HUMSMarketingStrategySyllabus2014-KKRv2 MBA program: Kisos + Koranit / Rotem Classes MBA COURSE 4190: MARKETING STRATEGY Period 4/2, January-February 2015, Thursdays 15.00-18.00 and 18.00-21.00 COURSE INSTRUCTOR: DR. GRAHAM I. JACKSON Meetings by appointment Tel: 04-8240612 and 0544-418313 grahamj@gsb.haifa.ac.il TEACHING ASSISTANT: David Zvielli, 0522-797667, davidzvielli@hotmail.com COURSE OBJECTIVES SYLLABUS By the end of this course students will have gained a practical perspective of the marketing mix, marketing strategies and marketing planning and be able to apply appropriate concepts, models and tools for the preparation of a marketing plan. SCOPE OF THE COURSE This course covers marketing planning, revenue models and marketing strategies for consumer goods (B2C) and industrial goods (B2B) plus special emphasis on the marketing of High-Tech products. The course is up-to-date and practical in nature, including: - an individual assignment (based on BMW in China, 2014) - an in-class team exercise (based on Shanghai Disneyland, 2015) - a team project (based on the Apple Watch, 2015) and - learning the latest globally-applicable strategic approach to planning an on-line media campaign (based on Coca Cola Content 2020).
MARKETING STRATEGY COURSE PLAN This timetable is flexible and subject to change Session 1. 1.1.15 Lecture 1A: Introduction to Marketing Strategy in practice: (Slides HUMS2014-1A) Examples of good Marketing (Apple ipod, Dell direct marketing, Intel Inside) and bad Marketing (Better Place s launch in Israel, Apple Maps, United Breaks Guitars) Lecture 1B: Introduction to Marketing Strategy - Strategic Analysis and Planning - SWOT and PEST (ESTEMPLE) Analysis (Slides HUMS2014-1B) Homework: Read background materials on Shanghai Disneyland Reading: קוטלר פ., קלר ק. והורניק י. )2102( ניהול השיווק, פרק 2 Session 2. 8.1.15 Lecture 2: The Strategic Context (Slides HUMS2014-2) SPRAT Analysis: Scope, Players, Rules of the Game, Added Value and Tactics In-Class Team Exercise: SPRAT Analysis for Shanghai Disneyland Submission of hand-written work followed by class discussion. Session 3. 15.1.15 Lecture 3A: "The Times they are a' Changing" (slides HUMS2014-3A) (Environmental change and business transformation: Opportunities and Dilemmas) Lecture 3B: Diffusion of Innovations (slides HUMS2014-3B) A behavioral approach to assessing the timing and pattern of consumer adoption
Session 4. 22.1.15 Lecture 4A: Strategic Planning for High-Tech Companies - Strategies of leaders, challengers, followers and others - The prize and the price of being First to Market Lecture 4B: The Marketing Plan - Marketing Plan Framework - Review of Strategic Alternatives - Why Marketing Plans fail (slides HUMS2014-4A) (slides HUMS2014-4B) For a good example of a Marketing plan see Kotler and Keller, Marketing Management, Edition 12e, 2006, Appendix: "Sample Marketing Plan for Sonic" Session 5. 29.1.15 Lecture 5A: Marketing Strategy Models (Slides HUMS2014-5A) - The concept of Strategic Fit and Strategic Lag - The Business Idea and Business System model - Examples from Elbit Systems Ltd. defense business and Elbit TVs. Lecture 5B: Marketing Strategies (Slides HUMS2014-5B) - Product, Positioning and Pricing Strategies - Competitive Strategies and Marketing Warfare Reading: קוטלר פ., קלר ק. והורניק י. )2102( ניהול השיווק, פרקים. 11-13 Session 6. 5.2.15 Lecture 6A: Integrated Marketing Communications (IMC) (Slides HUMS2014-6A) - What is IMC? - Recent, Present and Future IMC trends - Marketing through Social Media Reading: קוטלר פ., קלר ק. והורניק י. )2102( ניהול השיווק, פרקים 16 ו- 17.
Lecture 6B: : Video Presentation "Coca Cola: Content 2020" (Slides HUMS2014-6B) with examples from the USA, Australia, India + Pakistan, Thailand and Israel, prepared by Jonathan Mildenhall, Senior V.P. for Global Advertising Strategy, Coca Cola Inc. Reading : Coca Cola - Content 2020 Session 7. 12.2.15 Lecture 7A: Global Marketing Strategies - Global Standardization - Local Adaption - Glocalization: "Think Global, Act Local" (slides HUMS2014-7A) Lecture 7B: How to make Money from Marketing (slides HUMS2014-7B) Plus in class exercise: Identification of companies with different Revenue Models. Session 8. 19.2.15 The "Apple Watch" Team Assignment MUST be E-mailed to the Course Instructor and Teaching Assistant before the case is discussed in class in this session. Full class discussion: Marketing Plans for Apple Watch
STUDENT ASSESSMENT Student assessment will be calculated asfollows: - an in-class team exercise (based on Shanghai Disneyland, 2015), weight 10% - a team project (based on the Apple Watch, 2015), weight 30%, - an individual assignment (based on BMW in China, 2014), weight 60% In-class team exercise (based on Shanghai Disneyland, 2015), weight 10% Students will be given background reading on Shanghai Disneyland, to be read before class on 8 January 2015. The students present in class on that day will be organized into ad-hoc groups. The groups will all be given exercise questions, at the end of which each group will submit its answers, handwritten in English. This will be followed by a class discussion. Any student absent on that day will have to do a make-up exercise, working individually. Team project (based on the Apple Watch, 2015), weight 30%, Students will receive background materials on the Apple Watch, plus a set of assignment questions. The Team Assignment will be done by students working in groups of 3-4, according to the students' own choice. Assignment work must be E-mailed to Dr. Jackson at grahamj@gsb.haifa.ac.iland simultaneously to the Teaching Assistant at davidzvielli@hotmail.com.this Team Assignment MUST be E-mailed before the case is discussed in class in the last session on 19 February 2015. Late submission is NOT allowed. Hard copy submissions will not be accepted. Individual Assignment (based on BMW in China, 2014), weight 60% Each student will receive the case study plus assignment questions. Answers must be submitted as a WORD document attachment by 15 March 2015.
CLASSROOM GUIDELINES 1. Attendance is compulsory in all of the class sessions, and will be monitored. Students missing more than two classes will have to submit an extra assignment or have their course grade reduced. 2. Persistent late arrival to class will be noted. Students arriving late should take their seats as quietly as possible. 3. Prior Notification: a student who will miss class, arrive late or leave early for special reasons should inform the Course Instructor in advance. 4. Students' questions and classroom debate is encouraged. In order for all the students to hear all the lectures, students are strongly requested not to chatter in class. 5. Mobile phones should be switched off or to silent mode. Any student who needs to take an urgent call or make an urgent call should temporarily leave the classroom and return quietly. 6. The use of laptops in class is allowed. It may help students follow lectures on the Hi- Learn website and/or record notes directly into the computer. However, in the classroom, laptops must not be used for private use, such as e-mailing, general web-browsing and game playing.
READING A course reader including articles, assignment notes and other material will be given to students. Updates of the course syllabus, all the lecture slides and topical articles will be available on the online MOODLE course website. Basic Reading on Marketing Strategy קוטלר פ., קלר ק. והורניק י. )2102( ניהול השיווק, אוניברסיטה הפתוחה Basic Reading on High-Tech Marketing - One of the best books is by Mohr Jakki J., SenguptaSanjit and Slater Stanley (2005), Marketing of High-Tech Products and Innovations, Prentice Hall Inc. New Jersey, USA - Another recommended book is: Moore Geoffrey A., (Edition 2, 1999), Crossing the Chasm, HarperBusiness, or see the summary "Crossing the Chasm and beyond" in Moore Geoffrey A., Inside the Tornado, 1995 USEFUL WEBSITES http://shivuk.themarker.com:80/news/index.dot?id=6744&title=%d7%a7%d7%9c%d7%99%d7% A7+%D7%A9%D7%99%D7%95%D7%95%D7%A7 http://shivuk.themarker.com:80/guide/index.dot?id=7119
SIMPLIFIED MARKETING PLAN FORMAT Introduction - Purpose of this plan - Prepared by Market Analysis - Market definition and segmentation - Estimates of market size and potential - Analysis of competition (direct and indirect) - Market Research conducted > conclusions - Customers' needs, wants and resistances - Use of appropriate analytical models (e.g. SWOT / ESTEMPLE / SPRAT) Marketing Objectives - Short-term Objectives - Medium-term Objectives - Long-term Objectives Marketing Strategy - Target Market Segments - Distinct competitive advantage - Brand value proposition Marketing Mix - Product - Pricing - Advertising, Promotion and PR - Price - Distribution - Customer Service Financial Parameters - Forecasts - Budgets