MBA630 Strategic Marketing

for S1P 2013

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Mission Statement: Park University provides access to a quality higher education experience that prepares a diverse community of learners to think critically, communicate effectively, demonstrate a global perspective and engage in lifelong learning and service to others.

Vision Statement: Park University, a pioneering institution of higher learning since 1875, will provide leadership in quality, innovative education for a diversity of learners who will excel in their professional and personal service to the global community.


MBA 630 Strategic Marketing


S1P 2013 MBD


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

01/16/2013 to 03/11/2013

Class Days


Class Time


Credit Hours



Strategic Marketing, by Cravens, 10th edition, McGraw-Hill

ISBN# 978-007-802890-8
Do not buy the International edition

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



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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.

Educational Philosophy:

I believe that students gain the most from the classroom with multiple formats, stimulation though active discussions 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, participate in meaningful exchange in class, 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 academic environment immensely.  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:

Class presentations 

Individual Written Exams (Text)
Final Team Project


Group Final Project                                      100

Individual Written Exams                              200 (100@ 2)

Class Presentations:                                      100 (50@ 2)

            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:
Week One:

Syllabus review; lecture one; assign groups for group assignment. 

Week Two:

Lecture two.  Assign case studies, presentation topics.

Week Three:

Class presentations.

Week Four:

1st written exam due; student presentations.

Week Five:

Student presentations.

Week Six:

2nd written exam due; student presentations.

Week Seven:

Class presentations; group assignment draft due.

Week Eight:

Group assignments 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 2012-2013 Graduate Catalog Page 21-22


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

Attendance Policy:

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

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 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.

Strategic Plan 



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 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.




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Last Updated:1/4/2013 4:09:59 PM