Regis University
MBAK 603
Section: M70 – Lowell Campus
Instructor Information
Instructor – Matjaz Bren
Contact Phone Number(s) – (303) 384-3810
Email Address – Icarabren@cs.com
Availability – http://academic.regis.edu/mbren
Faculty Bio – http://academic.regis.edu/mbren
Course Description
Examines the relationship of marketing to corporate strategy, and the strategic positioning of
individual product or service lines. Emphasizes an understanding of current tools in strategic
market planning, and the planning and decision-making process itself.
Learning Outcomes
Incorporating strategy into your perspective; from a broad, global competitive market to
industry to practical application on a project.
Course Prerequisites
BA 420 or MBAP 506.
Required Course Text or Texts
Cravens, D.W., & Piercy, N.F. (2005). Strategic marketing: Text and cases
McGraw-Hill/Irwin. Companion website: http://www.mhhe.com/cravens06.
(8th ed.)
Other Course Materials
Optional: Bangs, D.H. (2002). The market planning guide: Creating a plan to successfully
market your business (6th ed.) Chicago, IL: Dearborn Trade Publishing ISBN: 0-7931-5971-7
Course Format/Method of Instruction
The objective of this course is to analyze the broad influence of internal and external
environments in marketing strategy. Why is strategy so important? How can it help me in
my work? How do I analyze and develop an effective strategic plan?
I will strive to provide a broad spectrum of activities. Since every group is different, the size
of the class facilitates different activities, I will try to customize the class as much as possible.
The first night we will finalize assignments and activities, based on your input. If you have a
potential strategy project (personal or from work) please be ready to make a pitch for it to the
class the first night. If accepted, we would incorporate it into the class as a group project.
Anticipated activities include the following: 1) Written case studies - to demonstrate your
ability to analyze and write. 2) Presentation on a Strategy topic - to demonstrate your ability
to effectively present in front of a group. 3) Discussion of cases - to focus on critical thinking
and analysis. 4) Assignments - to augment specific topics. 5) Exam - to test your knowledge of
the material. 6) Strategy Analysis or Plan - to provide you with a methodology of developing a
strategy plan.
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You can find descriptions of work and additional information on my Regis site. Please check
the site for additional feedback on class assignments and specific comments on the grading of
assignments. http://academic.regis.edu/mbren/
Assignments, Course Calendar/Learning Activities
WEEK
ASSIGNMENTS
WEEK 1
READINGS COMPLETED
Introductions, Course overview, Course assignments
Strategically Managing Projects and Strategy in Business
Pitching any prospective class projects
WEEK 2
Chapter
1, 2, 3, 4
Interviews (optional for Week 2)
→ Mission Assignment Due (1 pg assignment anonymous name)
WEEK 3
Chapter
5, 6, 7
Interviews & Individual Presentations
→ Short Case Paper Due - 2 pages max (excluding graphics) Case 6-5 Toyota Pg. 501
(Anonymous name) 1) Update on Lexus in Europe 2) Do SWOT of Lexus in Europe.
3) Your recommendations for Lexus in European market. (I recommend doing SWOT in graphic form).
WEEK 4
Chapter
8, 9, 10
Interviews & Individual Presentations
→ Personal Strategy Due (1 pg assignment anonymous name)
WEEK 5
Chapter
11, 12
Interviews & Individual Presentations
→ Long Case Paper Due - 4 pages max (excluding graphics) Case 5-2 General Motors Pg 453
(Anonymous name) 1) Update GM today 2) What strategy should GM use – why?
WEEK 6
Interviews & Individual Presentations
Chapter
13, 14
WEEK 7
Strategy Plan presentations (10 min.)
Interviews & Individual Presentations
Exam
WEEK 8
Strategy Plan presentations (10 min.)
Evaluations
Strategy Plan Paper Due
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Grading Criteria
As they relate to mastery, each of the letter grades has the following meaning as described in the
University Bulletin:
GRADE
A
100% - 93%
A92%-90%
B+
89%-87%
B
86%-83%
B82%-80%
C+
79%-77%
C
76%-73%
C72%-70%
D+
69%-67%
D
66%-63%
D62% - 60%
F
Below 60%
GPA
4.00 = Outstanding Scholarship
3.67
3.33
3.00 = Superior Work
2.67
2.33
2.00 = Unsatisfactory/Graduate
1.67
1.33
1.00= Unsatisfactory
0.6
0.00 Failure
Grading Rubric:
An “A” grade is characterized by the following attributes:
1.
Demonstrates accurate and sophisticated understanding of readings and issues. Draws out
important implications . Effectively integrates perspectives, opinions, theories and ideas
from outside the assigned material.
2.
Shows critical thinking skills expressed articulately with a demonstrated ability to do more
than repeat the text material. Defends opinions and judgments effectively.
3.
Expresses ideas clearly.
4.
Contains few grammatical, syntactical, or stylistic weaknesses.
A “B” grade is characterized as follows:
1.
Shows all the elements of "A" work, but with less accomplishment, proficiency, or analysis;
relies to a lesser degree on materials outside the assigned readings.
2.
Asserts a critical position on the issues with a demonstrated ability to do more than repeat
the text material.
3.
Offers limited defense or explanation of judgments and conclusions.
4.
May be missing one or more significant elements in the case.
A “C” grade is characterized as follows:
1.
Shows an overall grasp of the material, but with little effort or success in defending
conclusions or judgments.
2.
Reflects sufficient clarity of expression to communicate ideas, but lacks in depth analysis of
issues or questions raised in the case.
3.
May be missing more than one critical element of the case.
Grades of plus or minus reflect variations from the above standards, up or down, which are not
sufficient to merit a change in letter grade.
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Grade of “Incomplete”
The instructor does not give incompletes except in exceptional circumstances. Even then, there must
be a significant amount of work handed in to warrant an incomplete. If the incomplete is awarded, a
deadline will be given within which the work must be completed. If the work is not completed in
the allocated time, the grade will be changed to F.
Feedback
Assignments will be graded by the next class meeting. Feedback will include your grade for
participation for the week, if participation is a requirement.
Attendance/Participation Requirements
Students are expected to be physically present in class and participate meaningfully in class
discussions. Meaningful participation includes arriving on time, fully preparing for class and
contributing to class discussion in a way that is informative or generates class discussions on the
discussions and activities covered in the class. Absenteeism, tardiness or leaving early will impact
participation grades for those weeks since you do not get the benefit of being fully involved in class
interaction with other students and contributing to the learning of other students in the class. More
than one absence may result in one reduced grade.
GRADING DISTRIBUTION
10% Assignments (interview, 1 page papers, misc.) (Anonymous name on papers)*
10% Short Case - 3 double space pg. max (Anonymous name)*
20% Long Case - 5 double space pg. max (Anonymous name)*
15% Topic Presentation: 8 min.
15% Exam
10% Self Evaluation
10% Class Participation
10% Group Written Case: 6 or 10 page max.**
100%
**Graphics do not count toward page max
** For individual written cases and the 1 page assignments, I would ask that you not put your
real name on the paper, but use an anonymous name. It should consist of two words: Your
birth month and a second word of your choice. (January Snow, June Bug…etc)
**Charts and graphics do not count toward the maximum page limit, and please do use visual
information in your double-spaced papers. Grading will be determined by the clarity of your
analysis and your use of concepts, which demonstrate critical thinking. Late work will be
marked down 10%. Incorporate class dynamics in all the activities; observe time limitations,
understand your audience, and focus on analysis.
Oral presentations should be proficient in style (vocal quality, body language, visual aids, etc.)
Grading will be based on organization, clear information, use of thought provoking insight,
demonstration of analytical skills and general effectiveness. I will give you immediate
feedback on oral presentations – if for some reasons I do not, please remind me.
Participation will be based on your preparedness, interest and involvement, constructive peer
feedback, creative problem solving and your ability to effectively interact to enhance
participant learning.
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My goals are to help you to reach the course objectives, maintain your interest in this
material, provide a wide range of learning methodology, to not waste your time, and to do my
best to make this class both informative and enjoyable.
ACADEMIC INTEGRITY
Regis University is committed to intellectual integrity in its academic pursuits.
Conduct such as cheating, plagiarism, forgery, and alteration or misuse of academic records is
inconsistent with accepted University standards of intellectual integrity and academic performance.
Sanctions may, therefore, be imposed by the programs of the University for cheating (defined as
using inappropriate sources of information on a test) or plagiarism (defined as presenting as one’s
own, the ideas, words or products of another). Such sanctions may include a failing grade on the
assignment, failure of the course or expulsion of the student from the course or the department;
sanctions are decided upon and imposed by the program after consideration of the evidence.
STUDENT CONDUCT
SPS Graduate Programs’ students and faculty share responsibility for maintaining an appropriate
learning environment. This includes using information technology responsibly in online and other
courses. In order for faculty members to provide and students to receive effective instruction in
classrooms, laboratories, online courses, and other learning areas, the Graduate Programs and
Faculty expect students to conduct themselves in an orderly and cooperative manner and not engage
in disruptive behavior, disorderly conduct or intentionally interfere in the freedom of expression of
others.
“Disruptive Behavior” or “Disorderly Conduct” as applied to the academic setting, means behavior
that a reasonable faculty member or student would view as intentionally or recklessly interfering
with normal academic functions, University events or University sponsored activities. Examples
include, but are not limited to: persistently speaking or commenting without being recognized or
interrupting other speakers; behavior that distracts the class from the subject matter or discussion; or
in extreme cases, physical threats, harassing behavior or personal insults; refusal to comply with
faculty direction including refusal to work in a group, using a cell phone or pager during a
classroom session; or behavior that has a negative impact in any learning environment. Disruptive
behavior also includes any other behavior covered by the Regis University Student Code of
Conduct.
Students who fail to adhere to acceptable behavioral standards will be counseled by the classroom
faculty. Should the issue not be resolved, they will then be referred to the Program Chair and then,
should it be necessary, to the Dean and may be subject to discipline up to and including expulsion
from the program.
PLAGIARISM
Plagiarism is defined as presenting as one’s own, the ideas, words or product of another. When a
student submits work for credit that includes the product, words, ideas, or data of others, the source
must be acknowledged by the use of complete, accurate, and specific references, this includes
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copying and pasting from online media or from any web-site. By placing one’s name on work
submitted for credit, the student certifies the originality of all work not otherwise identified by
appropriate acknowledgements.
Sanctions for plagiarism include: a failing grade on the assignment, failure of the course, or,
expulsion from the course or department (program).
An instructor may, at their discretion, utilize the services of Turnitin.com to evaluate the student
work product for plagiarism. Alternatively, an instructor may require students to submit the work
product directly to Turnitin.com for evaluation prior to submission to the instructor. For more
information on Turnitin.com, please go to www.turnitin.com.
AVOIDING PLAGIARISM TUTORIAL
There are a variety of tutorials designed to help students understand and avoid plagiarism. Please
take the time to review the web site provided below.
http://highered.mcgraw-hill.com/sites/0072873469/student_view0/avoiding_plagiarism_tutorial/
EQUAL ACCESS & DISABILITY SERVICES
Regis University, in compliance with federal guidelines, is committed to equal educational
opportunity by assuring otherwise qualified students with disabilities equal access to Regis
University programs and activities that are provided to students without disabilities. An otherwise
qualified person with a disability is a student who meets the academic and technical standards
required for admission or participation in Regis University’s educational programs and activities.
Eligibility
To ensure the provision of reasonable and appropriate services at Regis University, students with
disabilities must identify themselves in a timely manner to the Office of Disability Services (ODS),
Room 118B, Life Directions Center, 303-458-4941, disability@regis.edu, in order to receive the
requested accommodation(s). Current and comprehensive documentation must be on file with ODS
prior to approval of the accommodation.
Students may disclose their disabilities and request accommodations at any time during their
academic career. However, it is strongly encouraged that students self-disclose their disabilities at
the beginning of their academic experience because accommodations are not retroactive.
Accelerated courses that are offered in eight week terms are fast-paced and reading intensive.
Incomplete grades are seldom granted and are not considered appropriate accommodations. All
courses are expected to be completed during the term in which they occur.
DIVERSITY
At Regis University, diversity is at the core of our faith-inspired commitment to build an inclusive
community that values the dignity and contributions of all of our members. Our differences thrive in
a learning environment characterized by the Jesuit traditions of mutual respect and the pursuit of
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justice, an environment in which our human differences, whether physical or philosophical, are
respected.
WRITING ASSISTANCE – SMARTTHINKING
The School for Professional Studies will provide 10 hours of FREE tutoring or writing assistance
for one year for all SPS students through ™SMARTHINKING. The tutoring year begins on March
8 of the current year. To register for ™SMARTHINKING, access INsite at https://insite.regis.edu,
login using your RegisNet Username and Password. Select ™SMARTHINKING.
REGIS NET
A RegisNET Account allows students to use and access Regis University web-based resources.
RegisNET provides access to SHAREPOINT, ™SMARTHINKING, free email, course modules
and syllabi, Dayton Memorial Library Databases, computer labs, presentation equipment, etc. To
register for a RegisNET account, go to INsite (http://insite.regis.edu/). Select “RegisNET Account”.
You will be required to post either your social security number or student ID.
DAYTON MEMORIAL LIBRARY
The Dayton Memorial Library can be accessed http://www.regis.edu/library.htm website The Jesuit
University system provides 24 hour research support. The reference desk can be accessed by the
link on the site or at 303-458-4031, 1-800-388-2366 Ext. 4031.
STYLE SHEET STATEMENT
Regis University SPS Graduate Programs requires students use the APA Style Sheet for written
assignments. Information can be accessed through:
http://www.regis.edu/regis.asp?sctn=ars&p1=ws
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