MBA630 Strategic Marketing

for S1P 2010

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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.


MBA 630 Strategic Marketing


S1P 2010 DLA


Koudou, Nicolas


Professor of Business Administration



Office Location

Downtown Kansas City

Office Hours

Monday-Thursday: 10:30am-2:00pm

Daytime Phone



Semester Dates

January 11-March 07, 2010

Class Days


Class Time




Credit Hours



  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; MHID 0-07-352852-8

Textbooks can be purchased through the MBS bookstore

Textbooks can be purchased through the Parkville Bookstore

Additional Resources:

· Academics @ AMA

· Academy of Marketing Science Review

· Advances in Consumer Research Asia Pacific Journal of Marketing and Logistics

· Asian Journal of Marketing

· Australasian Marketing Journal


· Direct Marketing: An International Journal

· European Journal of Marketing

· Health Marketing Quarterly

· Industrial Marketing Management

· International Journal of Advertising

· International Journal of Bank Marketing

· International Journal of Consumer Studies

· International Journal of Electronic Marketing and Retailing

· International Journal of Internet Marketing and Advertising

· International Journal of Market Research

· International Journal of Media Management

· International Journal of Mobile Marketing

· International Journal of Nonprofit and Voluntary Sector Marketing

· International Journal of Retail and Distribution Management

· International Journal of Research in Marketing

· International Journal of Sport Management and Marketing

· International Journal of Sport Marketing & Sponsorship

· International Journal of Technology Marketing

· International Journal of Wine Marketing

· International Marketing Review

· International Review of Retail, Distribution and Consumer Research

· International Review on Public and Non Profit Marketing


Journal of Advertising Research

· Journal of Applied Marketing Theory

· Journal of Brand Management

· Journal of Business & Industrial Marketing

· Journal of Business-to-Business Marketing

· Journal of Consumer Behaviour

· Journal of Consumer Culture

· Journal of Consumer Marketing

· Journal of Consumer Psychology

· Journal of Consumer Research

· Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior

· Journal of Customer Behaviour

· Journal of Database Marketing and Customer Strategy Management

· Journal of Direct, Data and Digital Marketing Practice

· Journal of Empirical Generalisations in Marketing Science

· Journal of Euromarketing

· Journal of Fashion Marketing and Management

· Journal of Financial Services Marketing

· Journal of Food Distribution Research

· Journal of Food Products Marketing

· Journal of Global Academy of Marketing Science

· Journal of Global Marketing

· Journal of Historical Research in Marketing

· Journal of Hospital Marketing & Public Relations

· Journal of Hospitality and Leisure Marketing

· Journal of Interactive Advertising

· Journal of Interactive Marketing

· Journal of International Consumer Marketing

· Journal of International Food & Agribusiness Marketing

· Journal of International Marketing

· Journal of Internet Marketing

· Journal of Macromarketing

Journal of Market-Focused Management

· Journal of Marketing

· Journal of Marketing Channels

· Journal of Marketing Communications

· Journal of Marketing Education

· Journal of Marketing for Higher Education

· Journal of Marketing Management

· Journal of Marketing Research

· Journal of Marketing Theory and Practice

· Journal of Medical Marketing

· Journal of Nonprofit & Public Sector Marketing

· Journal of Personal Selling & Sales Management

· Journal of Pharmaceutical Marketing & Management

· Journal of Political Marketing

· Journal of Product & Brand Management

· Journal of Product Innovation Management

· Journal of Promotion Management

· Journal of Public Policy & Marketing

· Journal of Relationship Marketing

· Journal of Research for Consumers

· Journal of Research in Marketing and Entrepreneurship

· Journal of Restaurant and Foodservice Marketing

· Journal of Retailing

· Journal of Retailing and Consumer Services

· Journal of Segmentation in Marketing

· Journal of Service Research

· Journal of Services Marketing

· Journal of Strategic Marketing

· Journal of Targeting, Measurement and Analysis for Marketing

· Journal of the Academy of Marketing Science

· Journal of Travel & Tourism Marketing

· Journal of Vacation Marketing

· Managing Service Quality

· Marketing

· Marketing Bulletin

· Marketing Education Review

· Marketing Intelligence & Planning

· Marketing Letters

· Marketing Review

· Marketing Science

· Marketing Theory

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Course Description:
MBA 630 Strategic Marketing: 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. (Formerly MK 630)

Educational Philosophy:


The responsibilities and role of faculty are to (1) be a role model for his/her 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 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. 

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:
Weekly Homework

Individual Written Assignments

Final Team Project


Group Final Project                                          100
Individual Written Assignments                           200 (100@ 2 )
Weekly Forum Discussion                                 100 (12.5@ 8)
            Total                                                     400
Note: This syllabus is subject to change at any time the instructor finds it necessary

Late Submission of Course Materials:
Each student is required to turn in at least two- written case analysis and article summary 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 up with a failing grade. Case analysis, article summary and start up Business plan are required for this course. It is also required that all team members participate evenly in the final project. Failure to do so will end up with a failing grade in the final project. All the written assignments and class presentations must be done professionally and turned in on time.

Classroom Rules of Conduct:


 “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 not be made and will carry penalties. In the event of two consecutive weeks of in a term of enrollment, the student will be administratively withdrawn, resulting in a grade of “W”. 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 absences for students receiving financial assistance from agencies not mentioned above will be reported to the appropriate agency. All students are required to participate in the thread discussions 4 days per week to discuss and react to their peers' posts.

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

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 2009-2010 Graduate Catalog Page 35

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:


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, is 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:12/14/2009 10:36:16 AM