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BADM 652-7D3: Marketing Strategy
(Fall 2015)
INSTRUCTOR:
PHONE:
E-MAIL:
OFFICE:
OFFICE HOURS:
CLASS:
Michael F. Walsh, PhD
412-496-9697
michael.walsh@mail.wvu.edu
201 B&E
Tuesday and Thursday 9-10 AM
Tuesday 4:00-6:50 PM @ Pratt & Whitney
GENERAL COURSE INFORMATION
Course Description: This course provides you with an overview of the marketing discipline and applies/extends
this understanding through several class assignments and case analysis. Specific emphasis is placed on gaining
an understanding of marketing strategy, consumer behavior, market segmentation and product positioning, product
planning, promotion, distribution and pricing. Primary emphasis is placed on developing an understanding of central
marketing concepts and applying them to “real world” problems.
Class Objectives
Upon completing this course, the student will be able to:
1. Identify and use marketing concepts to facilitate exchange
2. Identify and describe the key components of a marketing strategy given a particular situation.
3. Demonstrate the market segmentation process and describe the bases for segmenting business and
consumer markets, selecting target markets and positioning strategies
4. Examine a marketing practice from several ethical perspectives.
5. Evaluate marketing estimates/forecasts.
6. Detail the important components of a customer service and customer satisfaction program using
consumer behavior principles.
7. Describe the basic differences in product vs. services marketing.
8. Recognize the common channel structures and strategies, and the factors that influence their choice.
9. Identify the key pricing decisions to the individual firm and contrast individual pricing strategies
10. Explain the roles, goals and tasks of promotion
Class Format:
Class will include a combination of lecture, discussion, exercises and case analyses.
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REQUIRED MATERIALS
1. The Marketing Plan Handbook, 5th edition, Marian Burk Wood. ISBN-13: 978-0-13-307835-0
2. Case Analysis - Harvard Business School Cases – Cases can be purchase as a packet from Harvard Business
School for $23.80. You can access/pay for the materials at: https://cb.hbsp.harvard.edu/cbmp/access/38038257
(Note: you do NOT need to purchase the “optional” materials they are put there by Harvard. Just ignore.
3. Class Readings – Material is available in a reading file for each module posted on eCampus. Please read
before the assigned clas. These readings go into much greater detail than the text does; however, the text was
chosen because it provides an overview of the topics without being too expensive (e.g., one of the texts I was
considering is $224).
4. Class Slides – please go to eCampus for each module’s slides
STUDENT RESPONSIBILITIES
Attendance:
I will take attendance each class. If you are not present at the time I take role, and have not discuss your absence
ahead of time, then you will be counted absent. 8 percentage points will be deducted from your final class percent for
each class that is missed
Exercises, Participation and Late Assignments:
The student is expected to read all assigned materials prior to class. There are several in-class and out-of-class
exercises applying the material. Because this is a condensed and fast-paced class, no late assignments can be
accepted. If there are extenuating circumstances, the student (group) must make special arrangement with me prior
to the due date of the assignment
It is the student’s responsibility to submit professional homework assignments and papers. The quality expected is
standard business quality (i.e., typed, no spelling or grammatical errors, logical).
The student is also expected to fully participate as a group member on the case analysis. A peer evaluation will be
completed at the end of the semester and WILL impact individual grades on the team projects (more later)
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Class Conduct:
Students are expected to behave professionally which at a minimum means:
1) Be on time for class.
2) Do not engage in disruptive behavior (including but not limited to private conversations, IM’ing, texting,
and surfing the web).
3) Submit all assignments at the beginning of the class for which they are assigned.
GRADING POLICY
Final course grades will be assigned to each student at the end of the semester based on performance on the
following assignments:
Determination of Grades:
Minimum of:
Points
Exams (2)
400
Case Analysis (5)
500
Class homework
100
TOTAL:
1000
Grading Scale:
Grades will NOT be curved or rounded!!!
A = 90% to 100%
B = 80.0 % to 89.9%
C = 70.0% to 79.9%
D = 60.0% to 69.9%
F = 59.9% and below
Explanation of Each Component:
Exams
Two take home exam will be given worth 200 points each. Material for the exams will be taken from the text,
lecture, and exercises.
Case Analysis
Five cases will be assigned for outside reading. Everyone should come prepared to discuss the cases. Cases done in
you preassigned team. Each team is expected to submit a write up answering the case questions. Case questions
are supplied at the end of the syllabus. 10% of the grade is for participation on the team assignments.
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Assignments
Each module has an assignment (sometimes more) associated with it that will help you apply the material
in the module (Total 100 points). All assignments will be given a point value prior to the due date.
MISCELLANEOUS INFORMATION
Academic Dishonesty:
The integrity of the classes offered by any academic institution solidifies the foundation of its mission and cannot
be sacrificed to expediency, ignorance, or blatant fraud. Therefore, I will enforce rigorous standards of
academic integrity in all aspects and assignments of this course.
For the detailed policy of West Virginia University regarding the definitions of acts considered to fall under
academic dishonesty and possible ensuing sanctions, please see the Student Conduct Code at
http://studentlife.wvu.edu/office_of_student_conduct/student_conduct_code. Should you have any
questions about possibly improper research citations or references, or any other activity that may be interpreted
as an attempt at academic dishonesty, please see me before the assignment is due to discuss the matter.
A Note on Plagiarism:
Plagiarism is using or attempting to pass off the ideas or writings of another as your own.
If you have any doubts about what constitutes plagiarism, here are a few resources:
Purdue University: http://owl.english.purdue.edu/handouts/research/r_plagiar.html
University of Toronto: http://www.writing.utoronto.ca/advice/using-sources/how-not-to-plagiarize.
Indiana University: http://www.indiana.edu/~wts/wts/plagiarism.html
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Inclusivity Statement:
The West Virginia University community is committed to creating and fostering a positive learning and
working environment based on open communication, mutual respect, and inclusion. If you are a person with a
disability and anticipate needing any type of accommodation in order to participate in this class, please advise
me and make appropriate arrangements with the Office of Disability Services (293-6700). For more
information on West Virginia University's Diversity, Equity, and Inclusion initiatives, please see
http://diversity.wvu.edu.
CLASS SCHEDULE
Listed below is a tentative day-by-day schedule of the course content that we will be discussing. Please review the
material BEFORE the day that we will be discussing it. The instructor may need to change the schedule as she
sees fit. All changes will be announced in class.
Class Cancelations:
If the University decides to close, cancel, or delay classes, an announcement is posted immediately on various
websites, including www.wvu.edu and MIX.
If I need to cancel classes, I will email you through your mix accounts and have a notice posted on the classroom
door.
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TENTATIVE CLASS SCHEDULE
Note that this is a living document and is subject to change. Please check
eCampus regularly.
DATE
TOPIC/
LEARNING
OBJECTIVE
READINGS
ASSIGNMENT
August 18
Course overview,
introduction to
marketing
None
None
August 25
Marketing Overview
(Learning Objective
1)
Marketing Plan Handbook,
Wood, Ch 1 & 2
HOMEWORK: Purple Cow —
Due by 8/25, worth 16.5 points
Purple Cow
Marketing Management,
Mullins and Walker, Ch 1
After reading Purple Cow, answer
the following questions:
1) Identify five (5) major points
from this reading
2) Identify two existing products
or services in the marketplace
which you believe have a Purple
Cow. Clearly identify the Purple
Cow.
Strategy in Depth
(LO 2)
Marketing Plan Handbook,
Wood, Ch 5
Marketing Management,
Mullins and Walker, Ch 2
Blue Ocean Strategy, Kim
and Mauborgn, Ch 1 & 2
3) Give your own example of a
Purple Cow for the company
where you work. You should
develop this on your own—it
should not be anything that
currently exists.
Upload and bring assignment
to class.
Select two products from the same
product category that are targeted
to different market segments.
Write and submit a summary
regarding the implications of the
market segments on marketing
strategy - Due on 8/27, worth 17.5
points.
Upload and bring assignment to
class.
Sep 1
Segmentation,
Targeting and
Positioning
(LO 3)
Wood Ch 3 & 4
Marketing Management,
Kotler and Keller, Ch 8
HBR Case: Strategic
Inflection: TiVO in 2005
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CASE ANALYSIS: Read and
Prepare “TiVo Case” Prepare
responses to the following
questions—Due on 9/1, worth 100
points (90 points for content; 10
points participation):
1.
2.
3.
4.
Analyze the situation from the
consumer’s standpoint. What is
TiVo? What factors facilitate its
adoption? What factors make
adoption difficult? Who is TiVo
best suited for?
Now adopt the standpoint of the
networks, the advertisers and the
cable/satellite companies: What
do they want TiVo to be? What is
TiVo’s competition?
What factors should influence the
positioning of TiVo?
Regarding the strategic
alternatives, what is your
assessment/recommendation?
Submit your responses to the ecampus drop box before 6 PM on
Sept. 30
Grading scale for case analyses:
 0% = did not complete or the
assignment is more than 48 hours
late
 50%= work shows lack of
attention to the assignment OR the
assignment is less than 48 hours
late.
 85%=responses show basic
understanding of case issues,
application of marketing
theory/concepts. Responses are
“correct” given case details but
are not complete.
 100%= Full and complete answer.
Note: actual grades will range from 0100%. The above detail is designed to
give you a sense of the grading criteria.
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Section I: Marketing
Ethics
(LO 4)
Ferrell, et al. Ch 3
Market-Based Management,
Section II: Budgeting Best, Ch 3.
and Forecasting
Marketing Management,
(LO 5)
Kotler and Keller, Ch 4
Sep 8
Buyer Behavior &
The Customer:
Satisfaction
Measurement
(LO 6)
Marketing Management,
Kotler and Keller, Ch 6 then
5.
HOMEWORK:
Due by 9/3, worth 16.5 points
Psychological pricing that
attempts to influence a customer's
perception of price to make a
product's price more attractive.
From your perspective, is
psychological pricing ethical?
Are there limits or boundaries
that marketers should consider in
using psychological pricing?
Prepare a one page response to
the above questions.
HOMEWORK: Read “Making
the Most of Customer
Complaints” Due on 9/8, worth
40 points
Answer the following:
1. What are the most
common complaints where
you work?
2. What is the standard
procedure for handling
complaints where you
work?
3. Based on this article, what
would you recommend
your place of employment
do to improve the way it
handles complaints?
Bring assignment to class.
Product and Service
Issues
(LO 7)
Wood Ch 6
HBR Case: Heineken N.V.:
Global Branding and
Advertising
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CASE ANALYSIS: Read and
Prepare “Heineken Case” Prepare
responses to the following
questions—Due on 9/8, worth 100
points (90 points for content; 10
points participation):
1. What are Heineken’s strengths
and weaknesses? Is Heineken a
global brand?
2. Evaluate the research. What has
been learned?
3. What are the challenges is
developing the Heineken brand
throughout the world? Describe
how you might approach the
worldwide marketing of the
brand recognizing a “one size fits
all” doesn’t work.
4. What should be the role of
Heineken’s headquarters in
shaping the marketing of the
brand worldwide?
Submit your responses to the e-campus
drop box before 6 PM on 9/8.
Exam
posted on
Sept 10
EXAM 1
TAKE HOME EXAM – DUE BY
11:59pm on SEPT 13.Upload to
ecampus
Sept 15
Wood Chapter 7 & 8
Pricing and
Distribution Refresher
(LO 8)
Homework: Submit an article
from the WSJ or
other business press which deals
with antitrust issues (price fixing,
mergers, price discrimination…)
and summarize the article.
Please submit a copy of the
article as well as the summary
Due on 9/15, worth 16.5 points
Bring assignment to class.
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Sep 22y
CASE ANALYSIS
(LO 8)
HBR Case: Soren Chemical: CASE ANALYSIS: Read and
Why is the New Swimming Prepare “Soren Chemical”
Pool Product Sinking?
1. What is the addressable market size
for Coracle? Is the first year goal of
$1.5 Million sales reasonable?
2. While is Soren Chemical struggling to
sell Coracle? What are the implications
of the channel structure for pool
chemicals?
3. What action plan do you recommend
for Coracle?
4. Should Coracle adopt a “push” or
“pull” strategy?
Due 9/22, worth 100 points (90 points
for content; 10 points. participation).
Upload paper to ecampus
CASE ANALYSIS
(LO 8)
HBR Case: Virgin Mobile
USA: Pricing for the Very
First Time
CASE ANALYSIS: Read and
Prepare “Virgin Mobile”
1.
2.
Given Virgin Mobile’s target market
(14 to 24-year-olds), how should it
structure its pricing? The case lays
out three pricing options. Which
option would you choose and why? In
designing your pricing plan, be as
specific as possible with respect to the
various elements under consideration
(e.g., contracts, the size of the
subsidies, hidden fees, average perminute charges, etc.).
How confident are you that the plan
you have designed will be profitable?
Provide evidence of the financial
viability of your pricing strategy.
Due 9/22, worth 100 points (90 points
for content; 10 points participation).
Upload your paper to ecampus
Sep 29
Tuesday
Refresher on
Promotion
(LO 9)
Wood Ch 9
CASE ANALYSIS
HBR Case: Mountain Dew:
Selecting New Creative
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CASE ANALYSIS: Mountain Dew
Case
You are Scott Moffitt. What criteria
do you use in your decision
regarding recommended ad
campaign? Which campaign do
you recommend? Why?
Due on 3/29, worth 100 points
(90 points for content; 10 points
participation). Upload paper to
ecampus
Exam
posted on
October
1
EXAM 2
TAKE HOME EXAM – DUE BY
11:59pm on O c t o b e r 6 .
Upload to ecampus
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BADM 652
Team Member Evaluation
Your Name:
NAME OF TEAM MEMBER (excluding you)*
1.
2.
3.
4.
5.
*
NOTE DO NOT EVALUATE YOURSELF
**
Evaluation is based on a maximum of 100% and a minimum of zero% (0) for each individual member based
upon your judgement and evaluation of that individuals input and group workload. Each group member will
be awarded his/her average evaluation percentage in terms of points earned on projects which are determined
by the evaluation results of all members of your group. The group members will not receive a grade for the
group project being evaluated until all peer evaluations are completed and submitted to the instructor
on NOVEMBER 1, 2014
*** If each group member did not receive the maximum percentage (100%) briefly explain
why in the space provided below.
SIGNATURE:
DATE: