MG 150 / MK 160
Marketing, Organizations and Behavior
Monday 12:45-3:25 C 209 MG+MK Tuesday 12:45-2:00 G 122 MG Thursday 12:45-2:00 C 209 MK
Dr. Debbie Easterling MOR 239 891-2276
OH: M 3:25-4:30/ Th 2:10-3:30
Dr. Diane Kellogg AGC 322 891-2531 OH: M 11-12:30/ Tu 2-3
Marketing and Management both rely on an understanding of human behavior. Whether one is concerned about working with others effectively inside an organization, or dealing with the marketplace of consumers and customers outside the organization, having an understanding of psychology and social behavior is of central importance. By clustering these two courses we hope to give students a more rich understanding of both content areas.
We will use the double block on Monday to introduce concepts that have relevance to both marketing and management, then each instructor will use a single session (Kellogg on Tuesday; Easterling on Thursday) to apply those concepts in a more specific way to each discipline.
Marketing by Keegan, Moriarty, and Duncan Essentials of Organizational Behavior by Stephen P. Robbins Participant's Manual for The Organization Game Write to the Top by Deborah Dumaine
Some additional cases and handouts will be distributed as needed.
An all-day simulation--The Organization Game--is scheduled for:
Friday, October 14, from 8:30-4:30. Participation is required. Students who cannot attend on this date because of a last minute emergency can take an Incomplete and participate in the Game next semester. Please change sections now if you know that you cannot attend on October 14.
You are taking one six-credit integrated course and will receive one grade for all six credits. Because Dr. Easterling is responsible for your learning in the marketing area, and Dr. Kellogg is responsible for your learning in the management aspects of the course, each will independently evaluate your work in their area, as outlined below:
Dr. Easterling Dr. Kellogg
Participation + preparation 20% 10% Analysis of The Organization Game 10% Motivation Project 10% Final Paper: Organization Diagnosis 20% Marketing Project: 30%
Participation and Preparation
You will be expected to prepare each case thoroughly, and to read the assigned chapters in each textbook thoroughly. While both professors will attend Monday sessions and be able to evaluate your participation in discussions, Dr. Kellogg will be responsible for the Tuesday sessions and may give unannounced multiple-choice quizzes to assure that you are reading the MG chapters. Dr. Easterling will use quizzes for Thursday sessions on MK chapters.
Analysis of The Organization Game
You will be creating an organization as a class: producing products, evaluating your own success, rewarding and motivating workers, establishing marketing plans, and implementing programs. The "Game" will be played over several hours time, but will result in your having an opportunity to analyze your own experience, and the organization itself.
One of the concepts most important to all managers and to the marketing function in particular is motivation. To increase the depth of your understanding of motivation, you will be asked to analyze a situation where you are now involved in trying to motivate others to do something (e.g., to help you with a service-learning project, to change their way of doing things, to come on time to meetings, choose any situation you want to learn more about). You will then make a plan (1 page), implement that plan, and write an evaluation (3 pages) of your personal success in motivating others. You will be evaluated on your plan, your implementation, and your ability to analyze why your plan did or did not work.
Final MG Paper: Organization Diagnosis. This is an invitation to you to apply course theory to a real experience you have had in an organization. You may select a place of employment, a club, a volunteer organization, or your family. Create sections for your paper to coincide with the concepts/chapters covered in the course. Better grades will go to papers which look at these concepts in depth and offer insights on additional aspects of organizations which seem particularly relevant to achieving a good understanding of the organization you are diagnosing. Use the chapter titles as subheadings for your paper to help you organize your thoughts and present them in a systematic way. Use Write to the Top standards for business writing.
Bentley College is a business school working to improve the social consciousness of its graduates such that when they enter the business world they will be more aware of the needs of society, and will have a sense of responsibility toward disadvantaged population groups. At Bentley, Service Learning has contributed much toward the achievement of this goal. However, to date, there has been little formal measurement of the overall effectiveness to which Bentley or the Service Learning Project is meeting this particular goal.
In project teams you will be doing a complete marketing research project related to Service Learning at Bentley. Assume that you have been hired (as marketing consultants) by the college to determine student perceptions of, attitudes toward, and participation in Service Learning projects. Additionally, the client (Bentley College) would be interested in learning about particular outcomes of Service Learning experiences. That is, they would like to know what long-term changes have occurred in student's professional behavior as a result of their participation in Service Learning.
This type of research project involves a number of steps, beginning with an identification of the research problem and ending with a final report of findings, conclusions, and recommendations. (A typical diagram of the process will be provided). The steps of this process can be grouped into two primary areas: Research Methodology: which includes decisions about data gathering methods, a sampling plan, and a discussion of your data gathering instrument (questionnaire).
Research Reporting: a description of what will be included in your final report (i.e., types of analyses, etc.)
Additionally there will be an opportunity for your group to give an oral presentation, highlighting your findings and recommendations.
Schedule of Class Sessions
Thur 8 Introductions
Class members Course outline
Mon 12 Disciplinary Overviews: (foundations, goals, challenges)
Organization Behavior Marketing Preparation: MG-1 & 2; MK-1 & 2
Tues 13 International culture + Individual Behavior (assignment)
Thur 15 Marketing Environment
Preparation: MK-3; Granite Rock Case
Mon 19 Strategy Development/Planning
Film: "Inc. Magazine: Getting and Testing the Idea" Preparation: MK-4; Case Analysis: "Granite Rock: A Unique Approach to Business"
Tues 20 Motivation
Discuss Motivation/Leadership Project ideas Preparation: MG-4, Hovey and Beard Case
Thur 22 Marketing Research
Video case: "Trend Tracking" Preparation: MK-5
Mon 26 Analytic Thinking and Writing
Submit: Draft of Marketing Questionnaire Preparation: Write to the Top; The Roger Clarke Case Submit: Your draft of a memo from Roger Clarke to C.S. Dawson.
Tues 27 Continued discussion of Analytic Thinking
Submit: 1-page summary of your Motivation Project Preparation: Revisions to original memo Submit: Revised memo
Thur 29 Questionnaire Development
Preparation: Come prepared to revise your questionnaire and to discuss issues related to its design (i.e., sample selection, data collection, analysis and reporting of results).
Mon 3 Customer Behavior
Film: "Why People Buy" (first part) Preparation: MK-6
Tues 4 Individual Decision-Making
Thur 6 Film: "Family Pet Health Insurance"
Preparation: Case Analysis: "Regional Marketing: Dealing with Diversity"
Mon 10 Columbus Day Holiday
Tues 11 Over viewing the Organization Game, assigning roles
Preparation: Participant's Manual (pages 1-45)
Thur 13 Segmentation, Targeting, and Positioning
Fri 14 Meet at 8:30 in C409
Mon 17 Group Behavior and Group Decision Making
Film: excerpts from "Twelve Angry Men" Preparation: MG-7 & 8
Tues 18 Communication and Group Decision Making
Film: "GroupThink" Preparation: MG-7 & 8
Thur 20 Organizational Buying Behavior
Film: "Why People Buy" (last part) Preparation: MK-7
Mon 24 Developing/Positioning Products
Video: "Virtual Reality" Film: "When Products Harm" Preparation: MK-10 & 11; Case Analysis: "Masters of Product Planning"
Tues 25 Leadership and Ethics
Tobacco Company executives Submit: Analysis of the Organization Game Preparation: MG-9 Handout: "Changing Business as Usual"
Thur 27 Continue Product Discussion
Film: "Life After Death?" Preparation: MK 12 & 13
Mon 31 Power and Politics
Shifting the balance of power in your own life Preparation: MG-10
Tues 1 Preparation: The Barbara DiBella Case
Thur 3 Channels of Distribution
Preparation: MK-16; Case Analysis: "Power Shifts in Distribution Channels" Submit: Written responses to questions at end of case.
Mon 7 Organizational Structure
Preparation: MG-12 & 13
Tues 8 Leadership and the New Science
Film: "Re-Engineering the Organization"
Thur 10 Channels of Distribution, continued
Competitive Advantage Film: "The Town that Loves Garbage: Video: "On the Road Again" Preparation: MK-9
Mon 14 Retailing/Wholesaling
Guest Speaker: The Body Shop Preparation: MK-17
Tues 15 Planning Meeting time for Marketing Groups
Thurs 17 Pricing Considerations
Video Case: "Sheep Pills for Humans" Preparation: MK-14 & 15
Mon 21 Communication
Preparation: MK-18; MG-8
Tues 22 Motivation Projects
Plan to give a 3-5 minute presentation describing your project, your results, and your own personal learning. Submit: A three-page evaluation of your motivation project
Thur 24 Thanksgiving Holiday
Mon 28 Advertising
Film: "Advertising of Alcohol" Preparation: MK-20; Case Analysis: "Promotion Strategies for Small industrial Firms"
Tues 29 Organization Culture
Disney, IBM, Apple, 3M, Nightclubs & Nunneries Preparation: MG-15
Thur 1 Sales Promotion, Direct Marketing
Film: "They've Got Your Number" Preparation: MK-21 & 22
Mon 5 Organization Change and Development
excerpts from "Dead Poet's Society" on Changing Org Culture Preparation: MG-16
Tues 6 Registration Day (Planning time for marketing groups.)
Thur 8 Personal Selling
Mon 12 Oral Presentations: to be scheduled
Submit: Final Written Research Report
Tues 13 Oral Presentations: to be scheduled
Organization Diagnosis Due:
Deliver your final paper to AGC 322 by Dec 16.