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MK 630 Strategic Marketing Planning and Decision-Making
Koudou, Nicolas


Professor:       Nicolas Koudou, PhD

Title:                Associate Professor of Business Administration

Office:             Mackay Rm.30-Main Campus

Hours:             Monday-Thursday & Friday (9:00-11:00am & 2:00-4:00pm)

                        Tuesday & Wednesday (9:00-11:00pm and by appointment)

Phones:           816 584-6291 or (816) 420-8821 (not later than 10:30 p.m.)



Term:              August 23

Session Day:   Monday

Time:               5:30-9:50pm

Prerequisite:   Principles of Marketing (MG351)

Credit Hours:  03



The mission of Park University, an entrepreneurial institution of learning, is to provide access to academic excellence, which will prepare learners to think critically, communicate effectively and engage in lifelong learning while serving a global community.



Park University will be a renowned international leader in providing innovative educational opportunities for learners within the global society.



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.



The responsibilities and role of faculty are to (1) be a role model for your students and an excellent teacher possible. This means that Professor must have a foundation of basic knowledge and to be able to starve for the latest findings and theories in the areas of his/her expertise, to be able to prepare and deliver stimulating and informative lectures, for maintaining high standards, guiding and facilitating students learning process in any way necessary.  Thus, a faculty member must be able to enhance free expression in and out of classroom toward the pursuit of learning.




  • 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. 



Explain the role of marketing in society and in corporate world

Discuss market- driven strategies and show how they affect corporate world

Define and discuss the Michael Porter five-force model to evaluate competition and help corporate develop a competitive advantage

Use the “SWOT” analysis model to understand the marketing environment



1.      Strategic Marketing, by David Cravens, 7th edition, McGraw-Hill

2.      Marketing, Annual Editions 04/05




 “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—the appropriation or imitation of the language or ideas of another person and presenting them as one’s original work—sometimes occurs through carelessness or ignorance.  Students who are uncertain about proper documentation of sources should consult their instructors.”



Instructor is required to keep attendance records and report absences.  The instructor may excuse absences for cogent reasons, but missed work must be made up within the term of enrollment only with your instructor’s permission.  Work missed through unexcused absences must also be made up within the term of enrollment, but unexcused absences may carry further penalties.  In the event of two consecutive weeks of unexcused absences in a term of enrollment, the student will be administratively withdrawn, resulting in a grade of “F”.  An Incomplete will not be issued to a student who has unexcused or excessive absences recorded for a course.  Students receiving Military Tuition Assistance (TA) or Veterans Administration (VA) educational benefits must not exceed three unexcused absences in the term of enrollment. Excessive absences will be reported to the appropriate agency and may result in a monetary penalty to the student.  Reports of F grade (attendance or academic) resulting from excessive absence for students receiving financial assistance from agencies not mentioned above will be reported to the appropriate agency.



Late assignments will be rejected and a grade of “zero” will be assigned.



Instructions will consist of discussion sessions and students oral presentation. One or

two-to-three- person teams will be formed early in this course.  Each team of students will give a 40-minute interactive oral presentation analyzing cases, final project and/or selected chapters’ presentation.  The team will need to answer questions from the class during and after the presentation.  There is no written report to accompany the cases and chapters’ presentation, although your team will want to use handouts, PowerPoint, and/or overheads.


While the writing mini case studies are used extensively to develop skills in analytical and critical thinking assessing threats, opportunities, strengths and weaknesses of a business, which form the basis for formulating appropriate strategies, the oral case studies must explain the competitive forces that affect the 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).  A group project resulting in a business plan is a major part of the course requirements, providing opportunities for critical examination of the material covered. Group Project (due on October 4).



 Each student is required to turn in at least two- written case analysis and article summary during the semester.  To be acceptable the case analysis must include an overview or introduction, the SWOT, recommendations and references or structured questions must be neatly answered.  Failure to do so indicates incomplete and inadequate work. 



Students are required to be on time and to attend all class meetings.  In addition, any student who misses three classes, regardless of whether or note the absence is excused will be administratively withdrawn.  All the written assignments and class presentations must be done professionally. 



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 American with Disabilities Act of 1990, regarding students with disabilities and, to the extent 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:



GRADING PLAN                                                                             points Group written Project                                                                                       100 Written Assignments (cases and article summaries)                                            100

Oral Presentation

            Case (based on group performance)                                                     35             Case (based on individual performance)                                                35

Chapters’ presentation

            Participation (based on group performance)                                          35

            Participation (based on individual performance)                                     35

                                                Total                                                               340

Note:   this syllabus is subject to change at any time the instructor finds it necessary



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


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.

·        Date of Submission

·        Full legal name of the company

·        Address of home office

·        Phone number

·        Date business was established

·        Describe the company’s original product/service line and any subsequent changes that have been made.

·        Provide the following information about each of the company’s products/services: distinctive characteristics that will allow the company to successfully compete with larger and better capitalized companies, susceptibility to obsolescence, overwhelming economic justification, estimated length, and current phase of “product life cycle”.

·        Discuss the future potential of all promising new products/service that the company is now developing.

·        What are the advantages and disadvantages of the company’s present locations (e.g., proximity to customers, suppliers, labor, energy sources, transportation, tax breaks, and special financial arrangements)?

·        What is the company’s legal structure (e.g., proprietorship, partnership, and corporation)?

·        In what state is the company incorporated?

·        In what states is the company licensed to do business as a foreign corporation?



·        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, is a 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.


Evaluation and Control

·        Compare actual sales with the targeted values set in the plan and taking appropriate actions.  Describe a contingency plan for alternative actions, depending on how successful the entry into a new market turns out to be.


                                                                            STRATEGIC MARKETING

                                            FALL 2004




Team I

Jeffrey Wise

Tanna Armentout

Nelson Garcia


Tea m II

Matthew Byrum

Anna Boron

Shannon Brennan


Team III

Ashley Quinn

Scott Bowling

Gena Garrison


Team IV

Brandy Jon

Tara Howard

Russell Seidelman


Team V

Matthew Cole

Judy Njuguna

Jason Harris


Team VI

Julia Relaford

Michael Andrews






Fall 2004



·        Syllabus Assessment

·        Final Project discussion

·        Lecture 1



  • Lecture 2
  • Read article 02:from Annual Editions
  • Teams’ organization for presentation

Labor Day: No Classes



·        Chapters 1; 2 and 3 Presentation:  teams 1;2 &3

·        Read article 06: Annual Editions



·        Chapters 7; 8& 13 Presentation: teams 4;5&6

·        Read article 07: Annual Editions



Case Presentation

  • Case 6-13: International Business Machine (team 01)
  • Case 6-21: Longevity Health Care Systems (team 02)
  • Case 6-9: Avon Products Corp. (team 03)



Case Presentation (Continued)

  • Case 5-2:  Ford Motor Corp. (team 04)
  • Case 6-5: Intel Corp. (team 05)
  • Case 6-3: Enterprise Rent-A-Car


  • Class Summary


Note: this schedule will be adjusted if necessary without notice



Due on September 13
Part 1

Case from Text Book – Case 1-1
After reading Nokia case at page 61, answer the following questions:

1. Analyze Nokia’s distinctive capabilities for competing in its product markets.
2. Identify and examine the strategy issues confronting Nokia resulting from digital convergence.
Article from Annual Editions Marketing 04/05

Summarize article-1 (from Annual Editions: Marketing 04/05): The Next 25 Years by Alison Stein Wellner


Due on September 20
Part 2

Case from Text Book – Case 2-2

Answer the following questions regarding Nike Inc. case at page 174:

1. Is Nike a market-oriented company?
2. Define and describe the product markets of interest to Nike’s management, indicating how well the firm’s distinctive capabilities match customer’s value requirements in each market segment.
Article from Annual Editions Marketing 04/05

Summarize the article-17 (from Annual Editions: Marketing 04/05): A beginner’s guide to Demographics by Berna Miller.


Due on October 04
Part 3

Case from Text Book – Case 3-2

Answer the following questions regarding McDonald’s case at page 290:
a. Discuss the challenges confronting McDonald’s in the fast food market.
b. What are the new product strategy alternatives that McDonald’s should evaluate? What strategy you recommend?

Article from Annual Editions: Marketing 04/05

Summarize article-16 (from Annual Editions Marketing - current edition): Surviving Innovation by Kevin J. Clancy and Peter C. Krieg

Students must type (double-spaced)