Marketing Strategy, Mkt. 486/5486, 3 Credit Hours
Spring 2016, M, W, & F, 9:00 to 10:00 a.m.
Instructor: Dr. Rice (Press) York, Jr., Mississippi College School of Business
Office Phone: 601-925-3419, Email: ryork@mc.edu
Website: access per MC.EDU, Academics, Resources, Faculty Homepages, York, Rice
Moodle: access per MC.EDU, Moodle, and this class
Office Hours: (201D Self Hall)
Monday:
Tuesday:
Wednesday:
Thursday:
Friday:
8:45-11:15
9:15-11:45
8:45-11:15
9:15-11:45
None
Students should monitor their MC Email account for communications regarding this class as well as other events such
as weather related school closing. The best way to communicate with me outside of office hours is with email.
Overview:
Marketing Strategy provides students with an opportunity to apply marketing principles and practices to real life business
situations. This will be accomplished in two ways. First, students will explore how marketing strategy concepts and issues are
addressed in current marketing literature. Second, students will participate in a competitive marketing simulation which
comprises the primary learning activity for the course. The marketing simulation is an Internet-based, online simulation that is
used by both business schools and corporations for providing real-world experience in formulating and implementing
marketing strategy. Students will form teams and compete in formulating and implementing a marketing strategy for eight
quarters of operations for a large, international electronics firm that is entering the personal computer business. This class
will be conducted in an online-hybrid format. As indicated in the Class Schedule section of this syllabus, there will be
only a few formal class meetings at the beginning of the semester. These meetings will be used for instruction
regarding the simulation and course expectations. It is essential that you attend all scheduled meetings.
Rationale:
Marketing is used by all types of organizations and is a major functional area of the business discipline. Other marketing
classes have as their primary purpose coverage of the fundamental concepts and principles applicable to the field. Although
there will often be application related activities in these courses, the primary purpose is generally something other than
application. The marketing strategy class on the other hand, has as its primary purpose actual application of marketing
principles and practices to real world situations. Students should gain familiarity with the types of decisions that are involved
in the strategic marketing function of an organization and should develop the skills necessary to effectively make these
decisions.
Learning Objectives:
The overall goal of this course is to provide students with a thorough exposure to marketing strategy as implemented in
today’s business world. Therefore, the major objectives for this course are as follows:
1. To help students develop a clear understanding of marketing strategy and how it is carried out.
2. To expose students to the marketing problems that are typically involved in formulating marketing strategy.
3. To demonstrate the application of marketing strategy through the use of an online marketing simulation.
4. To introduce the competitive aspects of marketing.
5. To enhance students analytical and communication skills.
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Structure:
All of the content for this course will involve hands on-activities. These activities will include reading and analysis of the
assigned articles, and participation in an online competitive marketing simulation. The grade for the course will be based on
the student’s participation and performance in the simulation, and on the scores for homework assignments related to the
marketing articles. Instructions for activities and assignments are given in the Class Schedule section of this syllabus and on
the course Moodle site.
Materials:
You will need the following materials for this course:
Annual Editions Marketing , 37th edition, (Mcgraw-Hill: 2015). This is the marketing readings text for the course and is
available in the MC Bookstore.
Strategic Marketing, Ernest R. Cadotte (Innovative Marketing Solutions), online simulation, play against peers. . The
simulation password is ordered on line and instructions for doing this will be emailed once the teams have been formed.
Student Guide to Answering Discussion and Case Questions, available on instructor’s web site or Moodle.
CLASS ESSENTIALS
Academic Integrity:
Mississippi College students are expected to be scrupulously honest. Dishonesty, such as cheating or plagiarism, will be
regarded as a serious offense subject to severe penalties including, but not limited to loss of credit and possible dismissal. .
See the Mississippi College Undergraduate Bulletin for specific information
Unless assigned on a team/group basis, all assignments are to be prepared without assistance from others. Likewise,
unless specifically instructed otherwise, all assignments are to be original work, completed by the student for the first time.
Turning in work as your own that has been downloaded off the internet or otherwise copied is dishonest and a violation of the
copyright laws and the school’s honor code. Recycling an assignment from a prior class, or getting assistance from others is
similarly dishonest.
Late Assignments and Following Instructions:
All assignments are to be turned in by the end of the class period time on the day listed on the class schedule section of
this syllabus. Any work received after the end of the class period for that day will be late and points will be deducted.
Once assignments have been graded and returned no more work for that assignment will be accepted. Likewise once
an assignment has been submitted, additional parts or revisions will not be accepted.
It is essential that simulation activities be wrapped up by the time and date listed on the syllabus and/or assignment
schedule. Teams that wrap up late will be significantly penalized. Remember, no one can proceed to the next quarter
until all teams are wrapped up. Therefore, if a team’s failure to wrap up is disrupting the game the instructor will go
ahead and wrap up for the team which may have significant negative impact on the results for that team as all of the
decisions may not have been entered.
Course Evaluation:
The student’s final grade for this course will be based upon the combination of homework assignments, the marketing
simulation individual grade, and the marketing simulation team grade.
Grading/Points:
Homework Assignments
Simulation-individual
Simulation-team
Total
40%
30%
30%
100
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Grading Scale:
90 - 100 = A
80 – 89 = B
70 – 79 = C
60 – 69 = D
Below 60%
=F
The time to worry about your grade is now. The scores recorded for your performance during the course will be used
for determination of your grade in accordance with the criteria specified in the syllabus and other instructions. Extra
credit make up work will not be allowed nor will adjustments be made according to student needs. If you need a
certain grade to continue in school or to graduate it is your responsibility to perform the work resulting in that grade.
Reporting of Grades - Final grades may be viewed over Banner Web on the schools website. Grades will not be released
on an individual basis.
Early Alert:
Mississippi College has adopted the practice of notifying students early in the semester who may be at risk for achieving
sufficient academic progress. Notification would ordinarily result from concerns such as excessive absences, poor test grades,
and lack of class participation or evidence of non-engagement. Early notification provides the student, faculty, and advisors
opportunity to take appropriate action to redirect his/her progress. The system alerts the student, the student’s advisor, and
the Office of Student Success.
These messages are intended to help a student recognize an area of concern and to encourage him/her to make some choices
to improve the situation. When a student receives an Early Alert message, the student should quickly make an appointment to
talk with his/her professor about the situation. Also, students can make full use of the Office of Student Success to set
academic goals and connect to campus resources.
Grading of Assignments:
Every student is responsible for answering assignment questions in accordance with the expectations and instructions given by
the instructor. These would be both verbal and written instructions related to specific assignments and tests, as well as the
general instructions contained in the document “Student Guide to Answering and Grading of Discussion Questions.” This
document is available on the instructor’s web site and covers what is expected in regard to tests, cases, and other assignments
which require a student to write in discussion or short answer format, and is similar to the following examples.
Simulation:
Students will be divided into groups for participation in a competitive marketing simulation. Each student will receive a
simulation team performance grade base on the overall competitive standing of the group, the balanced scorecard, and the
overall level of profitability. The individual simulation grade will be based on the team grade adjusted up or down in for
participation and contribution of the individual based on the ratings of the individual by team members and the extent to
which activities are carried out for the simulation in accordance with the assigned responsibilities. IT IS IMPERATIVE
THAT STUDENTS CONDUCT RESEARCH AND ENTER THE DATA FOR THEIR ASSIGNED AREAS OF
RESPONSIBILTIY.
Graduate Students:
Students taking the class for graduate credit compete in the simulation on an individual basis. Based on the number of
students in the class, graduate students will compete with one another, with the undergraduate teams, or play against the
computer. Since graduate students participate as individuals, there will be no participation rating by team members or faculty
or other team related assignments. The team performance grade will be the same as the individual grade.
EVERY STUDENT MUST OBTAIN A SOFTWARE LICENSE AND PASSWORD FOR THE GAME. BE SURE
THAT YOU SIGN UP FOR THE CORRECT GAME ID AND TEAM. YOU CANNOT DO THIS UNTIL THE
GAME HAS BEEN SET UP BY THE INSTURCTOR AND YOU ARE PROVIDED WITH THE NECESSARY SIGN
UP INFORMATION. EACH STUDENT IF RESPONSIBLE FOR DECISION MAKING AND DATA ENTRY IN
THE AREA ASSIGNED TO THEM.
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THERE ARE ONLY A VERY LIMITED NUMBER OF CLASS MEETINGS AND ATTENDANCE AT THESE
MEETINGS IS MANDATORY. ANY STUDENT WHO DOES NOT ATTEND THE TEAM FORMATION CLASS
WILL BE ON THEIR OWN TO FIND A TEAM TO JOIN.
Disability Accomodations
In order for a student to receive disability accommodations under Section 504 of the Americans with Disabilities Act, he or
she must contact Student Counseling Services (SCS). SCS will assist with information regarding the appropriate policy and
procedure for disability accommodations before each semester or upon immediate recognition of the disability. Student
Counseling Services is located in Alumni Hall Room #4 or you may contact them by phone at 601-925-7790. The Program
Coordinator, Holly Reeves, can be reached via email at hreeves@mc.edu and the Director of Student Counseling Services,
Morgan Bryant at mbryant@mc.edu.
THE COURSE SCHEDULE WHICH FOLLOWS LIST CLASS MEETINGS, SIMULATION DUE DATES, AND
THE HOMEWORK ASSIGNMENT DUE DATES.
SPECIFIC ASSIGNMENTS AND OTHER COURSE RESOURCES ARE PROVIDED ON THE COURSE MOODLE
SITE.
____________________________________________________________________________________________________
Class Schedule
Week 1
M 1/11
CLASS MEETING: Course Overview & Introduction
W 1/13
Start Homework Assignment 1 – see Moodle site
F 1-15
CLASS MEETING: Simulation Overview
Week 2
M 1/18
Martin Luther King Holiday
W 1/20
CLASS MEETING: Teams Formed
Simulation Demonstration
Purchase License and Start Work on Quarter 1
Week 3
M 1/25
Simulation Quarter 1 Decisions and Wrap-up Due by 1:00 p.m., Start Qtr. 2
Week 4
M 2/1
Simulation Quarter 2 Decisions and Wrap-up Due by 1:00 p.m., Start on Qtr. 3
W 2/3
Homework Assignment 1 Due by 11:00 a.m.
____________________________________________________________________________________________________
Week 5
2/8–2/12
Start Homework Assignment 2 – see Moodle site
Continue working on Quarter 3 of simulation
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____________________________________________________________________________________________________
Week 6
M 2/15
Simulation Quarter 3 Decisions and Wrap-up Due by 1:00 p.m., Start Qtr. 4
____________________________________________________________________________________________________
Week 7
2/22–2/26
Continue working on Assignment 2 and Quarter 4 of simulation
___________________________________________________________________________________________________
Week 8
M 2/29
Simulation Quarter 4 Decisions and Wrap-up Due by 1:00 p.m., Start Qtr. 5
Week 9
3/7–3/11
Spring Break!
Week 10
W 3/16
Week 11
M 3/21
Homework Assignment 2 Due by 11:00 a.m.
Start Homework Assignment 3 – see Moodle site
Simulation Quarter 5 Decisions and Wrap-up Due by 1:00 p.m., Start Qtr. 6
____________________________________________________________________________________________________
Week 12
3/28-4/1
Continue working on Assignment 3 and Quarter 6 of simulation
Week 13
M 4/4
Simulation Quarter 6 Decisions and Wrap-up Due by 1:00 p.m., Start Qtr. 7
W 4/6
Homework Assignment 3 Due by 11:00 a.m.
Start Homework Assignment 4 – see Moodle site
Week 14
4/11-4/15
Continue working on Assignment 4 and Quarter 7 of simulation
Week 15
M 4/18
Simulation Quarter 7 Decisions and Wrap-up Due by 1:00 p.m., Start Qtr. 8
W 4/20
Homework Assignment 4 Due by 11:00 a.m.
Week 16
W 4/27


Simulation Quarter 8 Decisions and Wrap-up Due by 1:00 p.m.
It is essential that decisions be inputted and wrapped up by the time indicated on the due date as no one can
move forward until all teams have done this. Serious penalties occur for failure to wrap-up on time.
We may have one additional meeting for a guest speaker – will email date as soon as I find out.
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