Syllabus for my Managing Marketing Processes course in the MGM program at the Stockholm School of Economics, http://www.hhs.se/EDUCATION/MSC/MSCGM/Pages/default.aspx

1. September 2, 2013
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Managing Marketing Processes
Fall 2013
Please check the Courseweb daily for updates.
Dr. Robin Teigland
Department of Marketing & Strategy
robin.teigland@hhs.se (Please contact me by email only)
www.knowledgenetworking.org
www.slideshare.net/eteigland
twitter: @robinteigland
Teaching Assistant
Ms. Paola Peretti
Department of Marketing & Strategy
paola.peretti@yahoo.com
The primary objective of this course is to introduce you to the essentials of marketing
management: the art and science of developing and/or choosing target markets and getting,
keeping, and growing customers through creating, communicating, and delivering superior
customer value. The course will provide you with an overview of marketing processes and
will enable you to develop your own understanding of and skills related to marketing
management through applying marketing frameworks, concepts, and methods for making
marketing choices at the business unit level in today's dynamic environment.
Course material will be integrated through two primary themes.
1. Successful marketing strategies deliver superior customer value.
2. Successful implementation of these strategies requires a high level of market
orientation – a market-driven organization has superior skills in understanding,
attracting, and keeping customers.
INTENDED LEARNING OUTCOMES
After completing the course, the student should be able to do the following:
1. Demonstrate an understanding of how marketing theory and practice can benefit an
organization by creating and delivering value to its customers and stakeholders.
2. Demonstrate the ability to gather, critically evaluate, and analyze relevant information
using marketing frameworks to make decisive recommendations for action in a given
marketing situation.
3. Accurately identify marketing challenges, create strategic solutions, and recommend
effective tactical plans that demonstrate your knowledge of integrated marketing
concepts and your appreciation for the inherently strategic nature of contemporary
marketing and for the role marketing plays in business strategy and performance.
4. Show awareness and sensitivity for the global and fast-paced nature of marketing and
markets.
5. Demonstrate oral and written communication skills by using persuasive and evidence-
based arguments in support of well-grounded management actions.
6. Demonstrate team management by producing professional reports and presentations
developed through team collaboration.

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COURSE MATERIALS
• A Framework for Marketing Management, Global edition of Fifth edition, Philip
Kotler & Kevin Lane Keller (Pearson), ISBN: 978-0273752516.s
(http://www.adlibris.com/se/product.aspx?isbn=02737525109).
• Three cases: 1) Aqualisa Quartz: Simply a Better Shower Case, HBSP
(http://hbr.org/product/aqualisa-quartz-simply-a-better-shower/an/502030-PDF-
ENGINEER), 2) Cherries with Charm, Richard Ivey School of Business
(http://hbr.org/product/a/an/909A19-PDF-ENG?cm_sp=doi-_-case-_-909A19-PDF-
ENG&referral=00103), 3) American Airlines' Value Pricing - A, HBSP
(http://hbr.org/product/american-airlines-value-pricing-a/an/594001-PDF-
ENGINEER).
• Various articles and sources on marketing and other relevant topics listed in
Preparation and Optional Materials under each course session. The majority of the
articles you can find on the SSE journal databases.
(http://www.hhs.se/Library/Pages/Journals.aspx), and those that cannot be found there
have URLs indicated or will be posted on the course homepage on the Courseweb.
Please let me know by email if you cannot find or access an article.
• You will need to use the SSE Library and its Databases:
http://www.hhs.se/Library/Pages/Databases.aspx for a number of assignments. We
have organized an introduction to the library and its databases in the beginning of the
course.
• Qualtrics software. All students at SSE can without charge (SSE pays) use the
Internet based questionnaire tool Qualtrics. More information is at the end of this
document.
• Slideshare.net for relevant presentations on both marketing management topics as
well as information for your assignments (http://www.slideshare.net).
• Additionally, you should regularly read marketing and strategy-related articles in
publications such as the Financial Times, Wall Street Journal, Forbes, and Wired
and on websites and blogs such as Mashable, Six Pixels of Separation, @Brian
Solis, TechCrunch. I also encourage you to use Twitter applications, such as
Tweetdeck, and groups/online forums such as those on Facebook and LinkedIn, to
follow marketing-related topics.
• My course overheads and other related materials will be available for download on
the courseweb just prior to each class.
LEARNING ACTIVITIES AND PEDAGOGY
Class Format
I will conduct each class more like a seminar in which my role will be as a moderator,
questioner, and facilitator. The course involves a variety of activities such as lectures and
discussions using pre-assigned readings, case analyses and discussions, in-class exercises,
group projects and presentations, and external speakers. Throughout the course we will
integrate practice with theory by working with real company examples from different
industries.
Please bring your computer to each class. (If you do not have a computer to bring to class,
then please sit next to someone in class who does.) In addition, you will be required to use

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library resources, the internet, and potentially other electronic media to conduct the
necessary work for the course.
I expect that you will come well prepared to each session. You are to complete the readings
and assignments thoroughly before each class, and in some cases you will present the
assigned material in class. Being prepared includes being able to discuss the assigned
literature and relating it to your own experience as well as knowing the facts and issues of the
cases when appropriate. In addition, I expect those students who are not presenting to be
prepared with questions and comments and to contribute to the discussion.
Moreover, I am interested in the quality of your participation. Quality is the extent to which
you offer key insights on course topics and readings, relate your comments to the topics at
hand, and relate current topics to previous topics or material from other classes. Comments
that add value to our conversations possess one or more of the following attributes:
1. Offer a different, unique, and relevant perspective on the issue at hand.
2. Contribute to moving the discussion and analysis forward.
3. Build on others’ comments. Too often students and managers fail to listen to the
comments of others. Good comments might begin with “In agreement with what
Jane has just said…” or “I’d like to disagree with Ted’s point….” or “I think we’re
all missing a key point here…”
4. Transcend the “I feel” syndrome. In other words, a quality comment includes some
evidence or analysis of inherent tradeoffs and demonstrates reflective thinking.
An Open and Sharing Environment at SSE and Beyond
I would like to encourage everyone in the class to share related course information with
people in your own group, in other groups, and people outside this course. Please use the
course hashtag – #SSEMGM2013 to share interesting sites and information you find related
to the course on twitter (tweetdeck is a good twitter app). I have created an account for us on
slideshare.net, and information on how to access this account is below.
Assignments and Examination
Assignments will be conducted either individually or in your pre-assigned MGM groups
(unless otherwise specified). I encourage you to be creative in your use of media and
presentation tools in your coursework. Feel free to include YouTube or other video clips,
storytelling, audience interaction, etc. This is a great chance to experiment. You are also
more than welcome to use material from the internet for your assignments and casework.
Please remember, however, that you must properly cite any sources that you use. See
www.plagiarism.org for some guidelines. You must also integrate the material into a
professional presentation and be prepared to present as well as show that you have a thorough
understanding of the material.
To receive a grade, you need to complete and submit all assignments and presentations to the
respective locations by the respective times. Failure to do so will result in points taken from
the final exam. All submission limits, e.g., page limit, must be followed. Exceeding the limit
will result in a 5 % reduction in the assessment of the submission. Submissions turned in late
within 24 hours of the deadline will receive half credit. Submissions more than 24 hours late
will not be accepted. Exceptions to this policy may be granted for emergencies.

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Criteria for Submissions
Written and Oral Presentations
• Professional presentation with title page, executive summary, introduction, layout,
figures, tables - when applicable
• Easy to follow, well written, and logical storyline
• Stand-alone, self-explanatory document, i.e., if anyone picks it up, he or she can
understand what it is about without having it explained or presented. For
presentations, more information can be provided in the speaker notes of each ppt slide
but no more than can fit on the page when printed out (12 pt times new roman
minimum size in notes)
• Strict adherence to the assignment format guidelines
o Include title page with SSE logo, name of course, name of team
o Include sources and bibliography when appropriate
o Use minimum 18 point Times New Roman (or the equivalent of another font)
on the ppt slides and minimum 12 point Times New Roman (or equivalent) in
the slide notes
o Use 12 point Times New Roman for all Word documents, standard 2.54
margins on all sides
o Submit only one document for each assignment and label it according to the
directions
o All presentations must be in MS PPT and all reports/documents must be in
MS Word, and they should be submitted in their original program format,
i.e., ppt or doc - No PDFs.
• Any props/other media appropriate and integrated in presentations
• Well-delivered presentation and strict adherence to time requirements
• All sources documented in proper manner - see www.plagiarism.org for more
information on how to cite and document sources
Analysis and Understanding of Theoretical Concepts and Frameworks
• Understanding of relevant concepts from readings and class discussions, providing
definitions when applicable
• Ability to incorporate various concepts in an integrated, comprehensive approach
• Analysis clearly related to the assignment
• Ability to critically conduct consistent and logical analysis - supporting assumptions
with sound argumentation/rationalization
• Specific facts from the case, external sources, readings, and/or from personal
experience analyzed and used to support your assertions and statements
Conclusions and Recommendations
• Conclusions and recommendations that are sound and feasible and that flow from the
analysis
• Assumptions used to reach conclusions and recommendations presented
• Limitations that could impact conclusions and recommendations incorporated in
presentation
• Ability to answer relevant questions during oral presentations (again using all the data
you have presented from the case study and other sources)
• Originality in your analysis, bringing fresh perspectives

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Class Participation1
Class participation is mandatory, i.e., you are at each class for the entire class. If need be, you
may miss one class of your choice, but you must notify me of this in advance by email or by
speaking with me in a previous class. If you miss a second class (or part of one), you will be
given a makeup assignment. If you miss three classes (or the equivalent in parts of classes),
then you will not be able to pass the course.
A goal for this classroom is to have a positive, courteous, and respectful environment that is
conducive to learning. Attendance, participation, assignments, and professionalism count
toward this grade. Irreverent and off-topic comments can also affect the participation grade.
Class participation grades will be assessed using the Participation Continuum below. At the
end of the course, I will hand out a form that you will use to evaluate and explain your own
individual class participation performance. I will then use your own evaluation in my
assessment of your participation.
Participation Continuum
Scale Description
Top
- A consistent leader in the work of class is always prepared. Has an understanding of
the relevant material. Offers a unique and relevant perspective on the issue at hand.
Demonstrates reflective thinking through analysis. An initiator of activity in the class.
Contributes to moving the discussion forward through responding to and building on
others’ comments. Listening is also given a priority.
- Reasonably frequent participator in class as described above. Responds to other
students as well as the instructor.
- Occasionally takes the lead in introducing a new subject. Provides illustrations from
his or her own experience about the subjects under discussion.
- Occasional contributions to the class. Occasional responses to the remarks of other
students.
- Answers questions from the instructor. Occasionally provides illustrations from own
experience in response to instructor’s remarks. Rarely responds to other students.
- Answers questions from the instructor. Otherwise does not take part in class
discussion.
- Takes no part in classroom discussion or activities.
Bottom
1
Adapted from D. McAlister.

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* P/F = Pass/Fail
** The presentation and plan are to be graded together for a total of 40%.
SUBMISSIONS SCHEDULE
Due
date Assignment How to label the assignment
Submission
location Weight*
Team or
Individual
Assignment
Sep 4
8:00
Marketing
Management Session1_ Lastname.ppt Courseweb P/F Individual
Sep 4
17:00
Questions for
Lecturer Fredrik Not Applicable Google Doc P/F Individual
Sept 5
12:00
Marketing
Plan Choice Not Applicable
Email to Robin
(First come basis) P/F Team
Sept 5
12:00
Initial
Presentation Session2_Team# Courseweb P/F Team
Sep 5
17:00
Questions for
Lecturer Peter Not Applicable Google Doc P/F Individual
Sep 6
8:00
Marketing
Research Session3_Team#.ppt Courseweb P/F Team
Sep 12
17:00
Marketing Planning
Process Initial_Team#ppt Courseweb P/F Team
Sep 13
17:00
Feedback on Initial
Presentation Feedback1_Team#.doc
Courseweb and
email to team P/F Team
Sep 16
17:00
Questions for
Lecturer Walter Not Applicable Google Doc P/F Individual
Sep 18
17:00
Questions for
Lecturer Karin Not Applicable Google Doc P/F Individual
Sep 19
12:00
Value Creation and
Price Setting Session7_Team#.ppt Courseweb P/F Team
Sep 22
17:00
Questions for
Lecturer Janelle Not Applicable Google Doc P/F Individual
Sep 23
8:00
Branding &
Communications Session9_Team#.ppt Courseweb P/F Team
Sep 26
8:00
Final Market Plan
Presentation Plan_Team#.ppt
Courseweb and
Slideshare 40%** Team
Sep 27
17:00
Feedback on Final
Presentation Feedback2_Team#.doc
Courseweb and
email to team
members P/F Team
Sep 30
9:00
Final
Exam Not Applicable Not Applicable 45% Individual
Oct 4
8:00
Final
Market Plan Plan_Team#.doc Courseweb 40%** Team
Oct 7
8:00
Self-evaluation of
Participation Evaluation_lastname.doc Courseweb P/F Individual
Nov Module Integration TBA TBA 5% Team
Ongoing Class Participation Not Applicable Not Applicable 10% Individual

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SUBMISSIONS
Email
robin.teigland@hhs.se
Google Doc
Username: ssemgm2013@gmail.com
Password: ssemgm201309
https://docs.google.com/document/d/1xpWRYKnWNfhWi4CKTZWfrhvaAoi49wT4xWGYz
e4B2Rc/edit
Slideshare
Username: ssemgm2013@gmail.com
Password: ssemgm2013
http://www.slideshare.net/SSEMGM2013/newsfeed?new_signup=true

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SCHEDULE
Please check the Courseweb daily for updates.
September 4, 9:15 to 12:00
Session 1 Topic: Introduction – Understanding Marketing Management
Preparation Material
• Chapter 1 in A Framework for Marketing Management.
• This Course Description.
• The Marketing Plan Group Assignment on the Courseweb.
• Best, R. J. (2012) Introduction to Marketing and Market-based Management, Market-
based Management (6th
Edition) Pearson Publishing. (Courseweb).
• Comstock, B., Gulati, R., & Liguori, S. (2010) Unleashing the Power of Marketing,
HBR, October, 1800.
• Note on Marketing Strategy (2000) Harvard Business School Press, Boston
Massachusetts (http://bit.ly/PIw1Z6).
Individual Assignment
• Familiarize yourself with the course by reading the Course Description - this
document, as well as the Marketing Plan Group Assignment.
• Prepare a ppt presentation answering the below questions with the help of the above
readings. Label the document “Session1_Lastname.ppt” and upload your presentation
to the Courseweb by September 4, 8:00 am.
1. What is Marketing Management? Based on the course readings, your previous
experience, and potentially other sources, develop your own definition of
marketing management. What are the relationships between marketing
management and the concepts of vision, mission, business strategy, and business
model? (1-2 slides and cite your sources)
2. What is the Role of the Marketing Manager? Again based on the course
readings, your previous experience, and potentially other sources, develop your
own understanding of the role of the marketing manager. What core skills does
the Marketing Manager need and how do these differ from those of the CEO and
other managers in an organization? (1-2 slides and cite your sources)
3. Roleplay: You have just been recruited as the new marketing manager for the
Stockholm School of Economics. You would like to request a 15% increase in the
marketing budget and the President has asked you to justify this request. Prepare 3
slides explaining the role of marketing within your organization and discuss how
and why a 15% increase in the marketing budget would benefit the organization.
September 5, 13:15 to 16:00
Session 2 Topic: Aligning Strategy and Marketing Planning Process
Preparation Material
• Chapters 2, 3 in A Framework for Marketing Management.
• The Marketing Plan Group Assignment on the Courseweb.

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• Collis, D.J. & Rukstad, M.G. (2008) Can You Say What Your Strategy Is?, Harvard
Business Review (HBR), April.
• Magretta, J. (2002) Why Business Models Matter, HBR, May.
• McDonald, M. (2006) Strategic Marketing Planning: Theory and Practice, The
Marketing Review, 6, 375-418.
• Read about the SWOT and PESTEL analysis (also known as STEEP, PESTLE,
PEST, STEP) tools on the internet.
Guest Lecture
• Fredrik Jansson, Brand Director - Europe, Tata Consulting Services,
http://www.tcs.com/Pages/default.aspx.
Individual Assignment
• Prepare two questions for the guest lecturer and post by September 4, 17:00 on the
Google doc. To access this document, you must log in to Google with the following
information: username: ssemgm2013@gmail.com, password: ssemgm201309.
Group Assignment
• Send me by email (robin.teigland@hhs.se) by September 5, 12:00 your first and
second choices of the industry, company, offering for your Marketing Plan Group
Assignment. See the Marketing Plan Group Assignment for more information. I will
assign teams on a “first come, first served basis”.
• Prepare Assignment on Courseweb, label it “Session2_Team#.ppt” and upload to
Courseweb by September 5, 12:00 am.
September 6, 9:15 to 12:00
Session 3 Topic: Marketing Research Processes: Analyzing the Market and
the Competition and Learning about the SSE Library Services
Preparation Material
• Chapters 5, 6 in A Framework for Marketing Management.
• Barnett, F. W. (1988) Four Steps to Forecast Total Market Demand, HBR, 4, 28-37.
• Matzler, K. Bailom, F., Anschober, M., & Richardson, S. (2009) Hypercompetition,
Customer-value Competition, and the New Role of Market Research, Innovative
Marketing, 5, 2, 6-11 (http://bit.ly/NrmI16).
• Porter, M.E. (2008) The Five Competitive Forces that Shape Competitive Strategy,
HBR, January.
• Spenner, P. & Bird, M. (2012) Marketers Flunk the Big Data Test,
http://blogs.hbr.org/cs/2012/08/marketers_flunk_the_big_data_test.html?awid=76296
25543278651899-3271.
Guest Lecture
• Peter Gavelin, Senior Librarian, SSE
Individual Assignment
• Familiarize yourself with the SSE Library:
http://www.hhs.se/library/Pages/default.aspx.

10. September 2, 2013
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• Log into the School’s Databases site:
http://www.hhs.se/Library/Pages/Databases.aspx.
• Bring your computer and library login information to class.
• Prepare two questions for the guest lecturer and post by September 5, 17:00 on the
Google doc (see above for information).
Group Assignment
• Prepare Assignment on Courseweb, label it “Session3_Team#.ppt” and upload to
Courseweb by September 6, 8:00 am.
September 10, 13:15 to 16:00
Session 4 Topic: Identifying Market Segments and Targets: Exploring
Segmentation, Targeting, and Positioning
Preparation Material
• Chapters 7, 9 in A Framework for Marketing Management.
• Market Customization: Segmentation, Targeting and Positioning, Excerpted from the
Marketer’s Toolkit: The 10 Strategies You Need to Succeed, Harvard Business School
Press (http://bit.ly/OEslFW).
• Goffin, K., Varnes, C.J., van der Hoven, C., & Koners, U. (2012) Beyond the Voice
of the Customer: Ethnographic Market Research, Research-Technology Management,
55, 4, 45-54.
• Yankelovich, D. & Meer, D. (2006) Rediscovering Market Segmentation, HBR,
February.
Case: Aqualisa Quartz: Simply a Better Shower Case, HBSP
Group Assignment
• Prepare The Aqualisa Quartz Case by preparing answers to the following
questions to discuss and present in class:
1. What is the Quartz value proposition to plumbers? To consumers?
2. Why is the Quartz shower not selling?
3. Aqualisa spent three years and €5.8 million developing the Quartz. Was the
product worth the investment? Is Quartz a niche product or a mainstream
product?
4. What should Harry Rawlinson do to generate sales momentum for the Quartz
product? Should he change his marketing strategy to target consumers
directly, target the DIY market, or target developers? Should he lower the
price of the Quartz? Or should he do something different altogether?
September 13, 9:15 to 12:00
Session 5 Topic: The Marketing Planning Process
Preparation Material
• Calkins, T. (2006) Technical Note on Writing Great Marketing Plans, Kellogg School
of Management. (http://bit.ly/QIJP1H).

11. September 2, 2013
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• Creating a Marketing Plan: An Overview, Harvard Business School Press (on
Courseweb).
• Dibb, S. (2002) Marketing Planning Best Practice, The Marketing Review, 2, 441-459.
• Williams, D. (2001) Clear Communications: Writing a Marketing Report, The
Marketing Review, 1, 363-372.
Group Assignment
• Prepare Assignment on Courseweb:
• Upload Initial_Team#.ppt to Courseweb and Slideshare account by September
12, 17:00.
• Upload Feedback1_Team#.doc to Courseweb and email to respective team by
September 13, 17:00.
September 17, 13:15 to 16:00
Session 6 Topic: Value Creation and Delivery - Creating a marketing strategy
to deliver value through the integrated production and distribution of goods
and services
Preparation Material
• Chapters 10, 11 in A Framework for Marketing Management.
• Ferdows, K., Lewis, M.A., & Machuca, J.A.D (2004) Rapid-fire Fulfillment, HBR,
November.
• Day, G. (1994) The Capabilities of Market-driven Organizations, Journal of
Marketing, 58, 37-52.
• Read about 1) USPs – Unique Selling Points/Propositions, 2) PLC – Product Life Cycle,
and 3) Value Chain on the internet.
Case: Cherries with Charm, Richard Ivey School of Business
Guest Lecture
• Walter Karens, Managing Director (Sweden and Denmark), Christeyns AB,
http://www.christeyns.com/
Individual Assignment
• Prepare two questions for guest lecturer related to Value Creation and Delivery and
post by September 16, 17:00 on the Google doc.
Group Assignment
• Prepare Cherries with Charm by preparing answers to the following questions to
discuss and present in class:
1. Should Taner engage in consumer research for Alara Agri’s prepackaged
cherries or should he attempt to persuade German and Belgian retailers to
conduct some test marketing in their stores?
2. If you think consumer research is appropriate, what are the specifics of your
research plan?
3. If you think test marketing by retail customers is appropriate, what are the
specifics of your research plan?
4. Do you have any other recommendations for Mr. Taner?

12. September 2, 2013
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September 19, 13:15 to 16:00
Session 7 Topic: Value Creation and Price Setting
Preparation Material
• Chapters 12, 13, 14 in A Framework for Marketing Management.
• Dolan, R.J. (1995) How do You Know When Your Price is Right?, HBR, September-
October, 174-183.
• Pricing it Right: Strategies, Applications, and Pitfalls, Marketer’s Toolkit: The 10
Strategies You Need to Succeed, Harvard Business School Press (on Courseweb).
• Shapiro, B.P., Rangan, V.K., Moriarty, R.T., & Ross, E.B. (1987) Manage Customers for
Profits (not just sales), HBR, 101-108.
• Steenburgh, T. & Avery, J. (2011) Marketing Analysis Toolkit: Customer Lifetime
Value Analysis, Harvard Business School Press (http://scr.bi/SHwpHU).
Case: American Airlines' Value Pricing - A, HBSP.
Guest Lecture
• Karin Krook, Sales and Marketing Director, Elite Hotels,
http://www.elite.se/eng/index.
Individual Assignment
• Prepare two questions for guest lecturer Karin Krook related to Pricing and post by
September 18, 17:00 on the Google doc.
Group Assignment
• Prepare Assignment on Courseweb, label “Session7_Team#.ppt” and upload to
Courseweb by September 19, 12:00.
• Prepare the American Airlines' Value Pricing – A Case by preparing answers to the
following questions to discuss and present in class:
1. What is "Value Pricing" and why did AA introduce it?
2. What results did AA expect from this plan? What are the implicit
assumptions in these estimates?
3. What is the likely reaction of each of the competitors? In the face of the
likely competitive reaction, what should AA do?
September 23, 9:15 to 12:00
Session 8 Topic: Branding, Communications and Digital Marketing
Preparation Material
• Chapters 4, 15, 16, 17 in A Framework for Marketing Management.
• Kaplan, A.M. & Haenlein, M. (2010) Users of the World, Unite! The Challenges and
Opportunities of Social Media, Business Horizons, 53, 59-68.
• Parsons A., Zeisser M. & Waitman R. (1998), Organizing today for the digital
marketing of tomorrow, Journal of Interactive Marketing, Vol. 12/1, 31–46.

13. September 2, 2013
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• Keller, K. L., and Lehmann, D. R. "How Do Brands Create Value?" Marketing
Management 12 (2003): 26-31.
• Mangold, W.G. & Faulds, D. J. (2009) Social Media: The New Hybrid Element of the
Promotion Mix, Business Horizons, 52, 357-365.
• Engagement Marketing: http://www.youtube.com/watch?v=qngURElbkP4
• The Science of Search, http://www.bruceclay.com/eu/.
• Skittles on Facebook: http://www.forbes.com/sites/jimnichols/2011/10/13/wrigleys-bob-
rupczynski-on-skittles-facebook-success/.
Guest Lecture
• Janelle Hallberg, Account Director, Grow, http://www.grow.eu.
Individual Assignment
• Prepare two questions for guest lecturer related to branding and communications and
post by September 22, 17:00 on the Google doc.
Group Assignment
• Prepare a digital marketing analysis by following these instructions. First choose one
of the companies to research: 1) Yoox (www.yoox.com) - Global Internet retailing
partner for leading fashion & design brands; 2) Native Energy
(www.nativeenergy.com) - Website offering purchase of carbon offsets; 3) Jello
(www.jello.com) - The famous gelatin dessert. Then answer the following questions
to discuss and present in class:
• Business Model Overview: what is their market positioning, who are their
primary competitors online?
• Review the Site Highlighting Web 2.0: is the brand “social”? Is the website
SEO friendly? Is it possible for customers to engage with the brand online?
What kind of tools do they use in order to increase user-interactions and
generate value?
• Describe if you feel the digital marketing presence is appropriate, and how is
coherent with the overall business model.
September 26, 9:15 to 13:00
Session 9 Project Presentations: Integrating Theory with Practice
Group Assignment
• Label your Presentation “Plan_Team#.ppt” and upload your presentation to the
Courseweb and our SSEMGM2013 slideshare account by September 26, 8:00 am.
• Prepare Feedback on your assigned team (3 page max Word doc), label
“Feedback2_Team#.doc” and upload to Courseweb and send by email to your
respective team by September 27, 17:00.
September 30, 9:00 to 13:00
• Individual Exam

14. September 2, 2013
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October 4, 17:00
• Marketing Plan Submission, Label “Plan_Team#.doc” and upload assignment to the
Courseweb by 17:00.
October 7, 17:00
• Self-evaluation of Class Participation, Label “Evaluation_Lastname.doc” and
upload assignment to the Courseweb by 17:00.
November 11 to November 15
• Module Integration (TBD)
Please note that I reserve the right to change this syllabus.

15. September 2, 2013
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Qualtrics
All students at SSE can without charge (SSE pays) use the Internet based questionnaire
tool Qualtrics.
This is information about how you register and start using Qualtrics.
1) To create an account, go to hhs.qualtrics.com
2) To login at Qualtrics and make questionnaires, go to
https://hhs.qualtrics.com/ControlPanel/
3) Qualtrics may ONLY be used by students for their education at SSE! No other
uses are allowed and will lead to suspension from the tool.
4) For a review of Qualtrics, go to http://www.marketresearchtech.com/qualtrics-survey-
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5) For telephone support: 00-1- 800-340-9194 (remember they are a couple of hours
behind!) Can only be called via skype or similar service not via normal landline/cell
phone since it is a 1-800 number.
6) Qualtric’s website: http://www.qualtrics.com/#/
7) As a reminder, our license entitles us to:
• Unlimited Surveys
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• Qualtrics User Community

16. September 2, 2013
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Optional Materials (If you would like to learn more….)
• Aaker, D. & Joachimsthaler, E. (2000) The Brand Relationship Spectrum, California
Management Review, 42, 4, Summer, 8-23.
• Achrol, R.S. (1991) Evolution of the Marketing Organization: New Forms for
Turbulent Environments, Journal of Marketing, 55, 5, 77.
• Blattberg, R. & Deighton, J. (1996) Managing Marketing by the Customer Equity
Test, HBR, July-August, 136-144.
• Brakus, J.J., Schmitt, B.H. & Zarantonello, L. (2009) Brand Experience: What Is It?
How Is It Measured? Does It Affect Loyalty? Journal of Marketing, 73, 52-68.
• Burton, D. (2005) Marketing Theory Matters, British Journal of Management, 16, 5-
18.
• Casadesus-Masanell, R. & Ricart, J.E. (2010) From Strategy to Business Models and
onto Tactics, Long Range Planning, 43, 195-215.
• Collins, J.C. & Porras, J.I. (1996) Building Your Company’s Vision, HBR,
September-October.
• Collis, D.J. & Montgomery, C., (2008) Competing on Resources, HBR, July-August.
• Dalström, T. (2011) What is Oxytocin? Meetings International, May,
http://www.meetingsinternational.com/articles.php?id=195.
• Grant, R. (1991) The Resource-based Theory of Competitive Advantage: Implications
for Strategy Formulation, Strategic Management Journal, Spring, 114-135.
• Grönroos, C. (2006) On Defining Marketing: Finding a New Roadmap for Marketing,
Marketing Theory, 6, 395-417.
• Hult, G.T.M. (2011) Toward a Theory of the Boundary-spanning Marketing
Organization and Insights from 31 Organization Theories, Journal of the Academy of
Marketing Science, 39, 509-536
• Johnson, M.W. & Christensen, C.M., & Kagermann, H. (2008) Reinventing Your
Business Model, HBR, December.
• Keller, K. (1999) Managing Brands for the Long Run, California Management Review,
41, 3 (Spring), 102-124.
• Keller, K. (2000) The Brand Report Card, HBR, January-February.
• Levitt, T. (1960) Marketing Myopia, HBR, July-August, 50-65.
• Levitt, T. (2006) What Business Are You In?, HBR, October.
• Morgan, N.A., Vorhies, D.W., & Mason, C.H. (2009) Market Orientation, Marketing
Capabilities, and Firm Performance, Strategic Management Journal, 30, 909-920.
• Nath, P. & Mahajan, V. (2011) Marketing in the C-Suite: A Study of Chief
Marketing Officer Power in Firms' Top Management Teams, Journal of Marketing,
75, 1, 60-77.
• Nath, P. & Mahajan, V. (2008) Chief Marketing Officers: A Study of Their Presence
in Firms' Top Management Teams, Journal of Marketing, 72, 1, 65-81.
• Penenberg, A. (2010) Social Networking Affects Brains Like Falling in Love, Fast
Company, July: http://bit.ly/PiMZyx.
• Porter, M.E. (1996) What is Strategy?, HBR, November-December.
• Read about Zappo’s customer loyalty on the internet and watch Zappo’s Hseih: Building a
Formidable Brand, http://www.youtube.com/watch?v=yxKlK58gDrA.
• Reichheld, F. F. & Sasser, W.E. (1990) Zero Defections: Quality Comes to Services,
HBR, September-October, 105-111.
• Ruekert, R. W. (1992) Developing a Market Orientation: An Organizational Strategy
Perspective, International Journal of Research in Marketing, 9, 3, 225-245.

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• Slater, S.F. & Narver, J.C. (1998) Customer-led and Market-oriented: Let’s Not
Confuse the Two, Strategic Management Journal, 19, 1001-1006.
• Steenburgh, T. & Avery, J. (2011) Marketing Analysis Toolkit: Pricing and
Profitability Analysis, Harvard Business School Press.
• Woodruff, R. B. (1997) Customer Value: The Next Source For Competitive Advantage,
Journal of the Academy of Marketing Science, 25, 2, 139-13
• Yankelovich, D. (1964) New Criteria for Market Segmentation, HBR, March-April.