHONE: 463-5706 PHONE: 463-5336
COURSE DESCRIPTION: Managerial decisions in the marketing area. Topics include marketing strategy
determination, the role of marketing research, consumer behavior, marketing and the law, consumerism,
social responsibility of marketers, international marketing and product, pricing, distribution, and channel policy.
A special focus on analytical techniques in developing, implementing, and controlling marketing plans is
PREREQUISITE: Open only to matriculated MBA students. No credit for both Marketing 203 and Marketing
REQUIRED COURSE MATERIALS:
1. Philip Kotler, Marketing Management, Eleventh Edition (Englewood, Cliffs, N.J.: Prentice Hall, 2003).
2. Marketing Plan Pro, Academic Version 4.0. [NOTE: If you buy a new textbook at the Hofstra bookstore,
this software is bundled with the text.]
GENERAL COURSE OBJECTIVES: This course is designed to examine marketing and its components
from a middle-management perspective. There is particular emphasis on describing, analyzing, and applying
the elements of strategic marketing that are essential for managers to plan and function effectively. Marketing
activities are also examined from global, ethical, ecological, competitive, consumer, and other perspectives.
SPECIFIC COURSE OBJECTIVES:
1. To provide a thorough understanding of marketing decision making.
2. To show the interaction of marketing with other functional areas of business, and the strategic
importance of marketing for marketers and non-marketers alike.
3. To look at the options available in marketing decision making.
4. To assess the ethical and societal aspects of marketing decision making.
5. To analyze the applicability and limitations of strategic marketing tools.
6. To examine the impact of a complex business environment on marketing decision making.
7. To explore various marketing research and MktIS issues.
8. To study the development, enactment, and analysis of marketing strategy.
9. To examine marketing decision making with respect to final consumers versus organizational
10. To look at marketing decision making in terms of international markets.
11. To discuss marketing decision making with respect to goods vs. services.
TERM REQUIREMENTS/METHODS OF ASSESSMENT:
There will be five basic term requirements. It is expected that you attend the course regularly, be prepared,
submit assignments when due, and participate in class discussion:
1. Term paper 15%
2. Take home final exam 35%
3. Term project – assignment 1 5%
4. Term project – assignment 2 25%
5. Team project – assignment 3 20%
TERM PROJECT: OVERVIEW
1. During the second class week, the professor will set up teams comprised of 4 students each (depending
on the number of students in the class, one to three teams may have 3 members).
2. Each team is to devise a comprehensive marketing strategy for a new company you create. You have a
budget of $5-$10 million (your choice within this range). The plan is to be based on the template used in
Marketing Plan Pro, Academic Version 4.0.
3. Begin by looking at the Standard & Poor’s Industry Surveys available via the Hofstra online library data
base. Then select one of these industries in which to operate and print the most recent industry report:
• Autos & auto parts • Computers: software
• Banking • Financial services: diversified
• Biotechnology • Foods & nonalcoholic beverages
• Chemicals: specialty • Household non-durables
• Computers: commercial services • Publishing
• Computers: hardware • Telecommunications: wireless
4. Submit your selection to the professor. No more than four teams may choose any single industry. First come,
first served. You must get the professor’s approval for your industry.
TERM PROJECT: ASSIGNMENT 1
1. As a team, after reading the S&P report for your industry, (a) describe the characteristics of the niche you
would like to enter, (b) explain why this niche is attractive to you, (c) note the biggest obstacles you would
face in doing business in that niche, and (d) state how you would address these obstacles.
2. Use section headings so your discussion corresponds to the topics noted.
3. NOTE: This paper becomes the basis for your decisions in Assignment 3.
4. Due date: October 4, 2004. Lateness will be penalized.
TERM PROJECT: ASSIGNMENT 2
1. Individually, each team member is to prepare a marketing analysis of a different leading firm in your industry
(i.e., four different firms in all). This is an individual assignment and will be graded as such.
2. Discuss these topics: The firm’s organizational mission, its core competencies, the target market strategy, the
marketing mix strategy, global strategy, sales and profit performance, ethical performance, and future
3. Be sure to provide a critical analysis, not just a synopsis.
4. Submit a report with appropriate references. Use section headings so your discussion corresponds to the
5. Due date: October 25, 2004. Lateness will be penalized.
TERM PROJECT: ASSIGNMENT 3
1. As a team, prepare a full marketing plan using the Marketing Plan Pro (MPP) software. Include in your plan a
detailed discussion for all of the topics in the planning software and complete the tables that are in MPP.
2. Submit the completed plan in a typed report (using the “Print” and “Report” commands in MPP).
3. NOTE: Your discussion in the various MPP sections should be more substantive than the examples provided
by MPP, which tend to be very brief.
4. Due date: December 6, 2004. Lateness will be penalized.
1. Term paper; using secondary sources write a critical paper on how databases are used to improve
customer relations. Due on: November 8 15 points
2. At the end of the term you are required to complete a take home exam made up of 4 essay
questions of which you need to answer 3. Due on: December 13 35points
Topics and reading assignments are noted below. Required readings are cited as K (Kotler). Both required
and suggested readings are shown.
WEEKS 1-2: CONCEPTUALIZING MARKETING
Required Reading: K, Chapters 1, 2, 3
• “America’s Most Admired Companies,” Fortune (March 8, 2004), 80-118.
• Lam, Shun Yin, Venkatesh Shankar, M. Krishna Erramilli, and Bvsan Murthy,”Customer
Value, Satisfaction, Loyalty, and Switching Costs: An Illustration From a Business-to-
Business Service Context,” Journal of the Academy of Marketing Science (Summer 2004),
• Sharma, Arun and Jagdish N. Sheth, “Web-Based Marketing: The Coming Revolution in
Marketing Thought and Strategy,” Journal of Business Research (July 2004), 696-702.
• Stoelhorst, J.W. and Erik M. van Raaij, “On Explaining Performance Differentials: Marketing
and the Managerial Theory of the Firm,” Journal of Business Research (May 2004), 462-477.
• Urban, Glen L. and John R. Hauser, “Listening In to Find and Explore New Combinations of
Customer Needs,” Journal of Marketing (April 2004), 72-87.
• Veloutsou, Clepatra, Michael Saren and Nikolaos Tzolas. “Relationship Marketing: What
If…?” European Journal of Marketing (April 2002), 433-449.
WEEKS 2-3: “MANAGING” THE MARKETING ENVIRONMENT (INCLUDING ETHICAL DECISION MAKING)
Required Reading: K, Chapters 6,9
• “Industry Outlook 2004,” Business Week (January 12, 2004), 88-127.
• Sawhney, Mohanbir, Sridhar Balasubramanian, and Vish V. Krishnan, “Creating Growth with
Services,” Sloan Management Review (Winter 2004), 34-43.
• Berman, Barry, “Strategies to Combat the Sale of Gray Market Goods,” Business Horizons
(July-August 2004), 51-60.
• Drumwright, Minette E. and Patrick Murphy, “How Advertising Practitioners View Ethics,”
Journal of Advertising (Summer 2004), 7-24.
• Langenderfer, Jeff and Don Lloyd Cook, “Oh, What a Tangled Web We Weave: The State of
Privacy Protection in the Information Economy and Recommendations for Governance,”
Journal of Business Research (July 2004), 734-747.
• Yoo, Boonghee and Baveen Donthu. The Effects of Marketing Education and Individual
Cultural Values on Marketing Ethics of Students,” Journal of Marketing Education (August
WEEK 4: DEVISING STRATEGIC MARKETING PLANS
Required Reading: K, Chapter 4
• Slater, Stanley F., and Eric M. Olson. “Marketing’s Contribution to the Implementation of
Business Strategy: An Empirical Analysis,” Strategic Management Journal (November 2001),
• Garrett, Scott A. “11 Steps to Successful Market Planning,” Pharmaceutical Executive (June
• Lilien, Gary L, Gerrit H van Bruggen and Berend Wierenga, “Bridging the Marketing Theory-
Practice Gap with Marketing Engineering, “ Journal of Business Research (February 2002),
• Wilkie, William L. and Elizabeth S. Moore, “Scholarly Research in Marketing: Exploring the ‘4
Eras’ of Thought Development,” Journal of Public Policy & Marketing (Fall 2003), 116-146.
• Carbone, Lewis P., “What Makes Customers Tick?” Marketing Management (July-August
• Govindarajan, Vijay and Chris Trimble, “Strategic Innovation and the Science of Learning,”
Sloan Management Review (Winter 2004), 67-75.
WEEK 5: GATHERING INFORMATION AND MEASURING MARKET DEMAND
Required Reading: K, Chapter 5
• Holland, Christopher P. and Pete, “The Metamorphosis of Marketing into an Information-
Handling Problem,” Journal of Business & Industrial Marketing (Number 3, 2004), 167-177.
• Ibeh, Kevin I. and Jürgen Kai-Uwe Brock, “Conducting Survey Research Among
Organizational Populations in Developing Countries,” International Journal of Market
Research (Quarter 3, 2004), 375-383.
• Roster, Catherine A., Robert D. Rogers, Gerald Albaum, and Darin Klein, “A Comparison of
Response Characteristics from Web and Telephone Surveys,” International Journal of Market
Research (Quarter 3, 2004), 359-373.
• Malholtra, Naresh K. and Mark Peterson. “Marketing Research in the New Millennium:
Emerging Issues and Trends,” Marketing Intelligence & Planning (Number 4 2001), 216-232.
• Craig, C Samuel and Susan P. Douglas. “Conducting International Market Research in the
21st Century,” International Marketing Review (Number 1, 2001), 80-90.
WEEK 6: EXAMINING FINAL AND ORGANIZATIONAL CONSUMER BUYING BEHAVIOR
Required Reading: K, Chapters 7, 8
• Peterson, Robert A. and Maria C. Merino. “Consumer Information Search Behavior and the
Internet,” Psychology and Marketing (February 2003), 99-121.
• Kim, Jai-Ok, Sandra Forsythe, Qingliang Gu, and Sook Jae Moon. “Cross-Cultural Consumer
Values, Needs, and Purchase Behavior,” Journal of Consumer Marketing (October 2002),
• Gounaris, Spiros and Vlasis Stathakopoulos, “Antecedents and Consequences of Brand
Loyalty: An Empirical Study,” Journal of Brand Management (April 2004), 283-306.
• Gürhan-Canli, Zeynep and Rajeev, “When Corporate Image Affects Product Evaluations: The
Moderating Role of Perceived Risk,” Journal of Marketing Research (May 2004), 197-205.
• Divett, Megan, Nadia Crittenden and Ron Henderson. “Actively Influencing Consumer
Loyalty,” Journal of Consumer Marketing (March 2003), 109-126.
• Harmon-Jones, Eddie and Cindy Harmon-Jones. “Testing the Action-Based Model of
Cognitive Dissonance: The Effect of Action Orientation on Postdecision Attitudes,” Personality
and Social Psychology Bulletin (June 2002), 711-723.
WEEK 7: APRAISING MARKET SEGMENTS AND SELECTING TARGET MARKETS
Required Reading: K, Chapter 10
• Bianco, Anthony, “The Vanishing Mass Market,” Business Week (July 12, 2004), 61-68.
• Berman, Barry. “Should Your Firm Adopt a Mass Customization Strategy?” Business
Horizons (July-August 2002). 51-60.
• Cui, Geng and Pravat Choudhury. “Marketplace Diversity and Cost-Effective Marketing
Strategies,” Journal of Consumer Marketing (February 2002), 54-73.
• Lin, Chin-Feng. “Segmenting Customer Brand Preference : Demographic or Psychographic?”
Journal of Product & Brand Management (April 2002), 249-268.
• Weinstein, Art. Customer-Specific Strategies: Customer Retention, A Usage Segmentation
and Customer Value Approach,” Journal of Targeting, Measurement and Analysis for
Marketing (March 2002), 259-268.
• Smith, Gerald E. “Segmenting B2B Markets with Economic Value Analysis,” Marketing
Management (March-April 2002), 35-39.
WEEKS 8-9: DEVELOPING A PRODUCT PLAN (GOODS AND SERVICES)
Required Reading: K, Chapters 11, 12, 14, 15
• Haigh, David and Jonathan Knowles, “How to Define Your Brand and Determine Its Value,”
Marketing Management (May-June 2004), 22-28.
• Hoeffler, Steve and Kevin Lane Keller, “The Marketing Advantages of Strong Brands,” Brand
Management (August 2003), 421-445.
• Knox, Simon, “Positioning and Branding Your Organization,” Journal of Product & Brand
Management (Number 2, 2004), 105-115.
• Fliess, Sabine and Michael Kleinaltenkamp, “Blueprinting the Service Company: Managing
Service Processes Efficiently,” Journal of Business Research (April 2004), 392-404.
• Vargo, Stephen L. and Robert L. Lusch, “The Four Service Marketing Myths: Remnants of a
Goods-Based, Manufacturing Model,” Journal of Service Research (May 2004), 324-335.
• Javalgi, Rajshekhar G. and D. Steven White. “Strategic Challenges for the Marketing of
Services Internationally,” International Marketing Review (November 2002), 563-581.
WEEKS 9-10: DEVELOPING A GLOBAL MARKETING PLAN: SPECIAL CONSIDERATIONS
Required Reading: K, Chapter 13
• Svensson, Goran. “Beyond Global Marketing and the Globalization of Marketing Activities,”
Management Decision (June 2002), 574-583.
• Agarwal, James and Terry Wu, “China’s Entry to WTO: Global Marketing Issues, Impact, and
Implications for China,” International Marketing Review (Number 3, 2004), 279-300.
• Ueltschy, Linda C., Michel Laroche, Robert D. Tamilia, and Yannopoulos, Peter, “Cross-
Cultural Invariance of Measures of Satisfaction and Service Quality,” Journal of Business
Research (August 2004), 901-912.
• Sashi, C.M. and Devi Prasad Karuppur. “Franchising in Global Markets: Towards a
Conceptual Framework,” International Marketing Review (October 2002), 499-524.
• Eroglu, Sevin. “Does Globalization Have Staying Power?” Marketing Management
(March/April 2002), 18-23.
• Christopher Bartlett and Sumantra Ghoshal. “Going Global: Lessons From Late Movers”,
Harvard Business Review (March-April 2000), 132-142.
WEEK 11: DEVELOPING A PRICING PLAN
Required Reading: K, Chapter 16
• Nagle, Thomas T. and George E. Cressman Jr., “Don’t Just Set Prices, Manage Them,”
Marketing Management (November-December 2002), 29-33.
• Krishnamurthi, Lakshman and Purushottam Papatla. :”Accounting for Heterogeneity and
Dynamics in the Loyalty-Price Sensitivity Relationship,” Journal of Retailing (Number 2, 2003),
• Jensen, Thomas, Jeremy Kees, Scot Burton, Fernanda Lucarelli Turnipseed. “Advertised
Reference Prices in an Internet Environment: Effects on Consumer Price Perceptions and
Channel Search Intentions,” Journal of Interactive Marketing (Spring 2003), 20-33.
• Hoffman, K. Douglas, L.W. Turley, and Scott W. Kelley. “Pricing Retail Services,” Journal of
Business Research (Number 12, 2002), 1015-1023.
• Rao, Akshay and Mark Bergen. “How to Fight A Price War”, Harvard Business Review
(March-April 2000), 107-116.
WEEK 12: DEVELOPING A CHANNEL PLAN
Required Reading: K, Chapter 17, 18
• “Supply Chain Challenges: Building Relationships,” Harvard Business Review (July 2003),
• Hoffman, Richard C. and John F. Preble, “Global Franchising: Current Status and Future
Challenges,” Journal of Services Marketing (April 2004), 101-113.
• Keen, Cherie, Martin Wetzels, Ko de Ruyter, and Richard Feinberg, “E-tailers Versus
Retailers: Which Factors Determine Consumer Preferences?” Journal of Business Research
(July 2004), 685-695.
• Wiertz, Caroline, Ko de Ruyter, Cherie Keen, and Sandra Streukens, “Cooperating for Service
Excellence in Multichannel Service Systems: An Empirical Assessment,” Journal of Business
Research (April 2004), 424-436.
• Harvey, Michael and Milorad M. Novicevic. “Selecting Marketing Managers to Effectively
Control Global Channels of Distribution,” International Marketing Review (October 2002),
• Webb, Kevin L. and John E. Hogan. “Hybrid Channel Conflict: Causes and Effects on Channel
Performance,” Journal of Business & Industrial Marketing (May 2002), 338-356.
• Stuart, F. Ian and David M. McCutcheon. “The Manager’s Guide to Supply Chain
Management,” Business Horizons (March-April 2000), p.35-44.
WEEK 13: DEVELOPING A COMMUNICATIONS PLAN
Required Reading: K, Chapters 19, 20, 21
• Weilbacher, William M. “Point of View: Does Advertising Cause a Hierarchy of Effects?”
Journal of Advertising Research (November-December 2001), 19-26.
• Radford, Gary P. and Stuart Z. Goldstein. “The Role of Research in Corporate
Communication,” Corporate Communications: An International Journal (October 2002),
• Peters, Michael. “Sell Consulting Productively,” Consulting to Management (June 2002),
• Herremens, Irene, John K. Ryan Jr., and Raj Aggarwal. “Linking Advertising and Brand
Value”, Business Horizons (May-June 2000), 19-26.
• Gilly, Mary C., John L. Graham, Mary Finley Wolfinbarger, and Laura J. Yale. “A Dyadic Study
of Interpersonal Information Search,” Journal of the Academy of Marketing Science (Winter
• Schultz, Don E. “The Inevitability of Integrated Communications,” Journal of Business
Research (November 1996), 139-146.
WEEK 14: EVALUATING AND CONTROLLING MARKETING EFFORTS
Required Reading: K, Chapter 22
• Dawar, Niraj and Mark Vandenbosch, “The Seller’s Hidden Advantage,” Sloan Management
Review (Winter 2004), pp. 83-88.
• Weun, Seungoog and Sharon E. Beatty, and Michael A. Jones, “The Impact of Service Failure
Severity on Service Recovery Evaluations and Post-Recovery Relationships,” Journal of
Services Marketing (Number 2, 2004), pp. 133-146.
• Sharma, Subhash, Ronald W. Niedrich, and Gregg Dobbins, “A Framework for Monitoring
Customer Satisfaction,” Industrial Marketing Management (May 1999), 231-243.
• Williamson, Peter J. “Strategy as Options on the Future,” Sloan Management Review (Spring
• Charles Noble, “Building the Strategy Implementation Network”, Business Horizons
(November-December 1999), p.19-28.
SELECTED SOURCES OF MARKETING INFORMATION
BUSINESS HORIZONS JOURNAL OF CONSUMER MARKETING
CALIFORNIA MANAGEMENT REVIEW JOURNAL OF CONSUMER RESEARCH
COLUMBIA JOURNAL OF WORLD BUSINESS JOURNAL OF INTERNATIONAL BUSINESS
EUROPEAN JOURNAL OF MARKETING STUDIES
HARVARD BUSINESS REVIEW JOURNAL OF MARKETING
INDUSTRIAL MARKETING MANAGEMENT JOURNAL OF MARKETING RESEARCH
INTERNATIONAL MARKETING REVIEW JOURNAL OF PERSONAL SELLING & SALES
JOURNAL OF THE ACADEMY OF MARKETING SCIENCE MANAGEMENT
JOURNAL OF ADVERTISING JOURNAL OF PRODUCT INNOVATION
JOURNAL OF ADVERTISING RESEARCH MANAGEMENT
JOURNAL OF BUSINESS & INDUSTRIAL MARKETING JOURNAL OF PUBLIC POLICY & MARKETING
JOURNAL OF BUSINESS RESEARCH JOURNAL OF RETAILING
JOURNAL OF BUSINESS STRATEGY JOURNAL OF SERVICES MARKETING
JOURNAL OF CONSUMER AFFAIRS MANAGEMENT REVIEW
JOURNAL OF CONSUMER MARKETING PUBLIC RELATIONS JOURNAL
SLOAN MANAGEMENT REVIEW
ACROSS THE BOARD FUTURIST
ADVERTISING AGE INC.
AMERICAN DEMOGRAPHICS MARKETING NEWS
BUSINESS MARKETING PROGRESSIVE GROCER
BUSINESS WEEK SALES & MARKETING MANAGEMENT
CHAIN STORE AGE STANDARD RATE & DATA SERVICE
DIRECT MARKETING STORES
FORBES WALL STREET JOURNAL
WORLD WIDE WEB
ADVERTISING WORLD: http://advertising.utexas.edu/world
AMERICAN CUSTOMER SATISFACTION INDEX: www.theacsi.org
AMERICAN MARKETING ASSOCIATION: www.marketingpower.com
CIA WORLD FACT BOOK: www.cia.gov/cia/publications/factbook
CNN MONEY: www.money.cnn.com
CONSUMER LAW PAGE: www.consumerlawpage.com
THE ECONOMIST: www.economist.com
FEDERAL TRADE COMMISSION: www.ftc.gov
HOOVER’S ONLINE: www.hoovers.com
MARKETING JOURNALS: www.tilburguniversity.nl/faculties/few/marketing/links/journal1.html
MARKETING MAGAZINES: www.tilburguniversity.nl/faculties/few/marketing/links/magazine.html
OCCUPATIONAL OUTLOOK HANDBOOK: www.bls.gov/oco
SMART BUSINESS SUPERSITE: www.smartbiz.com
U.S. BUREAU OF THE CENSUS: www.census.gov
U.S. DEPARTMENT OF COMMERCE: www.doc.gov
U.S. SMALL BUSINESS ADMINISTRATION: www.sbaonline.sba.gov
VALUES & LIFESTYLES (VALS) PROGRAM: www.sric-bi.com/VALS