TEMPLE UNIVERSITY



ZICKLIN SCHOOL OF BUSINESSBARUCH COLLEGE/CUNYMKT 9750: Marketing Strategy, SPRING 2017Section PTRA, TTh 5:50PM to 7:05PMVC 9-145Adjunct Lecturer: David HymsonE-Mail: David.Hymson@baruch.cuny.edu Office Hours: By appointmentMobile Phone: 646-915-7363Important Notes:The syllabus for this course is a working syllabus. That means it is always subject to change. Therefore, if you must miss class, it is your responsibility to keep up to date by either contacting one of your classmates or me. In addition to being an adjunct lecturer, I’m also a full-time marketing strategist for a New York-based advertising agency. Occasionally, business demands require me to travel, often with just a day’s notice, which means some classes may be cancelled. If I cannot find a suitable substitute, I will give you an online assignment that will count towards your class participation grade. I’ll inform you of class cancellations and assignments via Blackboard announcements so monitor them regularly.COURSE OBJECTIVESStrategy is a much used, and very often misused, term in business. For our purposes, marketing strategy will refer to the creation of a roadmap for a brand – the direction it must take to be successful in the market. It answers the question, “what should we do?” The course brings together all fields of marketing, particularly analysis and problem solving, to craft solutions to strategic-level marketing challenges, from the perspective of a senior marketing executive or consultant. Strategy is often confused with tactics which are the activities a marketer undertakes to accomplish a strategy. You’ve explored tactics in your pre-requisite marketing courses: TV and radio commercials, print advertising, direct mail, online banner and search engine marketing, personal selling, and other ways to reach your customers. In this course we will focus on the strategies that engender these tactics, the reasons we employ them, rather than the tactics themselves.Objectives, which are measurable brand goals, are often also often mislabeled or misstated as strategies. Increase revenue, maximize share, improve profitability are brand goals. Strategies, which we will explore, are the ways to achieve these goals.In an ideal world, at the end of this semester we will have prepared a classroom-full of marketing strategists who will show the business world how marketing can drive business success, in a meaningful and measurable way.KEY LEARNING OBJECTIVESThe specific course objectives will be to prepare you to:Understand where critical business and marketing issues intersectGather and analyze key information in a time- and resource constrained environmentIn a confident and compelling manner, make strategic marketing recommendations to solve the business issue at handCOURSE FORMATThe course combines lectures with small group and full class discussions, exercises and case analysis. All are aimed at bringing a real world perspective to the subject matter. Most classes will focus around some pre-reading, a case, an article, or a textbook chapter. You will get the most out of this course if you prepare for each class by attentively reading the assigned material. For now, bear this in mind – marketing strategy is not a place for uninformed opinion. Whether you like a certain TV commercial or not, think a product is good or not, or believe because you watch all your TV via Hulu then the whole world must too exactly as you do, is completely beside the point. As a strategist in the real world, making these sorts of pronouncements can damage your professional credibility. As a student in this course (or in the real world), it won’t help you either. Being a fact-based, industry-aware, metrics-driven strategist is a better path to success.COURSE MATERIALS 1. Required textbook (available in bookstore or online)Title:? Marketing Strategy: A Decision-Focused Approach (8th Edition, 2013)ISBN: 9780078028946?Authors: Walker and MullinsFormat: Paperback or e-bookPublisher: McGraw-Hill IrwinAvailable through VitalSource: . Required case readings available from Harvard Business School publishing (). 3. PPT Presentations and assorted readings (Blackboard)BLACKBOARD WEBSITEPlease check this website weekly for assignments, copies of lecture notes, and other course news. COURSE GRADINGThe course will be graded as follows:Individual case reports (2) 40%In class, group strategy challenges (2) 20%Final group project 25%Class Participation 15%Total 100%INDVIDIUAL CASE REPORTSThree individual cases will be assigned of which you must complete two, each worth 20% of your final grade. I will assign several questions for each individual case about 2 weeks prior to the due date. These are individual, not team assignments. The case reports must be no more than 4 pages, single-spaced. Case reports must be submitted via email by the beginning of class (i.e.: no later than 5:50PM on the due date). We will go over the case in class on the evening it is due. Reports will not be accepted after the due date.IMPORTANT Always include your name in the report itself. A good way, if you’re using MS Word, is to create a header that includes your name, the case you are reviewing, and the dateNo need to repeat the question – get right to the pointSave your report as a file using this naming convention: LastnameFirstinitial_CasenameSave your report as a Word file or PDF (i.e.: .doc or .pdf)STRATEGY CHALLENGESYou will form teams of 5-6 students by the third week of class. Your team will stick together for the entire semester and you will prepare your final project together. During two classes, you will be asked to respond to a specific strategy challenge at the beginning of class. You will be given the remainder of the class to formulate a response. At the next class, you will present your team strategy and provide a 4-5-page written response (the written response is due at the beginning of class). There will be 2, in-class strategy challenges, each worth 10% of your grade. Everyone on the team receives the same grade.FINAL GROUP PROJECTThis project entails preparing a strategic plan (using a format provided in class) for a real world brand or company that you select (and I approve). Your team will select a real company facing a real issue and happening in real time. Your goal will be to analyze the situation and suggest a strategy (it’s not to analyze the strategy they’ve taken but to recommend a direction yourself). The written document must be no longer than 10 pages single spaced. The final project will be worth 25% of your final grade. Everyone on the team receives the same grade.CLASS PARTICIPATIONClass participation has a direct correlation to the learning, motivation and enjoyment of the subject matter. Class participation involves questioning, dialogue and interaction with the professor and your classmates. In addition to speaking up in class, you can improve your participation grade by responding to articles I will post from time to time on Blackboard in the Discussion Group section.Learning in this class is related to your willingness to expose your insights and viewpoints to the judgment of your classmates. Thus, each one of you is expected to contribute to class discussions in terms of both quality and quantity. This includes preparing for class by reading the text and relevant articles or cases, as well as presenting your analyses, opinions, or summaries of material covered in class. ACADEMIC INTEGRITYI fully support Baruch College's policy on Academic, which states, in part: "Academic dishonesty is unacceptable and will not be tolerated. Cheating, forgery, plagiarism and collusion in dishonest acts undermine the college's educational mission and the students' personal and intellectual growth. Baruch students are expected to bear individual responsibility for their work, to learn the rules and definitions that underlie the practice of academic integrity, and to uphold its ideals. Ignorance of the rules is not an acceptable excuse for disobeying them. Any student who attempts to compromise or devalue the academic process will be sanctioned. Additional information and definitions can be found at THE INSTRUCTORIn addition to teaching Marketing at Baruch I am Senior Vice President, Strategic Planning at Sudler & Hennessey Advertising, a Young & Rubicam brand. I’ve been in advertising since 1993 holding positions of increasing responsibility at Publicis Worldwide, IPG, and WPP agencies. Prior to entering the world of advertising, I was a Group Product Manager at Procter & Gamble in the US and France, managing both professional and consumer brands during a10 year tenure. I was the recipient of the coveted P&G World Class Copy award for excellence in advertising and promotion.I have a BS in biology from Cornell University, an MS in Pharmacy from Washington State University, and an MBA in marketing from the Kelley School of Business of Indiana University.COURSE SCHEDULE ( = Reading or Exercise, = Assignment for grading)WeekTuesday TOPIC/ASSIGNMENTThursdayTOPIC/ASSIGNMENT18/29Syllabus & Course Content OverviewMarketing Strategy Review8/31Levels of Strategy Chap 129/5Corporate Strategy – Marketing Impact Chap 29/7Business Strategies – Marketing Impact Chap 339/12 Marketing Strategy: How it Fits with Business Strategy Divide into teams9/14Market Segmentation Chap 6 49/19Strategy Challenge in class group assignment Cilkray9/21NO CLASS59/26Strategy ChallengeWritten Cilkray case9/28The Elements of ValueMeasuring Market Opportunities Chap 5610/3 Read Strategies to Crack Well-Guarded Markets10/5Differentiation and Brand Positioning Chap 7710/10New Market Entries Chap 810/12 Written Paez individual case due810/17Mature Markets Chap 1010/19Marketing Reading: Competitive Strategies910/24Measuring Performance Chap 1310/26Measuring Market Opportunities Chap 51010/31Written d.light Design individual case due11/2Digitally Networked World Chap 111111/7 Brooks Sports case11/9 Kameda Seika case1211/14Strategy Challenge in class group assignmentRead: Reed Supermarkets Case11/16Strategy ChallengeWritten Reed Supermarkets Case1311/21NO CLASS – Friday Schedule11/23NO CLASS (Thanksgiving)1411/28Effective Implementation Chap 1211/30American Well case1512/5Apple Pay case12/7Written Harley Davidson individual case due1612/12Final class – course wrap up 12/14NO CLASS1712/19NO CLASSFinal Group Projects Due NO CLASS ................
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