York University
Atkinson College
Department of Administrative Studies
Marketing Strategy
SU 2012 Course Outline
AK/ADMS4250 A
VH 3009 T (7-10 p.m.)
Course Director: Elena Skliarenko
Email: elenask@yorku.ca
Required Text:
Strategic Marketing, 9th Edition
David Cravens and Nigel Piercy, McGraw Hill, copyright 2009
ISBN 978-0-07-338100-4
Prerequisites:
1) For students in an Honours program, 78 credits, including AK/ADMS 2200 3.00 (formerly
AK/ADMS 3200 3.00), or 2) other students, a grade of C+ or better in AK/ADMS 2200 3.00
(formerly AK/ADMS 3200 3.00).
Objectives of the Course:
1. Further broadening of marketing knowledge to include strategic concepts
2. Exposure to “real-world” strategic marketing situations utilizing cases studies, etc.
3. Exposure to developing a marketing plan – and focusing on strategic concepts within the
context of the marketing plan.
4. Personal development including group work, teamwork, analytical and presentation skills
WEIGHTING OF COURSE:
Assignment Type
Case Assignment
Group Project Marketing Plan
Midterm
Final Exam
Attendance/Participation
% of
Grade
15
30
20
20
15
Due Date
TBA
TBA
TBA
TBA
COURSE INSTRUCTOR / CONTACT:
Elena Skliarenko
elenask@yorku.ca
1
EXPANDED COURSE DESCRIPTION:
This course applies marketing concepts, terminology and strategic analysis to a study of
organizations in the private and public sector. It utilizes different techniques including lecture,
group work and group (written and oral) presentation, and case study. The course provides
techniques, tools and gives practical application experience to the student in the development of
marketing strategies.
Lectures: The course will be a variety of lecturing, case studies, videos, class discussion and
exercises. The content of the lectures will be centered on the assigned readings from the text
book as well as extra material recommended by the instructor. Each student is expected to read
the material before the session for which it was assigned. This will help you follow the lecture
and take part in class discussion.
Exam dates are to be finalized - but the expected dates are as per the course outline. The exam
content will include Lectures, Cases, Classroom topics and ALL chapters of the text.
Class Participation: Completing the assigned readings prior to the class and being present
during the lectures enables you to contribute to our class activities. Consequently, class
participation consists of: 1) attendance, 2) preparation, i.e. reading the assigned material, 3)
insightful contribution to discussion, 4) involvement in class activities (e.g. bringing extra
relevant material, raising important questions, etc.)
Presence in class is not sufficient to earn this component of the course grade: intelligent, active,
engaged participation to discussions, during class time, every class, is required.
Laptops/computers and PDA/cell phone use are not permitted during class time.
It will be marked that every student will participate in class with meaningful insights, questions,
comments and queries that improve the quality of everyone’s education, including their own.
Learning is everyone’s responsibility.
Case Assignments: Students will complete group case analysis projects. These projects are
intended to expose students to some of the realities of consumer research and develop analytical
skills for strategic decision making in marketing. Details will be announced in class.
Group Project: Members of the class, working in groups five to six (dependent on final
enrollment), will complete a research project that they will present in both oral and written form
towards the end of the semester. This project will allow you to apply the concepts we cover
during the term in a creative way. The instructor will have to approve your topic for purposes of
this assignment, and will meet with each group at least once in the course of the semester to
discuss your project ideas. Handouts with project details will be either posted on line or
distributed in class.
2
Midterm/Final Exam: In order to ensure that everyone is keeping up with the class in terms of
course material, we will have a midterm and a final exam. The intended purpose of the exams is
to check each student’s knowledge of the course material.
Midterm 20% - expected format = multiple choice is probable (may change to add a short
answer/case)
Final Exam 20% - expected format = multiple choice is probable (may change to add a short
answer/case)
Mid-Term – Weeks 4 or 5 - you will be notified with at least 1 week’s prior notice of exact date.
Your attendance is required in class for verification of date. There are NO Provision for Missed
Exams!
Final Exam – Weeks 10, 11 or 12 - you will be notified with at least 1 week’s prior notice of
exact date. Your attendance is required in class for verification of date. There are NO Provision
for Missed Exams!
BRING 2 Pencils, 2 Pens + 1 White Eraser to Exams.
ORGANIZATION OF THE COURSE:
Organization of the Course
Lecture
Topic
Text Reference
Other / In-Class Details
1. May 8
Introduction
Strategy
Ch. 1, 2
Introduction, form groups; submit
proposal for marketing plan;
2. May 15
Markets,
Segmentation and
Customer Value
Ch. 3, 3A, 4
Video Case McDonald’s
Segmentation
Cases: Audi, The New York Times,
Submit proposal for marketing plan
3. May 22
Market Driven
Ch. 5, 6
Strategies, Targeting Video Case Starbucks
and Positioning,
Cases: Pfizer Inc, Coca-Cola A
4. May 29
Strategic
Relationships, New
Products
Ch. 7, 7A, 8
Seoul Success
5. June 5
Exam I
Ch. 1 – 8 EXAM I
6. June 12
Brand Management,
Channel
Management
Ch. 9, 10
Video Case BP-Creating a
Global Brand
Cases: Nike Inc., Intel Corp.
7. June 19
Strategic Pricing,
Promotion
Ch. 11, 12
Video Case Mini USA
Cases: Dell Inc., Hewlett-Packard Co,.
8. June 26
Sales, Market Driven Ch. 13, 14,
Organizations
Video Case Dole
Cases: Samsung Electronics Co.,
Nissan Motor Co.
9. July 3
Strategy
Implementation and
Control
Projects are due
Ch. 15
Video Case New Balance –
Supply Chain
Cases: Ikea; Johnson & Johnson
3
10. July 10 Exam II
EXAM II
11. July 17 Teamwork,
Presentation skills,
Communication
skills
Group presentations
12. July 25 Teamwork,
Presentation skills,
Communication
skills
Group presentations
NOTE: This schedule is tentative. The exact organization of lectures, test dates, assignments
deadlines, etc ARE subject to change. Announcements will be made IN CLASS
ADDITIONAL INFORMATION / NOTES:
ADDITIONAL NEEDS:
You must be registered to attend this class. If you are not officially registered in this course you
must do so BEFORE the “Add Without Permission” date, as you will not be allowed to register
after that date - due to the group work required.
Exam dates are to be finalized but the expected dates are as per the course outline. There is no
provision in this course for a make-up exam. Note that the dates may change. Changes will be
announced in class. The content will include Lectures, Cases, Classroom topics and ALL
chapters of the text (whether covered in the class or not). The focus will be on classroom-led
topics and the focus on the exams will be both TEXT AND LECTURE MATERIAL!!!
THESE ARE CLOSED BOOK EXAMS. BRING 2 SOFT PENCILS, A GOOD WHITE
ERASER AND 2 PENS TO EACH EXAM!! It is your responsibility to ensure that any bubble
sheets are completed properly and that your written / case work is legible.
Classroom Decorum:
- Class participation is encouraged;
- Please pay attention inside the classroom; Engage in chatter outside of the classroom;
- Please ensure Cell Phones are turned OFF;
- Computers should be used for CLASSROOM TOPIC USE ONLY;
- You are expected to view others’ presentations;
- Leave during breaks – NOT during class.
Deferred and Make-Up Exams - There are no provisions for missed exams and no alternate dates
will be provided.
Deferred standing may be granted to students who are unable to write their final
examination at the scheduled time or to submit their outstanding course work on the last
day of classes. In order to apply for deferred standing, students must complete a
Deferred Standing Agreement (DSA) form and submit their request no later than five (5)
business days from the date of the exam. The request must be properly submitted with
4
supporting documentation directly to the main office of the School of Administrative
Studies (282 Atkinson), NOT to the Course Director.
These requests will be considered on their merit and decisions will be communicated to
the students by the main office. Students with approved DSA will be able to write their
deferred examination during the School's deferred examination period. No further
extensions of deferred exams shall be granted. The format and covered content of the
deferred examination may be different from that of the originally scheduled examination.
The deferred exam may be closed book, cumulative and comprehensive and may
include all subjects/topics of the textbook whether they have been covered in class or
not. Any request for deferred standing on medical grounds must include an Attending
Physician's Statement form; a “Doctor’s Note” will not be accepted.
DSA Form: http://www.registrar.yorku.ca/pdf/deferred_standing_agreement.pdf
Attending Physician's Statement form:
http://www.yorku.ca/laps/council/students/documents/APS.pdf
5