Department of Marketing Strategic Plan by wuzhenguang

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									     Department of Marketing
        College of Business
      Florida State University



             2007 – 2011
            Strategic Plan


           Updated Version
       Adopted December 10, 2007




International Acclaim. Individual Attention.
                                   Department of Marketing
                                   2007-2011 Strategic Plan


Mission Statement

Our mission is to educate the next generation of marketing, sales, operations, supply chain, and
multinational business professionals in an atmosphere that values innovation, excellence, and
integrity. We recognize that this is a multifaceted effort consisting of quality scholarly research,
innovative curriculum, and active participation in the broader community of our profession and
society.


Core Values

In support of our mission, we embrace several core values:

   We value innovation in teaching and research, and constantly strive to push the boundaries of
    marketing theory and practice. We constantly seek new opportunities to disseminate
    marketing knowledge to our students, colleagues, business professionals, and society.

   We value excellence in all that we do, and continuous improvement to ensure that we do not
    become complacent.

   We value integrity in our interactions with colleagues, students, and the community at large.
    We seek to act in accordance with the highest standards of professionalism at all times.

   We value collegiality and strive to be a supportive community of scholars and colleagues.
    We ensure that our commitment to each other and our mission remains strong.


About the Marketing Department

Relative to other marketing departments around the world, ours is unique in terms of
composition and focus. In addition to faculty in the traditional areas of marketing and consumer
behavior, our department also houses faculty in operations management, operations research,
supply chain management, and multinational business operations. In most colleges of business,
these faculty groups reside in separate departments. Our ability to leverage the synergies among
these academic areas is a key competitive advantage and strength for our department.

In addition, most of our faculty (regardless of academic area) have a scholarly focus in services
marketing or service operations management. This is also a key strength of our department in
that our services focus coincides with the thrust of our nation’s and state’s economies, virtually
all of the placement opportunities for our marketing graduates, and a growing scholarly interest
in the interdisciplinary nature of services.
Strategic Thrust of the Department

This strategic plan takes advantage of our key strengths in interdisciplinary synergy and services
focus to develop more robust teaching, research, and service opportunities for our faculty,
students, and community. Specifically, our strategic thrust is based on two interrelated facets:
the growing importance of services science and the increasing challenges faced by sales
professionals. Services science is an interdisciplinary approach aimed at improving operations,
performance, and innovation in the service industries that dominate our nation’s economy. As a
field of study, services science fosters a broad perspective that includes research from marketing,
operations management, engineering, economics, law, technology, and human resources to
tackle the problems of service quality, productivity, efficiency, and innovation that plague
service industries around the world. This need for an interdisciplinary perspective carries over
into the sales force and their ability to foster long-term customer relationships. In today’s
business climate, salespeople are heavily involved in new product/service development, supply
chain management, strategic planning, and the facilitation of international commerce.


Departmental Goals and Action Steps

This document outlines our plans for the next five years. Our strategy and goals are consistent
with our mission and values, as well as the mission and strategic plan of the College of Business
and Florida State University. Although the strategic thrust of our plan is based on orienting our
department toward services and professional selling, our overall plan is designed to support our
College’s goal of becoming a preeminent college of business. As a result, our goals and action
steps are specifically designed to coincide with the College’s strategic goals:

   1.   Become a preeminent College of Business
   2.   Create a stronger sense of community within the College
   3.   Explore innovative teaching and curriculum
   4.   Create and disseminate knowledge
   5.   Infuse global principles throughout the College
   6.   Infuse ethical leadership principles throughout the College
   7.   Engage in exemplary service

We recognize that many of our goals and action plans require significant investments of time,
energy, and financial resources. However, these investments are needed to move our department
toward preeminence.
College Goal #1: Become a Preeminent College of Business

The College’s goal of becoming a preeminent College of Business is based on facets such as
branding, increased funding, increased industry participation, the creation of centers of
excellence, and the quality of our faculty and students.

Department Goal #1: Develop and launch the Center for Service Innovation (CSI) and the
Center for Sales Leadership (CSL)

The purpose of the proposed Center for Service Innovation (CSI) and the Center for Sales
Leadership (CSL) is to encourage excellence in education, research, and public service related to
service science and professional selling. Both centers will be housed in the College of Business,
and will interdisciplinary in both scope and operation. Each center will serve as a means of
collaboration and coordination among a variety of programs at FSU and will act as a conduit of
education, research, and service for students, business executives, federal, state, and local
governments, political leaders, industry analysts, and academic researchers.

                      Action Steps                       Timeline             Responsibility
1.   Partner with the College of Engineering to    Submitted, but          Department chair
     develop a Pathways of Excellence proposal     denied                  and faculty
     in Services Science
2.   Seek external funding to name and endow the   Ongoing                 Dean and department
     Center for Service Innovation (proposal is                            chair
     developed)
3.   Hire two additional faculty in the            Completed               Departmental faculty
     sales/services area
4.   Develop a proposal for the Center for Sales   Completed               Department chair
     Leadership                                                            and faculty
5.   Seek external funding to name and endow the   Ongoing                 Dean and department
     Center for Sales Leadership                                           chair
6.   Add an Executive-in-Residence in Sales or     On Hold                 Departmental faculty
     Services                                                              recruiting committee
Department Goal #2: Increase Recognition and Funding of the Marketing Department

There are three main objectives within this goal. First, the department needs to do a better job in
communicating with alumni at all levels. This can enhance the awareness and reputation of our
efforts. Second, the department needs to increase the level of recurring funds that are available
in the department’s foundation account. This would allow us to better support research and
instruction among our faculty and doctoral students. We feel that the creation of an advisory
board, a departmental newsletter, a new major in Professional Selling, and launching a regional
marketing/sales conference will help us achieve these objectives. Finally, to attract and retain
the highest quality faculty, we will work with the Dean to find creative solutions to ongoing
issues related to faculty salary inversion and adjustments needed to raise faculty salaries to
national market averages.

                      Action Steps                      Timeline                Responsibility
1.   Department chair to attend AACSB seminar       Completed
     on advisory boards
2.   Develop a Marketing Department newsletter      Spring 2011              Department chair
3.   Communicate with Ph.D. alumni to garner        Ongoing                  Doctoral program
     feedback and funding aimed at improving the                             director and
     quality of the doctoral program                                         department chair
4.   Actively pursue President’s Club members       Ongoing                  Dean, department
     dedicated to the Marketing Department                                   chair and faculty
5.   Establish a Marketing Department Advisory      On Hold by request       Dean, department
     Board                                          of Dean                  chair, and faculty
6.   Establish a Professional Selling Advisory      Completed and            Department chair
     Board to increase funding for the sales        ongoing                  and director of the
     program                                                                 sales program
7.   Establish a new undergraduate major in         Completed                Undergraduate
     Professional Selling                                                    curriculum
                                                                             committee
8. Develop and launch a regional                    Pending funding of       Department chair
   marketing/sales conference                       Sales Center             and faculty
9. Work with the Dean to resolve issues related     Ongoing                  Department chair
   to faculty salary inversion and adjustments                               and faculty
   needed to raise faculty salaries to national
   market averages.
College Goal #2: Create a Stronger Sense of Community

The College’s goal of creating a better sense of community is based on facets such as branding
initiatives within each major, celebrating faculty and student accomplishments, involving staff in
decision making, and increasing overall communication.

Department Goal #3: Increase Departmental Pride and Collegiality

The Marketing Department has always maintained a great deal of pride and collegiality. In fact,
we consider collegiality to be among our major strengths and one of the reasons that most of our
faculty have been with the university for a relatively long time. It is also one of the strengths of
our doctoral program in that collegiality encourages significant research collaboration.

                     Action Steps                            Timeline           Responsibility
1.   Create department-branded t-shirts or polo’s      Completed, but        Department chair,
     in conjunction with the AMA student group         needs revision        AMA faculty advisor
2.   The department will become a hub of               Ongoing               Department chair
     information regarding faculty and student
     accomplishments and will make such
     information available on a regular basis.
3.   Regular updating of the Department News           Ongoing               Department chair
     section of our website
4.   Increase transparency of decision making          Ongoing               Department chair
     within the department
5.   Maintain emphasis on regular departmental         Ongoing               Department chair
     social engagements that include faculty, staff,                         and faculty
     and doctoral students (biweekly happy hour,
     back-to-school party, holiday social, spring
     fishing trip)


College Goal #3: Explore Innovative Teaching and Curriculum

The College’s goal of exploring innovative teaching and curriculum is based on facets such as
experimentation, hybrid courses, niche courses, and general curriculum revision.

Department Goal #4: Restructure Undergraduate Marketing Curriculum

Both majors housed in the Marketing Department (marketing and multinational business) are
popular with students. In addition, all three tracks in the marketing degree (service operations,
personal selling, and supply chain management) are popular. However, the demand for the sales
concentration is growing rapidly. Furthermore, the regional business community has become
very interested in our sales students. Many of these businesses are willing to support this
program financially. As a result, our faculty feel that adding a major in Professional Selling will
1) allow us to better meet the needs of students and businesses, and 2) create a significant
fundraising mechanism through the creation of a Professional Selling advisory board. Another
major change will involve the conversion of the Multinational Business major into a certificate
program. This change will permit more students to explore international issues in business
practice. Finally, our faculty are interested in working with others in the College and across
campus to develop additional undergraduate majors and concentrations.

                     Action Steps                       Timeline              Responsibility
1.   Hire additional faculty in the sales area      Completed             Departmental faculty
                                                                          recruiting committee
2.   Establish a new undergraduate major in         Completed             Undergraduate
     Professional Selling                                                 Curriculum
                                                                          Committee
3.   Establish a Professional Selling Advisory      Completed and         Department chair
     Board to increase funding for the sales        ongoing               and director of the
     program                                                              sales program
4.   Convert the Multinational Business major       Completed             Undergraduate
     into a certificate program                                           Curriculum
                                                                          Committee
5.   Add an undergraduate certificate program in    In place by Fall      Undergraduate
     Professional Selling aimed at other majors     2012                  Curriculum
                                                                          Committee
6.   Create a basic marketing course for business   On Hold               Undergraduate
     minors (possibly offered online)                                     Curriculum
                                                                          Committee
7.   Work with others to develop new                Ongoing               Department chair
     undergraduate majors, concentrations, or                             and faculty
     certificates in areas such as financial
     services marketing, real estate marketing,
     healthcare administration, engineering
     management, or marketing and mass
     communication.
Department Goal #5: Restructure Graduate Marketing Curriculum

One of the major resource constraints in our department is the fact that current MBA offerings
are too closely tied to individual faculty. Hence, faculty turnover, sabbaticals, or professional
leaves interrupt our ability to offer these courses on a consistent basis. By refocusing our MBA
concentration, we can offer courses that can be taught by a wider range of faculty. Our faculty
are also interested in working with others in the College or across campus to develop additional
graduate programs.

                     Action Steps                          Timeline           Responsibility
1.   Convert current 3-course (9 hour) MBA            Cancelled by          Master’s Policy
     concentration into a 2-course (8 hour)           Master’s Policy       Committee
     concentration. Courses to be Supply Chain I      Committee
     and Supply Chain II.
2.   Streamline all MBA elective course               Completed             Master’s Policy
     offerings across the full-time, part-time, and                         Committee
     online programs.
3.   Work with others to develop new graduate         Ongoing, but MS in    Department chair
     programs in areas such as healthcare             Marketing to launch   and faculty
     administration, engineering management,          Spring 2011
     joint degrees (MBA/MD, MBA/Nursing,
     MBA/Engineering, MBA/Mass
     Communication), and/or online professional
     certificates.


College Goal #4: Create and disseminate knowledge

The College’s goal of creating and disseminating knowledge is based on facets such as
increasing “A” quality research, developing new centers of excellence, participating in the
Pathways of Excellence initiative, and increasing funded research.

Department Goal #6: Increase the Quality of Faculty Research

Our faculty already excels with respect to publishing high quality academic research. However,
consistent with our Pathways of Excellence initiative and our two center proposals, we need to
take steps to encourage more faculty to pursue contract and grant funding. We expect that this
funding would not only increase research output, but it would also allow the department to grow
the doctoral program without seeking additional resources from the College. Summer faculty
internships are also a key way to increase research quality. Finally, the department is currently
developing an online subject pool (iLab) to allow research studies to be done more efficiently
than using student subjects in the classroom.
                   Action Steps                         Timeline             Responsibility
1.   Pursue Pathways of Excellence                 Ongoing                Department chair
                                                                          and faculty
2.   Develop and launch the Center for Service     Ongoing                Department chair
     Innovation and the Center for Sales                                  and faculty
     Leadership
3.   Send faculty to contracts and grants          Ongoing                Department chair
     workshops                                                            and faculty
4.   Provide release time to faculty who make a    Ongoing                Department chair
     commitment to pursue contracts and grants
5.   Pursue summer faculty internships             Ongoing                Department chair
                                                                          and faculty
6.   Orient departmental merit criteria toward the Completed              Department faculty
     publication of high quality research
7.   Develop iLab – an online panel (subject       Cancelled, Qualtrics   Department chair
     pool) of research participants                adopted by College     and doctoral
                                                                          program director
8.   Develop proposal to name and endow the        Completed              Department chair
     Distinguished Marketing Scholars Series
9.   Seek funding to name and endow the            Completed              Dean and department
     Distinguished Marketing Scholars Series                              chair
     (now the Wachovia Scholars Series)


College Goal #5: Infuse Global Principles Throughout the College

The College’s goal of infusing global principles throughout the College is based on facets such
as cultivating an international focus, working with the International Programs Office, and
encouraging more faculty to participate in study abroad programs.

Department Goal #7: Expand International Awareness Among Faculty and Students

Given that our department houses the Multinational Business Operations (MULBUS) degree
program, we will take the lead in promoting international awareness among faculty and students.
We will work to create an undergraduate certificate in MULBUS as a creative way to allow
students to learn about this critical area without requiring them to major in MULBUS. In terms
of both international awareness and course scheduling, we plan to encourage more faculty and
students to participate in FSU International Programs, particularly during the summer. We will
continue to maintain and promote the International Business Association, our student
organization. Given the large Hispanic constituency in Florida and beyond, we will investigate
developing joint, interdisciplinary courses in Hispanic Marketing.

                       Action Steps                    Timeline              Responsibility
1.   Convert the Multinational Business major      Completed              Undergraduate
     into a certificate program                                           Curriculum
                                                                          Committee
2.   Encourage broader participation among          Ongoing                 Department chair
     faculty to teach abroad during the summer
3.   Encourage more students to participate in      Ongoing                 Departmental
     FSU International Programs                                             advisors
4.   Maintain and promote the International         Ongoing                 Marketing faculty
     Business Association
5.   Collaborate with the College of                Ongoing                 Department chair
     Communication to examine the potential of                              and faculty
     interdisciplinary courses or programs in
     Hispanic-related marketing
6.   Work with the dean to add a faculty line in    On Hold                 Departmental faculty
     Multinational Business                                                 recruiting committee


College Goal #6: Infuse Ethical Leadership Principles Throughout the College

The College’s goal of infusing ethical leadership principles throughout the College is based on
facets such as creating an ethics center, inviting speakers to campus, and funding the Bowden
Center for Ethical Leadership.

Department Goal #8: Expand Ethical Awareness Among Faculty and Students

The nature of marketing as an academic discipline naturally orients classroom instruction toward
ethics and social responsibility in virtually every course offered by the department. We intend to
work closely with others in the College to ensure that broad-based coverage of ethics in provided
throughout the curriculum.

                      Action Steps                      Timeline               Responsibility
1.   Work closely with the ethics roundtable and    On Hold                 Department chair
     the Bowden Center for Ethical Leadership                               and faculty
2.   Use the Distinguished Marketing Scholars       Completed               Department chair
     Series to bring recognized experts in                                  and doctoral
     business ethics to campus                                              program director
3.   Leverage the Hardwick and Pfizer gifts to      Completed, MS in        Dean and department
     create educational opportunities in ethics     Marketing to launch     chair
     and social responsibility                      Spring 2011
College Goal #7: Engage in Exemplary Service

The College’s goal of engaging in exemplary service is based on facets such as interacting with
the outside community, creating annual conferences, rewarding faculty service participation, and
adopting community service projects.

Department Goal #9: Expand Departmental Service Activities

The Marketing Department has always excelled in service to the discipline, the university, and
the college. We anticipate making stronger service contributions through the Center for Service
Innovation and the Center for Sales Leadership.

                      Action Steps                          Timeline        Responsibility
1.   Give faculty release time for significant         Ongoing            Department chair
     service activities that are consistent with the
     mission of the department and the College
2.   Give faculty release time and recognition for     Ongoing            Department chair
     service activities that are consistent with
     active participation in the Marketing
     discipline and that bring national and
     international notoriety to the department
     (e.g., editorships, journal editorial review
     boards, conference program chairs,
     prestigious honorary appointments)
3.   Develop and host a regional conference in         Completed with     Department chair
     marketing or sales                                respect to sales   and faculty

								
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