MK630 Strategic Mktg Plng & Dec Making

for U1P 2008

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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 Marketing Planning and Decision-Making


U1P 2008 DL


Nicolas Koudou, PhD


Professor of Business Administration


B.A. Business Administration
MBA General Administration
PhD Marketing of Wood Product

Office Location

Kansas City, Missouri

Office Hours

10:00 am - 2:00PM CST  Monday - Friday

Daytime Phone



Semester Dates

6/2/08 - 07/27/08

Class Days



MK351 Principles of Marketing

Credit Hours



Strategic Marketing, by Cravens. 9th Edition., McGraw-Hill, ISBN # 007-338100-8

Marketing 08/09 McGraw-Hill, Author: Dushkin ISBN # 0-07-339777-6

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.
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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:


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.

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:

The class assessment will be based on homework, case studies, discussion participation, and team project.



Final examination:  There will not be a proctored exam in this class; however students are required to turn in two individual case analysis assignments in weeks #4 and #6. In addition, a team project will be turn in on the Tuesday of the 8th week. All your assignments must be posted in the dropbox on the due dates.

Submission of Late Work: Unless there are special circumstances discussed ahead of time with the instructor, late work is not accepted and a grade of "F" will be assigned.

Grading Rubic: The three most important grading criteria for your work will be grammar, analytical and critical thinking skills, and application of course concepts. For purposes of this course, the following definitions will apply to each of these terms:

  • Grammar (B):  The grammar must be properly used for instance, students must not misuse the pronouns and possessive adjectives such as they, it, its and their.
  • Analytical and critical thinking skills (D):  Refers to the degree you read your questions and  provide "detailed" analyses to the homework questions or discussion, case analyses, and team project.
  • Application (A):  Refers to the chapter and lecture concepts you "apply" to your homework questions, discussion, case analyses and report. You can accomplish this by referencing page numbers, concepts such as data collection methods, etc.

I will respond to the work you submit with either a B, D, A, or combination thereof. 

You are more than welcome to contact me any time you wish to discuss your grades-to-date. Also, your participation grade will be determined by your full participation on your weekly thread discussions (a minimum of 4 days per week) and  your well  responses to the responses posted by others and your timeliness in terms of submitting your work, etc.

Other Information on proctored exams: 

This course does not require a proctored Final Examination.

400 Total Points
100 Discussions (8 @ 12.5 points each )
200 Individual Assignments (2 @ 100 points each)
100 Team Written Project - Business Plan

F <60%
D 60-69%
C 70-79%
B 80-89%
A 90-100%

Team Project - Business Plan

Teams will be selected at the beginning of the course by the instructor and the teams will develop a comprehensive business plan.  The teams will select a fictitious product and then develop the business plan.  The team project is due by midnight on Tuesday of week 8.  The development of the business plan is as follows:

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.

Weekly Discussions 

The student will post responses to the assigned questions in the Discussion Area   They may provide any other comments that they wish concerning the case.
Individual  Assignments
Read the assigned case in week 4 and 6 and respond to the questions.  The student will also read an article for each assignment from Marketing 08/09 of the Annual Editions.  They will then summarize the article and discuss an assigned topic from the article.  The discussion questions and the article assignments will then need to be submitted to the Dropbox by the end of the week. 

Late Submission of Course Materials:

Submission of Late Work
Unless there are special circumstances discussed ahead of time with the instructor, late work is not accepted and a grade of "F" will be assigned.

Classroom Rules of Conduct:

Preferred Contact Method: You may contact me via email or by phone anytime you need assistance. 

Preferred Method for Submitting Assignments: Please use the Dropbox to submit your work.  

Response Policy: I will respond to all questions within 48 hours.  

Students are responsible for clicking on the link below and thoroughly reading each Online

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


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

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 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: .


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Last Updated:6/2/2008 9:45:04 AM