The course provide basic information, terminology, and theories on strategic marketing, provide students with analytical skills and tools that they can use in their careers, enhance students’ communications and team building skills, and illustrate recent changes that have occurred in strategic marketing.

MODERN MARKETING MANAGEMENT

Prof. James Cross

University of Nevada, Las Vegas, U.S.A

Date: Dec 19-23, 2011

Time: 08:30 - 12:00

INSTRUCTOR

Professor Cross has been on the faculty at UNLV for 20 years.  He received his MBA and Ph.D. at the University of Minnesota in the U.S   He teaches and researches in the areas of strategy, marketing channels, franchising, and business marketing.
There is no text for this class.  A variety of readings and short cases will be used.

COURSE OBJECTIVES

1. To provide basic information, terminology, and theories on strategic marketing.
2. To provide students with analytical skills and tools that they can use in their careers.
3. To enhance students’ communications and team building skills.
4. To illustrate recent changes that have occurred in strategic marketing.

COURSE FORMAT

A variety of techniques will be used in the class.  They include:  lectures, classic readings, short cases, team exercises and short presentations, and videos of prominent companies.  Most of the five sessions will contain all of these.  This should provide students with a variety of learning experiences and also keep the class interesting.  Each session will be broken up into a series of roughly 30 minute segments.

Class participation and attendance are expected.   Although there will be no exams and no grades will be given, students will get much more out of the class if they are involved.  Any readings or cases should be reviewed prior to class.  Then we can more quickly move through the material and the discussions should be better.  Some of the exercises will be impromptu and done in class.  They are designed to foster creative thinking and teamwork.   Students should also expect to interact with the instructor and, especially, with the other students.  You can learn from each other as well.
The cases and readings are short but filled with important issues.  The idea is to get the richness of longer versions, but to keep them manageable for this week long class format.  Cases, readings, lectures, and videos are all somewhat coordinated.

COURSE SCHEDULE

Day 1 (December 19) – Course Introduction, the Marketing Concept, and Strategy Basics

• Brief History of the Marketing Concept
• Misconceptions about Marketing (and Sales)
• Classic Marketing vs. Modern Marketing
• Short Reading:  Marketing Myopia
• SWOT Analysis
• Group Exercise:  SWOT
• Short Reading:  Porter’s Generic Strategies
• Market Segmentation:  Theory and Practice

Day 2 (December 20): The Marketing Mix: “Classic” vs. “Modern”

• Product Issues: Innovation
• Product Issues: Branding
• Place Issues: Channel Structure and Terminology
• Place Issues: Multi-Mode Distribution
• Place Issues: Supply Chains and Logistics
• Promotion Issues: IMC and Budgeting
• Promotion Issues: New Media
• Promotion Issues: Sales Promotion to Consumers and the Trade
• Video: Integrated Marketing Communications
• Short Case Discussion: Carrington Furniture
• Pricing Issues: Experience Curve Pricing
• Short Case Discussion: Communications Carriers

 Day 3 (December 21): Quantitative Methods

• The Marketing Research Process
• Data Collection Issues: Primary and Secondary
• Questionnaire Design
• Group Exercise: Questionnaire Design
• Forecasting Overview
• Major Forecasting Methods and Issues
• Group Exercise: Forecasting Problems

Day 4 (December 22): Services Marketing and E-Commerce 

• Services Marketing: How It’s Different
• Strategies for Service Businesses
• Services Quality and Relationships
• Short Reading: Relationships (Turnbull)
• Video: Services Retailing
• Short Reading: Service Blueprints
• Group Exercise: Blueprinting
• Overview of E-Commerce: the Internet and Social Media
• B2C versus B2B
• Government and Regulatory Issues
• Short Reading:  Social Media
• -    Effective Use of Social Media

Day 5 (December 23): Marketing Planning

• Rationale for Planning
• Details of the Planning Process
• Contents of the Plan
• Software Tutorial: Marketing Plan Pro
• Planning Tools: Product/Market Grids, PIMS, Portfolio Models
• Short Reading: PIMS Highlights
• Short Case Discussion: Brand Pipe Co.
• Course Wrap-up and Requested Topics