M449 Assignments

MKT. 449

MARKETING MANAGEMENT SEMINAR

ASSIGNMENTS

Spring, 2002

Week of . . .

Jan. 28 INTRODUCTION/ORGANIZATION

Readings:
James, Kinnear & Deighan. PharmaSim, Sections 1 & 2

Feb. 4 SIMULATION

Readings:
James, Kinnear & Deighan. PharmaSim, Sections 3 & 4

Feb. 11 SIMULATION/ ANALYSIS OF CASES
Readings:
Cases in Marketing Management: Analyzing & Learning from Cases
Cases in Marketing Management: Financial & Economic Analysis
Cases in Marketing Management: Exercises plus other problems as assigned.

Feb. 18 MARKETING PLANNING & STRATEGY
Readings:
Carbone, L. & S. Haeckel. "Engineering Customer Experiences"
Marketing Management, V3 (3) 1994. pp. 9-19.
Peppers, D., M. Rogers & B. Dorf. "Is Your Company Ready For
One-To-One Marketing", Harvard Business Review,
January/February, 1999, pp. 151-160.
Sull, D. "Why Companies Go Bad" Harvard Business Review,
July/August, 1999, pp. 42-52.

Case: DEMONSTRATION CASE

Feb. 25 MARKETING PLANNING & STRATEGY (continued)
Readings:
Porter, M. "Strategy and the Internet," Harvard Business Review. Mar., 2001, pp. 63-78.
Kanter, R. "The Ten Deadly Mistakes of Wanna-Dots," Harvard Business Review.
January, 2001, pp. 91-100.
Stalk, G., Evans, P. & L. Shulman. "Competing on Capabilities: The New Rules
of Corporate Strategy," Harvard Business Review, March/April, 1992, pp. 57-69.
Williams, J. "How Sustainable Is Your Competitive Advantage?" California
Management Review. Spring, 1992, pp. 29-51.

Case: WINDSOR MINIATURE GOLF

Mar. 4 MARKETING PLANNING: MARKET SELECTION
Readings:
Kenny, G. & J. Marshall. "Contextual Marketing: The Real Business of the Internet,"
Harvard Business Review, November/December, 2000. pp. 119-125.
Kim, W. & R. Maubrogne. "Creating New Market Space,"
Harvard Business Review, January/February, 1999. pp. 83-93
Reicheld, F. "Learning From Customer Defections," Harvard Business Review,
March-April, 1996, pp. 56-69.
Seybold, P. "Get Inside the Lives of Your Customers," Harvard Business Review.
May, 2001, pp. 80-91.
Treacy, M. and F. Wiersma. "Customer Intimacy and Other Value Disciplines,"
Harvard Business Review Jan./Feb., 1993, pp. 84-93.

Cases: TENDERCARE DISPOSABLE DIAPERS

***** QUIZ # 1 ****

Mar. 11 RESEARCH
Readings:
Burke, R. "Virtual Shopping: Breakthrough In Marketing Research," Harvard
Business Review, March/April, 1996, pp. 120-131.
Ulwick, A. "Turn Customer Input Into Innovation," Harvard Business Review.
Jan., 2002, pp. 91-95.

Case: CASCADE FOODS
THE COORS DISTRIBUTORSHIP

Mar. 18 PRODUCT POLICY
Readings:
"Flops", Business Week. Aug., 16, 1993, pp. 76-82.
Gilmore, J. & B. Pine. "The Four Faces of Mass Customization," Harvard Business
Review. January/February, 1997, pp. 91-101.
Hoffman, D. & T. Novak. "How To Acquire Customers On the Web," Harvard Business Review.
May/June, 2000. pp. 179-188.

Case: INFO TECH PUBLISHING
VANCOUVER PUBLIC AQUARIUM

Mar. 25
*** SPRING RECESS ****

APR. 1 PRODUCT POLICY (continued)
Readings:
Clark, K. & S. Wheelwright, Organizing and Leading Heavyweight Development
Teams," California Management Review.Spring, 1992, pp. 9-28.
Cooper, R. & W. Chew. "Control Tomorrow's Costs Through Today's Designs," Harvard Business
Review, January/February, 1996, pp. 88-97.
Hargadon, A. & R. Sutton. "Building An Innovation Factory,"
Harvard Business Review, May/June, 2000, pp. 157-166.
McMillan, I. & R. McGrath. "Discover your Product's Hidden Potential," Harvard
Business Review, May-June, 1996, pp. 58-73.

Case: ALMA PRODUCTS

Apr. 8 DISTRIBUTION/MARKETING COMMUNICATIONS
Readings:
Dunne, D. & C. Narasimhan. "The New Appeal of Private Labels," Harvard Business
Review. May/June, 1999, pp. 41-52.
Dye, R. "The Buzz On Buzz," Harvard Business Review, January-February, 1997, pp. 39-50.
Jochimsthaler, E. & D. Aaker. "Building Brands Without Mass Media," Harvard
Business Review, November/December, 2000, pp. 139-146.

Case: KIRIN BREWERY

***** QUIZ #2 ****

Apr. 15
DISTRIBUTION/MARKETING COMMUNICATIONS (continued)
Readings:
Buzzell, R. & G. Ortmeyer. "Channel Partnerships Streamline Distribution," Sloan Management
Review. Spring, 1995, pp. 85-96.
Evans, P. & T. Wurster. "Getting Real About eCommerce," Harvard Business
Review. November/December, 1999, pp. 84-94.
Fisher, M., A. Raman & A. Sheen-McClelland. "Rocket Science Retailing Is Almost Here: Are
You Ready?," Harvard Business Review. July/August, 2000, pp. 115-124.

Cases: HOME GROCER.COM
CREATING A WEBSITE FOR MEDISYS GROUP, INC.

Apr. 22 PRICING
Readings:
Baker, W., Marn, M. & C. Zawada. "Price Smarter On the net,"
Harvard Business Review. Feb., 2001, pp. 22-27.
Nagle, T. "Managing Price Competition," Marketing Management Vol. 2, (1),
1993, pp. 36-44.
Smith, G. & T. Nagle. "Frames of Reference and Buyers' Perceptions of Value,"
California Management Review, Fall, 1995, pp. 98-116.
Wiegand, B. "Buy In-Follow On Strategies for Profit." Sloan Management Review,
Spring, 1991, pp. 29-38.

Cases: COLGATE PALMOLIVE: CLEOPATRA
NOTTOWAY PLANTATION

Apr. 29 PLANNING/IMPLEMENTATION
Readings:
Gallagher, K. & C. Weinberg. "Coping With Success: New Challenges for Non-Profit
Marketing," Sloan Management Review. Fall, 1991, pp. 27-42.
Grant, A. & L. Schlesinger. "Realize Your Customer's Full Profit Potential," Harvard
Business Review, September/October, 1995, pp. 59-72.
Ward, S., L. Light & J. Goldstine. "What High Tech Managers Need To Know About Brands,"
Harvard Business Review. July/August, 1999, pp. 85-95.

Case: EVERGREEN PAPER COMPANY

May 6 ETHICS IN MARKETING MANAGEMENT
Readings:
Badaracco, J. "We Don't Need Another Hero," Harvard Business Review.
Sept., 2001, pp. 120-126.
Badaracco, J. & A. Webb. "Business Ethics: A View From the Trenches," California
Management Review, 37 (2) Winter, 1995, pp. 8-28.
Gellerman, S."Why 'Good' Managers Make Bad Ethical Choices," Harvard Business
Review, July/August, 1986, pp. 85-90.

Case: ETHICAL DILEMMAS IN MARKETING RESEARCH

***** QUIZ #3 ****

May 14 REVIEW AND RECAP

TEXTS:
Kirchner, D. (Ed.) Readings In Marketing Management, 16th Ed.,
2002.
Kirchner, D. (Ed.) Marketing Management: Selected Cases, New York: McGraw-Hill/
Irwin - Primus Publishing, 2002.
James, S., T. Kinnear & M. Deighan. PharmaSim, Charlottesville,
VA: Interpretive Software, Inc., v.2.35, 2001.

INSTRUCTORD. Kirchner
OfficeBB 4155
Hours:
Tuesday1515 - 1630
Wednesday1800 - 1845
Thursday1515 - 1615
. . . and by appointment
Phone (voice mail) (818) 677-4998
Phone (Department)(818) 677-2458
Emaildon.kirchner@csun.edu
Webhttp://www.csun.edu/~vcmkt005/index.html

NOTE: Students achieving an average grade of "B" on all work completed as of the last class meeting may be excused from the final examination. The final course grade will be determined by the weighted average of all work assigned and completed at that time. Plus/minus grading is not employed in the calculation of final grades.

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(Revised: 1/21/02)