040026 KU B2B Marketing (MA) (2018W)

The primary method of learning in this course is based on managerially-oriented case discussions. Cases allow you to learn from the experience of managers operating in real-world companies and from immersion in practical management and business decisions. The cases capture the complexity faced by managers on all levels. The cases that will be assigned represent a diverse spectrum of management issues. They have been selected for their particular relevance to the issues under discussion, as well as for their capacity and track records as good learning vehicles.
Thorough preparation of each case is a prerequisite to learning - there are no short cuts! It is expected that you individually read and prepare the assigned case studies before coming to class. We wil also use small group discussions around specific assignments to further the analysis. However, group discussions are a complement to individual preparation and are not a substitute for it.
Each regular session will start with a short multiple choice quiz that will test your comprehension of the case facts. These quizzes are "closed notes" and "closed books". You will earn positive points for correct answers and negative points for incorrect answers. Hence it requires a fair amount of preparation to obtain an overall positive score.
Equally important to learning is the active involvement and contribution to class discussions. Class participation has multiple benefits. It helps you to sharpen your skills in developing a point of view, articulating this point of view and - in the face of challenges from your fellow students and your instructor - defending your point of view. It also benefits your classmates by sharing your analysis and insights with them.
In your contribution to in-class learning - largely your contributions to case discussions - your aim should be to move the discussion of a case along and, in doing so, generate new insights for your colleagues. Thus, your contribution should be motivated by the substance of what you have to say rather than by a perceived need to get in airtime. The quality of the contribution matters! You will earn positive points for positive contributions to class and group discussions, and negative points for distracting behavior such as unexcused late arrival to class or texting and surfing the Web during class.
Finally, there will also be an in-class, written, final exam administered during the last session of the course. You will be given a case similar to the cases that have been covered during the stream and you will be asked to perform your own case analysis. The final exam is "open notes" and "open books", that is, you can bring with you and use whatever notes and texts you might find useful but the work submitted must be yours and yours only.