Textbook Information
Kotler, P., Keller, K. L. & Chernev, A. (2022). Marketing Management (16th ed.). Prentice Hall. ISBN-13: 978-0-13-588715-8
Published Remarks
Instructor will provide instructions for purchasing any necessary materials from Harvard Business Online.
Hardware Requirements
Software Requirements
Proctored Exams
Course Description
Course Overview
This course is a graduate-level project management elective designed to expose project managers to strategic issues in marketing, opportunity recognition, and new product/service development. Marketing is presented as more than a business function; rather, as a philosophy of doing business. Students will be exposed to marketing management concepts and techniques in both domestic and international markets. The linkage between marketing and project management will be highlighted as well as their joint impact on developing new products and services.
Identifying opportunities, developing strategies, and designing processes for the creation of new products, are key responsibilities for both entrepreneurs and managers in established firms. Developing new products and services is also fraught with risk, however: an overwhelming majority fail when introduced to the market. New product development is thus a joint challenge of marketing end effective project management. This course is about improving the odds of placing winning bets on new products and services. Strategies and processes for new product/service development will be the core of the course.
Course Objectives
By the end of this course, you should be able to:
- explain marketing management concepts and techniques,
- articulate the role of marketing management and its impact on developing successful business strategies – in particular, new product or service innovation,
- describe the linkage between marketing and project management as well as their joint impact on developing new products and services, and
- apply the concepts of marketing management to your businesses and jobs.
Course Structure
The course is structured around 6 modules. The first four models have content related to marketing, project management, and new product development. Module 5 provides an opportunity for students to investigate the linkages between project management and marketing via the Ford Edsel case. The last module is the new product development project and it lasts four weeks. The modules consist of three to four chapters each. The textbook chapters will be supplemented with some assigned readings. The lessons in each module highlight specific aspects of the chapters or offer additional insights on each topic. Spread throughout each lesson are sections entitled “Food for Thought,” which offer some questions or issues for you to consider. Hopefully, you will find them thought provoking.
- Module 1: Defining Marketing for the 21st Century
- Module 2: Market Opportunity Analysis
- Module 3: Product and Service Management
- Module 4: New Product and Service Development
- Module 5: Marketing and Project Management Linkages – The Ford Edsel
- Module 6: New Product or Service Innovation Project
Structure of Lessons
The official position is that the lessons complement the textbook. The lesson plans generally are structured as follows:
- Module Objectives
- Lesson Content
- References
Assignments
#1 Mini-Discussion Forums
- Personal Introduction and Marketing Experience: Mini Discussion ForumWhen participating in the discussion make sure you include the following:
1) About you: Introduce yourself – include details such as where you live, current employment, family, etc.
2) Dream Job: When you were 6 years old, what did you want to be when you grew up? How does that dream match up with where you are today or where you hope to be in the future?
3) Outcome: Describe one outcome that you would like to see from this course.
4) Marketing experience: Tell us if you have ever worked in the marketing field and where. In your current position, do you interact with marketing professionals? If so, please describe.
#2 Major-Discussion Forums
We will hold 5 discussion forums that focus on more complex topic that integrate Marketing and Project Management:
- Module 1: Delving into the Marketing – Project Management Connection: Discussion Forum
- Module 2: American Dream Mall
- Module 3: Walt Disney
- Module 4: New Products and Services
- Module 5: Ford Edsel
#3 Food for Thought (FFT) Reaction Paper
Throughout the lessons in this course are sections entitled, “Food for Thought” (look for the banner throughout the modules). These sections are filled with current-day issues or application of text material. Their intent is to be thought provoking and spur discussion. During the semester, choose one FFT and write a response/reaction. The course summary and/or assignment details include the deadlines for the FFT submission.
#4 Final Project
The final project has two objectives:
- Provide you with an opportunity to apply course theory and concepts to a real-life product or service in the marketplace.
- Allow you to integrate your experiences, interests, background, and knowledge into course content and exchange ideas.
#5 Current Events Application: Bonus Opportunity
Throughout the semester, I will post current events on the Announcement Board (e.g., two times per week). Research shows that students who read about business applications are 10 times more likely to engage in class material. I think that current events are one way to make course material come to life. I encourage you to respond by going to the Current Events Board in each module. Feel free to post your own examples. Respond to your classmates. Make it a lively discussion! Each student has the opportunity to earn up to 15 bonus points for their activity (3 points for Modules 1-5).
Grading
| Assignment | Point Value |
| Canvas Quiz: Module 1 |
30 |
| Canvas Quiz: Module 2 |
30 |
| Canvas Quiz: Module 3 |
18 |
| Canvas Quiz: Module 4 |
12 |
| Cumulative Quiz: Module 5 |
50 |
Mini-Discussions:
|
20 20 |
Major-Discussion Forums: |
|
| Discussion Board: Module 1 |
65 |
|
Discussion Board: Module 2 |
65 |
| Discussion Board: Module 3 |
65 |
| Discussion Board: Module 4 |
65 |
| Discussion Board: Module 5 |
65 |
| Food for Thought |
30 |
| New Product/Service Innovation Proposal |
25 |
| New Product/Service Innovation Project Deliverable |
100 |
| Total Points |
660 |
| Bonus: up to 15 points for Current Event Discussions |
Grading Scale
| Grading Scale | |
| 94.00 and Above |
A |
|
90.00-93.99 |
A- |
| 87.00-89.99 |
B+ |
| 83.00-86.99 |
B |
| 80.00-82.99 |
B- |
| 77.00-79.99 |
C+ |
| 70.00-76.99 |
C |
| 60.00-69.99 |
D |
| Below 60 |
F |