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Introduction

I took this course from Professor Ling-Jing Kao during my third quarter in the MBA program at Santa Clara University. This is an introductory marketing course that all MBA students must either take or waive.

Instructor profile

Professor Kao is a recent Ph. D. who began her teaching career at SCU in 2006.

Classroom experience

Most classes began with Professor Kao handing out lecture notes and other material (already stapled and 3-hole-punched) then a student summarizing the main topics of the previous lecture. The class was structured as a lecture with a reasonable amount of in-class discussion moderated by the instructor. The content followed the pre-published lecture notes closely.

During a few classes, we watched videos (two video split over three or four classes) that described marketing strategies undertaken by two consumer companies. After the videos we discussed them briefly in class and tied some future lecture topics back to the videos. These video cases were the subject of some mid-term and final exam questions.

The basic framework for the material was provided by the Harvard Business School publication “Note on Marketing Strategy” describing on overview of the marketing process. We referred back to this again and again as we moved through the lectures and homework.

Professor Kao kept class time well balanced among lecture and discussion, and rarely let the class go very far off topic. Some of the discussions went very well, but there were a number of subject areas where she just didn’t seem to be able to answer students’ questions for one reason or another. Some of it may have been due a language gap, but I also suspect that Professor Kao is very well versed in certain areas such as consumer market research, but less comfortable fielding questions on other topics.

Coursework, exam, and grades

There were two exams and two group papers. Each was roughly 25% of the final course grade.

The exams mostly drew on lecture material and the video cases discussed in class. The exams were each part multiple-choice, part short essay question. A few of the multiple choice questions may have been on topics covered in the required reading but not in class.

The projects each involved producing a concisely-written 4-page paper that follows the marketing strategy model from the HBS paper. 4 pages isn’t a lot of text, although we were allowed unlimited exhibits, which could themselves be somewhat wordy. In the editing process my group critically evaluated which ideas and recommendations were relevant and which didn’t fit. I didn’t get much insight into how closely Professor Kao followed her own grading guidelines.

I came into this course not really knowing what marketing was, and by the end I had a solid understanding of the scope of marketing activities, where they belong in the business planning and execution cycles, and a very strong concept of appropriate and inappropriate uses of the basic types of market research. I used this knowledge right away to ask intelligent questions about marketing and strategy at my own workplace and in a start-up venture that a colleague embarked on.

Criticisms

Professor Kao didn’t add as much real world insight into marketing topics as I had hoped. I suspect that this is because all of her expertise is in market research and she has only a few quarter’s experience fielding discussions with graduate students.

Although there was regular required reading from the textbook (Kotler and Keller), it was easy for me to skip the readings and keep up with the class until I hit those few exam questions that relied on the text. Professor Kao indicated that she thought the text was difficult to work with, but she expected us to read it because it is a widely used textbook that almost every MBA student is familiar with.

Another student described this course in general (not just Professor Kao’s section) as being an simple undergraduate Marketing course packaged as a graduate course. That might be somewhat valid, but for the group of students in my course, starting an MBA program without this knowledge, the content seemed appropriate.

Recommendation

I would recommend taking this course from Professor Kao because it was well structured and covered the basic marketing model and market research techniques thoroughly. Because Professor Kao doesn’t have industry experience, a different instructor with a professional background may add a lot of value for many students. Also, if you are a new MBA student who already has some marketing education you should consider waiving this course altogether.

Trailer

This article was first written in 2008 by Dylan Salisbury for dylansalisbury.com. All rights reserved. I added this paragraph because spam blog sites pick up copies of my blog posts.

For a list of course reviews and a disclaimer, visit my Course Reviews page.