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  1. 1. Strategic Marketing Management 6661 TXWA Fall Semester 2009 Instructor: Stephen C. Garrott, Ph.D. McCartha 112 Office Phone: 334-670-3151 email: sgarrott@troy.edu Office hours: 5:00 - 5:30 PM on Wednesdays (Graduate) Daytime office hours are posted on the office door Other times by appointment if necessary Text: Marketing Management, 13th Edition. Phillip Kotler, Prentice-Hall, 2009. ISBN: 978-0-13-600998-6 Time of Class: 5:30 - 8:15 PM--Wednesday Class Location: GAB 302 Purpose of the Course: To familiarize the graduate student with the operational process of marketing and how it is integrated into the environment of the modern business entity. Course Prerequisites: MBA 5504 or equivalent SORRELL COLLEGE OF BUSINESS VISION STATEMENT: Sorrell College of Business will be the first choice for higher business education students in their quest to succeed in a dynamic and global economy. Sorrell College of Business will create the model for 21st century business education and community service. SORRELL COLLEGE OF BUSINESS MISSION STATEMENT: Through operations that span the State of Alabama, the United States, and the world, Sorrell College of Business equips our students with the knowledge, skills, abilities and competencies to become organizational and community leaders who make a difference in the global village and global economy. Through this endeavor, we serve students, employers, faculty, and Troy University at large as well as the local and global communities.
  2. 2. 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, technologies, 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?  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 opportunities? (primary focus of the course) Learning Objectives: 1. To develop skills in planning a wide variety of marketing management tools, ranging from new product entry strategy to international market product life cycle management and strategy. 2. To develop skill in organizing more effective strategic marketing and implementing the marketing planning process. Course Requirements: You are expected to read the chapters and/or supporting material assigned prior to each class. Method of Course Assessment: A series of chapter specific exams will be given each week relative to the assigned chapters for the week. These exams will constitute the equivalent of one major exam. In addition, students will be required to prepare five (5) article summaries pertinent to the topics discussed in the areas of concentration Parts 4 - 8 (see Table of Contents, page ix in test). The format to be used in the article summaries will be attached to this syllabus. A comprehensive final examination will also be given at the end of the course. Class attendance, preparation, and involvement are all perceived by the instructor to be important for successful completion of the course. It should be noted that the professor reserves the right to change the parameters of the assessment process relative to the nature and composition of the class.
  3. 3. Grade composition: Chapter series exams: 50% Final exam Part I 30% Part II 20% Article Summaries (Point value: For each article summary received ON TIME and in the correct format, a 2 point bonus will be awarded allowing you to raise your average by 5 points.) Course Content: The course is centered around eight primary areas of subject matter. Due to the constraints of the semester system and the volume of material, it is impossible to address all of the related chapters in class. However, each area will be sufficiently represented to meet the course objectives previously stated. The areas of concentration and chapters we will cover (or you will be responsible for) are: Part 1. Understanding Marketing Management--Chapters 1-2 2. Capturing Marketing Insights--Chapters 3-4 3. Connecting with Customers--Chapters 5-8 4. Building Strong Brands--Chapters 9-10, 11 (read on your own) 5. Shaping the Marketing Offerings--Chapters 12, 14 6. Delivering Value--Chapters 15 7. Communicating Value--Chapters 17-18-19 8. Creating Successful Long Term Growth--Chapters *20, 21 (read on your own) *Note: Chapter 20 will be discussed prior to Chapter 9 Attendance Policy: Much of what is gained in any class is obtained through the instructor’s interpretation and presentation of the course material. Therefore it is essential that you attend all class sessions without exception. Missing one class meeting is comparable to missing one full week. Therefore, attendance is mandatory. No automatic absences are authorized. Arrangements for excused absences must be made at least 1 day prior to the absence. However, two or more absences will constitute a failure in the class (or preferably you just will withdraw from the class). Keep in mind that failure to attend the first class meeting due to any reason such as flight scheduling, work, etc. constitutes a missed day and excuses (other than University related activities) will not be accepted.
  4. 4. Classroom Administration: Students are expected to: 1. Punctually attend all scheduled classes. 2. Be responsible for all instructions and assignments given in class as well as for the supporting textbook content. 3. Read the textbook material and before the lecture covering that material. This leads to a better understanding of the lecture as well as the opportunity to ask questions about material(s) in the text or review concepts/elements that were unclear or that the student did not understand. 4. Hand in assignments on the assigned due date. Electronic Devices: All cell phones are to be TURNED OFF during the class. If they are in “silent” or “vibrate” mode, they are NOT to be taken out of your purse or pocket to be checked periodically. If your phone goes off in class, you will be asked to leave the room for the class period and an unexcused absence will be charged. THIS IS JUST COMMON CURTESY TO THE INSTRUCTOR AND THE OTHER MEMBERS OF THE CLASS! None of us are so important that we cannot be out of touch during the official class period time. In addition, no electronic translators, Blackberries, etc. will be permitted during the administration of the “mini” chapter exams. Exception: In order to receive emergency messages from the University or family members, the call receipt indicator on devices must be in the vibration mode or other unobtrusive mode of indication. Students receiving calls that they believe to be emergency calls must answer quietly without disturbing the teaching environment. If the call is an emergency, they must move unobtrusively and quietly from the instructional area and notify the instructor as soon as reasonably possible. Students who are expecting an emergency call should inform the instructor before the start of the instructional period. Cheating Policy: If you are caught cheating, you will get a course grade of "F". See ΑORACLE: Student Handbook, 1998-1999" pp. 56-57. Plagiarism is the act of stealing and passing off (the ideas or words of another) as one’s own or to commit literary theft presented as a new and original an idea or product derived from an existing source (Webster’s New Collegiate Dictionary). Plagiarism will cause a student to get a course grade of “F”. According to the TSU ORACLE: Student Handbook, 1998-99, pp. 52, one definition of misconduct is: “Dishonesty, such as cheating, plagiarism...”. The ORACLE states on pp. 56 under the Academic Code sub- heading that: “A student is subject to disciplinary action: #3. Where the work affects or might affect a student’s grade, credit, or status in the university, a student represents to be his or her own any work which is not the product of his or her own
  5. 5. study and efforts”. The penalty for such misconduct may be (pp. 56) “A student’s grade in the course or on the examination affected by the misconduct may be reduced to any extent, including a reduction to failure.” A student may be suspended from the University for a specific or an indefinite period.≅ p. 56-57. ADA Policy: The Troy University ADA Statement, is as shown below: Troy University supports Section 504 of the Rehabilitation Act of 1973 and the Americans with Disabilities Act of 1990, which insure that postsecondary students with disabilities have equal access to all academic programs, physical access to all buildings, facilities and events, and are not discriminated against on the basis of disability. Eligible students, with appropriate documentation, will be provided equal opportunity to demonstrate their academic skills and potential through the provision of academic adaptations and reasonable accommodations. Further information, including appropriate contact information, can be found at the link for Troy University’s Office of Human Resources at http://www.troy.edu/ humanresources/ADAPolicy2003.htm Final note: This is the only opportunity in the MBA program for the student to gain an appreciation and understanding of the driving force of marketing. Therefore, it is essential that you stay ahead rather than “lagging” in the reading and review of the text and course materials.
  6. 6. Article Summary Outline Strategic Marketing Management 6661 The purpose of the article summaries is to demonstrate the relationship between marketing theory and/or concepts and current marketing practices and applications. The articles can either support or contradict a principle/theory/concept that is presented in the text. The articles must be from a current general business publication such as Business Week, Fortune, Wall Street Journal, etc. Do not utilize general audience publications such as Newsweek, Time, etc. as they tend to write more on the surface level. In addition, it is suggested that trade publications not be utilized as their authenticity is more difficult to assess. It is also suggested that more than one source be used in the article searches to familiarize you with different viewpoints and applications. Five article summaries will be required by the student relevant to the following chapters: 9, 10, 12, 14, 15, 17, 18, 19, and 20. No two articles can be from the same chapter and one article must come from at least 4 of the 5 Parts the chapters represent (see Table of Contents, Parts 4, 5, 6, 7. and 8). In other words, the articles are not to be restricted to one or two topical areas. The article summaries must be typed and edited for correct grammar. They should be single spaced and organized under the (1), (2), and (3) below. They will be collected during the first evening of the second session unless arrangements are made in advance with the instructor. They are not to be emailed to the instructor(s) and should be printed by the student. Format: (1) Name of student (2) Chapter number, page, and brief summary (or quotation) of the premise stated by the author of the text. (3) Article citation: Examples: “Brand Barbie Gets a Makeover”, Fortune, July 20, 2009, p. 17 and “The Rush to Grab Orphan Brands”, Peter Cabonara, Business Week, August 1, 2009. Note: Do not get more than one article summary out of any individual issue of the journal, magazine, or other source you are using. Also, no more than one internet site reference will be allowed. Basically, I want you to become exposed to the popular business literature. (4) Summation of the article with emphasis on how it relates to the principle/theory/concept selected from the text as stated in (2). Examples of sources: Marketing News Forbes Advertising Age Fortune Marketing Management Business Week Wall Street Journal (Marketplace) Sales & Marketing Management
  7. 7. Note: Avoid specialized “trade publications” and Internet cites as their verification is sometimes difficult to ascertain. Finally, no article citation will be accepted that is older than January 1, 2008 as events in marketing change rapidly.

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