MK630 Strategic Mktg Plng & Dec Making

for S2P 2009

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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.


MK 630 Strategic Mktg Plng & Dec Making


S2P 2009 MBD


Dane, Kristopher Ryan


Adjunct Faculty


M.B.A., Park University
B.S Finance Management, Park University

Office Location


Office Hours

By appointment or email

Daytime Phone


Other Phone



Class Days


Class Time

5:30 - 9:50 PM

Credit Hours



1.  Strategic Marketing, by David Cravens, 9th edition, McGraw-Hill, ISBN 007-338100-4
2.  Marketing, Annual Editions 08/09, ISBN 0-07-339777-1

Textbooks can be purchased through the MBS bookstore

Textbooks can be purchased through the Parkville Bookstore

Additional 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 or call 800-927-3024
Resources for Current Students - A great place to look for all kinds of information

Course Description:
MK 630 Strategic Marketing Planning and Decision-Making: 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: MK 351 or equivalent approved by Program Director.

Educational Philosophy:

I believe that students gain the most from class with multiple formats, stimulation though active discussion, and reinforcement by applying solutions to real business problems.  Students will read the assigned text, prepare written assignments to end-of-chapter questions where applicable.  During class we will use the written responses in a quasi-socratic method to generate class discussion and apply the concepts to cases, projects and current events.
The Instructor's role is to facilitate the course materials.  I will make it my priority to spark your interests in finding solutions to problems, and avoid spoon feeding information for you to memorize and then repeat back to me on an exam.  If there are questions in class that I cannot immediately answer, I will ask students to complete those tasks - possibly for extra credit.  This will provide an opportunity for students to gain valuable problem-solving and analysis tools.
I enjoy the academic environment immensely.  I enjoy the learning experience.  I understand that I cannot please everyone all of the time.  My primary goal is to present information in fair and effective manner.  I encourage and value feedback from my students, and use that feedback to continuously improve the ability to deliver a positive learning experience.    

Learning Outcomes:
  Core Learning Outcomes

  1. Explain the role of Marketing in society and in corporate World
  2. Discuss market- driven strategies and show how they affect corporate world
  3. Define and discuss the Michael Porter five-force model to evaluate competition and help corporation develop a competitive advantage
  4. Explain the “SWOT” analysis model to understand the marketing environment
  5. Write a sound and comprehensive business plan.

Core Assessment:

Class Assessment:

Group Final Written Project
Individual Written Assignments
Weekly Discussion/Participation


Group Final Written Project:          100
Individual Written Assignments:     200
Oral Presentations                         80
Total                                              380 

Late Submission of Course Materials:
Unless approved by the instructor, late assignments will be rejected and a grade of "F" will be assigned.

Classroom Rules of Conduct:

Each student is required to turn in at least two written case analysis and article summaries during the semester.  Assignment 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 with a failing grading.  Case analysis, article summary, and start up business plan are requried for this course.  It is also required that all team memebers participate evenly in the final project if they desire to perform will in this course.

Course Topic/Dates/Assignments:

Week 1:
*  Syllabus assessments
*  Final Project discussion
*  Lecure 1
Week 2:
*  Lecture 2
*  Teams' organization for presentation
Week 3:
*  Chapters 1 and 2
Teams 1 and 2 present
*  Discussion
Week 4:
*  Chapters 3, 4, and 5 
*  Teams 3 and 4 present
*  Discussion
*  Assignment #1 due
Week 5:
*  Chapters 6 and 7
Teams 1 and 2 present
*  Discussion
Week 6:
*  Chapters 8, 9 and 10
*  Teams 3 and 4 present
*  Discussion
*  Assignment # 2 due
Week 7:
*  Student Project Discussion
*  Student Presentations 
Week 8:
*  Class summary and conclusion
*  Team project due.
Assignment #1   Spring1, 2009
CASE 1-1 -  Audi

1.    Describe and Evaluate Audi's Brand Building Initiatives. (50 points)

2. ARTICLE SUMMARY- The Big Opportunity, (50 points)

By Krysten Crawford

Read article 7, “The Big Opportunity” located in the Marketing 08/09 of the Annual Editions. Summarize the article. Due at the beginning of class in week 4. Both case analysis question and the article summary should be submitted as one document.
Assignment #2

The New York Times (50 points)
1.     Identify and discuss the Challenges Confronting the Times in the 21st Century 


Read article 8 "LISTENING TO STARBUCKS" located in the Marketing 08/09 of the Annual Editions. Summarize the article. Due at the beginning of week 6Both case analysis question and the article summary should be submitted as one document.  

Final Project (
100 points)

Final Team Project: Start Up Business Plan (see business plan outline), due in week 8.

Academic Honesty:
As a learning community, the University upholds the highest standards of academic integrity in all its academic activities, by faculty, staff, administrators and students. Academic integrity involves much more than respecting intellectual property rights. It lies at the heart of learning, creativity, and the core values of the University. Those who learn, teach, write, publish, present, or exhibit creative works are advised to familiarize themselves with the requirements of academic integrity and make every effort to avoid possible offenses against it, knowingly or unknowingly. Park University 2008-2009 Graduate Catalog Page 25


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 2008-2009 Graduate Catalog Page 25

Attendance Policy:

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 for two successive weeks, without approved excuse, will be reported to the Director of the individual graduate program, or to the Executive Director for the Graduate School, for appropriate action. Students with such a record of absences, without an approved excuse, may be administratively withdrawn from the class and notified that an "F" will be recorded, unless the student initiates official withdrawal from the class(es).Park University 2008-2009 Graduate Catalog Page 29

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: .

Additional Information:


Come up with a start up company. The business plan must contain but not limited to the following:

Executive Summary

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.

Strategic Plan

·        Mission

·        Goals

·        Core competency and Sustainable Competitive Advantage

·        Situation Analysis (SWOT)

Marketing Strategy

·        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)?

Competitive Analysis

·    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 Analysis

·    Customer characteristics (demographic, household composition etc.)

Selling Tactics

·        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.

Action Programs

·        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.


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Last Updated:3/9/2009 1:52:41 PM