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STRATESTRATEGICGIC MARKEMARKETINGTING MANAGEMANAGEMENTMENTF A L L 2 0 2 4S Y L L A B U SC - 570Adobe Stock image

"The people who are crazy enough to think theycan change the world are the ones who do"Steve JobsAdobe Stock image

4Introduction8CourseMaterials10Learning Outcomes12CoursePolicies &Requirements16Participation& Teams1922 2629Internet Access AssignmentsUniversityPoliciesCourseSchedule

INTRODUCTION

C570MARKETINGSTRATEGYSYLLABUSPAGE 05COURSE DESCRIPTIONThis class will provide an introduction to theprocess of creating a market-driven organization.Specific topics will include marketing strategy,market research and analysis, pricing, distributionand promotions, and digital/mobile. The courseemploys taped lectures, synchronous classsessions, and online discussions, case analyses andpresentations, and simulations.DR. TONY STOVALLClass time: W - 8:00-9:15 pm ET |online synchronous sessions |tostoval@iu.edu | Office: BS – 4126 (4th floor ofKelley)Office Hours: By appointmentAdobe Stock image

SYLLABUSPAGE 06What does that even mean? By the end ofthis course, you will be able to confidentlyanswer that question and be able toarticulate marketing’s role in gaining asustainable competitive advantage. This isthe capstone course for marketing majorsand emphasizes the application of keymarketing concepts and the application ofmarketing analytical tools. This class is where you begin to connectthe proverbial dots…"When I seetwo Porscheson the samestreet, I beginto worry." (Ferdinand Porsche – son offounder) We’ll tackle these questions and many more. You’ll learn that strategicthinking is a skill that can be acquired and improved. My goal is to make sureyou can comfortably speak the language of marketing – to develop yourcompetitive advantage. Did you know???… that effectivemarketingstrategy is likeplaying chess? …that we’re stilltrying to figure outwhat LOYALTY is?…that getting thecustomer is onlyhalf the battle? Adobe Stock image

Adobe Stock image"Tactics without strategy is the noise before defeat"Sun Tzu

REQUIREDCOURSEMATERIALS

I have created a coursepack thatcontains your readings and the cases wewill be covering during the quarter. Youcan find the link to the HBS site topurchase the coursepack in Canvas, viathe Course Materials icon on theHomepage and via the WelcomeAnnouncement (cost ~ $135.00). A substantial portion of the deliverablesfor the class will be in the form of mini-simulations. These simulations areconcept-based simulations that will testyour understanding of course conceptsas we move through the quarter. Themini-simulations will prepare you for theFinal Project Simulation. You maychoose one of two simulations for theFinal Project – Retail or Sports &Entertainment. I think it will be achallenging, yet fun, way to learn theprinciples of strategic marketingmanagement. You will register and payfor the simulation the first time youlogin to the Tutorial via the courseCanvas site (cost ~ $40.00).SYLLABUSPAGE 09Adobe Stock imageAdobe Stock imageCOURSE MATERIALS

LEARNINGOUTCOMES

2. Data and Analytics CompetencyEnable and make decisions based uponcollection, appraisal, and analysis of data.· SLO 2.4: Interpret and communicateanalytical conclusions and insights.4. Macroenvironmental AwarenessUnderstand institutions and phenomenaexternal to the organization and use suchknowledge to formulate strategy andmake good decisions.· SLO 4.1: Classify market structures andmatch them to effective businessstrategies.8. Strategic DisciplineForm, explain, and implement anorganizational strategy and makedecisions that comply with it.· SLO 8.1: Identify, communicate, andact upon competitive advantage.7. Global IntelligenceBuild and execute business models thattranscend differences in culture,geography, and institutions.· SLO 7.1: Build value across nationalboundaries and cultures.1. Given a brand in its specific market,recognize how to apply the marketingplanning framework of segment themarket, pick a target, and develop aneffective positioning in order to plan howto use the 4 Ps of Product, Place, Priceand Promotion to improve customerbehavior in the brand's favor. Thisincludes:a.Explain the role of marketing in creatingsuccessful business results b.Identify customers’ needs c.Recognize the value of segmenting amarket and targeting specific segment(s) d.Position a product and build strongbrandse.Recognize the benefits and challengesof introducing new productsf.Explore the benefits of alternativeapproaches to pricingg.Communicate the brand and itspositioning through promotions2. Apply this marketing planningframework for brands that represent bothproducts and services, both domesticallyand globally.Learning Outcomes and Relationship to KD Learning Goals: Learning OutcomesThis course will provide you with an overview of concepts and practicesassociated with the professional management of marketing programs andactivities. After you complete this course you should be able to:SYLLABUSPAGE 11Adobe Stock imageLearning Outcomes for C570KD MBA Learning Goals & SLOs

Don't think outside the box...Think like there is no box.

COURSEPOLICIES & REQUIREMENTS

MIXINGORGANICMATERIALSKelley School of Business Honor CodeSYLLABUSPAGE 14Students must adhere to all Kelley School of Business (KSB) StudentPolicies and Guidelines, including the KSB Honor Code. Students arerequired to read the University policy on dishonesty and cheating.Dishonesty and cheating will result in involved students receivingan “F", or a reduced grade. A student assessed this penalty will not beallowed to withdraw from the course. . Additionally, students may havetheir names forwarded to Kelley School of Business for furtherdisciplinary action as the school and university see fit. This course willhave written assignments, and plagiarism is to be avoided. The IUSchool of Education’s “How to Recognize Plagiarism” is an on-linetutorial that can help you avoid plagiarism. As a Kelley student, I will actprofessionally, with civility and respect toward others and with honorand integrity in all my work. Plagiarism has become all-too common inuniversities. For more information on plagiarism please go tohttp://www.indiana.edu/~wts/wts/plagiarism.html (Links to an externalsite.).Adobe Stock imageAdobe Stock image

This class will be conducted entirely online. We will meet synchronously onselect Wednesday evenings 8:00pm – 9:15pm to discuss the cases and “hottopics” in marketing roughly every other week (check course schedule.) Despitethe virtual format, this class will be a mix of brief lectures (podcasts), teampresentations, simulations, and discussions of other relevant materials. All theseelements are used in an effort to help you understand the material and reinforcewhat you have learned. You are required to check the course Canvas site. I willpost class announcements and other helpful information to this site. If you do notthoroughly understand a topic, please ask questions about that topic. Additional Marketing ResourcesThe following is a partial list of possible sources of further information to enhanceyour understanding of and develop greater interest in the field of marketing.Items 12 through 18 are more theoretical and may not be easy reading for theuninitiated. However, if you are interested in theory building and technicalaspects of Marketing Modeling and related topics, you may find these useful.Advertising Age and AdAge.comAdweekBrandweekThe American Marketing Association www.marketingpower.com Marketing NewsThe Wall Street Journal (in particular, the section dealing with Marketing)Business WeekThe EconomistFortune InternationalMarketingProfessors.comHarvard Business Review Journal of Advertising ResearchJournal of Consumer PsychologyJournal of Consumer ResearchJournal of MarketingJournal of Marketing ResearchMarketing ScienceSloan Management ReviewSYLLABUSPAGE 15Course Format & RequirementsAdobe Stock image

PARTICIPATION & TEAMS

Students are expected to be engaged in the classsessions and participate actively in the discussions.To achieve quality participation in the course, youare expected to read each case or any otherrequired reading, prior to the date assigned in thecourse schedule. Keeping current with thereading and simulations is essential to yoursuccess in this course.Students must be prepared to discuss current andcontroversial marketing issues. Students are highlyencouraged to read business news periodicals andbring examples to class for discussion. Excellentsource to these business issues includes The NewYork Times, Wall Street Journal, Fortune, TheEconomist, and Bloomberg Business Week.Remember, attendance does not equalparticipation.In a class of this size and with the online formatthere are likely times you will experiencefrustration at not being called upon. If you feel youare having a problem either being passed overregularly or getting your hand up (stage fright),please see me. To preserve order and fairness, Irequest that students speak only when called on. ParticipationSYLLABUSPAGE 17TeamsManagers seldom work by themselves whenmaking strategic decisions; therefore, it is thegroup’s responsibility to produce qualitypresentations and reports on a tight deadline.When working in teams, there are certainconditions assumed this semester regardingteam performance and consideration for oneanother. Each team member is expected tomeet, either in person or virtually, at theagreed upon times. There are many free tools available to you tofacilitate virtual meetings. Team members areto engage equitably in all behind-the-scenepreparations (including research, outlining theapproach, analysis, write-up, and presentation).Team members will evaluate the contributionsof their fellow team members. While thesepeer evaluations are confidential, they canaffect your individual team assignment grades.For example, if a team member is consistentlyrated poorly by other teammates, his/her teamassignment grade will be discountedaccordingly. This can result in an individualreceiving a score that is one or more lettergrades below their team members if theirperformance/participation was unanimouslyrated as being particularly poor.Adobe Stock imageAdobe Stock imageAdobe Stock image

INTERNET ACCESS

STUDENTS ARE RESPONSIBLE FOR MAINTAINING ACCESS TO the Internet and CANVAS. USE of aVPN is recommended for accessing Canvas, esp. for quizzes and assignments.ALL STUDENTS are required to establish at least two (2) ways to access the Internet and Canvas, inthe event that one access path fails. For example, Access Path 1 may be via wi-fi and laptop and AccessPath 2 may be via the Canvas app on smartphone or via wi-fi at a coffee shop close to the student’shome, or via a computer in the library at IUPUI. Outages of personal, or dorm, wi-fi, crashes of personal laptops/tablets, loss of a DUO token or cell phone,delayed flights, or other issues that affect individual access to Canvas will not generate an excused “miss”,or a reopened quiz or assignment, or an extension of the deadline.IMPORTANT: Due to the variety of issues concerning personal laptops, browser-Canvas incompatibility,etc., students are required to contact UITS, rather than the Instructor, to get assistance with technicaland technological issues. IF YOU HAVE A PROBLEM ACCESSING THE INTERNET: Rely on your secondary access path to gainaccess to the Internet. If that does not work, contact UITS for assistance. UITS:https://uits.iu.edu/support or 317-274-4357 (HELP). UITS is available 24/7 and always answers. IF YOU HAVE A PROBLEM ACCESSING OR USING CANVAS, OR SUBMITTING AN ASSIGNMENT ORQUIZ ON CANVAS: Immediately CALL UITS for assistance BEFORE the submission deadline passes orbefore the quiz timer ends. UITS: 317-274-4357. UITS is available 24/7 and always answers.SYLLABUSPAGE 20Adobe Stock image

"Marketing is no longer about the stuff you make, butabout the stories you tell."Seth Grodin

ASSIGNMENTS

Assignment SubmissionsAll the assignments must be submitted through Canvas or completedwithin the simulation by the designated due date/time, unless otherwiseindicated. Assignments will NOT be accepted via email. It is yourresponsibility to make sure that assignments are uploaded/turned in ontime. Corrupted files will be counted as late. To ensure properuploading, log out of Canvas, log in again and open the file youuploaded. NOTE: Saving the document as a PDF greatly decreasesplatform compatibility issues. Late/Missed AssignmentsLate assignments will NOT be accepted without a valid documentedexcuse. “Valid, documented” excuses fall in the following categories:medical, legal, or serious personal issue beyond your control (e.g., seriousillness; car accident). Excuses that are NOT valid include having deadlines inother classes or at work, “winter is coming”, having a fight with a significantother, etc. Not being aware of an assignment due date, or being unaware ofthe project due date are NOT valid excuses. Refer to the COURSESCHEDULE & CANVAS for these very important dates.It is your responsibility to contact the instructor promptly to provide yourexcuse documentation and to schedule a makeup assignment and toagree when you will submit the makeup assignment. Valid documentationmust be given to the instructor prior to scheduling a makeup assignment.It is expected that if excused, missed exams and assignments will becompleted promptly.SYLLABUSPAGE 23Adobe Stock image

ASSIGNMENTS700 PTS PeerEvaluation/SelfReflection(IND)50 ptsCasePresentationDiscussion Posts(IND)[5 x 10 pts]50 ptsConceptSimulations(IND)[10 x 20 pts]200 ptsFinal SimulationChallenge(IND)100 ptsCasePresentation(GRP)250 ptsFinal SimulationExecSummary(IND)50 ptsIND = Individual Assignment (completed on your own) | GRP = Group/team assignment SYLLABUSP A G E 2 4

97%-100% = A+93%-96.9% = A 90%-92.9% = A- 87%-89.9% = B+ 83%-86.9% = B 80-82.9% = B- 77%-79.9% = C+ 73%-76.9% = C 70%-72.9% = C- 67%-69.9% = D+ 63%-66.9% = D 60%-62.9% = D- SYLLABUSPAGE 25(Percentage grades based on total points earned/letter grade)Your letter grade for the course will be determined using the table below. Requests to have your points“rounded”, artificially inflated, or “bumped up” are unethical and cannot be granted.GRADING SCALE0-59.9% =FAdobe Stock image

UNIVERSITYPOLICIES

Students with Special NeedsStudents needing accommodations because of a disability will need to register with AdaptiveEducational Services and complete the appropriate forms issued by that office beforeaccommodations will be given. The Adaptive Educational Services office is located in UC137 in TaylorHall. The telephone number is 274-3241. IUPUI policy states: "No qualified individual with a disabilityshall, by reason of such disability, be either excluded from participation in or be denied the benefitsof the services, programs, or activities" of Indiana University-Purdue University Indianapolis. Pleasebe aware, “faculty and staff are prohibited from discriminating or retaliating against any individualwho has opposed any act or practice that the individual believes is discriminatory, or because theindividual made a charge, testified, assisted, or participated in any manner in an OCR or EEOCinvestigation.” Moreover, university faculty and staff shall not coerce, intimidate, threaten, or interferewith any individual in the exercise of enjoyment of the protections or rights granted by Section 504or Title II.Students that find life stressors are interfering with academic or personal success, considercontacting Counseling and Psychological Services (CAPS). All IUPUI students are eligible forindividual counseling services at minimal fees. Group counseling services are free of charge. CAPSalso performs evaluations for learning disorders and ADHD; fees are charged for testing. CAPS islocated in Walker Plaza, Room 220 (719 Indiana Avenue) and can be contacted by phone (317-274-2548). For more information, see the CAPS web-site at: http://life.iupui.edu/caps/.Academic HonestyThe Kelley School of Business Honor Code mandates that students conduct themselves in an ethicalmanner in all aspects of their academic lives. Academic dishonesty is a threat to the intellectualintegrity of the Kelley School of Business. Indiana University, and Purdue University. It is intolerablein both the academic and professional communities. Possible penalties for violations include but arenot limited to failure in the course. All students are advised to obtain and become familiar with theCode. A copy of the Code is available at the Undergraduate Student Services Office.IUPUI Sexual Harassment PolicyIUPUI does not tolerate acts of sexual misconduct, including sexual harassment and all forms ofsexual violence. If you have experienced sexual misconduct, or know someone who has, theUniversity can help. It is important to know that federal regulations and University policy requirefaculty to promptly report complaints of potential sexual misconduct known to them to theircampus Deputy Title IX Coordinator(s) to ensure that appropriate measures are taken and resourcesare made available. The University will work with you to protect your privacy by sharing informationwith only those that need to know to ensure the University can respond and assist. If you areseeking help and would like to speak to someone confidentially, you can make an appointment witha Mental Health Counselor on campus (contact information available athttp://stopsexualviolence.iu.edu/employee/confidential.html). Find more information about sexualviolence, including campus and community resources at http://stopsexualviolence.iu.edu/.SYLLABUSPAGE 27Adobe Stock image

"A satisfied customer is thebest business strategy of all"Michael LeBoeufAdobe Stock image

COURSESCHEDULE