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POINT PARK UNIVERSITY - PITTSBURGH, PA 15222
SYLLABUS for BMGT 411
Advanced Marketing Management - Fall 2013
A. GENERAL COURSE INFORMATION
Credits: 3
Prerequisite: BMGT 411; Senior Standing
Instructor: Chris Lovett
Department: School of Business
Office Location: The West Penn Building, 603
E-mail: clovett@pointpark.edu, chris.lovett@pnc.com
Phone: 412.680.7739
Office Hours: Before/After Class
Class Meeting: Tuesdays; 6:00PM – 9:00PM
Course Description: Planning and coordinating a dynamic and aggressive marketing campaign and
synthesizing the tools of marketing.
Course Objectives: Upon successful completion of the course, students will be able to:
1. Recognize, define, synthesize and finally apply the various elements of the marketing function to their
business and/or organization.
2. Examine, compare, diagnose, contrast, and criticize the application of recent marketing developments in
topics including:
a. Strategic Planning
b. Competitive Strategy
c. Customer Relationships
d. Market Segmentation
e. Market Research (both quantitative and behavioral)
f. New-Product Development
g. Distribution
h. Product Pricing
i. Advertising
j. Product/Information/Service Mix Strategies
k. Global and Domestic Marketing Management
3. Convey an understanding of marketing’s growing role in present society, within the context of business,
non-profits, and even, the public sector.
4. Comprehend the range of management decisions implicit in the marketing management process, and
recognize the diversity of marketing management talent when (and wherever) they see it.
5. Articulate where marketing, finance, production and organizational behavior converge.
B. REQUIRED TEXTBOOKS
Title: A Framework for Marketing Management
Author: Philip Kotler and Kevin Lane Keller
Publisher Information: Pearson Prentice Hall, 5th Edition, 2012, ISBN-13: 978-0-13-253930-2
Title: The Marketing Plan Handbook
Author: Marian Burk Wood, MBA
Publisher Information: Pearson Prentice Hall, 5th Edition, 2013, ISBN-0-13-307835-3
C. TEACHING METHODS
This course demands your involvement and interaction. All reading assignments should be completed prior
to class to ensure to full participation, understanding and retention of course materials. Your success will
depend heavily on your level of enthusiastic and active involvement.

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D. POLICY ON ATTENDANCE AND LATENESS
Attendance is required because the course is structured to emphasize class interaction. You must
complete your reading assignments prior to class to be prepared to participate in class and be
tested. Absences must be excused, and special arrangements made. Because this is a once-a-week
course, missed class time could have a severe effect on the quality of your final grade. This is a 3-hour
class. Arriving 30-60 minutes late does not constitute full attendance.
E. COURSE REQUIREMENTS
I. MARKETING PLAN: 70 points
Marketing Plan: 35 points
Presentation: 35 points
II. EXAMS: 125 points
Exam 1: 50 points
Exam 2: 25 points
Exam 3: 50 points
III. MARKETING ARTICLE REVIEWS & PRESENTATIONS (5):
50 points
IV. CLASS ATTENDANCE AND PARTICIPATION: 25 points
TOTAL: 270 points
G. EQUIVALENT INSTRUCTIONAL ACTIVITIES (NA)
H. GRADING PROCEDURES
Points will be translated to letter grades in the following manner:
A = 4.0 A- = 3.75 B+ = 3.25 B= 3.00 B- = 2.75 C+ = 2.25 C =2.00 C- = 1.75
D = 1.00 F = Failure I = Incomplete N = No Credit
I. COURSE SCHEDULE AND ASSIGNMENTS
NOTE: Please visit www.pghmarketing.wordpress.com for complete course details, notes, and
interaction.
Week 1 –August 27:
• Review Syllabus
• Review Grading Structure for Course
• Review Project Details
• Review Wood Chapter 1 - Marketing Plan Overview
• Guest Speaker: Wigle Whiskey Project
• Assignments for Next Week:
• Kottler:
• Read Chapters 1-2
• Written Assignment #1: Explore some recent articles around JC Penney. Can you find an
article about their recent struggles with a part of the marketing mix? What could they have done
differently?

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Week 2 – September 3:
• Present First Written Assignments
• Review Chapter Notes:
•Kottler:
• Chapters 1 - Marketing Management Overview
•Chapter 2 - Connecting with Customers
• Answer Project Questions
• Assignments for Next Week:
• Kottler:
• Read Chapters 3, 4
• Wood:
• Read Chapter 2
• Written Assignment #2: Develop a SWOT Analysis for Wigle Wiskey and Present it to the class.
Leverage Wood Chapter 2
Week 3 – September 10:
•Present Second Written Assignments
•Review Chapter Notes:
•Kottler:
• Chapter 3 - Collecting Information and Forecasting Demand
• Chapter 4 - Creating Long Term Loyal Relationships
• Wood:
• Chapter 2 - Analyzing the current situation
• Answer Project Questions
• Assignments for Next Week:
• Study for Test #1
• Kottler: Chapters1-4
• Wood: Chapters 1-2
• Read Chapters:
• Kottler: Chapters 5, 6, 7
• Wood: Chapters: 3, 4
Week 4 – September 17:
• BMGT 411 Test Number 1
• Review Chapter Notes:
•Kottler:
• Chapters 5 - Consumer Markets
• Chapter 6 - Business Markets
•Chapter 7 - Marketing Segments and Targets
• Wood:
• Chapter 3 - Markets and Consumers
• Chapter 4 - Segmenting, Targeting and Positioning
• Answer Project Questions
• Assignments for Next Week:
• Read Chapters:
• Kottler: Chapters 8.9
• Wood: Chapters: 4 (Continued) and 5

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Week 5 – September 24:
• Review results from test
• Review Chapter Notes:
•Kottler:
• Chapters 8 - Creating Brand Equity
• Chapter 9 - Brand Positioning
• Wood:
• Chapter 4 - Segmenting, Targeting and Positioning
• Chapter 5 - Planning, Directing, and Support
• Answer Project Questions
• Assignments for Next Week:
• Read Chapters:
• Kottler: Chapters 10, 11
•Written Assignment #3: Develop a positioning statement using the equation developed in class.
Show an example on the blog of how this brands advertising supports this positioning.
Week 6 – October 1:
•No Class - Invited to hear Guest Speaker on Wednesday Night
• PNC Chief Marketing Officer Karen Larrimer
• Bring a few questions to ask for participation
•Guest Speaker October 2: Point Park University, Academic Hall, 601
Week 7 – October 8:
•Present third Written Assignments
•Review Chapter Notes:
•Kottler:
• Chapter 10 - Product Life Cycles
•Chapter 11 - Managing Services
• Answer Project Questions
• Assignments for Next Week:
• Study for Test #2
• Kottler: Chapters 5-11
• Wood: Chapters 3,4,5
• Read Chapters:
• Kottler: Chapters 12
• Wood: Chapters: 7
Week 8 – October 15:
•BMGT Test #2 - Focus on Kotler Chapters 5-11
•Review Chapter Notes:
•Kottler:
• Chapters 12 - Pricing Strategies
• Wood:
• Chapter 7 - Pricing Strategies
• Individual Student Project Check in - 1:1 time to discuss project
• Assignments for Next Week:
• Read Chapters:
• Kottler: Chapters 13,14
• Wood: Wood Chapter 8

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Week 9 – October 22:
•Review Test #2 Results
•Review Chapter Notes:
•Kottler:
• Chapters 13 - Integrated Marketing Channels
•Chapter 14 - Retailing, Wholesaling, and Logistics
• Wood:
• Chapter 8 - Channel and Logistic Strategy
• Project Check in - Touch Base on deliverables and status of projects
• Assignments for Next Week:
• Read Chapters:
• Kottler: Chapters 15
• Wood: Wood Chapter 10
Week 10 – October 29:
•Review Chapter Notes:
•Kottler:
• Chapters 15 - Managing Integrated Marketing Communications
• Wood:
• Chapter 10 - Planning Metrics for Marketing
• Project Check in - Touch Base on deliverables and status of projects
• Assignments for Next Week:
• Read Chapters:
• Kottler: Chapters 16, 17
•Written Assignment #4: Give an example of a current successful advertising campaign. Why do
you feel it is successful?
Week 11 –November 5:
•Present 4th Written Assignments
•Review Chapter Notes:
•Kottler:
• Chapters 16 - Mass Communications and Advertising
• Chapter 17 - Digital Marketing
• Answer Project Questions
• Assignments for Next Week:
• Read Chapters:
• Wood: Chapters: 9
•Written Assignment #5: Give an example of a company doing social media really well. Who is
their target audience? How do they engage this audience? Through what social media channels
to they use?
Week 12 – November 12:
•Present 5th Written Assignments
•Review Chapter Notes:
•Wood:
• Chapters 9 - Marketing and Influencer Strategy
• Answer Project Questions
• Assignments for Next Week:
• Read Chapters:
•Kottler Chapter 18

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Week 13 – November 19:
•Review Chapter Notes:
•Kottler:
• Chapters 18 - Global Marketing
• Study for Final Exam - Review key topics
• Final 1:1 Check in for projects
Week 14 – November 26: OFF Thanksgiving Break
Week 15 – December 3:
• Final Exam
• Prepare for final presentations
Week 16 – December 11: Final Presentations at Wigle Whiskey
FORMATS FOR ASSIGNMENTS:
Article Reviews:
· To stimulate an awareness and appreciation for today’s marketing environment, each student will
research and submit five (5) marketing articles dealing with marketing management.
· “Marketing Article Reviews” require students to review a recent writing/article in the field of marketing or
related area that pertains to the assigned reading chapters for that week
· Each article is worth 2 points, and items are due on the dates indicated in the course outline
· Article Format:
o Student’s Name
o Article Title
o Source/Publication and Date
o Theme and how it relates to assigned Topic
o Key Points of article
o Your thoughts
o Attach copy of article
· Each student will verbally present their article to the class
· Each student is to place their article on the www.pghmarketing.wordpress.com class blog. Please
include links to all resources in article
· All responses are due by 5:00 pm on day of class for full credit
Marketing Plan: Refer to Marketing Plan handout for complete requirements and details…
J. GUIDELINES FOR FORMAT OF ASSIGNMENTS (ADJUSTED PER, BUT GENERALLY)
1. Papers should always be typed and stapled.
2. Papers should always have title pages listing assignment, date, course and instructor.
3. All pages should be numbered correctly.
4. Spell words correctly (use spell check, proofread papers!)
5. Assignments should be TURNED IN ON TIME. Papers may not be accepted late, and in the
case when they are accepted, one letter grade per day late will be deducted.
6. Double space when appropriate
7. As necessary: Include Table of Contents
8. As necessary: Label different sections of the paper
9. (Indicate other expectations or guidelines)
These guidelines will help your work become more professional. These skills are expected in the
work environment for reports, projects, etc. Unprofessional appearance of work will be graded
accordingly.
K. WITHDRAWAL POLICY
The grade of “W” (Withdrawal) is awarded in cases where unusual circumstances render the
successful completion of course work an impossibility for an indefinite period.

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The schedule for course changes, including withdrawal, is listed on the University website
and published by the Office of the Registrar. Courses may be added or dropped from a
student’s academic schedule online or by completing a Schedule Change form.
After the period specified, the faculty member has the option to give a grade of “W” or “F,”
up to and including the last day to withdraw. Schedule Change forms may be obtained from
the Office of the Registrar. Should a “W” or “F” be placed on a student’s record, it remains a
permanent part of that record.
International students must contact the University’s International Student Office before
initiating a course withdrawal.
Because current and future financial aid may be jeopardized by processing a “W” or “F,”
students are advised to consult the Office of Financial Aid prior to completing the transaction.
L. “I” GRADE POLICY
Students who do not complete a course by the end of the term may request and may be granted,
at the instructor’s discretion, an "I" (Incomplete). The "I" in a given course must be completed
within a period of time set by the instructor. This time period should not exceed one year from the
end of the semester in which the course was taken. Circumstances may dictate policy exceptions.
An Incomplete Grade Request form detailing the conditions under which the "I" is permitted must
be signed by both the student and the instructor. If the agreed upon conditions are not fulfilled, the
"I" grade will be changed to the grade stipulated in section V of the Incomplete Grade Request
form. The student is responsible for contacting the instructor and ensuring that all expectations in
regard to removal of an "I" grade and the completion of a change of grade form are met. The
instructor will complete the change of grade form when all expectations are met.
M. POINT PARK UNIVERSITY POLICY ON PLAGIARISM
Any student found guilty of a breach of ethics will be subject to dismissal from the University.
Breach of ethics includes, but is not limited to plagiarism (the copying of other’s ideas and passing
them off as one’s own); copying or other forms of cheating on examinations, papers, and reports;
the sale, purchase, or distribution of term papers. It is within an instructor’s discretion to impose a
lesser penalty, e.g., “zero” grade on a given assignment. Instructors should take care to document
incidents precisely and notify their department chairperson without delay.
N. POINT PARK UNIVERSITY LIBRARY RESOURCES AND COMPUTER LABS
The Library is located in the University Center at 414 Wood Street. Many resources are available
24/7 through the Library’s web page and if you’re off campus, you can access the databases and
e-books by using your Point Park University e-mail password and log-in. Librarians are available
to help you find the resources you need for your research. Contact the Library at 412-392-3171, in
person, by e-mail at library@pointpark.edu, through IM or by texting to 66746 and starting
question with pointlib.
O. SMOKING POLICY
According to the Smoking Pollution Control Ordinance passed b y the Pittsburgh City Council in
November 1987, no smoking is permitted in the classrooms, hallways, or lobbies, or any other
public area at Point Park University.
P. FIRE DRILLS
Should a fire alarm occur during the class hours, please leave the classroom in an orderly manner
and evacuate the building through the appropriate exit.
Q. STUDENTS WITH DISABILITIES
It is the intention of Point Park University to provide appropriate, reasonable accommodations for
students who are disabled in accordance with the Americans with Disabilities Act (ADA) of 1990.
All campus accommodations are coordinated through the Program for Academic Success (PAS),
located on the 7th floor of Lawrence Hall. Students are responsible for contacting PAS for specific
information on the University’s ADA policy and the procedures for verifying disabilities and
requesting reasonable accommodations. For more detailed information on requesting reasonable

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accommodations, please consult the PAS website at www.pointpark.edu/pas.
R. DISCLAIMER: The instructor reserves the right to modify/change syllabus provisions.