September 2, 2013
1
Managing Marketing Processes
Fall 2013
Please check the Courseweb daily for updates.
Dr. Robin Teiglan...
September 2, 2013
2
COURSE MATERIALS
• A Framework for Marketing Management, Global edition of Fifth edition, Philip
Kotle...
September 2, 2013
3
library resources, the internet, and potentially other electronic media to conduct the
necessary work ...
September 2, 2013
4
Criteria for Submissions
Written and Oral Presentations
• Professional presentation with title page, e...
September 2, 2013
5
Class Participation1
Class participation is mandatory, i.e., you are at each class for the entire clas...
September 2, 2013
6
* P/F = Pass/Fail
** The presentation and plan are to be graded together for a total of 40%.
SUBMISSIO...
September 2, 2013
7
SUBMISSIONS
Email
robin.teigland@hhs.se
Google Doc
Username: ssemgm2013@gmail.com
Password: ssemgm2013...
September 2, 2013
8
SCHEDULE
Please check the Courseweb daily for updates.
September 4, 9:15 to 12:00
Session 1 Topic: Int...
September 2, 2013
9
• Collis, D.J. & Rukstad, M.G. (2008) Can You Say What Your Strategy Is?, Harvard
Business Review (HBR...
September 2, 2013
10
• Log into the School’s Databases site:
http://www.hhs.se/Library/Pages/Databases.aspx.
• Bring your ...
September 2, 2013
11
• Creating a Marketing Plan: An Overview, Harvard Business School Press (on
Courseweb).
• Dibb, S. (2...
September 2, 2013
12
September 19, 13:15 to 16:00
Session 7 Topic: Value Creation and Price Setting
Preparation Material
•...
September 2, 2013
13
• Keller, K. L., and Lehmann, D. R. "How Do Brands Create Value?" Marketing
Management 12 (2003): 26-...
September 2, 2013
14
October 4, 17:00
• Marketing Plan Submission, Label “Plan_Team#.doc” and upload assignment to the
Cou...
September 2, 2013
15
Qualtrics
All students at SSE can without charge (SSE pays) use the Internet based questionnaire
tool...
September 2, 2013
16
Optional Materials (If you would like to learn more….)
• Aaker, D. & Joachimsthaler, E. (2000) The Br...
September 2, 2013
17
• Slater, S.F. & Narver, J.C. (1998) Customer-led and Market-oriented: Let’s Not
Confuse the Two, Str...
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Managing Marketing Processes_Syllabus

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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

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Managing Marketing Processes_Syllabus

  1. 1. September 2, 2013 1 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.
  2. 2. September 2, 2013 2 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
  3. 3. September 2, 2013 3 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.
  4. 4. September 2, 2013 4 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
  5. 5. September 2, 2013 5 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.
  6. 6. September 2, 2013 6 * 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
  7. 7. September 2, 2013 7 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
  8. 8. September 2, 2013 8 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.
  9. 9. September 2, 2013 9 • 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. 10. September 2, 2013 10 • 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. 11. September 2, 2013 11 • 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. 12. September 2, 2013 12 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. 13. September 2, 2013 13 • 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. 14. September 2, 2013 14 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. 15. September 2, 2013 15 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- software-reviews.htm 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 • Unlimited Responses • Qualtrics Support • Qualtrics User Community
  16. 16. September 2, 2013 16 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.
  17. 17. September 2, 2013 17 • 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.  

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