Welcome to MBA 6400 - Marketing Management - at Otterbein University. In this course, we will explore the nature of competition and how marketing relates to the firm’s competitiveness in the market. There are two required texts, including:
Marketing Strategy by Pamatier and Sridhar
For additional reading, these three texts are suggested
A General Theory of Competition by Hunt
Marketing Theory (3rd ed) by Baker and Saren
Principles of Marketing Engineering and Analytics (3rd ed) by Lilien, Rangaswamy, De Bruyn
Assignments related to the case, nature of competition essay, and reflection essay are available by clicking this link. The datasets used for cluster analysis, multidimensional scaling (MDS), and conjoint can be accessed by clicking on this link. Content related to the simulation can be accessed by clicking on this link. In this folder, you can retrieve all the instructions, manual and case, out of class assignments, and items related to the critical incidents. Finally, the course syllabus is available by clicking this link.
Students are strongly encouraged to consult these resources to help them succeed in the course.
Description & Objective
The primary objective of the course is for students to learn about marketing strategy. To explore this topic, we will begin with a firm. What is the purpose of the firm? Why do some firms perform better than other firms in the marketplace? These questions serve as our starting point for understanding several concepts, including: • What is marketing? • What is the role, purpose, and function of marketing? • How does marketing interact with other functional areas including finance, research and development, sales, shipping and receiving, etc? This course will provide exposure to theories about competition because we need a common language and common framework to answer the above questions. We will explore these theories through class discussion, presentations, and a simulation. Assignments and discussion provide an opportunity for you to apply this common language and common framework. Finally, this course will encourage students to develop their critical thinking skills. The simulation and analytics package are intended to stimulate the use of critical thinking through analysis and to develop recommendations supported by analysis.