MK 4860 INTEGRATED MARKETING TOPICS AND STRATEGIES LEVEL 6 CREDITS: 3/0/3

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1 DEREE COLLEGE SYLLABUS FOR: MK 4860 INTEGRATED MARKETING TOPICS AND STRATEGIES LEVEL 6 CREDITS: 3/0/3 US UK CREDITS: 15 PREREQUISITES: CATALOG DESCRIPTION: RATIONALE: LEARNING OUTCOMES: MK2050 Principles of Marketing or MK 2030 Fundamentals of Marketing MA 2021 Applied Statistics MA 2010 Statistics I & MA 3111 Statistics II AF 2006 Financial Accounting AF 3116 Managerial Accounting for Decision Making MK 3131 Building Marketing Value Proposition MK 4447 Advance Marketing Management & Metrics MK 4358 Marketing Research Development of corporate marketing strategies and plans. Interaction of marketing strategy with key functions across the organization in developing and executing successful business strategies. The essence of Strategic Marketing is to provide customer value to customers thus gaining a competitive advantage. With a foundation of general knowledge in the nature and application of the various marketing functions acquired in previous marketing courses, students develop a comprehensive understanding of how marketing strategies can be developed and executed in dynamic competitive environments. Students will explore marketing issues in depth and investigate functions with the ultimate objective of formulating strategy and plans at the corporate level. This course emphasizes the corporate marketing plan. As a result of taking this module, the student should be able to: 1. Demonstrate understanding of the decision making processes involved in the assessment and selection of marketing strategies that are at play at all business types and how they affect an organization s practices.

2 2. Demonstrate understanding of how companies create and sustain competitive advantages through the delivery of customer value in the market place. 3. Design appropriate market-driven strategies based on the market and industry structure. 4. Develop and present a three-year corporate marketing plan based on marketing objectives, strategies, implementation and evaluation processes. METHOD OF TEACHING AND LEARNING: In congruence with the teaching and learning strategy of the college, the following tools are used: Class lectures, interactive learning (class discussions, group work) and practical problems solved in class. Case studies and problem discussions in class on selected marketing topics. Case studies aiming at understanding the value of quantitative analysis in marketing decisionmaking. Office Hours: Students are encouraged to make full use of the office hours of their instructor, where they can ask questions on lectures and project concerns, and see their exam papers. Use of Blackboard learning platform, where instructors post lecture notes, assignment instructions, timely announcements, as well as additional resources. ASSESSMENT: Summative: 1 st Assessment Mid-term Examination (2-hour, comprehensive) Essay-type questions, short case 30 2nd Assessment Field Project: create a 3- year marketing plan (4,500 to 5,000 words) Group work integration and written report: 40/70 Individual work - project presentation : 30/70 70 Formative:

3 Course work In-class presentation of case studies and assignments Case discussion, assignments, diagnostic test Power point 0 0 The formative course work aims to prepare students for the examination and for the final project. The project tests Learning Outcomes 1, 2, 3, 4 with emphasis placed on 4 The midterm examination tests Learning Outcomes 2, 3 INDICATIVE READING LIST: REQUIRED MATERIAL: Orville C. Walker, Jr., John W. Mullins, Marketing Strategy: A Decision-Focused Approach, McGraw-Hill/Irwin, latest edition, ISBN: RECOMMENDED READING: A. BOOKS Shaw, R. and D. Merrick (2005), Marketing payback: is your marketing profitable?, New York, FT Prentice Hall. Adcock, Dennis (2000), Marketing strategies for competitive advantage, Wiley, New York. Yannopoulos, Peter (2007), Marketing Strategy, Thomson Nelson, Toronto B. ARTICLES Aaker, D. A. (1992). "The Value of Brand Equity." Journal of Business Strategy 13: 27. Betts, P. (1994). "Brand Development: Commodity Markets and Manufacturer-Retailer Relationships." Marketing Intelligence & Planning 12(9): Clayton M. Christenson, Scott Cook, Taddy Hall (2005), Marketing Malpractice: The Cause and the Cure, Harvard Business, 83: 12. Chung, H.-L., Y.-S. Lin, et al. (2013). "Bundling strategy and product differentiation." Journal of Economics 108(3):

4 David M. Georgoff and Robert G. Murdick, (1998), Manager s Guide to Forecasting, Harvard Business Review, 4: 1. David J. Bryce, Jeffrey H. Dyer (2007), Strategies to Crack Well-Guarded Markets, Harvard Business Review, 85: 5. Gottfredson, Mark et al, (2008), The New Leaders Guide to Diagnosing The Business, Harvard Business Review, 86: 2. Gunther, Rita and Ian MacMillan, (1995), Discovery-Driven Planning, Harvard Business Review, 73: 4. Jones, S. (2014). "Standing out in a saturated market: Engaging consumers through product placement." Journal of Brand Strategy 3(4): Kim, W. Chan and Renee Maubornge, (2004), Blue Ocean Strategy, Harvard Business Review, 82: 10. Nirmalya Kumar (2006), Strategies to Figh Low Cost Rivals, Harvard Business Review, 84: 12. Olson, Matthew S., Derek van Bever and Seth Verry, (2008) When Growth Stalls, Harvard Business Review, 86: 3. Porter, M. E. (1996). "What Is Strategy?" Harvard Business Review 74: Porter,Michael E., (2008), The Five Forces That Shape Strategy, Harvard Business Review, 86: 1. Selden, L. and I. C. MacMillan (2006). "Manage Customer- Centric Innovation--Systematically." Harvard Business Review 84: Twohill, L. (2015). How Google breaks through, McKinsey & Company, Inc.: Venkatesh Shankar, Leonard L. Berry, Thomas Dozel (2009). A Practical Guide to Combining Products and Services, Harvard Business Review, 87: 11. William A. Sahlman (1997), How to Write a Great Business Plan, Harvard Business Review, 75: 4. Zeriti, A., M. J. Robson, et al. (2014). "Sustainable Export Marketing Strategy Fit and Performance." Journal of International Marketing 22(4): 44-66

5 COMMUNICATION REQUIREMENTS: SOFTWARE REQUIREMENTS: WWW RESOURCES: JOURNALS INDICATIVE CONTENT: Group project submitted in Word using appropriate terminology. Presentation should be delivered in a professional manner, using power point, appropriate communication skills and terminology. MS Office Students are expected to use the internet at their own discretion to select information on the module. Useful sources include: Journal of Retailing Journal of Marketing Journal of Product & Brand Management The International Review of Retail, Distribution and Consumer Research Journal of Retailing and Consumer Services Journal of Business & Industrial Marketing International Journal of Retail and Distribution Management Information Systems Management Self-Service Review The Marketing Review 1. Introduction to Strategy Market-Oriented Perspectives Underlie Successful Corporate, Business, and Marketing Strategies Corporate Strategy Decisions and Their Marketing Implications Business Strategies and Their Marketing Implications 2. Opportunity Analysis Understanding Market Opportunities Measuring Market Opportunities: Forecasting and Market Knowledge

6 Targeting Attractive Market Segments Differentiation and Brand Positioning 3. Formulating Marketing Strategies Marketing Strategies for New Market Entries Strategies for Growth Markets Strategies for Mature and Declining Markets Marketing Strategies for the New Economy 4. Implementation and Control Organizing and Planning for Effective Implementation Measuring and Delivering Marketing Performance.