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Strategic Marketing Management.doc Strategic Marketing Management.doc Document Transcript

  • Strategic Marketing Management Department of Marketing E.J. Ourso College of Business Administration, LSU Fall 2006 MKT 4451 Section 1: T/Th, 9:10 a.m. – 10:30 a.m., CEBA 2174 MKT 4451 Section 2: T/Th, 10:40 a.m. – 12:00 p.m., CEBA 2174 Professor: Dr. Randle D. Raggio (raggio@lsu.edu) Office: 3122C CEBA Office Hours: 1:00 p.m. – 3:00 p.m. T/Th and by appointment Phone: 578-2434 COURSE OBJECTIVE Most of you are about to graduate from LSU with a degree in marketing. But you must first demonstrate that you understand the role of marketing in the organization and have the ability to create and execute comprehensive, integrated and effective marketing plans based on thorough research, sound strategy and creative genius. You should have been exposed to strategy and research through the courses available at LSU. You will be able to develop additional skills in these areas through this course, but will have to supplement this with your own experience and training. Creative genius can be learned, sort of.* But it will take a great deal of keen observation, devoted study and rich experience to develop the discipline necessary to avoid plummeting down what David Ogilvy called the “slippery slope of irrelevant brilliance.” What all of you most certainly can learn is how to balance the financial with the creative. You must begin to think about how all the pieces fit together: Technology, Product and Organization. Fail at any one, and your whole project will fail – regardless of how good the original idea is. You must also learn to dissolve the boundaries between the subjects in your academic courses and between your formal education and all your life experience, recognizing that once you leave here, everything is on the test. And you must nurture the desire to become a voracious consumer of whatever information will help you understand how people “buy.” The most important rule of marketing is: I am not my target market. Treat every market as foreign and you’re off to a good start. In summary, the main objective of this course is to prepare you for life. “Marketing” (big M) requires the ability to study, analyze, learn, execute and adapt – skills that are necessary no matter what you end up doing with respect to a particular job. Assessment of your progress will be made through written case analyses, exams, and a formal marketing plan – including a presentation of your plan – all of which are described fully in this syllabus. *Think of it this way: if you set as your goal to be the most creative person in the world, you may not succeed, but I guarantee that you’ll not end up an unoriginal bore. 1 of 7
  • TEXT: Marketing Strategy: A Decision-Focused Approach, 5th Edition, by Walker, Boyd, Mullins, Larréché (2006), New York: McGraw-Hill/Irwin. [Listed as WMB&L on Course Calendar] OPTIONAL: Pushing the Numbers in Marketing: A Real-World Guide to Essential Financial Analysis, by David Rados (1992), Westport, CT: Quorum. Web-Based Resources: SEC Filings and Forms (EDGAR): http://www.sec.gov/edgar.shtml WRDS: http://wrds.wharton.upenn.edu/index.shtml LSU Library Market Research resources: http://www.lib.lsu.edu/bus/market_research.htm LSU Library Marketing resources: http://www.lib.lsu.edu/bus/marketing.html COURSE REQUIREMENTS: Exams (three @ 100 points each, count best two) 200 points Marketing Plan (team project and presentation) 100 Case Analyses (five @ 15 points each, count best four) 60 In-Class Assignments (one @ 10 points each) 10 Total Points possible 370 points GRADES: Final grades will be based on the following point system: A = 333 – 370 points B = 296 – 332 C = 259 – 295 D = 222 – 258 F = 221 and below 2 of 7
  • Semester Exams (200 points) During the semester, a total of three exams will be given worth 100 points each. The first two exams will be given during the regular semester (please see attached schedule for the exact dates). The third exam will be given during final exam week. This third exam is comprehensive; however, it is in the same format and length as the other exams. Exams may consist of true/false, multiple choice, short answer and/or essay questions. Questions may be derived from text, in-class discussions, assigned readings, homework, guest speaker presentations, etc. The scheduled exam dates are given on the attached schedule. Put these in your calendar NOW! Two out of the three exams will count toward the final grade. I will drop the lowest exam score (exam 1, 2 or the final), and the remaining two exams will be used to calculate the exam portion of the grade (200 of the total semester points). The university requires that an examination be given during final exam week. As such, the third exam, which is comprehensive, will be given during that time (see exact dates on the attached schedule). If a student is pleased with his/her performance on the first two exams, the student can choose to not take the final exam. However, the student may choose to take the final exam to try to improve his/her grade. Given the flexibility of this exam policy, there are NO MAKE-UP EXAMS. If students have questions regarding the exam policy, it is imperative that they contact the Professor prior to the first exam. Understanding the policy prior to the first exam is each student’s responsibility. Marketing Plan (100 points: 70% allocated to written plan 30% to presentation) One of the key objectives of this course is to integrate what students have learned in marketing courses, as well as other business classes. Students will work with a team to develop and present a written strategic marketing plan. This experience will build on the text, lecture and case materials. Students should be able to transfer this knowledge and skill to other industries. In addition, this “capstone” activity should prepare students for meaningful conversations with potential employers during the interview process. Case Analyses (60 points) The case method of instruction provides students an opportunity to understand marketing management and make decisions concerning real-world marketing problems. We are focusing on “live” case studies involving real companies. Over the semester we will discuss five sets of questions concerning environmental, industry, consumer, and competitor effects on the marketing strategy and tactics of several companies. The questions will relate to the material in the text and lectures. Students are required to turn in written analysis of the case questions with at least one, typed, double-spaced page per question (Times New Roman, 12 point font, 1 inch margins all around), unless otherwise noted. Case analyses are individual assignments and should not be done cooperatively with others in the class. These are intended to not only help students develop analytical skills, but also writing and communication skills. 3 of 7
  • Late case analyses will not be accepted under any circumstances and will count as zero. In order to be considered “on-time” the case should be turned in at the beginning of the class in which the case questions are discussed. The best four grades out of five will be retained. In-Class Assignments (10 points) A handwritten assignment and/or survey for LSU researchers will be randomly assigned and collected at the end of class. These graded assignments and completed work directly impacts the overall course grade. PLEASE NOTE: In class assignments cannot be made up. The only way to earn these points is to ATTEND class and participate. COURSE POLICIES 1. Grades – Students are responsible for the grades they need/desire. The point system is clearly outlined in this syllabus. Students should not wait until the end of the semester to recognize that they are not on track to earn a needed grade (e.g., to keep a scholarship). No bonus points or extra credit will be given at the end of the semester. 2. Blackboard Postings – Exam and assignment grades will be posted on the Blackboard website. Students are always welcome to make an appointment to review their completed exams. If a student is concerned about an exam, assignment, or course performance, the student should visit the Professor as soon as the concern arises. Don’t wait until the end of the semester! 3. Outlines/Notes – Note taking is an excellent discipline that will serve students well long after college. As such, students will be expected to take their own notes; class notes will not be available on Blackboard. However, the Professor will provide some outlines or other materials on Blackboard. If a student misses class it is the student’s responsibility to get the notes from another person in class. 4. Exam/Assignment Policy – Students are responsible for understanding and adhering to the course, exam, marketing plan, case analysis, and assignment policies outlined in this syllabus. PLEASE, READ THIS SYLLABUS AND SUBSEQUENT ASSIGNED MATERIAL CAREFULLY. If a student needs an additional copy of the syllabus, one can be printed from Blackboard. Concerning case analyses and the marketing plan, it is highly recommended that all work be “backed up” and that students be prepared to complete and turn in assignments by the due date. If a student has a prior commitment on the due date of the assignment, whether an interview, athletic event, University sponsored event, etc., it is the student’s responsibility to discuss the issue with the Professor well before the assignment is due and turn in the assignment early. 5. In-class Issues – Given limited seating and in-class assignments that are randomly collected, students should come to the class in which they are officially enrolled. If a student has a special situation and needs to switch sections for the day, please contact the Professor in advance for permission. All students MUST take their exams in the section that they are enrolled in. Please treat class as if you are in a business meeting. Out of respect for everyone please turn off cell phones/pagers and computers. Please come prepared to stay for the entire “meeting.” “Coming and going” is not accepted in industry or in this class. 6. Class attendance – Class attendance is strongly encouraged. Class meetings may be used for in- class discussions, web or video presentations, surveys, or guest speakers. These in-class activities 4 of 7
  • are valuable portions of the course, as they help students understand application of the concepts discussed in class. They may be used for exam purposes also. INTEGRITY AND ACADEMIC DISHONESTY Integrity and ethical behavior are keys to student success while at LSU and beyond. Therefore, university policies regarding academic dishonesty will be strictly enforced. Any incident of academic dishonesty, such as cheating on tests, facilitating cheating, plagiarism in case analysis, or cutting and pasting from websites without adequate citation of work, etc. will be addressed according to policy. If you are in doubt about what constitutes academic dishonesty please refer to the LSU policy or contact me. SPECIAL NEEDS Students who need accommodations because of special needs addressed in the Americans with Disabilities Act (ADA) or have emergency medical information to share with me, or need special arrangement in case of emergency building evacuation should inform me of such need immediately. Please see me privately after class or in my office. NEW POLICY ON “W” AND REPEATING FAILED COURSES • Source: p. 71 of 2006-7 LSU General Catalog “Students who fail a course twice at LSU may not retake the course without approval from the dean of students’ major college,” (p. 72 of 2006-7 LSU General Catalog). For more information, go to www.lsu.edu, then click on “Academics”  “Classes and Scheduling” “LSU General Catalog” Professor Bio A brief biographical sketch of Dr. Raggio is available at http://www.bus.lsu.edu/raggio 5 of 7
  • NOTE: SYLLABUS AND SCHEDULE ARE SUBJECT TO CHANGE. ANNOUNCEMENT OF CHANGES WILL BE POSTED ON BLACKBOARD. 6 of 7
  • MKT 4451 COURSE CALENDAR FALL 2006 READINGS DATE TOPIC AND ASSIGNMENTS T Aug 29 Review of Syllabus and Introduction R Aug 31 Overview of Marketing Management/Strategy WMB&L Chapter 1 T Sept 5 The Marketing Control Statement WMB&L Chapter 2 R Sept 7 The Marketing Control Statement (cont’d) WMB&L Chapter 3 T Sept 12 Opportunity Analysis WMB&L Chapter 4 R Sept 14 Marketing Strategies for the New Economy: WMB&L Chapter 11 Case Analysis 1 due T Sept 19 Forecasting WMB&L Chapter 5 MARKETING PLAN (Parts 3-4) Due R Sept 21 Catch-up lecture (if required); Review for Exam 1 T Sept 26 EXAM 1 covering WMB&L Chapters 1-5, 11 and lecture notes R Sept 28 Review Exam 1 and Segmentation/Targeting: WMB&L Chapter 6 T Oct 3 Segmentation/Targeting (cont’d): R Oct 5 No Class: Fall Holiday T Oct 10 Differentiation and Positioning: WMB&L Chapter 7 Case Analysis 2 due R Oct 12 Strategies for New Market Entries WMB&L Chapter 8 T Oct 17 Product Strategy WMB&L Chapter 12 Case Analysis 3 due R Oct 19 Promotion Strategy T Oct 24 Pricing Strategy R Oct 26 Pricing Strategy (cont’d) T Oct 31 Marketing Metrics for Marketing Performance WMB&L Chapter 13 MARKETING PLAN (Parts 2-5) Due R Nov 2 Catch-up lecture (if required); Review for Exam 2 T Nov 7 EXAM 2 covering WMB&L Chapters 6-8, 12,13 and lecture notes R Nov 9 Review Exam 2 and Strategies for Growth Markets WMB&L Chapter 9 T Nov 14 Strategies for Mature and Declining Markets WMB&L Chapter 10 Case Analysis 4 due R Nov 16 Catch-up lecture (if required); In-class work on Mkt. Plan T Nov 21 In-class work on Marketing Plan Case Analysis 5 due R Nov 23 No Class: Thanksgiving Holiday T Nov 28 MARKETING PLAN (Parts 1-7) Due & PRESENTATIONS Start R Nov 30 Marketing Plan Presentations T Dec 5 Marketing Plan Presentations R Dec 7 Marketing Plan Presentations M Dec 11 FINAL EXAM 10:00-NOON (10:40-12:00 class – Section 2) T Dec 12 FINAL EXAM 10:00-NOON (9:10-10:30 class – Section 1) R Dec 21 COMMENCEMENT 7 of 7