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  • 1. COLLEGE OF MANAGEMENT, SUAN SUNANDHA RAJABHAT UNIVERSITY M.B.A. (Strategic Logistics Management) STRATEGIC MARKETING MANAGEMENT BUA6205 2/2550 Instructor : Suthep Duangchinda (สุเทพ ดวงจินดา) E-mail : Web site: Cell : 08-18362879 OFFICE HOURS Or by Appointment at Either Location Course Credits: 3 (Three) Class: Class. No .2133, 3rd Floor, Srichuthapha Building REQUIRED MATERIALS Marketing Management, 12th edition, by Kotler/Keller, Prentice-Hall 2006, ISBN 0-13-145757-8 and The Marketing Plan Handbook with Marketing Plan Pro, by Wood, Prentice-Hall 2005, 0-13-164149-2 COURSE PREREQUISITES: COURSE PERSPECTIVE 1
  • 2. The course focuses on formulating and implementing marketing management strategies and policies, a task undertaken in most companies at the strategic business unit level. The marketing management process is important at all levels of the organization, regardless of the title applied to the activity. Typically, it is called corporate marketing, strategic marketing, or marketing management. For our purposes they all involve essentially the same process, even though the actors and activities may differ. The course will provide you with a systematic framework for understanding marketing management and strategy. Accordingly, the course emphasizes the following: • Primary and changing perspectives on marketing management in the New Economy. • The impact of interactive media on marketing management. • Applied marketing management and strategy, domestic, and global. • An international focus in developing marketing management and strategy. The course is intended for: • Marketing concentration students who wish to deepen their understanding of marketing management in a strategy-planning context. • Non-marketing concentration students who desire a course in marketing strategy, with a management and planning orientation. COURSE GOALS To further disseminate and develop the knowledge and skills in the essential aspects of marketing management, marketing strategy, and emerging New Economy marketing applications, with a focus on the development and execution of programs, audits, and plans. COURSE OBJECTIVES This course is concerned with the development, evaluation, and implementation of marketing management in complex environments. The course deals primarily with an in-depth analysis of a variety of concepts, theories, facts, analytical procedures, techniques, and models. The course addresses strategic issues such as: • What business should we be in? • What are our long-term objectives? • What is our sustainable marketing competitive advantage? • Should we diversify? • How should marketing resources be allocated? • What marketing opportunities and threats do we face? • What are our marketing organizational strengths and weaknesses? • What are our marketing strategic alternatives? 2
  • 3. To ensure that students have a solid foundation of the fundamental marketing decision-making tools and management of all of the elements of the marketing plan. 3
  • 4. LEARNING OBJECTIVES To become familiar with the range of decisions implicit in strategic marketing management and planning. In addition, to develop skill in using a variety of analytical frameworks for making such decisions. To develop an understanding of how markets contrast in terms of: • Their “enduring characteristics.” • Their stage of development and how the nature of competition in such markets is impacted. To develop skills in planning a variety of marketing management tools, ranging from new product entry strategy to international market product life cycle management and strategy. To develop skill in organizing more effective strategic marketing and in implementing the market planning process. COURSE STRUCTURE 1. Lecture/Case-Based Semester An effective way to help students learn about marketing management is the reading of and analysis of actual marketing cases. This syllabus marries key cases to the chapter material and provides students with an opportunity for an in-depth examination(s) of problems facing marketing managers today. The class will be divided into team (5 student’s maximum per group) each group will be responsible for submitting an analysis of the case (s) assigned for each chapter. See the attached schedule for when the specific information is due to me. Students must follow the case analysis written submission format contained in this syllabus. 2. Chapter Material Exams In addition to the case submissions, we will have two exams (see schedule). Students are responsible for all of the material covered from the textbook, lectures, outside speakers, and any videos/DVDs shown. 3. Class Periods: # 1–# 6: Here we will begin to define marketing for the 21st century and discuss cases pertaining to each chapter of the text. Individual case submissions (# 1 and # 2) will be due. 4. Class Periods: # 7–# 10: We will continue with our examination of the marketing management process; exam # 1 will be conducted at the end of class period # 10 covering Chapters 1 through 10 inclusive. The third individually submitted case analysis is due. 4
  • 5. 5. Class Periods: # 11–# 13: Will follow the same lecture/case discussion format as the classes above; the fourth individual case analysis is due in class period # 13. 6. Class Periods: # 14–# 15: Same as above, first “team” submission of their case analysis is due in period # 15. 7. Class Periods: # 16–# 22: Same format as above, second team case analysis is due on the class period # 18; third team case analysis is due on the meeting # 21. We will have a final exam on meeting # 22 covering Chapters 11 through 22 inclusive. 8. Due to guest invitation: some chapters may be assigned for self studying METHOD OF INSTRUCTION The course is highly interactive between the class and the instructor. Through case studies/presentations, problems, and specific company client activities, students will have the opportunity to use the concepts, ideas, and strategies presented in class. Problem-solving sessions occur in both individual (primarily) and team (occasionally) settings. This upper level undergraduate course will incorporate a lecture and case analysis based approach to marketing management. The textbook used in this course will be used as a reference point for the discussion(s) of the marketing management topics found in the cases. Students are encouraged to read and inculcate the major principles found in the textbook. STUDENT ROLES AND RESPONSIBILITIES 1. Attend class and prepare for the class by reading the material before the scheduled class period. In my classes, I do not have an attendance policy. My lectures feature numerous practical and real life examples of the course principles in action that show how marketers use these concepts in everyday marketing. Missing a lecture may impede your ability to understand fully the concepts and principles covered. I suggest that you use a “buddy” system to ensure that if you miss a class that you get the appropriate notes from the lecture and please do not ask me to repeat a missed lecture for your benefit. 2. Understand that all of the material presented during the class lectures may be incorporated into exams, quizzes, or other forms of evaluating student performance. You are responsible to ensure that you take appropriate notes of the class lectures, so when and if materials from the lectures appear on an exam, you have studied the correct material. My policy is that I do not give extra credit assignments. You should make every effort to achieve your desired grade by performance on the course grading criteria. 3. Understand that all written assignments are due at the time of the class in which they pertain and at no other time. I cannot accept late papers and I cannot accept e-mail submission of papers for any reason. 5
  • 6. • All written work is to be printed with double-spaced type using Times New Roman 12 point font with 1-inch margins on all four sides and a separate cover page identifying the student and the course and section number. 4. In all of my classes/subjects there will contain some degree of business math. Certain upper level courses involve heavy concentration of marketing math, financial analysis, and managerial accounting principles depending upon the course. If you feel that you are unprepared in these areas, you should seek out additional resources before enrolling in one of my classes. 5. Your role and responsibility includes a desire to learn and contribute to the learning experience for the group by actively participating in class discussions and exercises. I exercise the right to call on any student at any time for class participation and to judge your preparedness for the class. 6. You should arrive at class meetings on time to avoid disrupting the class. Cell phones, pagers, or PDAs should be turned off before entering the classroom. No unauthorized guests, including children, are allowed during class. Working on assignments from other courses or studying for other exams, reading outside materials unrelated to the course, talking with fellow students during lectures, sleeping in class, and any other disruptive behavior(s) is(are) not permitted. 7. I will consider make up exams, quizzes, or other evaluative material only under extraordinary circumstances (e.g., validated personal or family illness, emergencies, etc.). I must be notified promptly (within 24 hours) if a personal emergency arises. Initial notification may be by phone (including voice mail messages), but must be followed-up with written notification (including faxes and e-mail messages). Any request for such must be made in writing. The makeup date will be as soon as possible after the original due date. • Please note that personal trips, vacations, etc. (regardless of how long they have been planned) do not qualify as extraordinary circumstances. This especially applies to your holiday travel plans. 8. In the event that the University cancels a class date on which an exam was scheduled, the exam will be administered on the class date immediately following the canceled class date. 9. On the subject of grading, please note that grades are non-negotiable and final grades can only be changed to correct calculation or input errors. If you have any questions as to the validity of a grade this must be brought to my attention within two (2) weeks of the day/date the grade is posted. 10. To ensure compliance with the University’s policy on academic performance, during examination periods, once one student completes his/her exam, no additional student(s) will be allowed to enter the classroom to take the exam. 6
  • 7. • Cell phones, calculator watches, and/or PDAs cannot be used as calculators during exams. Students must have a separate business calculator. 11. Note that occasionally, changes in the schedule of the course, or in the assignments, are announced during class. It is your responsibility to ensure that you have received all of the changes and you will still be responsible for this information. ROLE AND RESPONSIBILITIES OF THE INSTRUCTOR 1. The instructor will present the material in a professional and organized manner using class time effectively in a way that will facilitate learning. 2. The instructor will conduct all evaluations of students in a fair and non-partial manner. 3. The instructor will fully explain the expectations of performance, clearly describe the course objectives, and clearly communicate all criteria for assignments. 4. The instructor will facilitate and maximize each students learning of the course material and will stimulate students’ interest in learning the material—it is my job to ensure that you learn the material to the best of your ability. 5. The instructor will be available to answer students’ concerns, issues, questions, or commentary either in person during office hours, via e-mail, or through appointments. 6. The instructor will always demonstrate respect and concern for the students. 7
  • 8. TENTATIVE COURSE SCHEDULE STRATEGIC MARKETING MANAGEMENT BUA6205 2/2550 17.00 -20.00 Hrs. Class Date Topic Defining Marketing for the 21st Century / Developing 1 18 NOV 2007 Marketing Strategies and Plans Gathering Information and Scanning the Environment, 2 25 NOV 2007 /Gathering Information and Scanning the Environment 3 02 DEC 2007 Creating Customer Value, Satisfaction / Loyalty, Analyzing Consumer Markets Analyzing Business Markets / Identifying Market Segments 4 09 DEC 2007 and Targets 5 16 DEC 2007 Guest 6 30 DEC 2007 Creating Brand Equity / Crafting the Brand Positioning 7 06 JAN 2007 Dealing with Competition / Setting Product Strategy 8 13 JAN 2007 Designing and Managing Services / Developing Pricing Strategies and Programs 9 20 JAN 2007 Guest 10 27 JAN 2007 Designing and Managing Value Networks and Channels / Managing Retailing, Wholesaling, and Logistics 03 FEB 2007 Designing and Managing Integrated Marketing 11 Communications / Introducing New Market Offerings 10 FEB 2007 Managing Mass Communications: Advertising, Sales 12 Promotion, Events, and Public Relations / Introducing New Market Offerings 13 17 FEB 2007 Tapping into Global Markets / Managing a Holistic Marketing Organization 14 24 FEB 2007 Final Exam 8
  • 9. Mark allocation • Participation 20% • Quizzes 10% • Mid – Term Examination 20% • Group project 25% • Comprehensive Final Exam 25% 9