FLORIDA GULF COAST UNIVERSITY LUTGERT COLLEGE OF BUSINESS MARKETING DEPARTMENT MARKETING 4804 MARKET STRATEGY SPRING 2012 COURSE INFORMATION Course name: Market Strategy CRN: 10199 Meeting day & time: T: 6:30-9:15 Classroom: 1202 Lutgert Hall Credit hours: 3 Course mode: On campus Instructor: Dr. Khaled Aboulnasr, Ph.D., Associate Professor of Marketing Office: Lutgert Hall #3352 Phone: (239) 590-7598 Email communication: ANGEL Office Hours: M/W 2:30-3:30 and W 4:45-6:15; T 4:45-6:15 and by appointment CATALOG 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): MAR 3503 and MAR 3613 (Now MAR 4613) DESCRIPTION AND PURPOSE: MAR 4804 is an applications-oriented course focusing on the identification and evaluation of markets for business opportunities. Various analytical techniques and problem solving methods are employed. The course integrates marketing mix variables and applies marketing information necessary for developing and implementing overall marketing strategy to solve problems facing marketing executives. TEACHING PHILOSOPHY: My teaching style relies on creating an interactive and dynamic class environment. As such, I use a variety of teaching tools including lectures, PowerPoint slides, text and video cases, inclass exercises and discussions. I strongly believe in active learning, in which students are expected to come to every class, be attentive, ask clarifying questions and be prepared to actively participate in class discussions. COURSE OBJECTIVES AND STUDENT LEARNING OUTCOMES: Upon successful completion of this course students should be able to: Demonstrate an understanding of the foundations and financial aspects of strategic marketing management. Assess business-marketing situations through case analysis. Explain the role of opportunity analysis and the tenants of strategic target marketing. Express and understanding of the role of product, pricing, communication and distribution strategies and management. Recognize the importance of marketing strategy reformulation and control. Display an understanding of the global dimensions of marketing strategy. ACADEMIC LEARNING COMPACT (ALC) AND COLLEGE-WIDE GOALS (EPCK): This course also contributes to the following ALC and college wide goals: ALC: Graduates will be able to understand the role of problem solving in a strategic context. College wide: BBA graduates will be effective problem solvers. TEXTS AND MATERIALS: Strategic Marketing Problems, 12th Edition. (Authors: Kerin & Peterson, Publisher: Prentice-Hall). The Marketing Game, 3rd Edition. (Authors: Mason & Perreault, Jr., Publisher: McGraw Hill). EVALUATION AND ASSESSMENT METHODS: Exam I: Exam II: Simulation & plan: Case studies: Quizzes: Attendance & effective participation: 30% 30% 20% 10% 6% 4% EXAMINATIONS: The midterm exam will take place during class (Tuesday, February 28th). The final exam will take place (Tuesday, April 24th 7:30- 10:15 pm). No make- up exams will be administered except under extremely unusual circumstances. If something (extraordinary and deemed by me as an acceptable excuse) prevents you from attending an exam or turning in an assignment on time you should notify me BEFORE the exam or class period during which the assignment is due and we can make alternative arrangements. If class is cancelled on a scheduled exam day, I will give the exam the next scheduled class day. If I am not contacted in advance, I will reserve the right to grant a failing grade “F” for the exam or assignment missed. You are responsible for ALL material in the text, whether discussed in class or not in addition to all class notes, discussions and assigned case studies. Students may be assigned or reassigned seats for exams. Scantrons: Students are responsible to bring their own scantrons on the day of the exam (for midterm and final exam). No scantrons will be distributed by the instructor. {Pearson NCS Test Sheet 100/100 Form No. 95679} MARKETING SIMULATION GAME AND MARKETING PLAN: There will be a marketing simulation game that provides a realistic “feel” for how marketing strategy decisions are planned and implemented. Students will form groups whereby each group will be responsible for marketing a product on the market and competing with other groups for market share. Each decision round you will be required to 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. The simulation is then reset to the starting position and you will then make decisions for eight more rounds. Your team’s grade in the marketing simulation game will be based on the team’s marketing performance, financial performance and marketing decision effectiveness. In addition to the weekly decisions, your team will be asked to develop a comprehensive strategic marketing plan for your firm. This plan will encompass an analsysis of the 3Cs followed by the development of a value proposition and a marketing mix plan. Astandard description format will be provided to assist teams in articulation the plan. In addition to turning in the written plan document, your team will present the plan at the end of the semester. CASE ANALYSIS: Students will be asked to work in groups to analyze case studies. Each group will be assigned 2 case studies; one of which will be orally presented supplemented with an indivdually written report, 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 and prepared every case that is presented in class. *A short quiz may be given prior to each formal case discussion. There will be 6 of these quizzes throughout the semester and they will cover the basic concepts and details in the case. Additionally, quizzes may cover information from the marketing simulation game. ATTENDANCE & PARTICIPATION & POLICIES: Attendance is expected at every session to meet course objectives. In-class assignments and quizzes cannot be made up for credit. Lateness, early departures and side conversations will not be tolerated and will be treated as an absence. A student who is absent for 3 or more classes will be administratively dropped from the class. Additionally, every absence will deduct two points from your attendance grade (Each absence subtracts 2% of your total grade). Use of cell phones and digital music players is not allowed during class. Use of laptop computers is limited to coursework. As future managers (regardless of your functional expertise), it is imperative that you understand and are able to discuss the marketplace and its implications for your organization’s specific actions to insure a competitive advantage. Likewise, you are all currently consumers in the marketplace, thus you should be able to relate your experiences to the various marketing theories/concepts that are discussed in the context of this course. As such, you should be willing to address issues and participate in discussions concerning the information that you receive. Thus, your comments and discussions are always welcome (and indeed are required). This is NOT only an attendance grade. GRADING POLICY The final course grades will be assigned according to the following schedule: A 93-100 A- B+ 87-89 B 90-92 83-86 B- 80-82 C+ 77-79 C 73-76 C- 70-72 D+ D- 67-69 60-62 D F 63-66 0-59 It is expected that grades will be assigned on a straight scale. However, curving may be undertaken if necessary. IMPORTANT INFORMATION: The course syllabus and schedule, including the grading policy, is tentative. I reserve the right to make changes as may be necessary throughout the semester. Any changes that take place will be announced in class. It is your responsibility to follow up with any changes in the course syllabus. 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. ANGEL LEARNING MANAGEMENT SYSTEM AND DEMONSTRATION SITE Information on ANGEL is available online at http://elearning.fgcu.edu/frames.aspx and http://elearning.fgcu.edu/section/default.asp?id=xxxDemoonlinecoursestudent LIBRARY RESOURCES Main page: http://library.fgcu.edu/ Tutorials & Handouts: http://library.fgcu.edu/RSD/Instruction/tutorials.htm Research Guides: http://fgcu.libguides.com/ Faculty Support: http://library.fgcu.edu/faculty_index.html Contact: http://library.fgcu.edu/LBS/about/contactus.htm COURSE SCHEDULE Date 10-Jan 17-Jan 24-Jan Chapter Topic Foundations of Strategic Marketing Management Case Analysis Tutorial Foundations of Strategic Marketing Management Marketing Simulation Tutorial Financial Aspects of Marketing Management Expected monetary value Opportunity Analysis/Segmentation/Targeting 2 3 4 Product/Service Strategy, Brand Management 5 Product/Service Strategy, Brand Management 5 Integrated Marketing Communications Strategy 6 1 1 31-Jan 7-Feb 14-Feb 21-Feb 28-Feb 6-Mar Case 1/2 Simulation Practice Round Case 3/4 Simulation Round 1 Case 5/6 Simulation Round 2 Case 7/8 Simulation Round 3 Case 9/10 Simulation Round 4 MIDTERM EXAM / Class lecture NO CLASS- SPRING BREAK Integrated Marketing Communications Strategy 6 Marketing Channel Strategy 7 Pricing Strategy 8 Marketing Strategy Reformulation 9 13-Mar 20-Mar 27-Mar Case 11/12 Simulation Round 5 Case 13/14 Simulation Round 6 Case 15/16 Simulation Round 7 Simulation Round 8 3-Apr Global Marketing Strategy 10 10-Apr Marketing plan presentations 17-Apr Final written plan due CASE STUDY SCHEDULE Cases # Case Name Page # Group # Date Type Case 1 Dr Pepper Snapple Group Inc 80 1 24-Jan Presentation Case 2 Jones Blair Company 109 8 24-Jan Written report Case 3 118 2 31-Jan Presentation Case 4 First in Show Pet Foods, Inc. Rayovac Corporation: The Rechargeable Battery Opportunity 93 7 Case 5 Kraft Foods: The Coffee Pod Launch 155 3 7-Feb Presentation Case 6 Dr Pepper/Seven Up, Inc. 172 6 7-Feb Written report Case 7 Procter & Gamble, Inc.: Scope 251 4 14-Feb Presentation Case 8 Frito-Lay Company: Cracker Jack 263 5 14-Feb Written report Case 9 316 5 21-Feb Presentation Case 10 Cadbury Beverages, Inc.: Crush Brand Drypers Corporation: National Television Advertising Campaign 344 4 Case 11 Goodyear Tire and Rubber Company 371 6 13-Mar Presentation Case 12 404 3 13-Mar Written report 379 7 Case 14 Yorktown Technologies Hawaiian Punch: Go-to-Market Strategy Superior Supermarkets: Everyday Low Pricing 484 2 Case 15 Chevrolet Europe 634 8 27-Mar Presentation Case 16 Baxton Technology 610 1 27-Mar Written report Case 13 31-Jan 21-Feb 20-Mar 20-Mar Written report Written report Presentation Written report