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MBA 630 Strategic Marketing
Dane, Kristopher Ryan


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.

Course

MBA 630 Strategic Marketing

Semester

F2P 2010 MB

Faculty

Dane, Kristopher

Title

Adjunct Faculty

Degrees/Certificates

MBA, Park University
BSBA Management Finance, Park University

Office Location

By Appointment

Office Hours

By Appointment

Daytime Phone

816-352-3169

Other Phone

816-435-1428

E-Mail

Kristopher.Dane@park.edu

krdane@dstsystems.com

Semester Dates

10/18/2010 - 12/11/2010

Class Days

Tuesday - MC 31

Class Time

5:30 - 9:50 PM

Prerequisites

MK351

Credit Hours

3


Textbook:
      1.      Strategic Marketing, by David Cravens, 9th edition, McGraw-Hill, ISBN#007-338100-4

2.   Marketing, Annual Editions 10/11: ISBN 978-0-07-3528595


Textbooks can be purchased through the MBS bookstore

Textbooks can be purchased through the Parkville Bookstore

Additional Resources:

Journal of Marketing
Academy of Marketing Science Review
Consumption, Markets and Culture
Corporate Reputation Review
European Journal of Marketing
Journal of Applied Marketing Theory
Journal of Brand Management
Journal of Consumer Culture
Journal of Consumer Marketing
Journal of Database Marketing and Customer Strategy Management

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 helpdesk@park.edu or call 800-927-3024
Resources for Current Students - A great place to look for all kinds of information http://www.park.edu/Current/.


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:
  SYNOPSIS OF 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.

KEY CHARACTERISTICS OF TEACHING PHILOSOPHY
  • 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:

Individual Written Assignments
Oral Presentations
Final Team Project

Grading:

Individual Written Assignments                        200
Oral Presentations                                           100
Final Team Project                                          100
   Total                                                           400

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:
  METHODOLOGY

Instructions will consist of discussion sessions and students oral presentations. One or two-to-three- person teams will be formed early in this course. Each team of students will give a 35-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. 
 

Case Write-up and Final Project

 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.

Oral Case Study

 If oral case studies are given, they 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).

 Case Write-up and Final Project

 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.

Oral Case Study

 If oral case studies are given, they 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).


Course Topic/Dates/Assignments:
Week One:

·        Syllabus Assessment

·        Final Project Discussion

·        Lecture One

Week Two:

·       
Lecture Two

·       
Teams’ Organization for Presentation 

Week Three:

·        Individual Presentations

Week Four:

·        Individual Presentations   
·        Written Assignment One Due
       Week Five:

·        Individual Presentations

Week Six:

·        Individual Presentations   

·        Written Assignment Two Due

Week Seven

·        Individual Presentations

Week Eight

·        Group Assignment One Due



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 2010-2011 Graduate Catalog Page 20

Plagiarism:

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 2010-2011 Graduate Catalog Page 20


Attendance Policy:

Instructors 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 2010-2011 Graduate Catalog Page 24

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: http://www.park.edu/disability .

Additional Information:

CONTENTS OF BUSINESS PLAN




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.




Background


·        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.




Management


·        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?

  •    




Budgets






          
       
  • 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.

  •    




Controls






          
       
  • 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.

Copyright:

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Last Updated:10/1/2010 4:21:30 PM