Endicott College

Beverly, Massachusetts
Van Loan School of Graduate and Professional Studies Course
Syllabus

Course No. BUA560 OL

Course Name: Marketing and Customer Value Management
Credits: 3
Class Type: Online
Semester and Year: Summer 2017
Faculty: Brendan Cronin MBA
Office Location: AC106F
Telephone: 978-232 3195
Email: [email protected]
Office hours: Via email and on Canvas

Catalog Description:
Marketing management fundamentals are discussed as a process that explains the dynamic relationships
between corporations and their target markets and audiences. Analysis, planning, implementation, and
program management are emphasized throughout the course as support functions for corporate strategy
focusing on customer value. The major objective of this course is to understand the relationship between
corporate (umbrella) strategies and brand strategies that offer their customers emotional and physical
value.

Learning Outcomes:

 Understand the process of marketing dynamics in organizations

 Understand the purpose and role of marketing in several contexts
 Apply research and planning skills to marketing activities
 Identify and evaluate market opportunities
 Identify and maximize target markets
 Understand and coordinate marketing techniques

Teaching/Learning Strategies:
Teaching strategies for this course will include: facilitated discussions online (via Canvas), case study
analyses, and analytical interpretations of current customer relations strategies in a recovering economy.

Required Reading:
Textbook: eBook.
Market-Based Management, Sixth Edition
Strategies for Growing Customer Value and Profitability
Roger J. Best
Available at: https://www.vitalsource.com/products/market-based-management-roger-best-
v9780133467802

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Discussions:
These will be assigned from the text book and will form the basis of online discussion in addition to
assignments.

Evaluation Methods
Class participation:
Both individually, and as part of the support system for your classmates, it is expected that you participate
in the class and voice your opinion on article reviews and current events discussed in class This means
that when students participate, they must demonstrate that they have done the work, and can effectively
contribute to an outstanding learning environment. Please discuss, ask questions and share your ideas and
thoughts with the class. We learn from each other.

Grading will be based on the timely submission of the following products for evaluation (specific
requirements and expectations of faculty will be posted on Canvas: Detailed descriptions and expectations
of each assignment are posted in the relevant week on Canvas.

Individual class participation 10%

An overview of market orientation and market performance 10%
Market Analysis 15%
Marketing Mix Strategies 15%
Strategic Marketing 15%
Marketing Plans and Performance 15%
Case Study Analysis 20%
Grading System

Letter Numerical Equivalent Grade Point

Grade Value

A 94-100 4.0
A- 90-93 3.7
B+ 87-89 3.3
B 84-86 3.0
B- 80-83 2.7
C+ 77-79 2.3
C 74-76 2.0
C- 70-73 1.7
D+ 67-69 1.3
D 64-66 1.0
D- 60-63 0.7
F Below 60 0.0

ADA Policy:
If you as a student qualify as a person with a disability as defined in Section 504 of the Rehabilitation Act
of 1973, the Americans with Disabilities Act (ADA) of 1990, the Americans with Disabilities Act
Amendments Act of 2008 (ADAAA), you are strongly encouraged to register with the Center for
Teaching and Learning. The Center for Teaching and Learning is located in the Diane M. Halle Library
room 201 and online at: www.endicott.edu/academicresources.

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As a student registered with the Center for Teaching and Learning, it is your responsibility to present your
accommodation letter to your instructor at the beginning of each semester

Academic Integrity:
Please be aware of Endicott College’s academic honesty policy. Cheating/Plagiarism (to include the cutting
and pasting of unmodified code from the internet) is grounds for failure in the class, and possibly academic
dismissal.

Course Expectations:
This course is a 3-credit course, which means that students are expected to do at approximately 23 hours
of course-related work each week of the 6-week term. This includes work done completing assigned
readings, studying for test and examinations, preparing written assignments, and other course-related
tasks.
*Please see the description and explanation of AIE”s in the appendix.

Students must review the Academic Calendar published by the Registrar’s Office online at:

http://www.endicott.edu/Undergrad/Academic-Calendar.aspx

Class attendance is expected of all students. Students must plan accordingly.

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Week One:
Student Preparation:
Read chapters 1-2 (Part 1)

An overview of market orientation and market performance

Faculty will lead an introductory discussion on Canvas on the importance of customer satisfaction and its
connection to profitability. The monitoring process and company response will be explored.
Topics for discussion will include (but not limited to) the following concepts:
 Shareholder value
 Customer focus
 Avoiding myopic decision making
 Customer dissatisfaction
 Customer lifetime value
 New-to-the-world Products
 Managing customer loyalty
 Strategies for maximizing profit
 Current articles relevant to the weekly topics

Individual Assignment 1
An overview of market orientation and market performance
Each student will choose a company they will work with and use as an example during the course. The
company or products/services must be associated with a real organization and be relevant to its existing
product line(s). In addition, the concepts in the course must be relevant to this company and interwoven in
this paper.

The objective of this assignment is to identify aspects of customer satisfaction, how they affect customer
retention and how the latter delivers higher customer profits due to a longer customer life – longevity.

Homework:
Assignment I (An overview of market orientation and market performance)
Participation in the discussions on Canvas

Format: APA,
Font: Times New Roman Size 12, paper length, 5-6 pages. Cover page and reference page are additional
pages and should not be included in the page count.
It is expected that papers contain the proper terminology as used in the text. Refrain from pasting in
excerpts from the textbook as this will diminish your grade and could result in a failing grade.

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Week Two:
Student Preparation:
Read chapters 3-6 (part 2)

Market Analysis
Discussion on how to innovation change the market. How does product lifecycle affect prices demand and
customer expectations. Strategies for market segmentation will also be explored
Topics for discussion will include (but are not limited to) the following concepts:

 Product market vs. product life cycle

 Price performance and value creation
 Identify value drivers
 Customer relationship management
 Competitors and their strategies
 Barriers to entry
 Barriers to exit
 Relevant articles posted by faculty

The objective of this assignment is – from a management perspective – to identify external and internal
marketing metrics which provide a market- based view of company performance. This includes both
forward and backward looking metrics.

Homework:
Assignment II (Management and the Creative Process)
Participation in the discussions on Canvas.

Format: APA,
Font: Times New Roman Size 12, paper length, 5-6 pages. Cover page and reference page are additional
pages and should not be included in the page count.
It is expected that papers contain the proper marketing terminology as used in the text. Refrain from
pasting in excerpts from the text as this will diminish your grade and could result in a failing grade.

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Week Three:
Student Preparation:
Read chapters 7-10 (part 3)

Marketing Mix Strategies

Discussion on product positioning, branding and product line(s). How do companies decide where to
position their product(s) in the market? Strategies for cost-based vs. market-based pricing will also be
explored

Topics for discussion will include (but are not limited to) the following concepts:
 Brand strategies and product positioning
 Brand name development:
 Creating a new brand name
 Protecting the brand name
 Life cycle pricing
 Internet pricing/marketing
 Breakeven analysis
 Stimulating customer action
 Promotional price elasticity
 Customer response
 Relevant articles posted by faculty

Homework:
Assignment III (Marketing Mix Strategies)
Participation in the discussions on Canvas

The objective of this assignment is to realize that a new product is not conceived and executed by one
department in a company. Continuing with the same company, apply the concepts in this week’s reading
to the conception and evolution of pricing and price elasticity. As you follow the different concepts and
models through the chapters and hence the evolution of the new product, apply them to the product –
ending with the “Stimulating Customer Action” in Chapter 10.

Format: APA,
Font: Times New Roman Size 12, paper length, 5-6 pages. Cover page and reference page are additional
pages and should not be included in the page count.
It is expected that papers contain the proper marketing terminology as used in the text reading for this
week. Refrain from pasting in excerpts from the text as this will diminish your grade and could result in a
failing grade.

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Week Four:
Student Preparation:
Read chapters 11-13 (part 4)

Strategic Marketing

Discussion on market attractiveness and competitive position within the marketing mix strategy and
performance plan. How do companies enter new markets or emerging markets to gain market share?
Topics for discussion will include (but are not limited to) the following concepts:
 Building a market plan
 Performance roadmap
 Portfolio Diversification
 Strategic plan
 Market share vs. revenue per customer
 Protecting market share
 Harvest or divest for cash flow
 Relevant articles posted by faculty

Homework:
Assignment IV (Strategic Marketing)
Participation in the discussions on Canvas

The objective of this assignment is to put you in the position of the decision maker of development of a
product/service strategic plan if you intend to beat the competition, or in the case of Toyota, revolutionize
a market forever.

Format: APA,
Font: Times New Roman Size 12, paper length, 5-6 pages. Cover page and reference page are additional
pages and should not be included in the page count.
It is expected that papers contain the proper marketing terminology as used in the text. Refrain from
pasting in excerpts from the text as this will diminish your grade and could result in a failing grade.

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Week Five:
Student Preparation:
Read Chapters 14 – 16 (part 5)
Read selected articles on Canvas

Marketing Plans and Performance

Discussion on understanding the importance of the marketing plan and its macro effect on the company,
its product and the ROI. A situation analysis will be explored as well as the effects of a SWOT and
performance review.
Topics for discussion will include (but are not limited to) the following concepts:

 Leveraging core competencies

 Performance and strategy implementation
 Resources allocation
 SWOT analysis
 Marketing Metrics
 Usage barriers
 Forward looking metrics
 Backward looking metrics
 Customer performance Metrics
 Customer satisfaction
 Customer retention
 Financial performance metrics
 Shareholder metrics
 Relevant articles posted by faculty

Homework:
Assignment V (Marketing Plans and Performance)
Participation in the discussion on Canvas

The objective of this assignment is to realize the value of a marketing plan to the organization – a view of
the broader picture and its value and contribution to the overall strategic plan by avoiding a myopic
approach to developing markets and hence ongoing customer value.

Format: APA,
Font: Times New Roman Size 12, paper length, 5-6 pages. Cover page and reference page are additional
pages and should not be included in the page count.
It is expected that papers contain the proper marketing terminology as used in the text. Refrain from
pasting in excerpts from the text as this will diminish your grade and could result in a failing grade.

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Week six:
Student Preparation:
Read case study
Relevant articles posted by faculty

Case study: Customer Lifetime Value (CLV)

The objective of this case study is – for you in the position of CEO – to realize that each customer has a
projected future value to the company. The value can be diminished by many factors which we have
discussed during the course. But the value can also be enhanced, hence adding value to the company and
affecting shareholder value, which is a major responsibility for the CEO – and an expectation, by Wall St.

Homework:
Faculty will assign a case study analysis.
Assignment VI (case study analysis: Customer Lifetime Value)
Participation in the discussion on Canvas

Format: APA,
Font: Times New Roman Size 12, paper length, based on the case study questions. Cover page and
reference page are additional pages and should not be included in the page count.
It is expected that papers contain the proper marketing terminology as used in the text. Refrain from
pasting in excerpts from the text as this will diminish your grade and could result in a failing grade.

Subject to Change Statement:

At the discretion of the instructor, content and evaluation methods contained within this syllabus may be
changed to accommodate the progress of the class.

Appendix A
Summary Table of Course-Related Work for 3-credit Courses in Varying Formats

Student workload expectation for 3 credit course In-Class Outside- Total Total
Hours of-Class Hours per Hours per
(weekly) Hours Week Course
(weekly)
Fall/Spring semester course meeting standard 3-day 3 6 9 135
or 2-day meeting pattern
Fall/Spring semester course meeting with non- Varies Varies 9 135
standard meeting times
6-week accelerated face-to-face meeting 4 18.5 22.5 135
6-week fully online course n/a 22.5 22.5 135
3-week Winter session face-to-face meeting 8 37 45 135
3-week Winter session fully online course n/a 45 45 135