Benedictine University

MKTG 380 Marketing Strategy Spring Semester, 2014

Mon., Wed., 11:00 a.m. 12:15 p.m.

Professor: Dr. Nona Jones

Office Number: 166 (Scholl Hall)

Telephone: Ext. 6475

Office Hours: Mon.: 12:30 p.m. 2:00 p.m. -- Tues.: 9:00 a.m. 10:30 a.m. Wed.: 12:30 p.m. 2:00 p.m. -- Thurs.: 9:00 10:30 a.m.

E-mail: njones@ben.edu

Textbook: Strategic Marketing Problems: Cases and Comments, 13th Edition.

Roger A. Kerin & Robert A. Peterson, Pearson-Prentice Hall, 2013

(ISBN: 0-13-274725-1)

Course Description: This course is designed to present a balance between marketing management

content and process. In addition to providing an overview of fundamental

concepts in formulating marketing strategy, the course will focus on major topics

in strategic marketing, the components of a marketing plan, and financial

analysis for marketing management. Case studies will be used to evaluate

marketing strategy and to develop alternative strategies when appropriate.

Course Goals/ Objectives: The cases covered in this course will provide students an opportunity to apply

marketing concepts and practices and to analyze strategic marketing problems in

a wide variety of industry settings. In addition, depending on the availability and

cooperation of local firms or institutions, a semester project requiring groups of

students to work with companies in the development of marketing plans for those

companies will give students practical experience in applying learned marketing

concepts.

The following Essential Learning Goals for Undergraduate General Education

apply to MKTG 380:

Critical Thinking and Problem Solving (1)

Demonstrate critical thinking and analysis

Identify, study, and solve problems

Achieve computational skills and an ability to understand and interpret numerical data

Communication

Express concepts and ides clearly, creatively, and effectively in oral and written forms

Personal Growth

Develop intellectual curiosity and a desire for lifelong learning

Understand the nature of and evaluate evidence

Breadth of Knowledge and Integrative Learning

Integrate learning from different disciplines to illuminate intersecting topics of investigation

Explore connections between classroom knowledge and real-world experiences

Course

Requirements/

Guidelines: - The learning method for this class will be case analysis and discussion;

therefore, thorough case preparation is essential to learning effectiveness in this

seminar. Students are expected to have read the assigned cases from the text

prior to each class and to participate in the team-led discussions.

- Missed exams or quizzes cannot be made up no exceptions, no excuses.

- All written assignments must be typed, free of grammatical and spelling errors,

with a separate title page that includes the title of the assignment, students name, professors name, course number, title of the course, semester, and date. Up to five (5) points will be deducted for each spelling and grammatical error on

written assignments and up to seven (7) points for failure to abide by the cover-

page guidelines.

- Absolutely no assignments listed in the syllabus will be accepted after the due

date and time. If you will not be attending class on the date that an assignment is

due, you must make arrangements to submit it prior to the due date, and the date

and time of submittal must be recorded by a professor or a staff member in the

business department. (Please see Attendance Policy for additional guidelines.) Technology

Requirement: For the analysis and presentation of cases, basic word processing, spreadsheet,

and PowerPoint skills are required. A D2L site has been created for the class:

however, due to the nature of the course, the site will be used primarily for

special assignments or information and, possibly, for the submission of the final

individual case analysis. No PowerPoint slides will be posted on the site.

Attendance Policy: Students are expected to attend each class and to participate in case discussions.

If you are not in attendance on a date for which a class discussion or a group

presentation of a text case is scheduled, you must submit a 5-page written (typed)

analysis of the case at the following class session. Failure to submit this

assignment on time will result in a 30-point reduction in your total grade for the

semester.

In addition, each absence in excess of two (2) will result in a 20-point grade

reduction. (Please note: Your professor realizes that some of lifes occurrences, such as a death in the family or an illness, are beyond your control. Therefore,

this policy, in effect, allows you two excused absences, equivalent to one week

of classes. (All other absences in excess of two, unless they are for a BU-

sanctioned activity that requires your participation, will be unexcused and, as

such, will be subject to the 20-point deduction.) With this policy in mind, you are

strongly advised to bank your two excused absences to be used only when necessary.

Leaving the room while class is in session is disruptive. Therefore, any student

who leaves the classroom at any time during the 75-minute class session, without

having received permission from me prior to the start of class, will be subject to

an absence charge against that students attendance record.

Academic Honesty: The search for truth and the dissemination of knowledge are the central

missions of a university. Benedictine University pursues these

missions in an environment guided by our Roman Catholic tradition

and our Benedictine heritage. Integrity and honesty are therefore

expected of all members of the University community, including

students, faculty members, administration, and staff. Actions such as

cheating, plagiarism, collusion, fabrication, forgery, falsification,

destruction, multiple submission, solicitation, and misrepresentation are

violations of these expectations and constitute unacceptable behavior in

the University community. The penalties for such actions can range

from a private verbal warning all the way to expulsion from the

University. The Universitys Academic Honesty Policy is available at http:/www.ben.edu/AHP, and students are expected to read it.

Students are also expected to assume a fair share of team/group activities.

Special Needs: If you have a documented learning, psychological, or physical disability, you

may be eligible for reasonable academic accommodations or services. To request

accommodations or services, contact Jennifer Golminas in the Student Success

Center, 015 Krasa Student Center, extension 6512. All students are expected to

fulfill essential course requirements. The University will not waive any essential

skill or requirement of a course or degree program.

Academic

Accommodations

For Religious

Obligations: A student whose religious obligation conflicts with a course requirement may

request an academic accommodation from the instructor. Students must make

such requests in writing by the end of the first week of the class. Electronic Devices

Policy: One aspect of being a member of a community of scholars is to show respect for

others by the way you behave. One way of showing this respect in the

educational community is to do your part to create or maintain an environment

conducive to learning. That being said, allowing your cell phone to ring in class

is completely inappropriate, because it distracts your classmates and, thus,

degrades their overall classroom experience. Therefore, for the sake of your

classmates, you are expected to turn off your cell phone or set it to mute/silence

BEFORE you enter the room. Furthermore, if you use your cell phone in any

manner during class (e.g., text messaging, games, etc.), this will be an indication

to me that your mind is elsewhere, in other words, that you are really not here.

Consequently, you will be considered absent for that day. (If you have already

signed the seating chart, your name will be crossed off.). If you use your cell

phone in any manneror if it ringsduring an exam, you will receive a zero for that exam.

This policy also applies to pagers, iPods, iPads, BlackBerrys, PDAs, Treos, MP3

players, and all other electronic communication and/or storage devices. Laptops

may be used during class only for instructor-directed exercises.

Evaluation: Student teams will be responsible for thoroughly analyzing and presenting two

cases from the text and leading the class in the discussion of those cases.

Leading the discussion means that the team will be charged with thoroughly

relating the case to material covered in class and with actively engaging the rest

of the class in the discussion. No written report will be required for the first case

analysis; the grade for the case will be based on the content of the analysis and

the quality of the presentation delivery. For the second, case analysis, teams will

responsible for both an oral presentation and a written report.

There will be three exams, two of which will be in the form of in-class case

analyses; one homework assignment; and at least one unannounced quiz.

Peer Evaluations will be utilized in the assessment of all group/team work,

which means that individual grades for team assignments could vary.

Class participation is a crucial element of this course. Therefore, your

participation in class discussions of cases will be monitored closely and, if

significant, will work in your favor in borderline-grade situations.

Grading:

Course Element Points

Exam 1 (in-class case analysis) 150

Exam 2 (in-class case analysis) 150

Exam 3 100

Quizzes (unannounced)/Homework 100

Individual Written Case Analysis 200

Team Case Analysis (presentation only) 100

Team Comprehensive Case Analysis

(written report & oral pres.) 200

Total Points 1000

Scale Total Points

A = 90 100% 900-1000 B = 80 89 800-899 C = 70 - 79 700-799

D = 60 69 600-699 F = 59 and Below 599 and Below

COURSE SCHEDULE- MKTG 380

(Spring 2014)

Date Topic Assignment (Subject to change) 1-13 Syllabus review; Team Assignments; Ch. 1:

Foundations of Strategic Marketing Management

NA

1-15 - Foundations of Strategic Mktg. Management (cont.)

- Financial Aspects of Marketing Management

Read Chapter 1 & Appendix A, Ch. 2

1-20 No Class Dr. Martin Luther King, Jr. Day

1-22 Financial Aspects of Marketing Management (cont.) Ex. 1, 2, 3 (Ch. 2)

1-27 Financial Aspects of Marketing Management (cont.) Ex. 5, 7 (Ch. 2)

1-29 - Homework Assignment due - Marketing Decision Making and Case Analysis

- Opportunity Analysis, Market Segmentation, and

Market Targeting

Ex. 4 & 6 (Ch. 2) Read Chapters 3 & 4

2-3 South Delaware Coors, Inc. case Read and analyze case for group work.

2-5 South Delaware Coors, Inc. case group presentations Prepare case analysis for presentation

2-10 Breeders Own Pet Foods, Inc. case Read and analyze case for discussion.

2-12 Breeders Own Pet Foods, Inc. case (cont.) Continue analyzing case for discussion.

2-17 Janmar Coatings, Inc. case

Team 1 Oral Presentation; class discussion

Team 1 to prepare presentation; rest of

class to read and analyze case for

discussion and critique

2-19 - Product and Service Strategy and Brand Management

Dermavescent Laboratories, Inc. case

Read Chapter 5; read and analyze case

for discussion.

2-24 - Dermavescent Laboratories, Inc. case (cont.)

Continue analyzing case for discussion

2-26 Exam 1 (in-class case analysis) Prepare for exam

3-3 -Discussion of Exam case

- Integrated Marketing Communication Strategy and

Management

Read Chapter 6

3-5 - Marketing Channel and Supply Chain Strategy and

Management

- Pyramid Door, Inc. case

Read Chapter 7; read and analyze case

for discussion

3-10 VF Brands: Global Supply Chain Strategy case

Team 2 Oral Presentation; class discussion Team 3 to prepare presentation; rest of

class to read and analyze case for

discussion and critique

3-12 - Pricing Strategy and Management

- Metabical: Pricing, Packaging, and Demand

Forecasting for New Weight-Loss Drug case

Read Chapter 8; read and analyze case

for discussion

3-15 Application for December 2014 Graduation Due NA

3-17 Spring Break No Class

3-19 Spring Break No Class

3-24 Marketing Strategy Reformulation: The Control Process

Coleman Art Museum case

Read Chapter 9; read and analyze case

for discussion

3-26 Sonance at a Turning Point case

Team 3 Oral Presentation; class discussion Team 4 to prepare presentation; rest of

class to read and analyze case for

discussion and critique

3-31 Exam 2 (in-class case analysis) Prepare for exam

COURSE SCHEDULE- MKTG 380 (cont.)

(Spring 2014) 4-2 - Discussion of exam case

- Team Meetings Work on case analyses Bring case notes/information to class

4-7 - Global Marketing Strategy and Management

- Chevrolet Europe case

Read Chapter 10; Read and analyze

case for discussion

4-9 - Global Marketing Strategy and Management (cont.)

- Chevrolet Europe. Case (cont.)

Chapter 10 (cont.)

4-13 Last Day to Withdraw

4-14 - Global Marketing Strategy and Management (cont.)

- Qingdao Haier Ltd: Considering the Maytag

Acquisition case

Read and analyze case for discussion

4-16 Appendix: Preparing a Written Case Analysis Read case and sample Student Analysis

for discussion

4-21 Easter Monday No class

4-23 Exam 3 (no case analysis) Prepare for exam

4-28 - Review Exam

- Team Meetings Work on semester projects Bring case notes/ information to class

4-30 Team Case Analysis Presentations All Teams Team Written Reports Due

Prepare presentations and reports

5-7 There will be no final exam.

Individual Written Case Analysis Due

(Note: Must be submitted no later than 10:15 a.m. --

Case to be announced)

Prepare case analysis

Format for First Team Case Presentation and Discussion (Spring 2014)*

Teams will make a 25-30-minute presentation of their case analysis on the assigned day as

indicated in the syllabus. The exact content of the presentation will depend upon the problems

and issues being posed in the case, that is, the major strategic marketing topics being stressed.

Prior to your teams presentation, you will be given specific questions to be answered as well as any additional guidelines to follow. You should also use the sample Student Analysis, which

begins on page 697 of the textbook, as a general guide in the analysis of cases.

Teams will be graded on the content of the case analysis, as well as the delivery of the

presentation. Details of all relevant financial analyses must be shown on your slides and must

be explained fully. Because no written report is required, for this first team case analysis, these

details are critical. The team is also required to turn in, prior to the presentation, copies (full-

page size) of all visuals. The cover page for these copies should include all of the elements listed

under the Course Requirements/Guidelines section of the course syllabus.

Business Attire is required suits (or dress slacks and jackets) and ties for males, pantsuits, dresses, or skirt suits for females. In addition, footwear appropriate for a business environment is

required. An automatic 20 points will be deducted for failure of all team members to meet these

requirements. (This deduction will be taken, for example, if only one member of the team fails to

meet the requirement.) Remember: You must dress as if you are giving a formal presentation in

a corporate environment.

No external information (e.g., people, secondary research, etc.) is to be accessed when preparing

the case; consider only the information given in the case.

************************************

*Instructions for the major team case analysis (worth 200 points) will be distributed at a later

date.

Dr. Jones

1/13/14