You are on page 1of 7

BA 4336: Marketing Strategy Spring 2006 Professor: Fang Wu, Ph.D. Office: SM 3.

620 Office hours: Tuesday 4-6pm or by appointment Email: Class hours: M/W 11-12:15pm Class room: SM 1.217 Phone: 972-883-4740 TA: Li Zhu (

Course Description and Objectives
This is a capstone course, which presumes you already have gained an understanding of key marketing principles and tools. This course is designed to develop your ability to APPLY marketing skills to practical business situations. Students will learn how to make marketing decisions through case analysis and discussion. The objective of this course is to teach you how to apply your current knowledge when developing, analyzing, and communicating marketing strategies. When you finish this course, you are expected to make improvement on the following abilities: • • • • To think logically, creatively and comprehensively toward business and marketing problems. To apply relevant marketing concepts, knowledge, and principles to solve real-world problems. To make decisions based on sound quantitative and qualitative analysis. To prepare a comprehensive written report and polish your oral presentation skills.

Course Materials
Required Text: David W. Cravens, Charles W. Lamb, Jr. and Victoria A. Crittenden (2002), Strategic Marketing Management Cases (7th ed.), Irwin/McGraw-Hill. Other materials will be distributed in class.

Course Methodology
Case-Based Teaching: Case analyses will be the primary tool used to achieve the course objectives. Several cases will be discussed in class to reinforce key marketing concepts. You are expected to read assigned materials before coming to class. Ability to discuss assigned cases will be an important factor in your class participation grades. Lectures and Discussion: Short lectures and discussion of key marketing concepts and theories will be followed as specified in the class schedule. Articles and issues that are of current interests and relevance to topics being discussed will be brought to you occasionally in class to reinforce learning.

responsible for all of the information in the assigned materials whether it is explicitly covered in class or not.

Financial Homework Individual 10% Group Case Written Report 15% Presentation of assigned case 5% Final Group Project --Write-up 25% --Presentation 10% Group Event Show Group 10% Quizzes (3 out of 4) Individual 15% Class Participation and peer evaluation Individual 10% ___________________________________________________________ Total 100% Individual Financial Homework The one homework assignment deals with financial analysis of business information. The assignment will be handed out in class. You are supposed to conduct this homework on your own without discussing with other classmates. Copying other classmates’ homework will result in a zero grade for your assignment. Group Case Written Report The primary vehicle for achieving the course objectives will be case analysis. The class will be divided into eight groups consisting of four to six students for the group analysis (depending on class size). For each case, one group will be assigned to make oral presentation of the case, and hand in a written report at the beginning of the class. Please refer to the class schedule for details. Another group will be assigned to critique their analysis. The groups that are not presenting the case, including the critique group, are required to discuss it and make recommendations in class. The written report for group homework should not exceed five double-spaced typed pages. Appendices may be attached as necessary. Please follow the “team written report guidelines” for the format of this report. The presentation assignments are listed in the class schedule. The presentation should be for 30 minutes. The critique will be no more than 10 minutes. Class discussion should reinforce common ideas, critique potential problems, and offer additional insights to the presentation. Late homework will NOT be accepted. Final Group Project The objective of this final project is to provide you an opportunity to apply what you learn in class to develop a comprehensive marketing plan. Writing a marketing plan is your chance to get creative. Good information is what makes or breaks a marketing plan. You should seek information that provides sufficient detail to address the issues associated with the product or service beyond what is given to you. Each team will develop a thorough analysis and present it to the class on the assigned date, lasting about 30 minutes. The comprehensive write-up for the

final project should not exceed ten double-spaced typed pages excluding exhibits. A detailed instruction for the final Write-up will be given later in the semester. Group Event Show Keep up with the current events and current development in the business field is crucial in the marketing decision making process. The group event show is designed to serve this purpose. Members of the group are required to conduct research on their own related to current events or topics of current interests and make a 10-min oral presentation in class according to the assigned schedule. The group event project will be evaluated based on content and presentation communication skills. Be creative in your presentation! The schedule and suggested topics will be given to you later in class. Quizzes In order to ensure everyone is prepared for the case discussion, there will be quizzes given for the assigned cases and class materials. Quiz can be given either at the beginning of the class, during the class or at the end of the class. Four of the quizzes will be collected and graded. Only the highest three scores will be counted toward your grading (to your benefit). Class Participation Attendance and active class participation are very important for your learning. Please note that class participation scores will be based upon the quality of each student's input in class. Disruptive behavior in class will affect your class participation grade. There will be small inclass assignments and exercises throughout the semester. These in-class exercises are to ensure class participation and promote interactive learning. Peer Evaluation To ensure each group member performs responsibly, a peer evaluation will be conducted at the end of the semester. You should be honest and impartial in your evaluations. The instructor reserves the right to correct and/or discard evaluations if they appear to be questionable. The peer evaluation form will be given to you in class. They should be filled out and returned to the instructor towards the end of the semester.

Team Written Report Guidelines
The team written report should have the following format: • cover (title page) that contains case name, group number, group members, and date • Executive Summary—that summarizes your entire analysis • Problem/decision statement • Situation analysis (SWOT) • Identification of alternative • Criteria used • Analysis/evaluation of alternatives -- pros and cons -- quantitative and qualitative • Recommendation

--justification/rationale for alternative selected --detailed implementation plan.

Class Attendance and Professionalism
Class attendance will be taken randomly throughout the semester so that those in attendance can be given credit for attending. You will be allowed three absences. After the third absence, your final grade may drop one half point for each additional class you miss. Professionalism means a number of things, such as: 1. making an active, serious, and positive contribution to the team assignments; 2. maintaining a positive attitude and proper in-class conduct; 3. being on time to class and turning in assignments on time; 4. advising the course instructor in advance by voice mail or e-mail if you are unable to attend class. Written medical proofs are required in order to be excused from the class.




Readings / Assignments/Activities



• •

Course Introduction Guide to Case Analysis

Fill out name card • Appendix B in CLC (p.671-681) • Sample case analysis in class



01/16 Martin Luther King Day 01/18 • • • Group Formation • Financial Homework Assignment & Financial Homework Due • Read CLC Part I (p.1-11) • Finalize Groups • • Prepare case 4-1. Case discussion in class

Financial Analysis



CLC—Market Orientation


Class Discussion Coca-Cola (Japan) Company



• •

CLC—Marketing Program Development and Targeting Dunkin’ Donuts

Read CLC Part II (p.103-113) • Prepare case 2-1. & Written report due G1 Present, G2 Critique




Internet Marketing

• 02/08 • E-Business: Intel

Evaluate an Internet company regarding its business model, its success / struggle in online marketing. Suggest future strategy.

• Prepare case 6-8. & Written report due G3 Present, G4 Critique



• •

CLC—Growth Strategies Read CLC Part III (p.179-183) • Prepare case 3-1. & Written report due G5 Present, G6 Critique


Rollerblade, Inc.



E-Business: Vignette Corp.

• Prepare case 3-7. & Written report due G7 Present, G8 Critique


• •

CLC—Innovation and Strategic Brand Management Final Project Assignment

Read CLC IV (p.267-273)



Murphy Brewery Ireland, Ltd. • Prepare case 4-6. & Written report due G2 Present, G1 Critique


Group meeting with instructors for final project


03/0603/11 03/13 • • •

Spring Break CLC—Strategic Channel Relationships Distribution in Music Industry Alligator Records Read CLC V (p.379-386) • Prepare case 5-1. & Written report due G4 Present, G3 Critique





E-Business: AOL Time Warner Advertising and Promotions

• Prepare case 4-8. Case discussion in class.


Case analysis



• •

Cross-Functional Integration Floral Farms

• Prepare case 6-2. & Written report due G6 Present, G5 Critique


• •

CLC—Implementing Marketing Plans Bear Creek Golf Range

Read CLC, part VII (p.551-555) Case analysis • Prepare case 1-7. & Written report due G8 Present, G7 Critique



04/05 14 04/10

Work on final project and report • • • • Final Group Presentation Group 1 and 2 Final Group Presentation Group 3 and 4 Final Group Presentation Group 5 and 6 Final Group Presentation Group 7 and 8 • Final Written Reports Due 04/20 by 5pm







Synopsis and Overview

* The class schedule is tentative and may be adjusted to accommodate guest speakers and/or class discussion. Instructor reserves the right to make changes to the class schedule when needed. Changes will be posted on WEBCT. Students are responsible to catch up with the changes.