MBA630 Strategic Marketing

for U1P 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


U1P 2011 DL


Roehrich, Henry C.


Assistant Professor of Marketing


Ph.D. University of North Dakota
MSA Central Michigan University
B. S. Wayne State College

Office Location

Grand Forks, North Dakota

Office Hours

Monday - Friday  9:00 AM - 10:00 AM CST

Daytime Phone

(701) 757-0704


Semester Dates

June 6 - July 31, 2011

Class Days


Class Time


Credit Hours



Strategic Marketing, by Cravens and Piercy. 9th Edition, McGraw-Hill. ISBN 978-0-07-338100-8
Annual Editions: Marketing 10/11, edited by Richardson, McGraw-Hill, ISBN 978-0-07-352859-5

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.
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:
The facilitator's educational philosophy is one of interactiveness based on lectures, readings and writings.  The facilitator will engage each learner in what is referred to as disputatious learning to encourage the lively exploration of ideas, issues and contradictions.

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 course assignments include:

  • Weekly Discussions: The assignment will consist of your responses to specific questions each week that are to be submitted to the discussion area.
  • Report 1: Will be due in week four as discussed in the content menu for Week 4.
  • Report 2: Will be due in week six as discussed in the content menu for Week 6.
  • Core Assessment: The team project will be the development of a business plan that is designed to gauge your knowledge of the core outcomes of the class.


Grading Points

Item / Assignment Points Percent
Homework (8 @ 25 each) 200 33%
Report 1: Case Analysis and Article Review 100 17%
Report 2: Case Analysis and Article Review 100 17%
Core Assessment 200 33%
Total Points Possible 600 100%

Letter Grades

Grade Points Percent
A 540-600 90-100%
B 480-539 80-89%
C 420-479 70-79%
D 360-419 60-69%
F Less than 359 Less than 60%

Class Assessment:

The three most important grading criteria for your work will be breadth, depth, and application/synthesis of course concepts. For purposes of this course, the following definitions will apply to each of these terms:

  • Breadth (B): Refers to the "number" of chapter and lecture concepts that you apply to the homework questions, case discussions, and report.
  • Depth (D): Refers to the degree you provide "detailed" analyses to the homework questions, case discussions, and report.
  • Application/Synthesis (A): Refers to the chapter and lecture concepts and higher order thinking you "apply" to your homework questions, case discussions, and report. You can accomplish this by referencing page numbers from the text (the MAIN body of the text - the Chapters, not just the Case Studies!!).  Show that you are applying the concepts, ideas, theories that you are learning from the text.


CATEGORY No Deduction 5% Deduction 10% Deduction 20% Deduction 50% Deduction
Breadth (Content)

There is a clear, well-focused topic. Main idea stands out and is supported by detailed information.

Main idea is clear but the supporting information is general. Main idea is somewhat clear but there is a need for more supporting information. The main idea is not clear. There is a seemingly random collection of information. There is no main idea. There is minimal or no information. Typically seen in a one-two sentence answer.
CATEGORY No Deduction 5% Deduction 10% Deduction 20% Deduction 50% Deduction
Depth (Support for topic) Relevant, telling, quality details give important information that goes beyond the obvious or predictable. Supporting details and information are relevant, but one key issue or portion of the answer is unsupported. Supporting details and information are relevant, but several key issues or portions of the answer are unsupported. Supporting details and information are unclear or unsupported. Supporting details and information are very unclear or not related at all to the topic. There are no supporting details or information.
CATEGORY No Deduction 5% Deduction 10% Deduction 20% Deduction 50% Deduction<
Application (References) All sources (particularly the text) used for quotes and facts are credible and cited correctly All sources used for quotes and facts are credible and most are cited correctly. Most sources used for quotes and facts are credible and cited correctly. Many sources used for quotes and facts are less than credible (suspect) and/or are not cited correctly. Do not use Wikipedia! No sources (the text in particular) are used


Late Submission of Course Materials:

Late work is not accepted. There may be some situations where a deviation could be allowed; however, this is the exception and not the rule. In these rare occasions, late work will only be accepted on a case by case basis with instructor approval. The following applies to all late work, unless prior arrangements have been made with and approved by the instructor: All late work will be downgraded at the discretion of the instructor, up to 20 points for every day or part of a day it is late. Late work WILL NOT be accepted if it is more than 7 days late, period.  No late work will be accepted after the end of week 8. Unless all required work is submitted, the student could receive a failing grade for the course.

Classroom Rules of Conduct:

  • Students should use E-Mail for private messages to the instructor and other students. The class Discussion thread is for public discussion.
  • Students are expected to complete four hours per week of conferencing or other appropriate on-line activities, including sending/receiving E-mail and navigating and conducting research over the World Wide Web.
  • All students will participate in conference discussions.
  • Online Etiquette: All your Online communications need to be composed with fairness, honesty and tact. Spelling and grammar are very important in an Online course. What you put into an Online course reflects on your level of professionalism. Netiquette is a set of guidelines for how individuals communicate over the Internet. The important concept here is that students respect one another.
  • Students may get assistance with computer-related problems through the instructor.
  • Students must submit all work in a Word or Word compatible file. They should routinely check to assure their computer and the files are virus free.
  • Assigned papers may be submitted via the postal service or fax only if arrangements are made with the instructor beforehand.

Course Topic/Dates/Assignments:

Core Assessment - Business Plan

Teams will be selected at the beginning of the course by the instructor and the teams will develop a business plan for the MBA program at Park University.  The team project is due by 5:30 PM on Tuesday of week 8.  

The final report must be based on the APA style, double-spaced except your executive summary and with references listed.  The teams have time until 5:30 PM on Tuesday of the 8th week of the course to complete and turn in their project to the Dropbox.  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.  

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 discussion questions.

Reports 1 and 2

Read the assigned case in week 4 and week 6 and respond to the assigned questions.  The student will also read an article for each assignment from Marketing 10/11 of the Annual Editions: Marketing.  They will then summarize the article.  The discussion questions and the article summary must be on the same document and be submitted to the Dropbox on the due dates (weeks 4 and 6).

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: .


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

Last Updated:5/10/2011 10:23:20 AM