FLORIDA GULF COAST UNIVERSITY
LUTGERT COLLEGE OF BUSINESS
MARKETING DEPARTMENT
MARKETING 4804 MARKET STRATEGY
SPRING 2012
COURSE INFORMATION
Course name: Market Strategy
CRN: 10199
Meeting day & time: T: 6:30-9:15
Classroom: 1202 Lutgert Hall
Credit hours: 3
Course mode: On campus
Instructor: Dr. Khaled Aboulnasr, Ph.D., Associate Professor of Marketing
Office: Lutgert Hall #3352
Phone: (239) 590-7598
Email communication: ANGEL
Office Hours: M/W 2:30-3:30 and W 4:45-6:15; T 4:45-6:15 and by appointment
CATALOG COURSE DESCRIPTION:
The course utilizes case studies to simulate real-world business situations. The analyses provide
guidance to students in developing analytical, decision-making and presentation skills.
Prerequisite(s): MAR 3503 and MAR 3613 (Now MAR 4613)
DESCRIPTION AND PURPOSE:
MAR 4804 is an applications-oriented course focusing on the identification and evaluation of markets
for business opportunities. Various analytical techniques and problem solving methods are employed.
The course integrates marketing mix variables and applies marketing information necessary for
developing and implementing overall marketing strategy to solve problems facing marketing
executives.
TEACHING PHILOSOPHY:
My teaching style relies on creating an interactive and dynamic class environment. As such, I
use a variety of teaching tools including lectures, PowerPoint slides, text and video cases, inclass exercises and discussions. I strongly believe in active learning, in which students are
expected to come to every class, be attentive, ask clarifying questions and be prepared to
actively participate in class discussions.
COURSE OBJECTIVES AND STUDENT LEARNING OUTCOMES:
Upon successful completion of this course students should be able to:
Demonstrate an understanding of the foundations and financial aspects of strategic marketing
management.
Assess business-marketing situations through case analysis.
Explain the role of opportunity analysis and the tenants of strategic target marketing.
Express and understanding of the role of product, pricing, communication and distribution
strategies and management.
Recognize the importance of marketing strategy reformulation and control.
Display an understanding of the global dimensions of marketing strategy.
ACADEMIC LEARNING COMPACT (ALC) AND COLLEGE-WIDE GOALS (EPCK):
This course also contributes to the following ALC and college wide goals:
ALC: Graduates will be able to understand the role of problem solving in a strategic context.
College wide: BBA graduates will be effective problem solvers.
TEXTS AND MATERIALS:
Strategic Marketing Problems, 12th Edition. (Authors: Kerin & Peterson, Publisher: Prentice-Hall).
The Marketing Game, 3rd Edition. (Authors: Mason & Perreault, Jr., Publisher: McGraw Hill).
EVALUATION AND ASSESSMENT METHODS:
Exam I:
Exam II:
Simulation & plan:
Case studies:
Quizzes:
Attendance & effective participation:
30%
30%
20%
10%
6%
4%
EXAMINATIONS:
The midterm exam will take place during class (Tuesday, February 28th). The final exam will take place
(Tuesday, April 24th 7:30- 10:15 pm). No make- up exams will be administered except under extremely
unusual circumstances. If something (extraordinary and deemed by me as an acceptable excuse) prevents
you from attending an exam or turning in an assignment on time you should notify me BEFORE the exam
or class period during which the assignment is due and we can make alternative arrangements. If class is
cancelled on a scheduled exam day, I will give the exam the next scheduled class day. If I am not contacted
in advance, I will reserve the right to grant a failing grade “F” for the exam or assignment missed. You are
responsible for ALL material in the text, whether discussed in class or not in addition to all class notes,
discussions and assigned case studies. Students may be assigned or reassigned seats for exams.
Scantrons: Students are responsible to bring their own scantrons on the day of the exam (for midterm and
final exam). No scantrons will be distributed by the instructor. {Pearson NCS Test Sheet 100/100 Form No.
95679}
MARKETING SIMULATION GAME AND MARKETING PLAN:
There will be a marketing simulation game that provides a realistic “feel” for how marketing strategy
decisions are planned and implemented. Students will form groups whereby each group will be
responsible for marketing a product on the market and competing with other groups for market share.
Each decision round you will be required to make a set of marketing decisions with the purpose of
delivering more value to consumers, gaining more market share and increasing profitability. The
simulation starts off with one practice round. The simulation is then reset to the starting position and
you will then make decisions for eight more rounds. Your team’s grade in the marketing simulation
game will be based on the team’s marketing performance, financial performance and marketing
decision effectiveness.
In addition to the weekly decisions, your team will be asked to develop a comprehensive strategic
marketing plan for your firm. This plan will encompass an analsysis of the 3Cs followed by the
development of a value proposition and a marketing mix plan. Astandard description format will be
provided to assist teams in articulation the plan. In addition to turning in the written plan document,
your team will present the plan at the end of the semester.
CASE ANALYSIS:
Students will be asked to work in groups to analyze case studies. Each group will be assigned 2 case
studies; one of which will be orally presented supplemented with an indivdually written report, the
other will be submitted in the form of a written report only. When you are not presenting you are
expected to participate in case discussion and critique. All students are expected to have read and
prepared every case that is presented in class.
*A short quiz may be given prior to each formal case discussion. There will be 6 of these quizzes
throughout the semester and they will cover the basic concepts and details in the case. Additionally,
quizzes may cover information from the marketing simulation game.
ATTENDANCE & PARTICIPATION & POLICIES:
Attendance is expected at every session to meet course objectives. In-class assignments and quizzes cannot
be made up for credit. Lateness, early departures and side conversations will not be tolerated and will be
treated as an absence. A student who is absent for 3 or more classes will be administratively dropped from
the class. Additionally, every absence will deduct two points from your attendance grade (Each absence
subtracts 2% of your total grade). Use of cell phones and digital music players is not allowed during class.
Use of laptop computers is limited to coursework.
As future managers (regardless of your functional expertise), it is imperative that you understand and
are able to discuss the marketplace and its implications for your organization’s specific actions to
insure a competitive advantage. Likewise, you are all currently consumers in the marketplace, thus
you should be able to relate your experiences to the various marketing theories/concepts that are
discussed in the context of this course. As such, you should be willing to address issues and
participate in discussions concerning the information that you receive. Thus, your comments and
discussions are always welcome (and indeed are required). This is NOT only an attendance grade.
GRADING POLICY
The final course grades will be assigned according to the following schedule:
A
93-100
A-
B+
87-89
B
90-92
83-86
B-
80-82
C+
77-79
C
73-76
C-
70-72
D+
D-
67-69
60-62
D
F
63-66
0-59
 It is expected that grades will be assigned
on a straight scale. However, curving may
be undertaken if necessary.
IMPORTANT INFORMATION:
The course syllabus and schedule, including the grading policy, is tentative. I reserve the right to
make changes as may be necessary throughout the semester. Any changes that take place will be
announced in class. It is your responsibility to follow up with any changes in the course syllabus.
ACADEMIC BEHAVIOR STANDARDS AND ACADEMIC DISHONESTY
FGCU’s stated policies on academic honesty will be strictly enforced. Students are expected to have
read, be familiar with and follow these policies.
All students are expected to demonstrate honesty in their academic pursuits. The university policies
regarding issues of honesty can be found in the FGCU Student Guidebook under the Student Code of
Conduct and Policies and Procedures sections. All students are expected to study this document
which outlines their responsibilities and consequences for violations of the policy. The FGCU Student
Guidebook is available online at http://studentservices.fgcu.edu/judicialaffairs/new.html
Students must only submit materials that are their own creation and include attribution for any ideas
or language that is not their own. All sources used in the preparation of an assignment and all direct
quotes must be clearly identified. No materials are to be submitted in more than one course without
the prior written permission of each instructor.
DISABILITY ACCOMMODATIONS SERVICES
Florida Gulf Coast University, in accordance with the Americans with Disabilities Act and the
university’s guiding principles, will provide classroom and academic accommodations to students
with documented disabilities. If you need to request an accommodation in this class due to a
disability, or you suspect that your academic performance is affected by a disability, please contact
the Office of Adaptive Services. The Office of Adaptive Services is located in Howard Hall 137. The
phone number is 239-590-7956 or TTY 239-590-7930.
STUDENT OBSERVANCE OF RELIGIOUS HOLIDAYS
All students at Florida Gulf Coast University have a right to expect that the University will
reasonably accommodate their religious observances, practices, and beliefs. Students, upon prior
notification to their instructors, shall be excused from class or other scheduled academic activity to
observe a religious holy day of their faith. Students shall be permitted a reasonable amount of time to
make up the material or activities covered in their absence. Students shall not be penalized due to
absence from class or other scheduled academic activity because of religious observances. Where
practicable, major examinations, major assignments, and University ceremonies will not be scheduled
on a major religious holy day. A student who is to be excused from class for a religious observance is
not required to provide a second party certification of the reason for the absence.
ANGEL LEARNING MANAGEMENT SYSTEM AND DEMONSTRATION SITE
Information on ANGEL is available online at http://elearning.fgcu.edu/frames.aspx and
http://elearning.fgcu.edu/section/default.asp?id=xxxDemoonlinecoursestudent
LIBRARY RESOURCES
Main page: http://library.fgcu.edu/
Tutorials & Handouts: http://library.fgcu.edu/RSD/Instruction/tutorials.htm
Research Guides: http://fgcu.libguides.com/
Faculty Support: http://library.fgcu.edu/faculty_index.html
Contact: http://library.fgcu.edu/LBS/about/contactus.htm
COURSE SCHEDULE
Date
10-Jan
17-Jan
24-Jan
Chapter
Topic
Foundations of Strategic Marketing
Management
Case Analysis Tutorial
Foundations of Strategic Marketing
Management
Marketing Simulation Tutorial
Financial Aspects of Marketing Management
Expected monetary value
Opportunity Analysis/Segmentation/Targeting
2
3
4
Product/Service Strategy, Brand Management
5
Product/Service Strategy, Brand Management
5
Integrated Marketing Communications Strategy
6
1
1
31-Jan
7-Feb
14-Feb
21-Feb
28-Feb
6-Mar
Case 1/2
Simulation Practice Round
Case 3/4
Simulation Round 1
Case 5/6
Simulation Round 2
Case 7/8
Simulation Round 3
Case 9/10
Simulation Round 4
MIDTERM EXAM / Class lecture
NO CLASS- SPRING BREAK
Integrated Marketing Communications Strategy
6
Marketing Channel Strategy
7
Pricing Strategy
8
Marketing Strategy Reformulation
9
13-Mar
20-Mar
27-Mar
Case 11/12
Simulation Round 5
Case 13/14
Simulation Round 6
Case 15/16
Simulation Round 7
Simulation Round 8
3-Apr
Global Marketing Strategy
10
10-Apr
Marketing plan presentations
17-Apr
Final written plan due
CASE STUDY SCHEDULE
Cases #
Case Name
Page #
Group
#
Date
Type
Case 1
Dr Pepper Snapple Group Inc
80
1
24-Jan
Presentation
Case 2
Jones Blair Company
109
8
24-Jan
Written report
Case 3
118
2
31-Jan
Presentation
Case 4
First in Show Pet Foods, Inc.
Rayovac Corporation: The
Rechargeable Battery Opportunity
93
7
Case 5
Kraft Foods: The Coffee Pod Launch
155
3
7-Feb
Presentation
Case 6
Dr Pepper/Seven Up, Inc.
172
6
7-Feb
Written report
Case 7
Procter & Gamble, Inc.: Scope
251
4
14-Feb
Presentation
Case 8
Frito-Lay Company: Cracker Jack
263
5
14-Feb
Written report
Case 9
316
5
21-Feb
Presentation
Case 10
Cadbury Beverages, Inc.: Crush Brand
Drypers Corporation: National
Television Advertising Campaign
344
4
Case 11
Goodyear Tire and Rubber Company
371
6
13-Mar
Presentation
Case 12
404
3
13-Mar
Written report
379
7
Case 14
Yorktown Technologies
Hawaiian Punch: Go-to-Market
Strategy
Superior Supermarkets: Everyday
Low Pricing
484
2
Case 15
Chevrolet Europe
634
8
27-Mar
Presentation
Case 16
Baxton Technology
610
1
27-Mar
Written report
Case 13
31-Jan
21-Feb
20-Mar
20-Mar
Written report
Written report
Presentation
Written report