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| Prerequisites: | B341 |
| Faculty Name & Info: | W. Kent Lundin |
| Office: | Smith 312 (208) 496-2063 |
| Email: | lundink@byui.edu |
| Office Hours: | 8:30-10:00 am MW, 3:00-4:00 TT |
| Text: | Online |
Course Description--Marketing Strategy and Marketing Research for Managers
Focuses on marketing's role in gaining a sustainable competitive advantage. Covers some of the steps in developing a strategic marketing plan, including situation analysis, objectives, and strategies. Includes use of current case studies.
Objectives
Students should accomplish the following:
Obtain the necessary tools and frameworks to enable them to be an effective contributor (one who ads value) to marketing decision making whether as an entrepreneur or in an established firm.
Learn to distinguish between corporate, strategic business unit, and marketing strategy and a marketers influence on each.
Learn to how to do opportunity analysis in order to identify attractive markets, identify sustainable competitive advantages, target attractive market segments, and differentiate through positioning
Research options and designs to generate information needed to solve problems faced by the marketing manager. Practical experience in developing a Research Proposal and conducting exploratory research.
Learning Objectives
To enhance your skills in problem-solving, project management, teamwork and communication.
To present the broad concepts and techniques appropriate for conducting high-quality marketing research, and help you become more informed users of research data
The course employs a combination of reading, Q and A and discussion based on readings, cases, and in-class exercises. It includes three minor projects associated with the featured business or brand for the semester, in preparation for the major quantitative project executed by the Marketing Research Skills team in the second block of the Integrated Marketing Emphasis. The readings, Q & A and discussions are designed to build conceptual understanding. The cases, assignments and in-class exercises allow you to apply concepts to practical marketing situations. The mini-projects provide an opportunity for you to develop skills in management issues dealing with secondary and primary marketing research.
Evaluation
|
Points |
|
| Project--Marketing/Situation Analysis | 100 |
| Mini Project--Exploratory Research Proposal | 50 |
| Project--Exploratory Research (Written 100 points, Oral 50 points) | 150 |
| Participation (regular comments--that help the class) | 100 |
| Marketing Strategy/Research Overview | 50 |
| Peer Evaluation Varies 0 pts. (Based on averages, zero sum per team) | + or - 50 |
| TOTAL | 450 pts |
Grades
| B+ 87% | C+ 77% | D+ 67% | F <60% | |
| A 93% | B 83% | C 73% | D 70% | |
| A- 90% | B- 80% | C- 70% | D- 60% | |
|
NOTE: No rounding--if you get 89.999999%, that is a B+ |
||||
Class
Policies
Late
assignments will be marked down by 20%
No work accepted more than one week late.
If
an assignment is late due to a medical emergency or family tragedy, leave a
message on my answering machine and I will work with you.
Trips home, etc are not excuses for late work unless emergencies exist,
so plan accordingly. You may turn work in early if you are planning to miss a
class.
The Code of Honor and Dress & Grooming standards apply and will be enforced. Academic honesty is required and any violation with be dealt with according to the University Academic Honesty Policy
Policy on Sexual Discrimination/Harassment
Title IX of the Education Amendments of 1972 prohibits sex discrimination against any participant in an education program or activity that receives federal funds, including Federal loans and grants. Title IX also covers student-to-student sexual harassment. If you encounter unlawful sexual harassment or gender based discrimination, please contact the Personnel Office at 496-1130.
Reasonable Accommodation for Students with Disabilities:
Brigham Young University-Idaho is committed to providing a working and learning atmosphere which reasonably accommodates qualified persons with disabilities. If you have any disability which may impair your ability to complete this course successfully, please contact the Services for Students with Disabilities Office, 496-1158. Reasonable academic accommodations are reviewed for all students who have qualified documented disabilities. Services are coordinated with the student and instructor by this office. If you need assistance or if you feel you have been unlawfully discriminated against on the basis of disability, you may seek resolution through established grievance policy and procedures. You should contact the Personnel Office at 496-1130.
B453
Tentative Class
Schedule
| 4/20 | Introduction Case: Bio Huma Netics Case (read this case and come prepared to discuss it) Reference: Note on Marketing Strategy; Note on Market Research (for all HBSP materials go to the I-learn course under cases) . |
| 4/21 |
Marketing/Situation Analysis Preparation: Scotts Miracle-Gro Case Part I Reference: Note on Marketing Strategy Youtube Ad Strategy Discuss Project #1: Situation Analysis |
| 4/22 |
Marketing/Situation
Analysis Continued Preparation: Scotts Miracle-Gro Case Part II Reference: Note on Marketing Strategy Reference material--Situation Analysis David Neeleman Story Quick Reference Oxford's PESTEL Analysis, Technology Levels Playing Field in Race to Market Electric Car (WSJ) Food Firms Cook Up Ways to Combat Rare Sales Slump (WSJ) |
| 4/23 | Q&A on
Marketing/Situation Analysis (optional) Workday on Situation Analysis. |
| 4/24 | Bio Huma Netics
Orientation Client Presentation and Interview |
| 4/27 |
Workday on Situation Analysis. Due via email with a Word attachment: Project #1 Marketing/Situation Analysis (100 points – Group) Before 5:00pm ! |
| 4/28 | Segmenting, Targeting, and
Positioning Preparation: Aqualisa Quartz Case Reference: Market Segmentation, Target Market Selection and Positioning Reference: Have you Defined Your Customer Segments? |
| 4/29 |
Product Life Cycle and marketing
strategies of the stage of interest for the client Positioning--Continued Discussion on Aqualisa Case and Segmenting |
| 4/30 | Types of Research/The
Research Process/Research Design The COOP Case Marketing Research: An Overview of Research Methods References: Marketing Research (quickmba.com) Handbook of Online Marketing Research Ch.1 (ebrary) |
| 5/1 | Juice Guys:
(A) Case Introduce: Exploratory Research Project Explain: Exploratory Research Proposal Reference: Market Research in Practice: A guide to the Basics (ebrary) Ch 2 (go down to "The Market Research Proposal" Section) |
| 5/4 | Exploratory Designs:
In−depth Interviews and Focus Groups Juice Guys: (B) Case Reference: Qualitative Research Overview - American Marketing Association Reference: Market Research in Practice: A guide to the Basics (ebrary) Ch 5 |
| 5/5 | Discussion Guides Preparation: InforMedix Marketing Research on Discussion Guides pages 1-5 For the first 15 minutes of class, start your discussion guides and we will discuss them in class Inspirational thought: http://www.simpletruths.com/simpletruths/a.aspx?af=219&mo=stsr |
| 5/6 | Discuss:
Exploratory Research Project and focus
groups vs. in-depths interviews vs. observation Preparation: Market Research in Practice: A guide to the Basics (ebrary) Ch 5 In-class exercise--depth interviewing practice sample business or sample business Reference: Market Research in Practice: A guide to the Basics (ebrary) Ch 4, 5, & 6 |
| 5/7 | Work day |
| 5/11 | Work time--proposal Due: Exploratory Research Proposal (50 pts. Group) by 4:00pm |
| 5/12 | TEAM MEETINGS: Work on Research Projects: define the Research Design; write discussion guides |
| 5/13 | TEAM MEETINGS: Work on Research Projects: define the Research Design; write discussion guides |
| 5/14 | PROJECT TIME - Conduct in-depth interviews/focus groups. Compile data |
| 5/15 | PROJECT TIME - Conduct in-depth interviews/focus groups. Compile data. |
| 5/18 |
Discussion on
Reporting Reference Market Research in Practice: A guide to the Basics (ebrary) Ch 14 |
| 5/19 | Due: written Exploratory Research Report to Instructor Oral Presentation for Groups 1-5 |
| 5/20 | Exploratory Research Presentation to the client (Only the best one or two teams) at 11:00 |
MedNet.com Confronts
"Click-Through" Competition case Brief discussion on
Marketing Strategy Overview
Read
Note on Marketing Strategy
Differentiation and Positioning
Case:
HP Printing
Case Analysis Read this and be prepared to
discuss it.
IME Master Calendar
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Last updated: 05/05/2009