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  • MKTG 464 Marketing Strategy and Management Winter, 2010 Instructor: TC Dale Email: tdale@pdx.edu Office: SBA 439 Office Phone: 503-725-3707 Office Hours: Wed 3:00 - 4:00 & By Appt Cell Phone: 360-600-7461 Section 002: Wed 5:40 – 9:20 CRN: 44220 Room: CH 158 Course Catalog Description and Prerequisites Capstone course designed to apply marketing concepts from the perspective of the Marketing Manager in a variety of business applications with a focus on marketing strategy and development of the marketing plan. Key emphasis is on integrating the major areas of marketing management including customer identification, industry analysis, product and communication strategies, distribution, pricing, and control. Prerequisites: BA 311 and MKTG 460. Course Learning Objectives • Develop a framework for understanding marketing challenges and opportunities • Analyze marketing situations and provide specific recommendations • Understand the use of market information in development of competitive advantage • Explain and apply key marketing terms, concepts and fundamental strategies • Research, develop and effectively communicate a marketing plan Required Textbooks • Roger J. Best, Market-Based Management 5th Edition, ISBN 0-13-233653-6 • Marian Burk Wood The Marketing Plan Handbook 3rd Edition, ISBN 0-13-600482-2 A combination package is available at the PSU Bookstore, ISBN 0-13-702308-1 Required Harvard Business Review Materials • Harvard Business Cases must be downloaded from Harvard Business Online at: http://cb.hbsp.harvard.edu/cb/access/4948186 • If you have not previously registered with Harvard Business Online, you will be required to do so. You will have immediate access to the materials upon placing your order. For subsequent access, you must login to http://harvardbusinessonline.org Course Website • Class materials are posted at: www.sba.pdx.edu/faculty/tcdale/course.html The site requires a user identification (MKTG464) and a password that will be provided during the first class session. Both are case sensitive. Course Structure Class meeting format includes lectures, videos, class discussions and exercises linked to weekly marketing themes. Students will use case analysis, individual and group projects to apply strategic marketing concepts to “real world” marketing situations. The course is designed to develop skills in strategic thinking, communication, problem solving and team work.
  • Assessment Overview Course grades will be based on the following: Element Weight Points Class Participation 20% 100 HBR Case Analysis (5 @ 15 pts ea) 15% 75 Statement of Work Team Proposal 3% 15 Midterm Situation Assessment Report 20% 100 Final Marketing Plan Presentation 18% 90 Final Marketing Plan Team Paper 20% 100 Peer Evaluation 4% 20 Totals 100% 500 Course Assignments Class Participation This is an interactive course. Students are expected to come to class prepared and ready to participate in and contribute to class discussions. Keys to successful class participation include: • Attend class. Do not expect a grade higher than a B+ if you miss two or more classes. • Come prepared. Read weekly materials and complete homework assignments on time. • Speak up. What strikes you about the topic may also be interesting to others. • Get involved. Ask questions and work through class exercises and discussions. • Provide feedback. Respond thoughtfully to comments from other students. Expect that from time to time you will be called on in class to answer questions about the assigned case study, reading materials, current events or topics. In class activities, quizzes and homework assignments will also contribute to the class participation grade. Students are encouraged to bring examples of current events that highlight marketing concepts to class. Case Analysis There are four individual and one team Harvard Business School case analysis assignments. Case write-ups are due as noted in the course schedule. Each two-page write up of your analysis is worth up to fifteen points. For each assignment, please answer the following questions: 1. What key problems and/or opportunities does the decision-maker face in the case study? Don’t confuse symptoms with problems: think of problems as causes and symptoms as effects. 2. What could they do to address the problem? Prepare a list of alternatives. Decide which are feasible, given financial, operational, marketing and managerial constraints. 3. What should the decision-maker do? Recommend a specific course of action and steps to take to solve the problem. Support your suggestion with information from the case. Additional questions may be assigned in class for write up or discussion. Please use 12-point font, with a one-inch margin on the top, bottom and each side of the page for all written MKTG 464 Marketing Strategy & Management Winter 2010 Page 2
  • assignments. You can attach diagrams or examples to support your analysis, but the text cannot exceed two pages. Assignments are due at the beginning of class. Late papers are not accepted. While you are encouraged to discuss cases with other students, the four individual case analysis write-ups are individual assignments that must reflect your own work; the team case analysis should reflect your collective effort. Case analysis write-ups will be graded as follows: • Identification of problems and issues 25% • Development of alternative solutions 25% • Feasibility and support for recommendations 25% • Clarity of paper and writing quality 25% Marketing Plan Team Project You will be divided into teams during the first class session. Teams are responsible for developing a strategic marketing plan for either a start-up or a new strategic business unit (SBU) for an existing company. The focus of the plan is to drive growth in a new area by analyzing a particular market opportunity that will be targeted by the SBU or start-up. The project will follow the Marketing Plan Outline framework included in this syllabus, and must incorporate the core strategies of targeting, positioning and branding as primary sources of strategic advantage. You may want to consider contacting a local business or choosing a publicly held company. In either case you must establish a point of contact with that business. If you have an entrepreneur on the team and want to focus on your own start-up company, or have a team member employed by your target firm, please contact the instructor for approval. The team will take on the role of marketing consultants, hired to develop a strategic marketing plan to drive new growth for the firm. The intent of this project is to utilize the market planning process to propose creative ideas and marketing strategies that will provide new and profitable growth opportunities for the firm. The team project will be prepared in three phases: Statement of Work Proposal, Midterm Situation Assessment Report and Final Marketing Plan. Phase 1: Statement of Work Proposal (SOW 10 Points; Group Agreement 5 Points) Your team will submit a two-page written statement of work proposal including the following: • Team information (team name, members, team leader, contact info) • Client business name and company overview (who they are, what they do) • Current product or service description (what they offer, who buys it) • Proposed focus of the marketing plan (new product, target market, service, etc.) • Marketing objective (what your plan will accomplish) • Preliminary information resource list (at least five sources, plus one direct contact) Teams must present a 5 to 10 minute overview of their proposed SOW to the class. Attach a one- page Group Agreement to the SOW, defining the team expectations, participation requirements, workload distribution, and decision-making and team management strategy. Points will be awarded for this element based on overall work quality and completeness. MKTG 464 Marketing Strategy & Management Winter 2010 Page 3
  • Phase 2: Midterm Situation Assessment Report (Report 60 Points; Presentation 40 Points) Your team will research and prepare both a written and oral report on its initial findings as a result of the Situation Assessment. This 20 – 30 page report provides the foundation for the marketing strategy, and must address sections 1 through 5 of the Marketing Plan Outline. Highlights of the SAR will be presented to the class in a 15 to 20 minute PowerPoint presentation. Deliverables due at the beginning of class include the written report, one two-slide per page hand out version of the PowerPoint presentation and electronic copies of both on CD or flash drive. Points will be awarded based on thoroughness of research, thoughtfulness of analysis, identification of issues, utilization of tools, presentation quality and clarity. The report must follow citation guidelines and incorporate exhibits and attachments to support the analysis. Phase 3: Final Marketing Plan (Report 100 Points; Presentation 90 Points) Based on your SAR and additional research, your team will develop the strategic marketing plan for your firm. This comprehensive plan needs to address sections 1 through 10 of the Marketing Plan Outline. It should include recommendations made during the midterm review, the team’s recommended growth strategy, marketing strategies and programs to support the new direction, and financial impacts. The plan can be organized in any manner determined by the team, but must address each of the primary topic areas in the Marketing Plan Outline. A draft of the presentation and team meeting with the instructor is due week 8. Highlights of the 40 – 50 page report (exclusive of appendices) will be presented to the class during the final class sessions. Teams will have 25 to 30 minutes for the group presentation, plus 10 minutes afterwards for Q & A. Paper and electronic copies of both the report and a two-slide per page handout version of the PowerPoint slides must be submitted prior to your presentation. If you have more slides than you have time to present, attach them as appendices. Each team member must actively participate in the final presentation. Points will be awarded for the overall group presentation (50 points), individual presentation (40 points) and group report (100 Points) as follows: • Research identification of problems and issues 20% • Quality and feasibility of recommendations 20% • Clarity and presentation quality 20% • Use of marketing tools, language, concepts 40% The report must follow citation guidelines and incorporate exhibits and attachments to support the recommendations. Audience evaluations will contribute to the team presentation score. Peer Evaluations (20 Points) Peer evaluations are due at the final class meeting. Each person will evaluate the performance of the other team members using the following 30 point format: MKTG 464 Marketing Strategy & Management Winter 2010 Page 4
  • Your Name: _______________________________________Your Team: _________________ Total Points Meeting Attendance Overall Effort Contribution to Contribution to Contribution to EffectivenessOverall Presentation Research Analysis Member Name Rate each team member 1 through 5 based on the following scale: 5 = Excellent 4 = Above Average 3 = Average 2 = Below Average 1 = Failure Comments: Failure to submit the peer evaluation on time will result in a grade of zero for this element. MKTG 464 Marketing Strategy & Management Winter 2010 Page 5
  • Tentative Course Schedule Winter 2010 MKTG 464 Marketing Strategy & Management CRN 44220 Text HBR Week Date Topics Assignments Due Chapters Cases Marketing Fundamentals Best Orientation, Performance & Form teams 1 Jan 6 1, 2, 14 The Marketing Plan Select firms Wood 1 Video Case: Harley-Davidson Marketing Insights Statement of Work Best 3, 4 Icebreaker 2 Jan 13 Market Analysis and Team Presentations Wood 2, 3 9-806-006 Customer Value Icebreaker Case Market Focus Segmentation, Targeting, Best 5, 6 Kinko’s Marketing Articles 3 Jan 20 Positioning and Advantage Wood 4 9-506-024 Kinko’s Case Video Case: Marriott Marketing Strategy Best Situation 4 Jan 27 Strategic Market Planning, 11 – 13 Assessment Report Offense and Defense Wood 5 Team Presentations Positioning the Brand Mountain Product, Service and Best 7 MM Brewing Co 5 Feb 3 Man Brew Branding Strategies Wood 6 Team Case 2069 Video Case: Amex Delivering Customer Value Virgin Value Based Pricing and Best 8, 9 6 Feb 10 Mobile Virgin Mobile Case Channel Strategies Wood 7, 8 9-504-028 Video Case: Hasbro Communicating Value Promotional Strategies and Best 10 Vans 7 Feb 17 Vans Case Considerations Wood 9 9-502-077 Video Case: Motorola Controlling the Plan Best Presentation Drafts 8 Feb 24 Performance Metrics, 15, 16 One-on-ones Managing the Plan Wood 10 Team Presentations 9 Mar 3 Team Marketing Plans Peer Evaluations Team Presentations 10 Mar 10 Team Marketing Plans Peer Evaluations 11 Mar 17 Final 5:30 – 7:20 Course participants are expected to maintain high standards of academic honesty. Academic honesty is a requirement for passing this course. MKTG 464 Marketing Strategy & Management Winter 2010 Page 6
  • Marketing Plan Outline I. Executive Summary Strategic messages from the marketing plan A. Define market opportunity Target market need, value proposition, competitive advantage, and size of the opportunity B. Synopsis of the plan Plan objectives and goals, marketing strategy, highlights of recommendations C. Outline resource requirements and return Sales forecast / projections, program expenses / investment, keys to success II. Situation Analysis Review of significant elements in the current business situation A. Company analysis Company profile, financial performance, market orientation, leadership and position B. Environmental analysis Economic, political, legal / regulatory, technological, socio-cultural trends C. Industry analysis Industry profile, financials and growth, major issues III. Market Analysis Identification of potential customer groups and requirements A. Market segmentation Customer characteristics, buying behaviors, usage, loyalty B. Target market customer profiles Customer needs, value drivers, adoption C. Market demand for each segment Forecast size, growth, potential IV. Competitive Analysis Review of competitive environment and threats A. Competitive environment Entry / exit barriers, buyer / supplier power, substitutes B. Competitive landscape Significant players, levels of competition, rivalry, major issues C. Profile key competitors Relative position, advantage, share, profitability V. SWOT Analysis Strategic implications from external, internal and market reviews A. Significant opportunities and threats in the market B. Key strengths to be leveraged and weaknesses to be overcome C. Implications and conclusions for marketing strategy MKTG 464 Marketing Strategy & Management Winter 2010 Page 7
  • Marketing Plan Outline, cont. VI. Strategic Market Plan Market focus, competitive strategy and goals A. Marketing mission, goals and objectives Growth, leadership, target market, share, objectives B. Market positioning Differentiators, perceptual maps, value proposition C. Branding strategy Identity, naming, personality, building / leveraging equity VII. Marketing Program Strategies Marketing programs to achieve strategic market goals A. Product Strategy Objectives, whole product offer, pathway B. Pricing Strategy Objectives, internal / external orientation, strategy, elasticity, price / quality positioning C. Distribution Strategy Objectives, sales channels, intensity, length, function, margins D. Promotion Strategy Objectives, advertising, public relations, sales promotion VIII. Implementation and Control Resource and management plan framework A. Financial projections Sales forecast, marketing budget, profit, assumptions B. Operational requirements Headcount, services, support, tools C. Controls and management Action plans, schedules, metrics, risks, contingency plan IX. Bibliography Formal citation of research sources, materials and references A. Research format documentation sourcing Single methodology, citations within text, links to bibliography X. Appendices Additional documentation in support of plan A. Market, customer, financial, analysis backup information Data, research, assumptions, detail MKTG 464 Marketing Strategy & Management Winter 2010 Page 8