Jesse H. Jones School of BusinessTexas Southern University

MKTG 650: Strategic Marketing Management Course: MKTG 650 Instructor: Dr. Delonia O. CooleySemester: Spring 2016 Office: JHJ Suite 330Time: 5:30 – 6:45p Tel: (713) 313-1305Place: JHJ 206 Email: cooleydo@tsu.eduOffice Hrs: T & Th: 12p-1pm & 2:30p – 4p Blackboard: texsu.blackboard.com

W: 10a-2pm (virtual hrs.) or by appointment

Course Materials: A Framework for Marketing Management, Kotler and Keller, latest edition, Pearson Prentice Hall. ISBN 978-0-13-253930-2

1a Additional Readings already posted in Blackboard, as listed on the Weekly Assignments1b Harvard Business Review Cases

Course Overview: This course revisits some of the classic marketing text and updates to those terminologies. Using current research strategies, students will enhance their foundational knowledge of Marketing and its transferrable uses to the energy sector. This course will analyze the current platforms of Marketing knowledge due to the advancement of innovative technology and how they have forged a formidable force to the traditional forms of Marketing. The goal of the course is to emphasize the necessity of Marketing in all areas of business, including the energy/finance sector.

Course Objectives: To introduce the concepts of marketing and their impact on organizations To introduce the impact of the Internet on the effective practice of marketing Understanding the role that marketing plays in effective, efficient business strategy Fundamental concepts in marketing strategy development and execution are introduced. Key

analytics that lead to the capability to select and execute successful market-driven and market-driving strategies are applied to multiple industries and firms.

You will learn how to decide which factors in the competitive landscape are most likely to affect a business, how you can gauge the level of impact of the factors, and what impact the factors are likely to have on a business’ future.

Personal Requirements An open mind A level of professionalism (In your speech – both verbal/Wimba and electronic/email/discussion

board, dress, and demeanor)* A sense of humor A working email address that is accessible through Blackboard Critical Thinking skills A drive to learn and exceed

THE LEARNING ENVIRONMENT

Homepage: The Blackboard course homepage allows access to ANNOUNCEMENTS and to COURSE DOCUMENTS containing the PowerPoint slides for each module, the group assignments, and the syllabus. All assignments and their due dates are in the syllabus as well.

Discussion Board: The DISCUSSION BOARD is our "interactive classroom" where we ask questions, and post comments and have discussions among individual students, groups and the professor outside of the classroom environment. Students are expected to log into the course regularly as new assignments/ important information will be posted in the ANNOUNCEMENTS sections.

Assignments: The ASSIGNMENTS section will be the “place” where all completed assignments are posted. That is, where students post responses to the Powerpoint slides, to the books/cases, and all other public communiqués.

Email Addresses: It is very important that you check your TSU email address (it’s automatically given to you when you enroll in the course) everyday. All of the professor’s communications to the class are sent directly from Blackboard to students’ TSU email addresses. Recommendation: If you have not done so already you may also setup your TSU email address to go directly to your personal email address. This will ensure that you do not miss assignments. If you need instructions on how to do this, please contact Kenneth Collins. He will instruct you on the proper procedure to do so.

Advice on MBA Attitude toward Grades: It is pointless and ultimately self-defeating to fixate on grades in an MBA program, especially an MBA program. Graduate education is different from undergraduate education in many ways. Students who carry a grade fixation overboard in graduate school often risk damaging their relationship with their professors, with the school, and with their peers. Your job here at TSU/JHJ is to do your best and to focus on the learning opportunity your course of study affords you to become a more effective leader and manager.

I urge you not to wait to do any of your work, but especially the cases, the analysis, and most importantly the project. I have made all the material available to you as soon as the course starts. That way, if you want to utilize some free time you may have after completing your current assignment to work on a future assignment, please do so. It will help you at the end of the course. But, once the link for the assignment is gone from Blackboard, you will not be able to go back because the deadline for the assignment has passed.

COURSE REQUIREMENTS AND EVALUATIONEach student should read the material for the assigned class in advance and be prepared to participate. All students in the class need to share in the responsibility for learning.

Performance Evaluation and Description of Assignments % of Grade Activity

Cases10 Midterm Case – Team 5015 Final Case – Team 75

Team Marketing Plan Project 5 Proposal 2520 Presentation 15010 Peer Evaluation 50

Industry Analysis Paper 15 Analysis of project industry 100

Group Videos 15 2 Group videos (50 pts each) 100

Discussion Boards10 4 Discussion Boards (25 pts each) 100

COURSE SCHEDULE: MKTG 6501. No late work accepted for any reason . You have plenty of lead time.2. You must keep up with the readings.

a. There are some additional readings outside of the required textbook. They have already been placed in Blackboard during the week of the assignment for you.

Week Starting Date

Topic(s) Readings Assignments, Quizzes, Tests Due

1 Jan. 19/21 Marketing Introduction Chap 1 Read “Why Marketing has Changed”

2 Jan. 26/28 Marketing Strategy Chap 2 Discussion Board 1 Due3 Feb. 2/4 Market Demand &

Market ForcesChap 3 Read “Four Current Trends that will

Change Marketing Forever” Read “What’s the Future for Marketing

in the Media Industry”

4 Feb. 9/11 Customer Analysis Chap 45 Feb. 16/18 Consumer Behavior Chap 5 Plan Proposal due

6 Feb. 23/25 Segmenting & Targeting,Business Buyers

Chap 6, 7 Discussion Board 2 due

7 Mar. 1/3 Creating Brand Equity,Positioning Brands

Chap 8, 9 Group Video – #1Who is your target market?

8 Mar. 8/10 Product Management*Midterms

Chap 10 Case 1 Due: Group Assignment (Lenovo)*Present summary findings in class

9 Mar. 12 – 20

Spring Break Spring Break

10 Mar. 22/24 Services Management Chap 11 Industry Analysis paper due

11 Mar. 29/31 Product Pricing Chap 12 Discussion Board 3 due12 Apr. 5/7 Product Placement Chap 13 Case 2 due: Group Assignment (Red

Lobster) Read “Social Media Marketing”

13 Apr. 12/14 Product Promotion Chap 15 Group Video – #2 How do you intend to promote your product?

Sample marketing medium required. *Present summary findings in class

14 Apr. 19/21 Mass Communication Chap 16 Discussion Board 4 due15 Apr. 26/28 Group Presentations Group Presentations: Due by 4/25 @

11:55pm16 May 3/5 Group Presentations Group Presentations

May 9-15 Finals Week Finals WeekTEAMWORK IS REQUIRED!! This class involves extensive teamwork. *A NOTE ABOUT TEAMS: In the world of work, much of the work is done in teams and many do not have the option of selecting their fellow team members. Teams learn to work together, despite any personal and professional differences. As such, YOU MAY NOT SWITCH TEAMS ONCE THE PROFESSOR HAS ASSIGNED THEM AND IT IS EXPECTED THAT STUDENTS WILL RESOLVE ANY TEAM CONFLICTS ON THEIR OWN. THE PROFESSOR GENERALLY DOES NOT EXPECT TO MEDIATE ONFLICTS. EVERYONE ON TEAM RECEIVES THE SAME GRADE FOR THEIR GROUP ASSIGNMENTS, UNLESS OTHERWISE SPECIFIED.

Contacting Your Group - The list of groups is posted on Blackboard. You may email your team through Blackboard by logging into Blackboard, select Communications, and then select Groups and the link for your group will be highlighted.

ASSIGNMENTS

Individual Assignment Students are expected to read the material for the week and respond in detail to the material on the designated Discussion Board forum. The responses should always include the following: 1. General statements about the topic; 2. Organizational examples of your points. 3. Students must also respond to another classmate’s post, too. Be sure that it is clear to which student you are responding. It is required that students both post a reply and respond to at least 1 other student’s reply in order to receive any credit for that week’s Discussion Board topic. “At least” means that is the minimum required for a grade, but always remember “WHAT YOU PUT IN, IS WHAT YOU GET OUT!” If you put in the minimum, don’t expect the maximum!For example, if you wait until Friday to do your posts, this is considered a minimum level of work, and will not receive full credit.

IF STUDENTS DO NOT BOTH POST THEIR OWN RESPONSE TO THE POWERPOINT SLIDES/DISCUSSION BOARD TOPIC AND RESPOND TO AT LEAST 1 OTHER STUDENT’S POST BY 7PM CST ON THE THURSDAY OF THE WEEK THAT THE TOPIC IS LISTED ON THE SYLLABUS, THEY RECEIVE NO CREDIT FOR THAT WEEK’S DISCUSSION BOARD ASSIGNMENT.

Posting Responses on the DISCUSSION BOARD should reflect an understanding of that week’s topics. For example, if the material deals with Leadership Ethics, do not post simplistic threads like “The slides discuss 3 kinds of leadership ethics.” Instead, your post should be thought-provoking by discussing world or organizational contexts, and what works in practice versus theory. Responses to others’ posts should also demonstrate your ability to make thought provoking and meaningful comments. For example, don’t just say, “ I agree with Mark or Lilly.” Instead, tell the class members why you agree/disagree or what led you to support that opinion. Your responses may agree, disagree, comment or debate a class member’s point as long as it is done with civility and respect. Note: You may lose points for an assignment if the posts are not sufficiently thought provoking.

*YOU MUST CITE WHERE YOU GET YOUR INFORMATION FROM FOR YOUR POSTS AND ALL OTHER ASSIGNMENTS!!!! THERE ARE NO EXPECTIONS TO THIS RULE!!! I EXPECT TO SEE THE UTILIZATION OF APA OR SOME OTHER CITATION FORMAT UTILIZED WITH YOUR INITIAL POST TO DISCUSSION QUESTIONS AND ALL ASSIGNMENTS THAT ARE TO BE SUBMITTED. WITHOUT IT, YOU WILL NOT RECEIVE FULL CREDIT FOR ANY ASSIGNMENT!

Our class is dynamic, such that we follow current events. On occasion, I may post a Discussion Board question to which everyone should respond. I will email you when I do this and let you know by when your responses are due.

If Students Cannot See the Discussion Board Forum for a Particular Week Anymore - The DISCUSSION BOARD forum for each week closes at 7pm CST on the Thursday of the week that the assignment is due. When it closes, students cannot see that forum anymore. However, all work that is posted on Blackboard is preserved and can always be viewed by the professor, even if students cannot see it. Thus, if students complete their assignment and post it on the appropriate Discussion Board forum within the designated time frame, the professor can see it, even if the student no longer can.

It is preferred if you try to utilize information from all sources readily available to you. Since this is a marketing class, and one of the main premises of marketing is creativity, please refrain from using what is comfortable to you. In other words, you may utilize your current organization in your discussion board topics, but it is also required that you pull information from other organizations as well. In other words, if you only discuss/utilize your current organization in your posts without referencing another, you will not receive full credit for the assignment! This is to force you to think outside of the box and be CREATIVE!

*Please read the last page of the syllabus closely for guidelines on posting etiquette

CASE ANALYSISA case study is a collection of facts and data based on a real or hypothetical business situation. The goal of a case study is to enhance your ability to solve business problems, using a logical framework. The issues in a case are generally not unique to a specific person, firm, or industry, and they often deal with more than one retail strategy element. Sometimes, the material presented in a case may be in conflict. For example, two managers may disagree about a strategy or there may be several interpretations of the same facts.

In all case studies, you must analyze what is presented and state which specific actions best resolve major issues. These actions must reflect the information in the case and the environment facing the firm.

Analysis should include these sequential steps:

1. Presentation of the facts surrounding the case. 2. Identification of the key issues. 3. Listing of alternative courses of action that could be taken. 4. Evaluation of alternative courses of action. 5. Recommendation of the best course of action.

Presentation of the Facts Surrounding the Case: It is helpful to read a case until you are comfortable with the information in it. Re-readings often are an aid to comprehending facts, possible strategies, or questions that need clarification and were not apparent earlier. In studying a case, assume you are a retail consultant hired by the firm. While facts should be accepted as true, statements, judgments, and decisions made by the individuals in a case should be questioned, especially if not supported by facts—or when one individual disagrees with another.

During your reading of the case, you should underline crucial facts, interpret figures and charts, critically review the comments made by individuals, judge the rationality of past and current decisions, and prepare questions whose answers would be useful in addressing the key issue(s).

Identification of the Key Issue(s): The facts stated in a case often point to the key issue(s) facing a retailer, such as new opportunities, a changing environment, a decline in competitive position, or excess inventories. Identify the characteristics and ramifications of the issue(s) and examine them, using the material in the case and the text. Sometimes, you must delve deeply because the key issue(s) and their characteristics may not be immediately obvious.

Listing Alternative Courses of Action That Could Be Taken: Next, alternative actions pertaining to the key issue(s) in the case are listed. Consider courses of action based on their suitability to the firm and situation. Thus, the promotion strategy for a small neighborhood stationery store would not be proper for a large gift store located in a regional shopping center. Proposed courses of action should take into account such factors as the business category, goals, the customer market, the overall strategy, the product

assortment, competition, legal restrictions, economic trends, marketplace trends, financial capabilities, personnel capabilities, and sources of supply.

Evaluation of Alternative Courses of Action: Evaluate each potential option, according to case data, the key issue(s), the strategic concepts in the text, and the firm's environment. Specific criteria should be used and each option analyzed on the basis of them. The ramifications and risks associated with each alternative should be considered. Important data not included in the case should be mentioned.

Recommendation of the Best Course of Action: Be sure your analysis is not just a case summary. You will be critiqued by your professor on the basis of how well you identify key issues or problems, outline and assess alternative courses of action, and reach realistic conclusions (that take the retailer's size, competition, image, and so on into consideration). You need to show a good understanding of both the principles of strategic retail management and the case. Be precise about which alternative is more desirable for the retailer in its current context. Remember, your goal is to apply a logical reasoning process to retailing. A written report must demonstrate this process. The outcome paper for the comprehensive case analysis is not to exceed 8 pages. In corporate America, you have to learn to get straight to the point with your reports. All the graphics just to take up space will not/do not impress me. So, utilize them in a way that you can still get your point across without taking up all the space needed to write. I do understand that this is a Marketing course, and you need to be creative, but be creative in the require space provided. If you exceed the page limit, your grade will be penalized.

You DO NOT need/use outside sources in a case analysis. You only need to use the information presented to you in the case to make your point. If you use outside sources, it defeats the purpose.

GROUP VIDEOEach team will create a presentation, and then submit it as a video. The topics are listed on the syllabus. These videos/presentations are to be treated as if it were a final presentation. They are to be professional and EVERYONE is to have a speaking role. EVERYONE is to be dressed professionally. The video has a 5 minute (max) time limit.

Video #1 - Target Market – you will need to explain what target market you intend to focus on in your marketing plan. You will need to describe them exactly.

Video #2 - Promotion – you will need to discuss the promotion/advertising mediums you intend to utilize to reach your planned target market and why you think they are appropriate. You will need to be specific to those mediums by providing examples of those medium in the video itself.

INDUSTRY ANALYSIS PAPEREach team is required to prepare a comprehensive industry analysis for the industry that you intend on utilizing for your Marketing Plan for the class. There is a maximum 6 page paper (executive summary, exhibits, references, appendices, cover sheet, and any other material deemed relevant may be added to the above page limit). This analysis is the preliminary report to start your Marketing Plan Project. If you exceed the page requirement, your grade will be penalized and I will not read beyond the maximum page limit.

For your particular industry analysis, if there is information in the template that you think is unavailable or irrelevant, or if there is information you wish to add that is not in the template, please contact me in a timely manner. Parts 1, 2, 3, and 4 can be included in the document in any order. Part 5 must be the last major part of the paper. Do not duplicate information across the various sections of the template.

1) Perform an External and Internal Environmental Analysis

a. External environment yields opportunities and threats b. Internal environment yields strengths and weaknesses - focus on things that contribute

most to market success 2) Perform a Competitor Analysis

a. Identify and analyze the three most important direct competitors b. Identify other current and potential direct competitorsc. Identify current and potential indirect competitors

3) Perform a Market/Submarket Analysis – current and high potential 4) Perform a Customer Analysis – current and high potential 5) Provide a Comprehensive Strategy Assessment

a. Describe each key competitor’s current positioning/marketing strategy b. What are each key competitor’s major sources of competitive advantage c. What additional sources of competitive advantage could each develop in the futured. Select one competitor for further focus, then provide

i. New positioning and accompanying new marketing strategies that you recommend for it

ii. Why you recommend these particular strategiesiii. How these strategies would be implementediv. How their success should be measured

YOU MUST CITE WHERE YOU GET YOUR INFORMATION FROM FOR YOUR POSTS AND ALL OTHER ASSIGNMENTS!!!! THERE ARE NO EXPECTIONS TO THIS RULE!!! I EXPECT TO SEE THE UTILIZATION OF APA OR SOME OTHER CITATION FORMAT UTILIZED WITH YOUR INITIAL POST TO DISCUSSION QUESTIONS AND ALL ASSIGNMENTS THAT ARE TO BE SUBMITTED. WITHOUT IT, YOU WILL NOT RECEIVE FULL CREDIT FOR ANY ASSIGNMENT!

MARKETING PLAN (Please see Template on Blackboard)

This is a semester-long team project focused on developing a marketing plan for an innovative, INTERNATIONAL product/service. Each team will come up with one innovative product/service and develop a comprehensive marketing plan, following the template is provided in Course Content. Although individual team members may take on certain management and editing tasks in the Team Work Plan, all team members are collectively responsible for understanding and preparing materials for this assignment. Peer evaluations will be administered at the end of the course.  There will be a PowerPoint/Prezi presentation to be made seen in a 20 – 25 minute video presentation (all members must participate in the video presentation) of the plan required. There IS NOT a paper required for this project for this is a Marketing course and therefore, needs to have a more creative flare of presenting your work (i.e. YouTube clips, commercials, advertisements, Public Relations events, etc.).

So, to sum it up, you and your group are looking at taking your new product International, and you have to create the marketing plan to support your proposal for doing so. (Please see the sample Marketing Plan posted on Blackboard under “Course Information” as to what is expected of the project and your presentation. Remember, this is only an example, not the guideline to follow).

Step 1: Coming up with Innovating Product/Service In developing your idea for your team Marketing Plan for a NEW INTERNATIONAL product/service assume you are presenting your product/service idea to the New Product Development (NPD) department of “your” existing organization.  This is not an “entrepreneurial” exercise, but rather a “marketing management” one consistent with the MBA 650 course title, Strategic Marketing Management and Innovation.

  The organization you choose may be one that you decide to create on your own or as a collective group, you may pick one of your own/currently employed by organizations (only for background history purposes), but it must be an existing, well-known, and easily researched organization (usually one can find more information on publicly traded companies).  The NPD Committee of the organization has asked you to come up with an innovative, imaginative idea that upon further review can lead to a new avenue of growth for the organization in an INTERNATIONAL setting.  You are only responsible for generating the idea, and proposing the implementation of the plan. Although, it would be helpful for you to gain a perspective on how the NPD process would play out in any well-run organization.   Keep in mind that the products/services ideas have to come from one of the following categories:   1. New-to-the World (new products/services that create an entirely new market) 2. New Product/Service Line (new products/services that allow a company to enter an established market for the first time) 3. Additions to existing product lines (new products/services that supplement existing brands and product lines)   The really creative, “premium”, new product/service idea should ideally come from the “new-to-the-world” category, but your particular organizational situation might warrant considering other categories.   *NOTE: Improvements and revisions of existing products/services, repositioning, or cost reduction alternatives should not be considered.   To successfully generate viable ideas for your organization, make sure you first know and understand the organization and its position in the marketplace.  Start your research by looking at the existing services and product lines related to your idea and what other organizations currently carry. Consider the target market for each product and service line while thinking of the proposed new offerings.  There is no need to report on this now as your proposed product/service idea will reflect your understanding of the company and environment it operates in.  Note that you will also need much of this information in the team Marketing Plan you will be developing this term.    In addition to screening your proposed organization new product, ideas can come from interacting with various groups and from using creativity-generating techniques such as Attribute Listing, Forced Relationships, Morphological Analysis, Reverse Assumption Analysis, New Contexts, and Mind-Mapping.  Ideas can come from interacting with others such as customers, scientists, competitors, employees, channel members, and top management.    Customer needs and wants are the logical place to start the search.  One-on-one interviews and focus group discussions can explore product needs and reactions.  Technically oriented organizations can learn a great deal by studying customers who make the most advanced use of the organization’s products and who recognize the need for improvements before other customers do.  Employees throughout the company can be a source of ideas for improving production, products, and services.

Organizations can also find good ideas by researching competitors’ products and services.  They can find out what customers like and dislike about competitors’ products.  They can buy the competitors' products and take them apart.  Company sales representatives and intermediaries are a particularly good source of ideas. These groups have firsthand exposure to customers and are often the first to learn about competitive developments.  New-product ideas can also be gleamed from inventors, patent attorneys, university and commercial labs, industrial consultants, advertising agencies, marketing research firms, and industrial publications.

Step 2 - Developing Marketing Plan for new product/service - semester long team project   Teams have to agree on product/service selection and confirm it with their faculty. For the rest of the semester, teams will be working on developing marketing plan for that product/service. The template of the marketing plan is posted in Course Content. Each week your team is responsible for completing sections of the marketing plan.  

Criteria for Grading the Written Assignments All papers should be written in essay format, double-spaced. Normally, the font is 12 point,

Times New Roman. Please do not submit a paper that is written in Q&A format or has numbered paragraphs. Quality of writing: sentence structure, grammar, punctuation, paragraphing, readability, flow of document, style (should be professional and interesting), and should be consistent throughout. ALL PAPERS SHOULD HAVE INDENTED PARAGRAPHS.

Quality of form/appearance: overall attractiveness of the report, appropriate sectioning with appropriate sub-headings, linkage of sections

Focus: demonstration of appropriate selectivity in use of source materials Analysis: What are the key points or issues? Synthesis: Quality of the conclusions drawn. They should fit together into a cohesive analysis

and reflect the key issues that are identified. Linkage of source material, analysis of it, and recommendations and conclusions. Persuasiveness of argumentation throughout the document. Demonstrated understanding of the language and concepts of management. ALL PAPERS SHOULD HAVE PAGE NUMBERS!!

General Course PoliciesTHERE IS NO MAKE UP WORK. JOB-RELATED EXCUSES ARE NOT A LEGITIMATE REASON FOR MISSING ASSIGNMENTS. ACADEMIC HONESTY. All students in the class have the right to expect that student grades will reflect effort and mastery of the material. Both cheating and plagiarism are serious academic offenses, and neither will be tolerated. If discovered, you will fail the course and, possibly, have disciplinary action pursued with university disciplinary committee. In short, DO YOUR OWN WORK unless it is considered part of your group project!!! If you are caught (and you will get caught), you will be put out of the class IMMEDIATELY and PERMANENTLY, resulting in you being dropped from the course with a grade of an F.

LATE ASSIGNMENTS WILL NOT BE ACCEPTED. LATE IS DEFINED AS AFTER THE STATED TIME FOR STUDENTS TO HAVE SUBMITTED THE ASSIGNMENT HAS PASSED AS NOTED ON BLACKBOARD (IF A WRITTEN/VIDEO ASSIGNMENT) OR AFTER THE TIME THAT THE POSTING WAS NOTED ON THE DISCUSSION BOARD (FOR DISCUSSION BOARD ASSIGNMENTS). IF THE ASSIGNMENT IS EVEN ONE MINUTE LATE, THE ASSIGNMENT RECEIVES NO CREDIT. ALL ASSIGNMENTS/POSTINGS ARE DUE BY 5PM OF THE FRIDAY LISTED ON THE SYLLABUS.PROFESSIONALISM: Professional behavior is expected and appreciated. Namely during the virtual discussions and in posting discussion questions, please use polite language and refrain from demeaning others’ in the class (see last page of syllabus for netiquette)CONTACT: I check email much more frequently than my voice mail. Email is the best way to contact me, though please allow a few hours for a response.

1. When responding to another person’s comment, start your reply by using the name of the person,

such as “John, I think . . .”

2. Make your comments brief, but expound enough for your thought process to be understood.

3. Limit your entries to one thought or point per comment. If you have more than one point you want to

make, post another entry.

4. Don't say anything online you wouldn't want to see printed in a newspaper or shown on CNN.

5. Use your real name. I cannot evaluate the comment if I don’t know who you are.

6. Be polite, even when disagreeing with others. .

7. Don’t disrupt an ongoing conversation, unless otherwise directed by me. If there’s a conversation on

a particular topic, feel free to join in. But don’t just jump in to change the subject.

8. If you want an answer from a specific person, address your comments to that person. If, on the other

hand, you wish to address the whole class, simply say something to the effect of “Hello everyone.”

9. Do not write comments all in capital letters, which are seen as screaming or shouting online.

10

.Online posts are not the same as sending texts. Use complete words, not text-style language.

11

.Cite all quotes, references and sources and respect copyright and license agreements.