MKTG 380 Section 940: Seminar in Marketing Strategy

4 Credits

Winter Quarter 2020-2021 (Online)

Instructor Name: Dr. Lawrence K. Duke

Contact Information: Email: lkduke@drexel.edu

Primary Contact Method: Email or for urgent messages- will respond within 24 hours (office voicemail-
(215) 895-1033

Virtual Office Hours: Fridays 2:15- 3:45 pm (ET) or by appointment

Office and Mailbox Location: G.C Hall 820

Required Text: Robert W. Palmatier and Shrihari Sridhar, Marketing Strategy: Based on First Principles
and Data Analytics, (Palgrave McMillian, 2017), ISBN: 978-1-137-52623-6

Required Simulation: SMS strategic marketing simulation registration and purchase information will be
provided in the Bb Learn Week 01 Course Content Folder- please join one of the eight Bb Learn SMS
simulation groups through group collaboration first, then use your SMS simulation group number as
your SMS Team number when you register. Many thanks for your cooperation. The simulation cost is
$45.

Required individual case study: Please order the “Ombre, Tie-Dye, Splat Hair” case at
https://hbsp.harvard.edu/import/788643 for the special low student rate of $4.25.

Required and Supplemental Technologies: Bb Learn, Zoom, Strategic Marketing online group
simulation (SMS)- information and registration procedures to be posted early in Week 1, Yellowdig

Course Description:

Builds upon marketing concepts learned in other courses and presents an integrated approach to
marketing strategy. Uses a number of real-life cases and provides the opportunity for students to work
in groups and make marketing plan presentations.

Course Purpose within a Program of Study:

Superior marketing strategies are essential for business success as the world’s economies continue to
change, impacted through both globalization and local forces . The market and the customers that
comprise the market are the starting point in marketing strategy formulation. We will learn how
companies become market driven and guide their strategies based on a shared understanding of
markets and competition. You will have an opportunity to develop strategy analysis, planning, and
control skills by applying marketing strategy concepts and methods to a strategic marketing group
simulation (SMS), a real-world, “Ombre, Tie-Dye, Splat Hair” Insead marketing strategy case study, and
discussions involving U.S. and international companies and other strategic marketing issues. In this
context, the course builds upon marketing concepts learned in other courses and presents an
integrated and analytical approach to marketing strategy.

Statement of Expected Learning:

The key learning outcomes include: (1) developing a shared vision throughout an organization about
the market and how it is likely to change in the future; (2) identifying opportunities for delivering
superior value to customers; (3) positioning an organization and its brands in the market place to
obtain the best match between distinctive competencies and value opportunities; (4) recognizing the
potential benefits of partnering with customers, suppliers, distribution channel members, internal
functions, and even competitors; (5) working more effectively in virtual groups.

Graded Assignments and Learning Activities:

A. “Ombre, Tie-Dye, Splat Hair” individual case analysis paper

Please order the case at https://hbsp.harvard.edu/import/788643 for the special low student rate of
$4.25. I will be posting the case requirements and discussion questions in Week 2. You should purchase
the case by the end of Week 2.

B. Strategic Marketing Online group simulation (SMS)

The Strategic Marketing Simulation pits eight groups (firms) within the bicycle market against one
another. The performance of your firm in Strategic Marketing simulation (as measured by the
cumulative balanced scorecard metric) will be significant determinant of your group’s overall Strategic
Marketing simulation grade. Yet, the grading scheme, described in a separate handout (will be posted
on Bb Learn early in Week 1) is meant to primarily encourage you and your group to make realistic
decisions and learn from those decisions, and will take your group learning into account. Each course
participant must register for the simulation and join one of the eight SMS simulation groups by 4 pm
(ET), Friday, January 15, two days prior to the 4 pm (ET), Sunday, January 17 Q1 simulation start
deadline (all other simulation quarterly round deadlines are at 4 pm (ET), Saturday) to be able to
successfully complete the course. Details of how to register for the simulation as well as other
requirements will also be posted in Bb Learn Course Documents area. The cost is $45. Informal
marketing plan presentations (without audio) must be submitted by 10 am (ET), Saturday, February 13.
The informal group PowerPoint presentations (without audio) provide a “low stakes” way to assess and
learn from the simulation at its midpoint and to receive feedback prior to the Q5 decisions’ submission.
The final group marketing plan presentations (with VoiceThread audio accompaniment) will be due at 8
pm (ET), Friday, March 12. Details of the informal and final presentation requirements and final
presentation and VoiceThread audio recording procedures will be provided later in the term.

Group and instructor evaluations of the Group SMS final group presentations: the group evaluations
(one per group) will be written with a senior marketing management perspective. A brief write-up of
the specific group presentation evaluation criteria and the evaluation group assignments will be posted
well ahead of the final group presentation date. I will consider these presentations to be your best
attempt to present a professional and exciting product.

The evaluation groups will submit 3-page evaluation of one of the other group presentations by 8 pm
(ET), Tuesday, March 16, in the Bb Learn assignment drop box. Each group will evaluate one other
group. More specifically, the group presentation will be judged by evaluation groups in terms of their
resulting strategy and plan for evaluating the effectiveness of that strategy. In addition, the evaluation
of the oral reports will include an assessment of presentation skills. Finally, the grade that each team
receives for SMS group performance/presentation grade will be comprised of the team’s presentation
grade (50%, including the informal marketing presentation) and the SMS group performance as
determined by your cumulative balanced scorecard result in the context of your presentation and the
extent of demonstrated group learning from the simulation- meaning that an excellent simulation
performance may not be necessary for groups to earn a high simulation grade (50%). For the SMS
group simulation exercise, group members will receive the same grade, with a possible adjustment
provided through the online peer ratings (also due 8 pm (ET), Friday, March 12). For your guide, a
sample SMS group presentation will be posted on Bb Learn later in the term.

C. Strategic Marketing Quizzes

Two short open-book (25 multiple choice questions) Strategic Marketing quizzes will be given in the
Assessments area on Blackboard Learn. A quiz review topic sheet will be posted in the prior week that
the quiz is assigned. The quizzes are designed to test course participants on their mastery of the
underlying strategic marketing decisions processes and underlying strategic frameworks as covered in
the assigned textbook readings and lectures. Course participants will have 45 minutes to complete the
quizzes and will only have one attempt to submit. Each quiz is worth 15% of your final grade.
D. Class Participation

Yellowdig Discussions (embedded in Bb Learn) participation is worth 10% of your final grade. More
information on Yellowdig will be provided in Week 1.

Grading Matrix:

“Ombre, Tie-Dye, Splat Hair” individual case study 20%

SMS Group presentation (20 %)/performance (20%) 40%
Strategic Marketing quizzes (2 quizzes X 15%) 30%
Yellowdig Discussion Participation 10%
TOTAL 100%

Grade Scale:

Total % Course Grade Total % Course Grade

93-100 A 73-76.99 C

90-92.99 A- 70-72.99 C-

87-89.99 B+ 67-69.99 D+

83-86.99 B 63-66.99 D

80-82.99 B- 60-62.99 D-

77-79.99 C+ Below 60 F

Grading Criteria:

The two quizzes will be graded by the total percentage of correct answers, with upward scaling
adjustments (if needed) to normalize the scores. Requirements for the individual case study report and
combined SMS final group performance/simulation will be made available in Week 2.
Submission Information:

All assignments (including the two quizzes are required to be submitted through the Bb Learn
Assignments or Assessments area. Requirements for each assignment are provided in this course
syllabus or through separate announcements and emails through Bb Learn with reminders sent
through Bb Learn. The course calendar provides the due dates for all course deliverables.

Instructor Feedback:

Feedback and grades will be provided on all assignments within one week of the submission deadline.

Course Calendar:

Week starting:

Jan 11 Introduction to Course

Introduction to Strategic Marketing Simulation- formation of groups (through Bb

Learn group collaboration function

Marketing Principles: A First Principles Approach- Chapter 1

4 pm (ET), Fri., Jan 15 **Strategic Marketing simulation (SMS) registration

completion deadline**

4 pm (ET), Sun., Jan 17 ** Deadline for SMS Q1 group simulation

decisions** (this decision will only take about 15-30 minutes- mainly admin)

Jan 18 Marketing Principle #1- All Customers Differ- Chapter 2

Introduction to Yellowdig Discussions- Introduction and practice posts

Purchase “Ombre, Tie-Dye, Splat Hair” individual case by Sunday, Jan 24 - case

requirements and discussion questions posted on Bb Learn

Optional Individual Microsimulations- “Product Design” and “Fundamentals

of Strategic Planning” contained in SMS simulation ahead of Q2 decisions
 4 pm (ET), Sat., Jan 23 *Deadline for SMS Q2 group simulation decisions*

Jan 25 Marketing Principle #2- All Customers Change- Chapter 3

Yellowdig Week 1 available 12 noon (ET), Tue., 1/26 until 12 noon (ET), Tue.

2/2

**Strategic Marketing Quiz 1 review posted- covers chapters 1-4

Optional Individual Microsimulations- “Internet Marketing and “Pricing 1”

contained in SMS simulation ahead of Q3 decisions

4 pm (ET), Sat., Jan 30 *Deadline for SMS Q3 group simulation

decisions*

Feb 1 Marketing Principle #3 All Competitors React- Managing Sustainable

Competitive Advantage- Chapter 4

Yellowdig Week 2 available 12 noon (ET), Tue., 2/2 until 12 noon (ET), Tue.

2/9

**Quiz 1 available from 8 am (ET), Tuesday, 2/2 until 8 pm (ET), Mon. 2/8 in
Bb Learn Assessments***

4 pm (ET), Sat., Feb. 6 **Deadline for SMS Q4 group simulation decisions**

Informal SMS group marketing plan presentation requirements announced

Feb 8 Marketing Principle #3 All Competitors React- Managing Brand-Based

Competitive Advantage- Chapter 5

Yellowdig Week 3 available 12 noon (ET), Tue., 2/9 until 12 noon (ET), Tue.

2/16

Optional Individual Microsimulations- “Internet Marketing Paid Advertising”

contained in SMS simulation ahead of Q5 decisions
 **SMS Informal group marketing plan submissions due 10 am (ET), Sat.,

2/13- feedback provided by 2 pm (ET), Sat., 2/13 ahead of Q5 decision**

*4 pm (ET), Sat., Feb. 12 **Deadline for SMS Q5 group simulation decisions*

Feb 15 Marketing Principle #3 All Competitors React- Managing Offering-Based

Competitive Advantage- Chapter 6

Yellowdig Week 4 available 12 noon (ET), Tue., 2/17 until 12 noon (ET), Tue.

2/24

Optional Individual Microsimulations- “Profitability Analysis” contained in

SMS simulation ahead of Q6 decisions

4 pm (ET), Sat., Feb. 20 **Deadline for SMS Q6 group decisions**

**8 pm (ET), Wednesday, Feb. 17** Deadline for “Ombre, Tie-Dye, Splat Hair”

individual case analysis submission**

Feb 22 Marketing Principle #3 All Competitors React- Managing Relationship-Based

Competitive Advantage- Chapter 7

Yellowdig Week 5 available 12 noon (ET), Tue., 2/23 until 12 noon (ET), Tue.

3/2

Strategic Marketing Quiz 2 review posted- covers Chapters 5-8

4 pm (ET), Sat., Feb. 27 **Deadline for SMS Q7 decisions**

Mar 1 Marketing Principle #4 All Resources Are Limited- Managing Resource

Tradeoffs- Chapter 8

Yellowdig Week 6 (final week) available 12 noon (ET), Tue., 3/2 until 12 noon

(ET), Tue., 3/9

 **Strategic Marketing Quiz 2- covers chapters 5-8, available 8 am (ET), Tue.,

Mar 2 - deadline is 8 pm (ET), Mon. Mar 8**

4 pm (ET), Sat., Mar 6 **Deadline for SMS Q8 (final quarter) decisions**

Mar 8 Marketing Strategy: Implementing Marketing Principles and Data Analytics-

Chapter 9

**SMS final group presentations with VoiceThread audio due 8 pm (ET), Fri.,
March 12**
** Group Online Peer Ratings (SMS) also due 8 pm (ET), Fri., Mar 12**
** SMS final group presentation evaluation due 8 pm (ET), Tue.,

March 16**

Course Policies:

In all communications in the course, including Discussions posting, course participants should be
respectful to each other.

SMS Online Simulation registration requirement: Please note that each course participant will be
required to register (cost is $45) for the Strategic Marketing group simulation (SMS) to successfully
complete the class. More details will be posted on the course Bb Learn Week 01 Course Content
Folder-you will need to purchase and sign up for the SMS by 4 pm (ET), Friday, January 15.
Furthermore, it is a Departmental Policy that if any course participant does not register for the
simulation by the time we start the first round of the simulation, Sunday, January 17, they will be asked
to withdraw from the course. Many thanks in advance for your cooperation.

Policy on late assignments

No pre-approved late assignments can be accepted under any circumstances. Please inform the
instructor of issues with assignments prior to the respective deadlines.
 Academic Policies
Academic Integrity, Plagiarism, and Cheating Policy:

Please refer to the following link to the Student Handbook

(http://www.drexel.edu/studentaffairs/community_standards/studentHandbook/) and with particular
attention on the section on Student Conduct & Community Standards.

Students with Disabilities Statement: Please refer to the following link:

http://drexel.edu/oed/disabilityResources/faculty/SyllabusStatement/

Student with disabilities requesting accommodations and services at Drexel University need to present
a current Accommodation Verification Letter (AVL) to faculty before accommodations can be made.
AVL's are issued by the Office of Disability Resources (ODR). For additional information, contact ODR
at www.drexel.edu/odr, 3201 Arch St., Street, Suite 210, Philadelphia, PA 19104, 215.895.1401 (V), or
215.895.2299 (TTY).

Course Add/Drop/Withdrawal Policies:

Please refer to the following University policies’ links regarding adding, dropping, and withdrawing
from courses:

Add/Drop - http://drexel.edu/provost/policies/course-add-drop/
Withdrawal - http://drexel.edu/provost/policies/course-withdrawal/

Notice:  Appropriate Use of Course Materials

It is important to recognize that some or all of the course materials provided to you may be the intellectual property of Drexel University,
instructor, or others.  Use of this intellectual property is governed by Drexel University policies, including the policy found
here: https://drexel.edu/it/about/policies/policies/01-Acceptable-Use/  

Briefly, this policy states that course materials, including recordings, provided by the course instructor may not be copied, reproduced, dis
posted. Doing so may be considered a breach of this policy and will be investigated and addressed as possible academic dishonesty, amon
potential violations.  Improper use of such materials may also constitute a violation of the University's Code of Conduct found
here: https://drexel.edu/cpo/policies/cpo-1/ and will be investigated as such.

Communicating Revisions to the Course:

The professor reserves the right to modify the syllabus on the course Bb Learn website from time to
time to meet the overall objectives of the course. These modifications, if necessary, will be
communicated through Bb Learn announcements/emails.
Remote Teaching Policies for Winter Quarter 2020-2021

Time Zones and Assignment Due Dates

Drexel’s Blackboard servers are located in the Eastern Time Zone (currently observing ET which is UTC-
5). All due dates and times should be understood as being displayed in Eastern Time. For example, an
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Pacific and due on Thursday at 4:59 AM UTC. Students should adjust any deadlines to their own time
zone. No changes to due dates/times (or how they display in Blackboard) are made for students in
other time zones.

Email Correspondence
It is important for students to check their Drexel email at least three (3) times per week for important
course-related information. Students should only send instructor questions from their Drexel email
account and not from an external account (e.g. gmail, etc.). For security purposes, Drexel instructors
are directed not to reply to student emails that come from non-drexel email addresses, and instructors
will only use their own official Drexel email accounts to communicate with students.

General Technical Support

Students who need technical support can use the following contacts. When emailing, consider
including a phone number for tech representatives to call back if needed.
· Drexel Accounts (can’t log in, multi-factor authentication, Office365) Email: consult@drexel.edu
· Zoom Support (logging in, using Zoom, etc.) 1) Help option within the Zoom app (general Zoom
support not related to logging in) 2) LeBow Tech: lcbtech@drexel.edu (questions during business
hours) 3) Drexel 24/7 support: 215-895-1224 (high urgency or issues after business hours)
· Blackboard Support (Course materials, videos, assignments, tests, etc.) 1) Drexel 24/7 support: 215-
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Remote Class Facilitation Expectations

During the activation of Drexel’s emergency response plan, courses which were to take place in a
classroom will now be facilitated remotely using webinar technologies (e.g. Zoom) and through
supplemental uses of Drexel’s Blackboard Learn LMS. Any synchronous class sessions will take place
during the originally scheduled class time but will be recorded and can be made available to students
who, due to substantial time zone shift or illness, are not able to attend the live event (students should
contact their instructor as soon as possible if they anticipate this need). Faculty office hours will also
take place via Zoom, Microsoft Teams, etc. and can be scheduled at various times to best meet student
needs. Meeting links will be placed in Blackboard (aka Drexel Learn) for easy student access.