COURSE NUMBER: EWMBA206-1B

COURSE TITLE: Marketing Management

UNITS OF CREDIT: 2 Units

INSTRUCTOR: Miguel Villas-Boas

E-MAIL ADDRESS: villas@haas.berkeley.edu

CLASS WEB PAGE LOCATION (HTTP URL): http://faculty.haas.berkeley.edu/villas/E206/

MEETING DAY(S)/TIME: Mondays, 6:00 p.m. - 9:30 p.m.

PREREQUISITE(S): None

CLASS FORMAT: Mixture of lectures and cases

REQUIRED READINGS: Textbook, cases, and course reader

BASIS FOR FINAL GRADE: Case project, Market research project, and final

ABSTRACT OF COURSE'S CONTENT AND OBJECTIVES:
Course Syllabus
EWMBA 206, as the core marketing course in the MBA program, is a survey course designed to provide students with an understanding of the basic concepts of marketing management and experience in making marketing decisions. Specifically, the course will cover issues in analyzing market structure and consumer behavior, researching and selecting marketing opportunities, developing marketing strategies, and planning marketing tactics. This treatment will be largely from a practical perspective, and the emphasis is on managerial decision-making.

The course consists of case analyses and lectures. Case analyses are a critical component of the learning process for this course, and students are expected to come to class fully prepared for each case discussion. You will be graded on the quality of your class participation following each case discussion, which will be the major determinant of the final participation grade. In addition, you can expect to be called upon, at random, to present your case analysis and contribute during the subsequent discussion. Given the nature of the course and in order not to disrupt case discussions, students should expect to attend every class, arrive on time, and stay until the end. Absence from class will be sufficient for adjusting the class participation grade.

In this class you will be asked to do a group market research project, and one individual case report. For the market research project each group should prepare (typed) written reports (up to 6 pages + exhibits), and will make brief oral presentations to the class summarizing their reports. More details on the content and structure of the market research project and the individual case report will be provided in class.

BIOGRAPHICAL SKETCH:
Miguel Villas-Boas has been Professor of Business Administration at the Haas School of Business, University of California, Berkeley, since 1991. He holds a Licenciatura in Economics from Universidade Católica Portuguesa, a MBA from INSEAD, a M.Sc. in Economics from the New University of Lisbon, and a Ph.D. in Applied Economics from the Massachusetts Institute of Technology. He has done consulting in banking and telecommunications. His research interests include competitive strategy, design of marketing organizations, customer relationship management, customer recognition, and product line design. His research has appeared in several journals, including Marketing Science, Management Science, Journal of Economic Theory, RAND Journal of Economics, Journal of Marketing Research, and Journal of Economics and Management Strategy. He is an Area Editor at Marketing Science, an Associate Editor at Quantitative Marketing and Economics, and is in the Editorial Board at the Journal of Marketing Research, and the International Journal of Marketing Research.