Strategic Marketing Module (English) Course Syllabus and Structure Summer Semester Course Leader Prof. Dr. Thomas Baaken

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1 Strategic Marketing Module (English) Course Syllabus and Structure Summer Semester 2014 Course Leader Prof. Dr. Thomas Baaken Thomas Baaken, Todd Davey, Thorsten Kliewe Strategic Marketing (English) 1. Strategic Marketing project and case studies 2. Sports & Innovation Marketing (Sectoral) Includes: International case studies Different style of teaching Seminars are mainly English spoken

2 Strategic marketing module (English) This Semester, students will be given a unique opportunity to study the strategic marketing module in English whilst also getting expose to the exciting sectoral marketing area, Sports Marketing. The Strategic Marketing Module (English) module will consist of two equally weighted components: 1. Strategic Marketing Component including Strategic Marketing Project 2. Innovation & Sports Marketing Component (Sectoral Marketing) Options for studying the strategic marketing module English Speaking Strategic Marketing Course Thomas Baaken, Todd Davey OR German Speaking Strategic Marketing Course Lead by Ralf Schengber Lecture on sports marketing Lecture on innovation marketing management The development, evaluation and implementation of business strategies are essential to successful management. As is the view that the key to achieving this is a management system whose process can be learned. This management system will help managers monitor and understand a dynamic environment, generate visionary and creative strategic options that will be responsive to changes and provide sustainable competitive advantages to firms. Easiest way to study an English-speaking course If ever you wanted to undertake an English speaking course, this module offers a stress-reduced way of doing so as the entire module is accopanied by a course textbook to allow easy reference to course material. Students will not be required to complete a final examination in this module but will rather complete a small number of assignments and projects. Hands-on project work Students will be given the opportunity to test their skills and knowledge in the real world as this module includes time allocated to undertake actual project work. Different style of teaching With an approach often found in either Australia or the USA, you will benefit from a different style of teaching: a more interactive, visual and hands-on style that provides a high degree of stimulation. English speaking strategic marketing module option Strategic marketing module (English) 1. Strategic marketing lecture Tuesdays, 2.00pm 4.00pm Leo Gebäude 7 Room: SECTORAL Strategic marketing project MARKETING Tuesdays, 4.00pm 6.00pm Leo Gebäude 7 Room: Sports marketing lecture Block seminars (refer to timetable) 4. Innovation marketing & management Block seminars (refer to timetable) Strategic marketing (English) assessment Aspect % Strategic marketing lecture (Baaken) 25% Strategic marketing project (Baaken) 25% Sports marketing (Davey) 25% Innovation marketing (Davey) 25% Total 100% 2

3 STRATEGIC MARKETING 1. Strategic marketing lecture Thomas Baaken Today s business is often dominated by shortterm goals or perational problems. The course will provide methods and structures to create entrepreneurial thinking. In many organisations the key problem is how to support both efficiency and an entrepreneurial spirit. Emphasise a global perspective. Increasingly, effective strategies must consider - and be responsive to - international competitors and markets. Present a proactive approach to strategic market management in which, rather than merely detecting and reacting to change, a business anticipates or even creates it. Analysing the strategic context. Precipitating strategic decisions. and developing strategic implementation plans outside the annual planning cycle. Strategic marketing assessment Aspect When % 1. Strategic marketing lecture Participation Course text During lessons 6% Assignment weekly 19% 2. Strategic marketing project Project tasks, active participation & final presentation During lessons 25% Total 50% Textbook accompanying course (reader) The course text will be Marketing - A Relationship Perspective by Svend Hollensen and Marc Opresnik. A sufficient number of text books serving all students are available at the library. 3

4 Strategic marketing lecture course structure Lecture (2 hours per week) the first lecture is Tuesday, 19th March Tuesdays, 2.00pm 4.00pm, Leo Gebäude 7 Room: Date Content Page Lecturer Kick off, semester program, - Kliewe Compulsory activities in Strategic Marketing, project, procedures of - Baaken semester and assessments Externals Relationships to Stakeholders in the Value Net Baaken Analysing Buying Behaviour Baaken Easter break Segmenting, Targeting, Positioning Baaken Product & Service Process Baaken Branding Strategy Pricing Decisions Kliewe Distribution Decisions Baaken Communication Decisions Baaken Implementation and Controlling of the Marketing Planning Process Baaken Developing and Managing Customer Relations Baaken Fundamentals of Relationship Marketing 1-21 Baaken Wrap up and finalising the course Project Presentation at BASF 2. Strategic marketing project In addition to the theoretical compontent, a strategic marketing project will be untertaken within the course. The project will address an existing strategic marketing problem from an organisational/commmercial partner to provide a valuable practical situation in which the strategic marketing theory can be applied to practice. This project is dealing with an innovation at the roof and partner will be ECCA European Coil Coating Association. Thomas Baaken Thorsten Kliewe Starting with a briefing by ECCA representatives on Friday 21 st March, the students are expected to develop a holistic strategic marketing concept for for the research questions given (from target definition up to final presentation of results within the partner). This project will be a mix of english and german language. Objectives Students will: learn how to critically analyse and solve marketing strategy related problems develop analytical skills in the formulation and implementation of an integrated marketing concept develop practical, decision-making and projectmanagement experience develop interpersonal and teamwork skills through group project activities The strategic marketing project will be conducted with a local firm and run in conjuction with the innovation marketing lectures. 4

5 Sports marketing course structure Sports marketing syllabus Incorporating worldwide best practice in sports marketing, this very hands-on seminar series will attempt to arm you with essentials in sports marketing. Using examples from Europe and Australia, you will be required to learn and then implement your knowledge in a challenging and interesting class environment. Delivered by an Todd Davey experienced sports marketing professional from Australia, the seminar series will be presented in English and will be limited in numbers. There are no exams for this seminar. Course objectives Examine the nature of sports marketing and its unique aspects Study the theoretical frameworks and concepts which have been developed to explain sport marketing Understand the various skills and demands on a sports marketer Gain practice at using various marketing techniques for sports marketing Learn how to prepare and present a sports marketing plan Why study sports marketing? Continue an interest in sports into your professional life Interaction with high profile sports and business people Extremely hands-on and committed environment A career in sports marketing is now available Dynamic and passionate environment, you will never have another job like it Your challenge during the semester During the semester, you will develop a marketing plan for the sporting club, event or league of your choice. Sectoral marketing assessment Aspect When % Sports marketing During the 20% - 2 tasks semester Innovation marketing - 2 tasks and test During the semester 20% Participation in sports & innovation marketing Total of the entire strategic marketing course During the semester Textbook accompanying course The course text will be John Beech, Simon Chadwick, The Marketing of Sport. 10% 50% The Marketing of Sport John Beech, Simon Chadwick Dec 2006, Paperback 592 pages ISBN13: ISBN10: X You will complete a number of tasks (assessable) during the semester as you prepare material for the marketing plan. At the end of the semester for you will deliver the marketing plan your sporting club / association in the form of a presentation. Each week you will review their website or press articles about them. If you find something interesting (from a marketing perspective) share it with the class ( ). 5

6 Course plan Marketing plan creation 1. Start - Marketing - Management Process 2. Overview of the Branch - Unique elements of sports market - Facts and figures 3. Market analysis - 1 internal and 1 external analysis 6. Control - Planning of activities - Timeplan - Budget 7. Final plan 4. Conception - Segment identification, - targeting (identify possible target groups) - Positioning statement / matrix, Unique selling proposition (USP) - Competitive Advantage (CA / KKV) - Growth strategy (using Ansoff Matrix) 5. Implementation - Sponsorship - Promotional section - Public relations section - Licensing section Timing No Date / time Stage Topics covered A 5 6 B Tuesday, 25 th March 12.30pm & 6pm Tuesday, 1 st April 12.30pm & 6pm Saturday, 5 th April 8.30am 12:30pm Saturday, 5 th April 1.30pm 5:00pm Monday, 7 th April Tues, 8 th April 12.30pm & 6pm Tues, 17 th April Skype Friday, 25 th April Start and overview of the branch Market analysis and conception Market analysis and conception Implementation Control Introduction to sports marketing course #1 Introduction to sports marketing #2 - marketing in the sporting environment Strategic sport marketing planning process (part 1) Strategic sport marketing planning process (part 2) Developing promotion & public relations in the sporting environment Task 1 - Please send before 6pm to The task is explained within this syllabus The sponsorship of sport Merchandising, product licensing and different broadcasting rights Finalisation of sports marketing plan I will make myself available via Skype for the whole day for your questions Task 2 - Please send before 6pm to The task is explained within this syllabus 6

7 4. Innovation marketing component While innovation is one of the most discussed topics with respect to organisational growth and competitive advantage, it is also seen as a highly complex issue faced by many managers and entrepreneurs. Covering the whole innovation process starting with the Todd Davey identification of market opportunities and closing with the successful exploitation of the value created in an innovation, this hands-on lecture will provide you with practical knowledge on how to manage and market innovative products, services and processes. There will be an element of online course delivery as well as looking at how innovation can be used within your own context as you develop your knowledge whilst completing an innovation project. Objectives Students should: Understand the nature of innovation and the various processes during an innovation s way to market Learn how to think innovatively and how it can be applied to create growth in new or existing firms or to your local community Increase their capability of taking an idea/invention successfully to market (by starting a new venture or by a commercialisation within an existing firm). Topics covered in the course The innovation process Innovative thinking Idea generation & capture Evaluating innovation projects / technology evaluation Market analysis Commercialisation strategies Legal aspects in innovation (e.g. IP management) Innovation marketing Your task during the semester During the semester your will develop a New Venture Business Case and Plan for a REAL new-innovation. There will be many challenges during the process including: Discovering who cares about the innovation Definition the value it offers the market Determining the most appropriate market How the innovation should be offered to the market Which Intellectual Property position should be taken Course work and assessment During the semester you will be developing an innovative business idea going through all the stages of innovation. This will be done in a way that will recreate a normal ideation process as the lecturer guides you through the process of innovation commercialisation in a combination of lectures and workshops. Some details about the semester include: Prior to commencing the semester you will select a famous innovation example and review it. Within the first weeks you will be given a small test to establish that you have understood basic innovation principles. You will be given a series of innovation assignment tasks during the semester (related to the innovation market project) that will have various outcomes. Assessment for innovation marketing will be a combination of the tasks described above and your participation during the semester. Why study innovation marketing? It is crucial to organisational growth and competitive advantage Innovation improves our living standards It is a dynamic area of business to be involved with It is a fun and exciting area usually at the cutting edge of development It prepares you for a potential career in innovation 7

8 Timing No Date / Time Innovation subject Topics covered 1 Friday, 14 th March 8.00am 12:30pm Introduction The innovation process Innovative thinking 2 Friday, 14 th March 1.30pm 5:00pm Generation Idea generation & capture Idea table tennis and method 3 Tuesday, 18 th March 12.30pm 16:00pm Evaluation Value proposition and markets Evaluating innovation projects / technology evaluation 4 A B 5 Tuesday, 18 th March 16.15pm 20:00pm Hand in at second class Tuesday 18 th March Friday, 21st March 8.00am 8:30pm Friday, 21st March 8.30am 12:30pm Development Research an innovation / innovator Innovation Test PLEASE BRING A LAPTOP! Project work C Thursday, 27 th March Task Friday, 28 th March 8.00am 12:30pm Friday, 4 th April 8.00am 12:30pm Tues, 17 th April Skype Exploitation Market analysis Commercialisation strategies Legal aspects in innovation (e.g. IP management) You are to research an innovation or innovator and describe A small test to assess your understanding of basic innovation principles Innovation marketing plan workshop Review of project progress Please send before 6pm to Tasks are explained within this syllabus Innovation marketing Summary Finalisation Innovation marketing plan workshop Control D Thursday, 17 th April Task 2 Finalisation of innovation marketing plan I will make myself available via Skype for the whole day for your questions Please send before 6pm to Tasks are explained within this syllabus 8

9 Information about lecturers Professor Thomas Baaken Phone No: +49/251/ Fax No: +49/251/ Sprechstunde-Terminsmöglichkeiten: Web Site: Professor Thomas Baaken is a Professor of Technology- and Business to Business Marketing at the University of Applied Sciences in Muenster, Germany having previously been a visiting Professor at The University of Adelaide in 2003/2004 and From 1998 up to 2003 he was the Deputy Vice Chancellor Research and Development and Technology Transfer of the University. Todd Davey Phone No: +49/251/ Web Site: Todd Davey is an invited lecturer in innovation, entrepreneurship and sports marketing at Münster University of Applied Sciences, Germany, and visiting researcher and lecturer in the Netherlands and in South Africa. Whilst leading the German-based Science-to-Business Marketing Research Centre's European project commitments he is also the Managing Director of apprimo, a strategic consultancy dedicated to University-Business Cooperation. As the creator of TechAdvance, a tool for evaluating technologies, Todd is a prolific developer of new commercial applications having also developed a board-game, book as well as a surf brand. Formerly a professional Australian football player, Todd previously worked as Marketing Director for a large second division football club as well as conducting innovation research and consultancy for Adelaide Football Club, the Pacific Islanders Rugby team, Fortuna Düsseldorf and Berlin Thunder. Thorsten Kliewe Phone No: +49/251/ Web Site: Thorsten Kliewe is a research associate at the Science-to-Business Marketing Research Centre at Münster University of Applied Sciences, Germany, and is primary tasked with research and industry projects in the field of innovation, commercialisation and entrepreneurship. Whilst lecturing in the same fields, Thorsten is also undertaking a joint PhD at Münster University of Applied Sciences and Coventry University Business School, UK covering value creation in innovation networks. Thorsten holds a German Diploma in Business Administration as well as a Master of Arts in International Management from Münster University of Applied Sciences. He also worked with Deloitte Australia in Melbourne for 2007 in the Innovation Group and has founded apprimo UG and UIIN network. 9

10 You are not alone with your tasks The modules you are attending are meant to be challenging, however we are here to support you. If you are having real difficulties with the task, please seek help from fellow students or directly ask us. we can make ourselves available in our office (at Science-to-Business Marketing Research Centre, Johann-Krane-Weg 27, Münster, Germany) if you have any questions. Please contact us beforehand, using our addresses above, to organise the meeting. 10

11 Information about assessment Assessment components A letter grade of HD, D, C, P or F (see German equivalent notation below) will be assigned to each of the projects and will account for designated percentages of each participant's final course grade. Additionally, peer evaluations provided by members of each team may be required in-group assignments and these would be factored into the individual s team project grade. Resubmission policy The faculty will in general allow participants the opportunity to resubmit items of assessment that receive a failing grade. The due date for the resubmitted item will never be more than 2 weeks after the date of the failing assessment piece s return to the faculty. Assessment marking A variety of techniques will be employed in the marking of assessment components. In addition to the grading providing by the course faculty, self-rated measures of assessment may be used. Grades used For courses with graded assessment the following standardised symbols and their notations will be used. Grade Notation Notional % High Distinction German Notation Comments HD ,0-1,3 Outstanding quality, complete in every way; demonstrated real understanding and shows great insight. Distinction D ,7-2,3 Very good, complete in almost every way; demonstrated real understanding and shows insight. Credit C ,7-3,3 Good, shows understanding of basic concepts and demonstrates initiative and clear thought; reasonably thorough and well presented; logical manner. Pass P ,7-4,0 Satisfactory; some essential points understood; lacks total completeness or shows no insightfulness Fail F Below 50 5,0 Unsatisfactory to very poor, some essential points not covered or expression of them unconvincing. May lack clear understanding of the course. Late submission of tasks The late submission of tasks will be handled as follows: < 24 hours late your mark will be down-graded meaning that if the assignment is worth a 1,7 it will receive a 2,0 24 hours 1 week late your mark will be downgraded a full mark meaning that if the assignment is worth a 1,7 it will receive a 2,7 > 1 week late to end of term you will receive a 5,0 for the assignment No submission you will fail the subject 11

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