CHECK CARMEN FOR LATEST SYLLABUS
Fisher College of Business, The Ohio State University
BUS M&L 4203 (prev. 752): Marketing Strategy, Course Syllabus
Instructor:
Office:
Email:
Melissa Fisher
250 Fisher Hall
fisher_935@fisher.osu.edu
Classroom: TBD
Office Hours: By Appointment
URL: Carmen.osu.edu
Note: There may be additional articles or materials on Carmen or sent via email. You are
responsible for all info. regarding the topics.
SEE DISCUSSION QUESTIONS ONLINE AS A STARTING POINT
No.
Date
6/16
1
6/23
2
6/30
3
Fisher
Topic: CHECK CARMEN!!!
May change due to speaker schedules
1. Intro.
2. Speaker: Adam Kaverman (~3pm) – Target
3. Topic: Models_Frameworks (2); Repositioning
businesses (60 Min: Luxotica)
4. Barbie, BBW
5. SIGN UP FOR GROUPS! AND Tgt and class cases
6. Target Case Intro.
1. Quiz - online before class
2. Jeff Noble – Marzetti’s – Speaker
3. Topic: INTL.LV.Ikea (4); International marketing
(Huawei Video)
4. Louis Vuitton – Team 1/Class
5. IKEA Case – Team 2/Class
6. Rolex Case – Team 3/Class
7. Swatch Case – Team 4/Class
8. Target Project Work
1. Quiz - online before class
2. Topic: ADV_Ohio Art_GI Joe (3) Advertising
decision making
3. GI Joe Case (Team 1) (Team 2 Exec.)
4. Ohio Art Case (Team 2) (Team 1 Exec.)
5. Target Project Work/Meet with Melissa
6. Speaker: _Charles_???
BUS M&L 4203: Marketing Strategy, Page 1
Reading
BBW
Barbie
Case
Practice Cases:
Rolex
Swatch
Louis Vuitton
IKEA
GI Joe
Ohio Art
Summer 2013
Sign Ups
7/7
4
7/14
5
7/21
6
7/28
7
1.
2.
3.
4.
5.
6.
7.
1.
2.
3.
4.
5.
6.
7.
Quiz - online before class
Topic: BrandsIntro_(MM)_Hilton_Maria (5)
Speaker – Paul Reeder?
Maria Sharapova A&B Case (Team 3) (Team 4 Exec.)
Articles: TBD – see Carmen
Hilton Case (Team 4) (Team 3 Exec.)
Target Project Work
Quiz - online before class
Topic: Brands_Voss_Snapple (6)
??? Speaker -???
Snapple Case (Team 1) (Team 2 Exec.)
Article: Harvard Snapple, POM???
Voss Case (Team 2) (Team 1 Exec.)
Target Project Work
1.
2.
3.
4.
5.
6.
7.
TARGET PPT HARDCOPIES DUE TO MELISSA
Quiz - online before class
Topic: CreateBus.Tech.NFL.Netflix (7A)
Speaker –Steve Weaver – Candle Lab???
Netflix Case (Team 3) (Team 4 Exec.)
Articles: Blockbuster, Time article, Disney TV
NFL Case (Team 4) (Team 3 Exec.)
1.
2.
3.
4.
Quiz TBD - online before class
Attendees – Target
Target case presentations and discussions
Final wrap-up for class
Maria
Sharapova
Articles
Hilton
Snapple
Articles
Voss
REFINE AND
REHEARSE
TARGET
PRES.
Netflix
Articles
NFL
Subject to change. Please check emails and the information on CARMEN for updates, lecture slides,
announcements, or files.
*Note:
Required Case Packet
HARVARD COURSE PACKET: https://cb.hbsp.harvard.edu/cbmp/access/27479819
Supplementary Course Material
All other course materials will either be made available on CARMEN or given out in the class.
Note: There may be additional articles or materials on Carmen or sent via email. You are
responsible for all info. regarding the topics.
Course Objectives
Marketing Strategy is a key part of the overall marketing process. Decision makers within
corporations and other organizations create strategy using tools, planning, and research. You will
develop strategies using the skills and concepts learned in other classes and research that you will
conduct just as you would do on the job.
To be successful in this class (and within a company), you must base your strategy creation and
recommendations on factual, logical, analysis and justification. Your personal opinions and gut
Fisher
BUS M&L 4203: Marketing Strategy, Page 2
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feel may guide you initially, but you must support them with facts and logical arguments. Also,
please note that often your gut feel will be wrong or somewhat off base.
Getting the “right” answer in this course – when it is possible to determine that – has little bearing
on your evaluation. You will be evaluated on the thoroughness of your analysis of the situation, the
logic of your arguments, the viability of your plans, and the justification supporting your
recommendations.
The main benefit of this class is in developing a strategic, consumer-sensitive perspective to solving
problems and making business/marketing decisions. The end product of this class will be a
strategic perspective to facing business issues and successfully resolving them that you will
develop. You will become a more competent critical thinker.
Class Format
We will use quizzes, case discussions, group discussions, and team interactions, critiques, and
evaluations. There may be one or more analytical exercises as assigned.
Students are responsible for readings assigned as detailed in the syllabus. Reading prior to class
will be essential to productive discussion and to your learning. Refer to discussion questions and
online notes prior to class.
If you have other commitments that make attendance difficult or impossible, you should consider
taking this course during a different quarter. You chose to take this class and, if you choose to miss
class, that is also your choice.
I do not accept excuses except for valid documented medical emergencies, period.
Therefore, please do not miss tests or graded activities; you will not like the alternative.
Quizzes – These will be online quizzes.
Quizzes will cover:
 Cases to be discussed in next class
 Concepts, analysis, and information discussed in previous classes
 Speakers
 Exercises and activities
 Discussions
Presentations
Your group will make two case presentations and one Target presentation taking the role of an
executive at the company or of a consultant to the company. You will be evaluated on the quality
of your analysis and the justification and viability of your recommendations.
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Determine goals: ex. grow the company, create new business, make a profit.
Contents
o Summary of RELEVANT FACTS – relevant to the issue(s) at hand
 No more than ONE slide
o Framing of the key question(s) at hand – usu. 1-2 slides
o List of alternative courses of action – usu. no more than 1-2 slides
o Analysis of alternatives – usu. no more than 2-3 slides
 Do outside internet, industry, company, competitive and other research
 What has happened to the product, company, and industry since?
o Recommendation(s) supported by JUSTIFICATION – usu. 1-3 slides
o Implementation plan – usu. 1-3 slides
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o You may include an appendix in your hardcopy with sources, addit. Notes, etc.
Notes
o A case contains a set of facts and often poses a set of questions that face the
company or executives
o You are strongly cautioned that “do nothing” is RARELY EVER an option – if you
recommend this course of action, it must be supported VERY strongly
o You also do not have the option to recommend “more research”
o A decision must be made, so make one and support it!
o You are likely not the target consumer, so don’t judge issues from your personal
perspective. You must take the perspective of the executive charged with
delivering on corporate goals and you must consider the target consumer and their
perspective.
Questions to get started (intentionally not comprehensive – you must think for yourself).
See also discussion questions online.
o What is the key marketing problem? Why did the problem occur?
o To solve a problem, consider analysis such as the following as appropriate:
 What are the organization’s internal strengths, weaknesses, opportunities,
and threats (SWOT analysis)?
 How can the company capitalize on strengths and opportunities?
 How can the company address weaknesses and threats?
 What about the external environment – ex. customers, competitors, channel
members, technology and consumer trends, government/regulatory actions,
interest groups, etc.?
 How can the organization move forward?
 What customers or customer groups are key for the company?
 What do the facts and data from the case or your research tell you? What
conclusions can you draw?
 What alternatives do they support? There will probably be several
alternative courses of action. Evaluate each one with pros and
cons.
 What do you recommend? Justify your recommendations. Be sure this is
supported by the facts and your analysis. If you contradict facts, analysis,
or your own assertions, be sure you address this and justify it.
 What do you need to consider regarding implementation of your
recommendation(s)? ex. timing, money, talent needed, etc. What does an
implementation plan look like?
Presentation – SEE DISCUSSION QUESTIONS ONLINE AS A STARTING POINT
o Must be emailed to instructor and to exec. committee 24 HOURS prior
o Should be in bulleted outline format – concise and brief but with good content!
o Bring hardcopy to class and hand to instructor prior to presentation. I use this to
grade and help me remember your presentation as I finalize grades. If I don’t have
it while you are presenting, it will put you at a disadvantage.
o Evaluation
 You will be evaluated on the content: quality of analysis and
recommendations
 You will also be evaluated on presentation effectiveness: effective written
and oral presentation of information, including clarity, spelling, grammar,
oral presentation skills
 BREVITY is important in all presentations!
 Some key questions:
 Did you identify the relevant facts and issues?
 How effective was your discussion of the problem and its causes?
 How effective was your discussion of SWOT?
 Did you do a good job of identifying realistic alternatives
supported by the facts?
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Is your final recommendation consistent with the rest of your
info.?
Is your implementation plan reasonable?
Did you use data and info. provided effectively?
Are there errors in spelling, grammar, presentation, or facts?
Did you meet deadlines?
Did you answer the exec. committee questions and discussion
points effectively?
Timings
o Presentation 20:00 (with 2:00 grace max.) You will be scored on adherence.
o Exec. Committee questions and evaluations 15:00
o Class discussion 15:00
o Other info. and discussion 20:00
Team with Exec. Committee to lead class discussion of case – also see discussion questions
and add your own.
o Discussion of current situation:
 What is going on currently with brand, company, products?
 What is your evaluation of the current situation?
 What issues are they likely facing now?
 Do you know what happened after the case?
 Would you invest if you could? why or why not?
Target Presentation – 20:00 MAX.
o Refer to the questions provided in case and those above; then go further.
o Do online research, industry research, and market research. You must do primary
research – focus groups, surveys, interviews, etc.
o Be sure to provide support for your recommendations and consider
implementation.
o Bring 2 hardcopies TO CLASS for instructor and Target reps.
o Do not rehash the facts of the case. Consider your audience. Give a very brief
summary for your fellow students who worked on different cases and then focus
most of your time on analysis, recommendations, and justifications.
Executive Committee
You will take the role of a Board of Directors or Executive Team evaluating the situation and the
presenting group. You will read and analyze both the case and the presenting group’s presentation.
You will be evaluated on the quality of your analysis and your evaluation of the presentation.
 Ask relevant questions of the group
o This is not a “gotcha” moment
o You must not shy away from clear analysis and critique or go “soft”
 Challenge any areas that lack focus or are unclear or inconsistent with the facts or analysis
 Critique (in a professional manner) the presentation and discussion of the presenting group
o Did they identify the problem appropriately?
o Do you agree with their analysis, SWOT, etc. ?
o Do you agree with their alternatives and would you evaluate them differently?
 State whether you agree or disagree with group’s recommendations and WHY
 Present your own recommendation(s)
 Outline an implementation plan and considerations
o (Consider key questions above)
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Team with presenting group to lead class discussion of case – also see discussion questions
and add your own.
o Discussion of current situation:
 What is going on currently with brand, company, products?
 What is your evaluation of the current situation?
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What issues are they likely facing now?
Do you know what happened after the case?
Would you invest if you could? why or why not?
Dress – given the summer, you may dress casually, but you should act professionally.
o For Target, you must dress up
Presentation of all information will be judged on brevity, clarity, and persuasiveness
All info. should be presented and discussed in a professional manner. Sell your ideas, be
confident, show enthusiasm!
Evaluation Criteria
Presenters
Exec. Committee
Content quality
Completeness/thoroughness
Presentation/communication
Follow instructions
Professionalism
Weight
30%
30%
20%
20%
10%
Important note:
We are all consumers and have interactions with products, brands, and companies. Our own
opinions, gut feels, and viewpoints may be initial guides, but those impressions must be
investigated and supported by careful analysis. Further, you are not the target consumer for
most products and services. Therefore, you must learn to ignore your own feelings and open
yourself to the impressions of the target consumer and create strategy from the perspective of
the business.
Course Evaluation
Your grades will be evaluated as follows:
1. Presentation I and II (2)
50%, (25% each)
2. Executive Committee Evaluations (2)
10% (5% each)
3. Quizzes
10%
4. Target Case Study
30%
There may be other opportunities for extra credit
TOTAL
100%
Please plan to attend ALL presentations. Someone listened to you; you owe them the same
courtesy. If you do not attend all Target presentations, you will suffer a grade penalty.
Re-grading requests will be accepted in writing within 1 week of receipt of the grade.
NOTE: Not all testable material will be covered in class; some will be from the required
reading.
Grading Scale – DIFFERENT FROM OSU STANDARD
The grading scale that will be utilized for the final grade is as follows (note: you must reach the
minimum of each range to get that grade – ex. an 86.5 would be a B without rounding):
Grade
GPA
Grade
GPA
A
= 94-100 %
4.0
C+
= 77-79.XX % 2.3
A= 90-93.XX %
3.7
C
= 73-76.XX % 2.0
B+
= 87-89.XX %
3.3
C= 70-72.XX % 1.7
B
= 83-86.XX %
3.0
D+
= 67-69.XX % 1.3
B= 80-82.XX %
2.7
D
= 63-66.XX % 1.0
E
= below 63
Grades may or may not be rounded at the end of the quarter.
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ATTENDANCE
Class attendance and active, quality participation in discussions are critical to your learning.
Therefore, please attend all classes and offer reasoned, thoughtful input that incorporates concepts
learned in other classes and our lectures/discussions versus your personal opinions and random
thoughts off the top of your head. Though those thoughts are valuable to you, business strategy
must be based on critical thinking, reasoning, and analysis of facts. You will have the
opportunity to develop these skills and demonstrate them in our class discussions; therefore,
you must attend class.
Class Participation:
Class participation is a very important factor in making the classroom experience productive. Your
ability to gain knowledge in the course and actively contribute to classroom discussions is
dependent on your attendance during class sessions.
In my classes, I observe a very high correlation between attendance, active participation, and
final calculated grade. If you care about your grade, be there and participate!
FIRST BONUS OPPORTUNITY:
You can earn two bonus points when you will turn in bio-sheet (see end of this document) with
your picture by the second class session.
Important Notes
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Please make note of dates and plan your term accordingly. If you are unable to
attend a class, please notify me by email unless it is an emergency. With a valid
written medical excuse, missed assignments or quizzes will be dealt with on an
individual basis and there may be a points penalty. Without a valid written
excuse, missed assignments or quizzes will be recorded as zero pints.
You are encouraged to ask questions by email and/or set up an appointment.
Emails will not be counted as class participation. Questions will be answered by
return email, during a one-on-one meeting, or during the next class session. At any
time, you are encouraged to set up an appointment for one-on-one assistance.
Please let me know if you have a disability and need accommodations to make the
learning environment more effective.
You are responsible for everything that takes place in class, including changes to
assignments or schedules, whether you are present or not. If you must miss class,
please arrange with a classmate to share notes and insights.
Please come to class on time. Turn off your cell phones and pagers before you
come to class. Do not take calls in class. Do not use your PDA while class is
being conducted. They cause the class to become distracted from the main issues.
Any changes to the syllabus will be posted online and discussed in class. You are
responsible for following the most recent syllabus.
Have fun! This course lets you conduct marketing
research without risking your own money or your job!
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ACADEMIC INTEGRITY (ACADEMIC
MISCONDUCT)
Academic integrity is essential to maintaining an environment that fosters excellence in
teaching, research, and other educational and scholarly activities. Thus, The Ohio State
University and the Committee on Academic Misconduct (COAM) expect that all students
have read and understand the University’s Code of Student Conduct, and that all students
will complete all academic and scholarly assignments with fairness and honesty. Students
must recognize that failure to follow the rules and guidelines established in the University’s
Code of Student Conduct and this syllabus may constitute “Academic Misconduct.”
The Ohio State University’s Code of Student Conduct (Section 3335-23-04) defines
academic misconduct as: “Any activity that tends to compromise the academic integrity of
the University, or subvert the educational process.” Examples of academic misconduct
include (but are not limited to) plagiarism, collusion (unauthorized collaboration), copying
the work of another student, and possession of unauthorized materials during an
examination. Ignorance of the University’s Code of Student Conduct is never considered an
“excuse” for academic misconduct, so I recommend that you review the Code of Student
Conduct and, specifically, the sections dealing with academic misconduct.
If I suspect that a student has committed academic misconduct in this course, I am
obligated by University Rules to report my suspicions to the Committee on Academic
Misconduct. If COAM determines that you have violated the University’s Code of Student
Conduct (i.e., committed academic misconduct), the sanctions for the misconduct could
include a failing grade in this course and suspension or dismissal from the University.
If you have any questions about the above policy or what constitutes academic misconduct
in this course, please contact me.
Other sources of information on academic misconduct (integrity) to which you can refer
include:
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The Committee on Academic Misconduct web pages
(oaa.osu.edu/coam/home.html)
Ten Suggestions for Preserving Academic Integrity (oaa.osu.edu/coam/tensuggestions.html)
Eight Cardinal Rules of Academic Integrity
(www.northwestern.edu/uacc/8cards.html)
BUS M&L 4203: Marketing Strategy, Page 8
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Due: SECOND CLASS
BIO SHEET: Bonus Opportunity
BUS M&L 4203
Name: __________________________________________
(e-mail):___________________________________
(phone). (
)
-
.
Major:
Why did you pick this major?
Year in School:
Courses taken (in the areas of marketing):
Marketing:
Others that you enjoyed or disliked and why:
What are your comments on marketing courses?
What do you hope to gain from this class?
Why did you take this class?
Work experience in marketing, if any:
What do you hope to get out of this course?
What are your career goals?
One interesting fact about yourself:
Please attach your photo in the upper right and corner of this sheet. NO PHOTO=NO CREDIT
Fisher
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