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MB32 STRATEGIC MARKETING MANAGEMENT
This is a graduate core course in the MBA program at Philadelphia University.
The course allows students to develop skills in dealing with strategic marketing
problems found in both profit and nonprofit settings. The focus is on a
developing a framework for strategic marketing plans with emphasis on consumer
and environmental analysis. Market segmentation, product positioning, marketing
responsiveness, and competitive reaction will be explored.
Exercises and case studies of firms' activities involving various aspects of
marketing such as pricing, outsourcing, and promotion will also be used to
enliven text material.
In the spring of 2002, this course will be combined with MB92 International
Business Trip to Europe
where we will visit companies and government offices during the spring break,
March 8 through March 17. The goal is to reinforce what we discuss in
class and the material we read about in the assigned readings and in current
events. The corporate visits and cultural experience allows us to
compare the theoretical, textbook information with actual events and applied
practices.
TEXTBOOKS AND OTHER MATERIALS:
Strategic Marketing Problems: Cases and Comments
(Ninth Edition, 2000) by Roger A. Kerin and Robert A. Peterson,
Prentice Hall.
Articles as assigned, occasionally via e-mail. If you
do not use a Philadelphia University account, please register for one and
have your e-mail redirected. Faculty teaching this course assume that you understand
basic marketing concepts. If marketing terminology is unfamiliar, it makes
it difficult to carry on meaningful discussions. So if it has been some time
since you took your last marketing course, please get a basic marketing
text, like Marketing Management (10th/Millennium Edition, 2000) by Philip
Kotler; Prentice-Hall. It need not be the most current edition, but it
should not be more than 5 or 6 years old because marketing tools have
changed significantly in the last few years.
Developments in all facets of business have been changing dramatically in
the last decade, perhaps most visibly in the area of marketing. How we
collect, process and disseminate data has changed how we perform marketing
research. Hardware and software computer advancements have allowed the
smallest firms to compete with large multinationals in far-away markets.
Distribution and the tracking of products and supplies we distribute is very
different from ten years ago. At times, the rate of change seems
frighteningly fast. Change takes place daily and weekly, a rate at which no
traditional or even electronic text book can keep abreast.
Course assignments will include late-breaking articles and research, but you
are also expected to read articles in the popular press. Excellent news
sources other than the standard Business Week, Newsweek, New York Times,
Time, Wall Street Journal, and Washington Post, include, The Economist,
Euromoney, Global Business, The Financial Times, trade journals, and
association newsletters. Many, if not most of the sources you decide to use
are available online.
COURSE POLICIES: top
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ACADEMIC HONESTY:
I expect students to comply with the standards as set forth in the college's
student handbook in the preparation of all assignments. In summary, cheating on
exams, plagiarism, or claiming another's work as your own in any way will not be
tolerated. For a description of what constitutes academic dishonesty and
procedures dealing with dishonesty, please see Article IV in the handbook on
Academic Integrity.
Academic dishonesty is unethical and is unfair to you and other students. This
type of behavior is sometimes a symptom of poor time management (partying a
little too much), over optimism (signing up for 5 courses and working full
time), or some other problem. I realize the extreme pressure that you might
face, but pressure does not excuse cheating. I would be happy to assist you with
problems, or direct you to those that might be better equipped to do so, prior
to an exam or assignment due date.
ATTENDANCE & LATENESS: top
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I recognize that business and family obligations must take precedence
occasionally. Prolonged illnesses, family or personal problems, or other
unforeseen situations, should be brought to my attention as soon as possible.
Please be prepared to provide appropriate evidence of excuse.
Job responsibilities, weather, and other things beyond your control can make it
difficult to get to class on time. I expect these occasions to be rare - you
accept the responsibility of being on time when you register for class, and
hopefully you recognize that late arrivals can be disruptive to the entire
class. If you are late, please have the decency to enter quietly and take the
closest seat available.
There are a number of topics that will be discussed in class that are not
covered in the text. This material may appear on exams and it is your
responsibility to obtain the notes for any classes missed or if you are late for
class.
GRADING: top of page 5
Make-up exams will be given for valid excuses. Please contact me prior to an
exam or assignment due date if you expect to have some difficulties meeting the
requirements. I will be glad to work with you before assigned dates. Please do
not ask for extra credit assignments. Extra credit assignments amount to
preferential treatment for one student and for this reason, requests of this
nature will not be considered. One half letter grade will be deducted for each
class day assignments are late.
Please have the courtesy to call me if you withdraw from the course. You will
receive a grade of WF (0.0 credit) if you do not officially withdraw from class
(i.e., you must file an application in the registrar's office).
COMMUNICATION SKILLS & CLASS PARTICIPATION: top
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The development of good communication skills is important regardless of future
occupation(s). When interviewing, you must explain why you are suited for the
position being offered ("sell yourself"). To get that interview, you
must present yourself in written form via a resume. Asking for raises,
presenting reports, and explaining ideas you would like implemented all require
good communication skills, if you are to be successful. Professional behavior is
expected.
In general, I expect exciting and original thoughts, and some synthesis of
existing ideas from the sources you've selected. As stated in the grading
policy, I do not expect to see a simple summary or rehash of assigned material.
I'll work with you prior to the assignment due date if you are having
difficulties. Please ask for help if you need it.
I realize "this isn't an English class" and I do not base written
assignment grades on poor grammar, spelling, or sentence structure. Be aware
though, if you turn in a paper with too many errors, I will return it to you
ungraded. If this happens, I recommend getting some editing help from someone at
the writing center or an English professor. It is your responsibility to make
the necessary corrections by the next class period. I will not deduct any points
from your project or paper during this grace period of one class. I grade all
assignments with these ideas in mind.
Author/contact information:
Dr. Lloyd C. Russow, Ph.D.
Philadelphia University
School of Business Administration
School House Lane & Henry Avenue
Philadelphia, PA 19144-5497
Ph: 215-951-2819
Fx: 215.951.2652
E-mail: RussowL@PhilaU.edu
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Date of creation: April 22, 2001.
Date of last update:
December 19, 2005.
Copyright © 2001.
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