MBA630 Strategic Marketing

for S1P 2011

Printer Friendly

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.


MBA 630 Strategic Marketing


S1P 2011 DL


Dane, Kristopher Ryan


Adjunct Faculty


M.B.A. Park University
BSBA Management/Finance, Park University

Office Location


Office Hours

By Appointment

Daytime Phone


Other Phone



Semester Dates

01/10/2010 to 03/05/2010

Class Days


Class Time


Credit Hours




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

Marketing, Annual Editions 10/11 ISBN # 007-352859-5

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

· Consumption, Markets and Culture

· 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



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 or call 800-927-3024
Resources for Current Students - A great place to look for all kinds of information
Advising - Park University would like to assist you in achieving your educational goals. Please contact your Campus Center for advising or enrollment adjustment information.
Online Classroom Technical Support - For technical assistance with the Online classroom, email or call the helpdesk at 866-301-PARK (7275). To see the technical requirements for Online courses, please visit the website, and click on the "Technical Requirements" link, and click on "BROWSER Test" to see if your system is ready.
FAQ's for Online Students - You might find the answer to your questions here.

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:

I believe that students gain the most from the on-line classroom with multiple formats, stimulation though an active discussion board and reinforcement by applying solutions to real business problems via project driven case analysis.  The Instructor's role is to facilitate the course materials.  I will make it my priority to spark your interests in finding solutions to problems, and avoid feeding information for you to memorize and then repeat back to me on an exam.

In order to meet the required learning outcomes, students will read the assigned course materials, prepare written assignments for submission in the drop-box, participate in meaningful exchange via the weekly discussion board topics, and engage in a group project in order to compile a comprehensive business proposal.  These tasks will be delivered to you in both an asynchronous and synchronous environment where applicable.

I enjoy the on-line academic environment immensely.  Students and Instructors have the unique opportunity to interact extensively on a distance and time-independent platform.  My primary goal is to present information in fair and effective manner.  I encourage and value feedback from my students, and use that feedback to continuously improve the ability to deliver a positive learning experience.

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 Forum Discussions

Individual Written Assignments (take home)

Final Team Project


Group Final Project                                        100

Individual Written Assignments                      200 (100@ 2)

Weekly Forum Discussion                              100 (12.5@ 8)

            Total                                                  400

Grading Scale  

 A =  90 - 100% 
 B =  80 - 89%   
 C =  70 - 79%   
 D =  60 - 69%      
 F =   59% and below

Late Submission of Course Materials:
Each student is required to turn in at least two- written case analysis and article summary during the session.  Assignment and 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. Thread discussion questions, case analysis, article summary and team project (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/or class presentations must be done with thorough details and turned in on time. Students are also required to sign in 4 days per week for an hour each day to contribute on the forum discussions.

Classroom Rules of Conduct:

Students are expected to interact and communicate with the instructor and their peers with respect, tolerance, and professionalism. Healthy debate is always acceptable and encouraged, but students are reminded that debate should be backed by knowledge and ideas and tempered with compassion and an open mind. Failure to abide by these tenets will result in a conference with the instructor for the first offense and referral to the dean for subsequent offenses. Expletives and foul language are not tolerated under any circumstances.

Students are also expected to participate fully in all assignments, especially the team project. Part of respect for your peers is completing assigned tasks on time and to the best of your ability. Each team member will have an opportunity to review other team member performance and participation, and the result may affect the final project grade.


Course Topic/Dates/Assignments:

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 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: .

Additional Information:


Come up with a startup
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 a 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 land uses for capital required; investor
benefits; market size and growth rate; and the identity of the company’s market


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 



Core competency and
Sustainable Competitive Advantage

Situation Analysis

Marketing Strategy 

Define the approximate
size, in units and dollars, of the target market for each of the company’s

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

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 competition’s 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

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.




This material is protected by copyright
                               and can not be reused without author permission.

Last Updated:1/5/2011 2:39:29 PM