MARK 460

STRATEGIC MARKETING
with Duane Weaver
Week 1 - Introduction
Today’s Outline
 Introductions
 Overview of Course Outline
 Overview of Course Text
 Overview of Evaluation Requirements
 Defining “Strategic Marketing”
Introductions - Instructor
Duane Weaver
 B.Comm., M.D.Ed. (honours), IESNA
 Marketing Chair, VIU
CEO, 2Birds1Stone
Director of Marketing (past), ABSEL (Association of Business Simulation
and Experiential Learning)
 Marketing, Business and Computer App’s Instructor
 25+ years marketing management experience
 Strategic Marketing Experience (sample):
 CEO 2Birds1Stone Media – Marketing Consulting
 Business Development Manager, International Sales Manager – MPR Teltech
 Product Manager, Market Manager – ED TEL
 Corporate Re-engineering (project sponsor team lead) – ED TEL
 General Manager - TIR Systems
 Enjoy sailing, soccer, cycling, golf and camping
 Introductions - Students
Take 3 minutes to prepare to introduce yourself:

1. your name?

2. What would be the one best thing for you to

learn from this class?

3. Identify your strongest (2 to 3) marketing

skills .
Course Text
 MARKETING STRATEGY
A Decision-Focused Approach
Seventh Edition
Orville, Walker Jr., Mullins (2013)
Course Outline
 This is a case-based course (both written and living) and will
involve both in class and out of class teamwork.

 The top 4 teams will have the opportunity to engage with a

real living challenge within the Island community.
Students should be prepared to travel to another city on Vancouver Island
to meet with their client. You should be prepared to provide your own
transportation to and from the client’s location.

 This course will take a lecture/seminar approach. We will

have:
 One term Test
 Three different team tasks:
1. First team * - Case Pitch Competition
2. Final Project Team - Case Pitch Competition
3. Final Project Team – Strategic Marketing Plan Project Report (several deliverables)
 and One Individual Expertise Report

 * The top team from the first team project will each
become leaders and self select their final project team.
Course Evaluation
 Term Test 1 25%
 Three different team tasks: 55%
1. First team - Case Pitch Competition (pitch/paper+peer) (5%+5%)
2. Final Project Team - Case Pitch Competition (10%)
3. Final Project Team – Strategic Marketing Plan
Project Report (several deliverables) (35%)
 Individual Expertise Report 10%
 Participation, External Evaluation
& Team Peer Evaluation 10%

THERE IS
NO FINAL EXAM
 Course Outline OVERVIEW
 See Hand Out and Very Important Items
to note:
(E.G.: This is a CAPSTONE course in
Marketing and a high level of professionalism
is expected).
Strategic Marketing Defined
 Please take out a sheet of paper and
provide:
 your first and last name on the top of the paper
 your student I.D.# on the top of the paper
 briefly answer the following question in one
paragraph:
What does “Strategic Marketing” mean to you?

 Please Hand in your answer before you

leave today
 Thanks!
 Please come prepared to classes having read
the required readings ahead of time.
 Next class:
 You should prepare for the first case on your own.
We will form our “First Team” that day and you will
work together in class to develop your
Case and Case Pitch. Your case report
is due on January 19th
(please bring 4 printed copies). SEE YOU
NEXT CLASS