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Marketing 710: Marketing Strategy (MBA) Advice Assignment (710FA05advice) Jackson and Memphis class: Brian Wiuff Marketing 710 11/29/ What I Learned: The most important lesson I took away from this class is that marketing has a great effect on numerous aspects of a business. I never realized that the marketing department should play such an integral part in the planning process of a business. I had always been under the impression that the finance and accounting experts made all the big decisions, and charged marketing to make their decisions work. I’ll admit that wouldn’t be a good system, but that’s how I thought these things worked. It’s important to realize that cross functional teams may present the best way to make informed decisions on business issues. I Wish I Had Known: I wish I had known that the class would be so case-intensive. While I found the Marketing Mistakes book a wonderful read and worthy of study for a student in nearly any sort of business class, I wish there would have been some focus on more practical applications of marketing like campaign or brand development in practice. The theoretical elements in the text were fascinating, but it would have also been nice to do some hands-on work, just to round the class out. I enjoyed the case arguments, but think that some other projects that are perhaps more practical and participatory would have been helpful. I also wish I had buckled down harder and made a 10 on every quiz. There’s no reason not to. This would have also helped me prepare better for the midterm. Emily Parrish Marketing 710 Fall Semester 2005 What I learned from this course was the ability to evaluate a company’s marketing strategy. Three marketing concepts highlighted in this course that were especially useful in other classes this semester were the value chain analysis, brand imaging, and macro- environmental analysis. First, the value chain analysis section in the textbook, while not discussed in great detail in class, was useful in evaluating a company’s supply chain, a task that is particularly useful in Policy. Second, several class periods involved brand imaging. The notion of “logos” versus “no logos” revealed the complexity of advertising and the effects brands have on consumers. Third, the textbook section and class
discussion on macro-environments helped in the many SWOT analyses a student must perform in Policy. I wish I had known a “recipe for success.” The presentations, while slightly time consuming, should not be stressful. Make the slides simple, but add pictures or another aesthetic enhancer to keep the audience entertained – remember that the class must sit through several presentations each class. Also, make notes or print the practice quizzes and learn the answers to ALL questions to better prepare for the exam. To prepare for the essay questions, take relevant points from presentations and combine the points with information from the textbook to form a synergistic approach to the marketing concepts. Kim Turner Marketing 710 December 2, 2005 What I learned I learned many things from this course. The highlight for me would be from the case presentations. I had studied many of the cases before. I learned that, in some cases, my preconceptions of wrongdoings by companies were not always well founded. Since the case studies were formatted as debates, we were able to learn both sides of the story. This made me consider whether or not my thoughts about those companies were correct or if the other side of the story deserved merit. The case about Wal-Mart entering the town where they were not wanted is a great example of this. I had always thought that Wal-Mart never considered the town or its people and just wanted to move in regardless of how the town felt. After studying this case, I realized that Wal-Mart tried in many ways to work with the town and make the transition easy for them. This is only one example of how my thinking was changed due to the format of the class. I also think that the format allows the students to become involved in the learning process and keeps the class interesting. I wish I had known I feel that Dr. Johnston was very clear about the expectations of the students on the first night of class. He informed us of everything that we would have to do and these never changed throughout the course. If there was one thing that I wish I had known, it would be to not be satisfied with a perfect score the first time you take a quiz. Keep taking the quizzes while they are available to you online because this is a great study guide for the test. Shah J. Zada Marketing 710 12-04-
I wish I had known: One piece of advice I would give a student entering the class is to do well on the online quizzes. If you have to take the quiz more than once, so be it. Doing well on the quizzes will help you do better throughout the class. A student also needs to be sure to take a firm stand on his case debates. The point of the assignment is to make a strong case for both sides of the argument. Even if the student doesn’t personally believe in the side he is given that should not show through during the debate. It is essential to prepare well for the case presentations. When a student prepares a weak debate or isn’t prepared it is apparent to everyone. Rose Bailey Marketing 710 December 5, 2005 Question 1 “What I learned”: What I learned encompassed the topic of analyzing marketing opportunities. An overview of this area of the course consisted of strategic planning; understanding markets including marketing environment and consumer and business markets; dealing with competition in various ways; and how to identify market segments and selecting target marketing. Bigger is not always better, but having a niche gives one an advantage over a competitor. The highlights of the course in my opinion were the various presentations by my fellow classmates. Each student reviewed the same information and came to different perspectives on some cases. The educational and work backgrounds of the students seemed to influence some conclusions and points of view in regard to the various cases presented. An example of the background differences were noted when each student answered Dr. Johnston’s question as to why they chose University of Tennessee at Martin to earn their degree. The students in Memphis chose University of Tennessee at Martin due to the free tuition and fees because they all work for the institution and the Jackson students mainly chose University of Tennessee at Martin due to reputation and accreditation issues versus other private institutions i.e. Union University. The way I view programs and commercials made a significant impression on me and changed my way of thinking. I now analyze versus just view a program or commercial. I seem to be looking for something extra in the commercial or how it makes me feel. Viewing the various videos in class made me realize that what you see is really not what you are get all the time. There are underlying messages in various television programs and commercials. Question 2 “I wish I had known”: The advice that I would give to someone before they start the course is to always print off the quizzes as you take them. So, you may utilize the quizzes to study for the mid-term
and final exams. This would have been really helpful to me before I took the first test. Some of the quizzes I took were lost because I did not print them out as I was taking them. The essay answers are based on the cases that each student presents in class. Therefore, the right or wrong answers are the conclusions that a particular student brings out versus clear cut answers from the instructor. The material for the course was covered. Miranda Miller Marketing 710 (Tuesday) December 5, 2005-12-
- What I Learned in Marketing 710 made the class worth the drive and it changed my attitude towards marketing. I really did not want to take this class but it was really my only choice. I can truly say that I have learned more than I ever expected to learn. I learned a great deal about the various marketing strategies and how the strategies can be used. The case debates were the most interesting for me because I was totally unaware of the problems that were faced by the organizations discussed in the cases. I found reading about the successes and failures of those organizations in our case book very informative. I was able to relate some of the problems identified in the cases to the organization that I’m currently employed with.
- I wish I had known that a graduate marketing class could be so interesting. I would not have prolonged taking the course for as long as I did. My advice before taking this course is not to fear the unknown. Marketing 710 will only enhance your knowledge of marketing and how to apply the many strategies and principles throughout your career. I encourage you to read all assignments prior to class, pay close attention to how the textbook reading relates to assigned cases. This will help you with discussion question on the test. Take your weekly quizzes multiple times if allowed. Taking the quizzes multiple times helps with the multiple choice section on the exams. Advice Assignment Marketing 710 Bill Parnell 12/6/ What I learned was that the field of marketing encompasses much more of the scope of a businesses’ activities than I had initially realized. Coming from an economics/finance undergraduate background, I had not really been exposed to much marketing outside a few introductory level courses. Through this course I began to see more how marketing applies the concepts of other business fields into management decisions that determine the entire direction of a company. My favorite part of the course was the case presentations (I also especially enjoyed the Wal-Mart role playing case). The debate format stimulated you to make your own decision on which side had the stronger arguments. I also always found the topics interesting that involved the discussion of the
What I learned: I learned that quality does not always have to be increasing. Sometimes it is better to lower the expectations of the customers than try and have high expectations and not be able to meet them. The cases presented actual events that I could see in the future. I think that those are really helpful and are actually interesting. Marketing blunders can cripple a company so careful planning is needed. Planning, however, is not foolproof. As in the Hoover case, plans and consumption could not meet expectations and hurt the company. On the other hand, marketing successes could vault a company into a very good financial position. I wish I had known: I wish that I have known to keep up with the reading. It really sucks to have to read chapters multiple times right before or right after class. Spreading the reading out would make the assignments much more manageable. I also wish that I would have known to read all of the cases instead of just the ones that I has to present. Studying for the exam would have been much easier. If I would have known this, I would have kept up with the reading better. Also, I would have taken more time on the quizzes. Rushing to get them in really does not help you learn. Martin and Knoxville class: Jonathan Spiceland Marketing 710 11/15/ Question 1- What I learned Being that it was my first marketing course that I have ever taken I learned many things throughout the semester. Not only was the information that I learned geared towards marketing, but it also had some insight about certain managerial decisions. Although the chapters we covered in class and would later have quizzes on were valuable the portion that I gained the most information from was the case presentations given by other classmates. These topics were about current companies and the marketing decisions that they were faced with. Hearing the debates from fellow classmates really kept my attention and made me want to learn more. I also learned that it is very important to stay on top of your work and do not get behind. I do not recommend putting off your debate or special topic until a few days before your presentation. Space your work out so you do not get overwhelmed. Overall I feel the class was great and I strongly recommend continuing to keep it as a required course for the MBA program. Question 2- I wish I had known
Like I had mentioned earlier this was my first marketing class so a large majority of the material was new to me. If I had known during my undergraduate education that I was going to pursue an MBA I would have definitely taken an introductory marketing course. Although the professor did an excellent job of covering new material I feel that if I had already known the basics I would have been able to get even more out of the class. I wish I would have known sooner how much fun this class was. If I would have known earlier I would have taken the class two years. John C. Kelly Marketing 710 – Marketing Strategy November 26, 2005 Advice Assignment
- What I Learned? Prior to taking this course, I had completed a distance learning undergraduate course in Marketing. So I was familiar with general marketing terms. However, this course was much more applicable to real world marketing and the application of marketing to real- life business issues. The Case Studies that we reviewed every week (from the textbook “Marketing Mistakes” by Hartley) were fascinating. Being able to look at marketing mistakes in hindsight can be very educational and there was one case study that I found particularly pertinent to my current position. The Perrier case study looked at the proper response to an environmental and public relations issue. Because I am in the radioactive waste management business, this case amplified an issue that we deal with on a fairly regular basis in my business. On a personal note, several of the cases studies made me few things in a different light. I have felt for a long time that Wal-Mart stores had a negative impact on a lot of communities and the cases study that we reviewed in this class strengthened my negative view of this company. The company itself serves a purpose but its tactics are less than commendable. I had suspected for a long time that McDonald’s is not the company that they once were and their service and cleanliness are deplorable. The McDonalds case study showed me that I was not the only one who felt this way.
- I Wish I had Known The first thing that you need to know when you take this course is that you will need a portable laptop computer. Despite what the instructor says, every student needs a laptop so that he/she can present their case study or research topic. Since there are only two
However, for the sake of the class, please don’t read. Make your presentation interesting!
- There will be video conference problems but remember to be thankful the technology is available! This course is fairly interesting and likable. It’s a good course to take if you are also taking a course that is quantitative. It will give you a break from the numbers in Accounting & Economics. Jolene Cunningham Marketing 710 11/28/ “What I learned” I have learned that people can read the same assignment and interpret the material very differently. I was very impressed with how much I learned from the presentations that other students in the class gave. I enjoyed the text on Marketing Mistakes and Successes much more than the main text. I found the process of compiling and composing the material for the presentations to be challenging. It is very hard to make a persuasive argument for a side that you may not agree with. These assignments caused me to really consider both points of view. I think this has helped me to be less closed minded when reading a case. “I wish I had known” I can’t stress enough how important it is to take the quizzes several times. Even if you make a perfect score, it is very beneficial to repeat the testing process so that you get a full picture of all the questions in the test bank. It is my advice to print out each test after you take them, for study purposes for the two exams. I have had as many as 8 copies of one quiz to study by. It was a lifesaver for me. I also found that the website was helpful for understanding the materials presented in the chapters. Advice to Future Students
Ji-hoon Park Marketing 710, Fall 2005 Dr. Johnston November 27, 2005 Q1: What I learned? In this semester, I took Marketing Strategy (Marketing 710). This course provided me with a big format of marketing and many cases in actual field of business. The highlights of this course were cases (marketing mistakes) and presentation of each debate. It helped me think something with creative ways. Dr. Johnston, in the tests, asked students to write both direction of every debate, which made me have a flexible and creative way of thinking. Of course I learned basic knowledge of Marketing from my main text book (Kotler’s Marketing Management). The way Dr. Johnston led the class helped me understand a framework for marketing first and think the real cases based on Marketer’s perspective. In addition, I learned how to make a presentation. I was nervous when I made my first presentation, but as time went by, watching many other people’s presentation, I realized that I don’t have to be nervous. I received a better score on my second presentation. Dr. Johnston, in one of his emphasis on presentation requirement, said audience should be entertained. I couldn’t make audience happy a lot, but now I learned audience would take my information more if they thought my presentation is more interesting in the way of transferring those information. Q2: I wish I had known
This was my first marketing class ever, so every thing you see under the “Brief Content” section was new to me. It would not be practical to list everything, so I am going to talk about my personal experience with marketing at this point in time. I always thought that marketing was about sweet-talking or tricking someone into buying a product or service; this class taught me that nothing could be further away from the truth. Marketing, as a function, relies heavily on retaining customers through satisfaction. To retain customers, the business has to show truth, creativity, appreciation, understanding, and then identify and meet the expectations of customers. Marketing is a mixture of art and science; one would not do without the other. I also learned the names and stories of many big businesses. We all lived their successes and failures through presentations, which focused on major issues that faced each organization at a point in time. Then we were updated on their situation in the present time. This is a great way make a student feel smart and knowledgeable, especially when the name of one of those companies happens to be mentioned in a different class. I wish I had known Study in groups and discuss both the material of the book and the presentations for fun. It makes things stick to your head better and you get to see things from different views. When taking the quizzes online, save each quiz on your PC, including the ones where you did not score a perfect 10, otherwise they will be gone. Also, you and your study group could exchange your quizzes before the test and enhance the chances of seeing every single question on the test before hand. Even if one of the potential essay questions looks too simple and easy to study, don’t take it for granted. Write all the answers on paper as if you were taking the test at the moment. Those questions are not as friendly when you see them on the test; trust me. Good luck to all of you, this is an enjoyable class. It is not hard, compared to Accounting, but it offers you a lot. Don’t just focus on passing it and you will enjoy it. Wendy L. Lofton Marketing 710 November 28, 2005 Question 1 “What I learned”: What did you learn in the course? What were the highlights of the course? What information did you see that made an impression on you? What topics changed your way of thinking, and how did they change your thoughts? Considering my undergraduate degree is in Animal Science I learned several things in this course. All of which I am sure will be beneficial to me when I graduate. One of the main things I learned was that when thinking about marketing it isn’t just identifying a target market…you have to consider many different things. Some of these include areas such as environmental, economic, natural, technological, political, legal and social. Anything can affect a view on a product and you must attempt to label each possibility and have an answer for it.
Most of the case studies made a big impact on my way of thinking. Going into the case study I would have one viewpoint, but after reading the case and listening to the debates, I tended to change my mind several times when thinking about different points. I don’t like to consider my indecisive, but several of these cases made me think I was at some point. Now at the end of the semester I look at the whole picture and all the little details before deciding for or against! Question 2 “I wish I had known”: There are a few things I wish I had known at the beginning of this course. One of the main points I can give any students beginning this class is to take the quizzes as many times as you can stand to. Every time you finish a quiz for a chapter print it out before taking the quiz again. This way, after you have taken the quiz a few times, you will have more questions to study for the midterm and final. It will make it much easier on you and you will have a better understanding of the information by having more of it to study! Another thing I didn’t do so much at the beginning of the semester was read deeply into the Debate topics. Once you actually start reading them and paying attention to what they say they are quite interesting. If you take in the main points and then pay attention to the presenters you will have a better understanding of the debate in its entirety. So, when you are taking the tests it is much easier to debate both sides, even if you don’t agree with one of them. As I said in my answer to question #1 though, try and understand all points brought up in the cases before making your mind up too quickly. Sitki AKSOZ MBA Marketing 710 11/28/ What I learned: I learned real-life examples about many famous companies from the case studies we did every week and I think I learned more about marketing successes and failures through the cases rather from the textbook. It was amazing for me when I learned that even the best leaders of companies can make the worst choices in marketing their business. The debates that took place in the class also were very challenging. To see how a person would debate the different sides to each of the articles even he or she didn’t favor of this point was very experienced. Instructor was very helpful and encouraged students using creative and entertaining techniques when presenting their topics. For my part, I learned how you can your presentation more enjoyable and striking. I wish I had known:
Marketing 710 December 5, 2005 Question 1 “What I learned” Through the Marketing Strategy course, I have learned about the successes and failures of many different companies. To me, Airliner wars (Boeing vs. Airbus) and the Disney cases were the most interesting. I have learned what went wrong with these companies, and what they did differently to avoid the problems. I really liked the case concept of learning in this class. I tried to find information about the present day or future situations of the companies in the cases that we covered in class. It gave me insight about marketing. These case studies are definitely a good way to understand how important marketing strategy is to a company. It is also important for companies to understand how their reactions to the environment will be interpreted by the various markets in which they are in. It is really difficult to say that any topics that I learned in this class changed my way of thinking, but I’m sure it broadened my way of thinking about marketing. Question 2 “I wish I had known” My advice for students taking this course is to pay attention to the cases. I’m sure these cases will be the most beneficial thing in this course. The cases will be helpful to understand how marketing works in the real world. Another thing would be to make sure that students read the chapters each week. The main textbook is very boring, so it is really difficult to read all the chapters at once. Keep sincerity to read and prepare. Do not be shy for presentations and speaking out in the class. Cynthia Anderson Marketing 710 November 29, 2005 What I learned in Marketing 710 this semester was the real world relationship between our text and actual companies. I think that the highlight of the course was the coverage of the cases from the Marketing Mistakes textbook. The information presented made an impression on me because it provided a way to see the marketing concepts put into action beyond simply reading about them hypothetically in our textbook. Particularly, I think the coverage of the topics pertaining to consumer buying behavior was the most interesting. I think studying this topic changed my thinking because it allowed me to see that the way people act is actually something that can be identified and studied and isn’t necessarily something that is totally random. I wish I had known how important the quizzes were from the very beginning of the class. I would have made absolutely sure that I kept repeating the quizzes until I had exhausted all the questions in the test bank so that I would make sure that I had all the questions for the test. I also would have made sure that I attended all the classes since there are attendance points and this is a very easy way to increase your grade.
Jon Kuka Marketing 710 – Marketing Strategy November 29, 2005 What I learned in this course was the history of major marketing mistakes and how to avoid them in the future. The highlights of this course were the case studies. It was very interesting to learn about major marketing mistakes and success from larger corporations. You never really think that large corporations make any type of major mistakes, especially in their marketing. However after this class it is very obvious that all companies make mistakes, the important thing is how to control them. The case studies of Wal-Mart changed the way I thought of the huge corporation. In the past I was pretty much always happy about a new Wal-Mart opening, it just meant more convenience for me. However after the case studies, videos, and discussion on Wal-Mart my opinions changed. The way the just bully their way into a small town, and the after effects were devastating. Wal-Mart should basically be considered a monopoly and forced to break up. I wish I had known to print a copy of all the quizzes on blackboard. Since the exam questions are made up of the questions from the blackboard quizzes it would have been a very helpful study guide for the exams. I now know that this course requires a lot of reading, especially with all the case studies. If I had known exactly how much time would be needed for reading I would have allowed more time to study. What I learned： What I learned in this course is that marketing is not merely advertising. I learned concepts, models, and tools to help market products and services. I also learned methods for selecting target markets, developing, communicating, pricing, and delivering attractive offering. Additionally, I learned how to develop and position brands, and how to spend marketing dollars productively. This is a very interesting and useful course for MBA students compare with other MBA courses. The highlight of this course is the case study, Marketing Mistakes and Successes. Case studies provide a means of applying concepts to real world scenarios. In today’s business climate, firms need to be wary of practices that may provoke criticism and scandals. These lessons of the past give me an inside look at some of the biggest mistakes of recent history, I can ponder not only how they might have been avoided, but also how their resolution might have been better handled. That may help me avoid similar situations in my own career. I wish I had known：
I wish I had known about the feedbacks that Dr. Johnston gives after both arguments for each case because it becomes handy to know what the arguments were about before the tests. Dr. Johnston gives the precise points from each argument, so there would be no reason for student to read the whole presentation handouts. I started to take notes on feedbacks after the first tests, but I wish I started taking notes on feedbacks from the begging on the class so that I would not have to spend a lot of time trying to figure out if I got the right points for all the cases!! Advice to Future Students Hungming Weng Marketing 710 December 01 , 200 5 Question 1 “What I learned” What I learned in this Marketing class is about how the marketing strategy works. I also gained a deep insight into applications of marketing theory in this real world. I think the information made a big impression on me is case studies. I can see how companies screwed up by making mistake or took amazing measure to regain companies’ profit. Besides, classmates’ debates make me impressive and know how to improve my presentation. This would benefit my career in the future. A new scope and depth of Wal- Mart’s influence on small town in America changes my original thought that people always embrace Wal-Mart. Question 2 “I wish I had know” A piece of advice for someone who will take this course: Please remember to practice your speech. Besides, read text book carefully, quiz is not easy. Fortunately, you can take your quiz many times. This course is a pretty good opportunity to practice your presentation. Before I began this course, I wish I had known more fundamental marketing knowledge that would help me to prepare presentations. Another thing that I wish I had known was the role playing with the “Wal-Mart vs. small community” video. Role playing is interesting; however, I did not have line to address when someone took my line ahead me because I only focused on my part. Samantha Young Marketing 710 12/1/ Question 1: What I Learned I was a journalism major as an undergraduate. The only business-oriented course I took before beginning the MBA program was an accounting for non-business majors course. This said, I can’t really pinpoint any one thing I learned in the course because so many of these concepts were completely new to me. At times I’m a bit overwhelmed.
The topic that most changed my way of thinking was my ADM case. As someone who has battled an eating disorder I find it particularly disgusting that companies that market to children are using higher-calorie high-fructose corn syrup rather than cane sugar and that this choice is supported by federal subsidy, and at the same time other marketers are selling slender bodies and small clothing. Question 2: I Wish I Had Known My advice to new students: take the time to write on your calendar (or program into your cell phone or PDA) when you have quizzes. The more annoying the reminder is, the better. I did not do this and I forgot to take the quizzes two weeks in a row. One week had two quizzes due! Another thing I wish I had known is that the multiple-choice questions on exams are heavily based on the quizzes. Take the quizzes as many times as you’re allowed to. Know them inside and out. If I had known these two things, I really think I would have made an A. As things stand I’m shooting for a B, which is really unfortunate because the class is interesting, the knowledge is accessible, and following directions from the outset can lead a student to an A. Lori R. Brasher Marketing 710 December 2, 2005 What I learned from this course was the various methodologies and philosophies between various types of marketing. Although I had prior rudimentary knowledge of marketing basics, I gained a greater depth of understanding regarding channels and concepts underlying the basics. I have noticed that as I come into contact with various marketing activities now, I am reminded of the new terminology and concepts I have learned from this course. Some of the marketing knowledge I gained from this course was even tested on the CPA exam I recently completed. I had previously not seen the important connections between an accounting career and marketing, but that relationship is now more evident. I really enjoyed the video clips which gave audio/visual background information and updates on the various companies discussed in class. I wish I had known how important critical and objective thinking was in the case situations. It is easy to form an opinion either pro or con during the debates. It is entirely another thing to think as an advocate for both sides of the debate during the exams. I read the prior advice postings offered to assist my preparation for this course. It can not be stressed enough to take every online quiz as many times as is necessary to see what you feel to be every question from the test bank and print every quiz attempt for study material. It is very important to brush up on your presentation skills including the use of PowerPoint before time for your in-class assignments. It is also a good idea to double- check your technology before class time to ensure your presentation will be available at the right time.
