Syllabus

Text

Required text-Strategic Marketing Problems, 13th edition, by Kerin and Peterson

Recommended text-recent principles of marketing textbook

Nature of the Course

The Marketing Management and Strategy course is the capstone marketing course and a key problem solving course for the marketing major. This course has the following objectives:

1. To apply marketing concepts and philosophy in a problem solving framework.

2. To understand the strategic marketing planning process and marketing strategy development.

3. To appreciate how marketing decisions effect the organization and the organization's performance.

4. To develop and utilize analytical, problem solving, decision making, and communication skills.

The course will rely upon the case method of analysis. Cases include consumer and business-to-business products and services covering a number of marketing problems and issues. Case analysis is a great way to practice analytical and decision making methods.

Team Case Presentation. Each individual will participate in one oral team case presentation. Plan on using your own laptop computer for your presentation and check out compatibility and connectivity issues at least one day before your presentation. If your computer is in for repairs or you are experiencing other hardware problems, you may be able to check out a computer from the LSBE Technology Office on the first floor. Make sure that you have back up in case of a technology failure. Your power point presentation slides should also be uploaded to TurnItIn.com. For information on case content, please see A Framework for Case Analysis.

In-Class Exercises and Class Participation. Get involved! It will be much easier to learn and more fun to participate, ask questions and contribute. We will be doing a number of in-class exercises to anchor concepts and ideas from the text. Expect to be called on if you don't volunteer. You must use a name card to identify...