MBA 630 Strategic Marketing
F2P 2012 DL
Professor of Marketing
Downtown Kansas City, Missouri
October 22- December 16, 2012
Textbook: Strategic Marketing, by Cravens, 9th edition, McGraw-Hill
Textbooks can be purchased through the MBS bookstore
Textbooks can be purchased through the Parkville Bookstore
· Academy of Marketing Science Review
· Advances in Consumer Research Asia Pacific Journal of Marketing and Logistics
· Asian Journal of Marketing
· Australasian Marketing Journal
· 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 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 Marketing
· Journal of Internet Marketing
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
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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.
Learning Outcomes: Core Learning Outcomes
Weekly Thread Discussions 100 (12.5@ 8)
Late Submission of Course Materials:
Late Submission of Course Materials:
All the written assignments must be done using the analytical, integrative, problem-solving and critical thinking skills and be submitted on due date and time. Work submitted past due date and time will be rejected and an "F" grade will be assigned for that assignment. Students are also required to sign in 4 days per week to contribute on the forum discussions.
Classroom Rules of Conduct:
Each student is required to turn in at least two- written case analysis and case summary during the session. Assignment questions must be answered using the analytical, integrative, problem-solving 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, case 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. A team member who do not want to collaborate with his/her peers for the team project can be fired by his/her peers and be asked to write the project alone. Failure to do so will end up with a failing grade in the final project.
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Plagiarism is 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 2011-2012 Graduate Catalog Page 21
Students must participate in an academically related activity on a weekly basis in order to be marked present in an online class. Examples of academically-related activities include but are not limited to: contributing to an online discussion, completing a quiz or exam, completing an assignment, initiating contact with a faculty member to ask a course related question, or using any of the learning management system tools. Park University 2012-2013 Graduate Catalog Page 26
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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.
Dr. Ahilé Nicolas Koudou is a Professor and Director of Graduate Programs in Business Administration at Park University, Kansas City, Missouri. He has lectured at Butler University and at University of Indianapolis. Dr. Koudou also worked as Associate Editors of African Journal of Business Management and as visiting Professor at “Université Africaine de Technologie and de Management”, and at “Institut Universitaire du Bénin”, in Republic of Bénin.
Born Ahilé Nicolas Koudou in Doukouyo, Ivory Coast; Koudou received his B.A. degree at University of Indianapolis in Business Administration, MBA degree from Butler University in Indianapolis, Indiana, and went on to receive his PhD degree in Forest Products Marketing at Louisiana State University, Baton Rouge, Louisiana. As a Professor and Director of Master in Business Administration, Dr. Koudou has been awarded Fulbright Fellowship twice , in 2003 and 2010, to teach and conduct research at Université d’Abomey-Calavi in Republic of Bénin and to conduct HIV/AIDS research in Ivory Coast, respectively. While he was conducting research and teaching at Université d’Abomey-Calavi, Dr. Koudou chaired five Master theses and supervised three PhD dissertations.
His academic recognitions include Outstanding Park School of Business Faculty Award; MBA Distinguished Professor Award; three times winner of Who’s Who Among America’s Teachers and Member of Louisiana State University Chapter of the Honor Society of Agriculture, Gamma Sigma Delta.
Dr. Koudou has published several peer review articles in professional journals and Conference proceedings and has presented his work in national and International Conferences. His research interests are in Prestige Marketing, Green Marketing, Hermetic marketing, Land Acquisitions and sustainable Natural Resources Management, Foreign Direct Investment, Sustainable Economic development, Forest Resources and Eco-tourism based Sustainable development, and International Trade and Marketing of forest products
Last Updated:10/4/2012 2:34:06 PM