8/8/2019 391 Syllabus Fall 2009

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MKT 391: Marketing StrategiesFall 2009

Room E-203

T R Noon 1:15 p.m.

Instructor: Bill Moylan Phone: 956-7681

Office Hours: T R 10:45 a.m. 11:45 a.m.,and by appointment

Office location: BUSAD C502H

E-mail: wmoylan@hawaii.edu

Class website: http://faculty.shidler.hawaii.edu/wmoylan

Course Description:

This course shows how all aspects of marketing tie together in the development of marketing strategies and

the creation of the strategic marketing plan.

This is an extremely important course. Successful development and implementation of the strategic marketi

plan is critical for business success in a competitive industry.

Course Objectives:

By the end of this course, you should understand:

Industry structure Internal and external analysis Competitor analysis Strategic alternatives Sustainable competitive advantage Strategic positioning Marketing planning

Course Methodology:

Methods used in this class include:

Lecture Case studies Textbook reading Written assignments Quizzes and exams Oral presentations

Text:

Aaker, David A., Strategic Market Management, 8th

edition, John Wiley & Sons, 2007

Class Grade Components:

20% Unannounced Quizzesbased on assigned reading for that day15% Group written assignments

30% Group final plan/oral presentation

30% Final Exam5% Class Participation

100%

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MKT 391 Marketing StrategiesFall 2009

Unannounced quizzes

There will be multiple unannounced quizzes at the beginning of class on the material that

was assigned for reading that day.

Group Written Assignments

There will be two written assignments due from your group. Details for assignment of

groups, and method and timing of written assignments will be discussed in class.

Group final plan/oral presentations

This will be the culmination of your work all session, and will build on previous written

assignments.

Final Exam

Comprehensive exam covering all aspects of the course. Exam will be on December 15.

Attendance and class participation

Attendance is MANDATORY!!! Students are expected to show up preparedfor this class

there are 31 class meetings and they are all crucial. Students are expected to e-mail the

instructor prior to 8:00 AM the morning of any class they will miss. After three absences, t

course grade will be lowered grade for each class missed.

Disability Access

Students with disabilities are encouraged to contact the KOKUA Program for information

and services. Services are confidential and students are not charged for them. Contact

KOKUA at 956-7511 (voice/text), kokua@hawaii.edu, or Queen Liliuokalani Center for

Student Services, Room 13. Also, feel free to ask the instructor if accommodations aredesired.

MKT 391 Honor Code

Students are expected to conduct themselves with the highest level of integrity. All work

MUST be the students own. Of course, plagiarism will result in dismissal from the course

and a grade of F.

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BUS 391: Marketing StrategiesFall 2009

Course Outline

Class Date Topic Required Readin(prior to class)

1 8/25 Intro to course; overview of strategy

2 8/27 Strategic Marketing Management: an overview Ch. 13 9/01 External and customer analysis

4 9/03 External and customer analysis (continued)

Ch. 2

5 9/08 Competitor analysis Ch. 3

6 9/10 Market analysis

7 9/15 Market analysis (continued)

Ch. 4

8 9/17 Environmental analysis

9 9/22 Environmental analysis (continued)

Ch. 5

10 9/24 Internal analysis Ch. 6

11 9/29 Creating advantage

12 10/01 Creating advantage (continued)

Ch. 7

13 10/06 Alternative Value Proposition Ch. 8

14 10/08 Brand Equity

15 10/13 Brand Equity (continued)

Ch. 9

16 10/15 Energizing Ch. 10

17 10/20 Leveraging Ch. 11

18 10/22 New Business

19 10/27 New Business (continued)

Ch. 12

20 10/29 Global strategies

21 11/03 Global strategies (continued)

Ch. 13

22 11/05 Declining market strategies

23 11/10 Declining market strategies (continued)

Ch. 14

24 11/12 Implementation (organizational issues)

25 11/17 Implementation (organizational issues) (continued)

Ch. 15

26 11/19 Team Presentation 1

27 11/24 Team Presentation 2

28 12/01 Team Presentation 329 12/03 Team Presentation 4

30 12/08 Team Presentation 5

31 12/10 Course review

12/15 FINAL EXAM (noon 2:00 p.m.)