SYLLABUS

SYLLABUS=

BSNS 635= 0

MARKETING STRATEGY (MBA)
FALL 2007, THREE CREDIT HOURS

INSTRUCT= OR, DR. MICHAEL D. WIESE

Residential MBA-Flagship Site

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Office: Anderson University= , Hardacre Hall 126 &nbs= p; &= nbsp;

Office Phone: 765-641-4365 &= nbsp; &nbs= p; &= nbsp;

Home Phone: 317-318-9300

E-mail: mdwiese@anderson.edu

Fax: 765-641-4356

REQUIRED BOOKS: = Market-based Management, 4th Edition, Best, Prentice Hall, 2006

&= nbsp; &nbs= p; &= nbsp; &= nbsp; The Market Driven Organization, George Day, Free Press, 1999

&= nbsp; &nbs= p; &= nbsp; &nbs= p; The Culture Code, Rapaille, Broadway Press, 200= 6

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COURSE PURPOSE: Marketing Strat= egy is designed to equip the business practitioner with the concepts, principles, = and tools necessary to develop a marketing approach leading to organizational success. Students will be encouraged to manage with a mindset of the “marketing orientation.” The resul= t will be an ability to develop both a strategic market plan and a marketing strat= egy.

COURSE OBJECTIVES:

1. = To provide an understa= nding of the dynamics of today’s marketing environment.

2. = To challenge student philosophy of business and to encourage a market orientation.

3. = To develop student ski= lls in problem identification, analysis and problem solving within the context of marketing.

4. = To assist student understanding of how the function of marketing supports the strategic and o= perational plans of the total organization.

5. = To introduce students = to the analytical tools and planning processes involved in effective marketing.

6. = To introduce students = to the stages of analysis in the development of a market plan and strategy.

7. = To equip students to t= ake an active role in marketing planning within the firm.

STUDENT ASSIGNMENTS:

1. = The books are the sour= ces for marketing theory and applications.&nbs= p; Careful study of the material is important for success in the course. Pop quizzes or assign= ments from the reading are a possibility.

2. = Two exams will be given during the semester. The midt= erm will cover lecture and text material relating to the market plan. The final will be comprehensive in nature. Exams will be essay o= r case in format.

3. = Class Project:

Two choices for a class project were considered. One option was to assign students = to analyze a standard text book case. A decision was made to NOT do this.

The other idea was to partner with a business and deve= lop a marketing strategy for a real product that is being prepared for launch. Would it be cool to do a case from= an actual business, working with their executives to come up with marketing strategy that may actually be considered for use? I think so. So, we are going to work with an a= ctual firm.

Altairnano, a client at th= e Flagship Enterprise Center, is an exciting growth company that is innovating transformational battery technology for various markets. They have a new product and are preparing to take the product to mar= ket. It is our job to provide proposals= for a marketing strategy that will profitably “find the right customers, get them and keep them.” It= is our job to propose a product launch marketing strategy.

To make it even more interesting, we will be in compet= ition with each other to come up with the best strategy. Five teams of three students will = be formed. A peer review will be conducted to reward individual effort.&nbs= p; At the end of the semester, each team will submit a marketing plan f= or instructor evaluation. Additi= onally, an Executive Summary and a formal presentation will be shared with executiv= es from Altairnano and they will decide on which t= eam did the best job in creating a viable marketing strategy that they believe = will help them achieve their business objectives. The winning team will be invited t= o a dinner celebration held in their honor.

In October, Robert Goebel, VP of Marketing and Sales a= nd David Lynch, Operations Manager, will come to class to present the case. They will then provide access to p= ersons to answer your questions throughout the semester. Final presentations will be in December.

Assignment:

Each team will conduct research and analysis leading t= o the proposal of a marketing strategy for Altairnano= . The result of the work will be sha= red in three formats.

Executive Summary to be given to Alairnano

A paper of no more than fo= ur pages that a) presents your strategy, b) justifies the strategy, c) summarizes yo= ur plan for execution and d) demonstrates financial results.

Marketing Plan to be evaluated by the instruc= tor (and available to Altairnano): 15 pages maximum

· Market Analysis

a.&n= bsp; Assessment of strengths, weaknesses, opportunities = and threats

b.&n= bsp; Customer analysis including segmentation model, need/benefit/buying criteria analysis, target market approach and market potential assessments

c.&n= bsp; Competitive Analysis defining where competition is likely to come from and definition of competitors’ position, strength= and tendencies

d.&n= bsp; Definition of strategy to launch product, satisfy customer buying criteria, differentiate from competition and create a sustainable competitive advantage

· Marketing Plan

a.&n= bsp; Recommendations for product tactics

b.&n= bsp; Recommendation for channel management and distribut= ion tactics

c.&n= bsp; Proposal of channel management/distribution tactics=

d.&n= bsp; Development of a marketing communication plan to la= unch the product

· Feasibility Study

a.&n= bsp; Demand analysis leading to sales forecasts

b.&n= bsp; Cost analysis leading to a five year Income Stateme= nt

c.&n= bsp; Net Marketing Contribution and Break-even analysis<= /p>

d.&n= bsp; Capital Budging calculations, (payback period, Inte= rnal Rate of Return and Net Present Value)

Formal Presentation

Fifteen minute presentation to sell your strategy proposal to be followed by 15 minutes Q & A. Use appropriate media to pre= sent a convincing case.

GRADING: &= nbsp; &nbs= p; &= nbsp; &nbs= p; &= nbsp; &nbs= p; SCALE:

&= nbsp; &nbs= p; &= nbsp; &nbs= p; &= nbsp; &nbs= p; &= nbsp; &nbs= p; 92-100 &= nbsp; A

Midterm &= nbsp; &nbs= p; &= nbsp; 100 &= nbsp; &nbs= p; &= nbsp; 90-91 &= nbsp; A-

Final &= nbsp; &nbs= p; &= nbsp; 100 &= nbsp; &nbs= p; &= nbsp; 88-89 &= nbsp; B+

Altairnano Case = &= nbsp; &= nbsp; 200 &= nbsp; &nbs= p; &= nbsp; 83-87 &= nbsp; B=

Peer Review &= nbsp; &nbs= p; 100<= span style=3D'mso-tab-count:3'> &= nbsp; &nbs= p; &= nbsp; 80-82 &= nbsp; B-

Total &= nbsp; &nbs= p; &= nbsp; 500 &= nbsp; &nbs= p; &= nbsp; 76-79 &= nbsp; C+

73-77 = &nb= sp; C

70-72 = &nb= sp; C+

65-70 = D

64 below &n= bsp; F

78-79.1

Tentative Schedule:

September 6 = Introdu= ction to Marketing Philosophy (12:30-2:20) &= nbsp; Best 1 & 2 &nbs= p;

September 13 = ; Marketing Strategy (12:30-4:30) &nbs= p; &= nbsp; Best 11, Day 1 & 2 &= nbsp; &nbs= p;

September 20 = ; No Marketing Class

September 27 = ; Market-Oriented Planning = ; &n= bsp; = ; &= nbsp; Day 3 &11

October 4 = &nb= sp; Atairnano Case: = &nb= sp; = &nb= sp; =

&= nbsp; &nbs= p; &= nbsp; David Lynch and Robert Goebel, Guests

October 11 = ; <= /span>Capabilities and Competitive Advantage = &nb= sp; Day 4 & 5

October 17 = ; <= /span>Mid-Term Exam (Wednesday, 6:00-9:50) &nbs= p;

October 25 = ; <= /span>Exam Review

&= nbsp; &nbs= p; &= nbsp; Consumer Analysis and Market Segmentation = ; &n= bsp; Best 4 & 5, Day 6 & 7

November 1 = Competi= tive Analysis = ; &n= bsp; = ; &= nbsp; Best 6, Day 8 & 9

November 8 = Feasibi= lity Study &n= bsp; = ; &n= bsp; = ; &n= bsp; Rapaille

November 15 = ; Product Development &n= bsp; = ; &n= bsp; &= nbsp; Best 7 & 8

&= nbsp; &nbs= p; &= nbsp; Pricing Strategies &nb= sp; = &nb= sp; = &nb= sp;

November 22 = ; Thanksgiving Break

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November 29 = ; Channel Strategies &nb= sp; = &nb= sp; = &nb= sp; Best 9

December 6 = Marketi= ng Communication Strategies &= nbsp; &nbs= p; &= nbsp; Best 10

December 12 &= nbsp; Altairnano Presentations (Wednesday, 6:00-9:50) &= nbsp;

December 18 = ; <= /span>Final Exam (Tuesday, 12:30-2:20)