8 pages paper

Course Syllabus

SCHOOL OF BUSINESS

Course Number and Title: Marketing Strategies, MKT 500

Term/Year: Term 4 2014 Tuesday Hybrid

Center: Manchester, NH

Faculty Name: Dr. Pat Spirou

Email Address: [email protected] Phone: 644-3170

Office Hours: By appointment

Office Location: Academic Center 211H

Required TEXTBOOK(s) and Supplemental Materials: Marketing Management, Kotler & Keller, Prentice Hall

COURSE DESCRIPTION: The characteristics and management of markets are described in topics that include the marketing environment, components of the marketing mix, market segmentation, and planning.

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, and analytical procedures, techniques and models. The learning objectives and outcome assessment are the following:

1. To become familiar with the range of decisions implicit in strategic marketing management and planning and develop skill in using a variety of analytical frameworks for making such decisions

2. To develop an understanding of how markets contrast in terms of their stage of development and how the nature of competition in such markets is impacted

3. To develop skills in planning a variety of marketing management tools, ranging from new product entry to international market life cycle management and strategy

4. To develop skill in organizing for effective strategic marketing and in implementing the market planning process

COURSE FORMAT: This course is highly interactive between the class and the instructor. Through case presentations/studies, 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 and team settings.

COURSE GRADING/EVALUATION CRITERIA:

30% Exams are comprehensive and will be in essay format (covering all assigned readings and class discussions)

20% Case Analysis – critical thinking flow chart concepts will be explained in more detail in class

30% Marketing Plan Evaluation

20% Hybrid discussion forum

Academic Honesty Policy: Southern New Hampshire University requires all students to adhere to high standards of integrity in their academic work. Activities such as plagiarism and cheating are not condoned by the university. Students involved in such activities are subject to serious disciplinary action. Plagiarism is defined as the use, either by paraphrase or direct quotation, of the published or unpublished work of another without full and clear acknowledgement. Cheating includes the giving or receiving of unauthorized assistance on quizzes, examinations or written assignments from any source not approved by the instructor. For a full definition of academic dishonesty please refer to the undergraduate catalog, graduate catalog or CE bulletin.

ADA/504 Compliance Statement: Southern New Hampshire University is committed to and concerned with meeting the needs of students challenged by physical, emotional and/or learning disabilities. At the beginning of each term, or as soon as you become aware of a disability, we encourage you to request those accommodations which you need to meet your academic goals. To ensure that all of your needs are met, the University recommends that you meet with one of the following individuals who will assist you in making contact with appropriate faculty and support services staff regarding accommodations.

Emotional Disabilities & ADA/504 Compliance Issues: Learning, Physical Disabilities & ADD/ADHD:

Mrs. Jet Goldberg Mrs. Hyla Jaffe

Coordinator of Counseling Services, Wellness Ctr. Coordinator of Disability Services, Exeter Hall

603-645-9679 603-668-2211 x2386

[email protected] [email protected]

Library Resources Statement: In addition to the intellectual resources available on site and online (http://www.snhu.edu/library.htm), Shapiro Library makes available group and one-on-one instruction in information literacy, enabling students to define and articulate what knowledge-based resources are relevant to their research interests. Library staff are available to assist students in effectively and efficiently accessing information from credible sources, to compare new knowledge with prior beliefs, and to consider the related ethical, legal, and socio-economic issues that are inherent in scholarly investigation.

( YES  NO The use of BlackboardTM is required in this course.

BlackboardTM is the free software that the university uses to enhance learning. It is available through any web browser (Netscape, Internet Explorer). Instruction in how we will use BlackboardTM will be covered in class.

Class Schedule
Week 1 June 17	Introductions, Course Objectives, Review of Basic Marketing – Case Assignments Critical Thinking Flow Chart Application	Chapter 1/2/3
Week 2 June 24	Consumer Markets Segmentation/Positioning	Chapter 6/8 Case presentations
Week 3 July 1	Hybrid – Service Strategies	Chapter 8
Week 4 July 8	Hybrid – B2B Markets	Chapter 7/15
Week 5 July 15	Branding Strategies	Chapter 9/10 Case presentations
Week 6 July 22	Global Initiatives	Chapter 21 Case presentations
Week 7 July 29	Hybrid – Mid-term Exam
Week 8 Aug 5	Marketing Research	Chapter 4 Case presentations
Week 9 Aug 12	Hybrid – Promotional Planning	Chapter 17/18/19
Week 10 Aug 19	Final Project Due

This schedule is tentative and may be changed at the instructor’s discretion.

*You may want to supplement your readings/class discussions by becoming familiar with the Wall Street Journal “MarketPlace” section.

You can also go online to www.wsjstudent.com for the reduced subscription

FORMAT: Title page (Name, date, and course number)

Executive Summary

Body of paper (8-10 pages)

Bibliography (APA style)

DUE: End of the term (last class)

http://www.netmba.com/strategy/matrix/bcg

1. A statement of the organization’s purpose and general guidelines for accomplishing it (organizational mission)

2. The organization’s skills, talents, and experiences (distinctive competencies)

3. Trends or conditions that have enabled the company to reach a particular market (market opportunities)

4. Organizational objectives and their accomplishment

5. The organization’s SBUs (businesses, product lines, or profit centers)

6. Indications, in the text or in financial statements, as to whether the SBUs can be considered stars, cash cows, problem children, or dogs. Did the organization harvest or divest any SBU in the past year?

7. Use of an organizational strategy for growth, such as:

a. Market penetration: Did the firm increase sales of any products in its current markets?

b. Product development: Did the firm improve a product or develop a new one for its current markets?

c. Market development: Did the firm introduce a product in a new geographic area or otherwise put a current product into a new market?

d. Diversification: Did the firm introduce new products to sell in new markets or buy other companies offering different products?

8. References to increasing sales volume or market share (marketing objectives)

9. Elements of the marketing strategy

a. The group of consumers toward which the firm is aiming its product or efforts (target market)

b. A description of the marketing mix(product, promotion, price, or distribution

10. Elements of the marketing plan, such as:

a. References to short or long-range marketing goals

b. Mention of trends and changes in customer preferences or competitors’ actions

Discussion of market opportunities or problems the organization faces

http://libguides.snhu.edu/MKT500_Dr_Pat_Spirou

Minor Case Analysis:

An analysis of a case study should include the following sequential steps:

1. Develop an understanding of the facts surrounding the case:

a. re-read the case several times

b) underline the important facts

c) interpret all charts

d) question any comments made in the case

e) evaluate past and current decisions

f) develop a list of questions (in addition to the ones provided at the end of the case) whose answers would be useful in addressing the issues.

2. Identify the key issues.

3. List alternative actions that could be taken:

a) different business objectives

b) different marketing objectives

c) customer market segments

d) overall business strategies

e) competition

f) economic trends

g) personnel capabilities

h) sales projections

4. Evaluate alternative courses of action

5. Recommendation

For the minor case, you are required to identify ONE (1) key issue, give TWO (2) alternatives for the key issue , and evaluate each of those alternatives by doing a strength/weakness analysis, and, finally, decide on a recommendation–one or more of your alternatives.

This analysis is no more than two (2) pages long, and it does NOT require additional research. The information that you will need is either in your Lecture Series or in your book.

Grading will be based upon your writing ability and your critical thinking ability.

(Proficiency and content)

Your (5 minute) presentation should include a brief summary of the case and the flow chart.

Minor Case Presentation/Paper Due Dates

Each of you will be assigned ONE case (paper and presentation due on that date)

June 24	With Just a Click Data Analytics Corporate Responsibility Sam’s Club When is a Sale Not a Sale? Loyalty Cards eBay Cutting Costs
July 15	Staples Private Labels for Beer Interactive Print Marketing Entertaining Retailing - IKEA Target Ethnic Preferences Personalization – Macy’s Fast Growth for Forever 21
July 22	Upscale Customers How To Sell Furniture Poor Segmentation Moms are the Target Market Big Boxes in Small format Domino’s – Convenience for Flavor Bundling e-books
Aug 5	Online Taxation The international symbol: fast food Marriott Luxury Brands care too Food labels Friend based marketing Tap vs. Bottled Neiman Marcus

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