Faculty of Management -McGill University

MARKETING MANAGEMENT II MRKT 35 !"ection #3#3$ %&UR"E &UT'INE FAll ()*3

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Lecturer: George Dracopoulos Office: Bronfman 501 E-mail: george.dracopoulos@mail.mcgill.ca lassroom: B!O"# 1$% *ecretar': Darlene #o+ler Office: !oom ,15- Bronfman Building

&ime: &uesda's (:05-):55

%ourse &+,ectives:

&.e course is designed to en.ance t.e student/s understanding of t.e role of t.e product manager in t.e profit-earning competiti0e firm- and to furt.er t.e student/s preparation for a career in mar1eting. &.e emp.asis +ill 2e on strategic planning and on decisions affecting t.e mar1eting mi3 under 0ar'ing competiti0e conditions and in different stages of t.e product life c'cle. &.e ma4or o24ecti0es of t.e course are to de0elop: 15 6our mar1eting- anal'tical and decision-ma1ing s1ills- and to de0elop 75 8 good understanding of t.e applications of some of t.e ma4or mar1eting concepts 9i.e. mar1et segmentation- positioning- product life c'cle5. 6ou s.ould lea0e t.e course +it. an a2ilit' to anal':e t.e mar1eting and 2usiness en0ironment in +.ic. t.e organi:ation is operating- to determine t.e ma4or opportunities and t.reats facing t.e organi:ation- to de0elop a creati0e set of alternati0e mar1eting strategies- to select t.e most appropriate one for t.e organi:ation- and to con0ert t.e c.osen strategic alternati0e into a full' functional action plan.

%ourse -escri.tion:

;n order to accomplis. t.e a2o0e listed o24ecti0es t.is course ta1es an applications-2ased approac.. ;t 2uilds upon t.e mar1eting fundamentals co0ered in Marketing Management I and integrates concepts from ot.er management courses. Marketing Management II features a strong <uantitati0e component and focuses on de0eloping situational anal'sis and pro2lem sol0ing s1ills. &.e course features a semester-long competiti0e simulation designed to teac. students .o+ to plan- control- and adapt mar1eting acti0ities under conditions of uncertaint'. ;t also uses lectures and readings from t.e 2usiness press to assist students in de0eloping t.eir a2ilit' to appl' mar1eting frame+or1s to =real +orld= scenarios.

Te/ts:

*0 Mar1et-2ase3 Management4 5t6 E3ition4 !oger >. Best- ?earson ?rentice @all- %$)-0-1,-0,)$$5-A- 701,.

(0 %ourse "imulation: Mar1strat Larrec.e- >ean- laude Gatigon- @u2ert and &riolet!emiMarkstrat Online Student Handbook, *tratB ;nternational. 7e+sites &e3t Ce2site: +++.roger42est.com ourse Ce2site: Ce2 &

Mar1"trat "imulation8 20 l "imulation - Mar1strat Beginning in Cee1 1- students +ill form teams. &eam composition 9i.e.- num2er of students per team5 is 2ased on final course enrolment- and must 2e finali:ed 2' t.e end of Cee1 7. Eac. team represents a firm t.at competes against a num2er of ot.er firms in a specific industr' D during t.e simulation. Beginning in Cee1 ,- teams su2mit t.e mar1eting decisions for t.eir firm on a +ee1l' 2asis. !esults for t.e +ee1 are t'picall' a0aila2le 2' t.e end of class. &.e process runs for 10 game =periods= o0er ) +ee1s. &.ere are t+o +ee1s during t.e term +.erein teams are re<uired to su2mit t+o sets of decisions. ?lease refer to t.e course deli0er' sc.edule 9see 8ppendi3 85 for more information. 8ll students must complete a s.ort test on Ear1strat concepts and principles. ;t +ill 2e administered in class during Cee1 A and +ill co0er all material presented in t.e Ear1strat te3t. #inall'- +.ile course lectures- tutorials and materials pro0ide e0er't.ing students re<uire to underta1e t.e simulation successfull'- t.e simulation is also used 2' .undreds of uni0ersities and ot.er organi:ations on an annual 2asis. onse<uentl't.ere is also a great deal of supplemental =information a0aila2le in li2raries and on t.e ;nternet. *tudents are encouraged to gat.er as muc. information as possi2le to ma3imi:e learning 0ia t.e simulation e3perience. Evaluation: Mini-Mi3term Tests 2attle of t6e 2ran3s In-%lass Assignments : E/ercises Mar1et "imulation 9?erformance- ?resentation- Fui:5 359 *59 *59 359

8n outline of t.e topics to 2e co0ered during t.e course appears on t.e follo+ing pages. ;t +ill allo+ 'ou to gain an o0er0ie+ of t.e su24ect content and indicates t.e 0arious readings for class preparation and due dates for assignments and e3aminations. Gra3ing ;olicy. ?ro4ects and reports are due at 58)) ;M on t.eir due dates. 8 late .enalty of five .ercent !59$ .er 3ay late +ill 2e assessed starting on t.e due date- up to a ma3imum of 1A da's. 8fter 1A da's- t.e grade +ill 2e <ero. *tudents must .a0e a 0alid medical or 2usiness reason 9supported 2' +ritten e0idence5 for not 2eing a2le to +rite a mid-term on t.e due date- ot.er+ise a grade of <ero +ill 2e assessed.

Aca3emic Integrity8

Code of Student Conduct EcGill Gni0ersit' 0alues academic integrit'. &.erefore all students must understand t.e meaning and conse<uences of c.eating- plagiarism and ot.er

academic offences under t.e ode of *tudent onduct and Disciplinar' ?rocedures 9see www.mcgill.ca/integrity for more information). L/uni0ersitH EcGill attac.e une .aute importance I l/.onnJtetH acadHmi<ue. ;l incom2e par consH<uent I tous les Htudiants de comprendre ce <ue l/on entend par tric.erie- plagiat et autres infractions acadHmi<ues- ainsi <ue les consH<uences <ue peu0ent a0oir de telles actions- selon le ode de conduite de l/Htudiant et des procHdures disciplinaires 9pour de plus amples renseignements, veuillez consulter le site www.mcgill.ca/integrity). Rig6t to su+mit in Englis6 or Frenc6 =ritten =or1 t6at is to +e gra3e3 ;n accord +it. EcGill Gni0ersit'Ks .arter of *tudentsK !ig.ts- students in t.is course .a0e t.e rig.t to su2mit in Englis. or in #renc. an' +ritten +or1 t.at is to 2e graded. %lassroom Rules: 8ll electronic de0ices 9cell p.ones and 2eepers5 must 2e turned off during class time. E-mail is one of t.e official means of communication 2et+een EcGill Gni0ersit' and its students. 8s +it. all official Gni0ersit' communications- it is t.e student/s responsi2ilit' to ensure t.at time-critical e-mail is accessed- read- and acted upon in a timel' fas.ion. ;f a student c.ooses to for+ard Gni0ersit' e-mail to anot.er e-mail mail2o3- it is t.at student/s responsi2ilit' to ensure t.at t.e alternate account is 0ia2le. ?lease note that to protect the privacy of the students, the University will only reply to the students on their McGill e mail account. General Gra3ing "ystem8 &.e grading +ill 2e as follo+sL Gndergraduate Le0el 9please note t.at t.e .ig.lig.ted area is t.e a0erage grade range5. 8 8BN B BN DO # ? 9)5-100M5 9)0-)AM5 9$5-$%M5 9$0-$A M5 9(5-(%M5 9(0-(AM5 955-5%M5 950-5AM5 90-A%M5 onditional ?ass #ailure ?ass *atisfactor' ?ass

Email ;olicy:

O 8lt.oug. D is a passing grade- it +ill not permit entr' into a su2se<uent course for +.ic. it is a prere<uisite- nor +ill it 2e recogni:ed if t.e course is a compulsor' course in 'our program. Grade !oint "verage Letter grades are assigned grade points according to t.e follo+ing ta2le: 8 8A.0 ,.$

BN B BN D #

,., ,.0 7.$ 7., 7.0 1.0 0

*tanding in a department +ill 2e determined on t.e 2asis of t.e umulati0e Grade ?oint 80erage 9 G?85 computed 2' adding t.e product for eac. course of t.e course credits times t.e grade points- and di0iding 2' t.e total course credits attempted: sum 9course credits 3 grade points5 G?8 P ----------------------------------sum 9course credits attempted5 Grades of D or # continue to 2e used in t.e calculation of t.e G?8 e0en after t.e course is repeated or a supplemental e3amination is ta1en. Grades of > and Q# count as 0 grade points in t.e G?8. ourses +it. a grade of C- C#- CL or QQ are not included in t.e calculation. #or details- see .ttp:DD+++.mcgill.caDconted-studentsDgradesD "tu3ents Rig6ts an3 Res.onsi+ilities8 !egulations and policies go0erning students at EcGill Gni0ersit' can 2e do+nloaded from t.e +e2site: .ttp:DD+++.mcgill.caDdeanofstudentsDrig.tsD Minerva for "tu3ents8 .ttp:DD+++.mcgill.caDminer0a-studentsD

-etaile3 %ourse &utline8

Team Assignment - 2attle of t6e 2ran3s

&.is assignment is intended to pro0ide teams +it. an opportunit' to appl' concepts from t.e course to assess and ma1e recommendations regarding a =real= 2rand 2attle. 8 complementar' outcome is t.e

opportunit' to e3plore mar1eting management as practiced 2' some of t.e +orld/s 2est consumer goods organi:ations. &.e 1e' deli0era2le is a 70-77-minute presentation- including setup- on t.e strateg' 2eing used 2' t.e assigned 2rand. 6ou must also su2mit a 17-15 page paper e3plaining t.e 1e' elements of 'our anal'sis.

>ar3 co.y of t6e .resentation must +e su+mitte3 to t6e course .rofessor .rior to t6e .resentation0
&.ere +ill 2e si3 2attles 917 2rands5 o0er t.e term. &eam presentations s.ould address at a minimum t.e follo+ing areas:

*0 %onte/t *i:e and scope of t.e firm- .istor'De0olution of t.e 2rand (0 Mar1et ompetiti0e set- industr' and mar1et anal'sis- competitor and consumer anal'sis 30 "trategy ?ositioning and management of t.e mar1eting mi3- gi0en c.osen target segments 0 Results ?erformance of t.e 2rand- gi0en a0aila2le metrics 50 Recommen3ations *ustaina2ilit' of t.e 0alue proposition and recommendations to strengt.en mar1et position and =2eat= t.e competition
&.ere is a great deal of secondar' data a0aila2le on eac. of t.e competiti0e situations c.osen for t.e e3ercise- so teams are e3pected to .a0e done appropriate researc. to support t.eir +or1. &eams s.ould also clearl' demonstrate t.e a2ilit' to appl' course concepts to anal':e t.e situation and dra+ conclusions. &eams are encouraged to 2e creati0e +it. t.e presentation 9e.g. collaterals- samples5. #inall'- teams are strongl' encouraged to plan a.ead to ensure t.e selected tec.nolog' is +or1ing properl' and to .a0e a 2ac1-up plan in case of pro2lems. "B: ?eer e0aluations +ill 2e used to assist in t.e de0elopment of grades for t.e team elements of t.e course.

"c6e3ule of 7ee1ly Rea3ings4 %ases an3 Assignments8 !Tentative$

A..en3i/ A8 %ourse -elivery "c6e3ule

7ee1 * "e.t0 3 &opic: ustomer #ocus and Eanaging ustomer Lo'alt'

!eading: Ear1strat: 7ee1 ( "e.t0 *) &opic: !eading: Ear1strat: 7ee1 3 "e.t0 *?

Ear1et-Based Eanagement- .apter 1 ;ntroduction

Ear1eting ?erformance Eetrics Ear1et-Based Eanagement- .apters 7 R 15L Ear1strat- 8ll ;ntroduction- &utorial 2attle of t6e 2ran3s -ates Assigne3

&opic: Ear1et Demand and Ear1et *.are 9#orecasting5 !eading: Ear1et-Based Eanagement- .apter , Ear1strat: Dr' !un Markstrat Quiz 7ee1 "e.t0 ( &opic: !eading: Ear1strat: Brands: T1: 7ee1 5 &ct0 * &opic: !eading: Ear1strat: 7ee1 5 &ct0 # &opic: !eading: Ear1strat: Brands: T7: 7ee1 ? &ct0 *5 &opic: !eading: Ear1strat: Brands: T,: ?ricing and Eargin Eanagement Ear1et-Based Eanagement- .apter ) !ound A Decisions DueL Loan 8pplications Due _______________________________ ompetitor Benc.mar1ing and ompetiti0e 8d0antage ?ositioning- Branding and Salue ?roposition Eanagement Ear1et-Based Eanagement- .apters ( R $ !ound , Decisions Due _______________________________ Mini-Mi3term @ * Mar1et-2ase3 Management !%6a.ters *-54 A*5$ !ound 7 Decisions Due- onsultations ustomer 8nal'sis and Salue reation Ear1et *egmentation and ustomer !elations.ip Eanagement Ear1et-Based Eanagement- .apter A R 5 !ound 1 Decisions Due _______________________________

7ee1 #

&ct0 (( &opic: !eading: Ear1strat: Brands: TA: .annels- Logistics and *uppl' .ain Eanagement Ear1et-Based Eanagement- .apter % !ound 5 R ( Decisions Due _______________________________

7ee1 B

&ct0 (B

&opic: !eading: Ear1strat: Brands: T5: 7ee1 *) Nov0 5 &opic: !eading: Ear1strat: 7ee1 ** Nov0 *( &opic: !eading: Ear1strat: Brands: T(: 7ee1 *( Nov0 *B &opic: !eading: Ear1strat: 7ee1 *3 Nov0 (5 &opic: !eading: Ear1strat:

ommunications and ustomer !esponse Eanagement Ear1et-Based Eanagement- .apter 10 R 11 !ound $ and !ound ) Decisions Due _______________________________

Mini-Mi3term @ ( Mar1et-2ase3 Management !%6a.ters 5-**$ !ound % Decisions Due

?ortfolio 8nal'sis and *trategic Ear1et ?lans Ear1et-Based Eanagement- .apters 17 R 1, !ound 10 Decisions Due #inal ?resentation onsultations _______________________________

ourse *ummar' "D8 Team ;resentations !-ivision *$

ourse *ummar' and 8+ards "D8 Team ;resentations !-ivision ($

PEER EVA !A"IO# $ORM

NAME8 CCCCCCCCCCCCCCCCCCCCCCC
Grou.8 CCCCCCCCCCCCCCCCCC

?lease e0aluate 'our group mem2ers. Eem2ers recei0ing consistentDa0erage e0aluations 2elo+ )0M on o0erall e0aluation ma' 2e su24ect to grade ad4ustments. Group mem2ers recei0ing consistentDa0erage peer e0aluations 2elo+ (0M on o0erall e0aluation ma' 2e su24ect to stem grade ad4ustments.

NAME of GR&U; MEM2ER

Atten3ance at grou. meetings ! D*))$

%om.letion of assigne3 tas1s ! D*))$

Euality of contri+ution ! D*))$

&verall evaluation ! Dl))$

Additional Comments (if necessary):

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