UNIVERSIDAD DE ESPECIALIDADES ESPÍRITU SANTO
FACULTAD DE ESTUDIOS INTERNACIONALES
SYLLABUS
ENGLISH VERSION
FOR DAC 11 VER 17 07 07
COURSE: MARKETING STRATAGIES
SCHEDULE: 8:50 – 10:10 PM
FACULTY: Abdul Rehman
BIMESTER:
5
MAY-- 24JUNE
ACADEMIC UNITS/CRÉDITS: 3 UEES (S.N.C.C. 4.8 ) DAYS 29
PRE REQUISITES: MKT 358, ECO 161, GRE 103
GRE 286
ROOM: G223
CONTACT HOURS: 48
NON-CONTACT
HOURS
96
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. OBJECTIVES
a. General:
Achieve a strategic and integrating focus of marketing management in contemporary
organizations.
b. Specific:
- Marketing development
- Marketing segmentation
- Positioning techniques
- Product strategy
- Price strategies
- Distribution channels
- Communication strategies
3. COURSE CONTENT OUTLINE
DATES
&
SESSIONS
Mon
May 05
Tues
May 05
SPECIFIC
COMPETENCIES
CONTENTS
NONCONTECT
HOURS
ASSESMENT
Icebreakers
Syllabus Overview
induction
Identifies the role of Ch.1 An overview
strategic marketing of Strategic
and the importance Marketing
Read pages 4 30
Class Quiz
Discussion/Activity
case video
Wed
May 06
Thu
May 07
of maintaining a
customer
orientation
Mon
May 11
Analyzes the
Ch.4 Target
environment and
Markets
identifies marketing
opportunities.
Ch. 5 Consumer
Behavior
Tues
May 12
Wed
May 13
Thu
May 14
Mon
May 18
Tues
May 19
Wed
May 20
Thu
May 21
Mon
May 25
Tues
May 26
Wed
May 27
Thu
May 28
Mon
June 1
Tues
June 2
Ch.2 The
Marketing
Environment
Read pages 33
– 69
Read pages
105-140
Class
Discussion/Activity
Case video
Class Quiz
Discussion/Activity
case Video
Read pages 143- Case
174
Presentation/Activity
Prepare case 5.1 Case Videos
Burger King
Revamps Image
Identifies how to
Ch.7 Mkt
Read pages 207 Case Quiz
develop new
Research and Info – 240
Presentation/Activity
products, taking
Systems
Prepare case 7.2 Case Videos
decisions regarding
Why products fail
attributes,
Article/Case
Written Essay
packaging,
Analysis
delivered to my mail
labeling, and
Ch.8 Product
Read pages 249 Case
branding.
Concepts
– 270
Presentation/Activity
Prepare case 8.1 Lecture Videos
Kodak’s
disposable
cameras
Applies marketing
Ch.9 Developing
Read pages 273 Case Quiz
strategies in a
and Managing
– 298
Presentation/Activity
simulated business Products
Prepare case 9.1
venture.
Nabisco enjoys
sweet success
Ch.10 Branding
Read pages 301 Case
and Packaging
– 325
Presentation/Activity
Project Review
Prepare case
Interview videos
10.1 Chiquita
Banana
Ch.11 Marketing
Read pages 335 Case Quiz
Channels
– 366
Presentation/Activity
Project Review
Prepare case
Video
11.1 Tyson
Foods
Project
Written
Group
Presentations
Reports and PP Presentations/Class
presentation
Discussion
Ch.13 Retailing
Read pages 397 Case
– 433
Presentation/Activity
Prepare case
13.2 Dell
Computers
Uses the strategic
MID TERM
Exam
focus to manage
the organization’s
marketing mix.
Article/Case
Written Essay
Analysis
delivered to my mail
Ch. 17 Sales
Read pages 558 Case
Promotion
– 571
Presentation/Activity
Wed
June 3
Ch. 18 Pricing
Decisions
Thu
June 4
Ch. 20 Strategic
Market Planning
Mon
June 8
Tues
June 9
Wed
June 10
Tues
June 11
Applies marketing
strategies in a
simulated business
venture.
Tues
June 15
Tues
June 16
Tues
June 17
Tues
June 18
Final Exam:
Written Reports
Project
and PP
Presentations presentation
Final Exam:
Written Reports
Project
and PP
Presentations presentation
Prepare case
17.2 Dr. Pepper
Read pages 581 Case Study
– 605
Prepare case
18.2 Coke and
Pepsi Price War
Read pages 645 Case Study
– 675
Prepare case
20.2 Paramount
Pictures
Article/Case
Written Essay
Analysis
delivered to my mail
Ch. 17 Sales Read pages 558
Promotion – 571
Prepare case
17.2 Dr. Pepper
Ch. 17 Sales
Read pages 558
Promotion
– 571
Prepare case
17.2 Dr. Pepper
Ch. 17 Sales
Read pages 558
Promotion
– 571
Prepare case
17.2 Dr. Pepper
Ch. 17 Sales
Read pages 558
Promotion
– 571
Prepare case
17.2 Dr. Pepper
Ch. 17 Sales
Read pages 558
Promotion
– 571
Prepare case
17.2 Dr. Pepper
Group
Final Exam:
Presentation/Class Project
Discussion
Presentations
Groups 1 & 2
Group
Final Exam:
Presentation/Class Project
Discussion
Presentations
Groups 3 & 4
Case Study
Case Study
Case Study
Case Study
Case Study
Written Reports and
PP presentation
Written Reports and
PP presentation
4. METHODOLOGY
- Classes will be conducted by analyzing cases, completing exercises and preparing a group
project. Review sessions will be conducted by professor to reinforce main concepts. Both
seminar style and team work will go on, as soon as I will explain you the each part of the book
by presentations, interviews, cases, documentaries, personal insights, and lectures, the very
next day you will have a quiz or exam, written, oral, report writing, presentations and practical
projects
- Students are expected to read the material before coming to class.
5.ASSESMENT
Case Presentations: 50%
Case Presentations: 50%
Class Activities: 30%
Class Activities: 30%
Class Participation: 20%
Class Participation: 20%
Mid-Term Project: 100%
Final Project: 100%
Activities + Mid-Term + Final / 3 = FINAL GRADE
YOU MUST E-MAIL THE INSTRUCTOR ANY CONCERNS, QUESTIONS OR ANNOUNCEMENTS
REGARDING SPECIAL SITUATIONS SUCH AS ABSENCES, LATE ARRIVALS, ASSIGNMENTS, GRADES,
SCHEDULE, ETC.
(a) Attendance to class is critical to be able to get participation and class activity points which account for 50% of
your grade
(b) If you are present in class and you are not listed in the Attendance List, it is your responsibility to let me know
within the second week of class. If you fail to do so, you will fail the class despite any grades you may have
obtained during the course.
(c) There are NO make-up exams
(d) All assignments must be submitted/presented on the date due. Late assignments MAY be accepted, but MAY be
penalized.
(e) Academic dishonesty is absolutely unacceptable. This includes, but is not limited to: using another person’s work
as your own, and using contents of any media such as newspapers, magazines, websites, etc, without proper
and explicit citation. Academic dishonesty WILL RESULT in failure of the course.
(f) Students have up to three [3] days after a grade has been announced to express any discrepancies or
questions. After this claim-period the grade is final.
(g) Cell-phones or other noisy devices must be turned off before class begins.
(h) No food and/or beverages allowed in the classroom, except water, soda or coffee.
(i) Written assignments must be typed: A4 page size; 1 1/2 spaced; ARIAL font. ALWAYS keep a copy of your
papers.
(k) If you have any questions about the class and/or this syllabus, it is your responsibility to let me know as soon as
possible.
*By attending this class you have agreed to the conditions and regulations stated in this syllabus.
6. BIBLIOGRAPHY
COURSEBOOK
TEXT: MARKETING STRATEGY
AUTHOR: Orville c., happer w., john mulins., jean-claude
EDITORIAL:
EDITION: 4th Edition
A DECISION-FOCUSED APPROCH
COMPLEMENTARY READINGS:
TEXT: MARKETING CONCEPS AND STRATEGIES
AUTHOR: Pride, William and Ferrell, O.C.
EDITORIAL: Houghton Mifflin
EDITION: 8th Edition
General and marketing publications, local and regional newspapers/magazines, and
extensive Internet searches and readings.
6.4 WEBLIOGRAPHY: http://www.marketingpower.com and through EBSCO at
http://www.uees.edu.ec/biblio/bienvenida.htm
7. FACULTY INFORMATION
MBA
DGDIT
Cresset College, Lahore
Computerology Institute of Information
Technology, Lahore
GPA 3.64
Grade A+
B.Com
FSc
2ndDiv
Govt. Post Graduate Islamia College of
Commerce, Lahore
Forman Christian College, Lahore
1st Div
Director (Boundless Success Coaching Programs) Guayaquil, Ecuador
www.AbdulRButt.com
PROFESSIONAL EXPERIENCE:
“Over 10 years working experience in Europe, Middle East and South Asian Countries”
(English, Arabic, Urdu and currently learning Spanish)
Cyprus College, http://www.cycollege.ac.cy ( Nicosia, Cyprus, Europe )
As Dean International Students Affairs
Professor
(International Marketing, Personality Ethics, Laws of Success and Business Communication)
• Advertising, Marketing & Exhibitions
• Course out lines
• Credit hours transformation to International Universities
• Correspondence with international Colleges and Universities
Saeed Al-Muhawes Resorts ( Al Khobar, Saudia Arabia, Middle East )
As Assistant Marketing Manager (Southern Province Dammam, KSA)
Positive-Steps International, Overseas Educational & Immigration Consultants (Lahore, Pakistan, South A
As Consultant Director International Affairs( Sleeping Partner to Date)
SoftImpex, Hardware & Software Importer, Exporter, Suppliers, & Developers (Lahore, Pakistan, South A
As Business Development Manager
Awards Received
Second Position in MBA-Semester II and MBA-Semester III
Third Position in MBA-Semester V
Third Position in Diploma of Computer Graphic & Web Designing
Third Position in Debating Competition
Second Position in Swimming Competition
Best Office Dressing
Member
Overseas Member of “European Association for International Education (EAIE)” Netherlands (Till 200
Overseas Member of “Liverpool Migration Services” (LMS) Australia, England( To Date)
Member of “ Punjab Senior Swimmers Club” (PSWC) Punjab (To Date)
Member of “Lahore Youth Blood Donating society” Lahore (To Date)
PHONE: 09 408 1671
EMAIL: arehmanbutt@uees.edu.ec
www.AbdulRButt.com
Prepared by: Abdul R Butt
arehmaan@gmail.com
Reviewed by: Dean Mónica Reynoso
Date: April, 2008
email@abdulrbutt.com
Date: 21 Apr. 08