Benedictine University

MKTG 380 Marketing Strategy

Spring Semester, 2014
Mon., Wed., 11:00 a.m. 12:15 p.m.

Professor: Dr. Nona Jones
Office Number: 166 (Scholl Hall)
Telephone: Ext. 6475
Office Hours: Mon.: 12:30 p.m. 2:00 p.m. -- Tues.: 9:00 a.m. 10:30 a.m.
Wed.: 12:30 p.m. 2:00 p.m. -- Thurs.: 9:00 10:30 a.m.
E-mail: [email protected]
Textbook: Strategic Marketing Problems: Cases and Comments, 13
th
Edition.
Roger A. Kerin & Robert A. Peterson, Pearson-Prentice Hall, 2013
(ISBN: 0-13-274725-1)
Course Description: This course is designed to present a balance between marketing management
content and process. In addition to providing an overview of fundamental
concepts in formulating marketing strategy, the course will focus on major topics
in strategic marketing, the components of a marketing plan, and financial
analysis for marketing management. Case studies will be used to evaluate
marketing strategy and to develop alternative strategies when appropriate.
Course Goals/
Objectives: The cases covered in this course will provide students an opportunity to apply
marketing concepts and practices and to analyze strategic marketing problems in
a wide variety of industry settings. In addition, depending on the availability and
cooperation of local firms or institutions, a semester project requiring groups of
students to work with companies in the development of marketing plans for those
companies will give students practical experience in applying learned marketing
concepts.
The following Essential Learning Goals for Undergraduate General Education
apply to MKTG 380:

Critical Thinking and Problem Solving (1)
Demonstrate critical thinking and analysis
Identify, study, and solve problems
Achieve computational skills and an ability to understand and interpret
numerical data
Communication
Express concepts and ides clearly, creatively, and effectively in oral and
written forms
Personal Growth
Develop intellectual curiosity and a desire for lifelong learning
Understand the nature of and evaluate evidence
Breadth of Knowledge and I ntegrative Learning
Integrate learning from different disciplines to illuminate intersecting
topics of investigation
Explore connections between classroom knowledge and real-world
experiences
Course
Requirements/
Guidelines: - The learning method for this class will be case analysis and discussion;
therefore, thorough case preparation is essential to learning effectiveness in this
seminar. Students are expected to have read the assigned cases from the text
prior to each class and to participate in the team-led discussions.
- Missed exams or quizzes cannot be made up no exceptions, no excuses.
- All written assignments must be typed, free of grammatical and spelling errors,
with a separate title page that includes the title of the assignment, students name,
professors name, course number, title of the course, semester, and date. Up to
five (5) points will be deducted for each spelling and grammatical error on
written assignments and up to seven (7) points for failure to abide by the cover-
page guidelines.
- Absolutely no assignments listed in the syllabus will be accepted after the due
date and time. If you will not be attending class on the date that an assignment is
due, you must make arrangements to submit it prior to the due date, and the date
and time of submittal must be recorded by a professor or a staff member in the
business department. (Please see Attendance Policy for additional guidelines.)
Technology
Requirement: For the analysis and presentation of cases, basic word processing, spreadsheet,
and PowerPoint skills are required. A D2L site has been created for the class:
however, due to the nature of the course, the site will be used primarily for
special assignments or information and, possibly, for the submission of the final
individual case analysis. No PowerPoint slides will be posted on the site.

Attendance Policy: Students are expected to attend each class and to participate in case discussions.
If you are not in attendance on a date for which a class discussion or a group
presentation of a text case is scheduled, you must submit a 5-page written (typed)
analysis of the case at the following class session. Failure to submit this
assignment on time will result in a 30-point reduction in your total grade for the
semester.

In addition, each absence in excess of two (2) will result in a 20-point grade
reduction. (Please note: Your professor realizes that some of lifes occurrences,
such as a death in the family or an illness, are beyond your control. Therefore,
this policy, in effect, allows you two excused absences, equivalent to one week
of classes. (All other absences in excess of two, unless they are for a BU-
sanctioned activity that requires your participation, will be unexcused and, as
such, will be subject to the 20-point deduction.) With this policy in mind, you are
strongly advised to bank your two excused absences to be used only when
necessary.

Leaving the room while class is in session is disruptive. Therefore, any student
who leaves the classroom at any time during the 75-minute class session, without
having received permission from me prior to the start of class, will be subject to
an absence charge against that students attendance record.
Academic Honesty: The search for truth and the dissemination of knowledge are the central
missions of a university. Benedictine University pursues these
missions in an environment guided by our Roman Catholic tradition
and our Benedictine heritage. Integrity and honesty are therefore
expected of all members of the University community, including
students, faculty members, administration, and staff. Actions such as
cheating, plagiarism, collusion, fabrication, forgery, falsification,
destruction, multiple submission, solicitation, and misrepresentation are
violations of these expectations and constitute unacceptable behavior in
the University community. The penalties for such actions can range
from a private verbal warning all the way to expulsion from the
University. The Universitys Academic Honesty Policy is available at
http:/www.ben.edu/AHP, and students are expected to read it.
Students are also expected to assume a fair share of team/group activities.
Special Needs: If you have a documented learning, psychological, or physical disability, you
may be eligible for reasonable academic accommodations or services. To request
accommodations or services, contact Jennifer Golminas in the Student Success
Center, 015 Krasa Student Center, extension 6512. All students are expected to
fulfill essential course requirements. The University will not waive any essential
skill or requirement of a course or degree program.
Academic
Accommodations
For Religious
Obligations: A student whose religious obligation conflicts with a course requirement may
request an academic accommodation from the instructor. Students must make
such requests in writing by the end of the first week of the class.
Electronic Devices
Policy: One aspect of being a member of a community of scholars is to show respect for
others by the way you behave. One way of showing this respect in the
educational community is to do your part to create or maintain an environment
conducive to learning. That being said, allowing your cell phone to ring in class
is completely inappropriate, because it distracts your classmates and, thus,
degrades their overall classroom experience. Therefore, for the sake of your
classmates, you are expected to turn off your cell phone or set it to mute/silence
BEFORE you enter the room. Furthermore, if you use your cell phone in any
manner during class (e.g., text messaging, games, etc.), this will be an indication
to me that your mind is elsewhere, in other words, that you are really not here.
Consequently, you will be considered absent for that day. (If you have already
signed the seating chart, your name will be crossed off.). If you use your cell
phone in any manneror if it ringsduring an exam, you will receive a zero for
that exam.
This policy also applies to pagers, iPods, iPads, BlackBerrys, PDAs, Treos, MP3
players, and all other electronic communication and/or storage devices. Laptops
may be used during class only for instructor-directed exercises.
Evaluation: Student teams will be responsible for thoroughly analyzing and presenting two
cases from the text and leading the class in the discussion of those cases.
Leading the discussion means that the team will be charged with thoroughly
relating the case to material covered in class and with actively engaging the rest
of the class in the discussion. No written report will be required for the first case
analysis; the grade for the case will be based on the content of the analysis and
the quality of the presentation delivery. For the second, case analysis, teams will
responsible for both an oral presentation and a written report.
There will be three exams, two of which will be in the form of in-class case
analyses; one homework assignment; and at least one unannounced quiz.
Peer Evaluations will be utilized in the assessment of all group/team work,
which means that individual grades for team assignments could vary.
Class participation is a crucial element of this course. Therefore, your
participation in class discussions of cases will be monitored closely and, if
significant, will work in your favor in borderline-grade situations.
Grading:
Course Element Points
Exam 1 (in-class case analysis) 150
Exam 2 (in-class case analysis) 150
Exam 3 100
Quizzes (unannounced)/Homework 100
Individual Written Case Analysis 200
Team Case Analysis (presentation only) 100
Team Comprehensive Case Analysis
(written report & oral pres.) 200
Total Points 1000

Scale Total Points
A = 90 100% 900-1000
B = 80 89 800-899
C = 70 - 79 700-799
D = 60 69 600-699
F = 59 and Below 599 and Below

COURSE SCHEDULE- MKTG 380
(Spring 2014)
Date Topic Assignment (Subject to change)
1-13 Syllabus review; Team Assignments; Ch. 1:
Foundations of Strategic Marketing Management
NA
1-15 - Foundations of Strategic Mktg. Management (cont.)
- Financial Aspects of Marketing Management
Read Chapter 1 & Appendix A, Ch. 2
1-20 No Class Dr. Martin Luther King, Jr. Day
1-22 Financial Aspects of Marketing Management (cont.) Ex. 1, 2, 3 (Ch. 2)
1-27 Financial Aspects of Marketing Management (cont.) Ex. 5, 7 (Ch. 2)
1-29 - Homework Assignment due
- Marketing Decision Making and Case Analysis
- Opportunity Analysis, Market Segmentation, and
Market Targeting
Ex. 4 & 6 (Ch. 2)
Read Chapters 3 & 4
2-3 South Delaware Coors, Inc. case Read and analyze case for group work.
2-5 South Delaware Coors, Inc. case group presentations Prepare case analysis for presentation
2-10 Breeders Own Pet Foods, Inc. case Read and analyze case for discussion.
2-12 Breeders Own Pet Foods, Inc. case (cont.) Continue analyzing case for discussion.
2-17 Janmar Coatings, Inc. case
Team 1 Oral Presentation; class discussion

Team 1 to prepare presentation; rest of
class to read and analyze case for
discussion and critique
2-19 - Product and Service Strategy and Brand Management
Dermavescent Laboratories, Inc. case
Read Chapter 5; read and analyze case
for discussion.
2-24
- Dermavescent Laboratories, Inc. case (cont.)

Continue analyzing case for discussion
2-26 Exam 1 (in-class case analysis) Prepare for exam
3-3 -Discussion of Exam case
- Integrated Marketing Communication Strategy and
Management
Read Chapter 6
3-5 - Marketing Channel and Supply Chain Strategy and
Management
- Pyramid Door, Inc. case
Read Chapter 7; read and analyze case
for discussion
3-10 VF Brands: Global Supply Chain Strategy case
Team 2 Oral Presentation; class discussion
Team 3 to prepare presentation; rest of
class to read and analyze case for
discussion and critique
3-12 - Pricing Strategy and Management
- Metabical: Pricing, Packaging, and Demand
Forecasting for New Weight-Loss Drug case
Read Chapter 8; read and analyze case
for discussion
3-15 Application for December 2014 Graduation Due NA
3-17 Spring Break No Class
3-19 Spring Break No Class
3-24 Marketing Strategy Reformulation: The Control Process
Coleman Art Museum case
Read Chapter 9; read and analyze case
for discussion
3-26 Sonance at a Turning Point case
Team 3 Oral Presentation; class discussion
Team 4 to prepare presentation; rest of
class to read and analyze case for
discussion and critique
3-31 Exam 2 (in-class case analysis) Prepare for exam




COURSE SCHEDULE- MKTG 380 (cont.)
(Spring 2014)
4-2 - Discussion of exam case
- Team Meetings Work on case analyses
Bring case notes/information to class
4-7 - Global Marketing Strategy and Management
- Chevrolet Europe case
Read Chapter 10; Read and analyze
case for discussion
4-9 - Global Marketing Strategy and Management (cont.)
- Chevrolet Europe. Case (cont.)
Chapter 10 (cont.)
4-13 Last Day to Withdraw
4-14 - Global Marketing Strategy and Management (cont.)
- Qingdao Haier Ltd: Considering the Maytag
Acquisition case
Read and analyze case for discussion
4-16 Appendix: Preparing a Written Case Analysis Read case and sample Student Analysis
for discussion
4-21 Easter Monday No class
4-23 Exam 3 (no case analysis) Prepare for exam
4-28 - Review Exam
- Team Meetings Work on semester projects
Bring case notes/ information to class
4-30 Team Case Analysis Presentations All Teams
Team Written Reports Due
Prepare presentations and reports
5-7 There will be no final exam.
Individual Written Case Analysis Due
(Note: Must be submitted no later than 10:15 a.m. --
Case to be announced)
Prepare case analysis

Format for First Team Case Presentation and Discussion (Spring 2014)*

Teams will make a 25-30-minute presentation of their case analysis on the assigned day as
indicated in the syllabus. The exact content of the presentation will depend upon the problems
and issues being posed in the case, that is, the major strategic marketing topics being stressed.
Prior to your teams presentation, you will be given specific questions to be answered as well as
any additional guidelines to follow. You should also use the sample Student Analysis, which
begins on page 697 of the textbook, as a general guide in the analysis of cases.

Teams will be graded on the content of the case analysis, as well as the delivery of the
presentation. Details of all relevant financial analyses must be shown on your slides and must
be explained fully. Because no written report is required, for this first team case analysis, these
details are critical. The team is also required to turn in, prior to the presentation, copies (full-
page size) of all visuals. The cover page for these copies should include all of the elements listed
under the Course Requirements/Guidelines section of the course syllabus.

Business Attire is required suits (or dress slacks and jackets) and ties for males, pantsuits,
dresses, or skirt suits for females. In addition, footwear appropriate for a business environment is
required. An automatic 20 points will be deducted for failure of all team members to meet these
requirements. (This deduction will be taken, for example, if only one member of the team fails to
meet the requirement.) Remember: You must dress as if you are giving a formal presentation in
a corporate environment.

No external information (e.g., people, secondary research, etc.) is to be accessed when preparing
the case; consider only the information given in the case.

************************************
*I nstructions for the major team case analysis (worth 200 points) will be distributed at a later
date.


Dr. Jones
1/13/14