MKG440: Strategic Marketing
Credit Hours:
3
Contact Hours:
This is a 3-credit course, offered in accelerated format. This means that 16 weeks of
material is covered in 8 weeks. The exact number of hours per week that you can
expect to spend on each course will vary based upon the weekly coursework, as
well as your study style and preferences. You should plan to spend 10-25 hours per
week in each course reading material, interacting on the discussion boards, writing
papers, completing projects, and doing research.
Faculty Information
Name:
Phone:
CSU-GC Email:
Virtual Office Hours:
Course Description and Outcomes
Strategic Marketing provides students with advanced marketing theories and hands-on application of various
new opinions in the marketing field. Students learn to formulate sales and marketing decisions while considering
such factors as consumer behavior/buying patterns, marketing variables, and global marketing issues from an
integrated marketing communications perspective. The course is designed around contemporary case studies of
companies that have succeeded and that have failed in the planning or implementation of marketing strategies.
These studies are juxtaposed against and integrated with internal and external influences on a firm including
profitability and ethical decision making. Students are encouraged to apply research skills and critical thinking
learned throughout their education in discussion, essays and a final portfolio project.
Course Learning Outcomes:
1.
2.
3.
4.
Explain fundamental marketing concepts and illustrate their role in strategic planning.
Describe marketing data that support the development of an organization’s marketing strategies.
Explain buyer behavior and market segmentation.
Illustrate and explain marketing strategies that align with an organization’s mission, goals, and
objectives.
5. Explain and compare marketing strategy and implementation.
6. Appraise an organization’s strategic marketing plan and assess its strengths and weaknesses.
Participation & Attendance
Prompt and consistent attendance in your online courses is essential for your success at CSU-Global Campus.
Failure to verify your attendance within the first 7 days of this course may result in your withdrawal. If for some
reason you would like to drop a course, please contact your advisor.
Online classes have deadlines, assignments, and participation requirements just like on-campus classes. Budget
your time carefully and keep an open line of communication with your instructor. If you are having technical
problems, problems with your assignments, or other problems that are impeding your progress, let your
instructor know as soon as possible.
Course Materials
Required:
Ferrell, O. C., & Hartline, M. (2014). Marketing strategy (6th ed.). Mason, OH: South-Western Cengage Learning.
ISBN-13: 9781285073040; e-book ISBN: 9781285290027
Course Schedule
Due Dates
The Academic Week at CSU-Global begins on Monday and ends the following Sunday.
 Discussion Boards: The original post must be completed by Thursday at 12 midnight MT and Peer
Responses posted by Sunday 12 midnight MT. Late posts may not be awarded points.
 Mastery Exercises: Students may access and retake mastery exercises through the last day of class until
they achieve the scores they desire.
 Critical Thinking Activities: Assignments are due Sunday at 12 midnight MT.
Week #
Readings


1
2


Chapter 1 in Marketing Strategy
(For Discussion Question) Thomas, O. (2013, March 2).
Groupon’s new CEO must decide what business it’s really
in. Business Insider. Retrieved from
http://www.businessinsider.com/groupon-ceo-dilemma2013-3
Chapters 2 & 9 in Marketing Strategy
David, F. (1989). How companies define their mission. Long
Range Planning, 22 (1), 90-97.
Assignments



Discussion (25 points)
Mastery (10 points)
Critical Thinking (50 points)



Discussion (25 points)
Mastery (10 points)
Critical Thinking (75 points)


Chapter 3 in Marketing Strategy
O’Connell, A. (2010). Reading the public mind. Harvard
Business Review, 88(10), 27-29.





Chapter 4 in Marketing Strategy
ARAMARK Corporation. (2013). ARAMARK Corporation
SWOT Analysis, 1-9. FedEx Corporation. (2013). FedEx
Corporation SWOT Analysis, 1-9. Intuit, Inc. (2013). Intuit,
Inc. SWOT Analysis, 1-8.
Chapters 5 & 10 in Marketing Strategy
Crosby, L. A., Gronroos, C., & Johnson, S. L. (2002). Who
moved my value? Marketing Management, 11(5), 10-11



3
4


5


Chapter 6 in Marketing Strategy
Keller, E., & Fay, B. (2012). Word of mouth advocacy.
Journal of Advertising Research, 52(4)459-464.


Chapter 7 in Marketing Strategy
Kohli, C., Thoma, S., & Suri, R. (2013). Are you in good
hands? Slogan recall: What really matters. Journal of
Advertising Research, 53(1), 31-42.



Discussion (25 points)
Mastery (10 points)
Critical Thinking (75 points)
Discussion (25 points)
Mastery (10 points)
Portfolio Milestone
Requirement (worth 25
points in final portfolio
score
Discussion (25 points)
Mastery (10 points)
Critical Thinking (75 points)
Chapter 8 in Marketing Strategy
Slaper, T. F., & Hall, T. J. (2011). The triple bottom line:
What is it and how does it work? Indiana Business Review,
86(1), 4-8.



Discussion (25 points)
Mastery (20 points)
Portfolio (350 points)
6
7



8






Discussion (25 points)
Mastery (10 points)
Portfolio Milestone
requirement (worth 25
points in final portfolio
score)
Discussion (25 points)
Mastery (20 points)
Critical Thinking (75 points)
Assignment Details
This course includes the following assignments/projects:
Module 1
Critical Thinking: The Relevance of Marketing Strategy for Social Networking Sites (50 points)
A sound marketing strategy is vital to the success of an organization in today’s rapidly changing business climate. In
this critical thinking assignment, you will compare and contrast the overall marketing strategies of MySpace and
Facebook.
Using the information learned in Chapter 1, answer the following questions in a 2 - 3 page paper supported by at
least two scholarly references and two additional credible sources from the CSU-Global Library:
(1) What were the specific strategies MySpace and Facebook employed to build successful social network sites
(SNS)?
(2) Why do you believe Facebook became the leading SNS in the world and enjoyed the largest valuation in history
for a newly listed public company? Why was MySpace, founded in 2003, overtaken by Facebook in 2008? Provide
concrete examples.
Your paper should follow CSU-Global guidelines for APA style, and be clear, concise, and demonstrate knowledge
of the concepts presented in this module and course.
Module 2
Critical Thinking: Illustrate and Appraise a Changed Marketing Strategy (75 points)
Find a recent (published in the past six months) news article about a company that successfully changed its
marketing strategy in the CSU-Global Library. In a 2 - 3 page paper supported by at least one scholarly journal,
address the following.
1.
2.
3.
What were the reasons for the marketing strategy change?
How did the organization approach the development and implementation of the change?
Do you believe the change was successfully implemented? Back up your answer with statistics from the
company’s performance or with reviews about the company in the news or trade press.
Your paper should follow CSU-Global guidelines for APA style, and be clear, concise, and demonstrate knowledge
of the concepts presented in this module.
Module 3
Portfolio Milestone (worth 25 points in the final Portfolio Project score of 350)
Your Portfolio Project assignment is to prepare a well written, 8 - 10 page case study of a company utilizing
concepts learned in the course as a basis for your analysis.
This week, you will turn in the name of the company you have selected for your case study, along with an
explanation of why you chose the company and what your specific focus will be in your analysis. Your final project
is due at the end of Week 8.
NOTE: While this preliminary requirement is not being assigned points in this week, it is worth 25 points in your
overall Portfolio Project score of 350 points.
Your paper should follow CSU-Global guidelines for APA style, and be clear, concise, and demonstrate knowledge
of the concepts presented in this module and course.
Module 4
Critical Thinking: SWOT-Driven Strategic Planning (75 points)
SWOT analysis is a comprehensive tool that helps managers develop a strategic focus for an organization’s
marketing efforts.
Using the information learned this week, generate a SWOT analysis on Southwest Airlines (NYSE:LUV), using its
latest publicly available information along with research on the company’s strategic position as a low-cost airline.
In a well-written 2 – 3-page paper supported by at least one scholarly journal and two additional sources found in
the CSU-Global Library, you will:
(1) Provide a brief summary of Southwest’s history.
(2) Describe its strengths, weaknesses, opportunities, and threats, using specific examples and references.
(3) Include a Southwest Airline video as an example of its strategic focus.
Your paper should follow CSU-Global guidelines for APA style, and be clear, concise, and demonstrate knowledge
of the concepts presented in this module.
Module 5
Critical Thinking: Managing Customer Relationships (75 points)
Delivering good value to customers requires that firms use CRM strategies to effectively manage relationships with
customers, employees, supply chain partners, and external stakeholders.
In a well-written, 2 - 3 page paper, explain why it is important for companies to shift their emphasis from acquiring
customers to maintaining customers. Include these points in your discussion:
1. The financial implications of replacing rather than keeping customers.
2. The good will associated with having long-term relationships with all stakeholders.
3. Examples of companies that you believe use CRM well. Explain why you think so.
Your paper should follow CSU-Global guidelines for APA style, and be clear, concise, and demonstrate knowledge
of the concepts presented in this module.
Module 6
Portfolio Milestone (worth 25 points in the final Portfolio project score of 350)
Your Portfolio Project assignment is to prepare a well written, 8 - 10 page case study of a company utilizing
concepts learned in the course as a basis for your analysis.
This week, you will turn in an outline of the portfolio project case study paper. Your final project is due at the
end of Week 8.
NOTE: While this preliminary requirement is not being assigned points in this week, it is worth 25 points in
your overall Portfolio Project score of 350 points.
Your paper should follow CSU-Global guidelines for APA style, and be clear, concise, and demonstrate
knowledge of the concepts presented in this module and course.
Module 7
Critical Thinking: The Making of a Successful Brand (75 pts)
Select one of the world’s most valuable brands from “The World’s Twenty-Five Most Valuable Brands.”
In a well-written 2 - 3 page paper supported by at least one scholarly reference found in the CSU-Global Library,
the company's Annual Report, and two other credible sources (news media or trade press, for example), assess the
brand's value.
1. How did the brand develop its brand value?
2. Discuss the company's brand loyalty, including brand recognition, performance, and insistence.
3. How has the brand employed social media in its communication mix?
Provide specific examples. Your paper should follow CSU-Global guidelines for APA style, and be clear, concise, and
demonstrate knowledge of the concepts presented in this module.
Module 8
Portfolio Project (350 Points)
You have chosen a company to analyze and turned in an outline. Now it is time to prepare a well written, 8 - 10
page case study of a company utilizing concepts learned in the course as a basis for your analysis.
Your case study must include the following elements:
1. Introduction –Provide here the basic data about the company, including information about the founder, type of
business or industry, corporate structure, and size.
2. Explain the company’s mission, goals, and corporate strategy.
3. Provide a situational analysis--include a summary of the company’s history and growth and its position relative
to its competition in the industry.
4. Perform a SWOT analysis of the company.
5. Provide the outcome of the company's current business strategy.
6. Assess the company and provide your outlook and recommendations for the company’s future growth.
Your case study should demonstrate thoughtful consideration of the concepts presented in the course and your
ability to analyze and appraise an organization’s strategic marketing concisely. It should reflect scholarly writing,
cite a minimum of five peer-reviewed sources found in the CSU-Global Library and be formatted according to CSUGlobal guidelines for APA Style.
Course Policies
Late Work
Students are permitted a 7 day grace period during which they may submit a Critical Thinking assignment after
the original due date without penalty. Papers submitted between 8 and 14 days after the original due date will
be accepted with a potential 10 percent reduction in grade for late submission. Papers submitted 15 or more
days beyond the original due date may not be accepted unless prior arrangements have been made with the
instructor. No Portfolios will be accepted late and no assignments will be accepted after the last day of class
unless a student has requested an incomplete grade in accordance with the Incomplete Policy.
Course Grading
20% Discussion Participation
10% Mastery Exercises
35% Critical Thinking Activities
35% Final Portfolio Paper
Grading Scale and Policies
A
95.0 – 100
A-
90.0 – 94.9
B+
86.7 – 89.9
B
83.3 – 86.6
B-
80.0 – 83.2
C+
75.0 – 79.9
C
70.0 – 74.9
D
60.0 – 69.9
F
59.9 or below
FN*
Failure for Nonparticipation
I**
Incomplete
* Students who stop attending class and fail the course for nonparticipation will be issued the “FN” grade. The FN grade may have
implications for financial aid and scholarship awards.
** An “I” grade may be assigned at the Instructor’s discretion to students who are in good standing (passing) in the course. Students
should have completed a majority of the coursework in order to be eligible for the “I” grade. Students should request an "I" grade from
the Instructor with a written justification, which must include explanation of extenuating circumstances that prevented timely
completion of the coursework. If the request is approved, the Instructor will require a written agreement consisting of a) the specific
coursework to be completed, b) the plan to complete the coursework, and c) the deadline for completion. The agreement will be kept on
file at CSU-Global Campus. An incomplete course must be satisfactorily completed within the time frame stipulated in the agreement, but
no later than the end of the following semester from the date the “I” was given. An incomplete not removed within one year shall
convert to an F and be included in the computation of the student’s grade point average.
Academic Integrity
Students must assume responsibility for maintaining honesty in all work submitted for credit and in any other
work designated by the instructor of the course. Academic dishonesty includes cheating,
plagiarism, unauthorized possession of academic materials, and falsification. The Student Handbook
provides information on how students can avoid plagiarism by understanding what it is and how to use library
and internet resources appropriately with proper citation. Please refer to the Academic Catalog for complete
policies regarding plagiarism and academic dishonesty.
APA
Students are expected to follow the CSU-Global APA requirements when citing in APA (based on the APA Style
Manual, 6th edition). For details on CSU-Global APA style, please review the APA resources located under the
Library tab in Blackboard.
Netiquette
All posts and classroom communication must be conducted in a professional and respectful manner in
accordance with the student code of conduct. Think before you push the Send button. Did you say just what you
meant? How will the person on the other end read the words?
Any derogatory or inappropriate comments regarding race, gender, age, religion, sexual orientation, are
unacceptable and subject to disciplinary action.
If you have concerns about something that has been said, please let your instructor know.
Institutional Policies
Refer to the Academic Catalog for comprehensive documentation of CSU-GC institutional policies.