This page serves as the landing page for MBA 6400 - Marketing Management - at Otterbein University and includes content associated with this unique course. There are three required texts, including:
- MM4 by Iacobucci
- Principles of Marketing Engineering 2nd edition by Lilien, Rangaswamy, De Bruyn
- Simulation manual
Assignments related to the case, nature of marketing 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.
Additional resources devoted to:
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:
• 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 is intended to stimulate the use of critical thinking through analysis. The presentations are intended to stimulate the use of critical thinking through discussion.