Download MARKETING CONCEPTS and STRATEGIES

MARKETING STRATEGY
MKT 4385
Fall - 2016
Dr. Shelby D. Hunt
The Jerry S. Rawls Chair & P.W. Horn Professor of Marketing
Phone: 834-5233
Office: RCOB W342
Email Address: [email protected]
Website: http://sdh.ba.ttu.edu/
Office Hours: Immediately after class
or by appointment
PREREQUISITES
A grade of C or better in 9 hours of MKT 3000-4999 courses.
PURPOSE OF THIS COURSE
The focus of this course is on marketing strategy. Its objective is to provide the student with an
understanding of the role of marketing strategy within the business firm. The course centers on
marketing decision-making within the firm and the task of adapting creatively and ethically to a
changing environment, especially the global environment, in order to achieve the firm’s
objectives.
COGNITIVE AND BEHAVIORAL OBJECTIVES
Upon completion of this class, students should be able to understand, interpret, and appropriately
use strategic marketing concepts, theories, and models, including the following:
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Developing strategic marketing plans
o Understanding the nature of competition
o Understanding the role of marketing in organizations
o The concept of strategy in marketing
o Foundations of strategic market planning
Analyzing marketing opportunities
o Customer analysis
o Competitor analysis (their resources)
o Market analysis
o Environmental analysis
o Self-analysis (our resources)
Determining marketing tasks, tools, and variables
o Communications: personal and mass
o Price practices and policies
o Channels of distribution
o Product policy
Developing marketing strategies
o Strategic assessment of offerings
2
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o Sustainable growth
o Obtaining a sustainable competitive advantage
o Effectiveness strategies
o Efficiency strategies
o Strategies for growth, mature, and declining markets
o Strategies in a global environment
Evaluating, valuing, and implementing strategies
o Marketing planning, organizing, and budgeting
o Marketing implementation
o Marketing performance assessment
REQUIRED TEXTS
Philip Kotler and Kevin Lane Keller, Marketing Management, 15th edition (Upper Saddle River,
New Jersey: Pearson Education Inc./Prentice Hall 2012)
SUPPLEMENTARY MATERIAL (Not required)
Students are urged to read the Wall Street Journal. Reading the WSJ will help you keep abreast
of current problems and techniques of business and marketing.
CLASS CONDUCT
Textbooks for the course need not be brought to classes, unless previously announced.
TTU policy strongly emphasizes classroom civility. For this course, civility requires that:
 the use of laptop computers for note-taking in class is not allowed;
 all books are closed in class, and all newspapers are put away;
 all cell phones be turned off (to silent mode) during class;
 texting is not allowed in class;
 hats are not to be worn in class;
 protect the Rawls (keep our building looking professional).
Standards of academic honesty will be observed in accordance with TTU policy, as detailed in
Operating Policy 34.12.
Student absences for the observance of religious holy days will be allowed, as detailed in
Operating Policy 34.19.
Any student who, because of a disability, may require special arrangements in order to meet the
course requirements should contact the instructor as soon as possible to make any necessary
arrangements. Students should present appropriate verification from Student Disability Services
during the instructor’s office hours. Please note instructors are not allowed to provide classroom
accommodations to a student until appropriate verification from Student Disability Services has
been provided. For additional information, you may contact the Student Disability Services
office in 335 West Hall or 806-742-2405.
3
QUIZZES
To assess the learning outcomes in this course, there will be three objective (multiple choice)
quizzes during the semester and a final quiz. Quizzes will cover extensively both lectures and
reading assignments. Please be advised that there will be no questions on any quiz from any of
the sections in the Kotler & Keller text that are labeled “Marketing Insight,” “Marketing Memo,”
or “Marketing Excellence.”
Each of the four quizzes is of (roughly) equal weight. The final quiz is noncumulative (and is
also objective). Dates for quizzes will be announced with at least one week’s notice. The final
quiz will take place at the regularly scheduled final examination time. If a student (for good
reason) cannot attend a quiz, it is the student’s responsibility to so inform the instructor before
the quiz is given.
For each quiz you will be allowed one “crib sheet,” maximum size 8 ½” x 11.” Dictionaries
(hard copies) are allowed, as are (simple) calculators.
PAPER
Students may do an optional, 15-25 page, double-spaced, typewritten paper on any approved
topic discussed in this course. All papers should use Journal of Marketing style for references.
In general, such papers should develop a topic in more depth than the text or readings. Paper
grades will be used only to adjudicate cases where a student is on the “border” between two
grades. Papers are due on the last day of class and will not be accepted after that.
On the title page of the paper must be the following: “This paper is my original work. All the
sources of information for the paper have been appropriately referenced and, when others’ words
are used, they are enclosed in quotation marks and the original author cited appropriately.” The
preceding will be followed by the student’s signature.
SCHEDULE OF READINGS
Topics – Chapters
Reading Assignment
Sep. 1
Defining Marketing for New Realities
Developing Marketing Strategies and Plans
KK:1
KK:2
Sep. 8
Creating Long-term Loyalty Relationships
KK:5
Date to be read by:
Hunt & Derozier: “The
Normative Imperatives
of Strategy”*
Sep. 15
Conducting Marketing Research
Addressing Competition and Driving Growth
KK:4
KK:12
4
Reading assignments for the first quiz end here
Sep. 22
Collecting Information and Forecasting Demand
Analyzing Consumer Markets
KK: 3
KK: 6
Sep. 29
Analyzing Business Markets
Tapping in to Global Markets
KK:7
KK:8
Oct. 6
Identifying Market Segments and Targets
KK: 9
Oct. 11
Creating Brand Equity
KK: 11
Reading assignments for the second quiz end here
Oct. 18
Crafting the Brand Positioning
Introducing New Market Offerings
KK:10
KK:15
Oct. 25
Setting Product Strategy
Designing and Managing Services
KK:13
KK:14
Nov. 1
Designing and Managing Integrated Marketing Channels
KK:17
Nov. 8
Managing Retailing, Wholesaling, and Logistics
KK:18
Reading assignments for third quiz end here
Nov. 15
Developing Pricing Strategies and Programs
KK:16
Nov. 22
Designing and Managing Integrated Marketing
Communications
Managing Mass Communications: Advertising, Sales
Promotions, Events and Experiences, and P.R.
KK:19
Managing Digital Communications: Online Social Media and
Mobile
Managing Personal Communications: Direct and Interactive
Marketing, Word of Mouth, and Personal Selling
KK:21
Managing a Holistic Marketing Organization
KK:23
Nov. 29
Dec. 6
*Available at http://sdh.ba.ttu.edu/
KK: 20
KK:22