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Extended Campus

Department of Distance Learning

MGMT 449 Strategic Marketing Management

Credit Hours: 3

Course Syllabus

Contents

Course Materials
Course Description
Course Goals
Learning Outcomes
Grading
Course Policies
Course Schedule


Course Materials

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Boyd H., Walker O., Mullins J., Larreche J., Marketing Management a strategic decision-making approach, 4th Ed., 2002, McGraw-Hill Irwin.

SUPPLEMENTAL MATERIAL:
Information sources for Global Marketing Management are available to students at http://www.mhhe.com/boyd, which is the web site of the publisher. The website offers students a series of self-diagnostic questions to enable you to test your understanding of the tools and decision frameworks covered in each chapter. The website also suggests the best of the best decision-focused cases including international ones, dot coms, and companies in service and manufacturing industries.

Relevant Periodicals:
The following periodicals offer topics and news reports that pertain to this course and to your assignments. Please note that you are NOT limited to using these publications; you may consult other reputable publications, as you deem appropriate.

Aerospace FAA Aviation News
Aerospace America Flight International
Air Law & Commerce Global Airspace
Air Transport World ICAO Journal
Air Line Pilot IEEE Transactions on Aerospace
Airports International Interavia
AOPA Pilot Journal of Air Traffic Control
Aviation International News Navigation
Aviation Safety Professional Pilot
Business Aviation Safety Journal Progress in Aerospace Sciences
Business & Commercial Aviation Space Communications

The Hunt Library on the Daytona Beach campus is one of the most complete collections of aviation related material. Besides books, a sizable number of complete (full text) periodical articles, government reports, industry statistics, and other useful information can be found at the E-RAU (Hunt) library (http://amelia.db.erau.edu; Department of Distance Learning; Web Databases & Periodical Indexes). The library also provides web links to aviation, aerospace, and business resources.

Course Description

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This is a capstone marketing course that focuses on strategic analysis and planning by aviation marketing managers. Emphasis will be given to corporate and marketing strategy; market analysis and targeting; strategic marketing programming; and marketing control.

Course Goals

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The course is designed to help the aviation-marketing student identify the key issues and important considerations in strategy and assist in the use of marketing strategies in executing business strategies.

Learning Outcomes

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At the end of this course the student will be able to:
  1. Explain the strategic marketing planning process and illustrate the scope of strategic planning activity by using an aircraft battery company.
  2. Discuss methods used in selecting a specific strategic analysis and the guidelines for appraising the strategic situation.
  3. Define product-markets and discuss options available in target market selection.
  4. State the role of the four variables in strategic planning and explain the methods used to establish policies and decisions in each area.
  5. Identify and discuss the steps in preparing the strategic marketing plan and the steps in building a strategic evaluation program.

Grading

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This grading criteria is suggested, but the faculty member may exercise academic freedom and adjust or change this criteria prior to the start of the term.

Grade Scale

100 - 90

A

89 - 80

B

79 - 70

C

69 - 60

D

59

F

Exam Weight

Quiz (Online)

15%

Final Exam (Online)

30%

Case Assignment One

10%

Case Assignment Two

10%

Participation in Discussions 10%

Research Paper

 25%

Total

100 %

DIRECTIONS FOR EVALUATION ITEMS:

CASE ASSIGNMENTS: There are two Case Analysis Reports due in this course. Students are to follow The Case Method material at the end of this syllabus. Each report is to be 4-5 pages in length. Case One is due in week 4 of the course and Case Two is due in week 8. All assignments will include the student s name and the topic number on a title page. Students are encouraged to include additional research on the company in the case (make sure to cite sources).

RESEARCH PAPER: Students will submit a 12-20 page, marketing plan addressing the marketing of an aviation or aerospace product, product line or service in a specific region of the world. The paper is worth 25 percent of your grade and will:
(1) Clearly identify the firm, its product(s) and the recommended marketing strategies.
(2) Follow the outline on page 21 of the text (also, see sample on pages 518 and 519).
(3) Include citations (1999 or after) from the Internet and/or other sources.
(4) Include a title page, table of contents and bibliography in addition to the 12-20 pages.
Sources: Students should include multiple sources. Relevant information may be found through the ERAU library holdings, reference CD-ROMS, a variety of Internet sources, and personal interviews. Format: Double-spacing is fine with a 12 point font.
For questions concerning references or citations within the paper students should consult the American Psychological Associations Publication Manual, fifth edition, (or the APA web site at www.apa.org as a guide for formatting. Another useful cite is http://www.apastyle.org

DISCUSSION FORUM: The course utilizes a web-based platform that allows for discussion forums. The Course Instructor will review forum activities and provide either questions or solicit comments from the course participants about the course topics, or the Instructor may refer to additional materials the students. These Forum activities will count towards 10% of the course grade. When utilizing the discussion forums, students are expected to follow proper etiquette and decorum. Students should also use the forums to help each other or post questions to each other about marketing topics of interest. Discussion forum points are awarded based on a combination of participation and the quality of the participation by the student.
Participation

Class participation includes your interaction in the virtual classroom and timely completion of course materials. Class participation is an important component of the educational experience. Students are expected to participate in classroom discussion by logging on to the virtual classroom. Superior participation grades will be given to active students, those that exchange ideas in a thoughtful manner that reflect preparation as well as personal opinion, while exercising the courtesies due others.

THE CASE METHOD

What are Cases?

Cases are written descriptions of actual events, circumstances or situations, which confront decision makers in organizations. The cases have been developed from information gathered from both government agencies and private industry. The facts presented in these cases are based on real-life situations. They are as complete as is reasonable with no essential fact deliberately omitted. The case method stimulates interest through realism and is designed to make the learning process one of active participation rather than passive observation.

Preparing a Case:

The first step in preparing a case is to master the facts. As in real life, irrelevant descriptive material is often present and one must sift through the data to determine the useful information. Case analysis offers another similarity with reality in that sometimes, crucial information is missing. In this instance, personal experience and knowledge may need to be sought out. One then makes and explains assumptions and perhaps defends these assumptions in front of others.

Outline of an Approach to Case Analysis:

1. Briefly define the central marketing and business issue(s).
2. Analyze and determine their relative importance.
3. Investigate other possibilities and business strategies.
4. Make strategy recommendations as if you are a consultant hired by the firm.

The recommendations section is where you show your ability to think strategically and connect the case material with course concepts. It is, therefore, the most important section. Students are strongly encouraged to include a SWOT analysis (use bullet points) as part of their case analysis reports. A lecture on SWOT analysis is posted in the Resource Center s Supplemental Materials section of this course.

Course Policies

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Academic Honesty:

Embry-Riddle policies are in effect. Academic honesty is required of all members of a learning community. Hence, the University will not tolerate cheating or plagiarism on tests, examinations, papers, or other course assignments. Students who engage in such dishonesty may be given failing grades or expelled from the University.

Plagiarism -- the appropriation of imitation of the language or ideas of another person and presenting them as one's original work -- sometimes occurs through carelessness or ignorance. If you are uncertain about proper documentation of sources, please e-mail me. If you quote or paraphrase someone else's work you must give the source credit through a footnote. Ignorance is no excuse.

Course Schedule

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WEEK

MODULE

READINGS OR ASSIGNMENTS*

1

One

Chapters 1-2, Respond to Discussion Question (DQ) in the Bulletin Board forum. Read 1st Case.

2

Two

Chapters 3-4, Respond to DQ.

3

Three

Chapters 5-6, Respond to DQ.

4

Four

Chapters 7-9, Respond to DQ. Submit Case report.

5

Five

Chapter 10, Respond to DQ. Read 2nd case.

6

Six

Take Quiz in the Online Evaluation Center .

7

Seven

Chapters 11-12, Respond to DQ.

8

Eight

Chapter 13, Respond to DQ. Submit 2nd Case Report to Drop Box.

9

Nine

Chapters 14-15, Respond to DQ.

10

Ten

Chapters 16-18, Respond to DQ.

11

Eleven

Chapters 19-20, Respond to DQ. Research Paper is due (submit to Drop Box).

12

Twelve

Review materials. Take online final exam.

Note: In addition to this syllabus, the instructor of your course will post his/her own schedule in the Course Materials section under Course Schedule. This will summarize the information below, will clarify the points available for each assignment and will outline any changes to the grading criteria.

Module 1: Marketings Role in Developing Successful Business Strategies.

Course Learning Outcomes Addressed:
Learning Outcomes:
- Appreciate the importance of market planning to business success.
- Explore marketing strategy tools and models used by marketing decision-makers.
- Illustrate the scope of strategic planning activities.
Required Reading: Chapters 1-2 in the text.
Discussion Question (10% of grade):
Your instructor will post a discussion question to the Bulletin Board at the beginning of each week. Ten percent (10%) of your course grade is earned by responding in a meaningful way to these weekly discussion questions.
Assignment: Begin reading the chapter two case (IBM Switches Strategies) on pages 30-34 of your text. You are to submit a 5-6 page, case analysis report on this material in week four of the course.
Supplemental Exercises to better prepare you for the Quiz and Exam:
- Address the self-diagnostic questions on the text website (www.mhhe.com/boyd) to apply this week s chapter material and concepts to marketing decision-making.

Module 2: Marketing Opportunity Analysis.
Course Learning Outcomes Addressed:
Learning Outcomes:
- Explain the impact of environmental factors on marketing management.
- Explore the tools used to evaluate markets and product performance.
- Examine Porters five-force model and the product life cycle.
Required reading: Chapters 3 & 4 in the text.
Discussion Question (10% of grade):
Your instructor will post a discussion question to the Bulletin Board at the beginning of each week. Ten percent (10%) of your course grade is earned by responding in a meaningful way to these weekly discussion questions.
Supplemental Exercises to better prepare you for the Quiz and Exam:
- Address the self-diagnostic questions on the text website (www.mhhe.com/boyd) to apply this week s chapter material and concepts to marketing decision-making.

Module 3: Comparing Consumer and Industrial Markets.
Learning Outcomes:
- Explore consumer decision-making theories and models.
- Evaluate the importance of demographics, lifestyle and other factors in marketing strategy formulation.
- Understand the unique attributes of organizational markets and the strategies to that apply to them.
Required reading: Chapters 5-6 in the text.
Discussion Question (10% of grade):
Your instructor will post a discussion question to the Bulletin Board at the beginning of each week. Ten percent (10%) of your course grade is earned by responding in a meaningful way to these weekly discussion questions.
Supplemental Exercises to better prepare you for the Quiz and Exam:
- Address the self-diagnostic questions on the text website (www.mhhe.com/boyd) to apply this weeks chapter material and concepts to marketing decision-making.

Module 4: Market Research, Segmentation and Positioning Strategies.
Learning Outcomes:
- Discuss the growing importance and various methods of market segmentation.
- Explain the major approaches to marketing research, strategic analysis, and planning.
- Explore positioning and targeting strategies and tools.
Required reading: Chapters 7-9 in the text.
Discussion Question (10% of grade):
Your instructor will post a discussion question to the Bulletin Board at the beginning of each week. Ten percent (10%) of your course grade is earned by responding in a meaningful way to these weekly discussion questions.
Assignment: Submit the first Case Analysis Report to your instructor via the classroom Drop Box on the chapter two case (IBM Switches Strategies) on pages 30-34 in the text. Follow The Case Method at the end of this syllabus. This case report is worth 10% of your grade.
Supplemental Exercises to better prepare you for the Quiz and Exam:
- Address the self-diagnostic questions on the text website (www.mhhe.com/boyd) to apply this week s chapter material and concepts to marketing decision-making.

Module 5: Developing Strategic Marketing Programs.
Learning Outcomes:
- Evaluate the generic competitive strategies firms can pursue.
- Discuss management options in target market selection.
- Explain the impact of the Internet on marketing strategy.
Required reading: Chapter 10 in the text.
Discussion Question (10% of grade):
Your instructor will post a discussion question to the Bulletin Board at the beginning of each week. Ten percent (10%) of your course grade is earned by responding in a meaningful way to these weekly discussion questions.
Assignment: Begin reading the Calgolia Inc. case that begins on page 546 of your text. You are to submit a case analysis report on this material in week eight of the course. Follow The Case Method at the end of this syllabus. This case report is worth 10% of your grade.
Supplemental Exercises to better prepare you for the Quiz and Exam:
- Address the self-diagnostic questions on the text website (www.mhhe.com/boyd) to apply this weeks chapter material and concepts to marketing decision-making.

Module 6: Take the online quiz.
Learning Outcomes:
Required reading: Review previous chapters.
Optional Discussion Question:
Your instructor will post a discussion question to the Bulletin Board at the beginning of each week.
QUIZ: Take the quiz by going to the Online Evaluation Center and clicking on Quiz This quiz is worth 15% of your grade.

Module 7: Product and Pricing Strategies.
Learning Outcomes:
- Identify and explain product strategies.
- Explore global branding and product line strategies.
- Explore the issues that affect pricing of products.
Required reading: Chapters 11 & 12 in the text.
Discussion Question (10% of grade):
Your instructor will post a discussion question to the Bulletin Board at the beginning of each week. Ten percent (10%) of your course grade is earned by responding in a meaningful way to these weekly discussion questions.
Supplemental Exercises to better prepare you for the Quiz and Exam:
- Address the self-diagnostic questions on the text website (www.mhhe.com/boyd) to apply this week s chapter material and concepts to marketing decision-making.

Module 8: Distribution Strategies.
Learning Outcomes:
- Discuss key trends in global sourcing and value chain management.
- Discuss the management of global logistics.
Required reading: Chapter 13 in the text.
Discussion Question (10% of grade):
Your instructor will post a discussion question to the Bulletin Board at the beginning of each week. Ten percent (10%) of your course grade is earned by responding in a meaningful way to these weekly discussion questions.
Assignment: Submit the second Case Analysis Report to your instructor via the classroom Drop Box on the Calgolia Inc. case (see page 546 of your text). Follow The Case Method at the end of this syllabus. This case report is worth 10% of your grade.
Supplemental Exercises to better prepare you for the Quiz and Exam:
- Address the self-diagnostic questions on the text website (www.mhhe.com/boyd) to apply this weeks chapter material and concepts to marketing decision-making.

Module 9: Promotion Strategies.
Learning Outcomes:
- Explore the promotion mix elements and the tools available to marketing mangers.

- Explain the elements of an integrated marketing communications plan.

- Evaluate the impact of the Internet on selling and promotion.
Required reading: Chapters 14 & 15 in the text.
Discussion Question (10% of grade):
Your instructor will post a discussion question to the Bulletin Board at the beginning of each week. Ten percent (10%) of your course grade is earned by responding in a meaningful way to these weekly discussion questions.
Supplemental Exercises to better prepare you for the Quiz and Exam:
- Address the self-diagnostic questions on the text website (www.mhhe.com/boyd) to apply this week s chapter material and concepts to marketing decision-making.

Module 10: Strategic Marketing Programs for Selected Situations.
Learning Outcomes:
- Identify the unique E-commerce market planning and organizational design strategies.
- Explore strategies for new and growing markets.
- Evaluate generic strategies used in mature and declining markets.
Required reading: Chapters 16-18 in the text.
Discussion Question (10% of grade):
Your instructor will post a discussion question to the Bulletin Board at the beginning of each week. Ten percent (10%) of your course grade is earned by responding in a meaningful way to these weekly discussion questions.
Supplemental Exercises to better prepare you for the Quiz and Exam:
- Address the self-diagnostic questions on the text website (www.mhhe.com/boyd) to apply this weeks chapter material and concepts to marketing decision-making.

Module 11: Implementing and Controlling Marketing Programs.
Learning Outcomes:
- Explore the issue of organizational fit and design in successful marketing strategy implementation.
- Apply the elements of a marketing plan and situational analysis.
- Describe the control systems and contingency plans used to keep marketing plans on track.
Required reading: Chapters 19-20 in the text.
Discussion Question:
Your instructor will post a discussion question to the Bulletin Board at the beginning of each week. Ten percent (10%) of your course grade is earned by responding in a meaningful way to these weekly discussion questions.
ASSIGNMENTS: COURSE RESEARCH PAPER (MARKETING PLAN) IS DUE (25%). Submit this to your instructor via the classroom Drop Box
Supplemental Exercises to better prepare you for the Quiz and Exam:
- Address the self-diagnostic questions on the text website (www.mhhe.com/boyd) to apply this week s chapter material and concepts to marketing decision-making.

Module 12: Take the online final exam.
Required reading: Review previous chapters in preparation of the final exam.
Assignment:
The FINAL EXAM which is an online exam consists of 50 multiple choice questions with a 2 hour time limit. This exam is worth 30 % of your grade. Permission of your instructor is required if you want to take the exam after the course end date.


last updated and modified by David Roberts
on 10/08/02