MAR 6930 AB 003

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UNIVERSITY OF NORTH FLORIDA
DEPARTMENT OF MANAGEMENT, MARKETING AND LOGISTICS
COURSE SYLLABUS
Phone:
Spring 2002
MAR 6930 AB 003
MAR 6930 AB 004
Marketing Strategy
Prerequisite TRA 5223. Study and application of marketing
decision-making techniques to the design and implementation
of marketing strategy and solving marketing problems faced
by marketing executives.
Case Analysis, Group Dynamics, and Team Building to
enhance problem solving, executive decision-making,
interpersonal relations, teamwork and presentation skills.
Using Lotus Notes as Distance Learning pedagogy and tool
for Organizational Learning and Knowledge Management.
Professor Adel I. El-Ansary
COBA 42/3220
TR 3:00 – 4:00 & T 7:30 – 9:00 PM. Also, by Appointment,
e-mail, or Lotus Notes Discussion Room.
904-620-2780 (Office)
E-mail:
[email protected]
Website:
www.unf.edu/~aelansar/
Grading:
Attendance and meaningful participation in class
discussions are required for a passing grade.
Term:
Course Number:
Course Title:
Description
and Prerequisites:
Pedagogy:
Instructor:
Office Hours:
Absences must be authorized in advance. Students must
be in class on due dates of all written assignments and/or
presentations.
No credit will be given for late submission of written
assignment. These measures are enforced to ensure equal
and fair treatment to all students.
A
94>
B
84-93
C
75-83
F
<75
A-, B+, C+, C- will be granted at the discretion of the
professor. Your grade is determined on the basis of your
standing relative to other students enrolled in the course.
1
Learning Resources:
 Required Text

Lotus Notes Modules

Recommended Reference
Philip Kotler. Marketing Management, Millenium Edition.
Prentice-Hall, 2000. If you need to go over the principles of
marketing, consult your principles of marketing textbook or
see Kotler and Armstrong, Principles of Marketing, 9th
edition. Prentice-hall, 2001.
Concept Articulation Papers Posted on Lotus Notes Schedule
and Book Reviews Posted at Media Center.
Ian H. Gordon. Relationship Marketing: New Strategies, Techniques and
Technologies to Win the Customers You Want and Keep Them Forever.
Wiley, 1998. ISBN: 0-471-64173-1
Bill Donaldson, Tom O'Toole. Strategic Market Relationships: From Strategy to
Implementation. Wiley, 2002. ISBN: 0-471-49443-7
Ian H. Gordon. Competitor Targeting: Winning the Battle for Customer
Share. Wiley 2001. ISBN: 0-471-64410-2
Jagdish N. Sheth (Editor), Atul Parvatiyar (Editor)
Handbook of Relationship Marketing. Sage,, 1999.
Dawn Iacobucci (editor). Kellogg on Marketing. John Wiley
& Sons, 2001.

Cases:
Discussion Cases -Harvard Business School Publishing Multimedia Cases.
GE’s Two-Decade Transformation: Jack Welch’s Leadership,
2001.
Building Brand Community at Harley-Davidson, 2001.
Written Cases Selected From -David Cravens, et al. Strategic Marketing Cases, 7th edition.
Irwin/McGraw-Hill, 2002.

Marketing Plan Pro:

Interactive Simulation
Game:

Source Web Sites:
Course Requirements & Grading:
www.paloaltosoftware.com
Photo Wars Simulation Game. Wiley, 2001
www.unf.edu/~aelansar/
www.marketingframeworks.com
www.prenhall.com/phlip
I.
Attendance & Participation
10%
II.
Book Review Power Point Presentation
10%
III.
Photo Wars Strategy & Results Power Point
Presentations
15%
IV.
Written Case Analysis
40%
V.
Research Assignment
25%
2
Attendance & Participation
I.
Book Review Power Point
Presentation
III. Interactive Simulation Game (ISG)
Simulation Game Operation
Simulation Game Templates
Attendance and participation include Lotus Notes Classroom
Discussions and uploading of all assignments to Assignment
Modules in the Schedule. Completion of all course
evaluation instruments and providing feedback is mandatory!
A group project. Each group will select a recently released
textbook related to the Research paper Theme for the
semester. The deliverable is a Power Point Presentation
including: Cover Page, About the Authors, Table of
Contents, Chapter-by-Chapter Detail (suitable for lecturing
directly from it with built in example Websites used in the
text or appendices thereof), and Conclusion reflecting your
opinion of the book. See example book reviews noted in the
Lotus Notes Module entitled Book Reviews.
Groups of four will play the simulation game and prepare a
written marketing strategy plan and result analysis report.
The report will also be presented in class in the form of a
Power Point presentation. For guidance in the preparation of
a marketing plan see Kotler, the attached assessment sheet
for marketing plan presentation, and my homepage.
Use Excel to develop two templates to use as work sheets for
your presentation.
Template I: This template includes columns for Strategy
Component (1 Column), Description of the Strategy Selected
(1 Column), and How will the Strategy Selected Impact Each
of the Decision Areas in the Game (5 Columns – One for
each of the Decision Areas).
Template II: This template includes up to 28 columns -- one
column for the Decision Areas in the Simulation, 20 columns
-- one for each of the 20 Quarters of Play, one Summary
Column of the Common Thread and Strategy Essence of the
Decisions made over the 20 Quarters for each of the Decision
Areas (or Why did we make these decisions), three + columns
for the final results (last quarter of the game), and one
column to explain and justify the results.
Supplement the Templates with graphics and figures, etc. to
enhance thee presentation of game strategy, decisions, and
results.
Simulation Game Report Format
I. Executive Summary. II. Strategy (Objectives should be
specific and measurable). III. Framework for Strategy (Use
the Relationship Marketing Framework or Other
Comprehensive Strategy Frameworks). IV. Budget Allocation
Decisions. ($ & %) V. Organizational structure realignment
3
necessary to implement the strategy (if applicable) VI.
Results compared with competitors. VII. Compare results to
budget allocation decisions. VIII. Future direction for the
company or what would have you done differently if you are
to play the game again!
Power Point Presentation
The strategy report and results are to be presented using a
Power Point Presentation. The following page outlines
evaluative criteria that will be used in the evaluation of each
group as they present their simulation results.
4
Simulation Game Assessment
Group #/Name -----------------I.
Poor
1
2
Comments:
Soundness of Strategy
What is the strategy? Was the vision/mission,
goals/objectives (qualitative/Quantitative)
(marketing and financial), core competencies, and
competitive scopes clearly stated? What is the
framework for the strategy?
II.
Soundness of Decision–Making.
Poor
1
2
Did the group address the budget allocations made? Comments:
Did the group justify the allocations made
according to the strategic design presented?
Poor
III.
Analysis
1
2
Did the group explain/Provide:
Comments:
a. Why was this strategy selected?
b. Were these decisions made according to the
strategy? If not, how do you account for the
tactical variations?
c. Provide examples of the impact of certain
decisions.
Poor
IV. Organizational Structure Issues.
1
2
Did the group specify the structural changes needed Comments:
To Implement the strategy?
V.
Poor
1
Comparative Analysis
Did the group compare the results with the strategic
objectives set and explain these results. Did the
group explain why did they achieve or did not
achieve pre-set objectives? Did the group chart
budget decisions against preset objectives and
results achieved?
VI.
2
3
4
5 6
7 8
Excellent
9 10
3
4
5 6
7 8
Excellent
9 10
7 8
Excellent
9 10
3
4
5 6
3
4
5 6
7 8
Excellent
9 10
3
4
5 6
7 8
Excellent
9 10
7 8
Excellent
9 10
7 8
Excellent
9 10
Comments:
Poor
1
2
Comments:
Future Direction
Did the group address the future direction for the
company. If they were to play the game again,
would they have used different strategy? What
would that be?
Poor
1
VII. Overall Assessment
Assess the quality of the PowerPoint presentation
and delivery.
2
Comments:
5
3
3
4
4
5 6
5 6
IV. Written Case Analysis
The same groups formed for the game will discuss each of the
cases assigned.
Thursdays - Case Update and group discussions. In addition
to in-class group discussions, the students must use Lotus
Notes threaded discussions to discuss and prepare for the
written case analysis.
Tuesdays - Submission of written case analysis and general
class discussion. Written case analysis is an individual effort.
Members of the group may share frameworks and general
approach to case analysis developed in-group discussion.
Template for written case analysis is provided in the sample
case(s) in the designated Lotus Notes Module and/or Media
Center. An assessment sheet of written case analysis is
attached to further guide your effort.
V. Research Assignment
The research paper is an individual or team effort designed to
integrate the key concepts of the course and update
contemporary topics by focusing on Research Theme.
The Research Theme for the Semester is Relationship
Marketing Strategies.
The papers must adhere to the format and template presented
in concept articulation papers posted on Lotus Notes.
6
Guidelines for the Evaluation of Case Analysis
I. Framework and Approach
Did the written analysis provide an overall
framework or point of view from which to conduct
the analysis of the problems?
II. Situation Analysis
Did the analysis provide a detailed Situation
Analysis? Did the analysis and recommendations
flow in a consistent manner from the situation
analysis?
III. Problems, Analysis, and Recommendations
a. Were the problem statements actual
problems or were they symptoms and states
of nature?
b. Were the problem statements related to
marketing issues?
c. Did the analysis explore alternatives,
specified Criteria, and articulate the
consequences of these alternatives?
d. Did the recommendations follow logically
from the problem statements and the
analysis? Were the recommendations
clearly justified?
IV. Implementation
Did the paper have a well-defined implementation
plan including action items and timeframes?
7
Calendar
Subjects
Text
Chapter
Weeks 1 & 2
I. Strategy Formulation
Must
Master*
Marketing concepts tools &
orientation
Customer satisfaction, value,
retention, & relationships
Business, marketing, & product
planning
Lotus Notes
Modules
Lotus Notes
Registration
Module 1
Introduction
Completion of
Student
Profiles
Modules
2&3
1*
2*
Frameworks for Problem
Solving/Decision Making
Week 3
Tasks &/OR
Assignments
Due
Book Review
Selection
3*
Student Group
Formation
Simulation Game Introduction
Week 4
Case Analysis Guides &
Samples
View How To Analyze A Case
Video?
Marketing decision support
systems
Environmental scanning &
situation analysis
Understanding buyer behavior/
4
5
21
Frameworks
Preface &
Introduction
Module 4
Strategic
Drivers
Modules
5&6
Corporate &
Growth
Strategies
Module 24
Module 9
E-Strategy
6,7
Understanding competitive
behavior
Segmentation, Offering,
Targeting strategy
8*
Differentiation
strategy/Positioning strategy
10*
9,11,14*
Week 5
Relationship Marketing
Strategies Book Reviews
Book Review
Power Point
Presentations
Week 6
HBSP Case –
GE’s –Jack Welch.
Read/Analyze/
Post Notes
8
Module 10
Competitive
Strategy
Module 7
Marketing
Strategy:
Tier I
Module 8
Marketing
Strategy:
Tier II.
Modules
23 & 26
Book
Reviews
Module 18
Week 7
HBSP Case
Harley-Davidson
Week 8
International market context
Case # 1.
II. Organization Structure
Marketing Organization
Week 9
Week 10
III. Strategy
Implementation/Marketing
Management
Product /Service
Technology & Innovation
Total Quality Management
Case# 2.
Read/Analyze/
Post Notes
12
22
13,14
Modules
12 & 13
Discussion/R
Written/T
Spring Break
V. Simulation Game
Week 13
Price
Case# 3.
15
Distribution
Channel Management
Supply Chain Management
Relationship Management
Case # 4.
16,17
Integrated Communication Mix
IMC
18, 19;
20
Week 15
Discussion/R
Written /T
Module 11
Week 11
Week 12
Week 14
Simulation
Game PPT
Presentations
Discussion/R
Written/T
Modules
15 & 16
Module 14
Discussion/R
Written/T
Strategic Outcomes
Week 16
Finals Week
Case#1.
Case#2.
Case#3.
Case#4.
Module 18
Module
27 & 28
IV. Research Project
Relationship Marketing
Research
Research Paper Discussions
Feedback
Course Evaluation and Closing
Remarks
Merrill Lynch:
Integrated Choice
Sunday Communications
Coca-Cola’s New Vending
Machine (A)
Hilton Honors Worldwide:
Loyalty Wars
Research Paper
Presentations
Module 29
Module 19
Module 20
Module 21
Module 22
9
If you have a disability, as defined by the Americans with Disabilities (ADA), which requires a classroom
accommodation or auxiliary aid(s), please inform me of your needs during the first week of class so that I
may take appropriate action. You should also notify the Office of Disabled Services Programs at 6202769 concerning any needs you may have.
February 17, 2002
10
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