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DM 865 – Marketing Management

Course Objectives

This course is intended to develop an understanding and appreciation for marketing and its role in the firm. Conceptual frameworks that highlight the integrated elements necessary for winning at the marketing game are brought to life through effective delivery of business cases.

Consumer behaviour, market research, segmentation, strategy, tactics, implementation and measurement are all discussed in detail during the course.

This course aims to help you create a heightened level of understanding and appreciation of marketing and how its effectiveness can influence overall firm success.

Course Leader: Colin McDougall, MBA, BSc, Ivey Business School, Western University

Course Description and Class Process

The course will generally be taught using the case method. This 3-step learning process requires participants in the course to first read and prepare individually a case prior to each class, second to discuss their analyses in small learning teams, and then third bring the results of their group’s discussions to class for further discussion and analysis. In this highly effective learning method, the responsibility for learning rests primarily with the student, not the teacher. The instructor’s role is that of facilitator and discussion leader. We will discuss several cases each day. During the day, just under an hour has been allocated for individual preparation of the second and third cases, and a further 30 minutes for learning team discussion. You will have to prepare the first case of the day in the evening before class.


Module 1 – Understanding the Market

The first module aims to develop an appreciation for the role of marketing in a firm, a structured framework for making effective marketing decisions and the contributing elements needed to effectively understand the market. Customer analysis, competitor analysis, company analysis and various forms of effective segmentation are discussed.

Module 2 – Marketing Strategies and Tactics

The second module focuses on taking the information and insights to form overall marketing strategies for products/services and drilling down further into actionable tactics. Further, a discussion surrounding various methods of measuring results, establishing meaningful marketing metrics and creating/executing fully integrated marketing campaigns is covered.


Marketing, 3rd Canadian Edition (Grewal, Levy, Persaud, Lichti), 2015, McGraw-Hill Ryerson Ltd. eText: ISBN-13 9781259105036, ISBN-10 1259105032
Print: ISBN-10 1-259-03065-2, ISBN-13 978-1-259-03065-9


There are no formal prerequisites other than those for the programme as a whole. As such, we assume that you have no previous marketing management experience, however we recognize that some students may have more exposure to the subject area than others.

Course Grading

At the end of the first module there will be a short group case report analyzing a firm’s performance from a marketing standpoint including clear recommendations for improvement.

This assignment will contribute 30% of the course grade. This report should be short (maximum 2,500 words) and focus on analysis and improvement of the business through marketing performance insights gained, and will be due before the start of the second module.

At the end of the second module a case will be distributed for individual preparation and hand-in two weeks after the end of the module. This report will focus more on strategic elements of the course and materials emphasized in the second module. This report should also be no more than 2,500 words in length and will be due two weeks after the end of the second module.

Participation in class discussion (the quality, not quantity, of your discussion, questions and answers) will contribute 30% to your course grade. Quality is measured by the extent to which a contribution moves the discussion of the case forward; it can include a relevant example from work experience, a question that captures a key issue in the case, or an answer to that question.

To Summarize:

Group hand-in end of Module 1 = 30%
Independent case hand-in end of Module 2 = 40%
Contribution = 30%

Biography of Course Leader

Colin McDougall

Full biography available on LinkedIn here: