Marketing Strategy - Carey Business School



|[pic] |Marketing Strategy |

| |2 Credits |

| | |

| |BU.450.710.XX |

| |Class Day/Time & Start/End date |

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| |Semester |

| |Class Location |

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Instructor

Full Name

Contact Information

Phone Number: (###) ###-####

E-mail Address:

Office Hours

Day/s Times

Learning Materials

1. Required HBS and INSEAD Cases

|Case Title |Reference # |

|Marketing Strategies in the Competition between Branded and Generic Antibiotics |503-048-1 |

|Product Team Cialis: Getting Ready to Market |9-505-038 |

|The Evolution of the Circus Industry |BOS007 |

|Crafting Winning Strategies in a Mature Market: The US Wine Industry in 2001 |BOS018 |

|L’Oréal in China: Marketing Strategies for Turning around Chinese Luxury Cosmetic Brand Yue Sai |INS291 |

|Unilever in Brazil: Marketing Strategies for Low-Income Consumers |504-009-1 |

|Renova Toilet Paper: Avant-garde Marketing in a Commoditized Category |INS131 |

|Diesel for Successful Living: Strategies for an Up-market Line Extension in the Fashion Industry |504-007-1 |

|Russian Standard Vodka: Strategies for Global Branding and Expansion into the US Market |502-080-1 |

Please register with Harvard Business Publishing and place your order well in advance, as it may take days to register and receive cases. You need to have all the cases before the first day of class.

2. Background Reading Materials

This course is case focused. Relevant conceptual frameworks will be discussed in class. However, students are recommended to read the assigned chapters from the following textbook:

Aaker, David A. (2014), Strategic Market Management, 10th Edition, New York: John Wiley & Sons.

Students should also go through the recommended articles to broaden their understanding of marketing strategy. Please refer to the course schedule for details.

Blackboard Site

A Blackboard course site is set up for this course. Each student is expected to check the site throughout the semester as Blackboard will be the primary venue for outside classroom communications between the instructors and the students. Students can access the course site at . Support for Blackboard is available at 1-866-669-6138.

Course Evaluation

As a research and learning community, the Carey Business School is committed to continuous improvement. The faculty strongly encourages students to provide complete and honest feedback for this course. Please take this activity seriously because we depend on your feedback to help us improve so you and your colleagues will benefit. Information on how to complete the evaluation will be provided towards the end of the course.

Disability Services

Johns Hopkins University and the Carey Business School are committed to making all academic programs, support services, and facilities accessible. To determine eligibility for accommodations, please contact the Carey Disability Services Office at time of admission and allow at least four weeks prior to the beginning of the first class meeting. Students should contact Rachel Pickett in the Disability Services office by phone at 410-234-9243, by fax at 443-529-1552, or email: carey.disability@jhu.edu.

Important Academic Policies and Services

• Honor Code

• Statement of Diversity and Inclusion

• Student Success Center

• Inclement Weather Policy

Students are strongly encouraged to consult the Johns Hopkins Carey Business School Student Handbook and Academic Catalog and the School website for detailed information regarding the above items.

Course Description and Overview

This course provides students an in-depth understanding of marketing strategy. It is designed to help students experience the role of senior business executives in formulating, implementing, and evaluating marketing strategies for a wide variety of complex real-world business scenarios. Students will analyze and learn the key factors underlying the successful and lackluster marketing strategies of both major corporations and smaller firms, across many different industries, across different tiers of brands and products (luxury vs. mass-market), and across the globe. Topics covered include industry and market analyses, dynamics of competition, value creation, segmentation, targeting, positioning, pricing, branding, distribution, and promotion. Through case analyses, in-class discussions, course assignments, and a research project, students will develop skills in devising, executing, and evaluating marketing strategies, as well as working in team on complex business projects.

Student Learning Objectives for This Course

All Carey graduates are expected to demonstrate competence on four Learning Goals, operationalized in eight Learning Objectives. These learning goals and objectives are supported by the courses Carey offers. For a complete list of Carey learning goals and objectives, please refer to the website .

Specific learning objectives for this course are:

Sharpen critical thinking skills in analyzing complex real-world business problems, and identifying solutions

Acquire in-depth, integrative understanding of marketing strategy topics including industry and market analyses, dynamics of competition, value creation, segmentation, targeting, positioning, pricing, branding, distribution, and promotion

Develop skills in devising, executing, and evaluating marketing strategies for current and emerging business situations

Develop a strong international perspective of marketing and understand how social and cultural diversities impact marketing strategy

Improve ability to work in team on complex business projects

Improve business communication skills including face-to-face discussion, presentation, and writing

Attendance and In-class Discussion Policies

1. Full attendance and active participation are required to successfully complete this course. Attendance and class participation are an important part of each student’s course grade. You are expected to attend every session, and make meaningful contribution to in-class discussions.

2. Absence can only be excused in the case of jury duty, medical emergency, or other uncontrollable circumstances (e.g., extreme weather conditions). Any absence must be validated with official documentation. If you are absent at a class, it is your responsibility to consult with your peers and make up whatever you may have missed in the session.

3. You are expected to attend each session on time. Being late or leaving early will disrupt the lecture, negatively affect other students’ learning, and reduce your attendance and participation points.

4. You are expected to thoroughly prepare for each session. You will be cold-called to answer questions in class. Inability to respond to cold-call questions can negatively affect your participation points.

5. You are expected to pay attention to other students / the professor when they are presenting / lecturing. Behaviors that disrupt other students’ learning (e.g., mobile phone usage, texting, eating) will negatively affect your attendance and participation points.

Assignment and Exam Policy

All students are expected to view the Carey Business School Honor Code/Code of Conduct tutorial and submit their pledge online.  Students who fail to complete and submit the pledge will have a registrar’s hold on their account.   Please contact the student services office via email carey.students@jhu.edu if you have any questions.

Students are not allowed to use any electronic devices during in-class tests. Calculators will be provided if the instructor requires them for test taking. Students must seek permission from the instructor to leave the classroom during an in-class test. Test scripts must not be removed from the classroom during the test.

Case Opinion Polls

You need to answer all the opinion polls, which will be posted on Blackboard one week before each session. You will be asked to indicate your opinions on a variety of marketing strategy issues pertaining to the cases of the coming session. In order to receive full credit, you must submit your answers by 6PM on the day BEFORE the session.

Final Exam

You will take a final exam at the 8th session. You will be asked to analyze local and/or global business scenarios and respond to a set of marketing strategy questions pertaining to those scenarios.

Marketing Strategy Research Project

1. This is a group project. You need form a research team with 3-5 members. Each team should appoint a team representative who will submit the composition of her/his team to me by midnight on the day of the 1st session. Each member is expected to contribute equally to the project, and will be evaluated by her/his peers at the end of the semester.

2. Each team needs to identify a firm (or an organization) and conduct in-depth analyses of its marketing strategy. The firm you select can be a local company or a major U.S. or foreign corporation. However, you must be able to collect sufficient information about the firm’s industry, competitors, consumers, products/services, brands, segmentation, targeting, pricing, distribution, promotion, sales/profits and other aspects of its business pertinent to the analyses of the firm’s marketing strategy. Perhaps, you might want to consider choosing the firm you or your team members are currently working for or have worked for.

3. To truly benefit from this project, you should avoid choosing firms whose marketing strategies are very well known (e.g., Apple). Successful research projects have focused on such topics as how a firm in a dire situation strategized to turn around its business, how an “underdog” firm successfully challenged the dominant players in the market, how a firm fundamentally changed or reinvented an industry, how a firm achieved success in a brand-new or shrinking market, or how a firm sustained success or achieved exceptional growth over extended periods of time. While you are not required to use one of these themes, please keep in mind that projects that illustrate interesting marketing strategy problems (such as these) and reveal novel new insights tend to receive higher scores.

4. Your team representative should submit a one-page research project proposal by midnight on the day of the 2nd session. Late submission will not receive credit. In addition to providing basic information about the firm your team plans to research on, this proposal needs to answer the following questions:

1) Why do you think this firm or this business situation is interesting to research on? Why do you want to study this?

2) How will you collect information about the firm and its marketing strategy (e.g., industry, competition, consumers, marketing mix, etc.)?

3) How do you know whether the firm’s marketing strategy is effective or ineffective? How will you evaluate it?

4) How will you function as a team? Who will be responsible for what? How will you collaborate throughout the project?

The proposal should be a Word document with 12-point Times New Roman font, single spacing, and 1-inch page margin. The file should be named using the following format CourseNumber_ProjectName_Proposal.

5. After your proposal is approved, your team should immediately start working on the research project report. This report will be scored based on your ability to dissect the situation the firm was facing, to think systematically and critically about the strategic decisions the firm made, to objectively and accurately evaluate the outcome, and to clearly and concisely articulate your line of reasoning. The quality of the writing will also affect the points you receive.

The report should have a structure similar to the following:

I. Cover Page (Course Number, Project Name, and Members)

II. Executive Summary (300-500 words)

III. Current Business Situation

IV. Firms’ Objectives

V. Marketing Strategy and Implementation

VI. Analysis and Evaluation of the Marketing Strategy

VII. The Future

VIII. Appendix

In Section II, you should provide a concise summary of your project, highlighting the key findings of your research. The Section III of the report should have a structure like one of the cases you studied in this course (e.g., L'Oréal, Renova); you need to describe the market, industry, competition, target firm, its products/brands, consumers, and all other aspects of the firm pertinent to formulating the marketing strategy. In Section IV, you need to lay out the objectives of the firm—what the firm aimed to achieve through the marketing strategy.

In Section V, you should explain in detail the marketing strategy the firm decided to pursue (e.g., STP, 4P’s), how the firm made the decisions, and what were the rationales behind these decisions. You will then explain, in Section VI, how and why the strategy is effective or ineffective (what worked and what didn’t), and, if appropriate, how and why the firm should have done differently. In Section VII, you should discuss what might be the future challenges and opportunities for the firm, as well as what you think the firm should do next. You can provide charts, diagrams, photos, tables, and other supplementary materials in the Section VIII.

6. Your team needs to prepare a 5-7 minutes research progress presentation showcasing your research project idea and the progress your team has made to other teams and the professor. You need to send the PowerPoint slides to me by 6PM on the day BEFORE the 4th session. The PowerPoint file should be named using the following format CourseNumber_ProjectName_Midterm. Late submission will not receive credit. The presentation should include the following information:

1) An overview of your marketing strategy research idea

2) What have you done thus far for the project?

3) What else is needed to complete the project?

4) How you have functioned as a team? How have you collaborated on the project thus far?

After your presentation, the audience (including me) will be given a few minutes to ask you questions and/or offer suggestions.

7. The final research report must be submitted in a Word document with 12-point Times New Roman font, single spacing, 1-inch page margin, and should be within 15 pages (excluding the Appendix). The report should be named using the following format CourseNumber_ProjectName_Report. The research report must be submitted by 6PM on the day BEFORE the 8th session. Late submission will not receive credit.

8. Each of you will be asked to evaluate other team members’ contribution at the end of the course. You will also be asked to report how you have contributed to the project and what you have learned from the teamwork experience. See page 10-11 for a sample evaluation form.

Final Research Project Presentation

1. Each research team needs to deliver a 20 minutes presentation in the last session of the course. Team representatives should submit their team’s slides to me by 6PM on the day BEFORE the 8th session. The slides should be named using the following format CourseName_ProjectName_Final.

2. Your presentation should have a ‘flow’ similar to the way your report is structured. You can, for example, first present the business situation the firm was facing, then describe the firm’s objectives, explain the formulation and implementation of the firm’s marketing strategy, and discuss the effectiveness or ineffectiveness of the strategy as well as future opportunities and challenges. After each presentation, the audience (including me) will be given a few minutes to ask you questions about your research.

3. Your presentation will be evaluated based on the extent to which it helps the audience understand the content and insights of your research, and the extent to which you are able to address the audience’s questions and concerns.

Evaluation, Requirements and Grading

|Requirements |Course |Weight (%) |

| |Learning Objectives | |

|Attendance and Contribution to Class Discussions |1-6 | 21% |

|Case Opinion Polls |1-4 |18% |

| | |(2% per poll) |

|Final Exam |1-4 |15% |

|Marketing Strategy Research Project | | |

|(1) Project Proposal |1-6 | |

|(2) Research Progress Presentation | |8% |

|(3) Research Project Report | |8% |

|(4) Research Project Presentation | |15% |

|(5) Teamwork Evaluation and Reflection | |10% |

| | |5% |

|TOTAL | |100% |

Important Notes about Grading Policy:

The grade of A is reserved for those who demonstrate extraordinarily excellent performance. The grade of A- is awarded only for excellent performance. The grade for good performance in this course is a B+/B. The grades of D+, D, and D- are not awarded at the graduate level.

Please refer to the Carey Business School Student Handbook for grade appeal information

Tentative Course Calendar*

*The instructors reserve the right to alter course content and/or adjust the pace to accommodate class progress. Students are responsible for keeping up with all adjustments to the course calendar.

|Week |Focus |Background Readings |Due |

| | | |(Unless otherwise noted, assignments |

| | | |are due at 6PM on the day BEFORE each |

| | | |session) |

|#1 |Introduction to the Course |* Strategic Market Management |* Group Composition |

| | |Chapter 1-6 |(due at midnight on the day of this |

| | | |session) |

| |Fundamentals of Marketing |* Christensen, Clayton M., Scott Cook, and Taddy Hall | |

| |Strategy |(2004), “Marketing Malpractice,” Harvard Business Review, | |

| | |83 (12), 74-83. | |

| | | | |

| | |* Levitt, Theodore (2004), “Marketing Myopia,” Harvard | |

| | |Business Review, 82, 138-149. | |

| | | | |

| | |* Porter, Michael E. (1996), “What is Strategy?,” Harvard | |

| | |Business Review, 74 (6), 61-78. | |

|#2 |Dynamics of Competition |* Strategic Market Management |* Case Opinion Poll |

| | |Chapter 7-9 |(Generic Antibiotics) |

| | | | |

| | |* Boulding, William and Markus Christen (2001), |* Case Opinion Poll |

| | |“First-Mover Disadvantage,” Harvard Business Review, 79 |(Cialis) |

| | |(9), 20–21. | |

| | | |* Research Project Proposal |

| | |Suarez, Fernando, and Gianvito Lanzolla (2005), “The |(due at midnight on this day of the |

| | |Half-Truth of First-Mover Advantage,” Harvard Business |session) |

| | |Review, 83, (4) 121-7. | |

| | | | |

| | |* Hoch, Stephen J. (1996), “How should National Brands | |

| | |Think about Private Labels?” Sloan Management Review, | |

| | |Winter, 89-102. | |

| | | | |

| | |* Quelch, John A. and David Harding (1996), “Brands Versus | |

| | |Private Labels: Fighting to Win,” Harvard Business Review, | |

| | |74 (1), 99-109. | |

|#3 |Market Driven vs. Market | |* Case Opinion Poll |

| |Driving |* Strategic Market Management |(Wine Industry) |

| | |Chapter 10-15 | |

| | | |* Case Opinion Poll |

| | |* Porter, Michael E. (2008), “The Five Competitive Forces |(Circus Industry) |

| | |that Shape Strategy,” Harvard Business Review, 86 (1), | |

| | |78-93. | |

|#4 |Globalization and |* Day, George S., and David J. Reibstein (2004), “Managing |* Case Opinion Poll |

| |Localization |Brands in Global Markets,” The INSEAD-Wharton Alliance on |(L’Oréal’s Luxury Chinese Brand) |

| | |Globalizing: Strategies for Building Successful Global | |

| | |Businesses, Cambridge University Press. | |

| | | | |

| | |* Gatignon, Hubert, and Christophe Van den Bulte (2004), | |

| | |“Global Marketing of New Products,” The INSEAD-Wharton | |

| | |Alliance on Globalizing: Strategies for Building Successful| |

| | |Global Businesses, Cambridge University Press. | |

| |Research Project Progress |* Presentation on your research idea and the progress you |* Slides for Research Project Progress|

| |Presentation |have made |Presentation |

| | | | |

| | |* Q&A | |

|#5 |The Tip vs. Bottom of the |Prahalad, Coimbatore K., and Allen Hammond (2002), “Serving|* Case Opinion Poll |

| |Pyramid |the World's Poor, Profitably,” Harvard Business |(Renova) |

| | |Review, 80(9), 48-59. | |

| | | |* Case Opinion Poll |

| | |* Karamchandani, Ashish, Mike Kubzansky, and Nishant |(Unilever) |

| | |Lalwani (2011), “Is the Bottom Of the Pyramid Really for | |

| | |You?” Harvard Business Review, 89(3), 107-111. | |

|#6 |Product and Brand Portfolios |* Aaker, David A. and Erich Joachimsthaler (2000), “The |* Case Opinion Poll |

| | |Brand Relationship Spectrum: The Key to the Brand |(Russian Standard for the US Market) |

| | |Architecture Challenge,” California Management Review, 42 | |

| | |(4), 8-23. |* Case Opinion Poll |

| | | |(Diesel) |

| | |* Tybout, Alice M. and Gregory S. Carpenter (2000), | |

| | |“Creating and Managing Brands,” Kellogg on Marketing, John | |

| | |Wiley & Sons. | |

|#7 |Research Project Presentation|* Research Project Presentation |* Slides for Research Project |

| | | |Presentation |

| | |* Q&A | |

| | | |* Research Report |

| | | | |

| | | |* Peer Evaluation |

|#8 |Final Exam |* A case analysis exam that assesses your ability to | |

| | |dissect different aspects of local and/or global business | |

| | |scenarios and make strategic marketing decisions | |

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Copyright Statement

Unless explicitly allowed by the instructor, course materials, class discussions, and examinations are created for and expected to be used by class participants only.  The recording and rebroadcasting of such material, by any means, is forbidden.  Violations are subject to sanctions under the Honor Code.

Sample Teammate Evaluation Form

Name: __________________________________________________________________

Project: __________________________________________________________________

Please evaluate each of your teammates in three areas:

▪ Amount of effort put into the marketing strategy research project

▪ Quality of contribution

▪ Interpersonal skills in working with others

For each of the three areas, please provide a number (between 1 and 5) that most appropriately describes the individual’s contribution:

|No contribution |Poor |Fair |Good |Excellent |

|1 |2 |3 |4 |5 |

Effort Quality Interpersonal

Skills

Teammate #1 Name: __________________________________ ______ ______ ______

Teammate #2 Name: __________________________________ ______ ______ ______

Teammate #3 Name: __________________________________ ______ ______ ______

Teammate #4 Name: __________________________________ ______ ______ ______

Teammate #5 Name: __________________________________ ______ ______ ______

Please briefly describe (1) your specific contributions to the group project and (2) what can you do to improve your skills in collaborating with others on complex business projects in the future.

____________________________________________________________________________________

____________________________________________________________________________________

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