DEPARTMENT OF FINANCE AND MARKETING

 MKTG 279 --  Fall 2004

Strategic Marketing Management

 Instructor: Kenny Chan

Course and Department Information

     Lecture Day/Time/Room:             Section 1 - TR    11:00AM - 12:15PM GLNN 310
                                                             Section 4 - TR    12:30PM - 1:45PM GLNN 310
                              Common Final Exam on Wed, Dec 15 from 8AM-9:50AM in Tehama 106

Instructor Information:  
     Office Location:  Tehama 457
     Office Phone:      (530) 898-4825
     Email Address:   kchan@csuchico.edu

     Office Hours:      MWR 3:00PM-5:00PM or by appointment 

Prerequisite: Marketing 170, MKTG 171, MKTG 180

Course Overview
Welcome to Strategic Marketing Management. This course is the capstone course in marketing. It integrates knowledge gained in your other marketing and business courses. The course will be based on a variety of activities and shared learning opportunities. You will be working in teams on an industry report, a world report and a research report. The emphasis in all of these activities will be marketing strategy, marketing analysis, and marketing planning and evaluation.

Course Objectives
This course is designed to challenge you with complex strategic planning and decision-making situations where you will be required to apply concepts and tools from other marketing and business courses on real-world marketing situations. Specific objectives of the course are to:

  • Improve your ability to recognize marketing problems and opportunities
  • Improve your understanding of the relationship between marketing strategies and tactics
  • Improve your understanding of the relationship of the 4ps of marketing
  • Develop your skills in using analytic marketing tools
  • Develop your skills in planning and implementation
  • Improve your skills in written and oral communications
  • Enhance your ability to work effectively in groups
  • Provide a global dimension to your business education
  • Improve your critical thinking ability

Text
Kerin & Peterson, Strategic Marketing Problems (Special Edition for MKTG 279), 2003.

Custom Case Book prepared exclusively for MKTG 279, Pearson Custom Publishing, 2003.

 

Academic Honesty
Academic honesty is expected and required in this course. Cheating, in any form, whether on quizzes, exams, reports or other class activities will not be tolerated. Please read our university's Code of Student Rights and Responsibilities carefully. Violators will be referred to the Office of Student Judicial Affairs for hearings, and will automatically receive an "F" for the course if found guilty.

Classroom Decorum
Please observe appropriate classroom decorum -- don't talk while others have the floor; arrive to class on time; and respect the views and opinions of others. You may not use cell phones or PDAs during quizzes and exams.

Assessment

Individual Accountability. This component accounts for 73% of your grade. There will be five quizzes (only the four highest scores will be counted), two midterm exams and one final exam. Each test will contain a mixture of objective questions and computation problems. All exams must be taken at the scheduled times. Make-up exams will be allowed only for medical reasons and special arrangements must be made prior to the exam. There is no exception to this rule.

 

Experiential Shared Learning. This component accounts for 27% of your grade. You will be required to work in a team of four, whose membership will be determined by the instructor. Each team will be required to:

                        1.         Submit one research paper at the end of the semester

                        2.         Submit and present one industry report

                        3.         Submit and present one world report

 

It is my belief that these exercises will foster a positive, verifiable learning experience. There is no better way to challenge yourself than knowing you can express in your own words what you have learnt instead of merely reciting definitions from the text; and are able to concisely and persuasively explain the ideas to others. Details of these written assignments, including due dates and sign-up will be handed out during the second week of class.

 

Attendance. You will need to sign in at class time. Your attendance points will be calculated based on the number of classes you attend throughout the semester. Please do not have someone else sign in for you or sign others’ names for them. This will be considered cheating and will negatively affect your course grade.

Perfect attendance = 30 points

1 absence = 25 points

2 absences = 20 points

3 absences = 15 points

4 or more absences = 0 points

 

Quizzes.  All quizzes must be taken in your scheduled section. There are no make-up quizzes.

 

 

Assignment           

                       

Points

Individual:

 

Two Midterm Exams (180 points each)

Final Exam (240 points)

Sum of four highest quiz grades

          (25 points each)  

Attendance                                                        

 

 

  360

  240

 

  100

    30

Team:

 

Term Research Paper  

Industry Report with Presentation      

World Report with Presentation

Teammate Evaluations           

 

 

  120

    65

    65

    20

Course Total

1000

 

Grading Scheme

CSU, Chico adopts these definitions of letter grades in undergraduate courses (numbered 1 to 299):

A: Superior work; a level of achievement so outstanding that it is normally attained by relatively few students.

B: Very good work; a high level of achievement clearly better than adequate competence in the subject matter/skill, but not as good as the unusual, superior achievement of students earning an A.

C: Adequate work; a level of achievement indicating adequate competence in the subject matter/skill. This level will usually be met by a majority of students in the class.

D: Minimally acceptable work; a level of achievement which meets the minimum requirements of the course.

F: Unacceptable work; a level of achievement that fails to meet the minimum requirements of the course. Not passing.

 

For this course, the following table explains what letter grade you will receive according to the total number of points you have earned by the end of the semester. There is no scaling.

 

 

Points

Letter Grade

Points

Letter Grade

Points

Letter Grade

Points

Letter Grade

935 - 1000              

A

875 - 904

B+

775 - 804

C +

675 - 704  

D+

905 - 934

 

A-

835 - 874   

B

735 - 774   

C

635 - 674

D

 

 

805 - 834   

B-

705 - 734

C-

605 - 634

D-

 

 

 

 

 

 

604 or below

F

 

COURSE SCHEDULE

______________________________________________________________________________

WEEK OF      LECTURE TOPIC                                                                            READINGS

______________________________________________________________________________

 

8/23                 Introduction and Review                                                                               Ch. 1

                        An overview of the strategic marketing planning process.

 

 

8/30                 Marketing Decision Making and Case Analysis                                          Ch. 3

                        Learn the systematic process of marketing decision-making and practice case analysis.

                                    Assignment:

                                    Case Discussion: Tyler Pet Foods, Inc. on THURS 9/2

 

 

9/6 -                Financial Aspects of Marketing Management                                             Ch. 2

9/13                 A review of concepts from managerial accounting and managerial finance that will be needed in formulating marketing strategies.

                                    Assignment:

                        Read BusinessWeek articles posted on WebCT.

Study “Analyzing a Written Case for Republic National Bank of Dallas” (see case and sample analysis in Appendix).

                        Practice on selected exercises from end of chapter.

 

           

9/20                 Opportunity Analysis and Market Targeting                                              Ch. 4

                        Learn how to identify and evaluate marketing opportunities, segment and target markets, create distinctive competencies and improve profitability.

                                    Assignment:

                                    Case Discussion: Frito-Lay’s Dips

                                    World Report by Team 7 on TUES 9/21 (Asia Pacific)

                                    Industry Report by Team 3 on THURS 9/24 (Food Retail)

 

QUIZ #1 will be given during one of the classes in the week of 9/20.

 

 

9/27 -              Product Strategy and Brand Management                                                  Ch.5  

10/4                 Learn how to position a product, manage new product offerings, and make product life cycle, growth and product mix decisions.

                                    Assignment:

                                    Case Discussion: Proctor & Gamble, Inc.

                                    World Report by Team 8 on TUES 9/28 (Europe)

                                    Industry Report by Team 4 on THURS 9/30 (Medicine and Health)

 

QUIZ #2 will be given during one of the classes in the week of 9/27.

           

FIRST MIDTERM on Thursday, 10/7.

 

 

10/11               Integrated Marketing Communication Strategy and Management           Ch. 6

                        Understand what factors influence the communication mix and learn to design, implement and evaluate a marketing communication program.

                                    Assignment:

                                    Case Discussion: Cadbury Beverages, Inc.    

                                    World Report by Team 1 on TUES 10/12 (Latin America)

                                    Industry Report by Team 5 on THURS 10/14 (Entertainment)

 

 

10/18-             Marketing Channel Strategy and Management                                          Ch. 7

10/25               Understand how to analyze, select and modify trade relations. Study the impact of disintermediation and channel choice.

                                    Assignment:

                                    Case Discussion: Zoecon Corporation

                                    World Report by Team 2 on TUES 10/19 (North America)

                                    Industry Report by Team 6 on THURS 10/21 (Automotive)

                                    World Report by Team 3 on TUES 10/26 (Asia Pacific)

                                    Industry Report by Team 7 on THURS 10/28 (Science & Technology)

 

QUIZ #3 will be given during one of the classes in the week of 10/18.

 

 

11/1-               Pricing Strategy and Management                                                               Ch. 8

11/8                 Learn how to determine price. Emphasis is placed on analyzing effects of demand, cost and competitive influences on pricing strategies.

                                    Assignment:

                                    Case Discussion: Southwest Airlines

                                    World Report by Team 4 on TUES 11/2 (Europe)

                                    Industry Report by Team 8 on THURS 11/4 (Airlines)

 

QUIZ #4 will be given during one of the classes in the week of 11/1.

 

SECOND MIDTERM on Thursday, 11/11.

 

11/15               Interactive Marketing and E-Commerce                                                    Ch. 9 Understand the importance of a customer value proposition. Learn to work with strategic and operational challenges facing new entrant companies into the electronic marketplace.

                                    Assignment:

                                    Case Discussion - Amazon.com

                                    World Report by Team 5 on TUES 11/16 (Latin America)   

                                    Industry Report by Team 1 on THURS 11/18 (Travel & Hospitality)                        

 

11/22               Thanksgiving Break

 

 

11/29               Marketing Strategy: The Control Process                                                  Ch. 10

                        Learn to appraise marketing actions for the purpose of developing reformulation and recovery marketing strategies.

                                    Assignment:

                                    Case Discussion - The Circle K Corporation (pp.588-598)

                                    World Report by Team 6 on TUES 11/30 (North America)

                                    Industry Report by Team 2 on THURS 12/2   (Genl. Merchandise Retail)

 

QUIZ #5 will be given during one of the classes in the week of 11/29.

 

 

12/5                 Comprehensive Marketing Program                                                            Ch. 11

                        Learn to analyze marketing mix sensitivities, marketing strategy implementation and marketing organization for better performance.

                                    Assignment:

                                    In-class review of all past exams and exercises

 

 

12/13               Final Exam in Tehama 106 on WED, 12/15 from 8AM-9:50AM for BOTH SECTIONS OF MKTG 279. Final research paper and teammates' evaluations due at time of final exam. Notify me immediately if you have a schedule conflict. Last-minute arrangements will not be considered.