OHIO DOMINICAN UNIVERSITY



The Ohio State University

BUSML 4203 Marketing Strategy

Course Syllabus – Spring 2018 / 1.5 credit hours

Course: BUSML 4203 Marketing Strategy

Instructor: Dean E. Taylor, MBA

Office: Room 050 Fisher Hall

Hours: As needed / by appointment only

Phone: Home: (614) 705-6212 / Cell (614) 859-9280

Email: taylor.821@osu.edu / deantaylor1@

Class Dates: January 12th thru April 27th

Class Time: Friday 8:00 – 9:20 a.m.

Classroom: Schoenbaum Hall – Room 330

OVERVIEW OF THE COURSE

Learners in this course will be provided with an introduction to the fundamentals of marketing strategy, and how it can be applied to build a successful business in the contemporary marketplace. We will focus on strategic evaluation and planning, and will examine how other environmental factors can impact long-term marketing strategies and outcomes. We will explore how firms identify and adapt to threats in their business in order to sustain a competitive advantage. The course will also study the foundational strategic paths of price, quality, and service. Other topics to be covered include target audience selection, market segmentation, positioning, competitive benchmarking, and brand growth strategies. This course will exclusively utilize case analysis and discussion, as well as a strategic simulation game to explore the concepts.

Prerequisites for this course include BUSML 4201 (750) and BUSML 4202 (758). Not open to students with credit for BUSML 752.

COURSE MATERIALS

There is no required text for this course. Instead, we will use Harvard Business Review readings and cases as the foundation for in-class discussions. Each student should come to class prepared to engage in the discussion with their thoughts / position on the assigned material for the week.

• Digital CoursePack from Harvard Business Review. Access at the following address: . Cases for the Group Project are here. Students should be prepared to discuss ALL cases in this course.

• PharmaSim Simulation access. Details provided to each student by the simulation supplier.

All assignments for this course are listed on the course homepage on Canvas.

COURSE OUTCOMES

This course is designed to achieve the following primary objectives for the students:

• Learning fundamental principles, generalizations, and/or basic concepts of marketing strategy.

• Developing a clear understanding and application of the strategic marketing elements of positioning / target audience selection, competitive benchmarking.

• Understand how the core strategic paths of price, quality, and service can drive all the strategic marketing decisions in an organization.

• Acquiring skills in working effectively with others as members of a team.

• Develop enhanced critical thinking and communication skills.

At the completion of this course, each student will be expected to demonstrate measurable outcomes of course objectives by the following means:

Knowledge

1. Identify the basic definition and key elements of marketing strategy.

2. Articulate a fundamental understanding of marketing strategy in growing the organization.

3. Identify the key strategic issues facing marketers in today’s competitive environment.

4. Identify strategic factors that impact the potential success or failure of a product or service as well as appropriate responses to these factors in the marketplace.

5. Articulate how the basic strategic marketing concepts are applicable across a wide range of industries and career options.

Skills

1. Demonstrate effective techniques and strategies for developing an effective marketing strategy.

2. Implement strategies for developing key skills in critical thinking, analysis, and           expressing perceptions and opinions in both oral and written communication.

3. Demonstrate effective team building strategies and engage in team building activities to           effectively work together as a community.

4. Demonstrate the ability to recognize or develop positioning concepts for a target audience.

Behaviors

1. Appreciate the potential of marketing strategy to impact markets and build businesses.

2. Develop empathy for the challenges faced by others as well as a respect for their capacity           to impact change.

3. Appreciate the implications of living in an increasingly diverse community and how different messages can impact those communities.

4. Value research, academic integrity, the acquisition of knowledge, and the obligation to            share that knowledge.

5. Students will attend and participate in various University and community activities.

COURSE INSTRUCTIONAL POLICIES

Organization and Conduct of Class

This class will meet on Friday mornings for approximately 80 minutes to review the assignments, concepts and materials. My assumption is that you will have already read the text and/or assigned cases and will be coming to class prepared to discuss your thoughts and/or position on the material. Note that lectures and presentations are a supplement to the readings rather than a rehash of what you’ve already seen. The real value of the course will come from our interactions and discussions on concepts and real-world examples. Accordingly, it is necessary for you to plan to attend class on a regular basis to keep up to speed. Attendance will be monitored and will count as an element of your final grade.

OSU e-mail

Both OSU and I will use your OSU email address for all official communications. It is vital that you access your OSU email on a regular basis to ensure that you will not miss any critical communications for which you will be held accountable. If you need help with the management of your email account, please contact the OSU IT Service Desk at (614)688-4357.

Academic Integrity

All policies on academic honesty will be strictly enforced. Along with preparing for and attending classes, each student has the responsibility of promoting high academic standards. Academic dishonesty includes: (a) cheating; (b) fabrications and falsifications; (c) multiple submissions; (d) plagiarism; and (e) complicity in academic dishonesty. Proven cases of dishonesty may result in a grade of "F" in the course and will be referred for University disciplinary action consistent with the Code of Conduct.

Disability Services Statement

Students with a documented disability who wish to request reasonable accommodations should contact the Student Life Disability Services Office first to request accommodations, and then meet with their instructors. Accommodation arrangements should be made during the first two weeks of the semester. Students may request accommodations at any time during the semester, but please note: accommodations are not retroactive. Students must contact the Student Life Disability Services Office prior to every semester that accommodations are needed. The Student Life Disability Services Office is located in in 098 Baker Hall, 113 West 12th Avenue, Columbus, Ohio 43210. Their telephone number is (614) 292-3307, and their email is slds@osu.edu . The Ohio State University and its faculty are committed to helping you meet your individual needs, and to supporting your efforts for a quality education.

Guidelines for Written Work

• The Ohio State University has adopted APA as our official format for all written documents. All references, citations, and formats for submitted work must follow the APA standard.

• All written work submitted will be graded on both composition and content.

• Submission of late work will be penalized.

• Assignments are due at the start of each class.

• Plagiarism will not be tolerated. Any work that is proven to be plagiarized will automatically receive a failing grade for that assignment.

Guidelines for Tests and Quizzes

• Tests and quizzes will examine the student’s comprehension of the material read, as well as the information from class discussions and in-class activities. The format for tests and quizzes will be determined by the instructor, and may include any of the following elements: objective questions, short essays, long essays, oral presentations and/or team activities or projects.

• Make-up tests and quizzes will be offered at the discretion of the instructor.

Guidelines for Project Teams

• Each team project for this course should represent a culmination of the efforts of each individual member of the project team. No one person should be held responsible for the work assigned.

• All team assignments should reflect the total collaboration and participation of its individual members.

• Each member’s total participation becomes the responsibility of the entire team and will be reflected in the final grades.

• You will participate in a process of collectively determining performance expectations for each other and for the team as a whole. You will subsequently be assessed by teammates as to the quality and consistency of your contributions and your record of meeting team expectations.

Counseling Services Statement

If you are experiencing personal problems, stress, study or time management difficulties, or mental health related concerns that you feel may adversely impact your ability to be a successful student at OSU, please contact the Office of Student Life Counseling and Consultation Service Office at (614) 292-5766 or email si-ccs@osu.edu to set up a free and confidential appointment.

Dropping the Course

University policies will be followed. Please consult with your academic advisor for exact dates for dropping a course without penalty.

Submissions of Assignments

All written work will be submitted to in an electronic format. No assignments will be accepted in any form other than electronic submission to the Drop Box. All work must meet requirements for APA documentation format and minimum length requirements. If a submission is deficient on either of these measures, it will not be accepted and will be considered late. No work will be accepted via email unless previously approved by the instructor. If you are submitting work late, bring it with you to the next class. All late submissions will incur a minimum 20% deduction from the total available points for that assignment. No submissions will be accepted after one week from the due date without prior approval from the instructor.

Instructor Expectations

The classroom will be the place for interaction, discussion, demonstration, exploration and mastery of the concepts presented and discussed. Each of you brings an element of diversity to the classroom that can help to maximize the learning potential of all students, if we capitalize on this diversity. A few expectations for helping us to achieve this would include:

-- Preparation: Come to class with an understanding of the main points presented in the        notes, and be sure that you have read all assigned materials. Also, strive to bring new        information to the discussion, things that you have found or personally experienced.

-- Attendance: I expect full attendance at all the class sessions.

-- Involvement: In class, I expect that you will be fully engaged and participate        enthusiastically in all class discussions.

-- Reflection: Your course readings, films, classroom exercises, and discussions should challenge some of your perceptions of leadership and human behavior in a community. It will be helpful for you to write your reactions down as you note them so that can refer back to them at a later date.

A Final Word About Classroom Etiquette

Respect for the pursuit of truth requires that we behave in ways that contribute to the collegial spirit: punctuality, preparation, reading the assignments ahead of class in order to be prepared for enthusiastic participation in discussions, careful study, academic honesty, politeness in arguments that may arise out of differing points of view, the use of our best critical thinking skills, and meeting deadlines, all facilitate this effort. Since we believe that something special goes on in the classroom, we are also expected to pay attention to what the instructor and our colleagues say, and to refrain from becoming a distraction to others. In this spirit, cell phones are to be turned off when you come into the classroom, unless you have a specific need to be contacted, and have obtained prior approval from the instructor. No iPod’s, MP3 Players, video games, or other electronic devices are to be turned on during the class period.

Grading System

|A |93-100% |Student illustrates outstanding performance. Has unusually sharp insight into material and initiates |

|A- |90-92% |thoughtful questions. Sees many sides of an issue. Articulates well. Writes logically and clearly. |

| | |Integrates ideas previously learned from this and other disciplines. Anticipates next steps in progression of |

| | |ideas. Outstanding performance. |

| | | |

| | |Example: “A” work should be of such nature that it could be put on reserve for all students to review and |

| | |emulate. The “A” student is an example for others to follow. |

|B+ |87-89% |Student demonstrates a solid comprehension of the subject matter and accomplishes all course requirements. |

|B |84-86% |Serves as an active participant and listener. Communicates orally and in writing at an acceptable level for a |

|B- |80-83% |graduate of the OSU curriculum. Excellent performance. |

| | | |

| | |Example: “B” indicates a good quality of performance and is given in recognition for solid work; a “B” is |

| | |considered a good grade and is awarded to those whose work is solid, but at a level somewhat less exemplary |

| | |than the work submitted by the “A” student. |

|C+ |77-79% |Student produces a quality and quantity of work in and out of class that are average at best for a graduate of |

|C |74-76% |the OSU curriculum. Has marginal comprehension, communication skills, or initiative. |

|C- |70-73% |Average performance. |

|D+ |67-69% |Student produces a quality and quantity of work in and out of class that are not in line with expectations when|

| |64-66% |judged against the OSU target Learning Outcomes. |

|D |60-63% |Below Average performance. |

|D- | | |

| | | |

| | |Student work that achieves this level of excellence does not qualify the student to gain credit for the course.|

| |0-59% |Course work must be repeated. |

|E | |Failing or unacceptable performance. |

| | | |

Marketing Strategy

BUSML 4203

Determination of Final Grade

ELEMENT POINTS %

Class Attendance and Participation 100 25.0

Case Study Discussion Lead 100 25.0

Executive Review Committee 50 12.5

PharmaSim Simulation Results 50 12.5

Final Group Presentation 100 25.0

Total 400 100

Note: For the 100 points awarded for the Team Project Presentation, 20 points of each team member’s score will be derived from the peer review input feedback forms.

MAJOR ASSIGNMENTS

Class Attendance and Participation (100 Total Points)

Student scores for class participation will come from three specific areas: class attendance, class engagement and participation, and engagement in the weekly discussion topics and other uses of the course BB. Students are expected to come to each class fully prepared to discuss their individual assignments as well as any other work indicated in the weekly planning guide for this course. Additionally, each student is expected to be an active participant in his or her respective project teams. All students will have the responsibility to provide feedback on the contributions of their teammates at the end of the course. Examples of the expectations for each of these areas are also included on the course homepage on Canvas. Note that attendance, while optional, will count toward your final grade. Please be sure to read the guidelines for class participation that are posted on Canvas in the Discussion Boards.

Case Discussion – Team Leadership of Discussion (100 points)

One of the most important competencies of an effective marketer or leader is the ability to review data and articulate a point of view on a specific issue. Throughout this course, we will be reviewing case studies, critical thinking exercises, and learning objective reviews. Each of your project teams will be assigned as a leader for one of the scheduled discussions. Your responsibilities will include the following:

• Identify what the key facts are in the specific issue / case / etc. to be reviewed.

• Provide a personal point of view, individually as well as a team position, on the issue at hand.

• Lead the class discussion on the facts and how your team came to your conclusions.

• Identify and discuss alternate positions from others in the class.

• Provide specific recommendations to be implemented based on your position.

• Teams can present in any format. That means that you can all lead the discussion, or you can assign one person to spearhead your efforts.

• Discussions are to take no more than 15 minutes.

Leading the class discussions will be worth a total of 50 points for each team member. Score will be awarded according to the following rubric:

• Organization and Clarity of Key Points in Presentation

o Organization and flow of material

o All relevant facts and issues identified

o Depth of analysis

o Demonstration of critical thinking

o Details delivered in a clear and concise manner

o Smooth flow and transition from one member to another

• Leading Discussion and Handling Conflicting Ideas

o Engagement of students

o Handling of opposing points of view

o Utilization of key concepts discussed in class / assignments

o Providing a beginning / middle / end to the discussion

Executive Review Committee (50 Total Points)

As each team takes their turn leading the case discussion outlined above, one of the other teams will be assigned as the Executive Review Committee. The ERC will have the responsibility of reviewing the case and any notes provided by the presenting team in advance of the presentation. Once the team has finished presenting their facts and recommendations, the ERC will have the responsibility to demonstrate their knowledge and critical thinking on the case by asking relevant and/or value-added questions to the presenting team. Presenting teams must turn their data over to the ERC no later than 48 hours prior to the presentation. Please note that this isn’t an opportunity to try and trip up anyone else in the class, it is merely an opportunity for students to gain experience asking the right questions, in the right manner, and at the right time.

PharmaSim Simulation Team Results (50 Total Points)

The class will be broken up into a total of eight (8) different teams. Each team will discuss issues and strategic opportunities for an online simulation called PharmaSim. Each team will act as its own organization, free to make all decisions on pricing, product lineup, distribution, and promotional elements. A total of seven rounds (years) will be played. After team inputs are completed for each round, results will be provided based on computer analysis. Teams will then have the opportunity to make changes, adapt to issues in the marketplace, change pricing, add new products, purchase market research, and other strategic opportunities that may be presented in the simulation. Teams will be able to see the results for other teams, but not their inputs. At the end of the game, teams will be scored based on real-world benchmarks that include net sales, profitability, market share, and the impact of their decisions. Points will be awarded on the basis of the viability of the strategic decisions as well as the accompanying results. All details and results from this element will be used as the foundation for the final team presentation outlined below.

Guidelines for this project will be as follows:

• The group is to work together to complete this project.

• All members of the group will receive the same grade for both the game results as well as the formal presentation.

• Groups are free to divide up the work in any manner they deem appropriate.

• Each team member will provide a formal team evaluation on the participation of the members. These will be due on the day that your group presents to the class.

• I will make every effort to give your teams time at the end of class periods to meet and catch up on planning and/or address any issues. You should also plan to meet outside of class time to complete this assignment.

PharmaSim Team Project - Final In-Class Presentation (100 points)

Once all seven rounds of play have been completed, all groups will prepare a presentation for the class to be delivered in the final weeks of the class. Group presentations guidelines will be as follows:

• Format for presentations (slides / presenters) will be at the discretion of each group.

• Presentations are to be 12-15 minutes, no longer.

• Groups should be prepared to address questions from the class and/or the facilitator.

• Final copy of the digital file is to be turned in on the day each group presents.

• Presentation materials should include at a minimum:

o Introduction of team members

o Overview of the key project details

▪ Strategic Decisions / rationale

• Target Audience

• Positioning

• Pricing Strategy

• Distribution Strategy

• Integrated Marketing Communications

• Social Media Implications

▪ Summary of the game results by round

o Strategic market opportunities pursued

o Critical success factors identified

o Key lessons learned / what would you do differently next time

o Recommendations for future management in the game

Grading Rubric for the presentations will be as follows:

• Organization and Presentation

o Organization of details and logical flow of the presentation

o Use of appropriate business style and verbiage

o Effective use of technology

o Smooth and logical flow from one member to another

o Clarity of details and points being made in the presentation

o Overall management of the presentation

• Content / Completion of Assignment

o Depth of analysis

o Quality of data assessment and synthesis

o Quality and relevance of recommendations

o Poise in dealing with questions and comments

BUSML 4203 Marketing Strategy

Class Schedule (Tentative)

Friday 8:00 – 9:20 a.m.

Schoenbaum Hall – Room 330

Week 1 Course Introduction

Jan 12 Professor / Student Intros

Overview of PharmaSim Simulation

Review of Major Assignments

Open Practice for PharmaSim / Individual Play if desired

Review PharmaSim Team Assignments

Overview of Marketing Strategy

Value Creation

All Students sign up for HBR cases

All Students sign up for PharmaSim

Week 2 Marketing Strategy Overview

Jan 19 Target Audience / Positioning / SWOT / PESTEL

HBR Core Reading – Marketing Strategy: Framework for Marketing Strategy Formation – all students prepared to discuss

HBR Article – Making Your Marketing Strategy Work – all students

Open Practice for PharmaSim / Individual Play

Project Teams set up Charter and working guidelines

Week 3 Elements of Marketing Strategy

Jan 26 Strategic Marketing Planning

HBR Core Case – Starbucks Case: Delivering Customer Value / all

HBR Core Reading – Creating Customer Value / all

Team Time for PharmaSim

PharmaSim Simulation goes live for round 1 - Sunday 1/28

PharmaSim Round 1 Inputs due by 10PM on 2/4

PharmaSim Round 1 results available at 10AM on 2/5

Week 4 Customer Centricity – DET Leads Discussion

Feb 2 Team 1 – “Understanding the Customer Experience” Discussion Lead Team 8 – ERC for case discussion led by Team 1

Team Time for PharmaSim

PharmaSim Round 1 Inputs due by 10PM on 2/4

PharmaSim Round 1 results available at 10AM on 2/5

PharmaSim Round 2 Inputs due by 10PM on 2/11

PharmaSim Round 2 results available at 10AM on 2/12

BUSML 4203 Marketing Strategy

Class Schedule (Tentative)

Friday 8:00 – 9:20 a.m.

Schoenbaum Hall – Room 330

Week 5 Strategic Marketing Pricing

Feb 9 Team 2 – “Consumer Behavior and the Buying Process” Discussion Lead

Team 7 – ERC for case discussion led by Team 2

Team Time for PharmaSim

PharmaSim Round 2 Inputs due by 10PM on 2/11

PharmaSim Round 2 results available by 10AM on 2/12

PharmaSim Round 3 Inputs due by 10PM on 2/18

PharmaSim Round 3 results available by 10AM on 2/19

Week 6 Supply Chain Management and Marketing Strategy

Feb 16 Team 3 – “Brand Report Card” Discussion Lead

Team 6 – ERC for case discussion led by Team 3

Team Time for PharmaSim

PharmaSim Round 3 Inputs due by 10PM on 2/18

PharmaSim Round 3 results available by 10AM on 2/19

PharmaSim Round 4 Inputs due by 10PM on 2/25

PharmaSim Round 4 results available by 10AM on 2/26

Week 7 Strategy vs Tactics – which is more important for success?

Feb 23 Team 4 – “Amazon, Apple, Facebook, Google” Discussion Lead

Team 5 – ERC for case discussion led by Team 4

Team Time for PharmaSim

PharmaSim Round 4 Inputs due by 10PM on 2/25

PharmaSim Round 4 results available by 10AM on 2/26

PharmaSim Round 5 Inputs due by 10PM on 3/5

PharmaSim Round 5 results available by 10AM on 3/6

Week 8 Global Marketing Careers

Mar 2 Team 5– “How Global Brands Compete” Discussion Lead

Team 4 – ERC for case discussion led by Team 5

Team Time for PharmaSim

PharmaSim Round 5 Inputs due by 10PM on 3/4

PharmaSim Round 5 results available by 10AM on 3/5

PharmaSim Round 6 Inputs due by 10PM on 3/11

PharmaSim Round 6 results available by 10AM on 3/12

BUSML 4203 Marketing Strategy

Class Schedule (Tentative)

Friday 8:00 – 9:20 a.m.

Schoenbaum Hall – Room 330

Week 9 Perceptual Maps and Brand Positioning

Mar 9 Team 6– “Analyzing Consumer Perceptions” Discussion Lead

Team 3 – ERC for case discussion led by Team 5

Team Time for PharmaSim

PharmaSim Round 6 Inputs due by 10PM on 3/11

PharmaSim Round 6 results available by 10AM on 3/12

PharmaSim Round 7 Inputs due by 10PM on 3/25

PharmaSim Round 7 results available by 10AM on 3/26

Week 10 No Class this week – Spring Break!

Mar 16

Week 11 How Social Media Changed the World of Marketing

Mar 23 Team 7 – “Social Spending: Managing the Social Media Mix” Discussion Lead

Team 2 – ERC for case discussion led by Team 7

Team Time for PharmaSim

PharmaSim Round 7 Inputs due by 10PM on 3/25

PharmaSim Round 7 results available by 10AM on 3/26

Week 12 Benchmarking Marketing Activities

Mar 30 Team 8 – “Mapping Your Competitive Position” Discussion Lead

Team 1 – ERC for case discussion led by Team 8

Team Time for PharmaSim

Week 13 The Future of Marketing Strategy

Apr 6 Case Discussion: “Hubspot: Inbound Marketing and Web 2.0” / all

Team Time for final presentation prep

Review final results of PharmaSim Simulation

Week 14 Putting It All Together

Apr 13 Project Team Presentations

Week 15 Pulling It All Together

Apr 20 Project Team Presentations

Week 16 Pulling It All Together

Apr 27 Project Team Presentations

Final Check on Student Learning Objectives

Course Evaluations

Project Team Evaluations Due

Final Review Student Questions and Comments

Senior Grades due to Registrar

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