MKTG 6100

Marketing Strategy

 FALL SEMESTER 2009

Dr. George E. Nakos

Office: T-256

Office Hours: Monday  3:00 to 8:00 PM and on Saturdays 30 minutes before our  class

E-mail: GeorgeNakos@clayton.edu

Phone: (678) 466-4552

Text: O.C Ferrell and Michael Hartline (2007): Marketing Strategy (4th Edition); Thompson-Southwestern; ISBN: 0-324-36272-2

The CSU policy concerning children in classes and on-campus:

Children are not permitted in classrooms. 

Faculty will not allow children to be present in their classrooms.  If a student brings children to class, the student and children must be told to leave the classroom.

Unattended children will not be permitted on-campus (in hallways, the gym, the library, outside of buildings, etc.).

Public Safety (770 961-3540) will be notified if unattended children are observed on campus.  If faculty or staff observe unattended children on-campus, they are responsible for informing Public Safety.  The campus police will take any unattended children to the classroom of the parent, and will get the parent out of class.  The parent will not be permitted to bring such children into the classroom.

Parents are referred to Campus Life (UC Room 258, 770 961-3510) for information concerning childcare facilities off-campus.

 

Academic Integrity:   Academic integrity is of paramount importance at Clayton State University .  Students are expected to abide by the Student Code of Conduct as outlined in the University’s official Student Handbook.

  Student Policies:   Students are expected to abide by all policies in the University Catalog, Student Handbook, and the list of Basic Student Responsibilities posted on the Registrar’s Web site: http://adminservices.clayton.edu/registrar/.

  Special Accommodations:   Individuals with disabilities who need to request accommodations or obtain this document in an alternative format, please contact the Disability Services Coordinator, Student Center 214, 770-961-3719.

  Other Information:   Please observe good classroom etiquette: cell phones and pagers off; computers off and closed unless being used in a classroom assignment.

q      Please feel free to seek individual assistance from the professor.

q      Be sure to check the School of Business Web site for academic & career advisement:

http://business.clayton.edu/advisement/default.htm  

 

Our Mission  

The Mission of the School of Business is to:   

Prepare a diverse student body for business and professional careers by providing a quality education.

Provide a student-centered environment, using technology to enhance student learning.

Support faculty in applied and instructional research and service to the profession.

Serve primarily the metropolitan Atlanta area.

 

Course Schedule:  The following course schedule provides a detailed checklist of topics and assignments by week.  This syllabus / course outline provides a general plan for the course.  The professor reserves the right to make periodic changes to content, requirements, and schedule to accommodate the needs of the class and to fulfill the goals of the course.

PREREQUISITES: Admission to Master of Business Administration Program

COMPUTER COMPETENCIES REQUIRED: This course requires basic knowledge of computers. E-mail and an electronic discussion zone will be utilized extensively.

ITP CHOICE POLICY: Each CCSU student is required to have ready access throughout the semester to a notebook computer that meets faculty-approved hardware and software requirements for the student's academic program. See http://itpchoice.clayton.edu for full details of this policy.

STUDENT POLICY STATEMENTS: Students must abide by policies in the University Catalog, Student Handbook, and, if applicable program handbook.

LAST DAY TO WITHDRAW FROM COURSE WITHOUT ACADEMIC ACCOUNTABILITY: October 9

COURSE DESCRIPTION: A high-level course focusing on the central strategic role that marketing plays in the success of a company.  The case method will be used extensively and ethical implications in marketing decisions will be explored.

COURSE OBJECTIVES: 

Upon completion of this course, the student should be able to:

- Understand the importance of the marketing concept and how the economic, political, social/demographic forces, and the legal/regulatory environment influence for profit and non-for profit enterprises

- Have a better understanding of marketing strategy, market analysis, market planning, and market feedback metrics

- Have better critical thinking, writing, and oral presentation skills following the analysis, presentation, and class discussion of marketing cases

- Have a better understanding of the 4 Ps of Marketing and the importance of Marketing for a successful enterprise

COURSE PROCEDURES TO BE FOLLOWED

  1. These objectives will be accomplished through review and discussion of marketing principles, business cases and supplementary readings.
  1. Assignments are to be typed and submitted at or before the beginning of the class period on the date due.
  1. If a make up test or exam is granted, it carries a 10% penalty for lateness (except in cases where a student is absent to participate in University sanctioned activity.) If a student expects to be absent, work or tests are to be completed before the absence.

 

CLASS ATTENDANCE POLICY:

EACH STUDENT IS EXPECTED TO ATTEND CLASS ON ALL SCHEDULED DAYS, AND MUST BE ON TIME.

EXAMINATION AND GRADING

Tests and examinations will be in the essay or multiple choice format. There will be one exam plus a final exam covering basic course material. Students will be expected to prepare each marketing case and be able to discuss it in class.

GRADING

90- 100 A

70- 89 B

70- 79 C

60- 69 D

0- 59 F

GRADE DISTRIBUTION: 

- Class Participation (In Class and Online)     15%

- Group Marketing Plan                                   20%

- Oral presentation of marketing plan              10%

- Marketing  Cases                                           20%

- Midterm Exam                                               15%

- Final Exam                                                     20%

FALL SEMESTER 2009 CLASS SCHEDULE 

Saturday August 29 – Course Overview - Introduction to Case Analysis – Introduction to Marketing Plan (Group Project) – Chapter 1: Marketing in Today’s Economy, Chapter 2: Strategic Marketing Planning

Saturday September 12 – FIRST CASE DUE: USA Today and the Future of Information Distribution, page 389 – Case Presentation and Discussion – Chapter 3: Marketing Ethics and Social Responsibility in Strategic Planning, Chapter 4: Collecting and Analyzing Marketing Information

 Saturday September 26 – SECOND CASE DUE: Saturn At a Crossroads, page 403 – Case Presentation and Discussion – Chapter 5: Developing Competitive Advantage and Strategic Focus

 Saturday October 10 - THIRD CASE DUE: Champ Car World Series, page 416 – Case Presentation and Discussion – Chapter 6: Customers, Segmentation, and Target Marketing, Review for Midterm Exam

 Saturday October 24 – Midterm – Chapter 7: Product Strategy, Chapter 8: Pricing Strategy

 Saturday November 7 - FOURTH CASE DUE: Gillette: The Razor Wars Continue – Case Presentation and Discussion – Chapter 9: Distribution and Supply Chain Management, Chapter 10: Integrated Marketing Communications

 Saturday November 21 – FIFTH CASE DUE, Mattel, Inc., page 477 – Case Presentation and Discussion – Chapter 11: Marketing Implementation and Control, Chapter 12: Developing and Maintaining Long-Term Customer Relationships

 Saturday December 5 – Final Exam – Group Marketing Plans Due – Group Class Presentations of Marketing Plans