Strategic Marketing Management

Masters in Business Administration

MBA 617

Breyer State University

Professor: Eric H. Freeman, MBA, BS.

Syllabus

"Marketing requires separate work, and a distinct set of activities.  But, it is a central dimension of the entire business.  It is the whole business seen from the point of its final result, that is, from the customer's point of view.  Concern and responsibility for marketing must permeate all areas of the enterprise."

Peter Drucker, Management

COURSE OVERVIEW

This course introduces basic concepts of the marketing process from the perspective of the marketing manager and provides a framework for the analysis of marketing management problems.  A key focus is to develop the planning and analytical skills necessary to manage marketing plans and strategy.  Specific topics include the role of marketing in the competitive environment, the impact of technology on marketing opportunities, selection of target markets, market segmentation, the development of problem solving skills and marketing strategies in the global marketplace.

TIME FRAME

This is a five-semester hour course. This course is allotted ten weeks of time. You must complete all of the requirements for the course successfully by the end of the ten-week period. The first day of week one will begin the day that you register for the course, or the day which you notify me that your textbooks have arrived and you are ready to begin your studies. Please be cognizant of the time frame. It is rare that extensions of time are permitted, unless you have good justification. Upon successful completion of this course, you will be awarded five semester hours of credit.  

TEXTBOOK-There is one (1) required textbook for this course.  
 
Marketing Management

Author(s): Etzel, M., Walker, B., Stanton, W
ISBN:  73252891
Edition / Copyright: 13th E
Publisher: McGraw-Hill
Book Type: Hardback

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ASSIGNMENTS

Student Biography

Once you start the class, email me (kitzo@comcast.net) an informal (this is not graded) biography about yourself, your background, career, etc. Make sure to include your contact information including phone number and email address so that I can contact you if necessary.

Paper 1-eBay Case Study (pg. 79).  Answer the 3 questions located on page 81.

Paper 2- Southwest Airlines Case Study (pg. 381).  Answer the 3 questions located on page 381.

Paper 3-Nike Case Study (pg. 561).  Answer the 3 questions located on page 563.

Final Paper- Integrated Marketing Communications.  In order to complete this paper, you will:

1. Select a company and describe its IMC strategy.
2. Evaluate the selected company’s IMC strategy (Strengths…Weaknesses).

Note:   EACH paper should be between two (2) and four (4) pages in length.  Submit your paper according to the guidelines listed below.

SUBMISSION OF ASSIGNMENTS
 
Because this is a graduate level course in business, all written material should be properly documented according to some accepted academic style (i.e. APA, MLA, etc.). If you are not familiar with any manuscript style, I suggest obtaining a copy of the Publishers Manual of the American Psychological Association to guide you with citing references. Beyond documentation, you can submit your assignments in any attractive and readable format. All written assignments should be emailed to me (kitzo@comcast.net) as a word attachment. 

POINT DISTRIBUTION

1). Ebay case study paper 250 Total Points
2). Southwest Airline case study paper 250 Total Points
3). Nike case study paper 250 Total Points
4). Final Paper: IMC paper 250 Total Points
Total points available 1000 total points for the class

GRADING-The grading scale for this course is as follows:
90-100%    = A
80-89%      = B
70-79%      = C
Below 70% = Fail  

COMMUNICATION

You are encouraged to communicate with me. I am available as a teacher, coach, and mentor to assist you in meeting your goals for this course. Primarily, communication is through email.  Our classroom for this course has a "chat" room. I am also very willing to meet with you one-on-one in the chat room at your request.  Please keep my email address handy so that you can contact me. If at any time during this course you change your email address, please be sure to notify me right away.

ABOUT YOUR INSTRUCTOR

My name is Eric Freeman and I will be your course instructor. Prior to becoming a teacher, I worked as a Director of Marketing for J.A. Freeman & Son, Inc. This company manufactures hay baling and hay handling equipment.
After 11 years as a Director of Marketing, I decided to become a marketing instructor. Thus, I have been a marketing instructor for over 6 years!
I have worked for my family business (J.A. Freeman & Son, Inc., 115 yr old company) for 10 years as a Director of Marketing.  In addition, I am also a member of the American Marketing Association.
I currently reside in Portland, Oregon with my wife and three children ages 15, 14, and 9.
I am very excited about the opportunity to be your marketing instructor this quarter. You will find this to be a rich experience, as we will all participate in the learning process.

COURSE OBJECTIVES - The objectives for this course are:

1. The components of an organization’s strategic marketing program including how to plan, price, promote, and distribute goods, services, ideas, people, and places.
2. Marketing’s relationship to other departments within the firm and to factors outside the organization, such as the economy, competition, suppliers, and political-legal groups.
3. The application of marketing principles to organizations other than for-profit businesses.
4. Why and how customers are considered in strategic marketing plans.

COURSE OUTLINE:

INFORMATION: If you have any questions regarding this program, you may contact the instructor at kitzo@comcast.net.

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