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  1. 1. Marketing Strategy & Management MKTG 464 - Spring 2008 MARKETING STRATEGY & MANAGEMENT MKTG 464 Spring Term 2008 Classroom: SBA 170 1740-2120 Wednesdays INSTRUCTOR: William H. Stevens Adjunct Professor, SBA; Founder, Funding Coach, LLC GUEST LECTURER: Mark Drum: Founder, The Channel Advantage Group OFFICE: 463 SBA OFFICE HOURS: 1600 – 1800, Tuesdays E-MAIL: REQUIRED TEXT: Best, Roger J. (2005), Market-Based Management: Strategies for Growing Customer Value and Profitability, 4th Edition, Prentice-Hall. COURSE DESCRIPTION: MKTG 464 is an integrative course designed to apply marketing concepts in a variety of business applications. Emphasis will be on marketing strategy in the major areas of marketing management including customer identification, industry analysis, product and communication strategies, distribution, pricing, and control. Prerequisites: BA 311 and MKTG 460. You should complete these requirements before enrolling in this course. LEARNING OBJECTIVES: The primary objective of the course is to enable students to acquire a fundamental understanding of marketing strategy from the point of view of the Marketing Manager. The course will cover: 1. The elements of strategic marketing planning process, 2. The use of market information, 3. The core marketing strategies, and 4. The development of the marketing plan. ASSIGNMENTS: 1. READINGS The reading assignments are listed in the accompanying weekly outline. Students should complete all weekly reading assignments prior to class time and be prepared to discuss the material. Reading Briefs are due, and Reading Articles are discussed in the Classes indicated. Reading Briefs (25 pts each). A written Reading Brief is required for four of the eight assigned readings. They are an important part of your individual grade. All Reading Briefs are to be two, but no more than two, single-spaced pages. One, and only one, Reading Brief will be graded for each person each week. Please use the following format: a. Article Overview. Develop an abstract that includes the goals, thesis, findings, and conclusions of the work (2 paragraphs) b. Key Learning Points. List the key learning points that you have gained. Comment on how each point might be applied to your team’s marketing plan, your job, or general areas of interest to you. c. Follow-on Research. Are there contrasting points of view in this area? If so, what are they, and whose are they? What future research in this subject area might be useful to the development of your Team’s Marketing Plan? Robert Harmon ©2006, W. Stevens © 2008 Page 1 April 2, 2008
  2. 2. Marketing Strategy & Management MKTG 464 - Spring 2008 d. Discussion Questions. List two or three questions about the work that would motivate a good group discussion. 2. GROUP TERM PROJECT- THE MARKETING PLAN You and your team are required to develop a marketing plan for one of either: (1) a start-up; (2) a new business unit of an existing company, or; (3) a fundamental market repositioning of the major business unit of an existing company that will incorporate the core marketing strategies of targeting, positioning and branding as the primary sources of strategic advantage. This project should analyze a particular market opportunity to be targeted by the SBU or new business. The industry or market opportunity need not be limited to Oregon or the United States. Use the Marketing Plan Outline as the framework for the development of the project. The final marketing plan assignment involves both a written plan and a PowerPoint presentation. a. Midterm Deliverables. • Marketing Plan Proposal (Check-off, Due Week 2). Develop a two-page MSWord document that identifies the business and product opportunity that your team wishes to develop the marketing plan for. Briefly describe the opportunity, the company, the industry, and product that you will focus on. Construct a tentative bibliography with at least five (05) sources. • Marketing Opportunity Analysis (Due Week 5; 100 pts). The MOA is comprised of sections I through VI of the Marketing Plan Template. The deliverables include a 30-40 page written analysis plus bibliography and appendices. You are presenting your evidence for the commercialization of the product. In essence you are developing the Phase I business case for which you will subsequently create the marketing strategy and implementation plan (Phase II). You are required to use the APA style manual. • Knowledge Notebook CD (Check-off, Phase I Due Week 5). The Knowledge Notebook is the data warehouse for your paper. You CD should contain the following folders and sections: − Team Action Required (ARs) reports (Phase I and II) – MUST include a Marketing Plan writing assignment for each Team Member − Opportunity Assessment Background (Phase I) − Product/Technology Assessment Background (Phase I) − Market Research/Analysis (Phase I) − Net Assessment (Phase I) − Strategy Background (Phase II) − Implementation (Phase II) − Financials/Budgets (Phase II) − Working Bibliography (Phase I and II) − Individual team member folders (Phase I and II) • Midterm 360-Evaluation (Due Week 5: 25 pts). A midterm 360-evaluation is required. Each group member will evaluate his/her own contribution relative to the contribution of other group members. The evaluation is part of your class participation grade. b. Final Marketing Plan Project Deliverables. Group presentations are scheduled for Weeks 8-10. The final project is due in Week 11. Robert Harmon ©2006, W. Stevens © 2008 Page 2 April 2, 2008
  3. 3. Marketing Strategy & Management MKTG 464 - Spring 2008 • Group Presentation (Weeks 9-10; 200 pts). A group presentation of approximately 30 minutes plus Q&A. The presentation should present the results of the project to the class. The grade is allocated as follows: 100 points for your individual performance and 100 points for the group effort. Drafts of PowerPoint slides for all teams are due in Week 8. • The Final Plan Document (Due Week 11: 100pts). Grades are assigned on a 100- points maximum basis. Approximate length 40-50 pages (exclusive of exhibits and bibliography). • Knowledge Notebook CD (Final Due Week 11: 50 pts) • Final 360-Evaluation (Due Week 11: 25 pts). A final 360-evaluation of individual contributions to the team is required. WEEKLY COURSE OUTLINE and ASSIGNMENT DUE DATES: Week Subject Texts Chapters Setting the Stage for Strategic Marketing, The Role of Best: 1,2,14 1 Marketing, the Knowledge Revolution Apr. 2 Formation of Groups, Selection of Marketing Plan topics Marketing Plan Proposal due, LAST chance to change Best: 3,4 2 topic Apr. 9 Market Analysis, Customer Value Creation R1: Kim and Mauborgne (1997) “Value Innovation: The Strange Logic of High Growth” Reading Brief for R1 Due Segmentation, Targeting, Positioning, Competitor Analysis Best: 5,6 R2: Gaidesh and Gilbert (1998) “Profit Pools: A Fresh 3 Look at Strategy” Apr. 16 R3: Kim and Mauborgne (2002) “Charting Your Company’s Future” Reading Brief for R2 or R3 Due Branding, Competitive Advantage, Metrics, SWOT, Risk Best: 7,11 4 R4: Keller, Sternthal, and Tybout (2002) “Three Questions Apr. 23 You Need to Ask About Your Brand” Reading Brief for R4 or R5 Due Knowledge Notebook CDs due. Best: 12,13 Strategy Development: Value Disciplines, Market leadership 5 R5: Hauser and Clausing (1998) “The House of Quality” April 30 R6: Kaplan, Robert S. and David P. Norton (2000) “Having Trouble With Your Strategy? Then Map It” Reading Brief for R5 or R6 Due Marketing Strategy: Product, Pricing, Channel Strategy and Best 8-10 6 Channel Marketing May 7 GUEST LECTURER: Mark Drum, the Channel Advantage Group R7: Kim and Mauborgne (2004), “Blue Ocean Strategy” Reading Brief for R7 Due Building a Customer-Value Focused Organization, Controlling Best 15,16 7 the Marketing Plan May 14 R8: Drucker (2002) “The Discipline of Innovation” Reading Brief for R8 Due 8 Marketing plan draft presentations due. Preliminary Plan May 21 Reviews with Instructor, Team meetings. Robert Harmon ©2006, W. Stevens © 2008 Page 3 April 2, 2008
  4. 4. Marketing Strategy & Management MKTG 464 - Spring 2008 9 Marketing Plan Presentations May 28 10 Marketing Plan Presentations Jun 4 11 Written Marketing Plans/Final Group Projects Due Jun 11 3. PLAN ASSIGNMENTS AND EXERCISES GRADING PROCEDURES: A numerical grade will be assigned to each of the Assignments delineated below. Assignment Points Grading Midterm: Group Project - Marketing Opportunity Analysis (MOA) 100 Grades will be Reading Briefs: 4 @ 25-pts each 100 assigned in Final Presentation - Group Grade 150 increments of A, Final Presentation - Individual Grade 50 A-, B+, and so Final Written Marketing Plan - Group Grade 100 on. 92.5 points Final Written Marketing Plan - Individual Grade 50 out of 100 poiints Knowledge Notebook CD 50 = A. 360-Evaluations (2 @ ~ 50 pts each), Your Group Contribution* 100 Your contribution to the class** 100 Total*** 800 * Each student is expected to make a full contribution to Group processes and results. This measure includes items such as making group meetings, completing AR assignments on time, and attending and participating in the group presentations. ** Thoughtful and relevant participation in class discussions is required. In particular, you should be prepared to discuss reading assignments when called on in class. *** Total may be modified to reflect changes in assignments or additional assignments. ARTICLE READINGS: Reading 1: Kim, W. Chan and Renee Mauborgne (1997), “Value Innovation: The Strategic Logic of High Growth,” Harvard Business Review, January-February, 103-112 Reading 2: Gadiesh, Orit and James L. Gilbert, (1998) “Profit Pools: A Fresh Look at Strategy,” Harvard Business Review, May-June, 139-147. Reading 3: Kim, W. Chan and Renee Mauborgne (2002), “Charting Your Company’s Future”, Harvard Business Review, June, 5-11. Reading 4: Keller, Kevin L, Brian Sternthal, and Alice Tybout, (2002), “Three Questions You Need to Ask About Your Brand,” Harvard Business Review, September, 80-89. Reading 5: Hauser, John R and Don Clausing (1988), “The House of Quality”, Harvard Business Review, May-June. Reading 6: Kaplan, Robert S. and David P. Norton (2000), “Having Trouble With Your Strategy? Then Map It,” Harvard Business Review, September-October, 167-176. Reading 10: Kim, W. Chan and Renee Mauborgne (2004), “Blue Ocean Strategy,” Harvard Business Review, October, 1-9. Reading 8: Drucker, Peter, (2002), “The Discipline of Innovation,” Harvard Business Review, August, 95-102. Robert Harmon ©2006, W. Stevens © 2008 Page 4 April 2, 2008
  5. 5. Marketing Strategy & Management MKTG 464 - Spring 2008 CLASS POLICIES: 1. Academic honesty is a requirement for passing this course. 2. Attendance and class participation are essential for a thorough understanding of the material for this course. Both factors are considered in the grading process. 3. Documented satisfactory group participation, including attending regular meetings with your team and observing group deadlines, is a course requirement. Your grade on the group project will reflect your group’s efforts collectively, your individual input to the group effort and your individually-written section of the Marketing Plan. This may result in an individual grade that differs from the overall grade on the group project. 4. Late papers are not considered without a valid medical reason. If you cannot attend class when an assignment is due, please make arrangements for its timely delivery. 5. The standards for submission of course requirements are Word, PowerPoint, and Excel. The APA style manual is observed. Recommended Periodicals/Journals: Journal of Marketing Jrnl of Product Innovation Mgmt Fortune Journal of Marketing Research Business Week Electronics News Harvard Business Review InfoWorld Foreign Affairs The Economist Business 2.0 Foreign Policy The Wall Street Journal Business Marketing MIT Technology Review Barron’s Fast Company Electronic Business Forbes PC Magazine Futurist Recommended Books: Aaker, David (1996), Building Strong Brands, Free Press. Berry, Michael J.A. and Gordon Linoff (1997), Data Mining Techniques For Marketing, Sales and Customer Support, John Wiley & Sons, Inc. Cooper, Robert G. (2001), Winning at New Products: Accelerating the Process from Idea to Launch, Perseus Publishing. Christensen, Clayton M. (1997), The Innovator’s Dilemma: When New Technologies Cause Great Firms to Fail, Harvard Business School Press. Christensen, Clayton and Michael Raynor (2003), The Innovator’s Solution: Creating and Sustaining Successful Growth, Harvard Business School Press. Fahey, Liam & Robert Randall, Eds. (1998) Learning from the Future: Competitive Foresight Scenarios, Wiley. Fukuyama, Francis (1995) Trust: The Social Virtues & The Creation of Prosperity, Free Press. Greenberg, Paul (2001), CRM At the Speed of Light, McGraw-Hill. Khandpur, Navtej and Jasmine Wevers (1998), Sales Force Automation Using Web Technologies, John Wiley & Sons, Inc. Kosko, Bart (1993), Fuzzy Thinking: The New Science of Fuzzy Logic, Hyperion. Lilien, Gary and Arvind Rangaswamy (2001), Marketing Engineering: Computer Assisted Marketing Analysis and Planning, (2nd Ed.), Prentice Hall. Marshall, Kimball (1996), Marketing Information Systems, Boyd and Fraser Publishing Company McGrath, Michael E. (2001), Product Strategy for High-Technology Firms: Accelerating Your Business to Web Speed, McGraw-Hill. Moore, Geoffrey A. (1991) Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers, Harper Business. Nagle, Thomas T. (1987) The Strategy & Tactics of Pricing: A Guide to Profitable Decision Making, Prentice- Hall. Newell, Frederick and Katherine Newell Lemon (2001), Wireless Rules: New Marketing Strategies for Robert Harmon ©2006, W. Stevens © 2008 Page 5 April 2, 2008
  6. 6. Marketing Strategy & Management MKTG 464 - Spring 2008 Customer Relationship Management Anytime, Anywhere, McGraw-Hill Professional Publishing. Porter, Michael (1985) Competitive Advantage: Creating and Sustaining Superior Performance, Free Press. Rand, Ayn (1957) Atlas Shrugged, Dutton. Richardson, Paul (2001), Internet Marketing: Readings and Online Resources, McGraw-Hill Irwin. Rogers, Everett (1995) Diffusion of Innovations (4th Ed), Free Press. Rust, Roland T. et. al. (2000) Driving Customer Equity: How Customer Lifetime Value is Reshaping Corporate Strategy, Free Press. Stone, Bob (1997), Successful Direct Marketing Methods, Sixth Edition, NTC Business Books. Sun Tzu (5th Century B.C.), The Art of War, Translated by Thomas Cleary (1988), Shambala Publications Toffler, Alvin (1990) Powershift: Knowledge, Wealth, and Violence at the Edge of the 21st Century, Bantam Books. Toffler, Alvin (1980) The Third Wave, Bantam Books. Toffler, Alvin and Heidi (1993) War and Anti-War: Making Sense of Today’s Global Chaos, Warner Books. Treacy, Michael and Fred Wiersema (1995) The Discipline of Market Leaders: Choose Your Customers, Narrow Your Focus, Dominate Your Markets, Addison Wesley. Trout, Jack (1996), The New Positioning: The Latest on the World’s Number One Business Strategy, McGraw Hill. Watson, Gregory H. (1993), Strategic Benchmarking: How to Rate Your Company’s Performance Against the World’s Best, John Wiley & Sons, Inc. Wiersema, Fred (1996) Customer Intimacy: Pick Your Partners, Shape Your Culture, and Win Together, Knowledge Exchange. Wind, Yoram and Colin Crook (2005) The Power of Impossible Thinking, Wharton School Publishing Zaltman, Gerald (2003) How Customers Think: Essential Insights into the Mind of the Market, Harvard Business School Press. Robert Harmon ©2006, W. Stevens © 2008 Page 6 April 2, 2008