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REVISED 1/30/12
MKTG 464 Marketing Strategy and Management
Winter, 2012
Instructor: TC Dale Email: tdale@pdx.edu
Office: SBA 439 Office Phone: 503-725-3707
Office Hours: Mon 10:30 – 11:30 & By Appt Cell Phone: 360-600-7461
Section 002: Tues 5:40 – 9:20 CRN: 41945 Room: LH 247
Course Catalog Description and Prerequisites
Capstone course designed to apply marketing concepts from the perspective of the Marketing
Manager in a variety of business applications with a focus on marketing strategy and
development of the marketing plan. Key emphasis is on integrating the major areas of marketing
management including customer identification, industry analysis, product and communication
strategies, distribution, pricing, and control. Prerequisites: BA 311 and MKTG 460.
Course Learning Objectives
Develop a framework for understanding marketing challenges and opportunities
Analyze marketing situations and provide specific recommendations
Understand the use of market information in development of competitive advantage
Explain and apply key marketing terms, concepts and fundamental strategies
Research, develop and effectively communicate a marketing plan
Required Textbooks
Roger J. Best, Market-Based Management 5th Edition, ISBN 0-13-233653-6
Marian Burk Wood The Marketing Plan Handbook 4th Edition, ISBN 0-13-608936-4
A combination package is available at the PSU Bookstore, ISBN 0-13-271151-6
Required Harvard Business Review Materials
Harvard Business Cases must be downloaded from Harvard Business Online at:
http://cb.hbsp.harvard.edu/cb/access/11571580
If you have not previously registered with Harvard Business Online, you will be required
to do so. You will have immediate access to the materials upon placing your order. For
subsequent access, you must login to http://harvardbusinessonline.org
Course Website
Class materials are posted at: www.sba.pdx.edu/faculty/tcdale/course.html
The site requires a user identification (MKTG464) and a password that will be provided
during the first class session. Both are case sensitive.
Course Structure
Class meeting format includes lectures, videos, class discussions and exercises linked to weekly
marketing themes. Students will use case analysis, individual and group projects to apply
strategic marketing concepts to “real world” marketing situations. The course is designed to
develop skills in strategic thinking, communication, problem solving and team work.
Assessment Overview
Course grades will be based on the following:
Element Weight Points
Class Participation 20% 100
HBR Case Analysis (5 @ 15 pts ea) 15% 75
Statement of Work Team Proposal 3% 15
Midterm Situation Assessment Report 20% 100
Final Marketing Plan Presentation 18% 90
Final Marketing Plan Team Paper 20% 100
Peer Evaluation 4% 20
Totals 100% 500
Course Assignments
Class Participation
This is an interactive course. Students are expected to come to class prepared and ready to
participate in and contribute to class discussions. Keys to successful class participation include:
Attend class. Do not expect a grade higher than a B+ if you miss two or more classes.
Come prepared. Read weekly materials and complete homework assignments on time.
Speak up. What strikes you about the topic may also be interesting to others.
Get involved. Ask questions and work through class exercises and discussions.
Provide feedback. Respond thoughtfully to comments from other students.
Expect that from time to time you will be called on in class to answer questions about the
assigned case study, reading materials, current events or topics. In class activities, quizzes and
homework assignments will also contribute to the class participation grade. Students are
encouraged to bring examples of current events that highlight marketing concepts to class.
Case Analysis
There are four individual and one team Harvard Business School case analysis assignments.
Case write-ups are due as noted in the course schedule. Each two-page write up of your analysis
is worth up to fifteen points. For each assignment, please answer the following questions:
1. What key problems and/or opportunities does the decision-maker face in the case study?
Don’t confuse symptoms with problems: think of problems as causes and symptoms as
effects.
2. What could they do to address the problem? Prepare a list of alternatives. Decide which
are feasible, given financial, operational, marketing and managerial constraints.
3. What should the decision-maker do? Recommend a specific course of action and steps to
take to solve the problem. Support your suggestion with information from the case.
Additional questions may be assigned in class for write up or discussion. Please use 12-point
font, with a one-inch margin on the top, bottom and each side of the page for all written
MKTG 464 Marketing Strategy & Management Winter 2012 Page 2
assignments. You can attach diagrams or examples to support your analysis, but the text cannot
exceed two pages. Assignments are due at the beginning of class. Late papers are not accepted.
While you are encouraged to discuss cases with other students, the four individual case analysis
write-ups are individual assignments that must reflect your own work; the team case analysis
should reflect your collective effort. Case analysis write-ups will be graded as follows:
Identification of problems and issues 25%
Development of alternative solutions 25%
Feasibility and support for recommendations 25%
Clarity of paper and writing quality 25%
Marketing Plan Team Project
You will be divided into teams during the first class session. Teams are responsible for
developing a strategic marketing plan for either a start-up or a new strategic business unit (SBU)
for an existing company. The focus of the plan is to drive growth in a new area by analyzing a
particular market opportunity that will be targeted by the SBU or start-up. The project will
follow the Marketing Plan Outline framework included in this syllabus, and must incorporate the
core strategies of targeting, positioning and branding as primary sources of strategic advantage.
You may want to consider contacting a local business or choosing a publicly held company. In
either case you must establish a point of contact with that business. If you have an entrepreneur
on the team and want to focus on your own start-up company, or have a team member employed
by your target firm, please contact the instructor for approval.
The team will take on the role of marketing consultants, hired to develop a strategic marketing
plan to drive new growth for the firm. The intent of this project is to utilize the market planning
process to propose creative ideas and marketing strategies that will provide new and profitable
growth opportunities for the firm. The team project will be prepared in three phases: Statement
of Work Proposal, Midterm Situation Assessment Report and Final Marketing Plan.
Phase 1: Statement of Work Proposal (SOW 10 Points; Group Agreement 5 Points)
Your team will submit a two-page written statement of work proposal including the following:
Team information (team name, members, team leader, contact info)
Client business name and company overview (who they are, what they do)
Current product or service description (what they offer, who buys it)
Proposed focus of the marketing plan (new product, target market, service, etc.)
Marketing objective (what your plan will accomplish)
Preliminary information resource list (at least five sources, plus one direct contact)
Teams must present a 5 to 10 minute overview of their proposed SOW to the class. Attach a
one- page Group Agreement to the SOW, defining the team expectations, participation
requirements, workload distribution, and decision-making and team management strategy.
Points will be awarded for this element based on overall work quality and completeness.
MKTG 464 Marketing Strategy & Management Winter 2012 Page 3
Phase 2: Midterm Situation Assessment Report (Report 60 Points; Presentation 40 Points)
Your team will research and prepare both a written and oral report on its initial findings as a
result of the Situation Assessment. This 20 – 30 page report provides the foundation for the
marketing strategy, and must address sections 1 through 5 of the Marketing Plan Outline.
Highlights of the SAR will be presented to the class in a 15 to 20 minute PowerPoint
presentation.
Deliverables due at the beginning of class include the written report, one two-slide per page hand
out version of the PowerPoint presentation and electronic copies of both on CD or flash drive.
Points will be awarded based on thoroughness of research, thoughtfulness of analysis,
identification of issues, utilization of tools, presentation quality and clarity. The report must
follow citation guidelines and incorporate exhibits and attachments to support the analysis.
Phase 3: Final Marketing Plan (Report 100 Points; Presentation 90 Points)
Based on your SAR and additional research, your team will develop the strategic marketing plan
for your firm. This comprehensive plan needs to address sections 1 through 10 of the Marketing
Plan Outline. It should include recommendations made during the midterm review, the team’s
recommended growth strategy, marketing strategies and programs to support the new direction,
and financial impacts. The plan can be organized in any manner determined by the team, but
must address each of the primary topic areas in the Marketing Plan Outline. A draft of the
presentation and team meeting with the instructor is due week 8.
Highlights of the 40 – 50 page report (exclusive of appendices) will be presented to the class
during the final class sessions. Teams will have 25 to 30 minutes for the group presentation, plus
10 minutes afterwards for Q & A.
Paper and electronic copies of both the report and a two-slide per page handout version of the
PowerPoint slides must be submitted prior to your presentation. If you have more slides than
you have time to present, attach them as appendices.
Each team member must actively participate in the final presentation. Points will be awarded for
the overall group presentation (50 points), individual presentation (40 points) and group report
(100 Points) as follows:
Research identification of problems and issues 20%
Quality and feasibility of recommendations 20%
Clarity and presentation quality 20%
Use of marketing tools, language, concepts 40%
The report must follow citation guidelines and incorporate exhibits and attachments to support
the recommendations. Audience evaluations will contribute to the team presentation score.
Peer Evaluations (20 Points)
Peer evaluations are due at the final class meeting. Each person will evaluate the performance of
the other team members using the following 20 point format:
MKTG 464 Marketing Strategy & Management Winter 2012 Page 4
Your Name: _______________________________________Your Team: _________________
Contribution to
Contribution to
Contribution to
Effectiveness
Presentation
Total Points
Attendance
Research
Member Name
Analysis
Meeting
Overall
Rate each team member 1 through 5 based on the following scale:
4 = Excellent 3 = Above Average 2 = Average 1 = Below Average 0 = Failure
Comments:
Failure to submit the peer evaluation on time will result in a grade of zero for this element.
MKTG 464 Marketing Strategy & Management Winter 2012 Page 5
REVISED 1/30/12
Tentative Course Schedule
Winter 2012 MKTG 464 Marketing Strategy & Management CRN 41945
Text HBR
Week Date Topics Assignments Due
Chapters Cases
Marketing Fundamentals Best
Form teams
1 Jan 10 The Marketing Plan 1, 2, 14
Select firms
Video Case: Harley-Davidson Wood 1
Marketing Insights Statement of Work
Best 3, 4 Icebreaker
2 Jan 17 Market Analysis and Team Presentations
Wood 2, 3 9-806-006
Customer Value Icebreaker Case
Market Focus
Segmentation, Targeting, Best 5, 6 HubSpot Marketing Articles
3 Jan 24
Positioning and Advantage Wood 4 9-509-049 HubSpot Case
Video Case: Marriot
Marketing Strategy Best Situation
4 Jan 31 Strategic Market Planning, 11 – 13 Assessment Report
Offense and Defense Wood 5 Team Presentations
Positioning the Brand
Product, Service and
Mountain
Branding Strategies Best 7 MM Brewing Co
5 Feb 7 Man Brew
Video Case: Amex Wood 6 Team Case
2069
Guest: Dave Lakey
VP Marketing, Resers
Delivering Customer Value
Virgin
Value Based Pricing and Best 8, 9
6 Feb 14 Mobile Virgin Mobile Case
Channel Strategies Wood 7, 8
9-504-028
Video Case: Progressive
Communicating Value
Promotional Strategies and Best 10 Vans
7 Feb 21 Vans Case
Considerations Wood 9 9-502-077
Video Case: AFLAC
Controlling the Plan Best
Presentation Drafts
8 Feb 28 Performance Metrics, 15, 16
One-on-ones
Managing the Plan Wood 10
9 Mar 6 Team Marketing Plans Team Presentations
Team Presentations
Team Marketing Plans
10 Mar 13 Course Evaluations
Final Class Meeting
Peer Evaluations
Course participants are expected to maintain high standards of academic honesty.
Academic honesty is a requirement for passing this course.
MKTG 464 Marketing Strategy & Management Winter 2012 Page 6
Marketing Plan Outline
I. Executive Summary
Strategic messages from the marketing plan
A. Define market opportunity
Target market need, value proposition, competitive advantage, and size of the opportunity
B. Synopsis of the plan
Plan objectives and goals, marketing strategy, highlights of recommendations
C. Outline resource requirements and return
Sales forecast / projections, program expenses / investment, keys to success
II. Situation Analysis
Review of significant elements in the current business situation
A. Company analysis
Company profile, financial performance, market orientation, leadership and position
B. Environmental analysis
Economic, political, legal / regulatory, technological, socio-cultural trends
C. Industry analysis
Industry profile, financials and growth, major issues
III. Market Analysis
Identification of potential customer groups and requirements
A. Market segmentation
Customer characteristics, buying behaviors, usage, loyalty
B. Target market customer profiles
Customer needs, value drivers, adoption
C. Market demand for each segment
Forecast size, growth, potential
IV. Competitive Analysis
Review of competitive environment and threats
A. Competitive environment
Entry / exit barriers, buyer / supplier power, substitutes
B. Competitive landscape
Significant players, levels of competition, rivalry, major issues
C. Profile key competitors
Relative position, advantage, share, profitability
V. SWOT Analysis
Strategic implications from external, internal and market reviews
A. Significant opportunities and threats in the market
B. Key strengths to be leveraged and weaknesses to be overcome
C. Implications and conclusions for marketing strategy
MKTG 464 Marketing Strategy & Management Winter 2012 Page 7
Marketing Plan Outline, cont.
VI. Strategic Market Plan
Market focus, competitive strategy and goals
A. Marketing mission, goals and objectives
Growth, leadership, target market, share, objectives
B. Market positioning
Differentiators, perceptual maps, value proposition
C. Branding strategy
Identity, naming, personality, building / leveraging equity
VII. Marketing Program Strategies
Marketing programs to achieve strategic market goals
A. Product Strategy
Objectives, whole product offer, pathway
B. Pricing Strategy
Objectives, internal / external orientation, strategy, elasticity, price / quality positioning
C. Distribution Strategy
Objectives, sales channels, intensity, length, function, margins
D. Promotion Strategy
Objectives, advertising, public relations, sales promotion
VIII. Implementation and Control
Resource and management plan framework
A. Financial projections
Sales forecast, marketing budget, profit, assumptions
B. Operational requirements
Headcount, services, support, tools
C. Controls and management
Action plans, schedules, metrics, risks, contingency plan
IX. Bibliography
Formal citation of research sources, materials and references
A. Research format documentation sourcing
Single methodology, citations within text, links to bibliography
X. Appendices
Additional documentation in support of plan
A. Market, customer, financial, analysis backup information
Data, research, assumptions, detail
MKTG 464 Marketing Strategy & Management Winter 2012 Page 8
