Course Syllabus

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MARKETING MANAGEMENT (MGMT E-6000, Section 1)

Spring 2015

(If you want to download a PDF of this syllabus (REVISED 2/16/2015), click Printable Syllabus Version)

Instructor: Carol Ann Clem

How to Contact the Instructor

Class Meeting Time: Mondays, 7:40 – 9:40 p.m.    

Class Location: William James Hall 105

REQUIRED MATERIALS: See Textbook & Coursepack.

 

COURSE OBJECTIVES

The primary objectives of the course are to enable you to: 

  • Gain a solid understanding of key marketing concepts and skills.
  • Appreciate how important effective marketing is (and how interesting and fun it can be).
  • Apply marketing skills to diverse products, services, and situations.
  • Develop strong marketing plans and persuasively communicate your recommendations and rationale.
  • Evaluate and develop marketing messages and communications.

 

OVERVIEW OF CLASS TOPICS

Topics covered include strategic planning and marketing planning, market research, buyer behavior, features and benefits, competitive positioning, market segmentation and target marketing, marketing of products, marketing of services, pricing, distribution, and marketing communications, including advertising, public relations, social media, direct marketing, sales promotions, and personal selling.

 

TEACHING STYLE

I greatly enjoy doing, teaching, and continually learning about marketing and make each class as lively and interactive as possible. A partner in a marketing consulting firm, I have over twenty-five years of experience developing and implementing marketing strategies, action plans, communications, and research.  The course is designed to be very practical so that students can apply what they learn in class to a wide variety of products and services.

 

OVERVIEW OF GRADING

  • Two one-page case analyses of Harvard Business School cases (1st paper 10%, 2nd paper 15%)
  • Examples of effective marketing: Analyses (maximum of one-page each) of examples that you select in the following seven areas: marketing research, name and positioning tagline, product or service, pricing strategy or tactic, website, social media or publicity, and online or print advertisement (20%)
  • Group project: Five-page marketing plan (plus appendices) for a product, service, or organization of your group’s choice and PowerPoint presentation outlining the marketing plan (25%)
  • Class preparation and participation (30%)

For more information about grading policies, see Detailed Grading Information.

 

INTRODUCING CANVAS: HARVARD'S COURSE WEBSITE & LEARNING MANAGEMENT SYSTEM

To learn more about Canvas, Harvard recommends that students visit the following links: 

Introduction to Canvas Checklist for Students

Canvas 101 for Students

The Harvard Guide to Using Canvas for Students

 

 

Course Summary:

Course Summary
Date Details Due