GB 214 Course Syllabus – Spring 2019

Marketing & Operations Fundamentals

Section 012 – TF 11:00 – 12:20; JEN 414
Section 014 – TF 12:30 – 1:50; JEN 414

MK Instructor: Dr. Nada I. Nasr OM Instructor: Dr. Gang Li

Office #: MOR 232 Office #: AAC 320
Phone #: 781-891-3199 Phone #: 781-891-2532
Email Address: nnasr@bentley.edu Email Address: gli@bentley.edu
Office Hours: By appointment Office Hours: 2-3:00pm on Monday or by
appointment

Credits: 3

Pre-requisite: Class Code 3

Course Materials
1. Marketing textbook: Iacobucci, Marketing Management, 5th Edition1. Please note, you will also
use this textbook for GB320 so it would be best to buy it rather than rent it.

OM textbook: Mark Davis, Operations Management. Available in Blackboard.

2. Course Website

Course Description

A strategic competitive advantage is how a company creates value for its customers. This is
accomplished through five primary value-adding activities: (a) designing goods and services, (b)
providing logistics, (c) adopting operational processes, (d) developing marketing and sales strategies, all
which when properly aligned result in (e) providing goods and services that meet or exceed customer
requirements. Typically these value-added activities occur in the operations and marketing functions of
organizations. Marketing is responsible for determining the firm’s market, creating customer demand,
identifying product and service characteristics, and defining the breadth of the product line. It is also
responsible for designing price, promotion, and distribution strategies, and generating and fulfilling

1
A loose-leaf bundle of the textbook is available in the bookstore, which includes a loose-leaf printed copy
of the textbook and e-book access via MindTap for (6 months). If you have already purchased a Cengage Unlimited
account for a different class this semester, you will not need to purchase the bundle; your subscription gives you
access to the e-book via MindTap at no additional charge, and you can buy the loose-leaf copy from your MindTap
account at a lower price.
customer demand in order to achieve sales revenue targets. Operations management is responsible for
determining and designing the firm’s transformation processes and managing these processes so that
they are both effective, in terms of meeting or exceeding customer expectations and efficient, in terms
of minimizing costs and waste. This course, therefore, integrates the marketing and operational
disciplines, focusing not only on introducing the fundamental concepts and processes of marketing and
operations management but also demonstrating how effective coordination between these two
organizational functions creates value for the customer, the company, and society at large.

Course Goals

The overall objectives of the course are to (a) provide the students with a basic knowledge about
marketing and operations management concepts, processes, and activities, (b) demonstrate how macro
and micro environmental factors influence the marketing and operations decisions and activities, (c)
emphasize the importance of integrating activities and relationships between the two value-adding
functional areas, and (d) understand that marketing and operations decisions have an impact on all
internal and external stakeholders (i.e. employees, customers, environment, community, etc.).
Additionally, the course provides students with an opportunity to develop (a) oral and written
communication skills, (b) analytical skills, and (c) time & team management skills.

Marketing Learning Objectives

Knowledge – Students will be able to:

 Explain the definition of marketing.
 Understand the “marketing concept” as a way of conducting business.
 Explain the basic elements of the marketing process.
 Explain the basic marketing research process.
 Understand how consumers and buyers make decisions.
 Understand the Product Life Cycle concept and how it affects marketing decisions.
 Identify some of the career paths available to marketers.
 Recognize the importance of integrating the marketing and operations activities to gain a
competitive advantage in the market place.
 Identify ethical issues in marketing.

Skills – Students will be able to:

 Identify and critique a basic marketing strategy.
 Define market segments and identify target markets.
 Conduct a basic environmental scan.
 Perform important marketing-related calculations (e.g., market share, profit, return on sales,
profit margin, markup, break-even, pricing).

Perspectives
 Understand that satisfying the needs of the firm’s customer leads to enhanced success for the
firm. Recognize the value of primary and secondary data in making marketing decisions.
  Recognize that bad marketing research is worse than no marketing research
 Understand the value of customer relationships and how marketing practices can create and
enhance those relationships through value creation.
 Recognize the challenges and opportunities that exist in today’s global marketplace.
 Understand the fundamental differences between consumers and buyers.
 Understand how organizations develop strong customer relationships through customer value
creation and relationship marketing.

Operations Learning Objectives

Knowledge – Students will be able to:

 Explain the role of operations management in creating value for the customer.
 Explain the fundamental types of transformation processes.
 Explain the different dimensions of quality for both goods and services.
 Explain how new products are developed.
 Understand how operations performance is measured.
 Understand the various supply chain strategies.
 Recognize the importance of integrating the operations and marketing activities to gain a
competitive advantage in the market place.
 Identify ethical issues in operations management.

Skills – Students will be able to:

 Identify the different transformation processes and their respective strengths and weaknesses.
 Recognize the trade-offs that exist among the various transformation processes.
 Distinguish between effective and efficient performance measures.
 Apply continuous improvement concepts like six sigma and lean practices.
 Define process quality for different market segments.

Perspectives
 Recognize how service organizations differ from manufacturing
 Understand the need to align transformation processes with supply chains.
 Appreciate the importance of quality in the design and delivery of goods and services.
 Recognize the need for continuous process improvement in today’s highly competitive
environment.

Grading Structure

Overall Course Grade

Marketing Module Points 400

Operations Module Points 400
Integrative Module Points 200
1000 points
Marketing Module Points
Attendance and Participation 80
Team Assignment/Peer Evaluation 100
 Quizzes 80
Marketing Exam 140
400 points
Operations Module Points
Attendance and Participation 80
Team Assignment/Peer Evaluation 100
Quizzes 80
Operation Exam 140
400 points

Integrative Module Points

Corporate Strategy Assignment 25
Attendance 25
Quiz (or homework assignments) 25
Team Presentation 125
200 points

Passing Grade – Students must earn ≥ 600 points.

Attendance and Class Participation

Students are expected to have read the assigned readings prior to the session in which they will be
discussed, and to participate in class discussions. Class participation is not the same as attendance. It is
being involved in the discussion and responsive to questions.

During class time students are expected to arrive on time, pay attention, listen, and stay off-line,
although these constitute only a minor portion of the participation grade. In order to receive full credit,
you need to be an “active participant” during every class session. In order to maximize your learning
from the classroom experience, your active participation (constructive, value-added contribution) is
necessary. Much of the class time will be devoted to discussion. Be prepared to actively participate
(discuss the readings, ask questions, share experiences, etc.) during every class session. Your
participation will be evaluated after each class and assign credit based on the quality of comments
provided. In-class and take home assignments may also be included in this grade.

The following rubric is provided as a guideline for attendance and participation grades. This is only a
guideline, since all combinations of attendance, participation, and disruptive behavior cannot be
represented in this table. As you will see in the rubric, attendance and participation is a balance
between attending class sessions, active participation, and disruptive behavior.

Attendance Participation Disruptive Behavior

100% All class sessions Active with constructive, None
value-added contribution in
all class sessions
95 - 99% 1 excused absence Active with constructive, None
value-added contribution in
all class sessions
 90 - 94% No more than 1 absence Active with constructive, None
value-added contribution in
most class sessions
85 - 89% No more than 1 absence Active with constructive, None
value-added contribution in
some class sessions
80 - 84% No more than 2 Active with constructive, None
absences value-added contribution in
all or most class sessions
75 - 79% No more than 2 Active with constructive, None
absences value-added contribution in
most or some class sessions
50 - 75% 1. Attends all class 1. Very little participation No more than 2
sessions 2. Active with constructive, instances
2. No more than 3 value-added contribution
absences in some class sessions
25 - 49% 3 to 5 absences Active with constructive, 3 to 5 instances
value-added contribution in
some class sessions
0 - 24% More than 5 absences Very little to no participation More than 5 instances

Team Assignment

As a team, you will be required to research and report on the Marketing and Operations aspects of a
product (good and/or service) of your choice. In the marketing section of this assignment you will
analyze the product’s marketing environment and strategy. The marketing portion of the assignment
will be completed in two parts: (1) analysis and assessment of the environment and target market and
(2) the marketing mix. In the operations management section of this assignment will be completed in
two parts (1) operations and supply chain strategy and (2) the value creation process.

Peer Evaluation

If a student performs poorly and is not fired, the instructor with the input from the team may reduce this
student’s team project grade (to include failure). For more details, see the Peer Evaluation Policy.

Quizzes

Before coming to class you are expected to have finished the assigned reading for that day. There is the
possibility of a quiz (online or in-class) associated with the readings assigned for every day of class. Your
instructor will explain her/his plan for these quizzes.

Exams
There will be two functional exams—one related to the marketing module and the other is related to
the operations module. These exams will consist of a combination of multiple choice and/or short
answer questions.

Team Presentation

The presentation will be the culmination of the Team Assignment to encompass the integration of
marketing and operations. Team presentations are scheduled for the end of the semester (see course
schedule) and attendance during team presentations is mandatory for all students.

Extra Credit Opportunity

Students can earn extra credit (1 percentage point on overall grade) by participating in research studies
conducted by Bentley faculty. Further information will be available in the course's website.

Academic Integrity

All students are expected to adhere to Bentley’s Academic Integrity policy which includes Bentley’s
Honor Code (details on the policy can be found in the Undergraduate Student Handbook, the Graduate
Catalog, and Bentley’s academic integrity course page on Blackboard into which all students and faculty
are enrolled). The essence of the policy is that you should not represent someone else’s work as your
own (no plagiarism, no cheating on exams, no illicit collaboration on projects, etc.). Failure to adhere to
the policy can have serious consequences, including course failure, suspension, or even expulsion from
the university. The best way to avoid a problem is to consult with your instructor before taking an action
that might constitute a violation.

Turnitin.com will be used for written assignments.

Lap Top Computers

Students, who use their computer to take notes, must receive written approval and sit in the front row.
If you would like to use your lap top, you must send an email message to me for approval.

Cell Phones

Cell phones must be turned off during class sessions. Use of cell phones during class time is prohibited
and will be reflected in the participation grade.

Recording Devices

Recording of any kind, without written permission, is strictly prohibited. This includes the use of a
computer, cell phone, tape recorder, or any other electronic device. Permission must be granted in
writing for recording during class, office visits, or any other interactions with the faculty member.

Students with Disabilities

Bentley University abides by Section 504 of the Rehabilitation Act of 1973 and the Americans with
Disabilities Act of 1990 which stipulate no student shall be denied the benefits of an education solely by
reason of a disability. If you have a hidden or visible disability which may require classroom
accommodations, please make an appointment with the Senior Assistant Director of Disability Services,
Stephanie S. Brodeur, within the first 4 weeks of the semester. The Office of Disability Services is
located in the Callahan/University Police Building (POL, 2nd Floor, 781.891.2004). The Senior Assistant
Director of Disability Services is responsible for managing accommodations and services for students
with disabilities.

English for Speakers of Other Languages (ESOL) Center

The ESOL Center offers writing and English language support to students who are English Speakers of
Other Languages (ESOL). Our faculty tutors specialize in working with multilingual writers and
can provide feedback and strategies on writing for all your course and career-related writing. You're
welcome to come in for help at any stage of the writing process, from the brainstorming and organizing
point through the final drafting stage. In addition, you can receive support related to source
documentation, Power Point slide reviews, oral presentation practice, and pronunciation along with
conversation fluency and enrichment.

The ESOL Center is located on the lower level of the Bentley Library, Room 026. Day and evening
appointments can be scheduled through https://bentleyesol.mywconline.net or by dropping by the
ESOL Center to see if a faculty tutor is available. Because of the high demand for appointments,
however, we encourage scheduling a time in advance.

Writing Center

The Writing Center offers one-on-one tutoring to students of all years and skill levels. Located on the
lower level of the Bentley library (room 023), the Writing Center provides a welcoming and supportive
environment in which students can work on writing from any class or discipline. Writers are encouraged
to visit at all stages of the writing process; they can come with a draft, an outline, or just some initial
thoughts and questions.

Staffed by highly skilled student tutors, the Writing Center is open six days a week. Drop-ins are
welcome, but appointments are encouraged and can be made online at bapps.bentley.edu or by phone
at 781.891.3173. For hours and additional information, visit our website at bentley.edu/writing-center.