661 Marketing Online
Spring 2005
Welcome to Marketing Online!
(MGT 661 / MIS 661)
April 2005
SYLLABUS
Gary S. Lynn, Ph.D.
Associate Professor
Office Phone: 201-216-8028
Home Phone: 973-376-0295*
Cell Phone: 201-401-6659*
Fax Phone: 973-376-0399 (home) or 201-216-5385 (office)
E-Mail: glynn@stevens.edu
Wesley J. Howe School of Technology Management
Stevens Institute of Technology
Hoboken, New Jersey 07030
*Feel free to call me at home Monday - Thursday 8:00 AM - 10:00 PM; Friday 8:00 AM - 5:00 PM; and Sunday
10:00 AM - 8:00 PM.
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©Dr. G. S. Lynn all rights reserved
661 Marketing Online
Spring 2005
Learning doesn’t have to be painful.
The objective of this course is for you to have a
meaningful YET fun learning experience in marketing.
COURSE DESCRIPTION AND OBJECTIVE
Managers that stand out have superior skills in four areas:
1. Ability to size up problems by identifying key success factors,
2. Ability to formulate and implement strategy,
3. Ability to use analytical tools to aid in decision making, and
4. Wisdom to avoid common pitfalls of strategic management.
This course is structured to provide you with skills in the above four areas in an online
marketing context.
You will:

Learn a number of marketing concepts (e.g., Segmenting and Targeting) and be able to
use these to help you uncover and assess a variety of market problems and opportunities.

Learn how to formulate a winning strategy by positioning your product or service better –
by manipulating the 4P’s of marketing (Product, Place, Price and Promotion).

Have an opportunity to apply the concepts and techniques to real cases as well as to an
online market-based simulation so you can learn from your (and other’s) mistakes.
COURSE OVERVIEW
This course is structured around an online marketing computer simulation game called
SABRE (Strategic Allocation of Business Resources). You will be in charge of your own
company with a team of fellow students and you will compete against other student teams
during the course of the semester. You will play the game for eight (8) rounds or years. Your
goal is to win – in the context of this course, winning is measured by market share and
cumulative profits at the end of the game. The first two rounds are practice and do not count.
After the first two rounds, we will re-set the game to year one and you will have six rounds to
formulate your strategy, implement that strategy and win. A portion of your course grade will
be assessed on how well you perform in this simulated marketplace – measured by market
share and cumulative profits at the end of the game. There are several components of your
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©Dr. G. S. Lynn all rights reserved
661 Marketing Online
Spring 2005
grade, other than how you perform in the simulated competition. Your overall course grade
will be based on the following:
Grading
Weight
1) CD ROM Mastering Marketing Worksheet [1]
15%
2) SABRE Practice Debrief Presentation [2]
20%
3) Final Team Presentations [2]
30%
4) Final SABRE Team Performance (Cumulative Contribution; Market Share) [2]
20%
o 70% of your performance grade will be based on Cumulative Contribution
o 30% of your performance grade will be based on ending Market Share
5) Team Participation [1 & 2]
10%
6) 1-Page Memo: How to Improve the Class [1]
5%
Key: [1] = Individual Effort
[2] = Team Effort
EXPLANATION OF DELIVERABLES
The due date for each deliverable is shown on the page titled, “Course-at-a-Glance.”
1) CD ROM MASTERING MARKETING WORKSHEET (15%)
To help you master the concepts of marketing concepts, you should review the interactive CD
called Mastering Marketing. This CD will provide you with a foundation of marketing that will
enable you to more effectively complete in the computer simulation game (called SABRE).
While you view the CD, you can complete the Exam/Worksheet. This worksheet is “open
book” furthermore, you can discuss it with fellow students. However, if you discuss it with
others, you need to explain your contribution and their contribution (the last question on the
Worksheet). This worksheet is worth 20%
If you have trouble installing or running the CD ROM (or the videos on the CD), please contact
Prentice-Hall: 800-677-6337; follow the prompts for CD ROM installation. If you do not get
your questions answered, ask to be transferred to Ms. Cheryl Willoughby, Director of Product
Support. Please keep me in the loop so I know what problems, if any, you are experiencing.
Note: You may need to install QuickTime (included on the CD). Some corporate
firewalls may prevent access to running the videos. If this is the case, you might try
running the CD from your home.
2) SABRE PRACTICE DEBRIEF TEAM PERSENTATION (20%; 5-7 minutes)
At the completion of your two SABRE Practice Rounds, think about your strategy and resulting
performance and reflect/discuss the following questions:
o What are the critical features (Price, Speed, etc.) that customers are looking for in each
segment?
o Which segment(s) did you target? Why?
o What did you learn from your two practice rounds?
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©Dr. G. S. Lynn all rights reserved
661 Marketing Online
Spring 2005
3) FINAL SABRE TEAM PRESENTATION (30%)
This presentation is to explain the marketing strategy that your team developed and used for
SABRE. The presentation should cover the following (also see Final SABRE Presentation
Guidelines – in Appendix):
I.
II.
III.
Did you present a compelling and well thought out marketing strategy: Segmenting,
Targeting, and Positioning (4P’s)? Did you follow your strategy? Why/Why not?
What was/will be the result of your strategy – what happened/what will happen next
year (net contribution and market share in units for both markets)?
What are the five Do’s and five Don’ts for an effective marketing strategy?
Note: I love tables. So, please use tables to illustrate important data and information. Also, I
dislike adjectives and adverbs, e.g., Good, High, Low, Better, Worse. Please use actual
numbers vs. weak adjectives or adverbs.
4) FINAL SABRE TEAM PERFORMANCE (20%)
Each team will be evaluated based on their market performance weighted as follows: 70%
based on your company’s cumulative net profits at the end of the game and 30% based on
your ending market share. The top two teams will receive an “A” for this component of their
grade; the team that finished last will receive a “C” and the other teams will receive a “B.” The
rationale for this grading is that the leading two companies in a market tend to reap economies
to scale and scope – making them more profitable for the long-term.
5) FINAL TEAM PARTICIPATION (10%)
It is frustrating and de-motivating to work on a team where a minority of the team members
completes a majority of the work. Therefore, in an attempt to be held accountable, at the end
of the term, you will be asked again to assess the performance of your team members. Your
assessment should be based on their effort and contribution during the entire semester for
your team activities and team deliverables. Your Final Team Participation form is located at
the end of this document. I will email this form to you in the last week. Please complete it for
our last class and email it back to me (glynn@stevens.edu). This assignment is worth 10%.
6) 1-PAGE MEMO: HOW TO IMPROVE THE CLASS (5%)
A 1-page email will be due on the last class. The purpose of this paper is to offer suggestions
on how to improve the class for next year. If you complete this on time, you automatically
receive an A+, if not, you receive ½ letter grade for each day late.
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©Dr. G. S. Lynn all rights reserved
661 Marketing Online
Month/
Day
Class
#
April
13
1
April
20
April
27
May
4
May
11
May
18
May
25
Spring 2005
SABRE Overview & Segmenting, Targeting & Positioning
(SABRE Team Disks)
3
SABRE Practice Round #1
4
SABRE Practice Round #2
5
6
SABRE Practice Debrief Presentation
June
1) Read SABRE Student Guide
2) Read SA BRE Pre-Reading
3) Load SABRE.exe (see SABRE folder)
(Kotler: Ch. 4 & 10 )
NOTE: Order ALL SABRE Marketing
Research Reports
(Kotler: Ch. 9 & 16)
NOTE: Order ALL SABRE Marketing
Research Reports
SABRE (1) & (2)
 SABRE: Student’s Guide
 SABRE Pre-Reading
 Two Rounds of decisions in class.
Positioning: Services & Portfolio Analysis
 Cofidis, Mayo Clinic, Siegale
Case: Cofidis HBS #9-501-055
(Kotler: Ch. 15)
SABRE (3) & (4)
Two Rounds of decisions in class.
June
9
(Kotler: Ch. 19 & 20)
8
June
15
Positioning: Advertising, Promotion & Online Promotion
Video: Pepsi, Lynn, Koen
10
SABRE (5) & (6)
Two Rounds of decisions will be completed
in class. Order ALL SABRE marketing
research reports in 6 that you did in 5.
TBD
(Kotler: Ch. 22)
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%
12
In-Class Team Meetings
13
SABRE Presentations (Team)
 A: Team Participation Form (email)
CD ROM Mastering Marketing Exam – DUE
next class
CD ROM Mastering Marketing Exam DUE
15%
5-7 Min. Team Presentations
20%
1)
2)
8
11
Grade
Team Selection
1
June
22
June
27
June
29
Deliverable
Course Overview
 Syllabus, Overview of Course, Grading and Deliverables
 Tennis Exercise
 Vacation Card Sort (A: 3x5 Cards & Two Forms)
2
7
Readings/ Assignment
(Optional Kotler Readings are shown below)
Course-At-A-Glance: 661 SP05
Wed. 5:30-7:45 p.m.
Team: Turn in 1 paragraph strategy statement
and slogan
What is your company’s/product’s slogan?
None
©Dr. G. S. Lynn all rights reserved
Final SABRE Presentations (10 min.+ Q&A)

Content

Market Performance
(#1-#2 =A; 3-4=B; #5=C)
Team Participation
How to improve the class (1-page)
30%
20%
10%
5%
766 Marketing Online
Spring 2005
CLASS OVERVIEW
CLASS #1
This class sets the stage for the course. We will address why marketing is important – even if
you never plan to work in marketing. We will discuss the core concepts of marketing:
Segmenting, Targeting, and Positioning, as well as the course deliverables and grading.
CLASS #2
In this class, we will discuss Segmenting, Targeting, and Positioning and introduce the SABRE
Simulation. The simulation will help you to formulate and implement a winning market
strategy.
CLASS #3
In this class, we will run the SABRE Simulation as practice. You will meet in your teams and,
by the end of class, each team will turn in their set of decisions for how you plan to
compete and win in this marketplace.
CLASS #4
This class allows you to practice with SABRE for one more period.
CLASS #5
For this class, each team will discuss their performance on the first two SABRE practice
rounds.
CLASS #6
This class begins your formal SABRE competition. You will be competing with other student teams to see who can develop and execute the best marketing strategy. In this class,
you will complete two periods (known as years) of decisions (1-2).
CLASS #7
During this class, we will discuss positioning strategies as they pertain to services. In addition,
we will discuss portfolio strategies for developing product or service offerings.
CLASS #8
This class continues your SABRE experiential exercise. You will complete decisions for two
more periods/years (3-4).
CLASS #9
This class covers Positioning and Promotion. Here, we answer: What and when should
different advertising/promotion on- and offline tools and techniques be used?
CLASS #10
This class concludes the SABRE exercise. You will complete your final two years of decisions
(5-6).
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©Dr. G. S. Lynn all rights reserved
766 Marketing Online
Spring 2005
CLASS #11
To be determined
CLASS #12
This class is set aside for team meetings to finalize your thoughts and conclusions on your
SABRE strategy and resulting performance.
CLASS #13
During this class, your team will present its SABRE marketing strategy – plan vs. actual and
we will summarize the course.
Course Materials and Readings
There are several readings and support materials for this course. They should be on one of
your two CDs):
CD #1:
1) Mastering Marketing Interactive CD ROM
CD #2:
1) Course Syllabus/Introduction (Word)
2) Course Slides (PowerPoint)
3) SABRE Readings: 1) SABRE Student Guide and 2) SABRE Pre-Reading
4) Case: Cofidis: HBS #9-501-055
Recommended Readings
Although there is not a formal textbook required in this course, I highly recommend the
following book. For those of you who decide to purchase this book, in our course syllabus, I
have noted the relevant page numbers to provide additional insights into the course concepts.
1) Kotler, Philip, Marketing Management: Analysis, Planning, Implementation and Control,
Eleventh Edition, Prentice Hall (2003).
Other Good Resources:
1) Strauss, Judy and Raymond Frost (2002) E-Marketing 3rd edition, Prentice-Hall.
2) Mello, Sheila (2001) “Right Process, Right Product,” Research-Technology Management
(January-February), p. 52-58.
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©Dr. G. S. Lynn all rights reserved
766 Marketing Online
Spring 2005
Appendix
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©Dr. G. S. Lynn all rights reserved
766 Marketing Online
Spring 2005
Sample SABRE Summary
This assignment is due for Class #6. Your team should complete a one-paragraph summary
of you’re strategy for the next six (6) SABRE rounds.
++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++
Here is a sample summary:
Team Name: Andrews
Team Members: ____________________, _______________________, _______________
Date: _____________________
Our company will follow a low-cost provider strategy to gain market share and position
aggressively in the Late Majority and General Consumer segments. Our growth will be driven
with two types of new product introductions. The first introduction will be based on existing
platforms with low unit manufacturing costs and minor attribute changes. The other product
introduction will be based on a new platform that will be positioned to serve the Early Majority.
We will enter the Star Market in year 3 using a similar strategy.
Our slogan will be: “Building sensors with quality of the future and prices of the past.”
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©Dr. G. S. Lynn all rights reserved
766 Marketing Online
Spring 2005
Final SABRE Evaluation Form
Objective: To explain the marketing strategy that your team formulated and implemented for
SABRE. Your grade will be based on the following
Presentation: (30%)
1)
2)
3)
4)
5)
6)
Grade
Weight
Initial Strategy:
Was your strategy at to well thought out
including Segmenting, Targeting, and
Positioning?
Strategy Adjustments: Were your strategy
adjustments explained and well thought out?
Result: Were the results of your strategy
adequately explained. Why did what happen
– happen?
Future Potential: Did you accurately forecast
your Period 6 results?
o Market share
o Net contribution
Five Do’s and five Don’ts: Did you list
thoughtful Do’s and Don’ts and were they
well supported?
Were tables used to illustrate important data
and information?
OutStanding
100%
20%
20%
20%
10%
20%
10%
(Note: I love tables but dislike adjectives and adverbs,
e.g., Good, High, Low, Better, Worse. Please use
actual numbers vs. weak adjectives or adverbs.)
Overall Presentation Grade
MARKET PERFORMANCE (20%)
What was your cumulative net contribution?
70%
What was your final market share?
30%
Overall Performance Grade
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©Dr. G. S. Lynn all rights reserved
Good
90%
Fair
80%
Poor
70%
Comments
766 Marketing Online
Spring 2005
Final SABRE Presentation Guidelines
(Team)
Format



10 minutes
All Team members present
Show numbers not adjectives in tables
Content

Initial strategy
-- Did you present a compelling and well thought out marketing strategy: Segmenting,
Targeting, and Positioning (4P’s)? What was your strategy at to ?



What adjustments, if any, did you make to your strategy
What was the result of your strategy – what happened?
What are the five Do’s and five Don’ts for an effective marketing strategy (be specific)?
The Future



Future potential of the company
Recommendations to the next management team
Period 6 forecast
- Market share in units for market 1
- Market share in units for market 2
- Net contribution for period 6
Possible Presentation Structure:





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Initial Strategy: What was your strategy at to ?
Strategy Adjustments: What if any, adjustments did you make to your strategy? Why?
Result: What was the result of your strategy – what happened?
Future Potential
- Period 6 forecast (YOU WILL NOT HAVE PERIOD 6 RESULTS UNTIL AFTER YOU
PRESENT)
 Market share in units for market 1
 Market share in units for market 2
 Net contribution for period 6
Five Do’s and five Don’ts for an effective marketing strategy – include 2-3 sentences
support for each Do/Don’t.
©Dr. G. S. Lynn all rights reserved
766 Marketing Online
Spring 2005
TEAM PARTICIPATION FORM
Please complete the electronic version of this form and email it to me. It is due for our final class.
Print Your Name:
Date:
In the space below, please grade your team members based on your assessment of their effort and
contribution. Also, please grade yourself – however, your self-assessment will not be averaged into
your team-participation grade.
Student Name (please list alphabetically); then indicate the grade each should receive for each of the
following components:
A) Attendance at team meetings/conference calls
Team Members
1)
2)
3)
4)
5) Your Name:
B) Contribution during team meeting/conference calls
Team Members
1)
2)
3)
4)
5) Your Name:
C) Overall contribution during the course
Team Members
1)
2)
3)
4)
5) Your Name:
Comments
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©Dr. G. S. Lynn all rights reserved
Grade (A to F)
Grade (A to F)
Grade (A to F)