MBA 630 Strategic Marketing
U1P 2010 DLA
Professor of Marketing
Downtown Kansas City
Monday-Thursday 10:00 am- 2:00pm
Juin 07-July 31
Textbook: 1. Strategic Marketing, by David Cravens, 9th edition, McGraw-Hill, ISBN#007-338100-4
Textbooks can be purchased through the MBS bookstore
Textbooks can be purchased through the Parkville Bookstore
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
· Consumption, Markets and Cullture
· Corporate Reputation Review
· 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
· 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 Bulletin
· Marketing Education Review
· Marketing Intelligence & Planning
· Marketing Letters
· Marketing Review
· Marketing Science
· Marketing Theory
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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
Learning Outcomes: Core Learning Outcomes
Individual Written Assignments
Final Team Project
Group Final Project 100 (100 @ 1)
Written Assignments 200 (100 @ 2)
Weekly Forum Discussions 100 (12.5 @ 8 )
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. Weekly thread discussions, 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 must be done professionally and turned in on time
Classroom Rules of Conduct:
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
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 .
BUSINESS PLAN OUTLINE
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.
· Spell 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:5/10/2010 10:20:33 AM