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Philadelphia University
MBA Program
Course MB-32
Strategic Marketing Management
Fall 2002 -Tuesday evenings @ 6:30 p.m.
beginning September 3, Bucks Campus
Professor : Lee E. Tabas
Mailing Address : 1 Dove Lane, Haverford, Pennsylvania 19041
Telephone: 610 896 6893 Evening 610 896 8079
Fax: 610 896 7152
E Mail :
Lee@Tabasfunding
Office Hours by appointment
Course description:
This course is about business marketing strategy. After taking this course the
student should be able to develop a framework for making strategic plans
involving marketing of products and services. Market segmentation, product
positioning, decision making based on the information available and
obtaining feedback are all important parts of business marketing strategy
that we will cover. The course draws on the Professors’ years of experience
in the hospitality business and banking, including ownership of Riverfront
Restaurant and Dinner Theatre and dealing with businesses as President of
Royal Bank of Pennsylvania. Projects and case studies will be included to
gain a better working knowledge of the matters at hand. As in the business
world, the course requires oral presentations and team assignment projects.
Textbook: Strategic Marketing Problems Roger A. Kerin and Robert
A Peterson, Prentice Hall, Upper Saddle River, New Jersey 9th
edition 2001
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Requirements: |
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 | MF 02(MIS), MF 06 (Marketing Foundation) or equivalent. It is the
student’s responsibility to insure that he/she has completed these
requirements in order to receive proper credit for this course. |
| Do Class Assignments |
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| Be prepared and participate in class discussions |
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| Attend class regularly-class will be held these evenings, weather
permitting: |
| September 3,10,17,24,October 1,8,15,22,29,November 5,12,19,December 3,17 |
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Attendance:
Attendance is important. You are responsible for what
is covered in class and if absent; you are responsible for finding out what
was discussed. Not all of the material covered in class will be in the
textbook. If you need to miss class, please let me know in advance.
While in class, personal electronic devices may be distracting to others,
and should be turned off or on silent ring.
Grading:
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| Class participation 15% |
| Presentation of one current events article 15% |
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| Written Assignments and Cases 30% (10% each) |
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| Group Marketing Strategy Oral and Written Presentation 40% (content 20%, professionalism 10%, oral presentation 10%) |
| As in the real world, quality of presentations count. For best
grade, be sure that your written and oral presentations use correct
grammar and are free from spelling errors and typos. |
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| Reasonable changes in class
schedule, subjects covered, and grade weighting may be made without notice.
Assignments submitted late will generally receive a reduced grade.Any graded
materials not returned to students will be held for 4 weeks after the end of
class, and then discarded.
Academic Honesty: Although certainly not anticipated at this level of study,
the student should be aware that the first cheating offense could result in
the application of College disciplinary procedures according to the Academic
Honesty Guidelines.
Quality of Submissions: The Philadelphia University MBA program is designed
to complement accepted business practices . Compositions or written
problems should be typed in double-spaced business format in easy to read
type. Computations or problems may be typed or neatly handwritten.
Current Event Article:
We will follow current industry events. Each student is required during
the course to bring in one article of interest regarding marketing , competition,
business strategy, leadership in dealing with change ,or
product or service development. The article may cover any industry or area.
Please make sufficient
copies for the class. Prepare to lead a ten to fifteen minute discussion and
analysis of the topic. An outline on page 58 of
your text may help you decide areas to discuss. If you would like
me to make copies for you, please provide me with the article one-week in
advance of your presentation. A sheet will be distributed in the
first 2 weeks of class to sign up for your presentation date.
Guest Speaker: The instructor plans to invite a guest speaker to be announced for class
5,6,or 7
Case Assignments: There will be three written
case assignments during the course of the semester. Please the following as an outline:
1) Identify the mission, objectives, and strategies.
Gather current information about the company
2)Identify the strategic issues and problems
3)Analyze and evaluate. Please refer to marketing
case analysis worksheet on page 58 of your text.
4) Conclude your
paper with your recommendation of specific strategies and how they should be
implemented.
Each case should be presented in a business format from 4-6
pages in length. Charts or graphs to enhance your analysis are welcomed.
Marketing Management Team Project:
Students will work in teams of 4 students as time permits in and
outside of class. Teams will research
and prepare an in- depth written analysis and evaluation of a
marketing strategy and/or a marketing plan
for a selected company or organization. Each team will complete their analysis
(10-15 written pages plus appendixes or samples ) as well as a 30-minute team oral presentation. Presentations should follow the outline in
the appendix to chapter one of the text: A sample marketing plan (pg. 17) At the
conclusion of the project, team members will be asked to grade each other on
their fellow team members' participation and contributions.
Tentative Course Outline:
Class 1 (September 3) Introduction and course overview, foundations of
strategic Marketing Management including sample marketing plan (chapter 1),
Team Assignments, scheduling of article presentations.
Class 2 (September 10) Financial Aspects of Marketing Management (Chapter
2), Organizational team meetings , finalize each teams’ project assignment
Class 3 (September 17) Marketing Decision Making and Case Analysis,
Opportunity analysis and Market Targeting (Chapters 3, 4)
Class 4 (September 24) Case # 1 Due Quetzal Collections, inc. pg. 73.
Discussion of Quetzal
Class 5 (October 1) Each Team submits a written project overview/outline
of not more than 2 pages. Guest Speaker
Class 6 (October 8) Product and Service Strategy and Brand Management
(chapter 5)
Class 7 (October 15) Current Event Article Emphasis in this class
Class 8 (October 22) Integrated Marketing communication strategy and
Management (Chapter 6) Case #2 Due Cadbury Beverages Inc. Crush Brand pg.
249
Class 9 (October 29) Marketing Channel Strategy and Management (Chapter
7)
Class 10 (November 5)Pricing Strategy and Strategy Reformulation (chapters 8,
10)
Class 11 (November 12) Interactive Marketing and Electronic Commerce
(Chapter 9)
Class 12 (November 19) Comprehensive Marketing Programs (Chapter 11) Case
#3 Due Southwest Airlines pg. 393
Class 13 (December 3) Team project presentations
Class 14 (December 17) Team Project Presentations
Suggested Readings:
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The Great Brain Robbery
,Ray Considine and Murray Raphael, Rosebud Books, Los Angeles 1980 The
22 Immutable laws of Marketing Al Ries and Jack Trout, Harper Business,
New York, 1994
Customer Loyalty How to Earn It, How to Keep It, Jill Griffin, Jossey
–Bass Publishers, San Francisco 1995
The Wall Street Journal, Forbes Magazine, Entrepreneur
Magazine, American Demographics Magazine
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