Course Syllabus


Required TEXT: Philip Kotler and Kevin Lane Keller, A Framework for Marketing Management, 5th Edition Pearson Prentice-Hall, Inc., 2009. ISBN 13: 978-0-13-253930-2 You may go to  to purchase the eText (electronic version) or or a hard copy; rent or borrow. Your choice. You are responsible for the topics and content in the 5th edition.

Required CASES: You will be provided with a list of Cases from various sources that you are required to read and analyze as part of your team and individual course assignments. The average price of a Case is $3 to $6 for each case. However, most course materials are available through the FGCU Library and other public access sources.

Required READINGS: The Wall Street Journal, The New York Times, The Financial Times, Advertising Age, Marketing News, Brandweek, Forbes, among others and supplemental materials posted/linked on Canvas.

COURSE DESCRIPTION: Explores managerial aspects of the marketing of goods and services in a global economy. Analysis of operational and strategic planning problems confronting marketing managers. Topics include consumer behavior, target market identification and selection, product development and commercialization, pricing, distribution. Introduces emerging marketing technologies, and reinforces the importance of ethics and social responsibility in the orderly operation of the market system.


CANVAS LMS: This is the primary web board for access to course information, assignments, team collaborations, course modules and folders, discussions forums, chat, email, and grades. You can access Canvas either from the FGCU home page or directly from your browser (MAC and Safari users do check compatibility. Use Mozilla Firefox or Google Chrome as preferred browser.). Whether you are new to Canvas or simply let it slide out of your memory, complete Help and Tutorials are on the opening page, including downloadable apps for mobile devices. It is important that your participation be reflective of the materials from the assigned textbook chapters and outside readings. In graduate classes, most learning occurs by incorporating theory, current business practices, case studies, and what’s in the news. Discussion Forums should be regarded as an opportunity to put the pieces of your "marketing knowledge” together in a meaningful and coherent manner. Feel free to bring discussion points or answers to the attention of the class in Canvas discussion forums and periodic Chat Sessions. Written assignments are graded electronically. The grades will be posted to the grade book located in Canvas. Individual work will be either sent directly to the individual. Team Assignments are also graded electronically and graded copies will be posted to the Team File. Therefore, it is very important that all work be prepared using only MS Word. Ungraded cases will be available for peer review and can be used in forums, cases, or other course work with proper attribution.


The course will provide you with…

  1. Tools and techniques that constitute the strategic planning process in marketing.
  2. Information necessary to make informed product, promotion, distribution and pricing decisions; and
  3. Insights required for decisions concerned with the identification and selection of target markets and the strategies appropriate for identifying and capitalizing on market opportunities.


By the end of the semester, students will be able to:

  • Describe the elements of marketing, the environments, and their relationship to the practice of marketing.
  • Differentiate between the concepts of mass marketing, segmentation, target marketing, differentiation, and positioning.
  • Illustrate a framework and the theoretical perspectives relevant to ethical marketing decisions
  • Explore the marketing mix and the development of pricing strategies, marketing channel networks, and marketing communications.

This course also addresses a number of learning goals for our MBA program. With respect to these students upon completion of this course should be able to:

  • Be Leaders who can manage and communicate in complex and diverse business environments.
  • Be Ethical in solving problems within a framework that incorporates legal, ethical, social, and environmental considerations.
  • Have the ability to learn and Adapt to change in solving problems in new situations.
  • Consider the Diverse demographics and environments of organizations in decision-making.

Presence, Preparation, Practice, and Participation.


Due Dates

All coursework are due on the days scheduled. Any changes in schedule/due dates will be posted and/or emailed. Failure to complete or submit/post an individual assignment will result in no credit, "0". Failure to complete or submit a Team Assignment will result in no credit, "0" for each Team Member.



No Extra Credit or Extra Work is given to satisfy course requirements, missed assignments, or improve final grades.




Writing Policy, APA Style Citations, Document Format

All Written assignments are scored electronically. The scores are posted to the grade book located in Canvas. Therefore, all work must be prepared using only MS Word.All students are expected to communicate effectively in written English. Proper attention to grammar, spelling, punctuation, and proofreading is required. Assignments with two or more errors on any assignment will lead to a reduced grade.

  1. Each team member will earn the same score for each team assignment. Someone should do a final check…
  2. All assignments are to be in MS Word only, unless you are instructed otherwise or when using media specific formats and software.
  3. Format: Use 1.25" margins all around; 11-point type, double space; new paragraph indent .3” tab .  This format is for all submitted work except the Final Project.  This format facilitates feedback.
  4. You must USE PAGE NUMBERS.
  5. Students must submit their work with your team name and team members' last name, case number, and case name in the header of the document.
  6. Do not write in the First Person (I, we, us, our, etc.).
  7. All students are expected to communicate effectively in written English. Proper attention to grammar, spelling, punctuation, and proofreading is required. Assignments with inadequate attention to syntax and mechanics of language will receive a lower grade.
  8. All citations must adhere to the American Psychological Association 6th Edition citation style   A hyperlink alone is not a complete reference.
  9. No Wikipedia and No Encyclopedias and No Dictionaries for sources or citations.
  10. Typically, two or more serious errors on any assignment will lead to a reduced grade.
  11. All work is submitted to via Canvas.

PLAGIARISM Please remember that plagiarism is a serious offense and will not be tolerated. Plagiarism in projects will result in a failing grade and may lead to more serious consequences. Therefore, your projects must be original material. To check your work, a box will be available for your work.

TURNITIN.COM Students who take this class must be prepared to submit electronic copies of some or all assignments to for the detection of plagiarism. The University expects that all students will be evaluated and graded on their own work. If you use language, data, or ideas from other sources, published or unpublished, you must take care to acknowledge and properly cite those sources. Failure to do so constitutes plagiarism. Papers that are submitted to become part of the student paper database solely for the purpose of detecting plagiarism. If you choose to request that your paper(s) not become part of the student papers database this must be communicated to me in writing by the second week of the course. All subsequent written work will require the cover page and first cited page of each reference source to be photocopied and submitted with the each paper, report, or proposal.

Composition of Course Grade

Assignments Format/Type 100%
Brief Case Analyses Written/ 3-team; 1-individual 25%
Full Case Analysis Written/team 15%
IssuesDF_Lead Group Discussion Forum/group 15%
IssuesDF_Replies Discussion Forum/individuals 10%
Final Project - Proposal Written/team 35%
Final Project - Deck PowerPoint/team   5%


Lutgert College of Business grading policy for all Graduate programs, can be found at

At the end of the semester, your officially assigned grade for the course will be available via Gulf line at  Please note that grades will not be e-mailed or released over the phone. An “Incomplete” grade will only be given in accordance with University policy.

E-Mailing the Instructor

Because of the number of e-mails that I handle on a daily basis, it is important that you make it easy for me to identify that the e-mail is from someone from this class. Therefore, please help me to be more responsive by(1) using Canvas for course emails (I will respond within 36 hours), and (2) if it is urgent, place the identifier in the subject line as follows: MAR6805 – “ your subject” and send it to the address. This will help me to respond more readily and in a timely manner.

CHAT Sessions

Manadatory Chat Sessions will be scheduled prior to the first brief case, the full case, brand name product selection discussion for the final project.

Other Chat Sessions will be scheduled as requested by the team or needed and required by the instructor.



Four short cases incorporate reading material from the text, discussion forums, chats, readings on CANVAS, and other credible sources. Analysis will be scored based on clear and concise critical thinking, research to support your thinking, and use of credible sources in addition to references to material in your text. Simply defining terms and concepts, “quoting the text/textbook authors”, using an encyclopedia, or pseudo-marketing sites/blogs is unacceptable. (Details in Module; Rubric for each Brief Case). Teams are self-selected. Three members per Team. You will have to the opportunity to select your own team. You must use APA style for citations No cover page is needed; names are listed on the first page in the header. No appendices. All cases must be uploaded by the due date in the appropriate.  Email submissions will not be accepted.

  • One Brief Case will be an Individual effort and written-up in 4-5 pages max (reference citation page(s) are not included in the 5-Page max., number all pages. Your work, your grade.
  • Three Brief Cases will be Team cases. Each Team effort will include a 4-5 page max (reference citation page(s) are not included in the 5-Page max, number all pages.


This case is a Team Effort. It is longer and more challenging. The analysis will require more extensive use of information and materials not included in your textbook. This case write-up will be 10 pages without an appendix. Use APA style for citations or a hard copy is available in the FGCU library. Your names are on the first page in the header. All course work is submitted as attachments in MS Word only to Canvas. Email submissions will not be accepted.


This is a semester long team project. You will have the opportunity to select and work with a brand-name consumer product and develop a preliminary marketing plan proposal to solve a marketing problem. Complete details and instruction will be posted to Canvas by October. Team Chat sessions are encouraged and will be scheduled immediately following a your review of the requirements and expectations.


Four sessions, four different groups will start, lead, and moderate an Issues Discussion Forum. The IssuesDF Leaders will start each IssuesDF with a posted article, full citation and link, a summary, and some to stimulate a discussion. You may select topics appropriate and relevant to marketing and course material (Details in the Module). The objective is to explore the many aspects of marketing management in relatively real time and current events. Of course, IDF contributions are key to discussions of current events, and to help improve or innovate cases analysis.  Students not in a Lead Group are required to participate and respond in each IDF (Details in the Module).  IssueDF Group Leaders and Responders will be randomly clustered after the first add/drop course selection date.


Based on their contributions to group efforts, you will be asked to allocate points among students who you have worked with on the team. Your evaluation of your peers will be kept confidential.  The more yo feel an individual contributed to the group effort, the higher the number of points your should allocate to him or her.  Evaluation that are far above or below the mean will require brief written justifications.

Peer feedback score can directly raise or lower your individual grades.  Please be aware that the majority consensus among team members will have the most significant effect.  Majority consensus with clear explanations is also likely to influence the instructor's impressions of the individual's contribution to the cases and the final project.  If the vast majority of one's team feels that an individual performed significantly above or below the mean, that individual's final semester score will definitely be affected.

A sample PE form is post on Canvas.  Each team member must complete and upload one evaluation for each case and the final project by the same due date and time. Failure to submit a PE will reduce each case score by one (1) point an the Final Project by two (2) points (five points total for the course). The reduction will be reflected only at the end of semester in the final grades.

Academic Behavior Standards and Academic Dishonesty

All students are expected to demonstrate honesty in their academic pursuits. The university policies regarding issues of honesty can be found in the FGCU Student Guidebook under the Student Code of Conduct and Policies and Procedures sections. The FGCU Student Guidebook is available online at  “All students are expected to demonstrate honesty in their academic pursuits.” The University Policy on Academic Honesty will be adhered to in this class. For further information on your responsibilities as students, and the consequences for violating the policies see the FGCU Student Guidebook. "Students agree that by taking this course all required papers may be subject to submission for textual similarity review to for the detection of plagiarism. All submitted papers will be included as source documents in the reference database solely for the purpose of detecting plagiarism of such papers. Use of the service is subject to the Terms and Conditions of Use posted on the site."

Participation, Absences, Religious Holidays

Lack of participation will affect and lower your final course grade. All students at FGCU have a right to expect that the University will reasonably accommodate their religious observances, practices, and beliefs.

Disability Accommodations Services

FGCU, in accordance with the ADA and the university’s guiding principles, will provide classroom and academic accommodations to students with documented disabilities. If you need to request an accommodation in this class due to a disability, or you suspect that your academic performance is affected by a disability, please contact the Office of Adaptive Services in Howard Hall 137. The phone number is 239-590-7956 or TTY 239-590-7930

Course Summary:

Date Details