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MKTG 640 - WB1 Strategic Marketing.doc MKTG 640 - WB1 Strategic Marketing.doc Document Transcript

  • MKGT640: STRATEGIC MARKETING – ADVANCED MARKETING MANAGEMENT COURSE OUTLINE 27 MAY 2008 Summer 2008 Course Directed by Dennis Pitta Section: MKTG 640-WB1 COURSE DESCRIPTION: A study of the sources and development of new goods and services, new markets, and the technologies, market needs, operating processes, financial resources, and organizational structures and processes necessary to meet the growth objectives of new and existing organizations. This course makes use of Internet resources to enhance the learning process and to develop an understanding of how the Internet can be used to make more effective management decisions. PREREQUISITES: At least an initial course in marketing. NOTE: Each week's course pages provide links to review materials from MKTG504: Marketing Management. These can be used by students who took MKTG504 or an equivalent course for review of the prerequisite material. If it has been a long time or if you believe you had a weak course in place of MKTG504 this material SHOULD BE READ! REQUIRED TEXTS: Okay, I tried to limit textbook expenses. Instead of a new text costing upwards of $140, I went for a collection of Harvard Business School cases. It's a good idea to refer to the text you used for MKTG 504 or its equivalent, but you don't need to buy a new one. • NONE - BUT LOOK FOR THE COURSE NOTES FOR EACH WEEK • Readings: Cases available from Xanedu.com at: (http://www.xanedu.com/). Log on and set up a student account- listing your UB affiliation. Search for coursepacks available at UB. You should see a screen that reads:
  • _______________________________________________________________ _________________________________ Here are your CoursePack details: Name: Dr. Dennis Pitta CoursePack Title: MKTG 640 SUMMER (Pitta) CoursePack ID: 282729 CoursePack Delivery: Format: Digital access with desktop printing Purchase Location: Ecommerce Distribution Location: Online CoursePack Price: $28.50 (Students will have the option to order a printed copy from XanEdu. Digital plus Print package: $38.50) (price does not include shipping) (price does not include shipping) again, another approximate price. I aimed at something much lower than the $150 per textbook we pay nowadays. HERE'S HOW TO DOWNLOAD THE COURSE PACK Please provide the following information to your students. This will enable them to purchase and access your CoursePack online. To access your CoursePack, students will need to do the following: 1. Open the XanEdu "Login/Register" page at: http://www.xanedu.com/login.shtml?PackId=282729 2. If you have previously registered for another CoursePack, log in. If not, click the "register" link underneath the "Students" heading. Complete the registration page, and click Continue. 3. Confirm your CoursePack Selection, and complete the purchase
  • form. Choose one of these options for your CoursePack delivery: Option 1: Digital access plus packaged print copy Price: $38.50 (price does not include shipping). You will have immediate access to your Digital CoursePack. Your personal print copy will be shipped to you within five business days from purchase of your CoursePack. Shipping of a print copy is for valid U.S. addresses only. If you are outside the U.S., choose Option 2 below. ** NOTE: Publishers grant specific rights for different output formats. As a result, you may not be able to (re-)print some materials from your desktop if you have purchased XanEdu CoursePack that features both print and digital content. Likewise, if your XanEdu CoursePack includes materials that have been copyright-cleared for digital access only, these materials will not be included in the print copy from XanEdu. Option 2: Digital access with desktop printing Price: $28.50 You will have immediate access to your Digital CoursePack. You will not receive a printed copy of the CoursePack You can print your CoursePack yourself, if your system hardware and connectivity supports downloading and printing very large files from the Internet. If you are not sure if your system supports this, we recommend that you select option #1 above. 4. After completing the purchase, you will be taken directly to "My XanEdu" where you can access your digital CoursePack. Questions? Please contact XanEdu Customer Service at 1-800-218-5971. *********************************************************************
  • COURSE GOALS AND OBJECTIVES: As an introductory graduate marketing course, this class is designed to achieve these main objectives: • Coverage of the major concepts in marketing. • A focus on the interaction of the "new" and "old" economy. • Integration of concepts acquired in the course to organize and understand unstructured, ambiguous management situations. • Application of marketing concepts to solve marketing management problems through the use of case studies • To develop a sense of the marketing aspects of enterprise resource management COURSE METHODOLOGY A typical week in this course consists of reading the course pages and assigned readings including cases and case market plans prepared by student groups. The cases used in this course are complex and challenging and you should expect to read them at least two to three times for adequate understanding of the management decisions to be made. Following your reading and case analysis you will participate in an Internet discussion Conference at your choice of times. You will develop a group market plan and post it to the course pages as a basis for Conference Discussion. Finally, you will complete an individual final written assignment on the Costco Company case that is part of your case packet. You will submit the assignment by posting it in your portfolio. Faculty generally consider that students will spend a minimum of two hours outside the classroom for every hour in class and ideally for good performance three hours outside. A ten-week course involves three and one- half hours in class. The implication is that success in a web-based course will require from ten to fourteen hours a week on each course. The extensive use of the Conference for class discussion requires that the most effective use of these hours is spread as evenly as possible over each week. Thus, spending between an hour and a half to two hours each day is more effective than "cramming" at the last moment. Last moment entries into the Conference will not permit others to benefit from your contributions or you to have effective understanding of theirs. If you have participated in an active Conference you have learned how difficult it is to catch up.
  • CLASS SIZE ISSUES A NOTE ABOUT CLASS SIZE AND THE POSSIBLE NEED FOR A SPLIT DISCUSSION FORUM Despite the premium tuition charged for online courses, class sizes have hit the maximum consistently. When I first taught the course, we could use five case analyses and groups of four. Now we are challenged with fuller classes. As a result we have thirty or so students and eight weeks. Fitting meaningful interaction and enough cases means that for weeks four, six, and seven will require us to split up into three discussions - during that week. One third of the class will be in the BLUE DISCUSSION, one third in the WHITE DISCUSSION, the last third will be in the RED DISCUSSION. I will assign groups to discussion forums to make sure that we have enough people to discuss the cases well. DON'T WORRY ABOUT YOUR ASSIGNMENT; I'LL MAKE THAT CLEAR IN A SPREADSHEET WE'LL POST. This example of the CASE GROUPS AND DISCUSSIONS may help. For example, I plan to assign 12 people to the AQUALISA QUARTZ case group. Four will also be on the BLUE DISCUSSION, four of the members will be on the WHITE DISCUSSION, and four of the members will be on the RED DISCUSSION. That means that we'll have three different marketing plans for AQUALISA. For example, you might be in AQUALISA QUARTZ Blue and your group will write a marketing plan for AQUALISA and post it in the BLUE DISCUSSION – AND DISCUSS IT IN THE BLUE DISCUSSION. Most of you will not notice anything different. I will, since I will be reading and grading each one. Oh yeah, each group can see each other's comments so please try to just participate in your discussion area. One more thing, after we set up groups….if you are in a BLUE group you will discuss in BLUE DISCUSSIONS - only. The same for the other colors. The advantages are that the number of posts will be more manageable. NOTE: SOMETIMES GROUP'S DON'T JELL. YOU SHOULD CONTACT ME IF YOU CAN'T RESOLVE WORKLOAD CONTRIBUTIONS.
  • USEFUL GENERAL READING It is useful to become familiar with the literature of management and marketing. A subscription to Business Week is strongly recommended and the Wall Street Journal as your time permits. Reading in your area of interest or specialization is also recommended. COURSE ASSIGNMENTS AND GRADING [CLICK ON GRADE BOOK ON THE MENU ON THE LEFT] Participation in the weekly discussion 20% conferences [highest 4 of 5 graded @ 5 points each] Class marketing survey 3% Group case analysis and presentation 22% (You get group credit for writing the plan here) (You get individual credit for discussing the plan as part of the discussion conference grade.) Individual Written Assignment 10% Individual Final - Case 45% Marketing Survey: An online marketing survey will contribute 3% to your grade. It deals with companies' abilities to deliver service quality and your input will be valuable. Results will be shared with the class. Weekly Discussions: The weekly conference is our means of class discussion. It is convenient to those with busy schedules since you can participate at any time during the week on those days the Conference is open. Each week there will be one or more questions on the conference. More specific roles may be assigned at times such as Conference moderator to guide discussion and Conference summarizer to summarize the Conference discussion. Each
  • conference will be open from Sunday midnight (actually 12:01AM Monday) through Thursday midnight (actually 11:59PM Thursday) of each week as shown in the course schedule below. The period from Thursday midnight through Sunday midnight is to allow you to reflect on the current week's work and prepare for the next week's work. Each week will count 5 points [5%] and the highest FIVE grades will be used to determine your conference participation grade. You will be evaluated on your overall contribution, quality not quantity, for each week. This will generally consist of at least three to five short, focused contributions. Contributions submitted during the last minutes of the Conference period do not permit thoughtful responses by others and if these are your first contributions for the week will not be counted in your grade. In other words, these contributions will receive a zero grade. Course grades will be updated and presented weekly and grades will be based on each student's contribution to a discussion, which helps us all to learn together. Conference Guidelines or "Rules" 1. "Threads" in the conference are related lines of discussion. Pay careful attention to what those before you have said. 2. Develop a new topic title for each of your contributions that helps the reader to understand the content of your contribution. 3. You will generally learn more and help other to learn if you make several short contributions throughout the Conference period rather than a single long contribution at the end of the period. 4. You can initiate new threads within each week's questions. 5. It's OK to have fun in the conference, in fact, more so than in class since you can choose the degree to which you participate in any thread or individual item of discussion. If you make contributions that are off the topic area it is useful to use the word "Optional" as the
  • first word of your Conference topic title to alert others that is not required. We all often share information that can make our life easier and/of more enjoyable in "Optional" Conference entries. 6. If you have questions about the case of course readings these can be brought up in the conference for other students and the instructor to answer. We all work to help each other in the conference. 7. First or Last? There are advantages to being first [which can be as soon as you have read and understood the week's readings] in that you start with a "clean slate" and can establish a position. When being first don't try to be exhaustive but make a limited number of points that you feel are important. Waiting until late to join in the conference discussion can make you feel that there is nothing left to say. This is never true. If you read the conference and then spend some time thinking about the contributions you are likely to discover either some new contributions or some questions regarding contributions. Group Case Analysis: Groups of students will prepare a market plan for one of five cases in weeks six through ten due before midnight Thursday before the start of each week's discussion. See the weekly schedule below for specific dates for submission. These will be placed on the Internet Conference [either as Word or as HTML documents] and will be the focus for the Conference discussion that week. The conference will be our opportunity to learn together and your grade will be based on the overall quality, rather than quantity, of your contributions. Individual Written Assignment: see assignments below – the Customer Pyramid. To submit the assignment, post it to the portfolio section of the web portion of the course. Individual Final Case Marketing Plan: You will prepare a new marketing plan for the Costco, Inc. Harvard Business School case. Please limit your actions to the material contained within the case and try – I know it may be tough –
  • to ignore current company actions. To submit the plan, post it to the portfolio section of the web portion of the course. MINIMUM GRADE SCORE TO ACHIEVE A SPECIFIC LETTER GRADE: A = 94 A- = 90 B = 87 B = 84 B- = 80 C = 77 C = 74 C- = 70 F = LOWER THAN 70 NOTE: In order for WebMBA faculty to learn effective design and integration of courses your assignments and Conference contributions may be read by other WebMBA faculty. YOU ARE RESPONSIBLE FOR CAREFULLY READING AND FOLLOWING THE REQUIREMENTS IN THIS COURSE OUTLINE. FAILURE TO READ AND UNDERSTAND THIS OUTLINE IS NOT AN ACCEPTABLE EXCUSE. TALK TO ME IF YOU HAVE ANY QUESTIONS. THIS SYLLABUS PROVIDES A GENERAL PLAN FOR THE COURSE AND DEVIATIONS MAY BE NECESSARY. YOU ARE ALSO RESPONSIBLE FOR UNDERSTANDING THE UNIVERSITY’S ACADEMIC INTEGRITY STATEMENT AS PRINTED IN THE STUDENT HANDBOOK AND APPLYING THESE STANDARDS TO YOUR BEHAVIOR. THIS INCLUDES HANDING IN ONLY YOUR OWN WORK. WHERE YOU RECEIVED ASSISTANCE OR WORKED WITH OTHER STUDENTS THE UNIVERSITY HONOR CODE REQUIRES THAT THIS ASSISTANCE IS NOTED ON YOUR WORK. ASSIGNMENTS [All assignments and readings to be completed by the date specified. Conference begins at midnight for each date specified and ends exactly at 11:59PM Thursday 4 1/2 days later. For example, the first Conference, also called "Discussions," is open one minute past midnight (12:01AM) Monday 27 August and ends at one minute before midnight Thursday. You will not be able to understand the Conference without doing the week's readings in advance. In advance of the weekly Conferences you must carefully analyze the case study to maximize your Conference contribution.] Sorry for the overly precise time statement - it actually is supposed to be clearer than 'midnight to midnight.'
  • SESSION BY TOPIC CASES, OTHER GRADED WEEK READINGS AND ASSIGNMENTS SPREADSHEETS 1 – MAY 27 Strategy, Plans, and Case 1. Strategic Planning Analysis 2. The Marketing Plan 3. Case Learning and Case Analysis 2 – JUN 2 Market, Environmental, 1. OUTLINE: Market HP case and Internal Analysis Analysis discussion. (Discussion 1) 2. OUTLINE: Environmental and Internal Analysis 3. Hewlett-Packard's Take the market Home Product survey Division in Europe (1996-2000) [9-501-053] 3 – JUN 9 Customer Analysis 1. OUTLINE: Customer Let me know if you Analysis have any group member preferences. 2. Complete TEAM KSA Questionnaire 3. Complete TEAM A1 TiVo discussion Teambuilding Questionnaire (Discussion 2) 4. Complete TEAM Temperament Scale 5 . TiVo [9-501-038]
  • NOTE: WE WILL ASSIGN YOU MAY BE IN THE MEMBERS TO A CASE AQUALISA, GROUP  ALASKA AIRLINES, OR PRICELINE.COM, NOTE: TO AVOID OVERLY WE WILL DIVIDE LONG DISCUSSIONS THE CLASS INTO  THREE TEAMS, EACH WITH ITS OWN DISCUSSION CONFERENCE: A BLUE TEAM, A WHITE TEAM AND A RED TEAM. 4 BLUE Developing New Products/ 1. OUTLINE: Group Case 1 DISCUSSION Obtaining a Sustainable Developing New – JUNE 16 Competitive Advantage Products/Obtaining a Sustainable Aqualisa Competitive (split discussion) Quartz Blue Advantage will post here (Discussion 3) 2. Aqualisa Quartz and all other [9-502-030] blue teams will discuss here 4 WHITE Developing New Products/ 1. OUTLINE: Group Case 1 DISCUSSION Obtaining a Sustainable Developing New – JUNE 16 Competitive Advantage Products/Obtaining a Sustainable Aqualisa Competitive (split discussion) Quartz Advantage White will (Discussion 3) 2. Aqualisa Quartz post here [9-502-030] and all other white teams will discuss here 4 RED Developing New Products/ 1. OUTLINE: Group Case 1
  • DISCUSSION Obtaining a Sustainable Developing New – JUNE 16 Competitive Advantage Products/Obtaining a Sustainable (split discussion) Aqualisa Competitive Quartz Red Advantage (Discussion 3) will post here 2. Aqualisa Quartz and all other [9-502-030] red teams will discuss here 5 BLUE Managing 1. OUTLINE: Managing Group Case 2 DISCUSSION Products/Differentiation Products/Different – JUN 23 Strategies iation Strategies (split discussion) 2. Alaska Airlines (Discussion 4) [9-800-004] 5 WHITE Managing 1. OUTLINE: Managing Group Case 2 DISCUSSION Products/Differentiation Products/Different – JUN 23 Strategies iation Strategies (split discussion) 2. Alaska Airlines (Discussion 4) [9-800-004] 5 RED Managing 1. OUTLINE: Managing Group Case 2 DISCUSSION Products/Differentiation Products/Different – JUNE 23 Strategies iation Strategies (split discussion) 2. Alaska Airlines (Discussion 4) [9-800-004] 6 BLUE Pricing Strategy and 1. OUTLINE: Pricing Group Case 3 DISCUSSION Tactics/ Cost Focus, and Strategy and – JUNE 30 the Preemptive Move Tactics/Cost, (split discussion) Focus, and the Preemptive Move (Discussion 5) 2. Priceline.com: Name Your Own Price [ 9-500-070] 6 WHITE Pricing Strategy and 1. OUTLINE: Pricing Group Case 3 DISCUSSION Tactics/ Cost Focus, and Strategy and
  • – JUNE 30 the Preemptive Move Tactics/Cost, Focus, and the (split discussion) Preemptive Move (Discussion 5) 2. Priceline.com: Name Your Own Price [ 9-500-070] 6 RED Pricing Strategy and 1. OUTLINE: Pricing Group Case 3 DISCUSSION Tactics/ Cost Focus, and Strategy and – JUNE 30 the Preemptive Move Tactics/Cost, (split discussion) Focus, and the Preemptive Move (Discussion 5) 2. Priceline.com: Name Your Own Price [ 9-500-070] 7 – JULY 7 Relationships as the Basis Analyze the relationship Written Assignment 1 for Sustainable between consumers and Competitive Advantage companies. 1. Article: " THE NO DISCUSSION CUSTOMER PYRAMID: 'CONFERENCE' THIS CREATING AND SERVING WEEK. PROFITABLE CUSTOMERS." Zeithaml, Valarie A.; Rust, Roland T.; Lemon, Katherine N. , California Management Review, Summer2001, Vol. 43 Issue 4, p118 8 – JUL 14 Planning and Managing 1. Costco Companies End of Marketing Channels Inc. [9-599-041] discussion conferences. No discussion conference Start work on The final this week. the Final individual
  • Individual marketing plan Final Case Marketing will be based Marketing Plan. on the Costco plan Companies Due ON OR Case. BEFORE Midnight JULY 18 JULY 18 NOTE: Your final marketing plan is limited Course ends to ten pages single- spaced including any exhibits. A professional presentation is expected in terms of layout, grammar, spelling, font size, margins, etc. It is to be submitted as a Word document into your webTycho portfolio. Note: for those of us with emergencies, please contact the instructor.