MARKETING STRATEGY

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MARKETING STRATEGY

  1. 1. MARKETING STRATEGY COURSE SYLLABUS –FALL 2008 COURSE NUMBER: Bus 771 (091c) INSTRUCTOR: Dr. Birgit Leisen Pollack OFFICE: CF 217 PHONE: (920) 424-0076 E-MAIL: leisen@uwosh.edu DESIRE TO LEARN: https://uwosh.courses.wisconsin.edu/ OFFICE HOURS: by appointment COURSE DESCRIPTION Marketing Strategy is often designed to be a capstone marketing course. In this course we adopt the Interactive Learning Model of the Harvard Business School. The model operates under the premise that “success in business comes from experience and knowledge, from the ability to analyze and reflect, from observing and interacting with others, and learning from these encounters.” The primary learning objective in this course is to develop a mental framework for solving general marketing problems. Much of the material in this class may not be new; the focus is on the use of concepts to make evaluations and decisions about marketing. Having taken a variety of courses prescribed by the MBA program, you are now ready to put all the pieces together for a complete picture. You will work with the tools you have developed in other courses and play the role of a marketing manager. In a nutshell, the mental framework for how to think of marketing strategy is: marketing strategy should be a roadmap that identifies where you are, where you want to be, and what you should do as you go from where you are to where you want to be. Strategy should have a long-term view and should tell a story that ties together different marketing and business issues. The focus is on thinking about the strategy framework and how to apply this framework to guide your strategic decisions. The main idea in this class is to think about how different issues should be considered when developing a strategic story. COURSE OBJECTIVES The course has several broad objectives. Every student will reach these objectives proportionate to their commitment to the goals and willingness to do the required work to achieve them. The first objective is to enhance each person’s ability to identify marketing problems, analyze their nature, and develop solutions consistent with analysis. A second broad objective is to give you an opportunity to apply your marketing knowledge to real-life situations. More specifically, the course aims to help students achieve the following objectives: Understand the role of strategic planning in marketing management. Be able to go through the process of developing an integrated marketing plan for an organization. Be able to go through the process of analyzing comprehensive case scenarios. Be able to recognize cross-functional implications of marketing decisions via simulations. Be able to explore marketing topics in greater detail and apply these to real world situations. Develop, improve and use written communication skills. 1
  2. 2. COURSE MATERIAL Required: • Kim, W. Chan and Renée Mauborgne (2005), Blue Ocean Strategy, Boston, Massachusetts: Harvard Business School Press. • Birnbaum, Bill (2004), Strategic Thinking: A Four Piece Puzzle, Costa Mesa, CA: Douglas Mountain Publishing • Capstone Business Simulation Subscription (manual will be distributed by the instructor) Article (articles are available via online library database “Business Source Elite” / EBSCO Host): • Levitt, Theodore (2006), “What Business Are You In?” Harvard Business Review, 84 (October), 126- 138. • D’Aveni, Richard A. (2007), “Mapping your Competitive Position,” Harvard Business Review, (November), 110-120. • Keller, Kevin Lane (2000), “The Brand Report Card,” Harvard Business Review, (January-February), 147-157. • Keller, Kevin Lane, Brian Sternthal, and Alice Tybout (2002), “Three Questions You Need to Ask About Your Brand,” Harvard Business Review, (September), 80-86. • Gourville, John and Dilip Soman (2002), “Pricing and the Psychology of Consumption,” Harvard Business Review, (September), 90-96. • Holt, Douglas B, John A. Quelch, and Earl L. Taylor (2004), “How Global Brands Compete,” Harvard Business Review, (September), 68-75. • Barthel, Patrick and Vera Ivanaj (2007), “Is Sustainable Development in Multinational Enterprises a Marketing Issue,” The Multinational Business Review, 15 (Spring), 67-87. • Additional articles of your choosing that will assist you in formulating your contribution to the class discussions and in understanding the topic area. Optional: • Any guidebook for developing a marketing plan. This can also be a basic marketing text book as they often contain sample plans. Sample guidebook: Wood, Marian Burk (2008), The Marketing Plan Handbook (3rd), Upper Saddle River, NJ: Pearson/Prentice Hall. GRADES Your grade will depend on how well you perform on the requirements of the course. You should read them carefully and understand the implications fully. If some parts are not clear to you, I will be glad to explain it in greater detail. Do not make assumptions. If your assumptions are wrong, you are responsible for their consequences. One Case Analysis ....................................................................................................................... 250 points Simulation (Team Project) ............................................................................................................ 200 points 12 Quizzes ..................................................................................................................................... 120 points Contribution to Weekly Discussion Topics .................................................................................. 130 points Marketing Plan (Team Project)...................................................................................................... 200 points TOTAL POINTS 900 points Letter grades for all assignments and your final course average are calculated on a relative basis. At the end of the semester there may be a curve, based on the highest and standard deviation of scores. Final letter grades for the course are determined by relative student groupings, with 93 percent (A), 92 to 88 percent (AB), 83 percent (B) being the initial cutoffs. Final cutoffs may be lower. Percentage grades 2
  3. 3. ending in xx.5 or above will be rounded up and percentage grades ending below xx.5 will be rounded down to the nearest percent. CASE ANALYSIS You are responsible for one case analysis for a company with a problem discussed in the current media and for turning in written case reports. The report is due on the date indicated on the time schedule. The report should be approximately 4 to 5 single-spaced pages long. I expect a concise and well-written report that provides sufficient detail about the case analysis. When preparing the case, place yourself in the role of the decision-maker and identify the problem. The next step is to perform the necessary analysis and to come to a set of recommendations. More specifically, the following areas should be addressed: 1. Situation Analysis (40%) Analysis (qualitative and quantitative) of external and internal environment, summary of the situation and identification of major issues 2. Recommendations (50%) General recommendation, specific recommendation, rationale behind recommendation, issues in implementing recommendations 3. Presentation of Written report (10%) Organization of report (e.g., flow, clarity, to the point), writing style (easy to understand, free from errors), professional appeal QUIZZES There will be 12 quizzes given over the course of the semester. These cover the assigned readings for the week and are open book. The quizzes consist of 5 short answer, multiple choice, fill in the blank, and/or true/false questions. You can take the quiz anytime during the assigned week. However, the deadline is Sunday at midnight of the assigned week. CAPSTONE SIMULATION We will be using an innovative computer simulation game for this class. The simulation is designed to give you a more realistic “feel” for how business decisions affect the organization as a whole. Thus, in addition to marketing-based decisions, you will also be making decisions concerning such areas as finance and production. An important goal with regard to the simulation is to gain a better appreciation for how the functional areas within a firm work together to achieve stated objectives. Each team is required to submit a one-page summary that outlines the general strategy that the team will pursue (we will discuss the simulation and possible strategies during our on-site meeting). While I will be providing the actual software manual, each student enrolled in the class will need to purchase the simulation from the online vendor. Your Capstone grade will be based on how well you follow your stated strategy and how well you perform relative to the other teams with whom you are competing. Unless otherwise stated, round decisions are to be submitted by 12:00 midnight each Sunday during the duration of the simulation (see course outline for dates). Penalties will be levied for late submissions. MARKETING PLAN This is also a team assignment. Each team is responsible for writing a marketing plan for a good or service of their choosing. Please refer to the “Main Sections of a Marketing Plan” file posted in the content area / course information area of our D2L site. Your grade for this assignment will be derived as follows: Written Marketing Plan 1. Executive Summary (5%) 2. Situation Analysis (10%) 3
  4. 4. 3. Goals / Objectives (10%) 4. Target Market Description & Analysis (5%) 5. Marketing Strategy (10%) 6. Marketing Program (40%) 7. Financial Plans (10%) 8. Implementation controls (5%) 9. Appendix Creativity of Marketing Plan (5%) CONTRIBUTION TO CLASS DISCUSSION You are expected to participate in our weekly discussions. Each Monday I will post a discussion question on our D2L site. I will also post each Monday Power Point topic material in outline format. The discussion questions relate to this material and the assigned readings (see schedule below). You may want to augment this material with additional articles of your choosing. Each student should be prepared to offer views and explanations on the subject being studied. Remember that a good portion of your grade depends on how well you articulate your thoughts and how well you can apply your marketing knowledge to different situations. In grading this component of the course, I will consider the quality of information as well as the ways in which ideas are articulated. I will not seek your participation for grading purposes. You need to make yourself and your work noticeable for me to be favorably impressed by it. To earn full credit for your weekly discussion participation you must do two things: (1) Provide a one- paragraph well-thought out answer to the posted question within the first three days (Monday through Wednesday) of the discussion week. To prepare your answer, you will need to cite at least one reference source (e.g., Business Week or Fortune Magazine article). (2) Provide a substantive comment on a posted answer by one of your fellow class mates during the last 4 days of the discussion week (Thursday through Sunday). CLASS SCHEDULE The course schedule contains information regarding the overall flow of the semester as well as week-by- week assignments and readings. When reading the calendar, keep in mind that all assignments or readings are to be completed on the date shown. The assigned readings are for the week. DATE DISCUSSION TOPIC & READINGS ASSIGNMENTS Syllabus & Introduction September 6 Week 1 9/1 – 9/7 Overview of . . . On-site Meeting Capstone Simulation Marketing Plan Case Analysis Readings: Capstone Simulation Manual Week 2 Topic #1: Topic Discussion: Forum #1 – 9/8 – Fundamentals of Marketing Strategy; Customer Customer Driven 9/14 Driven / Value Innovation 4
  5. 5. Readings: Due Sunday 9/14 11:59 PM: Power Point Outline Quiz #1 Blue Ocean Strategy – Chapter 1, 2 Article: What Business Are You In? Week 3 Topic #2: Topic Discussion: Forum #2 – 9/15 – Strategic Marketing Planning Process Strategic Marketing Planning 9/21 Process Readings: Power Point Outline Due Sunday 9/21 11:59 PM: Strategic Thinking – Chapter 1, Appendix A & B Capstone PD 1 Outline of Capstone Strategy Quiz #2 Week 4 Topic #3: Topic Discussion: Forum #3 – 9/22 – Situation / Environmental Analysis Situation / Environmental Analysis 9/28 Readings: Due Sunday 9/28 11:59 PM: Power Point Outline Capstone PD 2 Blue Ocean Strategy – Chapter 3 Quiz #3 Week 5 Topic #4: Topic Discussion: Forum #4 – 9/29 – SWOT Analysis Strength, Weaknesses, 10/5 Opportunities, Threats Readings: Power Point Outline Due Sunday 10/5 11:59 PM: Strategic Thinking – Chapter 2 Capstone D 1 Quiz #4 Week 6 Topic #5: Topic Discussion: Forum #5 – 10/6 – Goals / Objectives Goals /Objectives 10/12 Readings: Due Sunday 10/12 11:59 PM: Power Point Outline Capstone D 2 Strategic Thinking – Chapter 3 Quiz #5 Week 7 Topics #6a & #6b: Topic Discussion: Forum #6 -- 10/13 – Customer Analysis (Consumer Behavior), Market Consumer Insights 10/19 Segmentation, Target Market Customer Satisfaction & Loyalty Due Sunday 10/19 11:59 PM: Capstone D 3 Readings: Quiz #6 Power Point Outline Blue Ocean Strategy – Chapter 5 Week 8 Topic #7: Topic Discussion: Forum #7 10/20 – Differentiation & Strategic Positioning Differentiation & Positioning 10/26 5
  6. 6. Readings: Due Sunday 10/26 11:59 PM: Power Point Outline Capstone D 4 Strategic Thinking – Chapter 4 Case Analysis Blue Ocean Strategy – Review “Strategic Canvas” Quiz #7 concept Articles: (1) Mapping your Competitive Position and (2) Three Questions You Need to Ask about your Brand Week 9 Topic #8: Topic Discussion: Forum #8 – New 10/27 – Tactical Marketing Strategies: Product & Branding 11/2 New Products and Brand Management Due Sunday 11/2 11:59 PM: Readings: Capstone D 5 Power Point Outline Quiz #8 Strategic Thinking – Chapters 5, 6, 19 Article: The Brand Report Card Week 10 Topic #9:: Topic Discussion: Forum #9 – 11/3 – Tactical Marketing Strategies: Pricing Aspects 11/9 Strategic Pricing Aspects Strategic Distribution Issues Due Sunday 11/9 11:59 PM: Capstone D 6 Readings: Quiz #9 Power Point Outline Blue Ocean Strategy – Chapter 6 (covers product, price, and cost interplay) Article: Pricing and the Psychology of Consumption Week 11 Topic #10: Topic Discussion: Forum #10 – 11/10 – Tactical Marketing Strategies: Marketing Communication 11/16 Integrated Market Communication Due Sunday 11/16 11:59 PM: Readings: Capstone D 7 Power Point Outline Quiz #10 Week 12 Topic #11: Topic Discussion: Forum #11 – 11/17 – Implementation & Management of Market Driven Implementation Issues 11/23 Strategies Due Sunday 11/23 11:59 PM: Readings: Capstone D 8 Power Point Outline Quiz #11 Strategic Thinking – Chapters 9, 11, 13, 15 Blue Ocean Strategy – Chapters 7 Week 13 11/24 – Thanksgiving 11/30 6
  7. 7. Week 14 Topics #12: Topic Discussion: Forum #12: 12/1 – International Considerations Global Branding 12/7 Readings: Due Sunday 12/7 11:59 PM: Power Point Outline Quiz #12 Article: How Global Brands Compete Marketing Plan Week 15 Topics #13: Topic Discussion: Forum #13: 12/8 – Ethics, Social Responsibility, and Sustainability Ethics & Sustainability 12/14 Readings: Power Point Outline Article: Is Sustainable Development in Multinational Enterprises a Marketing Issue? 7

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