Mission Statement: The mission of the School of Graduate and Professional Studies at Park University is to provide leadership and directions to Park University's graduate and professional programs to assure that they are specialized, scholarly, innovative, and designed to educate students to be creative, independent, and lifelong learners within the context of a global community.Vision Statement: Park University's School of Graduate and Professional Studies will be an international leader in providing innovative graduate and professional educational opportunities to learners within a global society.CourseMK 630 Strategic Marketing Planning and Decision-MakingSemesterF2P 2007 MBFacultyDr. Nicolas KoudouTitleAssociate Professor of Business AdministrationDegrees/CertificatesPhDMBABAOffice LocationDowntown Campus, 911 Main, Suite 900, Kansas City MissouriOffice HoursT &W: 9:30am to 1:00Pm & MR 9:30am to 4:00 pmDaytime Phone816 842-6182 Ext. 5528E-Mailakoudou@email@example.comSemester DatesOctober 22-December 14Class Days----R--Class Time5:30 - 9:50 PMPrerequisitesMK631Credit Hours3Textbook:
1. Strategic Marketing, by Cravens, 8th edition, McGraw-Hill, ISBN-007296634-3
2. Marketing, Annual Editions 07/08, ISBN#007-352836-6 Textbooks can be purchased through the Parkville BookstoreAdditional Resources: McAfee Memorial Library - Online information, links, electronic databases and the Online catalog. Contact the library for further assistance via email or at 800-270-4347.Career Counseling - The Career Development Center (CDC) provides services for all stages of career development. The mission of the CDC is to provide the career planning tools to ensure a lifetime of career success.Park Helpdesk - If you have forgotten your OPEN ID or Password, or need assistance with your PirateMail account, please email firstname.lastname@example.org or call 800-927-3024Resources for Current Students - A great place to look for all kinds of information http://www.park.edu/Current/.Course Description: The analysis, planning, implementation, and control of marketing programs designed to achieve the organizational objectives of potential consumers. Decision making in organizations dealing with consumer markets is provided. Important insights from the behavioral sciences are considered in light of decision objectives to develop capability in creation and management of consumer-oriented marketing campaigns. Prerequisite: MK351 or equivalent approved by Program Director.Educational Philosophy:
KEY CHARACTERISTICS OF TEACHING PHILOSOPHY
Facilitator: be able to assist students to develop interest in the subject matter
High Standards: always expect more from students. If students are performing under standards, they will need a particular attention from their faculty to help them raise their level of confidence.
Knowledge of the Subject Matter: an excellent faculty must always be prepared before delivering lectures. This means reading a wide variety of material and use the knowledge acquired to always improve lecture delivery.
Enthusiasm: show passion and enthusiasm about the subject matter to students.
Genuine Concern for Students: care about your students and their class performance.
Intrinsic Satisfaction with Teaching: an excellent faculty should always be exhausted and pleased at the end of his/her class.
My classroom philosophy is strongly centered on mutual respect between Professor and Students. I highly believe that classroom environment should be friendly and enjoyable to enhance attractive learning conditions. Students and Professor should enjoy a cooperative and collaborative relationship based on exchange of information and knowledge that are mutually beneficial. This approach is a remarkable opportunity to help students develop and form their opinions freely in friendly and agreeable atmosphere. In this context, I often think of myself as a mentor, coach, and facilitator, constantly stimulating, challenging and appreciating the achievement of my students. In this role, I am proud and fortunate to be able to contribute to the academic and professional growth of my students. Learning Outcomes: Core Learning OutcomesExplain the role of Marketing in society and in corporate WorldDiscuss market- driven strategies and show how they affect corporate worldDefine and discuss the Michael Porter five-force model to evaluate competition and help corporation develop a competitive advantageExplain the “SWOT” analysis model to understand the marketing environmentWrite a sound and comprehensive business plan.Core Assessment:
Two individual case analysis questions and article summaries
Group written Project 100 26%
Written Assignments (cases and article summaries) 200 (100ea) 53%
Presentations 80 (20ea) 21%
Total 380 100%The course grade for students will be based on the overall average of homework and tests taken during the course in accordance with the weighting of the various requirements as stated in the syllabus.
MK 630 Strategic Marketing Planning and Decision-Making
F2P 2007 MB
Dr. Nicolas Koudou
Associate Professor of Business Administration
Downtown Campus, 911 Main, Suite 900, Kansas City Missouri
T &W: 9:30am to 1:00Pm & MR 9:30am to 4:00 pm
816 842-6182 Ext. 5528
October 22-December 14
5:30 - 9:50 PM
1. Strategic Marketing, by Cravens, 8th edition, McGraw-Hill, ISBN-007296634-3
2. Marketing, Annual Editions 07/08, ISBN#007-352836-6
Textbooks can be purchased through the Parkville Bookstore
McAfee Memorial Library - Online information, links, electronic databases and the Online catalog. Contact the library for further assistance via email or at 800-270-4347.Career Counseling - The Career Development Center (CDC) provides services for all stages of career development. The mission of the CDC is to provide the career planning tools to ensure a lifetime of career success.Park Helpdesk - If you have forgotten your OPEN ID or Password, or need assistance with your PirateMail account, please email email@example.com or call 800-927-3024Resources for Current Students - A great place to look for all kinds of information http://www.park.edu/Current/.
Learning Outcomes: Core Learning Outcomes
Presentations 80 (20ea) 21%
Total 380 100%
The course grade for students will be based on the overall average of homework and tests taken during the course in accordance with the weighting of the various requirements as stated in the syllabus.
All final exams in all School of Business and Management courses will be comprehensive and will be closed book and closed notes. They will constitute 30% of the total course grade and will not be a take-home exam. They will be completed during the test week in the period designated by the registrar or by the Proctor in the case online courses. If calculators are allowed, they will not be multifunctional electronic devices that include features such as: phones, cameras, instant messaging, pagers, and so forth. Electronic Computers will not be allowed on final exams unless an exception is made by the Dean of the School of Business and Management.
Classroom Rules of Conduct: Each student is required to turn in at least two- written case analysis and article summary during the semester. To be acceptable the structured case questions must be answered using the analytical and critical thinking skills and be free of grammatical and spelling mistakes. A failure to follow instructions will end up with a failing grade. Case analysis, article summary and start up Business plan are required for this course.
STRATEGIC MARKETING MK630
Fall 02, 2007
· Syllabus Assessment
· Final Project discussion
· Lecture 1
· Chapters 03 & 05: Teams 1;2
· Read article 07: Annual Editions
· Assignment #1, due
· Chapters 04&06 Teams 1;2
· Read article 04: Annual Editions
Chapters 07 &08 Teams 1; 2
Note: this schedule will be adjusted if necessary without notice
Academic Honesty:Academic integrity is the foundation of the academic community. Because each student has the primary responsibility for being academically honest, students are advised to read and understand all sections of this policy relating to standards of conduct and academic life. Park University 2007-2008 Graduate Catalog Page 24-26“Academic Honesty is required of all members of a learning community. Hence, Park will not tolerate cheating or plagiarism on tests, examinations, papers or other course assignments. Students who engage in such dishonesty may be given failing grades or expelled from Park.”
Plagiarism involves the appropriation of another person's ideas, interpretation, words (even a few), data, statements, illustration or creative work and their presentation as one's own. An offense against plagiarism constitutes a serious academic misconduct. Although offenses against academic integrity can manifest themselves in various ways, the most common forms of offenses are plagiarism and cheating. Plagiarism goes beyond the copying of an entire article. It may include, but is not limited to: copying a section of an article or a chapter from a book, reproduction of an art work, illustration, cartoon, photograph and the like and passing them off as one's own. Copying from the Internet is no less serious an offense than copying from a book or printed article, even when the material is not copyrighted.
Plagiarism also includes borrowing ideas and phrases from, or paraphrasing, someone else's work, published or unpublished, without acknowledging and documenting the source. Acknowledging and documenting the source of an idea or phrase, at the point where it is utilized, is necessary even when the idea or phrase is taken from a speech or conversation with another person.
Park University 2007-2008 Graduate Catalog Page 24-26
Professors are required to maintain attendance records and report absences. Excused absences can be granted by the instructor, for medical reasons, school sponsored activities, and employment-related demands, including temporary duty. Students are responsible for any missed work. Absences in excess of four (4) class periods, in a 16-week semester (or 2, in an 8-week term) will be reported to the Director of the individual graduate program, or to the Dean, for appropriate action. Students with such a record of absences, without an approved excuse, may be administratively withdrawn from the class and notified by mail that an "F" will be recorded, unless the student initiates official withdrawal from the class(es).Park University 2007-2008 Graduate Catalog Page 28
Disability Guidelines:Park University is committed to meeting the needs of all students that meet the criteria for special assistance. These guidelines are designed to supply directions to students concerning the information necessary to accomplish this goal. It is Park University's policy to comply fully with federal and state law, including Section 504 of the Rehabilitation Act of 1973 and the Americans with Disabilities Act of 1990, regarding students with disabilities. In the case of any inconsistency between these guidelines and federal and/or state law, the provisions of the law will apply. Additional information concerning Park University's policies and procedures related to disability can be found on the Park University web page: http://www.park.edu/disability .
BUSINESS PLAN OUTLINES
Come up with a start up company. The business plan must contain but not limited to the following:
Present a brief summary of the main goals and recommendations of the plan for management review, helping top management to find the plan’s major point quickly. A table of contents should follow the executive summary.
· In one- to three-page summary, describe the company’s products/services, their user benefits, and evidence of their acceptance by customers; management’s qualifications and major accomplishments; the amount of and uses for capital required; investor benefits; market size and growth rate; and the identity of the company’s market niche.
· For each officer of the company, please provide the following information: name, years of experience in the company’s industry, responsibilities/functions of positions with company; salary, bonus, ownership interest in the company; relevant qualities, achievements, track record, and education.
· What are the strengths and weaknesses of the company’s management team and its board of directors?
· Explain how the company will add capable members to its management team.
· Explain how will the management team grow and continually improve itself.
Provide an organization chart that reflects the company’s management hierarchy.
· Core competency and Sustainable Competitive Advantage
· Situation Analysis (SWOT)
· Define the approximate size, in units and dollars, of the target market for each of the company’s products/services.
· Provide management’s estimate of the company’s market share and associated industry rank for both the last three years (actual) and the next three years (projected).
· What has been the growth and profitability history of the industry, and what are its future prospects? If the projected growth rate exceeds the historical growth rate, discuss the major factors behind the company’s assumptions (e.g., technological breakthroughs, lower production costs that can be passed on to customers).
· In which geographic areas are the company’s sales concentrated?
· Please explain why customers have purchased/will purchase the company’s products/services. What benefits do your products/services offer to your customers (e.g., quality, service, price, styling, convenience, and improved technology)? What previously unsatisfied customer needs do the company’s products/services fulfill?
· How will the company’s products/services be marketed (i.e., pricing, promotion, advertising, trade show participation, distribution channels/sales organization, customer service/warranty program, return privileges)?
· Explain the competitive forces that affect your industry and/or market segment (i.e., rivalry among existing firms, threat of new entrants, threat of substitute products, bargaining power of suppliers, bargaining power of customers).
· Define your major competitors’ future goals, current strategies, and assumptions about the industry/
· Compare the company’s strengths and weaknesses with those of its major competitors.
· Provide an analysis of how the company’s management plans to capitalize on competitors’ weaknesses and how it will counteract competitors’ strengths. Understanding the competitions’ strengths and weaknesses, as well as your own, are key to defending your market share, uncovering market opportunities, and developing an effective unique selling proposition.
· Explain how the company differentiates/will differentiate its products/services from the competitions.
· Describe how your company will monitor the competition on the continual basis.
· Customer characteristics (demographic, household composition etc.)
· Define how the company will sell its products/services (e.g., executive selling, in-house sales force, sales representatives, distributors, direct mail, and retailers). Provide economic justification for your choice of selling methods.
· Spells out how your marketing strategies will be turned into specific action programs that answer the following questions: what will be done? When will it be done? Who is responsible for doing it? How much it will cost?
· Detail a supporting budget that is essentially a projected profit-and-loss statement. It must show expected revenues (forecasted number of units sold and the average net price) and expected costs (of production, distribution, and marketing). The difference is the projected profit.
· Outline the control that will be used to monitor progress and allow upper management to review implementation results and spot products/and or services that are not meeting their goals.
Last Updated:10/16/2007 11:28:55 AM