Value-Based Marketing Fall 2009

MARK 6305 SECTION 7QA: VALUE-BASED MARKETING
FALL 2009

CONTACT INFORMATION

Professor: Dale D. Fodness, Ph.D.
e-Mail: dfodness@gsm.udallas.edu (always include “MARK 6305” in subject line for class-related communications)
Phone: 817-919-4533; Fax: 972-721-4007
Office: 120 Braniff
Office Hours: via email 24/7; Skypename: dfodness, available for IM or call whenever logged in
LinkedIN: Feel free to look me up at www.linkedin.com/in/dalefodness
e-College Site: http://imba.udallas.edu
e-College Help: 7 by 24 help with technical questions: helpdesk@imba.udallas.edu or toll free 1-877-476-4622

COURSE DESCRIPTION

This course takes a strategic approach to value/profitability in marketing management and focuses on the fundamental need for
businesses to attract, satisfy, and retain customers. Prerequisite: MARK 5F50 Foundations of Marketing

COURSE OBJECTIVES

Students who successfully complete this course will develop the knowledge, skills and ability necessary to:
1. Focus profitably on customer relationships, customer satisfaction, and customer value
2. Connect marketing decisions with financial implications
3. Apply ROI concepts and practices for delivering higher levels of marketing productivity and profitability

REQUIRED TEXT
Title: Market-Based Management: Strategies for Growing Customer Value & Profitability, 5e
Author: Roger J. Best
ISBN: 0132336537
Publisher: Prentice Hall Publication Date: 2008
Text website: http://www.rogerjbest.com/mbm5/

Recommended Texts (Alternative Perspectives on Marketing ROI)

• Lenskold, James D. (2003). Marketing ROI: The Path to Campaign, Customer, and Corporate Profitability. McGraw Hill.
Author website: http://www.lenskold.com/overview/roi_book.htm
• Jagpal, Sharan (2008). Fusion for Profit: How Marketing and Finance Can Work Together to Create Value. Oxford University
Press, USA. Author website: http://fusionforprofit.com/default.aspx

MARK 6305 - Value-Based Marketing - Dr. Fodness - Page 1 of 7

COURSE TOPICS & SCHEDULE

Unit Start Date End Date* Course Topics Text Readings** Deliverables***
• Customer focus & profitability
• Customer retention
1 Aug 22 Sep 4 B-1&2
• Customer loyalty
• Marketing performance & metrics
• Customer experience & value
• Value creation
2 Aug 29 Sep 11 B-4&5 Term project prospectus
• Needs-based market segmentation
• Customer relationship marketing
• Market definition, potential, demand,
share, & analysis
• Product life cycle
3 Sep 5 Sep 18 B-3&6
• Competitive advantage
• Competitor analysis
• Industry analysis
• Exam #1 – over all material to this
4 Sep 12 Sep 25
point
• Portfolio analysis
• Strategic market planning
5 Sep 19 Oct 2 B-11,12&13
• Offensive strategic market plans
• Defensive strategic market plans
6 Sep 26 Oct 9 • Building a marketing plan B-14 Industry analysis
• Product positioning, differentiation,
branding and product line strategies
7 Oct 3 Oct 16 B-7&10
• Marketing communications and
customer response
• Value-based pricing & pricing
strategies
8 Oct 10 Oct 23 B-8&9
• Marketing channels & channel
mapping
• Marketing performance metrics
9 Oct 17 Oct 30 • Marketing strategy implementation B-15&16 Marketing plan
• Marketing & financial performance
• Return on marketing investment
10 Oct 24 Nov 6
• Marketing balanced scorecard
11 Oct 31 Nov 13 • Values-based marketing
• Exam #2 – over all material since exam
12 Oct 31 Nov 13
#1
* The end dates listed above indicate when unit assignments are due. This includes class discussions, deliverables & exams.
** Best, Market-Based Management (B)
*** Detailed assignment instructions for each deliverable are posted on the course Home Page.


ASSIGNMENTS AND EVALUATION

Assignments

• Class Discussions (20% of your course grade) Much of the value of your value-based marketing course results from
interactions with the ideas and insights of others in the class. To facilitate this exchange of knowledge, in each unit
(including the assessment units 4 and 12) we participate together in an asynchronous (i.e., not in real time) class discussion
focused on a specific topic from the unit. I'll typically begin the discussion by posting a question / topic and you will respond
by posting your ideas and opinions on that topic. Each discussion is designed to build on the foregoing course materials to
provide you with applications of your increasing value-based marketing knowledge base.

General guidelines for class discussions:

In general, writing a page or more for your initial response is too long and only writing a couple of sentences is not enough.
It takes approximately 300 to 400 words to adequately convey your ideas in your initial posting, and roughly 200 to 300
words to comment about another classmate's response in your subsequent postings. Your performance on this assignment
will be graded as follows:

Grade (pts) Class Discussion Performance Criteria
F
Complete lack of contribution or participation in 50 percent or more of the Class Discussions.
(0)
C Substantive responses to the stated questions / issues in over 50 percent of Class Discussions, but with
(140-159) little or no interaction with other students.
B Substantive responses to the stated questions / issues PLUS at least one substantive response to
(160-179) another student's point-of-view in a majority (75 percent) of Class Discussions.
Substantive responses to the stated questions / issues, substantive responses to other students'
A
points-of-view, PLUS contributing substantive questions to move the discussion forward in nearly
(180-200)
all (90 percent or more) Class Discussions.

Exams (50% of your course grade) There are two exams over the course materials (primarily the textbook), which may
consist of objective (multiple choice, true-false) and / or subjective (case analyses, essay questions, etc.) questions. Material
covered on each exam is indicated on the course Schedule. Exams are self-administered from the course Web site. Be sure
to familiarize yourself with this function at the Student Orientation section of the course site. There you can also find
information on how to check on your scores after the exams, i.e. the Grade book. Each assessment unit (units 4 & 12)
contains full exam instructions and a hot link to the online exam. Enter the assessment units as they open according to the
Schedule to access this information and link. Exams are available during the entire period that the assessment unit is open
and must be completed on or before midnight of the end date for the unit. Unless otherwise instructed, you will be allowed
to enter the exam itself only once during the period that the assessment unit in which it is found is open. The objective
portion of an exam will be a timed event. Unless otherwise noted, exams are closed book, closed-notes, and closed-mouth
and cover the assigned materials specified in the Schedule. Be familiar with these materials prior to taking the exam. The
time allotted to the objective exams has been set to reward those who have done a thorough job of mastering the course
materials prior to the exam and to ensure that those who have not adequately prepared will not have sufficient time to
consult the course materials for answers during the exam itself.

• Term Project: Prospectus (2.5%) + Industry Analysis (12.5%) + Marketing Plan (15%) (total: 30% of your course grade)
This assignment will enable you to identify and apply the most basic skill sets required of marketers. Understanding exactly
what goes into industry analysis and marketing planning will be of a great benefit to you whether or not you are "directly"
involved in the marketing function. The term project for this course is a team effort (teams are self-selected) and has three
sequential components:
(1) Prospectus: The prospectus is due early in the term and provides details on team membership and the Web 2.0
industry chosen as the subject of your term project. (See Supplement: Term Project Industry/Business Selection)
a. 1-2 pages
b. 25 points; 2.5% of final grade


c. Due date: Midnight on the last day of Unit 2
d. Submit to: Public Document Sharing area & email invitation for review to class
e. …followed by…
(2) an Industry Analysis: The industry analysis, due approximately half-way through the term, is a comprehensive
examination of the industry, not business, you have selected as the subject of your term project.
a. 10-15 pages
b. 125 points; 12.5% of final grade
e. …followed by…
(3) a Marketing Plan: The marketing plan, due near the end of the term, builds on your industry analysis and outlines your
plan for the marketing of a business (real or fictional) within the industry selected as the subject of your term project.
a. 25 PowerPoint slides or less (format for marketing plan is PowerPoint notes pages, see example in text)
b. 150 points; 15% of final grade
Each of the three components of the term project is graded separately, and the three scores are summed to count as your
overall term project score. It is IMPERATIVE that prior to embarking on this project you CAREFULLY review Chapter 14:
Building a Marketing Plan in the textbook. Detailed instructions can be found at the course homepage including
information on Team Formation. At the end of this syllabus see Term Project Industry/Business Selection

GRADING AND GRADE SCALE

Your course grade will consist of the following opportunities to exhibit your mastery of the course content. No individual extra-
credit assignments are available. The following table shows the exact weight of each component of your final grade.

Grading Item Individual or Team Work Points Available Percent of Course Grade
Prospectus Team 25 pts 2.5%
Exam #1 Individual 200 pts 20%
Industry analysis Team 125 pts 12.5%
Marketing plan Team 150 pts 15%
Exam #2 Individual 300 pts 30%
Class Discussion Individual 200 pts 20%

The official GSM grading scale will be used and is as follows:

Grade Grade Points 100-point Scale*
A 4.0 93-100
A- 3.7 90-92
B+ 3.3 87-89
B 3.0 83-86
B- 2.7 80-82
C+ 2.3 77-79
C 2.0 73-76
C- 1.7 70-72
D+ 1.3 67-69
D 1.0 63-66
D- 0.7 60-62
F 0.0 <=59
FA 0.0 Failure because of excessive absences or
failure to withdraw from the course.


*As a percentage of total points possible for the course.

LIBRARY

The William A. Blakley Library is a valuable resource for this course, providing access to the articles in the VBM Reader as well as
many electronic databases that will be useful research tools for this course. The library’s website for electronic databases and
subject guides is http://www.udallas.edu/library/guideselect.cfm. Your UD network login and password allow access to library
resources from off-campus. For username and password assistance, please contact the GSM Computing Center at 972-721-5030 or
libacct@gsm.udallas.edu.

COMMUNICATION GUIDELINES AND EMAIL PROTOCOL

Email protocol: Always include “MARK 6305” in the subject heading of your email to me.

Experience with online courses, as well as student feedback, indicates that one of the keys to managing our online learning
environment is frequent, controlled communication. Our weekly class discussions provide a forum for focused dialogue each week in
an asynchronous format. We will also use email frequently. Because you and I need a well-balanced life outside of this course and
because we are all overloaded by email, we will follow these important guidelines when communicating with one another regarding
this course:

 For any questions, problems, or concerns with the course content or schedule, you should email me directly. You are also
welcome to call me at 817-919-4533.
 If your question relates to a technical problem with the eCollege system, email (helpdesk@imba.udallas.edu) or phone
Help Desk (1.877.GSM.IMBA).

If your email address changes during the trimester, go to the "User Profile" tab on your IMBA homepage and enter your new email
information. If you do this, there is no need to inform the instructor, as the changes will be made automatically.

It is expected that all participants in this course will follow conventions of professional courtesy in all email messages and
communications with one another, with the instructor and with Help Desk personnel. If any communications are deemed
inappropriate or offensive by the instructor (i.e., abusive, sexist, racist, threatening, etc.), such messages will be forwarded to the
Dean's Office for appropriate action, not excluding expulsion from the course and the Graduate School of Management.

Privacy of communications with the instructor

Under no circumstances will any communication with the instructor regarding any aspect of this course be treated as confidential or
privileged communications. The instructor reserves full rights to use any and all student communications in any manner deemed
necessary.

POLICY ON ACADEMIC HONESTY

All students are responsible for familiarizing themselves with the University’s policy on Academic Honesty. Please review the entire
Academic Honest policy at the following URL: http://www.udallas.edu/gsm/academics/academicpolicies.cfm#ACH and in the current
University of Dallas General Bulletin. The following is reproduced from the Bulletin:

Plagiarism and cheating are extremely serious offenses and are not tolerated in the Graduate School of Management. Students who
admit to having committed such offenses, or who are found guilty of them by the Academic Review Board, are subject to dismissal by
the GSM Dean.


Plagiarism. Plagiarism—an attempt to claim as our own, ideas or writings that originate with others—is a serious offense against the
academic community. Plagiarism is not lessened by paraphrase or even by an extensive rewriting of another’s work. Whenever ideas
or words are borrowed, the student must give credit by citing the source. All credentialed sources of information must be
documented in order to give proper credit to the author. In addition to traditional sources of information (e.g., books, journals,
magazine and news articles), this includes information accessed electronically through the Internet or other sources.

A student who submits plagiarized work (or whose name is included on a team submission that contains plagiarized work) is subject
to disciplinary action as described in detail in the University of Dallas General Bulletin.

Cheating. All work performed by a student to satisfy course or degree requirements must be the student’s original work. This
includes courses taught in any type of environment, including over the Internet. When plagiarism or cheating is found to have
occurred, the student is subject to immediate dismissal from the Graduate School of Management, and the grade for the course or
the work submitted is subject to change. If a degree or certificate has already been granted at the time the violation is discovered,
the degree or certificate shall be revoked, regardless of the time that has passed.

If you at any time submit work that was prepared by another student or another person (even if only in part) as your own, or if you
in any way solicit or lift information from another student during an exam, or if you use external reference material without prior
instructor permission, or if you plagiarize or fail to provide sufficient citation of the original author, the instructor will: (1) assign an
“F” as your final grade for the term, and (2) notify the GSM Dean’s Office so that a formal procedure will be instituted.

Academic integrity standards and consequences apply to all dimensions of student behavior, including but not limited to assignment
submissions, attendance records, and statements or representations about your own or another’s performance.

POLICY ON DISCRIMINATION AND EQUAL OPPORTUNITY

The University of Dallas is an equal opportunity, co-educational and Catholic institution of higher learning. It is open to students and
faculty of all faiths and does not discriminate in admissions or employment on the basis of race, color, sex, age, disability, or national
origin.

POLICY ON THE AMERICANS WITH DISABILITIES ACT

The University of Dallas Graduate School of Management complies with the Americans with Disabilities Act in making reasonable
accommodations for qualified students with disabilities. Please present your written accommodation request to your professor and
to the ADA Coordinator (972-721-5382) before the second class unit.

POLICY ON ONLINE PARTICIPATION AND ATTENDANCE

Attendance and full participation in all course units is required. Attendance will be monitored with logged-time records.
Participation includes all unit assignments and activities and all virtual discussions. Because this is an asynchronous course,
attendance must be distributed throughout the week and cannot be limited to a single sign-in at one point during the week.
Provisions will not be made for make-up activities, discussions or other assignments due during the unit’s week.


Supplement: Term Project Industry / Business Selection

For your term project, I have asked you to first select an industry in which to conduct your industry analysis and then select a
company from that industry for your marketing plan. Further, both your industry and company must be selected from the Web 2.0
marketspace. Since the Web 2.0 industry and its associated businesses may be less familiar to many of us I'll provide you with a
perspective from Forrester Research. The book Groundswell: winning in a world transformed by social technologies written by two
Forrester researchers contains a very reasonable taxonomy of Web 2.0 industries and companies.

Most definitions of the term "industry" include the notion of a "space" in which companies compete. And what they compete for, at
least in my opinion, is the opportunity to provide the best solution to customers' problems. In Groundswell, Web 2.0 technologies
are grouped according to how (and why) people use them. Each of the following categories represents (for our purposes) an
industry. I'll provide examples of sub industries and companies competing in those areas. For your term project, select one of the
following industries or sub industries (the more focused you are, the better) to analyze and then look at the competitors I've listed
(and find others) to determine whether you want to do a marketing plan for an existing company or for a start-up in that area. To
ensure an informative mix of projects, there can be no more than one team per sub-industry (i.e., only one team can do social
networks, virtual worlds, etc. The first team to specify their choice in the introductory class discussion gets rights to that topic.

1. Industry: People Creating Sub-industries & representative companies: blogs (Blogger, Typepad, Wordpress, etc.), user-
generated content (YouTube, MetaCafe, Gather, Helium, etc.), podcasts (Singularity, IT Conversations, In Our Time, etc.)
2. Industry: People Connecting Sub-industries and representative companies: social networks (MySpace, Facebook, LinkedIn,
etc.), virtual worlds (Second Life, Cyworld, OpenSim, WeeWorld)
3. Industry: People Collaborating Sub-industries and representative companies: wikis (Wikipedia, Conservapedia, wikiHow,
etc.), open-source (Linux, Apache, Firefox)
4. Industry: People Reacting to Each Other Sub-industries and representative companies: forums (tivocommunity.com,
quickbooksgroup.com, etc.), ratings and reviews (PlanetFeedback.com, epinions, rottontomatoes.com, expotv.com)
5. Industry: People organizing content Sub-industries and representative companies: tags (Digg, delicious.com)

Here is an interview from a Forrester VP talking to the CEO of a company in the People Connecting (community) space.

http://www.youtube.com/watch?v=oW-PBYCLnZw

I've pulled together some resources below to start exploring Web 2.0, its industries and companies. This is a dynamic area and
content tends to get dated rapidly. If you have any questions and insights, please be sure to post them in our "Questions" discussion
so that we can all benefit from your thoughts.

 When techies talk about Web 2.0 they tend to focus on the enabling technologies (AJAX, blogs, RSS, wikis, XML, Atom, etc.)...
 http://www.youtube.com/watch?v=0LzQIUANnHc
 and marketers like to talk about Web 2.0 tools (social networking sites, blogs, podcasts, etc.).
 http://video.google.com/videoplay?docid=-4379407413504809142&hl=en
 Even anthropologists have an opinion about what Web 2.0 means for society.
 http://www.youtube.com/watch?v=NLlGopyXT_g
 Visionaries (?) are even telling us that Web 2.0 is yesterday's news and we need to start thinking in terms of Web 3.0.
 http://www.youtube.com/watch?v=WIm5txBm1YA

Here are a few links from my Web 2.0 favorites list.

 All Things Web 2.0
 Go2Web2.0.net (loads slow but worth it; don't abort the script when asked)
 Web 2.0 Journal
 What is Web 2.0? (BNET)


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