Graduate School of Business

KOÇ UNIVERSITY Graduate School of Business

MKTG 902 - MARKETING MANAGEMENT II Spring 2009

Class Hours: Saturday (CAS Z48) Instructor: Dr. Esra Gençtürk, Ph.D. Office: CASE 168 Office Hours: Saturday 13:30 – 14:30 and by appointment Telephone: (212) 338-1669 E-Mail: [email protected] ------T.A. Tuba Koç Ceren Demirci Office: CAS 167 (ext: 1760) CAS 175 (ext. 1760) Phone: 0-555-613-2643 0-532-503-7995 E-mail: [email protected] [email protected]

COURSE OBJECTIVES

The course will acquaint the student with strategic marketing planning frameworks as well as analytical and decision-making processes involved in formulating and implementing marketing strategies. It presents a decision oriented, integrative, dynamic view of marketing strategy with a market-customer and competitor-perspective. The course also develops a view of marketing as a major component of corporate strategy and brings marketing management into close alignment with rapidly growing practice of corporate strategic thinking. Strategies for building new brands/markets as well as those for extending and defending the equity in established brands/markets are analyzed.

The primary objective of this course is to explore issues in strategic marketing and key factors that influence the formulation of marketing strategy. A second thrust of the course is to link strategy to organizations by focusing on organizational systems and processes as they relate to strategy formulation and implementation. The readings and examples used in the course expose students to diverse settings in terms of the sizes of organizations involved, the types of markets they serve, and the nature of the good they market.

COURSE TEXT AND MATERIALS

 Walker, Mullins, Boyd and Larréché (2006), Marketing Strategy (McGraw Hill-Irwin 5th edition).  MARKSTRAT3 Simulation Game Manual  Readings to be accessed from:  F:/course/gsb/mba/mktg902/share  http://portal.ku.edu.tr/~egencturk/  teaching  MKTG 902 (user name and password to be furnished in class) Gençtürk/MKTG 902 Page 2 Syllabus ’09

COURSE FORMAT

The pedagogy of the course will include readings, interactive lectures, teamwork, and a marketing strategy simulation game. The course emphasizes learning-by-doing with the idea that we internalize rather than memorize marketing strategy related issues. Hence, rather than merely rehashing concepts developed in the readings, class sessions will be devoted to probing, extending, and applying the course material. Preparation and participation by students are an essential part of the course. The course also involves substantial teamwork where students are expected to present persuasive oral and written reports.

COURSE COMPONENTS

 Exam. One closed book, comprehensive exam will be taken individually at the end of the course during the prescribed time noted on the syllabus. The examination format may draw from some or all of the following types of questions: a) short answer questions; b) analysis of mini cases; and c) analysis of contemporary real-world marketing strategy issue/concern extracted from business press reports. There will be no make-up exams except for documented medical reason.

 Simulation Game. A computer simulation game will occupy a significant part of our time and activity throughout the course. For this exercise, the class will work in groups since the simulation is sufficiently complex to provide a realistic setting, and hence too overwhelming for one person to run alone. Each team will assume the role of marketing management of a firm in the computer simulated environment and make strategy decisions at multiple points in time. The advantage of the simulation game is that it will provide all of us with a common context in which we can apply the principles of marketing strategy. It will also allow us the opportunity to test alternative actions and analyses without the cost of implementing them in real setting. A detailed handout describing the game and the assignments will be distributed in class before the start of the game.

 Class Attendance and Participation. I treat class meetings as professional commitments and expect you to do the same. Hence, we should all intend to be present for all class sessions and arrive on time. If, for any reason, you must miss a class or are not prepared to participate, kindly let me know in advance.

Students are expected to participate in class discussions, as called upon by the instructor, and on a voluntary basis. The participation grade is based on the quality of participation in every single class. Thus, to earn a high score on the class participation component of this course it is necessary for the student to attend class regularly and to constructively participate in class. Quality participation means making a substantive contribution that moves our analysis and understanding forward. It is particularly important that your comments fit into and build upon previous comments, so that the total learning experience for all of us is cumulative. Therefore, comments that demonstrate a thorough Gençtürk/MKTG 902 Page 3 Syllabus ’09

analysis of the issues presented by each case and/or article, reflect an awareness and appreciation of the remarks made by fellow students, and add to the flow of the discussion as well as the learning process of the class will receive high grades.

PERFORMANCE EVALUATION

The final grade for this course will be a function of student’s performance in three distinct components of the course. The explicit weights of each component are:

Strategy Simulation: 300 points Exam 300 points Attendance/Participation: 100 points 700 points

A curve will not be used in determining the letter grade for the course. A letter grade for the course will be assigned based on the arithmetic sum of all points earned where A = 700-665 pts; -A = 664-629 pts; +B = 628-605 pts; B = 604-581 pts; -B = 580-557 pts. +C = 556-533 pts; C = 532-509 pts; -C = 508-485 pts; +D = 484-449 pts; D = 448-413 pts; and F = 412 or below. Gençtürk/MKTG 902 Page 4 Syllabus ’09

COURSE SCHEDULE

The following course outline indicates the dates when selected topics will be covered. If changes in the schedule for topics, assignments or exams are necessary, students will be held responsible for the revised schedule, which will be announced in class.

WEEK DATE TOPIC(S) ASSIGNMENT___ 1 07/03 Introduction to the Course Syllabus Marketing’s Influence on Strategic Thinking Ch. 1 ------Overview of MARKSTRAT Markstrat Markstrat Practice Run (SOS 180) ______2 14/03 The Meaning and Evolution of Strategic Thinking R: S1 Company Analysis: Corporate & Business Strategies Ch. 2&3/R: S2 Due: Markstrat Decision 1 (by 9:15am) ______17/03 * Due: Markstrat Decision 2 (by 13:00) ______3 21/03 Competitor Analysis Ch. 4-6/R: S3 Due: Markstrat Decision 3 (by 9:15am) Due: Management Report I (by 9:15am) ______4 28/03 Customer Analysis: STP Ch. 7&8/R: S4 Strategies for New Market Entry Ch. 9/R: S5 Due: Markstrat Decision 4 (by 9:15am) ______01/04 * Due: Markstrat Decision 5 (by 13:00) ______5 04/04 Strategies for Growth Markets Ch. 10/R: S6 Strategies for Mature & Declining Markets Ch. 11/R: S7 Due: Markstrat Decision 6 (by 9:15am) ______07/04 * Due: Markstrat Decision 7 (by 13:00) Due: Markstrat Management Report II (by 13:00) ______7 11/04 E X A M (10:00 – 13:00) ------Markstrat Debriefing (14:00-18:00)

* Please note that Markstrat decisions 2, 5 and 7 are to be submitted on a non-class day. Gençtürk/MKTG 902 Page 5 Syllabus ’09

COURSE POLICIES and GROUND RULES

 Classes should be viewed as professional commitments. Please plan to arrive on time for class. Late arrivals unfairly distract those already in class and interrupt the on-going class discussion.  Please use the placard with your name on it. You are asked to display the placard and maintain the same seat in the classroom throughout this course.  In view of the condensed and concentrated nature of this course, attendance is extremely critical. Unexcused absences of more than two classes will result in a 5-point deduction per missed class session.  If a student is not prepared to participate on a particular day (i.e., absent in spirit), s/he should inform the instructor before the start of class and will not be expected to contribute to class discussion on that day. Students are allowed up to two such absences during the term.  The Markstrat computer simulation game is a group assignment necessitating considerable teamwork. Therefore, each group member must actively participate in all phases of the assignment including the in-class presentation.  Each member of the group will get the same grade on all the group-based assignments. Hence, it is important to divide and complete work equitably. In order to discourage “free riders,” if a member of a group is dissatisfied with the contributions of a particular member, s/he may petition for a reduction in the grade awarded to that member. Before doing so, however, s/he is required to apprise the delinquent member of his or her poor contribution, and give the member the opportunity to “shape up.” Approach the instructor only as a last resort. Lack of complaints will be assumed to convey equal and fair contribution by all group members.  All written assignments must be typewritten, double-spaced, leave one-inch margins on all four sides, and use a font size no smaller than 12 characters per inch (no compressed print!!!).  All written assignments are due at the beginning of class on the day they are due as per the schedule. Late work will not be accepted.  Cheating, plagiarism, collusion and any other form of dishonesty will not be tolerated. University rules and policies on academic honesty will be strictly enforced. Gençtürk/MKTG 902 Page 6 Syllabus ’09

Suggestions for Critical Reading of Articles

1. What is the author(s)’ message?  Major theme (in one sentence if possible)  Purpose of the message  Author(s)’ viewpoint

2. What evidence is offered to support this theme?  Three or four key points supported by references, facts, quotes, etc.

3. How well is the argument presented?  Logical consistency  Limitations and/or assumptions  Completeness

4. How does this article relate to other work in this area?  Other authories (articles, books, etc.)  Professional experience  Anecdotal evidence and/or observation

5. What is the significance of this article for marketing management/strategy?  Managerial usefulness of ideas presented  Contribution to your understanding of the topic/issue