Strategic Marketing Management 6661
TXWA
Fall Semester 2010
Instructor:
Stephen C. Garrott, Ph.D.
McCartha 112
Office Phone: 334-670-3151
email: sgarrott@troy.edu
Office hours: 5:00 - 5:30 PM on Wednesdays (Graduate)
Daytime office hours are posted on the office door
Other times by appointment if necessary
Text: Marketing Management, 13th Edition. Phillip Kotler, Prentice-Hall, 2009.
ISBN: 978-0-13-600998-6
Time of Class:
5:30 - 8:15 PM--Wednesday
Class Location:
GAB 302
Purpose of the Course:
To familiarize the graduate student with the operational process of marketing and
how it is integrated into the environment of the modern business entity.
Course Prerequisites: MBA 5504 or equivalent
SORRELL COLLEGE OF BUSINESS VISION STATEMENT:
Sorrell College of Business will be the first choice for higher business education students
in their quest to succeed in a dynamic and global economy. Sorrell College of Business
will create the model for 21st century business education and community service.
SORRELL COLLEGE OF BUSINESS MISSION STATEMENT:
Through operations that span the State of Alabama, the United States, and the world,
Sorrell College of Business equips our students with the knowledge, skills, abilities and
competencies to become organizational and community leaders who make a difference in
the global village and global economy. Through this endeavor, we serve students,
employers, faculty, and Troy University at large as well as the local and global
communities.
Course Objectives:
This course is concerned with the development, evaluation, and implementation
of marketing management in complex environments. The course deals primarily with an
in-depth analysis of a variety of concepts, theories, facts, analytical procedures,
technologies, and models. The course addresses strategic issues such as:
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What business should we be in?
What are our long-term objectives?
What is our sustainable marketing competitive advantage?
How should marketing resources be allocated?
What marketing opportunities and threats do we face?
What are our marketing organizational strengths and weaknesses?
What are our marketing strategic opportunities? (primary focus of the course)
Learning Objectives:
1. To develop skills in planning a wide variety of marketing management tools,
ranging from new product entry strategy to international market product life
cycle management and strategy.
2. To develop skill in organizing more effective strategic marketing and
implementing the marketing planning process.
Course Requirements:
You are expected to read the chapters and/or supporting material assigned prior to
each class.
Method of Course Assessment:
A series of chapter specific exams will be given each week relative to the
assigned chapters for the week. These exams will constitute the equivalent of one major
exam. In addition, students will be required to prepare five (5) article summaries
pertinent to the topics discussed in the areas of concentration Parts 4 - 8 (see Table of
Contents, page ix in test). The format to be used in the article summaries will be attached
to this syllabus.
A comprehensive final examination will also be given at the end of the course.
Class attendance, preparation, and involvement are all perceived by the instructor to be
important for successful completion of the course. It should be noted that the professor
reserves the right to change the parameters of the assessment process relative to the
nature and composition of the class.
Grade composition:
Chapter series exams:
Final exam
Article Summaries*
*Article Summaries
50%
40%
10%
100 points
80 points
20 points
(Point value: For each article summary received ON
TIME (total of 5) and in the correct format, a 4 point
bonus will be added allowing the student to raise their
average by 5 points (thus no grade scaling will occur).
Course Content:
The course is centered around eight primary areas of subject matter. Due to the
constraints of the semester system and the volume of material, it is impossible to address
all of the related chapters in class. However, each area will be sufficiently represented to
meet the course objectives previously stated.
The areas of concentration and chapters we will cover (or you will be responsible
for) are:
Part
1.
2.
3.
4.
5.
6.
7.
8.
Understanding Marketing Management--Chapters 1-2
Capturing Marketing Insights--Chapters 3-4
Connecting with Customers--Chapters 5-8
Building Strong Brands--Chapters 20*, 9, 10, (11-read on your own)
Shaping the Marketing Offerings--Chapters 12, 14
Delivering Value--Chapter 15
Communicating Value--Chapters 17-18-19
Creating Successful Long Term Growth--Chapter 21 (read on your own)
*Note: Chapter 20 will be discussed prior to Chapter 9
Attendance Policy:
Much of what is gained in any class is obtained through the instructor’s
interpretation and presentation of the course material. Therefore it is essential that you
attend all class sessions without exception. Missing one class meeting is comparable to
missing one full week. Therefore, attendance is mandatory. No automatic absences are
authorized. Arrangements for excused absences must be made at least 1 day prior to the
absence. However, two or more absences will constitute a failure in the class (or
preferably you just will withdraw from the class). Keep in mind that failure to attend
the first class meeting due to any reason such as flight scheduling, work, etc. constitutes a
missed day and excuses (other than University related activities) will not be accepted. If
you are officially registered on the first day of class and miss that class you will be
charged with an absence. Finally, any quiz missed will be scored at ½ the maximum point
value for that quiz. For example, if you miss a 10 point quiz you will be awarded 5
points as the make-up value which is basically an F but better than a “0”.
Classroom Administration: Students are expected to:
1. Punctually attend all scheduled classes.
2. Be responsible for all instructions and assignments given in class as well as for
the supporting textbook content.
3. Read the textbook material and before the lecture covering that material. This
leads to a better understanding of the lecture as well as the opportunity to ask
questions about material(s) in the text or review concepts/elements that were
unclear or that the student did not understand.
4. Hand in assignments on the assigned due date.
Electronic Devices:
All cell phones are to be TURNED OFF during the class. If they are in “silent” or
“vibrate” mode, they are NOT to be taken out of your purse or pocket to be checked
periodically. If your phone goes off in class, you will be asked to leave the room for
the class period and an unexcused absence will be charged. THIS IS JUST
COMMON CURTESY TO THE INSTRUCTOR AND THE OTHER MEMBERS
OF THE CLASS! None of us are so important that we cannot be out of touch during
the official class period time. In addition, no electronic translators, Blackberries, etc.
will be permitted during the administration of the “mini” chapter exams.
Exception: In order to receive emergency messages from the University or family
members, the call receipt indicator on devices must be in the vibration mode or other
unobtrusive mode of indication. Students receiving calls that they believe to be
emergency calls must answer quietly without disturbing the teaching environment. If
the call is an emergency, they must move unobtrusively and quietly from the
instructional area and notify the instructor as soon as reasonably possible. Students
who are expecting an emergency call should inform the instructor before the start of
the instructional period.
Cheating Policy:
If you are caught cheating, you will get a course grade of "F". See ORACLE:
Student Handbook, 1998-1999" pp. 56-57. Plagiarism is the act of stealing and
passing off (the ideas or words of another) as one’s own or to commit literary theft
presented as a new and original an idea or product derived from an existing source
(Webster’s New Collegiate Dictionary). Plagiarism will cause a student to get a
course grade of “F”. According to the TSU ORACLE: Student Handbook, 1998-99,
pp. 52, one definition of misconduct is: “Dishonesty, such as cheating,
plagiarism...”. The ORACLE states on pp. 56 under the Academic Code subheading that: “A student is subject to disciplinary action: #3. Where the work
affects or might affect a student’s grade, credit, or status in the university, a student
represents to be his or her own any work which is not the product of his or her own
study and efforts”. The penalty for such misconduct may be (pp. 56) “A student’s
grade in the course or on the examination affected by the misconduct may be
reduced to any extent, including a reduction to failure.” A student may be
suspended from the University for a specific or an indefinite period. p. 56-57.
ADA Policy:
The Troy University ADA Statement, is as shown below:
Troy University supports Section 504 of the Rehabilitation Act of 1973 and the
Americans with Disabilities Act of 1990, which insure that postsecondary
students with disabilities have equal access to all academic programs, physical
access to all buildings, facilities and events, and are not discriminated against on
the basis of disability. Eligible students, with appropriate documentation, will be
provided equal opportunity to demonstrate their academic skills and potential
through the provision of academic adaptations and reasonable accommodations.
Further information, including appropriate contact information, can be found at
the link for Troy University’s Office of Human Resources at
http://www.troy.edu/humanresources/ADAPolicy2003.htm
Final note: This is the only opportunity in the MBA program for the student to gain an
appreciation and understanding of the driving force of marketing. Therefore, it is
essential that you stay ahead rather than “lagging” in the reading and review of the text
and course materials.
Article Summary Outline
Strategic Marketing Management 6661
The purpose of the article summaries is to demonstrate the relationship between
marketing theory and/or concepts and current marketing practices and applications. The articles
can either support or contradict a principle/theory/concept that is presented in the text.
The articles must be from a current general business publication such as Business Week,
Fortune, Wall Street Journal, etc. Do not utilize general audience publications such as Newsweek,
Time, etc. as they tend to write more on the surface level. In addition, it is suggested that trade
publications not be utilized as their authenticity is more difficult to assess. It is also suggested that
more than one source be used in the article searches to familiarize you with different viewpoints
and applications.
Five article summaries will be required by the student relevant to the following chapters:
9, 10, 12, 14, 15, 17, 18, 19, and 20. No two articles can be from the same chapter and one
article must come from at least 4 of the 5 Parts the chapters represent (see Table of Contents,
Parts 4, 5, 6, 7. and 8). In other words, the articles are not to be restricted to one or two topical
areas. The article summaries must be typed and edited for correct grammar. They should be
single spaced and organized under the (1), (2), and (3) below. They will be collected during the
first evening of the second session unless arrangements are made in advance with the instructor.
They are not to be emailed to the instructor(s) and should be printed by the student.
Format:
(1) Name of student
(2) Chapter number, page, and brief summary (or quotation) of the premise stated by the
author of the text.
(3) Article citation: Example: “Building Your Brand”, Fortune, August 16, 2010, p. 71 76..
Note: Do not get more than one article summary out of any individual issue of the
journal, magazine, or other source you are using. Also, no more than one internet site
reference will be allowed. Basically, I want you to become exposed to the popular
business literature. Also, no article summary will be accepted with a publication date
earlier than August 1, 2010.
(4) Summation of the article with emphasis on how it relates to the principle/theory/concept
selected from the text as stated in (2).
Examples of sources:
Marketing News
Advertising Age
Marketing Management
Wall Street Journal (Marketplace)
Forbes
Fortune
Business Week
Sales & Marketing Management
Note: Avoid specialized “trade publications” and Internet cites as their verification is sometimes
difficult to ascertain. Finally, no article citation will be accepted that is older than August 1, 2009
as events in marketing change rapidly.