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UNIVERSIDAD DE ESPECIALIDADES ESPÍRITU SANTO
FACULTAD DE ESTUDIOS INTERNACIONALES
SYLLABUS
ENGLISH VERSION
FOR DAC 11 VER 12 03 09
SUBJECT: Strategic Marketing
FACULTY: Nuria León
CONTACT HOURS: 48
YEAR: 2011
DAYS: Mon- Thursday
ROOM:
CODE: UMKT415
CREDITS: 3
NON-CONTACT HOURS: 96 H
PERIOD: Fall II
SCHEDULE: 7:30 pm to 8:50 pm
DATE: October, 2011
1. COURSE DESCRIPTION
This course provides the student with a clear understanding of the decision-making
processes involved in creating and implementing marketing strategies. The concepts,
theories, and ideas are given practical application in case studies, in regular class
discussions, and in the project, which builds throughout the course. Emphasis is placed on
thinking, on communicating, on problem solving and on using analytical tools to aid
decisions about marketing strategies.
2. JUSTIFICATION
The general purpose of this course is to provide students with the necessary tools to be
able to build an effective and successful marketing plan based on the goals of the
company. Students will be able to become decision-makers, applying their knowledge
through well-planned strategies in real marketing situations.
3. OBJECTIVES
a. GENERAL
Guide students in the process of becoming decision-makers, developing a strategic way of
thinking, in order to implement an effective marketing strategy.
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b. SPECIFIC
Formulate and implement marketing strategies.
Identify market opportunities.
Formulate and implement corporate growth strategies.
Develop strategies to target attractive market segments.
Create and implement a long-term positioning strategy.
4. COMPETENCIES
Throughout this course students will be able to analyze the environment in which the
company works, identify potential opportunities and formulate strategic decisions that will
lead to the achievement of the company’s mission and goals.
5.- COURSE CONTENT OUTLINE
DATE
Specific
competencies
Content
Mon
October
31
-The student
registers the
course aim,
content &
methodology.
-Introduction of
-Review bibliography:
the course:
communication/marketing books and pdfs
Profiles, Syllabus required.
Review.
-The student
demonstrates
the ability to
brainstorm and
knowledge
about principles
of marketing.
Tue
-The student
November defines
1
Strategic
Marketing.
Homework/projects/assignments
(Non-Contact Hours)
-What is
Strategy?
-Exercises in
groups to
understand
marketing
strategy.
-What is
Marketing?
-What is
Strategic
Marketing?
-Introduction to
Strategic
Marketing.
ASSESSMENT
(performance
indicators)
-Discussion in
class to
elaborate the
definition of
Strategic
Marketing.
-Read and Study (pg.2-23) Marketing
Planning and Strategy, 6th Edition (2000).
-Exemplifies of
what marketing
strategy is.
-Definition of
Strategic
Marketing.
Mon
-The student
November recognizes the
7
importance of a
successful
marketing
strategy
implementation.
-Marketing and
the concept of
planning and
strategy.
Read and Study (pg.23-42) Marketing
Planning and Strategy, 6th Edition (2000).
-Discussion with
classmates about
the relation
between
planning,
strategy and
marketing.
Tue
November
8
-Market oriented
perspectives
underlie
successful
corporate,
business and
marketing
strategies.
-Read and Study (pg.1-24) Marketing
Strategy, -A decision-Focused Approach, 7th
Edition (2011).
-Interpret the
market
perspectives for
a successful
marketing
strategy.
Wed
-The student
November analyses and
9
describes the
key aspects of
strategic
marketing.
-Strategic
Analysis:
Corporate
Appraisal
-Read and Study (pg.45-71) Marketing
Planning and Strategy, 6th Edition (2000).
- Analysis
Corporate
strategy
decisions and
marketing
implications
-Read and Study (pg.31-53) Marketing
Strategy, -A decision-Focused Approach, 7th
Edition (2011).
Thur
November
10
-Strategic
Analysis:
Understanding
Competition
-Differentiation
and Brand
Positioning
-Read and Study (pg.73-103) Marketing
Planning and Strategy, 6th Edition (2000).
-Read and Study (pg.153-171) Marketing
Strategy, -A decision-Focused Approach, 7th
Edition (2011).
-Evaluates
competition for
marketing
strategy.
-Differentiates
competing
brands.
Mon
November
14
-Strategic
Analysis:
Focusing on the
Costumer
-Read and Study (pg.104-125) Marketing
Planning and Strategy, 6th Edition (2000).
-Diagnosis of
customer in
order to
elaborate
marketing
strategy.
Tue
November
15
-Strategic
Analysis:
Scanning the
Environment
-Read and Study (pg.126-156) Marketing
Planning and Strategy, 6th Edition (2000).
-Propose
changing
environments
and the results.
Wed
-The student
November identifies the
16
meaning of
developing
strategic
marketing to
reach objectives
and goals.
- Strategic
Capabilities and
Direction:
Measuring
Strengths and
Weaknesses.
-Read and Study (pg.160-182) Marketing
Planning and Strategy, 6th Edition (2000).
-Determines
Strength and
Weaknesses for
Marketing
Strategy.
Thur
November
17
- Strategic
Capabilities and
Direction:
Developing
Marketing
Objectives and
Goals.
-Read and Study (pg.184-210) Marketing
Planning and Strategy, 6th Edition (2000).
-Develops
Marketing
Objectives and
Goals.
Mon
-The student
November demonstrates
21
the strategy
formulation
process.
-Strategy
Formulation:
Strategy
Selection
-Read and Study (pg.213-236) Marketing
Planning and Strategy, 6th Edition (2000).
-Evaluates the
key resources
and decisions for
a strategy
selection
-Market
Strategies for
New Market
Entries and
Growth Markets.
Tue
November
22
-Strategy
Formulation:
Portfolio
Analysis
-Read and Study (pg.177-226) Marketing
Strategy, -A decision-Focused Approach, 7th
Edition (2011).
-Read and Study (pg.240-271) Marketing
Planning and Strategy, 6th Edition (2000).
-Read and Study (pg.232-287) Marketing
Strategy, -A decision-Focused Approach, 7th
-Formulates a
portfolio
analysis.
-Market
Strategies for
New Market
Entries and
Growth Markets.
Wed
November
23
Thur
November
24
Mon
November
28
Edition (2011).
-Review for Midterm exam
MID-TERM
EXAM
-The student
compares and
evaluates the
role in
formulating and
Implementing
strategies.
Tue
November
29
Wed
The student
November identifies the
30
different
marketing
strategies.
Thur
December
1
-Strategy
Implementation
and Control:
Organizational
Structure
-Read and Study (pg.274-296) Marketing
Planning and Strategy, 6th Edition (2000).
-Distinguishes
the way in which
elements of the
strategic
marketing work
according to the
organization.
-Strategy
Implementation
and Control:
Strategic Tools
-Read and Study (pg.298-325) Marketing
Planning and Strategy, 6th Edition (2000).
-Examines the
strategic tools.
-Organizing and
Planning for
Effective
Strategy
Implementation
-Read and Study (pg.293-315) Marketing
Strategy, -A decision-Focused Approach, 7th
Edition (2011).
-Evaluates
effective
strategy
implementation.
-Marketing
-Read and Study (pg.333-354) Marketing
Strategies:
Planning and Strategy, 6th Edition (2000).
Market Strategies
-Identifies the
market
strategies.
-Marketing
Strategies:
Product
Strategies
-Exemplifies the
product
strategies.
-Read and Study (pg.358-404) Marketing
Planning and Strategy, 6th Edition (2000).
- Read and Study (pg.315-340) Contemporary
Marketing, 11th Edition (2004).
Mon
December
5
-Marketing
-Read and Study (pg.409-439) Marketing
Strategies:
Planning and Strategy, 6th Edition (2000).
Pricing Strategies
- Read and Study (pg.373-427) Contemporary
Marketing, 11th Edition (2004).
-Exercises with
pricing
strategies.
Tue
December
6
-Marketing
Strategies:
Distribution
Strategies
-Experiments
with the
distribution
strategies.
-Read and Study (pg.444-477) Marketing
Planning and Strategy, 6th Edition (2000).
- Read and Study (pg.431-492) Contemporary
Marketing, 11th Edition (2004).
Wed
December
7
Thur
December
8
Mon
December
12
-The student
explores
marketing
strategies with a
decisionfocused
approach.
Tue
December
13
Wed
December
14
Thur
December
15
Mon
December
19
- The student
acknowledge
the setting
standards to
measure
marketing
performance.
Marketing
Strategies:
Promotion
Strategies.
-Read and Study (pg.481-512) Marketing
Planning and Strategy, 6th Edition (2000).
Marketing
Strategies:
Global Market
Strategies
-Read and Study (pg.514-546) Marketing
Planning and Strategy, 6th Edition (2000).
-Understanding
Marketing
Opportunities
-Read and Study (pg.83-107) Marketing
Strategy, -A decision-Focused Approach, 7th
Edition (2011).
-Discussion
between
classmates of
global market
strategies.
-Evaluates
market
opportunities
-Measuring
Market
Opportunities
-Choose 2 examples of marketing strategies
and bring a brief written analysis of each one
of them to discuss in class. This means 2
essays of 1.500 words each.
-Read and Study (pg.111-130) Marketing
Strategy, -A decision-Focused Approach, 7th
Edition (2011).
-Measures
Market
Opportunities
-Targeting
Attractive
Market Segments
-Read and Study (pg.133-150) Marketing
Strategy, -A decision-Focused Approach, 7th
Edition (2011).
-Identifies
attractive market
segments.
-Measuring and
Delivering
Marketing
Performance.
-Read and Study (pg.319-341) Marketing
Strategy, -A decision-Focused Approach, 7th
Edition (2011).
-Starts to
elaborate the
final project
applying the
integrated
marketing
communications
approach.
-The student
creates a
challenging
strategic
marketing plan
for the
competitive
- Read and Study (pg.493-596) Contemporary
Marketing, 11th Edition (2004).
-Bring 4 different examples of recent
marketing strategies to discuss in class.
(minimum 2 pages each).
-Review for the
final exam.
-The student
applies all the
concept and tools
learned in course.
-Interprets the
promotion
strategies.
-Choose 1 marketing strategy plan and bring
a brief written analysis (an essay of 3.500
words) to discuss in class.
-
Project class
presentation.
global market.
Tue
December
20
Wed
December
21
Thur
December
22
-The student
applies all the
concept and tools
learned in course.
Project class
presentation.
-The student
applies all the
concept and tools
learned in course.
Project class
presentation.
-FINAL
EXAM
-Review of final
Exam
6.- METHODOLOGY
 Attendance & Punctuality is of vital importance.
- 4 absences permitted. At the 5th the student fails. (Short-term)
- 5 minutes late is one absence.
- 5 delays equal to 1 absence.
 Participation in class. Student’s interaction and dynamism would be graded.
Discussion and critical thinking are essential.
 Complete homework, readings, research, projects and class activities on
each topic.
 Positive and effective group work performance.
 Prepare for pop quizzes
 Pass (minimum 70/100) mid-term & final exam
7. - EVALUATION
7.1 Assessment Criteria
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Class discussion: student’s critical thinking about the different marketing
communications topics.
Analysis of the marketing strategies and create their own criteria of how can
they used them in a competitive market.
Synthesis of the strategic and main points of strategic marketing.
Application of the concepts and tools of strategic marketing in a practical
challenging project.
7.2 Performance Markers
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Determines the definition of strategic marketing and its role in local and global
market.
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Elaborates a firm’s corporate mission and sets its objectives.
Analyses and comprehend the firm’s macro-environment and identifies
opportunities and threats.
Resolves the actual process formulation and implementation of marketing
strategies in growing and mature markets.
Evaluates market segmentation attractiveness
Identifies new economy market opportunities.
Uses physical, intellectual and communicational skills to elaborate a formal
project presentation.
Presents the project in class
7.3 Weighting
 Homework, Research & Readings
 Assignments:
Outlines, Essays, Quizzes:
 Oral Presentation -Final project:
 Mid-term Exam & Final Exam:
25%
25%
50%
8. - BIBLIOGRAPHY
8.1 Required
 MAIN TEXTBOOK(s): Marketing Strategy: A Decision-Focused Approach, 7th
Edition (2011), by Orville C. Walker Jr and John W. Mullins. New York, McGraw-Hill
Irwin.
 MAIN TEXTBOOK(s): Contemporary Marketing, 11th Edition (2004), Louis E.
Boones and David L. Kurtz. USA. Thomson South-Western.
 MAIN TEXTBOOK(s): Marketing Planning and Strategy, 6th Edition (2000), by
Subhash C. Jain. USA. South-Western College Publishing, Thomson Learning.
8.2 Complementary
 Scholarly Journals.
 It is fundamental that the student permanently is researching and bringing material
of examples to discuss in class: news articles, advertisements, videos, and more.
 I would be giving them some hints of the sources of search, such as Business
Week, The Wall Street Journal Business, The Economist, The New York Times,
CNN Business, Bloomberg, Reuters, Online Social Media Website, The Guardian
Business, The Financial Times, BBC, The Telegraph Business, NBC Business,
Forbes, BizInvestChina, Travel Channel and more.
8.3 Hand-outs
 Will be given during the class.
8.4 WEBliography
 Proquest:http://proquest.umi.com/pqdweb?RQT=301&UserId=IPAuto&Passwd=IPA
uto&AUID=443421
 Google Scholar: http://scholar.google.com/
 You Tube: http://www.youtube.com/
9. - FACULTY INFORMATION
NAME: Nuria Maité León Moral
ACADEMIC QUALIFICATIONS:
2010- Post-Graduate Diploma in Business Administration at the London College of
International Business Studies (LCIBS). London, United Kingdom.
2009- MA in Media Management at the University of Westminster. London, United
Kingdom.
2002- Bachelors Degree in Communications: International Journalism. Minor in
Corporative Communications. Universidad de Especialidades Espíritu Santo.
Guayaquil, Ecuador.
1998- International Studies. AFS Exchange Student at Mulernes Legatskole. Odense,
Denmark.
E-mail: [email protected]
Twitter: @NuriaLeonM
10. - FACULTY SIGNATURE AND OR DEAN/DIRECTOR’S APPROVAL (SIGNATURE)
Prepared by: Nuria León Moral
Reviewed by: Dean Monica Reynoso
Date: October, 2011
Date: October, 2011