Class Hours – Tuesdays


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Class Hours – Tuesdays

  1. 1. WINTHROP UNIVERSITY COLLEGE OF BUSINESS ADMINISTRATION MKTG 489: MARKETING STRATEGY FALL 2008 Instructor: Terrence M Ryan (Terry) Office: Thurmond 512 Phone: 803 627 5202 e-mail: (the best way to reach me) Webpage: (Under Construction) Class Hours – Tuesdays & Thursdays: 3:30-4:45 PM Room: Thurmond 306 Office Hours - Thursdays: 5:15 – 6:15 PM or by appointment PREREQUISITES: MKTG 381, MKTG 482, FINC 311 and Senior standing. TEXTBOOK: Strategic Marketing, 9/e by David Cravens and Nigel Piercy 2008 McGraw-Hill; ISBN: 0073381004 Articles from the Wall Street Journal and other business publications will be discussed in class to illustrate the application of marketing strategy concepts. These sources may also provide scenarios for exams. A. 1. COURSE OBJECTIVES This is the “Capstone” Marketing course for Marketing Majors. The course entails integrating buyer behavior, the marketing mix, economics, accounting, finance, and the strategic marketing decision- making process under a variety of environmental conditions. The format for the course is lecture, discussion and – primarily - case analysis. You will be required to integrate ALL concepts and marketing management processes learned in previous marketing courses and other business courses to aid your case analyses. You are advised to use your textbooks from previous classes for references. Specific course objectives include: 1. To gain an understanding of the strategic marketing management planning process. 2. To integrate the various facets of marketing covered in other marketing, businesses, and general education courses and to apply these concepts to the development of a comprehensive marketing program. 3. To provide experience in problem-solving involving unstructured situations with incomplete information 4. To further develop the ability to communicate effectively through oral presentations and in writing. A.2. COURSE STRUCTURE The course is intended to be an enlightened discussion in which students share their ideas and benefit from each other’s perspectives. To that end, each class is structured into two different structures: Part 1: will be devoted to discussing the chapters in the text. These classes will also include discussing cases, quizzes, articles and other exercises.
  2. 2. Part 2: We will form study groups of four students each at the beginning of the course. Eight (8) cases will be presented and discussed in class. Students on the presentation team will hand in both a team written case (definition of the decision situation, alternatives, decision criteria, detailed analysis of each alternative, and recommendations) and conduct a PowerPoint presentation. Everyone in the class should read each case before it is discussed and is expected to participate in discussion and critique of the case after the team presentation. Please note that I may call on individuals when they are not active in class discussion of a case. B. GRADING: Examinations in this class cover materials from lectures, exercises, cases, and reading assignments. They consist of multiple choice and open questions. Make-up exams are rarely given. If due to a medical emergency (Documentation is required as proof of illness or an emergency) you miss an exam, and the instructor is notified before the time of the exam, a make-up will be considered. Otherwise you will receive a grade of “zero.” Evaluation Project Overall Percentage Case Presentations & Discussion 50% Team Case & ppt. Presentation 20% (2 x 10 points) Case Discussion & Participation 24% (6 x 4 points) Advertising Exercise (Course Schedule) 6% Case Exams 50% First Exam 15% Second Exam 15% Final Exam 20% Web Portfolio Must be completed at satisfactory level to get credit for the course Total 100% 100% Marketing Strategy is the paramount course in the marketing option. All activities listed above are part of the learning process and participation is required to receive credit for this class. Failure to complete any of the requirements listed under evaluation above will result in an “F” for this class. Grading is based on the following scale: Undergraduate A 94-100% C 70-76.9% A- 90-93.9% D+ 67-69.9% B+ 87-89.9% D 60-66.9% B 80-86.9% F < 59.9% C+ 77-79.9% NOTE: Winthrop University policy does not allow faculty members to provide grade information over the telephone or via email. Please do not call or email requesting grade information. C.1 CASE STUDIES Case report assignments will be made as soon as teams are formed. Each group will present one case report during the semester and submit a PowerPoint slide presentation for the case with handout for the class. More specific instructions and notes on evaluation criteria are provided in the rubrics and materials handed out in class. The following guidelines should be used in preparing and presenting your case.
  3. 3. Specific guidelines for preparing PowerPoint slide presentation and handout include: a) The cover page should identify the course, the case title, group members, instructor, and delivery date. b) The structure of the report should be logical and space devoted to each aspect in accordance with its importance to your analysis and recommendation(s). c) Reports should address the central issue in each case and clearly present your analysis of the situation and your recommendations for action. Do not simply rehash case facts. Use relevant concepts covered in the accompanying articles and past marketing courses. d) Reports should be well organized and presented in a professional manner. Analysis should concentrate on material in the case. You may, however, add to this material if you wish by gathering such additional data as industry statistics, the opinions of knowledgeable people in the industry and small-scale consumer surveys. Any information that postdates the case should be so noted in your report. e) Case discussions dates are listed on the class schedule. Questions are posted on the class website. In writing up the case and answering the questions, students should put themselves in the position of the manager making decisions at the firm in question. Assigned reading for the case and other materials covered in the course up to this point should be used to support your case. Back your decisions with financial or quantitative analyses wherever the case provides data. Be sure to explain any assumptions that you are making. If the case deals with a subject area with which you are not familiar, it is your responsibility to research additional materials on the topic. f) Please note, the case study method usually proves to be a different type of teaching and learning style than the normal classroom. The instructor will not lecture or provide solutions for the case, but rather guide the direction of class discussion and evaluate the quality of student participation. Specific guidelines for in class group presentations: i. We will spend a considerable amount of time at the beginning of class on how to put together a good PowerPoint slide presentation and develop a good case study. You will be expected to follow the guidelines and will be evaluated based on a presentation rubric that includes the quality of the PowerPoint slides and the story you tell to accompany the slides. ii. All group members should be involved in the presentation, although the involvement does not have to be equal. You are encouraged to come up with interesting, innovative approaches and to have some fun with this assignment. iii. Each presentation should be planned to take 15 minutes at the maximum. Your group should hold several rehearsals prior to your presentation. Your group must establish priorities and use the time efficiently. Make sure the class can understand and follow your analysis. Effective communication of your ideas is key. iv. Each report should be supported with a PowerPoint presentation. You need to check out the classroom computer to make sure that you can access your PowerPoint slides as needed for your presentation. Please bring a back-up copy of your presentation to class, preferably on a memory stick, just in case there are problems opening the file. C.2 CASE PARTICIPATION Good, lively case discussions are essential to make this course work in the intended manner. During the case discussions I will act as a moderator and guide the discussion. You are expected to volunteer comments throughout the discussion, and to respond when called upon. Also, you are expected to react to the comments of other students. If you don't agree with what has been said, by all means say so; or if you would like to add to the analysis of another student, please do so. You should also feel free to move the discussion on to new areas when you feel this is appropriate.
  4. 4. At the conclusion of each discussion the instructor will attempt to summarize what has been said and explain the teaching objectives of the case. Occasionally students will be asked to do this instead. Your participation will be evaluated daily on the basis of the quality and quantity of your discussion both when called upon to give your analysis, and when reacting to other students. Case participation will be evaluated each class period based on the quality and quantity of your comments. You are encourages to discuss each case in advance with your fellow students. In fact, you are encouraged to form a study group and then meet regularly before each class. The study questions are helpful preparation aids for each case. Use the study questions for each case to prepare for class; they may be used to focus and guide class discussion. Your case participation grade is earned through consistent, quality comments and question throughout the semester and cannot be crammed into classes at the end after missing several classes. Students should be aware that they will be called upon to give answers to question on the case study if they do not voluntarily participate. At the conclusion of the class discuss a “Participation Evaluation Form” will be filled out by each student outlining the contribution he/she made during the case discussion. The following guidelines will be used for evaluating class participation: F = Absent from class (excused or unexcused) D = Attended class, but did not make any comments C = Answered a specific question or made a comment about a minor point B = Made a good contribution to the discussion (by fulfilling at least half of the criteria listed below). This deals with the quality of the discussion in addition to the quantity of discussion. A = Excellent contribution (by showing evidence in all or most of the criteria listed below). Criteria for evaluating a good/excellent contribution: 1. Answered question with support for your answers. Do your comments go beyond the mere recitation or facts? 2. Well thought out answers based on concepts applied to the case based on assigned articles or concepts covered in other marketing classes. Is there evidence of analysis of concepts rather than simply an expression of opinions? 3. Development of potential solutions to the case problem or issue beyond the obvious solution and based in marketing theory and practice. 4. Show knowledge of specific strategic marketing issues covered in class or assigned readings as they relate to the case. 5. Are the comments linked to those of other members and relevant to the discussion? 6. Did the contribution further the class’s understanding of the issues? 7. Provided leadership in class discussion in a way that benefits the class’s ability to learn. 8. Did you synthesize information in the case? This means that you exhibited the ability to use seemingly unrelated pieces of information to form a clear view of the big picture, thus determining what was important, using that information to make specific points, and simplify the material by eliminating any unnecessary facts, figures, and extemporaneous materials. There will be no make-up of missed cases without a valid medical certificate. Students who know they will miss a class for reasons such as job interviews, athletic events, and family commitments may submit a typed two or three page report on the case assigned for that day prior to class. Only one case discussion maybe made up. The second missed case discussion will result in a zero for class participation. Please include your name, the name of the case, and the date you missed class in your email. Your participation mark for that day will be based on the quality of the report you submit. Please note that arrangements consist of two way communication. Dropping an email to the instructor five minutes before class starts announcing that you will not attend is not acceptable. Do
  5. 5. not underestimate the importance of attending class. D. TEAM PARTICIPATION Teams will be assigned on the second day of class. All team members are responsible for preparation project materials as assigned on the syllabus and in class. Peer evaluations will be used to judge the contribution of each squad /team member. An illustration of the method used for calculation of your grade using peer evaluation can be found in this syllabus. Please note that these evaluations do affect your grade and are take seriously by the instructor. All team members are required to submit a peer evaluation. Failure to submit a peer evaluation, on time and filled out correctly will lower your individual grade on the assignment by one letter. If I do not receive peer evaluations from every group member within one week, individual grades maybe determined by an average of those evaluations that were received. E. ASSIGNMENTS: 1. All assignments must be done on a computer and saved to a disk as well as to your system’s hard drive or Winthrop’s Z-drive. All work should be available for the duration of the semester. KEEP AN EXTRA COPY OF ALL ASSIGNMENTS. NEVER HAND IN YOUR ONLY COPY. 2. All work should be submitted on time. All work should be placed in your folder at the beginning of class IN HARD COPY on the due date. The subject line of all electronic copies of PowerPoint slides or other materials should be submitted using your class designator MKTG 489, the name of the assignment and your last name or if a team assignment the last names of all students on your team. Computer, printer, and disk problems are a fact of life at the last minute. You need to plan accordingly. These are not acceptable excuses for late work. Assignments are made for specific day when that topic is covered. Late assignments lose their value very quickly. Missed assignments accompanied with documentation of an EMERGENCY and notification before the time assignment will be evaluated on an individual bases. 3. All assignments must be completed to earn credit for this course. F. ACADEMIC DISHONESTY Any form of bribery, cheating, lying or plagiarism will not be tolerated. This applies to exams, projects, and assignments. Written assignments and reports WILL be checked for plagiarism. Students are expected to be familiar with the University policy on academic dishonesty which is readily available in the University Catalog. Any infringement of the academic dishonesty policy is a serious concern and will be dealt with accordingly by this instructor. Such infringement may result in the student being assigned a grade of "F" for the course, or more severe action may be taken. Such infringement will also be reported to the Office of the Vice President for Student Life as outlined in the University Policy. To avoid any misunderstandings, taking someone else’s work from the Internet or any other source and turning it in as your work is considered to be plagiarism. All written assignments in this class are required to be your original work. Please do not use Wikipedia as a reference. G. ATTENDANCE Attendance is required . . . it is not an option. Doctors’ appointments, job conflicts, and studying for other classes are unacceptable reasons for missing class. Students are expected to be on time for class and stay for the entire class period. For this course, you may have 7 absences. If you come more than 15 minutes late or leave early it will be counted as ½ of an absence. As stated in the Winthrop University Catalog if you miss 25% of the class (which is equal to more than 7 absences in this class), a grade of N or F will be assigned. You are responsible for obtaining notes for any materials missed due to class absence, and you should check with classmates in case you miss any important announcements, assignments or group work. You should also check with classmates to obtain copies of any notes from a class you miss. STUDENTS ARE RESPONSIBLE FOR ANYTHING THAT TOOK PLACE IN CLASS DURING THEIR ABSENCE.
  6. 6. Think of this as a professional commitment, where showing up for class (work in the future) is not optional and prior notice and an excuse for missing class (work) is expected. If you are absent when your case study group is called upon to give an oral presentation and your partner has to give the presentation alone, you cannot get credit for the presentation. If prior arrangements have not been made with the instructor, you will receive a zero. Please note that arrangements consist of two-way communications. Dropping an email to the instructor five minutes before class starts announcing that you will not attend is not acceptable. The schedule for our discussions of class material and case presentations is attached. Necessary deviations from the schedule will be announced in class. If you miss class, it is your responsibility to contact me or a fellow student to learn of changes or to obtain notes for any material covered during a class you miss. The material covered in class will be important for your ability to produce a high quality project and for your exams. H. WEB PORTFOLIO This project focuses on your career goals, by developing your own business plan for getting an employment position or advancing your career. Students should use the guidelines on the Web Portfolio Outline to develop their own Business Plan. Ultimately, this exercise creates a strategic approach that will give you a competitive advantage over other applicants and co-workers. The web portfolio produces a visual representation of yours skills and capabilities for use in career development and job placement. I. PEER EVALUATIONS In order to encourage individual participation, peer evaluations will be given during the semester. It is in you best interest to participate in your group. The following is an example of how a peer evaluation can affect your grade. Assume that your assignment or project gets a grade of 85% and the students evaluate their peers in the following manner: (NOTE: each peer evaluation sheet must total 100%). If you have any questions during the semester concerning your peer evaluations please see the instructor. Example of Peer Evaluation John’s Sally’s Becky’s Roger’s Total eval- eval- eval- eval- uation uation uation uation of of of of John 25% 25% 25% 25% 100% Sally 30% 25% 28% 28% 111% Becky 20% 25% 25% 20% 90% Roger 25% 25% 22% 27% 99% Total 100% 100% 100% 100% Grades = John 85% * 100% = 85.00% Sally 85% * 111% = 94.35%. Becky 85% * 90% = 76.50%. Roger 85% * 99% = 84.15%
  7. 7. If all students do an equal amount of work, as judged by their peers in the group, they will all get the same assignment or project grade. Overall group evaluation points will be shared with the group members throughout the semester for the purpose of improving group performance. Peer evaluations are due with each squad or team assignment. Failure to turn in you peer evaluation will result in a one letter grade drop on your assignment for any individual that does on turn in the peer evaluation on time which is when the paper, project, case, or assignment is due. Peer Evaluations are posted on my website and it is your responsibility to download the evaluation from the website, fill it out on time, and turn it in with your assignment. J. STUDENTS WITH DISABILITIES If you have a disability and need classroom accommodations, please contact Gena Smith, Coordinator, Services for Students with Disabilities, at 323-2233, as soon as possible. Once you have your professor notification letter, please notify me so that I am aware of your accommodations well before the first test/paper/assignment. K. COLLEGE OF BUSINESS ADMINISTRATION EXPECTATIONS REGARDING PROFESSIONALISM IN THE CLASSROOM The College of Business Administration is a professional organization with a well-defined and widely disseminated mission of student development. Accordingly, each class represents a gathering of professionals and professionals-in-training. The professor’s job as a professional is to deliver quality instruction in each class, to start and end each class on time, to be responsive to student perspectives, issues, and questions, and to treat each student with respect. The student’s job, as a professional-in-training, is to be prepared for class, to be on time, to attend all classes, and to treat others in the class with respect. In accordance with these roles, the following guidelines were established to specify to students the faculty expectations regarding their behaviors: 1. Students should attend all class meetings. There are no “excused” absences, even for athletes. According to the university-wide attendance policy, if you are absent from class for any reason, it is counted as an absence regarding the 25% rule. In the event that you will be unable to attend a class session, you should inform your professor and any team members in advance as a matter of professional courtesy, just as you would an employer. 2. Students should arrive in class on time. Late arrivals are disruptive, inconsiderate, and unprofessional. Professors may make arrangements for tardiness, but are not obliged to do so. Those not present at the beginning of the classroom period after the role has been taken will be considered absent. This will count as ½ an absence. 3. Students should not leave class before its conclusion. Early departures are disruptive, inconsiderate, and unprofessional. Professors may make arrangements under some circumstances, but are not obliged to do so. Those not present at the end of a class period will be considered absent. This will count as ½ an absence. 4. Students should not converse among themselves during class except when instructed to do so. When a student or several students disrupt the class through such conversations, the professor will either ask the student(s) to desist immediately or speak to the student(s) at the conclusion of class. Repeat offenders will be disciplined based on the Winthrop University Student Handbook Penalties could include expulsion from the course or from the university. 5. Students should turn off all cell phones and pagers before entering the classroom. These devices are a disruption and will not be tolerated. Cell phones must be turned off in class. If yours rings, you are officially absent for that class. If you have an emergency situation that requires it be on, you must clear that with me before class and you must set the phone to “vibrate” rather than to ringing. 6. Students should dress appropriately for class. Wearing hats and sunglasses in class is unprofessional and will not be permitted. When your team is presenting, it would be
  8. 8. appreciated if you would wear business attire (coat & tie for the men; equivalent for the women).
  9. 9. Marketing Strategy Course Schedule Date Topic Case/Assignment/Project Due Date 1 08/26 Overview: Marketing Web Portfolio Assigned – (Due 9/23) Management Analyzing a Case Study/Articles/ Project Case Study Analysis, Outline Class Policies & Procedures Articles & Project Outline 2 08/28 Market-Driven Strategy - Avoiding Death by PowerPoint Chapter 1 “Death by PowerPoint” and references for images and quotes 3 09/02 Brainstorming - Read the PRACTICE CASE: Case 6-25 Cima (Situational, SWOTT and Mountaineering, Inc. - Class Activity financial analysis followed by applications of theories, models, terminology, and/ or strategies that bear on the situation) 4 09/04 Step 2: Grouping and PRACTICE CASE: Case 6-25 Cima Mountaineering, Inc. - identifying the core - Class Activity Problem Identification & Alternative Evaluation Melvin Young – Web Portfolios 5 09/09 Step 3: Storyboarding off PRACTICE CASE: Case 6-25 Cima Mountaineering, Inc. - the computer & using slide Class Activity sorter to develop presentation 6 09/11 Markets and Competitive Market Segmentation - Chapter 3 Space - Chapter 2 7 09/16 CASE [1]: 6-17 Procter & Gamble Co. Assigned Team A: Presentation & Peer Evaluations All students: Participation Evaluations 8 09/18 Strategic Customer Capabilities for Learning about Customers and Markets - Management – Chapter 4 Chapter 5 9 09/23 Web Portfolio Web Portfolio Presentations Presentations 10 09/25 Web Portfolio Web Portfolio Presentations Presentations 11 09/30 CASE [2]: 6-14 L’Oreal Nederland Assigned Team B: Presentation & Peer Evaluations All students: Participation Evaluations 12 10/02 Exam #1 Case study will be provided on 30 Sep 13 10/07 Case [3]: 6-15 ESPN Assigned Team C: Presentation & Peer Evaluations All students: Participation Evaluations 14 10/09 Market Targeting and Strategic Relationships Strategic Positioning Chapter 7 Chapter 6 15 10/14 Innovation and New Brand Management Chapter 9 – BMW Case (hand-out) Product Strategy Chapter 8
  10. 10. 16 10/16 Case [4]: 6-5 Toyota Assigned Team D: Presentation & Peer Evaluations All students: Participation Evaluations 17 10/21 Managing Value Chain Pricing Strategy - Chapter 11 Relationships - Chapter 10 18 10/23 Case [5]: Roll Y’er Own 1/ Assigned Team A: Presentation & Peer Evaluations All students: Participation Evaluations 10/24 Last date to drop class with N grade 19 10/28 Exam #2 Case study will be provided on 23 Oct 20 10/30 Advertising and Sales Advertising and Sales Promotion Strategies - Chapter 12 Promotion Strategies Chapter 12 Hand-outs for Advertising Exercise – 06 Nov 11/04 Election Day – no class VOTE 21 11/06 Advertising Exercise Six minutes per two-person team - materials will be provided (random draws for presentation order) 22 11/11 Case [6]: Roll Y’er Own 1/ Assigned Team B: Presentation & Peer Evaluations All students: Participation Evaluations 23 11/13 Internet Marketing Internet Marketing Strategies - Chapters 12 & 13 Strategies Ch’s 12 & 13 BMW Example 24 11/18 Case [7]: Roll Y’er Own 1/ Assigned Team C: Presentation & Peer Evaluations All students: Participation Evaluations 25 11/20 Sales Force and Direct Sales Management Tools Marketing Strategies Chapter 13 26 11/25 Case [8]: Roll Y’er Own 1/ Assigned Team D: Presentation & Peer Evaluations All students: Participation Evaluations 11/27 Thanksgiving Day – no class 27 12/02 Designing Market-Driven Marketing Strategy Implementation and Control - Chapter Organizations – Chapter 15: Metrics, Metrics and More Metrics (aka NUMBERS!) 14 28 12/04 Marketing Strategy Marketing Strategy Challenges Challenges 12/09 Study Day Case study for Final Exam will be provided on 04 Dec 29 12/11 Final Exam @ 1500 (3:00 The final examination schedule is posted by Records and PM) Registration at ( Winthrop University policy states that travel or work schedules are not valid reasons for missing or rescheduling a final exam. 1/ Roll Y’er Own – the teams will select cases from lists that the instructor will provide. These lists differ by team so that different strategic elements are addressed.