Marketing Marketing Strategy and Planning (Section: C1)

Marketing 337 – Marketing Strategy and Planning - SPG 09 – Cyber Campus - Page 1 of 14 Instructor – Richard Trutz ____________________________________...
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Marketing 337 – Marketing Strategy and Planning - SPG 09 – Cyber Campus - Page 1 of 14 Instructor – Richard Trutz _____________________________________________________________________________________

Marketing 337 - Marketing Strategy and Planning (Section: C1)

Description: Studies strategic and operational aspects of the marketing plan for consumer, industrial and service industries; formulation of top management strategic goals; and all elements of the annual marketing plan, including management summary, background data, quantitative objectives and implementation. Also covered is planning for long-range market development. Case studies. Prerequisite: MKT 300 or MKT 350. Term: Spring Trimester (16 week) Units: 3 Offered: from January 07, 2009 through April 28, 2009 Meeting room: Cybercampus Instructor: Trutz, Richard Academic Level: Graduate Contacting the instructor: Email: [email protected] Phone: 650-888-5733

Marketing 337 – Marketing Strategy and Planning - SPG 09 – Cyber Campus - Page 2 of 14 Instructor – Richard Trutz _____________________________________________________________________________________

Course Overview Description: Ideal course for Silicon Valley enterprises in a wide range of vertical markets. Studies strategic and operational aspects of the marketing plan for consumer, industrial and service industries; formulation of top management strategic goals; and all elements of the annual marketing plan, including management summary, background data, quantitative objectives and implementation. Also covered is planning for long-range market development.

Marketing Strategy focuses on five major themes: 

Defining a business strategy from a customer’s point of view and with a value proposition



Discussing detailed strategic analysis, including external and internal analysis, customer, market, and environmental scanning



Learning how to develop successful strategies, including the role of vision, relevance, the value proposition, and strategic positioning



Finding sustainable growth strategies including growth strategies in mature and hostile markets



Reviewing the role and impact of an organization on the business strategy

Course Learning Objectives 1. Formulate effective marketing strategies based on rigorous market, competitive, and internal analyses. 2. Analyze marketing strategy development challenges in a variety of settings – including both mature and growth markets, and in domestic and global contexts 3. Critically evaluate and interpret complex cases depicting real life business situations such that you can make better strategic decisions in your own organizational context. 4. Prepare a comprehensive Marketing Plan that presents a detailed market analysis, develops a compelling marketing strategy, and delineates optimal marketing tactics. 5. You should be able to proudly present this Marketing Plan to existing or potential employers. 6. Enhance your management communication skills, both written and oral, by presenting and defending analyses of marketing situations. 7. Strengthen you communications skills by discussing your position on specific issues. 8. To help attain the objectives outlined above, the course material will comprise a mix of;

Marketing 337 – Marketing Strategy and Planning - SPG 09 – Cyber Campus - Page 3 of 14 Instructor – Richard Trutz _____________________________________________________________________________________ o

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Text Book Readings 

Read and study text chapters / overviews / outlines



Review text chapters PowerPoint presentations online

Case Studies Written Analysis 

Prepare assigned Case Studies analysis



Address specific questions and issues

Case Studies Online Discussions 

Review online video case studies



Discuss online with the class

Hot Topic Discussions 

Prepare your evaluation of specific Hot Topic subjects



Discuss your evaluation in an online discussion session

Course Exams 

Text chapter online exams



Text final proctored exam

Course Project – Marketing Plan 

Prepare Individual Student Marketing Plan



Utilize Marketing Plan Pro software



Prepare / submit session milestones assignments each session

Course Process / Protocol 

I want to make this a productive and fun learning experience. You can email or call me directly at anytime – [email protected] / 650-888-5733.



Please be sure to note the weekly session assignments in this syllabus.



I will introduce “real world” exercises throughout the course.



Remember, this is your course. I need your suggestions, comments and ideas as we progress.



As a cyber course, we do not have a set day for class meetings. There are 16 weeks in which we conduct the course.



Each Student must complete and submit their Student Profile to the Drop box.



Each weekly session begins on Wednesday and ends on Tuesday.



All assignments and postings should be posted by Tuesday, 6pm Pacific Time of each week. This means that you have one week to prepare your work and respond and comment to your classmates' postings.

Marketing 337 – Marketing Strategy and Planning - SPG 09 – Cyber Campus - Page 4 of 14 Instructor – Richard Trutz _____________________________________________________________________________________ 

You will receive credit for postings and assignments for a specific session anytime during the week.



Remember, if you post all of your ideas about week 1 in week 2, you will get no participation points for week 1.



Class Participation: is graded based on your regular participation in message board discussions sessions each week.



Participation is defined as actively adding information ideas and approaches to the subject under discussion. It does not mean repeating information from the chapters or articles.



Participation requires a minimum of 2 thoughtful postings each week on the discussion topics, and responding to your classmate's postings. This means that you should log on to the message board several times each week to allow discussions to build.



Your comments should be well- thought out quality comments, which are concise and to the point, directly related to the subject.



"Quality comments" does not simply mean "I agree" or I disagree", please feel free to encourage your classmates with this simple type of message, but this type of message alone is not considered to be your participation for the week.



Students should read assignments early in the week and start posting comments by midweek.



Class Discussions will enable you to express your point - of - view and learn from others who have a different perspective.



Effective learning can come from looking at other people's perspectives, please be open to other ideas and solutions to problems you are studying, if you disagree, do so respectfully.

Marketing 337 – Marketing Strategy and Planning - SPG 09 – Cyber Campus - Page 5 of 14 Instructor – Richard Trutz _____________________________________________________________________________________

Required Materials Orville C Walker, UNIV OF MINNESOTA-MINNEAPOLIS John Mullins, University of Denver Harper W Boyd, Jr., Softcover, 368 pages ©2008, ISBN-13 9780073529899 MHID 0073529893

Section 1 Introduction to Strategy Chapter1 Market-oriented perspectives underlie successful corporate, business, and marketing strategies Chapter 2 Corporate strategy decisions and their marketing implications Chapter 3 Business strategies and their marketing implications Section 2 Opportunity Analysis Chapter 4 Understanding market opportunities Chapter 5 Measuring market opportunities : forecasting and market knowledge Chapter 6 Targeting attractive marketing segments Chapter 7 Differentiation and positioning Section 3 Formulating Marketing Strategies Chapter 8 Marketing strategies for new market entries Chapter 9 Strategies for growth markets Chapter 10 Strategies for mature and declining markets Chapter 11 Marketing strategies for the new economy Section 4 Implementation and Control Chapter 12 Organizing and planning for effective implementation Chapter 13 Marketing metrics for marketing performance

Marketing 337 – Marketing Strategy and Planning - SPG 09 – Cyber Campus - Page 6 of 14 Instructor – Richard Trutz _____________________________________________________________________________________

Marketing Plan Pro Academic Edition

Marketing Plan Pro Academic Edition is the most popular marketing plan software in academia, used and respected at thousands of colleges and universities worldwide.

UPC #756087001057 http://www.paloalto.com/academic/marketing_ plan_pro/

Course Marketing Plan Overview 

Build your marketing vision. A Strategic Marketing Plan is all about creating an action plan that gives your business something to aim towards, not about creating a static document that just sits in a drawer. Your marketing vision will help you identify your goals and measure your progress against them.



Define your ideal customer. Who are your core customers and what do they have in common? Learn to narrow your market focus to better target the customers you want to attract.



Identify your remarkable difference. How do you compare with your competition? How are you different? Locate and leverage your advantages in the marketplace.



Develop your message. Find and occupy a position that your market values and that you can easily communicate to them with consistent branding and messages.



Build a product/service mix. Structure your product and service offerings to appeal to customers at all stages and encourage them to try, buy, and recommend.



Find your future customers. How will you find your next customers? Create a lead generation plan to turn a "suspect" (a member of your target market) into a "prospect" (someone who wants what you have to offer) and ultimately convert your ideal customers into buyers through advertising, referral marketing, partners, PR, and many other lead sources.

Marketing 337 – Marketing Strategy and Planning - SPG 09 – Cyber Campus - Page 7 of 14 Instructor – Richard Trutz _____________________________________________________________________________________ 

Create magnificent marketing materials. Good marketing materials can eliminate the need to sell your products or services. This section will guide you through the process of creating marketing materials that will get results.



Use the power of the Internet. How will you use the Web in your business? What tools will you use? Your website can educate, persuade and motivate your prospects to take action,



Retain loyal customers. Loyal customers are the best customers. What is your loyalty plan and how do you retain customers?



Build your team. Build a training program to define how your marketing strategy will be implemented and make sure everyone in your company is moving in the same direction and giving the right message to your potential customers.



Plan and schedule marketing activities. Create a marketing calendar, including milestones, so you can take action and track your progress.



Forecast sales and budget expenses. With your strategy in place, you will forecast your sales and build a budget for your marketing activities. Track your actual results against your plan so you can adjust your strategy as you go and measure your success.



Understand your numbers. Use the Gap Dashboard to compare your actual sales and expenses to your marketing goals and make sure you stay on track with your business growth plans.

Marketing 337 – Marketing Strategy and Planning - SPG 09 – Cyber Campus - Page 8 of 14 Instructor – Richard Trutz _____________________________________________________________________________________

Instructor Career Profile Richard Trutz has a very unique and distinguished career in the senior level positions that include Chief Executive Officer - President, Global Chief Marketing Officer, and Vice President - New Business Development. These mission critical positions represent a diverse range of consumer and enterprise vertical markets that include; retail / CPG, financial services, technology – hardware / software, advertising agency, foodservice and consulting.

Global Chief Marketing Officer His Marketing career includes the mission critical positions of Global Chief Marketing Officer – Burger King Corporation, Global Chief Marketing Officer – Pinnacle Systems, Inc., Managing Director – Internet Business Solutions Group, Cisco Systems / Surgency, Inc. and Senior Account Executive – J. Walter Thompson Advertising. 

As Managing Partner of 360 Strategic Partners, Practice Lead – Brand Marketing / Venture Funding he led the Account Teams for Toyota, Pinnacle Systems, Palm, Alliant Partners, and Burger King.



As Global CMO of Burger King Corporation, he directed the brand, sales promotions, advertising, corporate relations, and investor relation’s strategies for 5500 restaurants globally.



As Global CMO of Pinnacle Systems, he developed the “mission critical”, strategic competitive advantage initiatives for global (Europe / Americas / Asia Pacific) brand marketing / investor relations / public relations / advertising / sales promotions / packaging / pricing / marketing research / web site development / e-commerce / product development road map.



As Managing Director for Cisco Systems / Surgency, Inc., he directed the strategic brand development “thought-leadership” proposals for Global 1000 enterprises utilizing the Cisco Systems technology and software applications from SAP, Oracle, Siebel Systems, etc. Clients included Palm, Ford, Schwab, Toyota, Starbucks, Home Depot, and WalMart.



As Senior Account Executive of J. Walter Thompson Advertising, he led the Account Teams for M&T Bank, McDonalds, Buick Dealers, Blue Cross – Blue Shield and Holiday Inn.

Chief Executive Officer / Chief Operations Officer

Marketing 337 – Marketing Strategy and Planning - SPG 09 – Cyber Campus - Page 9 of 14 Instructor – Richard Trutz _____________________________________________________________________________________ Richard Trutz’ CEO / COO career includes serving as President - Burger King Canada and President – Macro Trends Franchise Group (Burger King, Denny’s, Applebee’s). 

As CEO of Burger King Canada, he directed the turnaround of an international strategic business unit. The turnaround strategies focused on customer satisfaction, unit level productivity, restaurant unit growth and franchise community financial restructurings.



As CEO of Macro Trends Franchise Group, he directed the mergers and acquisitions, operations, financing and marketing of international brand, franchise restaurants.

Education

Richard Trutz is a graduate of the University of California, Davis, Masters of Business Administration Program. He has been a frequent invited speaker in both industry and academic symposiums, including the distinguished Cisco / Surgency, Inc. lecture series at MIT. Richard Trutz speaks on e-business and brand strategy transformations.

Course Grading Points

COURSE SESSION ACTIVITIES

VIDEO CASE STUDIES ONLINE DISCUSSIONS 7

NUMBER

ONLINE CHAPTER EXAMS

CASE STUDIES WRITTEN / DROP BOX 4

13

COURSE PROJECT

HOT TOPICS SESSION DISCUSSIONs

1

4

30%

16%

FINAL EXAM 1

COURSE GRADE % WEIGHTING

14%

20% 13% WEEKLY EXAMS 7% FINAL EXAM

20%

Marketing 337 – Marketing Strategy and Planning - SPG 09 – Cyber Campus - Page 10 of 14 Instructor – Richard Trutz _____________________________________________________________________________________

Course Schedule of Activities

COURSE SESSION

VIDEO CASE STUDIES

ONLINE EXAMS AND FINAL EXAM

CASE STUDIES WRITTEN

COURSE PROJECT

HOT TOPICS SESSION DISCUSSION

COURSE GRADE WEIGHTING

14%

20%

20%

30%

16%

PER ITEM 4 POINTS

13% WEEKLY EXAMS

PER ITEM 10 POINTS

PER ITEM 62 POINTS

PER ITEM 8 POINTS

CASE STUDY WRITEUPS DUE IN DROPBOX

MARKETING PLAN SESSION MILESTONES DUE IN DROPBOX

HOT TOPIC ONLINE DISCUSSION

OPTIONAL INSTRUCTOR CONFERENCE CALL EACH SESSION

PER ITEM 2 POINTS 7% FINAL EXAM PER ITEM 7 POINTS

WEEKLY SESSION DATES

ONLINE VIDEO CASE STUDIES FOR DISCUSSION

ONLINE EXAMS BY CHAPTER PLUS FINAL PROCTORED EXAM

EVERY TUESDAY AT 6:00 PM PST THE INSTRUCTOR WILL BE AVAILABLE FOR ANY QUESTIONS CALL (712) 432-0800 CODE 888996#

1.

Levi’s

2.

Diversity

3.

Chapter 1

Chapter 2

Select Brand / Product Service Build your marketing vision Define your ideal customer

OPTIONAL

OPTIONAL

Apple iPhone

OPTIONAL

Marketing 337 – Marketing Strategy and Planning - SPG 09 – Cyber Campus - Page 11 of 14 Instructor – Richard Trutz _____________________________________________________________________________________ 4. Celestial Teas Chapter 3 Identify your OPTIONAL difference 5. Chapter 4 Google, Inc Develop your OPTIONAL message 6. Chapter 5 Build a Toyota Prius OPTIONAL product/service mix 7. Campbells V8 Chapter 6 Create OPTIONAL marketing materials 8. Chapter 7 Intel Corp Use the power OPTIONAL of the Internet 9. Chapter 8 Retain loyal Xbox 360 OPTIONAL customers 10. Mazda Chapter 9 Build your team OPTIONAL 11. Chapter 10 Wal-Mart Plan and OPTIONAL schedule marketing activities 12. Chapter 11 Forecast sales Golden Gate OPTIONAL and budget University expenses 13. Airwalk Chapter 12 Understand OPTIONAL your numbers 14. Chapter 13 Online Finalize Plan OPTIONAL Music 15. Finalize Plan OPTIONAL 16. FINAL EXAM SUBMIT PLAN OPTIONAL

University Library Find the GGU Library Home Page at http://www.ggu.edu/library/home.html.

There are several databases available through the Golden Gate University Library for students to conduct research on various topics. Remote (off campus) access to the databases requires your last name and student ID# (located on the front of your ID card). Be sure to type in ALL 7 digits, including the starting 0. Example: 0123456.

Academic Integrity Policy GGU's Policy on Student Academic Integrity is in effect at all GGU teaching locations, including regional classroom sites, corporate sites, and distance courses delivered in any medium. This policy applies to all business, taxation, and technology students at Golden Gate University.

Marketing 337 – Marketing Strategy and Planning - SPG 09 – Cyber Campus - Page 12 of 14 Instructor – Richard Trutz _____________________________________________________________________________________ Academic integrity means doing academic work in a manner that strives to achieve the learning objectives your courses have set out for you. It means that you follow the rules and procedures prescribed by your instructors so that you acquire the skills and knowledge your courses are designed to give you. It means that you engage in ethical practices in taking tests and doing assignments and that you respect intellectual property rights by fully disclosing sources of information that appear in your papers and presentations.

GGU provides many resources and services that assist you in learning the required research and documentation skills. Please read GGU’s Policy on Student Academic Integrity: Policy on Student Academic Integrity

Disability Accommodations Golden Gate University seeks to ensure that all programs and services are fully accessible to students with disabilities who identify and express their needs.

Information regarding The Americans with Disabilities Acts and GGU’s policies and services can be found at: http://www.ggu.edu/student_services/disability_services .

Documenting Sources Just 4 Rules

1. For short passages (usually under 40 words) quoted word for word, “put the quoted material inside quotation marks (like this is), and provide the author, date and page number in parentheses right after the quotation” (Jones, 1999, p. 76).

2. For longer quotations,

Instead of quotation marks, the quoted material gets its own paragraph, and the entire paragraph is indented (given wider margins than the rest of the paper, like this paragraph). Then the author, date, and page number appear in parentheses at the end of the paragraph, and outside the last period. (Jackson, 2003, p. 229)

Marketing 337 – Marketing Strategy and Planning - SPG 09 – Cyber Campus - Page 13 of 14 Instructor – Richard Trutz _____________________________________________________________________________________ 3. If you use material from another source but change the wording (called paraphrasing), give the author and date in parentheses (Jones, 1999).

4. At the end of the paper, give full bibliographical information for all your sources on a page called References. There are different styles for documenting sources. GGU recommends the APA style, which is used in the social sciences. An instructor, however, may require another style, so ask. APA references (for a web site, book and journal article) look like this:

References

Archer, Z. (n.d.). Exploring nonverbal communication. Retrieved July 18, 2001, from http://zzyx.ucsc.edu/~archer Highmore, B. (2001). Everyday life and cultural theory. New York: Routledge. Morawski, J. (2000). Social psychology a century ago. American Psychologist, 55, 427-431. Note that references from the Web must contain a retrieval date (see Archer sample above). Don’t just list the URL, but put in as much information as you can about any author, and section or area of the Website so others can retrace your steps.

Research and Documentation:

6 Free Resources (Live and Online) for GGU Students

1. For detailed information on using and citing sources using APA, MLA, and other styles, consult A Writer’s Reference by Diana Hacker, the textbook used in GGU English composition classes, available at the GGU Bookstore, or consult the free website http://www.dianahacker.com/resdoc/. Remember that business is a social science and so use the format listed under Social Science.

2. The University Library’s website offers a wealth of information to guide you through the research process. Resources include a sample research paper and detailed information on evaluating and citing sources. New at the Library website is RefWorks, a

Marketing 337 – Marketing Strategy and Planning - SPG 09 – Cyber Campus - Page 14 of 14 Instructor – Richard Trutz _____________________________________________________________________________________ management tool that keeps track of articles you find as you do research. Go to http://www.ggu.edu/university_library to access the many GGU Library resources.

3. An online tutorial, Core Competitive Research Skills CyberCourse, is designed to help you find, evaluate, and use library and online sources in your projects and papers. In every step of the tutorial, a reference librarian is available to help with specific research needs and questions. The tutorial is free and can be accessed at http://www.ggu.edu/university_library/research/researching_a_topic

4. At the Writing Center, located in Room 5307 at the San Francisco campus, you work one-on-one with experienced writing tutors (most of them GGU instructors) who are familiar with the types of writing assignments common in GGU courses.

5. The Online Writing Lab (OWL) offers online writing help to GGU students. OWL tutors help you solve specific problems in the work you submit, and guide you through the writing process. Go to http://www.ggu.edu/general_education/english_and_communications/online_writing_lab