BADM 420 Advanced Marketing Management

BADM 420: Advanced Marketing Management

The University of Illinois at Urbana Champaign

Instructor: Dr. Mark Wolters

Instructor Contact Information:

Office Hours: 10 Wohlers Hall Tuesdays 11-12 & Thursdays 2-3pm or by appointment. Please let the instructor know if you are coming to office hours so he can block off time for your appointment. The instructor will be glad to meet you early or late if you are unable to make it to office hours.

Instructor’s Mailbox: 350A Wohlers Hall


  • Marketing Strategy: students will learn how to use marketing analytical tools in real world settings in order to determine better marketing, business, sales & product development tactics.
  • Branding: students will learn about brand development, how firms integrate branding throughout their infrastructure, and how to personally brand themselves for the Digital Economy.
  • Segmentation, Targeting & Positioning: students will learn a number of ways to segment industries and client bases in order to better position their firms, products and services for their target markets.
  • Digital & Social Media Marketing: students will be given an overview of digital and social media marketing trends, analysis and decision needs. This section will focus on the real world application of online sales, websites, digital advertising and the analytical tools that are used in the digital marketplace.
  • Sales & Salesforce Management: students will gain an overview of the best practices for managing marketing and salesforce teams. They will also learn the basics of sales and sale techniques.
  • Soft Skills & Professional Development: students will develop their soft skills for the marketplace allowing them to better transition into the working world as well as stand out in the crowded career placement field.


The classes will be a mix of lecture from the instructor, case/project analysis from the students and in class discussions. If time and relevancy permits the last 20 minutes of class will be devoted to in class group exercises dealing with the topic covered that lecture.

Furthermore the course will be broken up into modules where each module will focus on one specific set of marketing issues. The main modules are strategic marketing, branding, segmentation, digital marketing, sales and selling and professional development.


  • Required Textbook – Decision Making in Marketing by Mark Wolters, published by Stipes Publishing, 2015. All slides and handouts are in this book.
  • Social Media: please follow @woltersworld on twitter and for class announcements and other information.
  • Summary videos on basic marketing topics are available on the instructor’s YouTube channel as well in the “Marketing” playlist.

COURSE EVALUATIONS – Descriptions and guidelines will be provided online prior to each project’s assignment.

  • Strategic Marketing Project: 20% of Final Grade. Due in class. A bound printed copy will be provided to the instructor and an electronic copy will be sent to the company contact with the instructor being cc’d on the email with if the instructor is not included on the electronic copy the project will be docked 10% for every day that the electronic copy is not sent.
  • Digital Marketing Project: 20% of Final Grade. Due in class. A bound printed copy will be provided to the instructor and an electronic copy will be sent to the company contact with the instructor being cc’d on the email with if the instructor is not included on the electronic copy the project will be docked 10% for every day that the electronic copy is not sent.
  • Final Marketing Presentation: 20% of Final Grade.
  • Team Evaluation: 15% of Final Grade. Due in class by the last day of class. You are able to turn in the hard copy of the team evaluation prior to this date in class or at the instructor’s office hours. If you do not turn this in you lose 15% of your grade.
  • Class Participation & Company Feedback: 10%.
  • Out of class marketing write ups: 5%
  • In class write ups 5%.
  • Presentation Evaluations of other groups’ work 5%.


Grade Scale
90% – 100% A
80% – 89% B
70% – 79% C
60% – 69% D
59% and Below F


CLASS SCHEDULE – subject to change

Topic 1 – Networking

Topic 2 – Presentation Skills

Topic 3 – Dealing with Clients

Topic 4 – Industry Key Success Factors

Topic 5 – Strategic Marketing Tools

Topic 6 – Trends in the Environment

Topic 7 – Brand Development

Topic 8 – Personal Branding

Topic 9 – Market Sizing

Topic 10 – Sales Plan & Strategic Selling

Topic 11 – Data Analytics (download extra materials online)

Topic 12 – Social Media Content Help

Topic 13 – Selling vs Buying

Topic 14 – Sales Strategy

Topic 15 – Sales Tips

Topic 16 – Sales Force Management

Topic 17 – Gaining Your Boss’ Trust (download extra materials online)



Attendance Policy: I truly enjoy teaching, especially when there are students in the classroom. So, please come. You are permitted to miss three (3) classes without any penalties, if you miss more than three your grade will be negatively impacted. If your attendance and participation suffer to such an extreme that it becomes an issue with the professor or your teammates, the professor reserves the right to FAIL students for lack of attendance and/or group in class participation.

Mobile Phones: Please set your phone to vibrate or off during the class period (and do not answer them if they do go off). If you have an emergency where you need to be able to answer your phone during class please make me aware of the situation before class, so your slipping out to take the call does not cause any problems.

Laptop/Facebook “updater” devices: No laptops are allowed to be used in class during the professor’s lecture. You can use them in the in class discussion at the end of the course, but not during class.

Common Courtesy Policy: Students are expected to show respect towards the other students, faculty and guest speakers in the course. These courtesies include respecting others’ opinions, giving full attention to presenters, acting in a professional manner with respect to external contacts, other students and faculty.

Plagiarism and Academic Dishonesty: Please do your own work. If it is found out that you copied, plagiarized, paid someone to do the work for you, used works from previous semesters you will receive a zero (0) on that assignment as well as a zero (0) in class participation. Also, if the act is severe further university action may be taken.

Special Accommodations: If you have any condition, such as a physical or learning disability, which will make it difficult for you to carry out the work as outlined above please notify myself, Mark Wolters during the first week of the course and I will do my best to accommodate you. Requests for special accommodations will require documentation from the Disability Resources and Educational Services (DRES).

Emergency Procedures: In the case of tornado or other emergencies Wohlers Hall and the Armory both have designated tornado shelters in their basements. BIF is not set up as a tornado shelter; however the basement stairwells can be used in case of immediate emergency. In the case of fire note the stairwells. In the case of a shooter on the campus, lock down the classroom and move to a place of safety within the classroom. If you see a suspicious package please alert campus police immediately.

Syllabus Changes: The Professor reserves the right to change the syllabus as necessary. The final decision and information about the syllabus and assignments are directly from the professor and these may be discussed in class. But the professor reserves the right to change any assignment, project, topic in the course syllabus if he sees fit. Not being at the class where the professor announces the changes is not an excuse to get out of the changes.

Grade Posting: The University prohibits posting grades by student name or SSN. These guidelines prohibit me from e-mailing or telephoning of grades to students. I will use the Compass system to keep up the grade reports as well as speak directly with students to share their grades on assignments/projects etc. If you want to know where your grade stands at any particular point in the semester please write me an email and then we can discuss your grade in office hours.

Final Note: This is a capstone course, which means you are here to show me what you have learned over the past three to four years. Then use that information and knowledge of marketing in order to help your company improve their marketing. Therefore, you will not be learning new topics in this class, but we will be covering the most important marketing topics for your future career prospects.

Additional Emergency Procedures from the U of I & Homeland Security

Run > Hide > Fight

Emergencies can happen anywhere and at any time. It is important that we take a minute to prepare for a situation in which our safety or even our lives could depend on our ability to react quickly. When we’re faced with any kind of emergency – like fire, severe weather or if someone is trying to hurt you – we have three options: Run, hide or fight.


Leaving the area quickly is the best option if it is safe to do so.

Take time now to learn the different ways to leave your building.

Leave personal items behind.

Assist those who need help, but consider whether doing so puts yourself at risk.

Alert authorities of the emergency when it is safe to do so.


When you can’t or don’t want to run, take shelter indoors.

Take time now to learn different ways to seek shelter in your building.

If severe weather is imminent, go to the nearest indoor storm refuge area.

If someone is trying to hurt you and you can’t evacuate, get to a place where you can’t be seen, lock or barricade your area, silence your phone, don’t make any noise and don’t come out until you receive an Illini-Alert indicating it is safe to do so.


As a last resort, you may need to fight to increase your chances of survival.

Think about what kind of common items are in your area which you can use to defend yourself.

Team up with others to fight if the situation allows.

Mentally prepare yourself – you may be in a fight for your life.



Class Summary Videos

Strategic Analysis Videos

Macro-Economic Trends and Business Strategy


SWOT Analysis


Key Success Factors for an Industry


Business Unit and Product Portfolio Analysis (Boston Consulting Group Matrix)


Porter’s Five Competitive Forces


Industry Life Cycle Analysis


Value Chain Analysis


The Ansoff Matrix – Developing growth strategies to make more money


Cost Leadership versus Differentiation Strategies


Marketing Specific Videos

The 4 Ps of Marketing – Product, Price, Promotion and Place


The Four Cs of Marketing


Branding Specific Videos

The Definition of a Brand or What is a Brand?

Brand Identity versus Brand Image


How to Develop a Brand Strategy


Price Specific Videos


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