Welcome to the Marketing Stream of "Markets and Marketing". This course represents an exciting on-going effort to integrate Marketing and Microeconomics. We plan to get a lot of extra mileage out of this combination, in addition to providing you with an excellent introduction to Marketing practice.

Mkt 7000 Course Objective.

This course is designed to introduce the key concepts of marketing practice and to provide opportunity to work with them in realistic case settings. These concepts are spelled out in detail the early readings in the course and reinforced through a variety of readings, cases, worksessions and team assignments throughout the rest of the course. The cluster approach will permit integrating these concepts with the insights of rigorous microeconomic analysis.

Course Materials and Textbook:

The course materials consist of the Kotler's Marketing Management and Course Pack available at the Babson Bookstore, additional materials that will be distributed in class, and materials that will be available on the course Website: http://faculty.babson.edu/isaacson/   Students are also encouraged to follow current marketing events in publications such as The Wall Street Journal, Business Week, and The Economist.

Course Requirements/Grading.

Grading in the course will be based on a several brief homework assignments, two mid-term papers (20%), a team final exam (25%), participation in icampus (20%), and class participation (35%). Team grades may include an element of peer evaluation, to be explained in class. In order to pass the course, a student must complete all assignments and the examinations in a timely manner.

Graded Homework

Assignments will be made on the course Website. Submissions will include r participation in Web-based discussion and Team presentations. Students who will be out of town should make arrangements with the instructor in advance.

Policy on Graded Homework. Students are generally expected to complete written homework assignments on an individual basis, unless the assignment specifies otherwise.

Exams:

The mid-term papers will consist of a  double-spaced, 1" margin, Memos to Management, recommending action and will be due at 6:30 pm on the dates specified in the Syllabus.

The final exam is scheduled for the final Saturday morning  and will consist of Team Presentations. Teams will be formed in class in advance. Each presentation will take about 20 minutes including questions. All Team members will participate. Additional information will be provided in class.

Non-Graded Homework and Class Preparation.

In addition to the graded homework sets, each week’s assignment sheet suggests study questions. These are intended to help guide your preparation – but they are not intended as an outline of the class discussion. The discussion will start where these questions leave off.

Your preparation should get you ready to open the class with a 5 to 10 minute presentation of the case situation.  This should include a definition of the key issues raised, a concise analysis of the data relevant to resolving these issues, and your conclusions about what the company should do. Then, as the class progresses, you should be prepared to contribute new ideas of your own and support or challenge the ideas of others. Early in the semester the analytic work may be relatively unsophisticated, but it should get stronger over time. Please come to every class prepared to ask questions and share your analyses.

The instructor reserves the right to "cold call" upon individuals for participation at any time, so please let me know in advance if you are unprepared.

Make-up Exam Policy: Make-up exams will only be granted to a student with a legitimate excuses who contacts me before the scheduled exam or, in case of emergency, as soon as possible after the exam.

Honesty Code

Students are expected to adhere to all aspects of the Bason code of conduct.  If you have any questions about that, please raise them with me.

Office Hours:

Before Class, or by appointment.

A Personal Note

On a personal note, I would like to get to know as many of you as possible. Please drop by or call me. My personal preference is to be called by my first name -- so please call me Larry.

I am looking forward to working with you in this exciting new approach to this material.

Larry