Course Title: Strategic Marketing Management
Course Number: EBK 408
Prerequisites: EBK 202. Required for Management/Marketing Majors
Credit Hours: 3
Developer: Ira Teich, Ph.D
Last Update: 12/1/03
An in-depth exploration of strategic marketing such as target marketing, product development,
pricing and competitive activity, developed and implemented in a realistic computer-based
simulation, within the broader framework of business strategy.
1. Understanding of the respective discipline from a theoretical basis.
2. Understanding of the respective discipline from a practitioner basis.
3. To familiarize the students with the appropriate level of the core concepts of the specific
4. To show the students how the specific subject benefits an organization, its targeted
audience, its stakeholders, and home and host markets.
5. To delineate, analyze, and synthesize the various subject components.
6. To allow each student multiple opportunities to demonstrate acquired knowledge via
interactive and/or individual activities such as class participation, homework, exams,
presentations, and term projects.
7. To learn the importance of ethical individual and organizational behavior.
8. To develop an understanding of how local, regional, national, and world events and
changes impact organizational behavior.
9. To understand the impact of changing and new technologies, such as the Internet, on
business activities and decision-making.
10. To gain an appreciation of the dynamics of change.
11. To learn the specific terminology and definitions associated with each discipline.
1. To apply marketing concepts, tools, and strategies to specific corporate marketing
2. To integrate and articulate knowledge acquired in other marketing courses to specific
marketing opportunities and threats
3. To appreciate the need for long term marketing strategizing and implementing to assure
an organization’s long term viability
4. To develop the rationale of how strategic marketing planning affect operational and
1. To enrich students’ appreciation of the Jewish heritage.
2. To promote study of traditional liberal arts and sciences.
3. To foster an appreciation of scholarship and enhance research skills in business
4. To further professional and pre-professional career interests of students in the fields of
management and marketing.
5. To prepare students to contribute to society through education and community service.
6. To develop students’ critical reading, listening, and reasoning skills.
7. To develop students’ abilities to solve problems, interpret data, and to foster analytical
and quantitative thinking.
8. To promote sensitivity to ethical issues and promote moral reasoning.
9. To prepare students to communicate clearly and effectively in spoken and written forms.
10. To foster students’ abilities to access and evaluate information objectively and
11. To introduce students to skills needed to function effectively in a technological society.
12. To foster respect for and appreciation of cultural diversity.
13. To enhance a global perspective regarding economic, social, and cultural issues.
14. To meet the special needs of under-prepared students through developmental skills
courses in English, ESL, and mathematics.
Topical areas covered will include the historical development and importance of marketing since
the industrial revolution to present and to the near future. Factors of segmentation and targeting
will be developed and their importance to developing a cohesive marketing strategy will be
covered. An emphasis on the classical 4 P’s of marketing as well as the newer 4 C’s of marketing
will be presented and contrasted. The students, acting as senior marketing managers, will
develop strategic plans for selected companies facing specific marketing situations.
Computer simulation software pre-packaged with textbook, cases selected by instructor.
At the direction of the instructor, students are required to obtain and read all assigned materials
prior to the due dates. All exams are to be taken. If homework and/or oral and/or written
assignments are given, students are required to deliver the assignments in accordance with the
The instructor will determine the value and weighting of each course component as well as the
cut-offs for each letter grade in accordance with institutional suggestions and the due dates of
each. The instructor will determine the number and nature of exams and assignments, which test
students’ ability to learn the subject as well as demonstrate the students’ ability in learning
critical subject skills. The exact grading guidelines must appear in the course outline section of
this syllabus. At a minimum, there will be a mid-term and final exam and an assessment of the
students’ contribution to the topical classroom lectures.
Subject lectures will be enhanced using a combination of the following learning tools: textbook,
handouts, overhead transparencies, chalkboard, videos, guest speakers, case studies, current
articles found in newspapers and/or magazines, and Socratic classroom environment. Other
creative learning methods, as determined by the instructor, will also be employed. At a
minimum, each class session will employ two or more instructional methods.
Course Text(s): John W Mullins, Orville C Walker, Jean-Claude Larreche. Marketing
Management: A Strategic, Decision-Making Approach. McGraw-Hill
Companies, 02/2004. ISBN: 0-07-286370-6.
David A Aaker. Strategic Market Management. John Wiley & Sons, Incorporated. 07/2001.
Dennis Adcock. Strategic Marketing Management. John Wiley & Sons, Incorporated. 03/2000.
Carol H Anderson, Julian Vincze.Anderson Strategic Marketing and Management: Theory.
Houghton Mifflin Company. 2000. ISBN: 0-395-87050-X. $51.87
J R Boyd, Orville C Walker, John Mullins, Jean-Claude Larreche. Marketing Management: A
Strategic, Decision-Making Approach. McGraw-Hill Higher Education. 04/2001. ISBN:
Frank Bradley. Strategic Marketing: In the Customer Driven Organization. John Wiley & Sons,
Incorporated. 05/2003. ISBN: 0-470-84985-1.
Ross Brennan, Paul Baines, Paul Garneau. Contemporary Strategic Marketing. Palgrave
Macmillan. 01/2003. ISBN: 0-333-98118-9.
David W Cravens, Nigel F Piercy. Strategic Marketing. McGraw-Hill Higher Education.
05/2002. ISBN: 0-07-246665-0.
George S Day. Market Driven Strategy: Processes for Creating Value. Simon & Schuster.
11/1999. ISBN: 0-684-86536-X.
Graeme Drummond, John Ensor. Strategic Marketing: Planning and Control. Elsevier Science &
Technology Books. 10/1999. ISBN: 0-7506-4482-6. $34.95
John Ensor, Graeme Drummond. Strategic Marketing: Planning and Control. Elsevier Science &
Technology Books. 07/2001. ISBN: 0-7506-5236-5.
Paul Fifield. Strategic Marketing Management, Planning and Control. Elsevier Science &
Technology Books. 08/1999. ISBN:0-7506-4359-5.
R Preston McAfee. Competitive Solutions: The Strategist's Toolkit. Princeton University Press.
09/2002. ISBN: 0-691-09646-5.
Helen Meek, Richard Meek, Chartered Institute of Marketing Staff (Contribution by) .Strategic
Marketing Management: Planning and Control, 2003-2004. Elsevier Science & Technology
Books. 07/2003. ISBN: 0-7506-5965-3.
E J Nijssen, Ruud T Frambach. Kluwer. Creating Customer Value Through Strategic Marketing
Planning: A Management Approach. Academic Publishers. 12/2000. ISBN: 0-7923-7272-7.
Ronald A Nykiel (Editor). Marketing Your Business: A Guide to Developing a Strategic
Marketing Plan. Haworth Press, Incorporated, 02/2003. ISBN: 0-7890-1769-5.
Mark E Parry. Strategic Marketing Management: A Means-End Approach. McGraw-Hill Trade.
12/2001. ISBN: 0-07-137222-9.
Nigel F Piercy. Market-Led Strategic Change. Elsevier Science & Technology Books. 12/2001.
Tony Proctor. Strategic Marketing: An Introduction. Routledge.. 09/2000. ISBN: 0-415-20810-6.