BUSINESS ANALYSIS FOR MARKET-BASED MANAGEMENT (MBA 623)
PROFESSOR: Dr. Douglas W. Vorhies, Ph.D.
OFFICE ADDRESS: North Holman 327
PHONE: (662) 915-1351 – Office
E-MAIL: email@example.com (preferred)
CLASS HOURS: 6:00 pm Monday (Conner 110).
OFFICE HOURS: 3:00-4:00 pm Monday and Wednesday. Other times by appointment.
TEXT: Best, Roger (2008), Market-Based Management 5th Ed, Upper Saddle River, NJ:
CASES: Available through Harvard Business School Publishing (HBSP)
READINGS: Available through Harvard Business School Publishing (HBSP)
Market Based Management investigates the development of the market-driven strategies and processes
needed to achieve a sustainable competitive advantage in an increasingly competitive business
environment. Students will develop an understanding of product-market selection, investment decisions
and implications, functional strategies needed to compete in selected product-markets, and strategic
assets, skills, knowledge, and capabilities needed to provide a sustainable competitive advantage.
1. Students will develop an in-depth understanding of the vital role strategic market management plays in
developing a sustainable competitive advantage for today’s businesses. The focus for students in the
class will be on developing and understanding of the conceptual domain of strategic market
management which includes relevant aspects of business strategy and functional marketing strategy.
2. Students will develop an in-depth understanding of strategic marketing’s guiding theories through their
preparation of the course texts, assigned readings, cases and through preparation for the final exam.
3. Students will develop and enhance analytical skills and business communication skills through analysis,
written preparation and discussion of text, cases and assigned readings.
SCHOOL OF BUSINESS ADMINISTRATION STATEMENT OF ACADEMIC INTEGRITY:
The School of Business Administration upholds honor and academic integrity in all of its teaching, research,
and service activities. All business faculty, staff, and students are charged with the responsibility to behave
with personal and professional integrity and to refrain from dishonorable conduct.
ASSIGNMENTS AND ACTIVITIES:
1. TEXT AND READINGS: The Roger Best text and all assigned readings from various sources are an
important part of your preparation for the cases and the exams. Each student should read the material
assigned with an eye toward understanding the theory and how these theories relate to the case
2. MID TERM EXAM: Exam covering text material exclusively.
3. FINAL EXAM: The comprehensive final exam will cover theory developed in the course and will include
the assigned articles and cases.
4. CASES: A major focus for this class are the case assignments (see the handout on Case Reports).
These are team assignments. You will choose your team and you should have 5 students per team.
Each team is responsible for completing three team case reports using the assigned format for the
dates they are assigned in the class schedule. Each team case report is limited to 15 pages (double
spaced with a 12 point Roman font and 1 inch-page margins) including exhibits such as pro-forma
financial statements, organizational charts, etc.
Cases are available from Harvard Business School Publishing at this link:
To get the Harvard Online Course materials you need to register as a new user (unless you already
have registered). The Harvard Online Course may ask you for a "Reference ID" That number is
“c24832”. Then just click "Add to my Courses" and you'll be able to purchase the class materials with
your credit card.
5. MARKETING PLAN REPORT AND PRESENTATION: Students will perform an industry, competitor
and market analysis and prepare a marketing plan project for an opportunity of the student’s choosing.
To perform this project, students will work in small groups and will be required to perform a complete
industry, competitor and market analysis for an opportunity approved by the instructor. Following the
industry, competitor and market analysis, students will develop a marketing plan for the opportunity.
Development of the industry, competitor market analysis and market plan report is worth 100 points. In
addition, a presentation of your findings will be made in the final two weeks of the semester. The
presentation is worth 50 points.
GRADING: Grades will be determined by your performance in the following areas:
Class Activities and Assignments: Points
Marketing Plan Project and Presentation 150
Team Case Reports (3 at 50 pts each) 150
Mid Term 150
Final Exam 150
Class Participation and Peer Evaluation 100
Total Points (these may change) 700
Final letter grades will be given according to the following point schedule:
A = 92 % C+ = 79 %
A- = 90 % C = 70 %
B+ = 89 % D = 60 %
B = 82 % F = Below 59 %
B- = 80 %
Grades will be determined based on the criteria listed above. To be fair to other students, individual
concerns cannot be taken into consideration in determining grades. Your performance on the above class
elements is the sole determining factor of your grade in the class. The best route to success in this class is
to attend every class, participate in the discussions and complete all assigned work.
TENTATIVE COURSE OUTLINE
Date Topic Text Cases and Readings
8-25 Introduction to Course Marketing plan assignment
Traditional Views of Strategy Select Teams (8) 5 Students each.
and Competitive Advantage.
9-1 Labor Day See assignments for 9-8
9-8 Customer Focus and Managing Chp 1 Case Discussion: Matching Dell (HBSP)
Leaders: All teams.
Marketing Performance and Chp 2
Article: “Marketing Strategy:
How it Fits with Business
This article is available as a
download from Harvard
Business School Publishing
9-15 Market Potential, Market Chp 3 Case Discussion: Nortel – Customer Value
Demand, and Market Share Measurement (HBSP)
The Customer Experience and Chp 4 Leaders: Teams 1 & 2
9-22 Market Segmentation and Chp 5 Case Discussion: Hewlett Packard’s Home
Segmentation Strategies Products Division in Europe (HBSP)
Competitor Analysis and Chp 6 Leaders: Teams 3 & 4
Sources of Advantage
9-29 Product Positioning, Branding Chp 7 Case Discussion: Kingsford Charcoal
and Product Line Strategies (HBSP)
Value Based Pricing and Pricing Chp 8 Leaders: Teams 5 & 6
Article: Customer Centered
Brand Management (HBSP)
Article: Brand Report Card
10-6 Marketing Channels and Chp 9 Case Discussion: TIVO 2007 DVRs and
Channel Mapping Beyond (HBSP)
Marketing Communications and Leaders: Teams 7 & 8
10-13 Portfolio Analysis and Strategic Chp 11 Case Discussion: Product Portfolio
Market Planning Planning at Estonia’s Saku Brewery
Offensive Strategies Chp 12
Defensive Strategies Chp 13 Leaders: Teams 1 & 2
Building a Marketing Plan Chp 14
10-20 Mid Term
10-27 Performance Metrics and Chp 15 Case Discussion: (HBSP)
Leaders: Teams 3 & 4
Market-Based Management and Chp 16
11-3 Developing Strategic Marketing Case Discussion: Rolm and Hass (A): New
Plans Product Marketing Strategy (HBSP)
Leaders: Teams 5 & 6
11-10 Strategic Marketing Plan Case Discussion: Matrix Semiconductor Inc
Implementation (A): Tackling Challenges of Strategic
Article: Making your Marketing
Strategy Work (HBSP) Leaders: Teams 7 & 8
11-17 Presentation of Marketing Plan * Group 1:
12-1 Presentations of Marketing Plan Group 5:
12-8 Finals Week - Final Exam is on Wed 12-10 at 7:30.
* Papers are due when you present.