M A R 4 8 0 4 M A R K E T I N G S T R A T E G Y SPRIN G 2017 LUTG ER T CO L LEG E OF B U SI NE SS Instructor: Dr. Carolyn Costley CRN# 11223 Department: Marketing Credit hours: 3 Office: Lutgert Hall 3343 Class days: Tuesdays E-mail: Canvas Class time: 5:30-8:15 Office hours: Mon. 1:30-3:00 Tues. 3:30-5:00 Wed. 1:30-3:00 Room: Final exam: Holmes Engineering 202 RESOURCES STRATEGIC MARKETING PROBLEMS, 13 th Edition. (Authors: Kerin & Peterson. Publisher: Prentice-Hall.) THE MARKETING GAME, 3 rd Edition. (Authors: Mason & Perreault, Jr. Publisher: McGraw Hill.) Other Resources: To be downloaded from Canvas as directed by the Instructor. And you may be required to find published readings through FGCU libraries. MARKETING STRATEGY 2017 1
COURSE DESCRIPTION The course utilizes case studies to simulate real-world business situations. The analyses provide guidance to students in developing analytical, decision-making and presentation skills. Prerequisite(s): MAR3503 and MAR4613 MAR4804 is a challenging course that requires advanced preparation. It is an applications-oriented course focused on identifying and evaluating markets for business opportunities. Various analytical techniques and problem solving methods are employed. Students in the course integrate marketing mix variables and apply marketing information necessary to develop and implement marketing strategies to solve problems faced by marketing executives. TEACHING PHILOSOPHY I believe that learning is an active pursuit. Hence, I use a variety of tools to facilitate a collaborative learning environment. My tools include lectures, PowerPoint slides, cases and examples, discussions, inclass and out of class exercises etc. I expect students to come to every class, prepared to actively participate in class discussions. We will treat learning as a collaboration. You will need to prepare for class and make thoughtful contributions to discussions that advance interaction. Pose questions to other students, wonder out loud, contribute insights from your own experiences. There are rarely right answers or bad questions. We will work together during class time to facilitate understanding of the subject. COURSE OBJECTIVES & LEARNING OUTCOMES This Scholarly-Enriched Course has been designed to teach specific course content, which will include the production of scholarly work that utilizes writing, critical thinking, and information literacy. This course meets the learning objectives of the FGCU Scholars program. Students who successfully complete this course should be able to: 1. Apply critical thinking skills to analyze mainstream and marginal texts with particular attention to identifying marketing problems and solutions in business cases. 2. Demonstrate information literacy by conducting research on marketing strategy topics. 3. Demonstrate refined writing and communication skills in reporting the results of research and analysis. 4. Explain the tenets of strategic target marketing. 5. Formulate a cohesive marketing strategy, which coordinates product, pricing, communication and distribution strategies. MARKETING STRATEGY - 2017 2
Exam 1 25% Exam 2 25% Marketing Plan 10% Marketing Simulation Analysis 10% Case Studies 15% Case Quizzes 5% Exit Tickets (Attendance) 10% Syllabus quiz 0% ASSESSMENTS ASSESSMENT DETAILS EXAMINATIONS Exam 1, the midterm exam, will take place during class on Tuesday 28 February. Exam 2 will take place during the scheduled final exam time in finals week. No make-up exams will be administered except under extraordinary circumstances. If something extraordinary prevents you from attending an exam or turning in an assignment on time, you should notify be BEFORE the exam, class period or due date. If I deem the situation suitably extraordinary, we can make alternative arrangements. If class should be cancelled on a scheduled exam day, the exam will take place on the next scheduled class day. If you fail to contact me in advance, I reserve the right to grant a failing grade of F for the exam or assignment missed. You are responsible for ALL material in the text, whether or not discussed in class, and for all class notes, discussions and assigned case studies. [Together, the exams make up 50% of your final grade.] Scantrons: Students must bring their own scantron sheets to exams. (Pearson NCS Test Sheet 100/100 Form No. 95679) THE MARKETING GAME SIMULATION MARKETING STRATEGY - 2017 3
The Marketing Game! is a computer simulation that provides a realistic feel for how marketing strategy decisions are planned and implemented. Students will form groups, each of which is responsible for making marketing decisions for a simulated product in a simulated market and competing with other groups for market share. In each decision round you will make a set of marketing decisions with the purpose of delivering more value to consumers, gaining more market share and increasing profitability. The simulation starts off with one practice round. We then reset to the starting position and you will make decisions for eight more rounds. In addition to the weekly decisions, your team will develop a comprehensive strategic marketing plan for your firm. This plan will include market analysis, a value proposition, and a marketing mix plan. A standard description format will be provided to assist teams in articulating a plan. [The marketing plan is 10% of your final grade.] The Marketing Game! is an excellent learning experience, regardless of your team s performance. Hence, your grade for this exercise comes from your individual analysis of your team s performance. You should explain your successes and your failures from a strategic marketing perspective. Be blunt and concise. Limit two pages. [The marketing simulation analysis is 10% of your final grade.] CASE ANALYSES Students will work in teams to analyze cases. Each team will be assigned two case studies. One will be orally presented, the other will be submitted in the form of a written report only. When you are not presenting, you are expected to participate in case discussion and critique. All students are expected to have read every case that is being presented in class. [Case studies comprise 15% of your final grade.] A short quiz may be given prior to each formal case discussion/presentation. There will be at least 5 of these quizzes throughout the semester. They will cover the basic concepts and details in the case. [Case quizzes contribute 5% to your final grade.] EXIT TICKETS Exit tickets will be completed in class. There will be one each week. These are short answers to a question provided at the time. They will be graded on completion (50%) and correctness (50%, if applicable). Their purpose is to record attendance and gage perspective. [Exit tickets represent 10% of your final grade.] SYLLABUS QUIZ In addition to the above course requirements, the federal government and FGCU require verification of your enrolment through answering a few simple questions on Canvas. You need to complete a very brief quiz about the syllabus by 11:59 p.m. on January 15. You may use the syllabus while answering the questions. You do not gain points for completing the quiz, but failure to complete it on time will result in a 2% deduction from your final grade. MARKETING STRATEGY - 2017 4
ATTENDANCE & PARTICIPATION POLICIES Attendance is expected at every session to meet course objectives. In-class assignments and quizzes cannot be made up for credit. Use of cell phones and other electronic devices is not permitted during class. Use of laptop computers is limited to coursework. As future marketers, it is imperative that you are able to discuss the marketplace and its implications for your organization s actions towards securing a competitive advantage. As consumers, you should be able to relate your experiences to the various marketing concepts that we discuss. Everyone has a perspective and is expected to participate in class discussions. Your comments and questions are always welcome (required). POLICY ON GROUP WORK For group assignments, group members are expected to carry equal shares of the group s workload. It is recommended that your group establish a schedule for meetings, duties and deadlines. In the case that you believe that a group member is slacking not carrying out his or her fair share of work you are urged to first communicate with that person to resolve the issue. If the behavior continues, you should bring your concerns to the attention of the professor. I reserve the right to grant a failing grade to any group member whom I determine to be free-riding in any given assignment. Students will be asked to complete a peer evaluation form at the end of the semester. GRADES Final course grades will be assigned according to the following schedule. Curving may be undertaken at the professor s discretion. A B C D F + plus 87-89 77-79 67-69 Regular 93-100 83-86 73-76 63-66 0-59 - minus 90-92 80-82 70-72 10-62 LIBRARY RESOURCES Main page: http://library.fgcu.edu/ Research Guides: http://fgcu.libguides.com/ Tutorials & Handouts: http://library.fgcu.edu/rsd/instruction/tutorials.htm Contact: http://library.fgcu.edu/lbs/about/contactus.htm MARKETING STRATEGY - 2017 5
ACADEMIC BEHAVIOR STANDARDS AND ACADEMIC DISHONESTY FGCU s stated policies on academic honesty will be strictly enforced. Students are expected to have read, be familiar with and follow these policies. All students are expected to demonstrate honesty in their academic pursuits. The university policies regarding issues of honesty can be found in the FGCU Student Guidebook under the Student Code of Conduct and Policies and Procedures sections. All students are expected to study this document which outlines their responsibilities and consequences for violations of the policy. The FGCU Student Guidebook is available online at http://studentservices.fgcu.edu/judicialaffairs/new.html Students must only submit materials that are their own creation and include attribution for any ideas or language that is not their own. All sources used in the preparation of an assignment and all direct quotes must be clearly identified. No materials are to be submitted in more than one course without the prior written permission of each instructor. DISABILITY ACCOMMODATIONS SERVICES Florida Gulf Coast University, in accordance with the Americans with Disabilities Act and the university s guiding principles, will provide classroom and academic accommodations to students with documented disabilities. If you need to request an accommodation in this class due to a disability, or you suspect that your academic performance is affected by a disability, please contact the Office of Adaptive Services. The Office of Adaptive Services is located in Howard Hall 137. The phone number is 239-590- 7956 or TTY 239-590-7930. STUDENT OBSERVANCE OF RELIGIOUS HOLIDAYS All students at Florida Gulf Coast University have a right to expect that the University will reasonably accommodate their religious observances, practices, and beliefs. Students, upon prior notification to their instructors, shall be excused from class or other scheduled academic activity to observe a religious holy day of their faith. Students shall be permitted a reasonable amount of time to make up the material or activities covered in their absence. Students shall not be penalized due to absence from class or other scheduled academic activity because of religious observances. Where practicable, major examinations, major assignments, and University ceremonies will not be scheduled on a major religious holy day. A student who is to be excused from class for a religious observance is not required to provide a second party certification of the reason for the absence. MARKETING STRATEGY - 2017 6
COURSE SCHEDULE Wee k Date Topic Chapter Case study TMG round 1 10-Jan Foundations of strategic marketing management 1 Tutorial 2 17-Jan Foundations (continued) 1 Tutorial 3 24-Jan Financial aspects of marketing management 2 1, 2 Practice 4 31-Jan Financial (continued) 2/3 3, 4 1 5 7-Feb Opportunity analysis/ segmenting/targeting 4 5, 6 2 6 14-Feb Product/service strategy & brand management 5 7, 8 3 7 21-Feb Product (continued) 5 9, 10 4 8 28-Feb Exam 1: Midterm Exam 5 6-Mar to 10- Mar ~ Spring Break ~ 9 14-Mar Integrated marketing communications strategy 6 11, 12 10 21-Mar Marketing channel strategy 7 13, 14 6 11 28-Mar Pricing strategy 8 15, 16 7 12 4-Apr Pricing strategy 8 8 13 11-Apr Marketing strategy reformulation 9 14 18-Apr Global marketing strategy 10 15 25-Apr Conclusion 16 -May Exam 2: Final Exam MARKETING STRATEGY - 2017 7
CASE STUDY SCHEDULE Case # Case Name Page # Group # Date Type Case 1 1 24-Jan Presentation Case 2 8 24-Jan Written report Case 3 2 31-Jan Presentation Case 4 7 31-Jan Written report Case 5 3 7-Feb Presentation Case 6 6 7-Feb Written report Case 7 4 14-Feb Presentation Case 8 5 14-Feb Written report Case 9 7 21-Feb Presentation Case 10 2 21-Feb Written report Case 11 5 28-Feb Presentation Case 12 4 28-Feb Written report Case 13 8 21-Mar Presentation Case 14 1 21-Mar Written report Case 15 3 28-Mar Presentation Case 16 6 28-Mar Written report MARKETING STRATEGY - 2017 8
NOTES/ADDITIONAL ITEMS The course syllabus and schedule, including the grading policy, are tentative. This means I reserve the right to make changes as I deem appropriate throughout the semester. We will attempt to stay as close to the schedule as possible. However, it may be adjusted to accommodate class progress, university closures or to take advantage of guest speakers, if the opportunity should arise. Any changes that take place will be announced on Canvas. HOW TO BE SUCCESSFUL IN MAR4804 Read/analyze the material before class and come prepared to discuss. Attend class, participate in discussions, and ask questions if something is unclear. Form a study group. Group learning can be an effective strategy for many people. It can be helpful to have peers explain difficult concepts to you. Nothing helps a person learn on a deeper level than explaining a concept to someone else. Focus on understanding the underlying processes, rather than on getting the right answers. Get to know your professor. Visit during my office hours. Say hello when you see me around Lutgert or on campus. MARKETING STRATEGY - 2017 9