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Berkeley EWMBA 206 - Marketing Organization and Management

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Case Preparation and Mechanics (Please also read the Haas note on cases “How to make the case method work for you” on the course web-site)Step 1, Individual Preparation:Step 2, Group Discussion:After your individual preparation of a case you will benefit a lot by discussing your case analysis with your group. This group discussion is recommended for all cases except for the case which has been assigned as individual graded assignments. In this group discussion you should try to see whether your colleagues have alternative points of view and understand the rationale for such viewsClass ParticipationWritten AssignmentsDETAILED OUTLINE OF SESSIONSBrief outlineHaas School of BusinessUniversity of California at BerkeleyMarketing Organization and Management (EWMBA 206-2B)Fall 2007Instructor: Professor Ganesh IyerOffice: F699Phone: 643-4328Email: [email protected]: T, 6.00 – 9.30 PMFaculty Assistant: Doanna Seaward, Tel (510) 642-2734, [email protected] Hours: Tuesdays 5.30 PM to 6.00 PM. Any other times may bescheduled by appointment. You may, of course, reach me by email orphone. Course web-site: http://groups.haas.berkeley.edu/marketing/COURSES/ewmba206_fall07.htmlText Book: Marketing Management 12e, Philip Kotler and Kevin Keller.1.0 Course Objectives:As the core marketing course in the Haas EWMBA program, Marketing Organization and Management is a survey course designed to provide students with an understanding of the basic concepts of marketing management and experience in making marketing strategy decisions. Specifically, the course will cover issues relating to the marketing concept, designing marketing strategy, and implementing marketing tactics. The treatment will be both conceptual as well as with an emphasis on managerial decision-making.2.0 Readings The readings for the course and the cases will be contained in the course packet.In addition there will be recommended readings from the Kotler and Keller text book.Some additional readings will be handed out in the class.3.0 Class Format: The course will make a mix of lectures, in-class exercises and the case method.The weights used in arriving at the final grade for the course will be as follows:ClassParticipation20%Twowrittencasebriefs(individual)20%Groupassignment20%Finalexam40%Case Preparation and Mechanics (Please also read the Haas note on cases “How tomake the case method work for you” on the course web-site)Full preparation by all class participants is essential to have fruitful classdiscussions. Merely reading the case will not be enough. The successful use of thecase method depends on careful and thorough preparation, and active classparticipation. Therefore the quality of your preparation and the resulting participation2will be a determinant of the grade received in the course. Step 1, Individual Preparation:It is recommended that you first prepare each case through a minimum of tworeadings. It is best to first read the case quickly to develop an overview and then readthe case more thoroughly a second time. This second reading will help you to identifythe problem and the major issues. Make any notes and mark-up the case to helpstructure the facts. Once you have a good grasp of the case fundamentals, you canaim to develop specific recommendations for the problem that you have identified andto answer the discussion questions that I will provide for every case. Developalternative solutions to the problem and debate the pros and cons of each solution.Consider the course material covered up to that point in time and the assignedreadings (if any) for the day. As is often the case in actual practice, cases may nothave all the data you would like. Nevertheless, an important part of the learning isbased upon your developing a reasoned plan of attack based upon available data. Inthe class discussion, I will try and build an analysis of the situation and address theproblems and issues in the case. Each person must be prepared to share her (his)individual views with the class. The objective of the class discussions is to examine allaspects of the situation: facts, suppositions, alternatives or final action. My task asthe instructor is to facilitate the discussion and pull together the prevailing views andthe important themes of the case. The overall quality of the discussion, however, isthe collective responsibility of the entire class.Step 2, Group Discussion:After your individual preparation of a case you will benefit a lot by discussingyour case analysis with your group. This group discussion is recommended forall cases except for the case which has been assigned as individual gradedassignments. In this group discussion you should try to see whether your colleagueshave alternative points of view and understand the rationale for such views A typical request at the end of a case discussion is: What is the answer? Themight not always be a single correct answer. In most case discussions there can beseveral viable "answers/alternatives" that are developed and supported by differentparticipants in the class. What is important, therefore, is an understanding of therationale for each alternative and the pros/cons of pursuing competing alternatives. Class Participation Class participation will be graded after each class meetings. Please expect to be cold-called in this class. Lack of preparation can hurt your class participation grade. The characteristics of effective class participation are suggested by the following three questions. 1. Do the comments show evidence of analysis of the case and does it add to ourunderstanding of the problem?2. Does the participant go beyond simple repetition of the case facts and move theclass into new territory? 3. Is the participant a good listener? Are the comments linked to relevant commentsmade by others? I will assume that you have read the reading assignments before coming to class. 3For each class, you should be prepared to discuss materials related to both the previous lecture and the assigned readings. I will also assume that you have thoroughly analyzed all cases and the assigned case questions and are prepared to discuss them in class. Please display your name card. Given that class participation is critical for this course your attendance is


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Berkeley EWMBA 206 - Marketing Organization and Management

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