University of Wisconsin-Whitewater
Curriculum Proposal Form #3
New Course
Effective Term:
2137 (Fall 2013)
Subject Area - Course Number: 747
Cross-listing:
(See Note #1 below)
Course Title: (Limited to 65 characters)
Marketing Strategy
25-Character Abbreviation:
Marketing Strategy
Sponsor(s):
Marilyn Lavin, Jimmy Peltier
Department(s):
Marketing
College(s):
Business and Economics
Consultation took place:
NA
Programs Affected:
Yes (list departments and attach consultation sheet)
Departments:
MBA
Is paperwork complete for those programs? (Use "Form 2" for Catalog & Academic Report updates)
NA
Yes
Prerequisites:
will be at future meeting
Markting 716 or equivalent
Grade Basis:
Conventional Letter
S/NC or Pass/Fail
Course will be offered:
Part of Load
On Campus
Above Load
Off Campus - Location online, American
Family
College:
Business and Economics
Instructor:
Varied
Dept/Area(s): Marketing
Note: If the course is dual-listed, instructor must be a member of Grad Faculty.
Check if the Course is to Meet Any of the Following:
Technological Literacy Requirement
Diversity
Writing Requirement
General Education Option: Select one:
Note: For the Gen Ed option, the proposal should address how this course relates to specific core courses, meets the goals of General Education in
providing breadth, and incorporates scholarship in the appropriate field relating to women and gender.
Credit/Contact Hours: (per semester)
Total lab hours:
Number of credits:
2
Total contact hours:
Total lecture hours:
32
Can course be taken more than once for credit? (Repeatability)
No
Revised 10/02
Yes
If "Yes", answer the following questions:
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32
No of times in major:
No of times in degree:
Revised 10/02
No of credits in major:
No of credits in degree:
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Proposal Information: (Procedures for form #3)
Course justification: The course will become part of the core requirements as proposed in the revisions to
the current MBA program. During the MBA revision process it was noted that virtually all peer schools
had a required marketing strategy course in the MBA curriculum. The COBE Dean’s advisory committee
also strongly supported the inclusion of a required marketing strategy course in the MBA program.
Relationship to program assessment objectives: Marketing strategy is a required course in virtually all
peer MBA programs. This course will thus fill the knowledge gap that currently exists in the MBA
curriculum. It will also become a part of the ongoing assessment process advocated by AACSB.
Budgetary impact: none. Faculty are currently in place to teach the course. Moreover, the new MBA
program will move FTE from current marketing courses to the thus course.
Course description: (50 word limit) Marketing Strategy reviews topics related to marketers’ strategic
efforts. It focuses on the Marketing Plan and offers students the opportunity to run a simulation, which
will allow them to make specific choices related to Product, Promotion, Pricing and Distribution issues and
gain feedback about the validity of their decisions.
If dual listed, list graduate level requirements for the following: NOT DUAL LISTED
1. Content (e.g., What are additional presentation/project requirements?)
2. Intensity (e.g., How are the processes and standards of evaluation different for graduates and
undergraduates? )
3. Self-Directed (e.g., How are research expectations differ for graduates and undergraduates?)
Course objectives and tentative course syllabus:
Bibliography: (Key or essential references only. Normally the bibliography should be no more than one or two
pages in length.)
Journals
California Business Review
European Journal of Marketing
Harvard Business Review
Industrial Marketing Management
International Journal of Marketing & Management Research
Journal of Business-to-Business Marketing
Journal of Marketing and Management
Journal of Macromarketing
Journal of Marketing
Journal of Marketing and Public Policy
Journal of Strategic Marketing
Journal of Services Marketing
Revised 10/02
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Example 2013 Textbooks
1. J. Paul Peter, Marketing Management,11th Edition, 2013, McGraw Hill.
2. Kevin Lane Keller, Best Practice Cases in Branding, Strategic Brand Management, 4th Edition,
2013, Prentice Hall.
3. Kevin Lane Keller, Strategic Brand Management, 4th Edition, 2103.
4. Roger Best, Market-Based Management, 6th Edition, 2103, Prentice Hall.
5. Roger Kerin and Robert Peterson, Strategic Marketing Problems, 13th Edition, Prentice Hall.
Course Objectives and tentative course syllabus with mandatory information (paste syllabus below):
Objective 1: To acquaint students with the basic components of the Marketing Plan.
Objective 2: To develop decision-making skills required to develop a Marketing Plan.
Objective 3: To give students the opportunity to see the interdependence of decisions related to the
Product, Price, Promotion and Distribution Components of the Marketing Mix.
Objective 4: To permit students to apply marketing theory in the realistic scenario posed by the simulation.
The University of Wisconsin-Whitewater is dedicated to a safe, supportive and non-discriminatory learning
environment. It is the responsibility of all undergraduate and graduate students to familiarize themselves with
University policies regarding Special Accommodations, Academic Misconduct, Religious Beliefs Accommodation,
Discrimination and Absence for University Sponsored Events (for details please refer to the Schedule of Classes; the
“Rights and Responsibilities” section of the Undergraduate Catalog; the Academic Requirements and Policies and
the Facilities and Services sections of the Graduate Catalog; and the “Student Academic Disciplinary Procedures
(UWS Chapter 14); and the “Student Nonacademic Disciplinary Procedures" (UWS Chapter 17).
Tentative Syllabus
Text: Text will be selected based on when course is first offered. There are many excellent
books to choose from (see above for a short list of 2013 textbooks). A 2013 or 2014
textbook will be selected.
Date
Week 1
Topics
Intro to Course
Strategy Planning
Marketing Plan
Executive Summary
Applications
Simulation Software
Week 2
Situation Analysis
Internal Environment
Customer Environment
External Environment
Week 3
Goal Setting
Target Market Identification
Single Segment Targeting
Selective Targeting
Mass Market Targeting
Product Strategy
Branding
Positioning
Product Management
Revised 10/02
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Week 4
Pricing Strategy
Skimming
Prestige
Value
Competitive
ROI, Contribution Margin, Break Even
Distribution Strategy
Channel Structure
Channel Integration
Collaborative Supply Chains
Technology Disruptions
Week 5
Mid-term
IMC Strategy
Advertising (off and online)
Public Relations
Personal Selling
Social Media
Week 6
Marketing Plan Due
Customer Relationship Management
Begin Simulation
Week 7 – 8
Simulation
Review results, changes
Justification for changes
Final Exam
Assessment
Although faculty may vary slightly on percent allocation, two example assessment frameworks
are offered.
Exams
Marketing Plan
Simulation
Discussion
Revised 10/02
40%
20%
20%
20%
40%
25%
25%
10%
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