Capstone Course
MKTG 494Syllabus

Specifically, the purpose of this course is to further develop your marketing knowledge and problem solving skills. The primary methodology used for this objective is strategic case analysis. You are expected to analyze each case within its particular environmental dimensions and to be prepared each class period to communicate your analysis and enter class debate. In sum, you are to view each case as a problem that you are employed to resolve. It cannot be overly emphasized that this methodology requires a sustained effort on your part, learning will be an interactive process rather than a passive experience. You will be on stage the moment that you walk into the classroom. You should feel free to challenge politely all assertions made by either myself or your fellow students. What is desired is that you develop your own personal algorithm and style of problem solving. As such, your goal is to develop and organize a series of queries that you ask yourself when defining a problem context. Each case will expand your ability to do this. Importantly, you are also expected to integrate all of your business and other relevant knowledge into your marketing analysis. For example, if you see an income statement, remember that you have had accounting and finance courses. Communicate clearly both in writing and verbally.
The course will topically focus on strategic analysis, innovation and technology, and international business. While specific problems require local solutions, all thinking should occur within a global context. To enhance the international and technological context of the course you are also expected to read a paper each day paying particular attention to the front and business sections. You are urged to treat the beginning of each class period as an "open mike" to inform, discuss, or comment on any relevant issue. Of particular interest will be issues of trade, culture, technology, and economic markets. What of NAFTA three years later? What does the CPI really measure? What is happening with emerging markets? What is the meaning of the Western Hemispheric Summit? What effects will the "Euro" have in the EC? How will the Asian financial situation affect the US economy? Anti-trust and Microsoft? Cable or satellite? Read. And read some more.Los Angeles Times MSNBC USA Today
Group Term Projects. There will be two group projects requiring different interactions. The first will be a group presentation (4 to 5 members per group) of a case problem where group members act as consultants and present their analysis and recommendations to other student groups that assume the role of management of the hiring company: (Click on "Class 13: Presentation I" Hyperlink below for details of this presentation.) The second group project has entirely different dynamics. This project requires a dyad of two individuals to collaborate on a term paper: Click here for Term Paper Details.

1. Introduction

2. Case: Montabert
"Marketing Myopia" - Theodore Leavitt, (HBR 1966)
"The Concept of Strategy" - Igor Ansoff
Video: "Triumph of the Nerds" Part I

5. Case: Optical Distortion Inc.

6. TEST I Results are in!

 7. International Perspectives: Up To Date Foreign Trade Statistics
"Power and Policy: The New Economic World Order" - Schwab & Smadja, (HBR, Nov.-Dec., 1994).
"Does Third World Growth Hurt First World Prosperity?" - Krugman, (HBR, July-August 1994).
"Putting Global Logic First" - Kenichi Ohmae, (HBR, Jan. - Feb., 1995)
"Troubles Ahead For Emerging Markets" (HBR)

8. Case: Citibank: Launching the Credit Card in Asia Pacific (A) Citibank WEB

9. SERVICES: Case: Club Med Club Med WEB

10 FINAL RANKINGS ALL SCORES

12. Term Papers Due: Open "mike" discussion of papers. Does not have to be formal presentation but
an informal "round-robin" discussion.

 13. Presentation 1

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