Syllabus: Marketing 4000 - Strategic Selling
Goal:
The goal of Marketing 4000 is to introduce the student to the concepts and application of strategic
thinking and strategic planning. Further to provide the student with a framework through which they may
apply this information in both complex business to business (B2B) sales as well as general business
situations.
By the end of the Class the student should be able to:
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Understand the difference between strategy and tactics in the sales process;
Effectively use the common language and terms of Strategic Selling;
Use Strategic Selling principles to analyze selling situations and identify alternative action steps;
Understand how to manage the various multiple Buying Influences in a complex sale.
Course Specifics:
Adjunct Professor: Wilbert F. Schwartz, CFA
Contact Information: Office Adjunct Office in Lindner Hall: Half Hour before class or by appointment; Cell
Telephone: 513-300-3888; SCHWARTZW@UCMAIL.UC.EDU.
Course Materials: The New Strategic Selling by Robt. Miller, Stephen Heiman & Tad Tuleja. As well as
specific readings to be added toward the end of the semester - all will be available online.
Course Meeting Times:
Course Format:
The call meets Monday, Wednesday and Friday in Lindner XXX at YYY. You are expected to be prepared
to discuss the reading assignments during the Monday session. This may well carry over to Wednesday
session. Generally speaking the remainder of the class time will be devoted to guest speakers, and class
participation activities such as role playing, case studies, special reports etc. The first six to eight sessions
will be exclusively lecture.
Grading:
As a University of Cincinnati student you have established a pattern of academic success. Grades of D and
F in this class will be rare and typically result from academic dishonesty, illness, no attendance, late
withdraw or some outside influence.
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The Course Grade is based you your attainment of points -800 maximum. The Grading scale is as
follows:
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o A =748+
o A- =717+
o B+= 692+
o B = 668+
o B-=637+
o C+=613+
o C= 589+
o C-= 557+
o D = 509+
o D-=477+
o F=<477
Points are Earned as Follows:
Exams
o Mid Term TBD 150 points possible
o Final 250 points possible
Class Participation 200 points possible
Case Studies and Role Playing 200 points possible
Extra Credit:100 points possible
o Thank you notes to speakers et al 0-5 points;
o Book Review and presentation up to 15 points
o Creating/Participating in Panel Discussions up to 20 points.
o Negative points - Disruptive behavior, ad hominine attacks no matter how cute and
behavior that could be viewed in poor taste will be penalized and you can and will lose
points. There is no limit to negative points.
Performance:
Please remember that your grade in this course reflects one thing and one thing only: your performance
on the work assigned. It has no reflection on you as a person, your future in marketing, or your value in
the world. For a multitude of reasons, (job interviews, outside commitments, family obligations, work,
etc.) some of you will under-perform in this class. While my aspiration is to inspire you to achieve more
than what you dreamed possible, external factors may influence your class performance.
Class Conduct:
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Attendance / Participation: Learning in this class will result from interaction and participation.
In addition to recording attendance, I will take notes on participation that will include willingness
to share ideas, summary spokesperson roles for group discussions, questions for our guest
speakers and case study presentations. If you would like feedback on your participation, please
arrange a time to meet so we can discuss.
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Preparation: Purchase the textbook and read the syllabus prior to attending the first class where
we will discuss all course assignments. See the planned topics and reading schedule that follows.
If you are unable to attend class, send word by e-mail or text message.
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Emergency Class Cancelation: I do not foresee any reasons to cancel class. In the event of
an emergency or weather that would make it impossible to travel to campus, an announcement on
Blackboard will be posted. If you are uncertain about weather conditions please send a text
message to my cell phone.
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Late Assignments: As an aspiring business professional, it is your responsibility to manage your time
and complete all assignments on time. Late work will result in penalty points against your grade.
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Student Conduct: All students are expected to conform to the University’s Code of Conduct and honor
the following pledge: “On my honor I pledge that this work of mine does not violate the University of
Cincinnati Student Code of Conduct provisions of cheating and plagiarism.” Additional information on
the University of Cincinnati Student Code of Conduct can be found at http://www.uc.edu/conduct/
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Late Arrivals: Unavoidable conflicts and/or delays may arise. I would rather you get a portion of the
class than none at all. If you are late, please join the class in progress quietly. The best guide for
business is to always be on-time or, if you can’t be on time, be early.
Missed Classes: Conduct yourself in a professional manner. If a class is missed, catch up from a
classmate or I will do my best to help you catch up. Any missed class assignments are your
responsibility.
Cell Phones/Laptops/ipods: Cell phones, laptops and ipods are distracting to others and are not
permitted in class. We will typically take one short break during each class. If you must send or
receive an emergency text or call during class please leave the room quietly to do so.
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Schedule and Reading Assignments:
Date
August 26
August 28
August 30
September 4
September 6
September 9
Assignment and Activity
Read Pages 1-64 Be prepared to introduce yourself
Class Specifics
Lecture
Reading Assignment Chapters 4 &5 Pagers 65-115
Lecture
Reading Assignment Chapters 6 & 7 Pages 116-141
September 11
September 13
September 16
September 18
September 20
September 23
September 25
September 27
September 30
October 2
October 4
October 7
October 9
October 11
October 14
October 16
October 18
October 21
October 23
October 25
October 28
October 30
November 1
November 4
November 6
November 8
November 13
November 15
November 18
November 20
November 22
November 25
November 27
December 2
December 4
December 6
Lecture
Guest Speaker TBA
Reading Assignment Chapter 8 Pages 142-172
Lecture
Guest Speaker Mr. Eric Allen Cincom Systems
Reading Assignment Chapters 9 & 10 Pages 172-218
Lecture
Guest Speaker TBA
Review
Mid Term
Mid Term Review and Discussion
Reading Assignment Chapter 11 Pages 219-260
Lecture
Guest Speaker TBA
Reading Assignment Chapter 12 & 13 Pages 261-312
Lecture
Guest Speaker Mr. David Landwehr Dunn & Bradstreet
Reading Assignment Chapters 14 & !5 Pages 313-340
Lecture
Guest Speaker Mr. Larry Kelley Procter & Gamble
Reading Assignment Chapters 16,17,& 18 Pages 341-382
Lecture
Lecture
Review of Miller Hieman
Case Study Assignments
Case Study Preparation and Discussion
Case Study Presentations
Case Study Presentations
Case Study Leanings Review
Harvard Business Review Articles Overview
Discussion of Harvard Business Review Articles
Guest Speaker TBA
Guest Speaker TBA
Review and Catch up if needed
Review and Final Prep
Review and Final Prep
Biographical Sketch:
Wilbert F. Schwartz holds both a BBA and MBA from the University of Cincinnati. He was awarded the
distinctions of: Charter Life Underwriter (CLU), by the American College; and Charted Financial Analyst
(CFA)by Association for Investment Management Research. He is a graduate of the Harvard Graduate
School of Business Advanced Management Program. Upon Graduation from the University of Cincinnati
he joined IBM where he held several sales, sales management, and marketing positions involved with the
sales of large scale complex computer and information management systems. While there he was
recruited to join the Merchant Banking activities of the Prudential Insurance Company of America. At
Prudential he built a team of financial professionals specializing in the creation and sale of highly
customized and frequently unique business/financial solutions for rapidly expanding and capital intensive
companies. These represent 28 years of large scale complex Business to Business sales experience.