Ugba 106 - Marketing Management Fall 2016

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Individual Short Written Assignments

You will be assigned four short take-home written assignments related to the assigned cases, which you will be expected to complete individually. The best three scores will be counted for those students submitting all four assignments. Details of the assignments are on the Syllabus in the Discussion Questions section for Cases. Since the assignments are case based and take home with the assignments given at the start of the semester absolutely no extensions to the deadlines will be granted. If you miss a deadline for an assignment your other three submissions will count.

Other Protocol

1) A mutually supportive learning environment depends on active attention and engagement. For this reason, the use of laptops, tablets, PDAs, phones and any other electronics with on/off switches are not allowed during classroom discussion sessions on Wednesdays. In Monday lecture sessions in Andersen only laptops and tablets are allowed for lecture note taking only. Use of cell phones and other electronic devices are not allowed.

2) Please use your name card in your discussion sections throughout the semester. This will assist your instructors in getting to know you faster and keep discussions moving efficiently.

3) To prevent disruption to class, please come to class on time.

Contact Email and Office Hours (Janet, Bill and Wasim in F502, Eddie in F 501, Lefteris in F421)

Wasim Azhar: azhar@berkeley.edu OH - Mondays 6-7 pm

Bill Fanning: fanning@haas.berkeley.edu OH - Mondays 4-5 pm

Janet Brady: janetmbrady@berkeley.edu OH - Wednesdays 10-11am

Eddie Ning eddie_n@berkeley.edu OH - Thursdays 2-4 pm

Lefteris Marakas lefteris_marakas@berkeley.edu OH - Mondays 1-2 pm

Nikolai Smith n8smith@berkeley.edu

We look forward to learning with you this Spring.

Wasim, Bill, Janet, Eddie, Lefteris, and Nikolai

COURSE OUTLINE AND SCHEDULE:

MODULE 1: SEGMENTATION, TARGETING AND POSITIONING: MARKETING MIX

BRAND AND PRODUCT PORTFOLIO MANAGEMENT

Monday, Aug 29

Lecture: Overview of Course: Some Marketing Frameworks and Concepts:

Segmentation, Targeting, Positioning;

Readings: Market Segmentation, Target Market Selection, and Positioning HBR 9-506-019

KK: PP 106-112

Wednesday, Aug 31

Case: Starbucks: Delivering Customer Service. HBS 9-504-016

Discussion Questions:

- What factors accounted for the extraordinary success of Starbucks in the early 1990s? What was so compelling about the Starbucks value proposition? What brand image did Starbucks develop during this period?

- Why have Starbucks’ customer satisfaction scores declined? What information can be gleaned from the consumer research data?

- How does the Starbucks of the 21st century differ from the Starbucks of the 20th century in terms of target segments, positioning and marketing mix?

- Describe the ideal Starbucks customer from the company’s viewpoint. How can Starbucks ensure that this customer is highly satisfied?

- Quantify the value of a highly satisfied customer to Starbucks compared to (a) an unsatisfied customer (b) a satisfied customer?

- Should Starbucks make the $40 million investment in store labor? Why or why not? What other actions (if any) should Starbucks take? Why?

Key Topics: Service Marketing; Segmentation, Targeting, Positioning; Customer Lifetime Value

Monday, Sep 5 Labor Day. No Class

Wednesday, Sept 7

Case: Annie’s: Growing Organically. B5801

Discussion Questions:

- What target market(s) should Annie’s focus on going forward?

- What new products should Annie’s introduce? Why?

- What positioning and concomitant marketing mix should Annie’s aim for? Why? How should it implement your recommended marketing mix?

Key Topics: STP, Marketing Mix, Product Line Development

Monday, Sept 12

Lecture: Brand and Product Portfolio Management; Product Life Cycle

Readings: Principles of Product Policy HBR 9-506-018

KK: Ch 8: PP 129-134

Wednesday, Sept 14

Case: Clorox: Leveraging Green for Growth HBS 9-512-009

Discussion Questions:

- What is the role of the 3 brands individually and as a team in Clorox’s product portfolio?

- Which of the 3 brands are you most optimistic about? Why? Which one, if any, are you most pessimistic about? Why?

- Devise a marketing strategy and implementation plan for the 3 sustainable brands.

Key Topics: Launching New Products; Building Brand Equity; Brand Portfolio Management

MODULE 2: ADVERTISING AND INTEGRATED MARKETING COMMUNICATION

DIGITAL AND SOCIAL MEDIA

Monday, Sept 19

Lecture: Integrated Marketing Communication: Non-Traditional Marketing

Readings: Marketing Promotions HBR 9-506-02

KK: Ch 14: PP 221-233; Ch 15: PP 235-241,