MBA 840
GBUS 840
Strategic Marketing
Winter Term 2013
Tuesday 7:00 – 9:45 p.m.
Class Room #: ED 514
Instructor:
Section:
E-mail:
Maggie Austring
001
maggie.austring@uregina.ca
Special Needs
If there is any student in this course who, because of disability, may have a need for special accommodations,
please come and discuss this with me, as well as contact the Coordinator of Special Needs Services at 585-4631.
Office Hours
The instructor is available after each class. You can also reach the instructor by email.
Course Textbook
(1)
(2)
Cravens, David & Nigel (2013). Strategic Marketing, 10th edition. McGraw-Hill Irwin.
Aaker, David (2011). Strategic Market Management, 9th edition, Wiley.
Course Description
To assist the student in developing skills in the creative and systematic use of marketing concepts and strategies
in the design and evaluation of strategic plans. The strategic role of marketing within an organization and its
Instructor: Maggie Austring
Strategic Marketing – GBUS840
Page 1
integration with other functional units will be studied. Students are expected to develop a working knowledge of
strategic marketing planning processes, concepts, methods, and strategies.
Course objectives
This course focuses on the development, implementation, and evaluation of marketing strategies for both new
and established products/services. The objective of this course is to assist the student in developing skills in the
creative and systematic use of marketing concepts, methods, and strategies in the design and evaluation of
strategic plans. In support of this objective, students are expected to:
(1)
(2)
(2)
Develop a working knowledge of a family of strategic marketing planning processes, concepts, methods,
and strategies,
Be able to apply this knowledge to practical problems in an informed and creative manner, and
Prepare and present persuasive presentations and a written comprehensive marketing plan for a
Saskatchewan company.
Tentative Course Format
The teaching methodology in this course will consist of:
(1)
(2)
(3)
Assigned Readings - drawn from the text and outside sources. All students are expected to
have read all assigned readings prior to each session.
Lectures - designed to clarify strategic marketing planning processes, concepts, methods, and
strategies.
Contributory Learning – each member in the class is expected to actively contribute to the
learning of their peers by participating in class, sharing interesting and relevant ideas and
thoughts with the class/instructor and by completing assignments as assigned.
Evaluation
The course grading will be weighted by the following criteria:
1)
2)
3)
4)
5)
6)
Instructor: Maggie Austring
Classroom Contribution
Individual - Marketing Article
Presentation
Mid-Term
Group - Presentations (2)
Group - Comprehensive
Marketing Plan (Written Report)
Final examination
TOTAL:
13%
5%
12%
20%
25%
25%
100%
Strategic Marketing – GBUS840
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Class participation-13%
The text book is the primary basis of class discussion. Students are expected to read all the required materials
before coming to class. Knowledge of the reading will improve your understanding of the lecture or discussion.
Class participation will be observed and recorded.
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All students are required to have a name card displayed during EACH class
You are expected to attend every class and to arrive to class prior to the start time
If you miss 3 classes, you will not be allowed to write the final exam. Therefore, you are allowed to miss
up to 2 classes only.
Family/winter vacation is not a valid reason for missing a midterm exam, final exam, group presentation,
or any classes.
If you miss classes for any reasons, you will miss participation marks
Participation mark for each class range is 1% of your grade.
Please note that attendance does not equal participation. As participation is worth 1% for a class,
attendance would be worth 0.5% and the actual participation would be worth 0.5%.
A contribution consists of making observations, asking key questions, citing relevant examples, offering an
alternate viewpoint, and providing other leadership in class.
Important Information to Know:
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No makeup Mid-Term exam (March 5th)
No makeup Final exam (April 16th, 7pm)
Email me at maggie.austring@uregina.ca , not on URCourses please
Please post ALL your questions in URCourses. I also encourage you to answer other classmates’ questions.
You will be held responsible for all reading whether or not we discuss it and all information discussed in
class, handouts and remarks of guest speakers.
Want to talk to me? I am available after each class.
Instructor: Maggie Austring
Strategic Marketing – GBUS840
Page 3
Marketing Article Presentation (5 points)
Each student will be required to conduct a search in newspaper, Internet, on-line database, or other forms of
media that can be accessed by the student. The objective is to discover a “Marketing Strategy” that is relevant to
the course, not any general business subjects that are not related to the course. The articles can be Canadian or
International. At the beginning of each class, students will be given a MAXIMIUM of 5 minutes each (this is the
maximum – it may take only two minutes in some cases. Quality and relevancy are the key) to briefly discuss the
current events. You are required to present the following information:
1. Provide background
2. Identify the Marketing strategies/lessons we can learn from the article
Each student will be assigned with a presentation order number during the first class, please refer to the class
schedule for the assigned presentation date. Students that do not present or miss their presentations will not get
the 5%.
Instructor: Maggie Austring
Strategic Marketing – GBUS840
Page 4
Group Project - Comprehensive Marketing Plan
A group of students will develop a marketing plan for a company in Saskatchewan. Students are required to do
the following:
1. Two presentations (10% each. Maximum 35 mins each). Groups will obtain feedback from the instructor
on the presentation date and develop the final written comprehensive marketing plan.
For the presentation, you don’t have to submit a hand-written paper, but you must submit a list of APA
references to demonstrate the extent of the research conducted for the presentation. 10 marks will be
allocated for each presentation. Final mark allocation for each student is dependent on how he/she is
being evaluated by his/her fellow group members. See the peer evaluation grid on P.9.
2. A formal written comprehensive marketing plan. (25%) – due April 9th, 2013 at the beginning of class.
Late reports will NOT be accepted.
Final mark allocation for each student is dependent on how he/she is being evaluated by his/her fellow
group members. See the peer evaluation grid on P.7.
IMPORTANT:
Please note that the comprehensive marketing plan will require extensive research and effort. It is advisable to
start the project earlier and frequently work on it throughout the semester.
Instructor: Maggie Austring
Strategic Marketing – GBUS840
Page 5
Presentation & Comprehensive Marketing Plan Outline
(Tentative – subject to change)
For the comprehensive marketing plan, you need to add a maximum 2 page executive summary here.
1. Presentation 1 (10%):
A. External Analysis
o Market Analysis
 Industry characteristics
 Industry trend
 Estimate market size
 Market growth potential
o Environmental Analysis
 Technology trend
 Government/Regulatory/Economic trends
 Consumer trends
o Competitive Analysis (**see PPT 4 for details**)
 Who are the competitions?
 What are they doing?
 What are their market shares?
 How do successful competitors differ from the lesser?
 How do they position themselves in the market?
 What are their 4 Ps?
 What is their sales pitch?
 What are their strengths and weaknesses?
B. Internal Analysis
o Identify:
 Company’s goals & objectives
 Capabilities & Constraints
 Strengths & weaknesses
o Performance Analysis
 Financial Performance Measure - Product Portfolio & Sales
 Nonfinancial performance measures - Customer satisfaction/loyalty,
product/service quality, brand image, employee capability and performance...etc.
C. Strategic Analysis Outputs
o SWOT Analysis
 The company’s internal attributes present strengths and weaknesses
 The external environment presents opportunities and threats
o Market Opportunity Analysis
 Market penetration/market development/product development/diversification
 Market attractiveness & challenges
Instructor: Maggie Austring
Strategic Marketing – GBUS840
Page 6
D. Conclusion
o What’s your decision on the Marketing Opportunity Analysis?
o How can this strategy give you a competitive advantage? Support it with a sound & logical
explanation
o Identify potential problems, constraints, and uncertainties
o Provide all other information necessary to support your decision
2. Presentation 2 (10%):
E. Marketing Goals & Objectives
F. Market Segmentation & Target Marketing
o Segmentation Analysis (4 bases of segmentation)
o Narrow the target. Select the targets.
o Target Market Description
o Benefits sought from the target segment(s)
G. Brand Positioning Strategy
o Describe the company’s brand equity (awareness, equity, and associations)?
o Describe the company’s brand identity (how does the company want consumers to
perceive its brands?)
o Describe the company’s brand image (how is its brand actually being perceived)?
o How will the company close the gap between its brand identity and brand image?
o Perceptual Map (show current and desired positioning on map among competition)
H. Value Proposition
I. Marketing Mix Strategy
o Discuss the differentiation strategy
o Discuss why the 4Ps strategy was selected
o Explain the 4 Ps strategy
J. Marketing Forecast & Budget (short & long term projections) & Break-Even Analysis
K. Marketing Plan Performance Measure
L. Potential Problems and Challenges
M. Strategic Marketing Plan Conclusion (summarize all of the above)
For the comprehensive marketing plan, you need to add Appendix (calculations of market share, market size,
revenue, expenses, break-even analysis…etc) and APA reference here.
Instructor: Maggie Austring
Strategic Marketing – GBUS840
Page 7
GBUS840
Evaluation of student presentations
Date:___________
Company & Product Name:________________________________________________________
Names of Presenter:______________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
Using a scale of 1 to 5 (5= excellent 1= poor), rate the group as a whole for the following items by circling the
appropriate number:
Presentation contained a good introduction,
body, and conclusion. Students were evenly
presenting the materials among team members
1
2
3
4
5
Students demonstrated and applied proper
strategic marketing knowledge
1
2
3
4
5
Students demonstrated dynamic market research
and analysis on the subject matter
1
2
3
4
5
1
2
3
4
5
Important:
Students presented with good business logic and
reasoning
TOTAL
Instructor: Maggie Austring
Strategic Marketing – GBUS840
/20
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GBUS 840 - Peer Evaluation Form
(Each group member has to submit this form in person before your Presentation, Hard copy only.)
Please Circle:
Presentation 1 /
Presentation 2/
Comprehensive Marketing Plan
.
Your Name:_________________________________________________________________________
Company Name:______________________________________________________________________
This peer evaluation should rate each member’s contributions to the project. To complete the form, you are
asked to estimate the percentage each group member contributed to the completion of each presentation. You
are asked to estimate the percentage contribution of each group member.
Group member names (including yourself)
Time/Effort/Contribution (%)
1.
2.
3.
4.
5.
6.
7.
Be sure this sums = 100%
If there are any major discrepancies in the table above: You must explain your reasons for making any
significantly uneven allocations in the space below.
Explanation of discrepancies and/or additional individual comments (Please feel free to provide further comment
on a separate page):
Instructor: Maggie Austring
Strategic Marketing – GBUS840
Page 9
GBUS840 - CLASS SCHEDULE
(Tentative Course Outline – subject to change)
Participation
Mark (15%)
TOPIC
1 Jan
8
Course Introduction
Assign Project Group
Assign Individual Marketing Article Presentation Date
1%
Business Strategy VS Marketing Strategy
Process of Creating an Effective Marketing Strategy
Project Details
2 Jan
15
1.
2.
3.
4.
5.
Marketing Article Presentation
Marketing Article Presentation
Marketing Article Presentation
Marketing Article Presentation
Marketing Article Presentation
READING
ASSIGNMENT
DUE
PPT – Course
Introduction
W-Chapter 1
PPT 1
1%
External Analysis: Market Analysis (W-chapter 4/M-chapter 2)
Video (12mins):
C7: Understanding and reaching global consumers and
markets: CNS breathe right strips - going global
Case Study-Understanding & Working with Industry Trend:
 Retailing Trends (W-p.111-112)
Prepare
case study
BEFORE
class
W-Chapter
3,4,5
M-Chapter 2
PPT 2,3,4
External Analysis: Environment Analysis (W-chapter 5)
Video (9mins) – (related to technology & customer trend):
C3: Scanning the marketing environment:
Geek Squad - a new business for a new environment
Video (8mins) – (related to customer trend/preferences &
Segmentation):
C5: Understanding consumer behaviour:
Best Buy – using customer centricity to connect with
consumers
External Analysis: Competitor Analysis (W-chapter 3/M-chapter 2)
Instructor: Maggie Austring
Strategic Marketing – GBUS840
Page 10
3 Jan
22
6. Marketing Article Presentation
7. Marketing Article Presentation
8. Marketing Article Presentation
9. Marketing Article Presentation
10. Marketing Article Presentation
1%
Company
Name
submission
Prepare
case study
BEFORE
class
External Analysis: Competitor Analysis (W-chapter 3/M-chapter 2)
Case Study-Competing Against the Industry Giant:
 Competing Against Wal-Mart (W-p.294-298)
Skip the “Wegmans” section on p.297
W-Chapter 6
PPT 4,5
Internal Analysis
Strategic Analysis Output
Review Presentation 1 Content
4 Jan
29
11. Marketing Article Presentation
12. Marketing Article Presentation
13. Marketing Article Presentation
14. Marketing Article Presentation
15. Marketing Article Presentation
1%
Research Class
5 Feb 5
6 Feb
12
7 Feb
19
8 Feb
26
Group presentation 1
Group presentation 1
1%
1%
No Class
16. Marketing Article Presentation
17. Marketing Article Presentation
18. Marketing Article Presentation
19. Marketing Article Presentation
20. Marketing Article Presentation
1%
Market Segmentation, Targeting, and Positioning
Video (8mins):
C9: Market segmentation, targeting, and positioning:
Prince sports Inc – tennis racquets for every segment
Exercise:
1. Auto Market – 4 bases of Segmentation
2. BestBuy Segmentation, targeting, and positioning
Instructor: Maggie Austring
Strategic Marketing – GBUS840
W-Chapter2
M-Chapter
3,6
PPT 6
Page 11
9 Mar 5
Mid term (13%)
1%
21. Marketing Article Presentation
22. Marketing Article Presentation
23. Marketing Article Presentation
24. Marketing Article Presentation
25. Marketing Article Presentation
W-Chapter 9
M-Chapter 9
PPT 7
Branding Strategy
1 Mar
0 12
Exam :
W- 1,2,3,4,5,6
M -3,6,12
PPT1,2,3,4,5,6
26. Marketing Article Presentation
27. Marketing Article Presentation
28. Marketing Article Presentation
29. Marketing Article Presentation
30. Marketing Article Presentation
1%
Prepare
case study
BEFORE
class
Branding Strategy
Case Study - Leveraging a brand asset:
Dove (W-p.291-293)
W-Chapter 8
PPT 8
Value Proposition
Strategic Marketing Mix:
Product
Video (11mins):
C11: Managing successful products and brands:
BMW – “newness” and the product life cycle
Video (9mins):
C10: Developing New Products and Services:
Activating Cleaning Solutions – Marketing a High-tech
Cleaning Gadget
M-Chapter
8,11,
PPT 9,10
Price
Video (10mins):
C13: Building the price foundation:
Washburn guitars – using break-even points to make pricing
decisions
Video (11mins):
C14: Arriving at the final price:
3M Greptile Grip Golf Glove – pricing an innovative product
Instructor: Maggie Austring
Strategic Marketing – GBUS840
Page 12
1 Mar
1 19
31. Marketing Article Presentation
32. Marketing Article Presentation
33. Marketing Article Presentation
34. Marketing Article Presentation
35. Marketing Article Presentation
1%
Strategic Marketing Mix:
Promotion
Video (9mins):
C19: Advertising, sales promotion, and public relations:
Google Inc – the right ads at the right time
Video (9mins):
Prepare
case study
BEFORE
class
M-Chapter
12,10
PPT 11,12
C22: The strategic marketing process(PLC, Promotion, Packaging):
General Mills warm delights – Indulgent, delicious, and gooey!
Place (channels)
Video (10mins):
C15: Managing marketing channels and wholesaling:
Act II microwave popcorn – the surprising channel
Video (7mins):
C16: Customer-Driven Supply Chain and Logistics
Management:
Amazon – delivering the Goods...millions of times a day
1
2
1
3
1
4
Mar
26
Apr
2
Apr
9
Apr
16
 Marketing Forecast
 Marketing Budget
Group presentation 2
1%
Group presentation 2
1%
36. Marketing Article Presentation
37. Marketing Article Presentation
38. Marketing Article Presentation
39. Marketing Article Presentation
40. Marketing Article Presentation
 Course Review and wrap up
1%
IMPORTANT:
Comprehensive
Marketing Plan
Due!
Final Exam (25%) April 16th at 7pm
Location: TBA
Instructor: Maggie Austring
Strategic Marketing – GBUS840
Page 13
Mid Term (12 Marks)
There will be one mid-term exam. The exam can be a combination of multiple-choice and short-answer formats,
and will be worth 12 percent of the course mark. You will be held responsible for all readings required whether or
not we discuss it in class, handouts and remarks of guest speakers.
If you miss the mid-term exam, no make up exam will be provided and the marks will be deferred to the final only
if a doctor note is provided, no exceptions.
Final Exam (25 Marks)
There will be one final exam. The exam can be a combination of multiple-choice, short-answer, and/or case study
formats, and will be worth 25 percent of the course mark. You will be held responsible for all readings whether or
not we discuss it in class, handouts and remarks of guest speakers.
Final exam date/time: April 16, at 7:00pm
If you miss the final exam, you will need to discuss with the Associate Dean, Ron Camp 337-2387. No exceptions.
Plagiarism
The Faculty of Business Administration of the University of Regina may punish offending students in any manner
that they deem fit. The University regards this form of cheating as a serious offence. Please consider yourself
warned.
University policy on plagiarism: http://www.uregina.ca/gradstudies/calendar/policy_univ.shtml
Instructor: Maggie Austring
Strategic Marketing – GBUS840
Page 14