UNIVERSITY OF NORTHFLORIDA

DEPARTMENT OF MANAGEMENT, MARKETING AND LOGISTICS

COURSE SYLLABUS

7333 / MAR6805 / 016 / MARKETING STRATEGY / 3.0 / 1/6/05- 4/29/05 / 3:05PM – 4 :20PM / TR / 42/1114 / ELA / 3
7334 / MAR6805 / 017 / MARKETING STRATEGY / 3.0 / 1/6/05- 4/29/05 / 7:30PM - 8:45PM / T R / 42/1102 / ELA / 3
Term / Spring 2005
Course Number /

MAR 6805_016

MAR 6805_017
Course Title / Marketing Strategy

Description

and Prerequisites / MAN.5036 or MAR.3023. Study and application of marketing decision-making techniques to the design and implementation of marketing strategy and solving marketing problems faced by marketing executives.

Pedagogy

/ Case Analysis, Group Dynamics, and TeamBuilding to enhance problem solving, executive decision-making, interpersonal relations, teamwork and presentation skills. Blackboard is deployed as pedagogical, course database, and class management tool.

Instructor

/ Professor Adel I. El-Ansary
COBA 42/3220

Office Hours

/ TR 4:30 – 6:00 PM & by Appointment, e-mail
Phone
E-mail / 904- 620- 1373 (Office Direct)


Grading

/ All Assignment must be submitted on time. These measures are enforced to ensure equal and fair treatment to all students.
A94>
B84-93
C75-83
F<75
A-, B+, C+, C- will be granted at the discretion of the professor. Your grade is determined on the basis of your standing relative to other students enrolled in the course.
Course Requirements & Grading /
  1. Literature Reviews (2) Individual 20%
  2. Written Case Analysis (5) Groups 50%
  3. Consumer Behavior and Branding
Research (Individual) 20%
  1. Attendance & Participation 10%

I. Literature Review / Articles to be selected from 2004-2005 marketing and business journals – Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Marketing Strategy, Harvard Business Review, California Management Review. Business Horizons, Journal of Marketing Research, and Journal of Consumer Behavior.
Each student will reviewtwo articles from academic journals published in 2004-2005. Each student will report on articles approved in a PowerPoint presentation format. The review should cover:
1. Author, title, source, date
2. Thesis
3. Contents and a framework depicting concepts and their relationships
4. Conclusion
II. Written Case Analysis
III. Research / Follow Templates and Guidelines areposted on Blackboard.
Each student will select a topic of interest, conduct secondary/library research on it, and complete the writing of a 15 single-spaced page research paper complete with footnotes and references. The Table of Contents should include:
  1. Introduction/overview of the topic
  2. Research objectives/question including clear reference to dependent and independent variables.
  3. Significance of the topic
  4. Body of the paper with sections and sub-sections
  5. A framework depicting research concepts and findings and their relationships
  6. Summary and conclusion
  7. References

IV. Attendance and Participation / Required and enforced according to University Rules and Regulations per university catalogs and handbook. Advance notification required for excused absence. Active participant-initiated in class discussions is required.
Required Texts
Per Group / Kerin, R., & Peterson, R. (2004). Strategic Marketing Problems. 10th Edition. Prentice Hall.
Keller, K. L. (2003). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. 2nd Edition. Prentice Hall.
Peter, P. J., & Olson, J. (2004). Consumer Behavior & Marketing Strategy. 7th Edition.John Wiley & Sons

TheWall Street Journal (WSJ)

/ Each student enrolling in one or more Coggin College of Business (CCB)courses numbered 3000 or higher is assessed a $7.50 fee during spring, 2005. The fee is just $7.50, regardless of how many CCB courses the student takes. In return, each student is able to pick up a copy of TheWall Street Journal (WSJ) from locations within the College. Moreover, each student will receive access to all of the WSJ's on-line editions (e.g., European, Asian). Note that CCB pays the WSJ an additional $7.50 for each student for this service, subsidizing 50% of the cost for students. Read WSJ marketing related articles and be ready to discuss in class.

Disability Statement

/ If you have a disability, as defined by the American with Disabilities Act (ADA), which requires a classroom accommodation or auxiliary aid(s), please inform me of your needs during the first week of class so that I may take appropriate action. You should also notify the Office of Disabled Services Programs at 620-2769 concerning any needs you may have.

December 16, 2004

/ Adel I. El-Ansary

Course Schedule

Date / Consumer Behavior & Marketing Strategy
J. Paul Peter & Jerry C. Olson / Strategic Brand Mngt
Kevin Lane Keller / Strategic Marketing Problems
Roger Kerin & Robert Peterson / Assignments/Cases Due
Thursday
1/6/05 / Introduction
Tuesday
1/11/05 / Chapter 1: Foundations of Strategic Marketing Management
Appendix: A Sample Marketing Plan
Thursday
1/13/05 / Chapter 2: Financial Aspects of Marketing Management
Chapter 3: Marketing Decision Making and Case Analysis
Tuesday
1/18/05 / Appendix: Preparing a Written Case Analysis Glossary of Selected Marketing Terms and Concepts
Thursday
1/20/05 / Appendix: Subject Index
Company and Brand Index
Tuesday
1/25/04 / Chapter 4: Opportunity Analysis, Market Segmentation and Market Targeting
Date / Consumer Behavior & Marketing Strategy
J. Paul Peter & Jerry C. Olson / Strategic Brand Mngt
Kevin Lane Keller / Strategic Marketing Problems
Roger Kerin & Robert Peterson / Assignments/Cases Due
Thursday
1/27/05 / Chapter 4: Continued / Case discussion: eBay’s Globalization Strategy
Tuesday
2/1/05 / Chapter 1: Introduction to Consumer Behavior and Marketing Strategy / Chapter 1: Brands and Brand Management / Chapter 4: Continued / Case Due: eBay’s Globalization Strategy
Thursday
2/3/05 / Chapter7: Consumer Decision Making / Chapter 2: Customer-Based Brand Equity / Chapter 4: Continued / Case Discussion: Frito-Lay Dips
Tuesday
2/8/05 / Chapter 15: Market Segmentation and Product Positioning / Chapter 3: Brand Positioning and Values / Chapter 5: Product and Service Strategy and Brand Management / Case Due: Frito-Lay Dips
Thursday
2/10/05 / Chapter 2: A Framework for Consumer Analysis
Chapter 16: Consumer Behavior and Product Strategy / Chapter 4: Choosing Brand Elements to Build Brand Equity / Chapter 5: Continued / Case Discussion: Dr Pepper/Seven Up, Inc.
Tuesday
2/15/05 / Chapter 17: Consumer Behavior and Promotion Strategy
Chapter 18: Consumer Behavior and Pricing Strategy
Chapter 19: Consumer Behavior, Electronic Commerce, and Channel Strategy / Chapter 5: Designing Marketing Programs to Build Brand Equity / Chapter 5: Continued / Case Due: Dr Pepper/Seven Up, Inc.
Date / Consumer Behavior & Marketing Strategy
J. Paul Peter & Jerry C. Olson / Strategic Brand Mngt
Kevin Lane Keller / Strategic Marketing Problems
Roger Kerin & Robert Peterson / Assignments/Cases Due
Thursday
2/17/05 / Chapter 5: Attention and Comprehension
Chapter 6: Attitudes and Intentions / Chapter 6: Integrating Marketing Communications to Build Brand Equity / Chapter 5: Continued / Case Discussion: Frito Lay Company: Cracker Jack
Tuesday
2/22/05 / Chapter13: Subculture and Social Class
Chapter 14: Reference Groups and Family / Chapter 7: Leveraging Secondary Brand Knowledge to Build Brand Equity / Chapter 6: Integrated Marketing Communication Strategy and Management / Case Due: Frito Lay Company: Cracker Jack
Thursday
2/24/05 / Chapter 8: Introduction to Behavior
Chapter 10: Influencing Consumer Behaviors / Chapter 10: Measuring Outcomes of Brand Equity / Chapter 6: Continued / Case Discussion: Cadburry Beverages, Inc.: Crush Brand
Tuesday
3/1/05 / Chapter 3: Introduction to Affect and Cognition
Chapter 4: Consumers' Product Knowledge and Involvement / Chapter11: Designing and Implementing Branding Strategies / Chapter 6: Continued / Case Due: Cadburry Beverages, Inc.: Crush Brand
Thursday
3/3/05 / Chapter 16: Consumer Behavior and Product Strategy / Chapter 12: Introducing and Naming New Products and Brand Extensions / Chapter 6: Continued / Case Discussion: Godiva Europe
Date / Consumer Behavior & Marketing Strategy
J. Paul Peter & Jerry C. Olson / Strategic Brand Mngt
Kevin Lane Keller / Strategic Marketing Problems
Roger Kerin & Robert Peterson / Assignments/Cases Due
Tuesday
3/8/05 / Chapter 9: Conditioning and Learning Processes / Chapter 13: Managing Brands Over Time / Chapter 7: Marketing Channel Strategy and Management
Chapter 8: Pricing Strategy and Management / Case Due: Godiva Europe
Thursday
3/10/05 / Chapter 11: Introduction to the Environment
Chapter 12: Cultural and Cross-cultural Influences / Chapter 14: Managing Brands Over Geographical Boundaries and Market Segments / Chapter 7 & 8: Continued / Case Discussion: Goodyear Tire and Rubber Company
Tuesday
3/15/05 / Chapter 9: Marketing Strategy Reformulations: The Control Process / Case Due: Goodyear Tire and Rubber Company
Thursday
3/17/05 / Chapter 9: Continued / Case Discussion: Masterton Carpet Mills, Inc.
Tuesday
3/22/05 – Spring Break / Spring Break
Thursday
3/24/05 – Spring Break / Spring Break
Tuesday
3/29/05 / Chapter 15: Closing Observations / Chapter 10: Comprehensive Marketing Programs / Case Due: Masterton Carpet Mills, Inc.
Date / Consumer Behavior & Marketing Strategy
J. Paul Peter & Jerry C. Olson / Strategic Brand Mngt
Kevin Lane Keller / Strategic Marketing Problems
Roger Kerin & Robert Peterson / Assignments/Cases Due
Thursday
3/31/05 / Chapter 10: Continued / Case Discussion: Show Circuit Frozen Dog Dinner
Tuesday
4/5/05 / Chapter 10: Continued / Case Due: Show Circuit Frozen Dog Dinner
Thursday
4/7/05 / Chapter 10: Continued / Case Discussion: Frito-Lay, Inc.: Sunchips Multigrain Snacks
Research Presentations
Topic / Group
Tuesday
4/12/05 / Case Due: Frito-Lay, Inc.: Sunchips Multigrain Snacks
Thursday
4/14/05 / Presentations
Tuesday
4/19/05 / Presentations
Thursday
4/21/05 / Presentations
Final Exam Week 4/23/05 – 4/29/05 / Final Exam Case