Download Marketing Strategy 3219-002

Marketing Strategy 3219-002
Fall Semester 2012, Tuesdays and Thursdays 6:30 – 7:45 pm, Friday Bldg Room 106
Professor Keara Buckle, [email protected], 704-763-0175 (cell)
Office hours: Thursdays 5:30 – 6:30 pm in Friday Room 251A, and by appointment
REQUIREMENTS
Prerequisites:
All of the following must be met:
• Marketing 3110 (Marketing Concepts) with a grade of “C” or better
• Completion of at least three marketing elective courses (MKTG 32XX courses)
• Senior standing
• Marketing major
Text Book:
Marketing Strategy, 5th ed. by OC Ferrell and Michael D. Hartline, SOUTHWESTERN Cengage Learning, 2011
ABOUT THE COURSE
Objectives:
As the capstone course for Marketing majors, the primary goals of this course are to
prepare you to think strategically as a marketing professional and to be able to write an
effective marketing plan.
Description:
This course will integrate all marketing elements in a strategic planning framework.
There will be an emphasis on areas of strategic importance, especially those which
have significant implications and relevance for marketing policy decisions in competitive
situations. You will develop skills in creating and evaluating marketing plans, strategies,
and implementation programs so that you will be better prepared to manage the
marketing problems you will encounter in your profession. As part of the course
requirements, you will also prepare marketing cases for class discussion. The course
also makes extensive use of team-based assignments and active class discussion.
Methodology:
The class will be made up of lectures, class discussions, individual cases, a group
case, a group project, and an exam. You are expected to come prepared by completing
the assigned readings and thinking of your questions ahead of time. Classes will focus
on areas where comprehension and the ability to apply what you know are substantially
enhanced by additional elaboration or illustration.
Assignments:
Assignments include a variety of formats in order to help you improve your skills in
marketing analysis as well as verbal and written communication. You will not be able
to keep your graded assignments, so if you desire a copy, make sure you duplicate it
before submitting it. All work must be complete by the last class day (Dec. 4, 2012).
•
Reading. Chapters assigned for a given date are expected to be reviewed prior
to that class meeting. You’re also expected to keep abreast of current topics in
marketing by reading Ad Age, Business Week, Fortune, Forbes, or The Wall
Street Journal.
•
Individual case analysis (5). You will choose five cases to analyze and submit a
one-page analysis at the beginning of the class that the case is due (hard copy
only). No late cases will be accepted. If you not chosen to write up a particular
case, that doesn’t mean you are excused from participating in the discussion.
1 Grading:
•
Group case analysis. In addition to your individual cases, you will be placed in a
small group of students to develop a complete written analysis on one of the other
cases. Your group will make a PowerPoint presentation to the rest of the class and
facilitate a class discussion about it. The written analysis and presentation are due
at the beginning of the class that your case is due (hard copies only). No late cases
will be accepted.
•
Group project. Your group project for the semester will involve analyzing a
marketing challenge faced by a local company. You will be responsible for identifying
a company, making a contact within the company who would benefit from your
marketing analysis, and securing his/her availability to attend your final presentation
at the end of the semester. All companies will require instructor approval through a
group Proposal Write Up. (Remember that marketing challenges and marketing plans
come in many varieties. For purposes of this project, try to pinpoint a specific issue
that can be handled in a succinct report.) Throughout the course, you will prepare and
present a Situation Analysis, Marketing Strategy, and a Marketing Plan to the rest of
the class. Time limits will be provided and must be adhered to. You will also submit
two copies of a complete Marketing Plan—one for the instructor and one for your
client. All presentations and your written analysis are due at the beginning of the
class in which it is due. Grades will be reduced by 25 points for each 24-hour
increment that the written Marketing Plan is submitted past the deadline.
•
Exam. The final exam is solely based on the marketing plan that is developed as
group work.
The grading scale is based on total points earned. Grades are given by points only—
not by percentage. Every point earned counts toward your final grade. It’s a good idea
to keep accurate records of your grades to ensure that one point will not make a
difference at the end of the term.
Activity
Case Analysis (5)
Group Case Analysis
Proposal Write-Up
Situation Analysis Presentation
Marketing Strategy Presentation
Marketing Plan Presentation
Marketing Plan
•Professionalism
Final Exam
Total Points
Available
Points
250
100
25
75
75
75
250
100
250
1200
My
Points
•
A = Superior Performance: 1080 –1200 points; total understanding of all material
with superior ability to apply knowledge
•
B = Good Performance: 960 – 1079 points; excellent understanding and good
ability to apply material
•
C = Average Performance: 840 – 959 points; surface understanding of most
material and some ability to apply most material
•
D = Passing Performance: 720 – 839 points; incomplete understanding of material
with some ability to apply material; lack of participation in class discussions
•
F = Failure to Perform: Below 720; lack of understanding of material and little ability
to apply material; lack of timely submission, excessive absences; lack of at least
satisfactory performance evaluation by the team for group work
2 EXPECTATIONS
Professionalism: In alignment with workplace expectations, you will be graded on your demonstration of
professional behavior, including:
•
Attendance (timeliness, tardiness, leaving early). If there’s an occasion when
you’re unable to attend class, it’s your responsibility to notify the instructor ahead
of time and get up-to-speed on the content you missed. You must give proper
advance notice and make alternative arrangements if you’re presenting information
to the class that day. Any student missing more than three classes is subject to
an unsatisfactory grade.
•
Class participation (completing homework, participating in discussions,
attentiveness). In order to make the most of your experience in this class,
participation is expected. Lack of participation will be considered lack of
preparation. You may be called on randomly to participate, so it’s in your best
interest to come prepared to participate.
•
Teamwork (participation in teams, contributions, etc.). Group work is an important
part of your learning experience as well as your work as a marketing professional.
All group work will involve peer—as well as self—evaluation of each student’s
contribution to the group’s work. Each student is expected to report fairly on the
work of the members of the group. If a situation arises where a group feels strongly
that a member is not pulling his/her weight and has evidence to prove it, the group
may decide that the individual should work separately, in which case that student
will need to complete and submit all group work independently. You must have
instructor approval before excluding a member of your team.
Communication: The Moodle site designated for this course will serve as the centralized location for
documents, assignments, forums and communication. Students are expected to access
Moodle on a regular basis to secure materials and monitor any course communication.
Course announcements and emails from the instructor will originate from Moodle. In
addition to Moodle access, students are expected check their university-issued email
accounts daily (and will be held accountable for) any important course related
announcements, etc. sent to the class.
Writing Standards: Follow these guidelines to ensure your work is completed in a professional manner.
Other policies:
•
For all individual papers you submit, your name should be on every page, and the
pages should be numbered and stapled together.
•
Your group paper should include a cover page with the name of your company, all
team member names, and the date of your presentation. All pages should be
numbered and stapled together.
•
All written assignments should be typed double-spaced in 12-point font and must
th
be grammatically correct. Follow the APA (5 edition) style format, and use
headings and subheadings to guide the reader. Points will be deducted for spelling,
grammar, and syntax errors, as well as lack of clarity.
Please silence all mobile phones and pagers during class. Use of laptops should also
be limited to course related activities. Surfing the web during class (for non-class
related activities) or participating in non-class related activities during our meetings
will adversely impact your professionalism score. If a student’s non-class activity is
disruptive the instructor may ask the student to leave class.
3 ACADEMIC INTEGRITY
The UNC Charlotte Academic Integrity Policy will be followed. The student is responsible for reading and
understanding the policy: Students have the responsibility to know and observe the requirements of The
UNC Charlotte Code of Student Academic Integrity. This code forbids cheating, fabrication or falsification
of information, multiple submissions of academic work, plagiarism, abuse of academic materials, and
complicity in academic dishonesty. Any special requirements or permission regarding academic integrity
in this course will be stated by the instructor, and are binding on the students. Academic evaluations in
this course include a judgment that the student's work is free from academic dishonesty of any type, and
grades in this course therefore should be and will be adversely affected by academic dishonesty.
Students who violate the code can be expelled from UNC Charlotte. The normal penalty for a first offense
is zero credit on the work involving dishonesty and further substantial reduction of the course grade. In
almost all cases the course grade is reduced to F. Copies of the code can be obtained from the Dean of
Students Office. Standards of academic integrity will be enforced in this course. Students are expected to
report cases of academic dishonesty to the course instructor.
Note: Except for your group case write-up and presentation, all other case analysis is individual work.
That means you should not discuss your one-page analysis with other students in your class, in a
previous class, or in another Marketing Strategy class before submission at the beginning of class on the
day the assignment is due.
STATEMENT OF INCLUSION
The Belk College of Business strives to create an inclusive academic climate in which the dignity of all
individuals is respected and maintained. Therefore, we celebrate diversity that includes, but is not limited
to ability/disability, age, culture, ethnicity, gender, language, race, religion, sexual orientation, and
socio-economic status.
4 SCHEDULE
Class
Day
Topic
Reading/Assignment Due
1
Tues. Aug. 21
No class
2
Thurs. Aug. 23
Introduction
Chapter 1
3
Tue. Aug. 28
Marketing Strategy
Chapters 2
*Submit your case selection by
5 p.m. on Wed. Aug. 29
4
Thurs. Aug. 30
Situation Analysis
Chapter 4
Group cases assigned
5
Tue. Sept. 4
Marketing Ethics
Chapter 3
6
Thurs. Sept. 6
Case Discussion
New Belgium Brewing Company
(A) Case
7
Tue. Sept. 11
Competitive Advantage
Chapter 5
Proposal Write Up
8
Thurs. Sept. 13
Case Discussion
Gillette Case
9
Tue. Sept. 18
Customers, targets,
Chapter 6
10
Thurs. Sept. 20
Case Discussion
IMAX Case
11
Tue. Sept. 25
Customer Satisfaction
Chapter 12
12
Thurs. Sept. 27
Case Discussion
eHarmony Case
13
Tue. Oct. 1
Product/Positioning Strategies
Chapter 7
14
Thurs. Oct. 4
Case Discussion
IKEA Case
15
Tue. Oct. 9
Student Recess—no class
16
Thurs. Oct. 11
Situation Analysis Presentations
Situation analysis slides
17
Tue. Oct. 16
Situation Analysis Presentations
Situation analysis slides
18
Thurs. Oct. 18
Pricing/Distribution Strategies
Chapters 8 and 9
19
Tue. Oct. 23
Case Discussion
Best Buy Case
20
Thurs. Oct. 25
IMC
Chapter 10
21
Tue. Oct. 30
Case Discussion
New Belgium Brewing (B) Case
22
Thurs. Nov. 1
Marketing Strategy Presentations
Marketing strategy slides
23
Tue. Nov. 6
Marketing Strategy Presentations
Marketing strategy slides
24
Thurs. Nov. 8
Case Discussion
Molson Brewing Case
25
Tue. Nov. 13
Marketing Mix Tactics
26
Thurs. Nov. 15
Executive Summary Exercise
27
Tue. Nov. 20
Case Discussion
28
Thurs. Nov. 22
Thanksgiving Break—no classes
29
Tue. Nov. 27
Marketing Plan Presentations
Marketing plan slides
30
Thurs. Nov. 29
Marketing Plan Presentations
Marketing plan slides
31
Tue. Dec. 4
Marketing Plan Presentations
Marketing plan slides
32
Thurs. Dec. 6
Reading Day—no class
33
Tue. Dec. 11
8 – 10:30 pm
Final exam
Home Depot Case
*You should choose the case based on your area of interest in marketing, your interest in the organization
or its product/service, or a date that best fits your schedule given the demands of other classes. Please
email me your first, second, and third choice no later than 5 p.m. on Aug. 29, 2012. The earlier you
indicate your choice, the more likely you are to be placed on that case. If there is a date for which you
cannot be present (university athletic competition, for example), please let me know that as well.
5