Marketing Strategy - Carey Business School



Marketing Strategy2 CreditsBU.450.710.XX[NOTE: Each section must have a separate syllabus.][Day & Time / ex: Monday, 6pm-9pm][Start & End Dates / ex: 8/20/18–10/15/18][Semester / ex: Fall 2018][Location / ex: Washington, DC]Instructor[Full Name]Contact Information[Email Address][Phone Number, ###- ###-#### (Optional)]Office Hours[Specify the day and time of the 2 hours that will be dedicated to office hours each week. For evening classes, faculty may wish to hold their office hours by phone or email. While faculty are permitted to state “and by appointment,” office hours should not be held exclusively by appointment.]Texts & Learning MaterialsRequired HBS and INSEAD CasesCase TitleReference #Marketing Strategies in the Competition between Branded and Generic Antibiotics503-048-1Product Team Cialis: Getting Ready to Market9-505-038The Evolution of the Circus IndustryBOS007Crafting Winning Strategies in a Mature Market: The US Wine Industry in 2001BOS018L’Oréal in China: Marketing Strategies for Turning around Chinese Luxury Cosmetic Brand Yue SaiINS291Unilever in Brazil: Marketing Strategies for Low-Income Consumers504-009-1Renova Toilet Paper: Avant-garde Marketing in a Commoditized CategoryINS131Diesel for Successful Living: Strategies for an Up-market Line Extension in the Fashion Industry504-007-1Russian Standard Vodka: Strategies for Global Branding and Expansion into the US Market502-080-1Branding in an Emerging Market: Strategies for Sustaining Market Dominance of the Largest Apparel Brand in IndiaINS6192Please acquire your personal copy of the cases (at a student discount) from Harvard Business School Press using the following link: (If you do not yet have an account with HBSP, please create one following the registration instructions on the page.)Background Reading MaterialsThis 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, D. A. (2014). Strategic market management (10th ed.). New York, NY: 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.Course DescriptionThis 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 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 different industries, across different tiers of brands and products (luxury versus mass-market), and across the globe. Topics covered include industry and market analyses, dynamics of competition, value creation, branding, segmentation, targeting, positioning, product development, pricing, 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 teams on complex business projects.Prerequisite(s)BU.410.620 OR BU.911.610Learning ObjectivesBy the end of this course, students will: Sharpen critical thinking skills in analyzing complex, real-world business problems, and identifying solutions.Acquire an 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 their ability to work in teams on complex business projects.Improve business communication skills including face-to-face discussion, presentation, and writing.To view the complete list of the Carey Business School’s general learning goals and objectives, visit the Carey website.Assignments RequirementsLearning ObjectivesWeight (%)Attendance and Contribution to Class Discussions1-6 21%Case Opinion Polls1-420%(2% per case)Final Exam1-415%Marketing Strategy Research Project(1) Project Proposal(2) Research Progress Presentation(3) Research Project Report(4) Research Project Presentation(5) Teamwork Evaluation and Reflection1-66%8%15%10%5%TOTAL100%Attendance and In-class Discussion PoliciesFull 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 contributions to in-class discussions. Absence can be excused only 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.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. 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. 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.Case Opinion PollsYou 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. Please submit your answers by 6PM on the day BEFORE the session. Late submission will not receive credit.Final ExamYou 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 ProjectThis is a group project. You need form a research team with 5-6 members (so that there will be a total of 6 research teams). Each team should appoint a team representative who will email the names of the members of her/his group to the professor 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.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. You might want to consider choosing the firm you or your team members are currently working for or have worked for.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; or how a firm sustained success or achieved exceptional growth over extended periods of time. Please keep in mind that projects that illustrate important marketing strategy problems and reveal new insights tend to receive higher scores. Your team representative should email a one-page research project proposal to the professor by midnight on the day of the 2nd session. Late submission will not receive credit. In addition to providing basic information about the firm on which your team plans to research, this proposal needs to answer the following questions: Why do you think this firm or this business situation is interesting to study? Why do you want to do research on it? How will you collect information about the firm and its marketing strategy (e.g., industry, competition, consumers, marketing mix, etc.)? How do you know whether the firm’s marketing strategy is effective or ineffective? How will you evaluate it?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 margins. The file should be named using the following format: CourseSectionNumber_ProjectTitle_ProposalAfter 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, think systematically and critically about the strategic decisions the firm made, evaluate the outcome objectively and accurately, and articulate your line of reasoning clearly and concisely. The quality of the writing will also affect the points you receive.The report should have a structure similar to the following:Cover Page (Course Section Number, Project Title, and Members)Executive Summary (300-500 words)Current Business SituationFirm’s ObjectivesMarketing Strategy and ImplementationAnalysis and Evaluation of the Marketing StrategyFutureAppendixIn Section II, you should provide a concise summary of your project, highlighting the key findings of your research. 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 it 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 Section VIII.Your team needs to prepare a 3- to 5-minute research progress presentation showcasing your research project idea and the progress your team has made to other teams and the professor. You should email the PowerPoint slides to the professor by 6PM on the day BEFORE the 4th session. The PowerPoint file should be named using the following format: CourseSectionNumber_ProjectTitle_MidtermLate submission will not receive credit. The presentation should include the following information:An overview of your marketing strategy research ideaWhat have you done thus far for the project?What else is needed to complete the project?How you have functioned as a team? How have you collaborated on the project thus far?After your presentation, the audience (including the professor) will be given time to ask questions and offer suggestions.The final research report must be submitted in a Word document with 12-point Times New Roman font, single spacing, and 1-inch page margins, and should be within 15 pages (excluding cover page, executive summary, appendixes, references). The report should be named using the following format: CourseSectionNumber_ProjectTitle_ReportThe research report must be submitted by 6PM on the day BEFORE the 8th session. Late submission will not receive credit.Each of you will be asked to evaluate other team members’ contributions 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 the end of this syllabus for a sample evaluation form.Final Research Project PresentationEach research team needs to deliver a 15- to 20-minute 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 7th session. The slides should be named using the following format: CourseSectionNumber_ProjectTitle_FinalYour 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 the professor) will be given a few minutes to ask you questions about your research. 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. GradingThe grade of A is reserved for those who demonstrate extraordinarily excellent performance as determined by the instructor. The grade of A- is awarded only for excellent performance. The grades of B+, B, and B- are awarded for good performance. The grades of C+, C, and C- are awarded for adequate but substandard performance.?The grades of D+, D, and D- are not awarded at the graduate level (undergraduate only). The grade of F indicates the student’s failure to satisfactorily complete the course work.Please note that for Core and Foundation courses, a maximum of 25% of students may be awarded an A or A-; the grade point average of the class should not exceed 3.3. For Elective courses, a maximum of 35% of students may be awarded an A or A-; the grade point average of the class should not exceed 3.4. (For classes with 15 students or fewer, the class GPA cap is waived.)Tentative Course CalendarInstructors 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.SessionFocusBackground ReadingsDue(Unless otherwise noted, assignments are due at 6PM on the day BEFORE each session)1Introduction to the CourseFundamentals of Marketing StrategyStrategic market management, Chapters 1–6Christensen, C. M., Cook, S., & Hall, T. (2004). Marketing malpractice. Harvard Business Review, 83(12), 74–83.Levitt, T. (2004). Marketing myopia. Harvard Business Review, 82, 138–149.Porter, M. E. (1996). What is strategy? Harvard Business Review, 74(6), 61–78.Research Group Formation (due at midnight on the day of this session)2Dynamics of CompetitionStrategic market management, Chapters 7–9Boulding, W., & Christen, M. (2001). First-mover disadvantage. Harvard Business Review, 79(9), 20–21.Suarez, F., & Lanzollo, G. (2005). The half-truth of first-mover advantage. Harvard Business Review, 83(4), 121–127.Hoch, S. J. (1996). How should national brands think about private labels? Sloan Management Review, Winter, 89–102.Quelch, J. A., & Harding, D. (1996). Brands Versus Private Labels: Fighting to Win. Harvard Business Review, 74(1), 99–109.Case Opinion Poll (Generic Antibiotics)Case Opinion Poll (Cialis)Research ProjectProposal(due at midnight on the day of the session)3Market Driven vs. Market DrivingStrategic market management, Chapters 10–15Porter, M. E. (2008). The five competitive forces that shape strategy. Harvard Business Review, 86(1), 78–93.Case Opinion Poll (Wine Industry)Case Opinion Poll (Circus Industry)4Globalization and LocalizationDay, G. S., & Reibstein, D. J. (2004). Managing brands in global markets. The INSEAD-Wharton Alliance on Globalizing: Strategies for Building Successful Global Businesses. Cambridge University Press.Gatignon, H., & Van den Bulte, C. (2004). Global marketing of new products. The INSEAD-Wharton Alliance on Globalizing: Strategies for Building Successful Global Businesses. Cambridge University Press.Case Opinion Poll (L’Oréal’s Luxury Chinese Brand)Case Opinion Poll (India’s Largest Apparel Brand)Research Project Progress PresentationPresentation on your research idea and the progress you have madeQ&ASlides for ResearchProject ProgressPresentation5The Tip vs. Bottom of the PyramidPrahalad, C. K., & Hammond, A. (2002). Serving the world's poor, profitably.?Harvard Business Review,?80(9), 48–59.Karamchandani, A., Kubzansky, M., & Lalwani, N. (2011). Is the bottom of the pyramid really for you? Harvard Business Review, 89(3), 107–111.Case Opinion Poll (Renova)Case Opinion Poll (Unilever)6Product and Brand PortfoliosAaker, D. A., & Joachimsthaler, E. (2000). The brand relationship spectrum: The key to the brand architecture challenge. California Management Review, 42(4), 8–23.Tybout, A. M., & Carpenter, G. S. (2000). Creating and managing brands. Kellogg on Marketing, John Wiley & Sons.Case Opinion Poll (Russian Standard for the U.S. Market)Case Opinion Poll (Diesel)7Research Project PresentationResearch Project PresentationQ&ASlides for ResearchProject Presentation8Final ExamA case analysis exam that assesses your ability to dissect different aspects of local and/or global business scenarios and make strategic marketing decisions.Research ReportPeer EvaluationSample Teammate Evaluation FormName: __________________________________________________________________Project: __________________________________________________________________Please evaluate each of your teammates in three areas:Amount of effort put into the marketing strategy research projectQuality of contributionInterpersonal skills in working with othersFor each of the three areas, please provide a number (between 1 and 5) that most appropriately describes the individual’s contribution:No contributionPoorFairGoodExcellent12345 Effort Quality Interpersonal SkillsTeammate #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.____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________Carey Business School Policies and General InformationBlackboard SiteA 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.Disability Support ServicesAll students with disabilities who require accommodations for this course should contact Disability Support Services at their earliest convenience to discuss their specific needs. If you have a documented disability, you must be registered with Disability Support Services (carey.disability@jhu.edu or 410-234-9243) to receive accommodations. For more information, please visit the Disability Support Services webpage.Academic Ethics PolicyCarey expects graduates to be innovative business leaders and exemplary global citizens. The Carey community believes that honesty, integrity, and community responsibility are qualities inherent in an exemplary citizen. The objective of the Academic Ethics Policy (AEP) is to create an environment of trust and respect among all members of the Carey academic community and hold Carey students accountable to the highest standards of academic integrity and excellence.It is the responsibility of every Carey student, faculty member, and staff member to familiarize themselves with the AEP and its procedures. Failure to become acquainted with this information will not excuse any student, faculty, or staff from the responsibility to abide by the AEP. Please contact the Student Services office if you have any questions. For the full policy, please visit the Academic Ethics Policy webpage.Student Conduct CodeThe fundamental purpose of the Johns Hopkins University’s regulation of student conduct is to promote and to protect the health, safety, welfare, property, and rights of all members of the University community as well as to promote the orderly operation of the University and to safeguard its property and facilities. As members of the University community, students accept certain responsibilities which support the educational mission and create an environment in which all students are afforded the same opportunity to succeed academically. Please contact the Student Services office if you have any questions. For the full policy, please visit the Student Conduct Code webpage.Student Success CenterThe Student Success Center offers free online and in-person one-on-one and group coaching in writing, presenting, and quantitative courses. For more information on these services and others, or to book an appointment, please visit the Student Success Center website.Other Important Policies and ServicesStudents are encouraged to consult the Student Handbook and Academic Catalog and Student Services and Resources for information regarding other policies and services.Copyright StatementUnless 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 Academic Ethics Policy. ................
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