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Marketing Strategy.doc.doc

  1. 1. West Virginia University Graduate School of Business and Economics Professor: Juliet Penn Executive MBA Program Telephone: (304) 296-8723 E-Mail: Marketing Strategy BADM 652 Charleston, Morgantown, Parkersburg - Class of 2006 A. Required Materials • Kotler, Philip and Keller, Kevin Lane, Marketing Management, 12th edition, Pearson Education, Inc., Upper Saddle River, NJ; 2006, ISBN# 0-13-145757-8. • Harvard Business School Cases. • Cases are available for purchase and download via Harvard Business School Press online, B. Course Objective To provide each student with a working knowledge of the marketing function, its strategic importance, its practical relationship to other internal and external functions, its role in modern business plans and its execution. The decision-making orientation of the course will establish a springboard for marketing management or for active interface by other managerial disciplines with the marketing function. C. Course Overview The flow of activities throughout this course will take you through the marketing process, from strategic to tactical, and will provide you with a high degree of practical involvement in various problems and opportunities facing marketing management. The course consists of discussion- oriented lectures, case discussions, exercises, videos, articles and individual and group case assignments. 1
  2. 2. The textbook and cases represent a wealth of marketing theory and application. This syllabus is very specific about your responsibilities with respect to readings, cases and written assignments. Please stay abreast of the assigned material and use a combination of the lecture material and your readings to build your marketing expertise. Make notes as you work through the cases, both those that are due in writing and those that are for class discussion only, so that you are able to maximize not only your contribution but also your understanding of the lessons involved. Classroom discussion is important. Please remember that there is usually no right or wrong in case discussions; however, there are most certainly strong and weak arguments. This course is designed to help you to assemble and support convincing qualitative and quantitative arguments aimed at senior management. D. Schedule of Classes and Discussion Topics A schedule of all classes, topics, discussion cases and written assignments is provided in tabular form at the end of this document. E. Reading Assignments Reading assignments are as per the schedule of classes. Please complete these readings in a timely manner and seek ways in which to incorporate them, when appropriate, into your written and oral assignments. The Kotler/Keller text is a reference-style textbook that you should use to find concepts that reinforce your arguments in both written and class discussion cases. F. Oral and Written Assignments Case studies give each graduate student the opportunity to assess real market situations. All cases -- written, those for presentation, and those for discussion -- should be analyzed using a structured methodology that will be reviewed during our first class meeting. Please remember that in case studies everything in the past is for you to interpret and everything in the future is for you to decide. In addition, please adopt both a quantitative and a qualitative approach to all marketing problems from the outset. IMPORTANT INFORMATION REGARDING DOWNLOADING OF CASES: As per the instructions under “Required Materials,” all cases may be downloaded from Harvard Business School Press online ( Please note that you will be responsible for 4 cases in total: 2 that we will discuss together in class, as indicated on the schedule, and 2 that will be assigned after teams have been established and confirmed. NOTE: Please confirm that you are downloading the correct case by matching the product number I have provided with that of the case online. There may be several cases on the same company (i.e. Black and Decker). Checking the product number will ensure that you are purchasing the correct case. If you have any issues downloading cases, please contact Harvard Business School Press directly at 1-800-545-7685. 2
  3. 3. 1. Individual Written Cases Each student will prepare two individual case studies assigned during the term and due on the dates indicated on the attached schedule. Each of the written cases is to be prepared as a report typical of one that you would write as a company executive or consultant asked to provide direction on the subject at hand to senior management. The second individual case analysis, designated as the “Board of Directors” case, is explained in the following section. All written cases are to be handed in on time. Cases need to be submitted to me the day they are due, BEFORE class starts or, in the instance of the 1st individual case, by the time designated on the schedule. As you will note on the attached schedule, I will allow you to take the weekend to complete your first individual case analysis. Please note that the case is due to me, via email, by Sunday 1/15 at 5:00 p.m. If you submit your analysis late, I will deduct a full letter grade for each day it is tardy until the discussion date at which time it will no longer be accepted. The 2nd individual case, “Board of Directors” case, will be discussed in class the day it is due. After the case is reviewed, I can no longer accept write-ups. There will be no exceptions! If circumstances are such that you are unable to submit either case by the due date and time, you may request to do a make-up case for full credit. Please let me know at least 24 hours ahead of time if you will be unable to complete an assignment. 2. Final Team Case Presentation and “Board of Directors” Case Class members will divide into their already established teams during the first class. Once the number of teams is determined, I will assign a team presentation case to each team. The team will then conduct an analysis of the assigned case and present it to the class on either the Monday or Wednesday of the week of 1/30 (I will assign the date). All members of the team are required to take part in the final presentation. Each team should select an administrative leader to be my contact person, to call meetings for the group, assign the specialized tasks (i.e. data analysis, narrative preparation, etc.) and in general be the project manager for this assignment. Each team will also be assigned a second case thereby serving as the primary recipients of another team’s presentation. The team members should consider themselves the Board of Directors empowered to approve the recommendation(s) set forth in the presentation. After the presentation, you will form the primary source of discussion which will last at most 10 minutes (assisted by the Chairman of the Board – me). Active participation is essential and will count significantly towards your class participation grade. You will analyze and submit this “Board of Directors” case as your second individual written case. By doing the analysis for your individual case write-up, you will be prepared to ask questions of the presenting team. 3
  4. 4. G. Class Participation It is the responsibility of each student to attend all regularly scheduled classes, presentations and examinations. Those that are prepared to discuss all assigned readings will do best on the assignments and will receive the highest grades. Since you are working graduate students, integrating your experience with your readings is highly encouraged. Both attendance and participation will maximize your return on investment in this class. H. Grading Components Your final grade will be determined according to the following percentage breakdown: Grading Components First individual case ……………..…………………….. 25% “Board of Directors” individual case…..………………. 30% Team Case Presentation ……..…… …………………… 35% Class participation………………………………………. 10% TOTAL GRADE 100% A note on academic conduct: In cases that involve academic misconduct (plagiarism or other forms of representing another’s work as one’s own) the university policy will be strictly enforced (see catalog). I. Communications A two-way flow of communication is encouraged at all times during this course. If you have questions that you feel would be best answered by me alone, please do not hesitate to email or call me to discuss. There are rarely clear cut examples of right and wrong in marketing; however, the thinking and planning process must be solid in order to avoid costly and damaging errors. Please view marketing in this light, rather than from a "formula" viewpoint. 4
  5. 5. Instructor: Juliet Penn Email: Marketing Strategy Schedule: January – February 2006 Tel: (304) 296-8723 CMP06 (Updated 12/12/05) Session Date Day Topics Readings Discussion Case Written Assignment 1 1/4 Wednesday Introduction to marketing, role of marketing, exchange. Kotler/Keller 1 - Customer satisfaction. Customer retention. Review analytical methodology. Kotler/Keller 5 2 1/9 Monday Market-oriented strategic planning. Marketing Kotler/Keller 2 Hurricane Island - planning. Outward Bound Product #: 9-588-019 3 1/11 Wednesday Buying behavior. Market segmentation. Selecting Kotler/Keller 6 Individual Case Analysis: target markets. Black and Decker Corp Kotler/Keller 8 (A): Power Tools Division Product #: 9-595-057 DUE 1/15 (5:00 p.m.) via email 4 1/18 Wednesday Positioning. Category and product life cycles. Kotler/Keller 10 Black and Decker Discussion of branding, packaging and labeling. Discussed 5 1/23 Monday New product development Pricing strategies and Kotler/Keller 20 - tactics. Kotler/Keller 14 6 1/25 Wednesday Marketing mix. Integrated communications, - advertising, promotions, public relations and personal Kotler/Keller 17 selling. 7 1/30 Monday Team case presentations Team Case Presentations/ Board of Directors papers 8 2/1 Wednesday Team case presentations Team Case Presentations/ Board of Directors papers