FISHER COLLEGE OF BUSINESS, THE OHIO STATE UNIVERSITY
BUS M&L 4203: MARKETING STRATEGY, AUTUMN SEMESTER 2012
TUESDAY(6106), 11:10AM-12:30PM
A.COURSE SYLLABUS
Instructor:
Vasu Unnava, Ph. D.
Office Hours: By Appointment & Special Hours
For EXAM
Email:
unnava_2@ fisher.osu.edu
Office:
Telephone:
URL:
313 Fisher Hall
(614) 292 3212
Carmen.osu.edu
Required Course Pack:
A packet of cases is available from UNIPRINT in bookstores. Note the name of instructor (VASU
UNNAVA) on the packet as this course is taught by different instructors.
Supplementary Course Material:
All other course materials such as class slides and study guide for quizzes and the EXAM will either be made
available on CARMEN or given out in the class.
Course Objectives:
Marketing strategy is the key part of the marketing processes. Decision makers within corporations and other
organizations create marketing strategy using tools, planning and research. You will develop and improve
your qualitative and quantitative analytical skills, written and oral presentations by applying your knowledge
of marketing principles to real business problems, making formal presentations of your recommendations and
defending them. To be a successful marketing strategist, you should understand the problem, the underlying
causes, and provide justification for the marketing strategy.
Class Format:
Marketing strategy course is based on business cases. We will use case presentations by groups, discussions,
team interactions, critiques and evaluations. If you cannot attend regularly, you should not plan on taking this
course this quarter. Class attendance and active, quality participation in discussions are critical to your learning
Course Evaluation:
Your grades will be evaluated as follows:
1. Case Presentation
2. Written Report
3. Executive Committee Evaluations
4. Online quizzes, Best eight out of ten
5. Final EXAM
TOTAL
Bio BONUS
TOTAL
20%
10%
10%,
40%, (5% each quiz)
20%
100%
1%
101%
IMPORTANT NOTE: Re-grading requests will be accepted in writing on a paper (emails are NOT accepted)
within 1 week of receipt of the grade.
VASU UNNAVA
BUS M&L 4203: Marketing Strategy
Tuesday Autumn Semester 2012
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Grading Scale
The grading scale, and point conversion that will be utilized for the final grade is as follows:
Grade
GPA
Grade
GPA
A
= 94-100 %
4.0
C+
= 77-79 %
2.3
A= 90-92 %
3.7
C
= 73-76 %
2.0
B+
= 87-89 %
3.3
C= 70-72 %
1.7
B
= 83-86 %
3.0
D+
= 67-69 %
1.3
B= 80-82 %
2.7
D
= 63-66 %
1.0
E
= below 62
I. Group Work on Cases:
Students will be assigned to groups in the beginning of the semester and they will be responsible for
working in groups to complete three assignments. The first one is assigned business presentation and
the second one is a written report. Final group responsibility is to become executive committee for
another group and make an evaluation.
I.a) Written Report (10%): Each group will submit a written report of its case analysis that should
include the following:
a) A clear statement of the problem including your justification for viewing the problem as you
do
b) A thorough analysis of the situation
c) Presentation of the two or more alternative problem solutions
d) Selection and justification of chosen solution and reasons why other alternatives are rejected
e) Implementation plan
It should not exceed four pages (double spaced, 12 point font, standard margins). It should summarize
key points that you intend to make in oral presentation and conclusions about marketing strategies. It
should be handed to instructor before presentation.
I.b) Oral Presentation (20%): A formal professionally prepared oral presentation of your case
analysis is required. It should contain the same components as in the written report.
II. Executive Committee (10%): Each group will be a board of directors or executive team
evaluating one case presentation. You will be evaluated on the quality of your analysis and your
presentation.
III. Quizzes (40%): Best eight quizzes out of ten quizzes, each 5% or 40% of total points
There will be ten quizzes during the semester and best eight scores will be counted. The dates for
quizzes are given in the syllabus. Questions will come from the assigned readings and cases. Each
quiz will contain about 10 multiple choice questions. You will take CARMEN online quizzes before
each case presentation and the quiz will close one hour before class start time. Time to take online
quiz will be about 20 to 30 minutes. The quizzes will be open for about 24 hours.
IV. Comprehensive Final EXAM (20%):
A Comprehensive final EXAM will be administered online during a time window which will be
announced during the last class session. Details will be shared in the class and will be posted on
CARMEN. There will be about 40 multiple choice questions and the duration is about 80 minutes.
FIRST BONUS OPPORTUNITY:
You can earn one bonus point when you will turn in bio-sheet (emails do not get credit) with your
picture by Sept. 11, 2012.
VASU UNNAVA
BUS M&L 4203: Marketing Strategy
Tuesday Autumn Semester 2012
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FISHER COLLEGE OF BUSINESS, THE OHIO STATE UNIVERSITY
AUTUMN SEMESTER 2012
B. IMPORTANT NOTES
Important Notes

All quiz dates, exam dates, and assigned reading due dates are included in the Course Outline.
Please make note of these dates and plan your semester accordingly. If you are unable to
attend a class, please notify me by email unless it is an emergency. With a valid written
excuse, missed exams or quizzes will be dealt with on an individual basis. Without a valid
written excuse, missed exams or quizzes will recorded as zero pints.

You are encouraged make use of the office hours. Besides office hours, you are welcome to
set-up appointment. E-mails should not be seen as an alternative to class participation. Not
all questions can be effectively answered by e-mail. The response to any e-mail question can
be suggesting a one-on-one meeting, or by addressing the question during next class session

Please let me know if you have a disability and need accommodations to make the learning
environment more effective.

You are responsible for everything that takes place in class, including changes to assignments
or schedules, whether you are present or not. If you must miss class, please arrange with a
classmate to share notes and insights.

Please come to class on time. Do not engage in side conversations. Turn off your cell
phones, mp3 players and pagers before you come to class. Do not take calls. No texting is
permitted in the class. Do not use your laptops while class is being conducted. They
cause the class to become distracted from the main issues.

Late arrivals, moving in and out of class room or using computers in the class room for
activities such as social networking/emails will cause a letter grade deduction from your
final grade.
Have fun! This course let you conduct marketing research without risking your own money or your
job.
VASU UNNAVA
BUS M&L 4203: Marketing Strategy
Tuesday Autumn Semester 2012
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ACADEMIC INTEGRITY (ACADEMIC MISCONDUCT)
Academic integrity is essential to maintaining an environment that fosters excellence in teaching,
research, and other educational and scholarly activities. Thus, The Ohio State University and the
Committee on Academic Misconduct (COAM) expect that all students have read and understand the
University’s Code of Student Conduct, and that all students will complete all academic and scholarly
assignments with fairness and honesty. Students must recognize that failure to follow the rules and
guidelines established in the University’s Code of Student Conduct and this syllabus may constitute
“Academic Misconduct.”
The Ohio State University’s Code of Student Conduct (Section 3335-23-04) defines academic
misconduct as: “Any activity that tends to compromise the academic integrity of the University, or
subvert the educational process.” Examples of academic misconduct include (but are not limited to)
plagiarism, collusion (unauthorized collaboration), copying the work of another student, and
possession of unauthorized materials during an examination. Ignorance of the University’s Code of
Student Conduct is never considered an “excuse” for academic misconduct, so I recommend that you
review the Code of Student Conduct and, specifically, the sections dealing with academic misconduct.
If I suspect that a student has committed academic misconduct in this course, I am obligated by
University Rules to report my suspicions to the Committee on Academic Misconduct. If COAM
determines that you have violated the University’s Code of Student Conduct (i.e., committed
academic misconduct), the sanctions for the misconduct could include a failing grade in this course
and suspension or dismissal from the University.
If you have any questions about the above policy or what constitutes academic misconduct in this
course, please contact me.
Other sources of information on academic misconduct (integrity) to which you can refer include:

The Committee on Academic Misconduct web pages (oaa.osu.edu/coam/home.html)
VASU UNNAVA
BUS M&L 4203: Marketing Strategy
Tuesday Autumn Semester 2012
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Course Outline* for BUS ML 4203, Tuesdays
VASU UNNAVA, Marketing Strategy, Autumn Semester 2012
No
1
Date
28-AUG
Content/Case
Syllabus & Analysis Tools
Assignment
2
4-SEPT
Brand Management:
ONLINE QUIZ 1
Black & Decker
3
11-SEPT
Guest Speaker: Mr. TOM HARVEY
ONLINE QUIZ 2
4
18-SEPT
Brand Extensions: Mountain Man Brewing
ONLINE QUIZ 3
Co: Bring Brand to Light
5
25-SEPT
ONLINE QUIZ 4
Innovation:
Brita Products
6
2-OCT
ONLINE QUIZ 5
Loyalty Programs:
Hilton HHonors Worldwide: Loyalty Wars
7
9-OCT
IKEA Invades America
ONLINE QUIZ 6
8
16-OCT
Retail Pricing:
ONLINE QUIZ 7
XM Satellite Radio (A)
9
23-OCT
ONLINE QUIZ 8
Segmentation:
Fashion Channel: Market Segmentation
10
30-OCT
ONLINE QUIZ 9
Social Media:
UnMe Jeans: Branding in Web 2.0
11
6-NOV
ONLINE QUIZ 10
Mobile Marketing:
Bank of America: Mobile Banking
12
13-NOV
Guest Speaker: Mr. ERIC MOTTER, VPI
13
20-NOV
No Meeting: Enjoy your holiday
14
27-NOV
Comprehensive Final EXAM: Timings To be
announced
*Note: Subject to change if necessary. Please check CARMEN for important notes, lecture slides, and
announcements.
VASU UNNAVA
BUS M&L 4203: Marketing Strategy
Tuesday Autumn Semester 2012
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VASU UNNAVA
BUS M&L 4203: Marketing Strategy
Tuesday Autumn Semester 2012
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Due: Sept 11, 2012, by the start time of class.
Tues 4203
BUS M&L 4203: MARKETING STRATEGY,
AUTUMN SEMESTER 2012
BIO SHEET: Bonus Opportunity
Name: __________________________________________
(e-mail):___________________________________
(phone). (
)
-
.
What is your experience in Marketing?
What are your career goals?
One interesting fact about yourself:
Please attach your photo in the upper right and corner of this sheet.
VASU UNNAVA
BUS M&L 4203: Marketing Strategy
Tuesday Autumn Semester 2012
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