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UNIVERSITY OF SOUTHERN CALIFORNIA

MARSHALL SCHOOL OF BUSINESS

TERM TWO 1999-2000

GSBA 509 - Marketing Management

Instructor:Shantanu Dutta

Office: Accounting 306C

Office Hours: By Appointment

Office phone: 213-740-5038

E-mail: sdutta@sba2.usc.edu or First Class

COURSE OBJECTIVES

The objectives of the course are to introduce you to the substantive and procedural aspects of marketing management, and to sharpen your skills for critical analytical thinking and effective communication. Specifically my goals are:

1.To introduce you to the analysis underlying marketing strategy formulation: customer analysis, competitor

analysis, company analysis and collaborator analysis.

2.To familiarize you with the elements of the marketing mix (product strategy, pricing, advertising and promotion,

and distribution), and to enhance your problem solving and decision making abilities in these operational areas of

marketing.

3.To provide you with a forum (both written and oral) for presenting and defending your own recommendations,

and for critically examining and discussing the recommendations of others.

Effective marketing management results not from simply internalizing marketing facts and institutional detail, but from systematic critical thinking and the reasoned application of several general, underlying principals.

COURSE MATERIALS

Required Materials: Reader consisting of cases and articles.

Recommended textbook: Kotler, Philip, Marketing Management: Analysis, Planning and Control (Prentice-Hall).

EXPECTATIONS

1)I expect you all to have carefully read the assigned materials (articles and/or assigned cases) before you come to the class.

2) The cases should be analyzed carefully keeping in mind the framework we will discuss in class. Further, work through the various numbers in the cases when analyzing the cases. From time to time I will send you some analysis. Make sure you go through them before you come to the class....