Professional Documents
Culture Documents
Marketing Course
Marketing Course
MBA 566
STRATEGIC MARKETING
FALL 2016
MBA 566 (F16N70)
Professor:
Telephone:
Office:
Email:
Office Hours:
SESSIONS:
LOCATION:
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Learning Outcomes
What is a Learning Outcome?
You will note below that this course outline specifies learning outcomes. A
learning outcome characterizes what it is that you are expected to have learned at
the end of the course, if you have successfully completed it. You will note that the
learning outcomes are specified in terms of what knowledge/understanding and
skills you will have acquired. This will then tell you beforehand what the course
aims to teach you, and what it is that you need to learn in order to succeed. It is
important to realize that the assignments are designed to test your achievement of
the stated learning outcomes.
Knowledge and Understanding
Upon successful completion, students will have a knowledge and understanding of:
Reading Resources
Required Textbook:
Kotler, P., Keller, K, Sivaramakrishnan, S. and Cunningham, P. (2013)
Marketing Management, (14th Canadian edition), Pearson Canada.
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Texts:
Akhter, S. (2011) Strategic Marketing, 2nd edition Text Book Media Press.
ISBN 1-930789-38-6
Cravens, D.W. & Piercy, N. (2009). Strategic marketing (9th ed.). Boston:
McGraw-Hill Irwin.
Doyle, P., (2008). Value-based marketing: Marketing strategies for corporate
growth and shareholder Value (2nd ed.). Chichester, West Sussex: John Wiley
& Sons.
Mullins, J.W. & Walker, O.C. (2008). Marketing Management: A Strategic
Decision-Making Approach, (6th ed.). New York, NY; McGraw-Hill.
Proctor, Tony (2013) Strategic marketing: An introduction (2nd ed.). Madison,
NY: Taylor & Francis (E-book)
Walker, O.C. & Mullins, J.W. (2011). Marketing Strategy: A Decision-focused
approach, (7th ed.). New York, NY; McGraw-Hill.
Articles:
Dolan, R. J., (2000). Note on marketing strategy. Harvard Business School
Background Note 598-061, October 1997. (Revised November 2000.)
(required reading)
Harvard Business Schools Top 10 Reads in Marketing Strategy:
Anderson, J.C., Narus, J.A. & van Rossum, W. (2006). Customer value
propositions in business markets. Harvard Business Review, March, 91-99.
Christensen, C.M., (2005). Marketing malpractice. Harvard Business Review,
December, 74-83.
Edelman, D.C., (2010). Branding in the digital age. Harvard Business Review,
December, 63-69.
Fournier, S. & Lee, L., (2009). Getting brand communities right. Harvard
Business Review, April, 105-111.
Keller, K.L., (2000). The brand report card. Harvard Business Review, JanuaryFebruary, 147-157.
Kotler, P., Rackham, N. & Krishnaswamy, S., (2006). Ending the war between
sales and marketing. Harvard Business Review, July-August, 68-78.
Levitt, T. (2004). Marketing myopia. Harvard Business Review, July-August,
138-149. (required reading)
Reichheld, F.F., (2003). The one number you need to grow. Harvard Business
Review, December, 46-54.
Rust, R.T, Moorman, C. & Bhalla, G., (2010). Rethinking marketing. Harvard
Business Review, January-February, 94-101.
Silverstein, J.J., & Sayre, K., (2009). The female economy. Harvard Business
Review, September, 46-53.
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Other Sources:
In order to find practical examples to help develop strategies and ideas for the
group project, students should also pay regular attention to additional sources, such
as Canadian Business, Business Week, Fortune, Forbes, Harvard Business Review,
and marketing journals including, but not limited to Journal of Strategic Marketing,
Journal of Brand Strategy, Industrial Marketing Management, Journal of Marketing
Management, International Journal of Market Research. Additional research reports
can be found using library databases such as GMID and Euromonitor.
Information regarding readings, videos, case studies, and other learning
materials are posted on VIU Learn.
Course & Class Structure
The class meets for two three-hour sessions per week. The course structure will
include lecture elements, small and large group discussions and student
presentations. Participation in small and large group discussions is an important
part of the course and will focus on readings, case analysis and project work.
VIU Learn: This course is supported by VIU Learn, Desire to Learn
https://learn.viu.ca/ MBA 566 Strategic Marketing on line course module.
Information regarding readings, videos, case studies, and other learning materials
will be posted on the course module at VIU Learn, Desire to Learn (D2L). To get
started and for assistance with D2L please visit
https://mediawiki.viu.ca/wiki/For_Students
Course Readings: In order to maximize your learning and participate fully students
are expected to complete all required readings prior to class. To prepare for each
session, it is recommended you first skim the assigned readings, then,
carefully re-read the materials, taking note of important information,
concepts, and ideas.
Academic Misconduct
Academic misconduct includes, but is not limited to, giving and receiving
information during any test or exam, using unauthorized sources of information
during any test; plagiarizing; fabrication, cheating, and, misrepresenting the work of
another person as your own, facilitation of academic misconduct, and under certain
conditions, non-attendance.
Plagiarism will not be tolerated. You must reference your work and acknowledge
sources with in-text citations and a complete list of references. This includes direct
and indirect quotes, diagrams, charts, figures, pictures and written material.
For group projects, the responsibility for academic integrity, which can result in
academic misconduct and its resulting penalties, rests with each person in the
group and sanctions would be borne by each member.
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Exam Accommodation
Students with documented disabilities requiring academic and or exam
accommodation should contact Disability Services, Building 200.
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Level
90-100
85-89
80-84
Distinction 3.67 or higher
76-79
72-75
68-71
64-67
60-63
55-59
Referred Pass
Failure to meet the
minimum pass criteria
Numeric
Description
Value
4.33
First Class: Work of an excellent
4.00
standard.
3.67
3.33
3.00
2.67
2.33
2
1.67
1
0
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An analysis section, which synthesizes the key facts (not repeating them per
se) and presents logical arguments in defense of a solution and alternative
solutions (recommended solutions).
Recommendations and suggestions for implementation.
Additionally, consider the current situation, how the company got there, its inherent
strengths, weaknesses, opportunities and threats (SWOT) and reach definitive
conclusions on a well-founded course of action before you come to class.
Case preparation recommendation: To prepare a case please refer to the D2L
section Case Analysis. There are multiple alternatives provided on analyzing cases
and case preparation worksheets/guidelines. You may be asked to submit a brief
case preparation sheet as part of your participation mark.
Expectations of Students
As this is a condensed course, it will be important that you keep current in the
course readings and cases and begin working on your assignments in the first week
of classes. There is an expectation for thorough preparation, critical thinking, lively
debate, on time attendance, a passion for excellence and having fun.
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Method of Evaluation
Your grade in this course is determined as follows:
#
Assignment
1 Individual Expertise Assignment
Weight
20%
Type
Individual
Due Date
as per schedule
10%
Individual
ongoing
3 Case Exam
30%
Individual
35%
Group
5%
Individual
The Marketing Director of your company assigns your team of two to conduct the
necessary background research and preparations for a presentation to be held at
the next meeting of the local Marketing Club. You will be asked to research &
prepare a short presentation and TEACH the class during a 10 minute session on a
certain topic or case study situation that will complement the course topics. Feel
free to use technology/materials/resources to best present your topic. Your
PowerPoint presentation will be posted on D2L for the class to access. To engage
and teach the class create and implement a teaching exercise that applies the
material and tests your audience's knowledge. Examples of teaching exercises
include mini quizzes based on your material, two or three discussion questions,
matching terminology, mini scenarios, or possibly a game.
Learning Objectives: The objectives of this assignment are to allow you to
demonstrate an ability to synthesize information, communicate concepts
effectively, and think critically about issues of marketing management by applying
the concepts to real scenarios and providing real life examples. It is an opportunity
for you to share your expertise knowledge, teach your peers and shine!
Time: You will have 10 minutes for the presentation and another 5 minutes
(maximum) to implement the Teaching Exercise.
Assignment Components:
1. Your PowerPoint presentation slides will include:
your topic presentation
your Teaching Exercise (i.e. quizzes, discussion questions, game etc,) to
deepen your audience's learning experience.
Submission: Submit your PowerPoint presentation via DTL. Please include a list of
references.
Resources: You will want to review a variety of resources including peer reviewed
journal articles and provide a list of resources at the end of your PowerPoint slides.
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Criteria
10%
Excellent
8%
Good
3%
Poor
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Demonstrates good preparation: knows case or reading facts well, has thought through
implications of them.
Offers interpretations and analysis of case material (more than just facts) to class.
Contributes well to discussion in an ongoing way: responds to other students points, thinks
through own points, questions others in a constructive way, offers and supports
suggestions that may be counter to the majority opinion.
Demonstrates consistent ongoing involvement.
Demonstrates adequate preparation: knows basic case or reading facts, but does not show
evidence of trying to interpret or analyze them.
Offers straightforward information (e.g., straight from the case or reading), without
elaboration or very infrequently (perhaps once a class).
Does not offer to contribute to discussion, but contributes to a moderate degree when
called on.
Demonstrates sporadic involvement.
6%
Fair
0%
Unsatisfactory
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The report and presentation will be written for and addressed to the Board of a
company. The specific company will be discussed and agreed with the instructor by
the end of week 2.
Think of yourselves as a group of high potential consultants developing and
presenting a strategic marketing plan. The Board has asked you to provide them
with your analysis, perspective and recommendation on suitable growth strategies
and strategic brand management.
Each team will write a strategic marketing plan in the form of a consulting
presentation. Consulting presentations by their very nature often constitute the
only deliverable of a management consultancy. They need to be both suitable as
read only documents AND as presentation material. The presentation document
should structure the project, tell and sell the heart of the analysis, the key
findings and recommendations. For the actual presentation, fewer, high impact
materials combined with a convincing verbal presentation work better than e.g.
bullet point charts. You will be asked to present to the Board for 17-20 minutes with
5-10 minutes for Q&A . Remember: Many great papers have disappeared on
shelves! Your analysis and ideas are only as good as your ability to make them
happen.
Be conscious of the fact that the Board typically consists of various stakeholders
and as a minimum of the CEO, CFO and CSO. Be ready to convince all of them,
answer their questions and defend your findings and recommendations. While the
Board is somewhat conservative, it values both content and creativity in the
presentation. The presentation will be graded as follows: Peer Assessment will be
applied. Further details will be posted on the course website:
1) Content 60%: Evidence of thoroughness, effective use of concepts, and the
quality of the analysis and conclusion should come through in the presentation.
2) Presentation, Impact & Creativity 40%: This area refers to general presentation
skills and the ability to present a convincing and clear case to the Board. Students
should be audible, have good eye contact, come across as confident and
knowledgeable, and clearly state their points. They should also be within time
limits. Practicing in advance is important and helpful.
Due Dates: All Project Presentation Material: On or before 6th Dec, 1:00 pm.
Full marks are available for on time submission only and will be reduced by 20% per
day (or part thereof) thereafter. Not holding a presentation at the assigned time will
result in an F grade for all members of the group. A softcopy must be sent per email
to the instructor and a paper copy of the PowerPoint slides printed and submitted
prior to class. Peer Assessment will be applied to the group project.
MBA 566 Team Projects Grading Rubric
Project team members:
Presentation to the Board (Sell the Story) The ability to present a
convincing and clear analysis and recommendation to the board. Students
should be audible, have good eye contact, come across as confident and
knowledgeable and clearly state their points. Staying in the time frame is
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Max
Points
40
Score
20
100
5. Self-Assessment/Peer Assessment: 5%
You will assess both yourself and your team members related to individual
contributions to team functioning in sharing of workload, organization, meeting
deadlines, receiving and providing feedback, participation and
punctuality/attendance at meetings. Please see the Self/Peer Team Assessment
form attached to this outline and also posted on D2L.
Submission: Please download the form from D2L, complete the form as per the
instructions on the form and upload to D2L Self/Peer Assessment Dropbox (also see
attached). All assessments are confidential and will not be shared with your team
members.
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Nov 3
Nov 8
Topic:
Course Introduction
Strategy Essentials Defining
Marketing in the 21st Century;
Strategic Marketing
Developing and Implementing
Strategic Marketing Plans
Connecting with Customers
Market Research; Loyalty and
The concept of Lifetime value
Consumer and Business
Behavior
Segmentation, Targeting and
Positioning
Building Strong Brands Brand
Equity and Growth
Activities /
Assignments
Teams Assigned
Case: Pillsbury
Kotler et al Ch 6,7
Case: Urzza Energy Drink
Expertise
Assignment
(Pairs) 1-3
Kotler et al Ch 8
Expertise
Assignment
(Pairs) 4-5
Case: Wheaties
Useful Article: Brand Report Card
Nov
10
Kotler et al Ch 9,10
Nov
15
Kotler et al Ch 11
Case: Conroy Acura
Expertise
Assignment
(Pairs) 8-10
Nov
17
Kotler et al Ch 12,13
Case: Supor
Useful: Elements of Value
Expertise
Assignment
(Pairs) 11-12
Nov
22
Kotler et al Ch 14,15
Case: Progressive Insurance
Nov
24
Kotler et al Ch 16,17
Case: Mountain Equipment
Expertise
Assignment
(Pairs) 13-14
Expertise
Assignment
(Pairs) 15-16
Nov
29
Dec 1
Dec 6
Case Exam
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Expertise
Assignment
(Pairs) 6-7
Teams 1-4
Teams 5-8
OUTLINE CHANGES: This schedule is subject to change at short notice to meet the
evolving teaching and learning needs of the course. Students are responsible to check the
course website on D2L regularly for any changes.
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