MKT 495/695 – ADVANCED MARKETING MANAGEMENT
Managerial Sciences Dept.
College of Business
University of Nevada
Dr. Kyung-il Ghymn
Office: BB 311C ; e-mail:email@example.com
Office Hour: 4:30-5:20 MW and by appointment
Course Objectives This is an advanced marketing class. The objective of this course is to acquaint students
with the marketing management problems and policies in the following major marketing
decision areas: marketing research, buyer behavior, market segmentation, product
development, promotion, place, and pricing. Emphasis will be placed on marketing mix
decision making process from the total marketing management point of view, not from a
well informed consumer's point of view. Also emphasized will be the integration of global
markets into decision makings.
Specifically, this course is designed to increase your ability to:
? Interrelate and coordinate the multiple functions involved in the marketing
? Integrate customer behavior factors into plans and strategies.
? Gain further understanding of the product development processes, pricing
decisions, promotion decisions and channel of distribution alternatives.
? Specify and use marketing information in marketing decisions.
? Create innovative and workable marketing plans, strategies, and approaches.
? Controlling/auditing marketing plans and marketing performance.
? Gain understanding of international impacts on marketing plans and strategies.
Assignments: 1) Chapter readings.
2) Case Discussions/presentations
3) Marketing Audit Term project.
Conduct of the Class
The course is designed for students to make a series of marketing decisions using various
marketing cases (actual cases happened in the industry). Therefore, the class will be
conducted more on the basis of discussion rather than straight lecture. Individual
participation in class discussions will be graded and will constitute an important part of the
course grade. All assigned readings must be done in advance.
6 cases and 2-3 caselets will be discussed during the semester. Each student is required to
submit a two-page written report of the case analysis including:
? the case's problem statement(major and minor)
? decision questions to be raised;
? and (4) your explanations for the solution selected.
Every student will participate in at least one oral presentation. The presenter's manner,
creativity and originality will be graded. No late reports will be accepted. The final
examination will be based on case materials in the text (discussed or not discussed in the
Group Term Project: One way of integrating and "putting together" the concepts of marketing management
involves the preparations of a Marketing Audit. Each group (4 persons) will select a
company or an organization for the development of a comprehensive marketing audit
report. A detailed explanation of the paper's major elements will be discussed in class.
Choice of Product/Service
--an existing organization/company is preferable to a "concept" organization.
--may be a manufacturer, or a distributor or a service such as Washoe Med., University, or
a government agency, etc.
--may be a profit-seeking or non-profit organization.
--normally products/services of local and small organizations are better candidates. (e.g..
Jones-West as opposed to GM or Ford).
Important Note for the Term Project Report/presentation
It is important to include analyses of the following areas:
1. The firm's brief history
2. The firm's environment, its competitors and its main market
3. MIS systems
4. Product development
*Note: For the above listed 4P analysis, a brief comparison between the textbook
theories/instructor’s lectures on 4ps and the audit firm’s decision practices must be
included in both the oral and the written report.
--personal interviews, company (internal) materials, secondary references (trade journals,
government reports, etc.) all appropriately documented.
--15-20 pages, typewritten, double-spaced, one or two page "Executive Summary”.
--standard format (use your textbook format) for title page, footnotes, bibliography, etc.
Mid-term and Final Exams:
Since this is a case-oriented course, exams will be based on cases in the textbook.
Detailed information about exams will be given later
Final Exam 30%
Case Discussion & 20%
Project Paper 20%
Mid-term Exam 20%
(+), (-) grading policy will be implemented for this course.
*Project team member must submit a confidential grade report ( A,B,C,D) on his/her
fellow team member's participation/ performance on the project.
No make-up exams, no late reports will be accepted.
For an emergency case, discuss it with the instructor.
Team may invite the project company managers to its class presentation. Plan it well in advance if your team wants to invite them.
Three or more unexcused absences may bring one grade level down.
Text: Kerin and Peterson, Strategic Marketing Problems 10th ed., Prentice Hall, 2004. And other articles.
Dr. Ghymn--Mkt 495/695 - Syllabus - Fall 2004
Date Topics Reading & Assignments ______________________________________________________________________ 8/23 Course Introduction
8/25 Importance of Marketing Chapter 1
8/30 Financial Aspects of Mkt (Chapter 2 exercises) Chapter 2
9/1 Mktg Concepts and Mktg Management,
Strategic Mktg planning and Mktg Information Systems
9/6 Labor Day
9/8 Decision Making and Case Analysis Chapter 3
9/13 Consumer Behavior
9/15 Opportunity Analysis & Mkt Targeting Chapt. 4
Marketing Audit Project Memorandum Due
9/20 Project Day
9/22 Marketing Research: Data, Information and Intelligence Chapt. 5
Monetary Value of Information (handout exercise)
9/27 Case: Quetzal Collections, Inc
9/29 Guest Speaker
10/4 Case: Curtis Automotive Hoist: Opportunities in the European Union
10/6 Product and Service Strategy
New Product Development Strategy Chapt. 6
10/11 Total Quality Marketing
10/13 Case: Manor Memorial Hospital:Downtown Health Clinic
10/18 Promotion Strategy Chapt. 7
10/20 Project Day
10/25 Chesterton Carpet Mills, Inc
10/27 Channel Strategy Chapt. 8
11/1 Case: Throckmoten Furniture (A)
11/3 Pricing Strategy Chapt. 9
11/8 Case: Bristol Myers
11/10 Ethics in Decision Making
11/15 International Marketing and International Management
11/17 Internet Impact on 4Ps
11/22 Customer Relationship Management: An Important Marketing Tool
11/24 Marketing Audit Final Report Preparations (Make an effort to invite your
audit company manager(s) to your class presentations. Submit their name
and full address, so that the instructor can send a letter of appreciation to
11/29-12/1 &6 Students’ Audit Presentations. Marketing Audit written report due on 12/1
12/10 Final examination (4:30-6:30p).