MBA 630 Strategic Marketing
F1P 2009 DL
Professor of Business Administration
Downtown Kansas City
M-T and R: 10:00am to 2:00Pm; W: 10:00am to 4:30 pm;
August 17-October 11
1. Strategic Marketing, by David Cravens, 9th edition, McGraw-Hill, ISBN#007-338100-4
2. Marketing, Annual Editions 09/10: ISBN 978-0-07-352852-6
Textbooks can be purchased through the MBS bookstore
Textbooks can be purchased through the Parkville Bookstore
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Instructor Learning Outcomes
Late Submission of Course Materials: Unless approved by the instructor, lateassignments will be rejected and a grade of “F” will be assigned.
Classroom Rules of Conduct: See announcement item on the course homepage
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 2009-2010 Graduate Catalog Page 31
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Plagiarism also includes borrowing ideas and phrases from, or paraphrasing, someone else's work, published or unpublished, without acknowledging and documenting the source.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 2009-2010 Graduate Catalog Page 31-32
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 2009-2010 Graduate Catalog Page 35
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CASE 2-3 -CHINA AND INDIA:
THE CHALLENGE AND OPPORTUNITY
1. Evaluate the evolving balance of economic power shift from the West to the East. (50 points)
2. ARTICLE SUMMARY- HOW THE CREATIVE STAY CREATIVE, (50 points)
Read article 03, “HOW THE CREATIVE STAY CREATIVE” located in the Marketing 09/10 of the Annual Editions. Summarize the article. Submit the case question(s) and the article assignment by September 13, at 5:30pm CST.
CASE1-3- COCA-COLA CO (A) (50 points)
1. What have been the benefits and disadvantages of Coke’s decision to sell off its bottling company, outsourcing Coke’s bottling and distribution services?
ARTICLE SUMMARY- DOING WHATEVER GETS THEM IN THE DOOR,
JANE PORTER AND BURT HELM
Read article 5 “DOING WHATEVER GETS THEM IN THE DOOR” located in the Marketing 09/10 of the Annual Editions. Summarize the article. Submit the case question(s) and the article summary assignment by September 27, at 5:30pm CST
Final Project (100 points)
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:7/28/2009 1:14:56 PM