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Dr. Carol Bienstock Mktg445: Marketing Strategy (Sections 01 & 02, Index 20877/20878) |
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| Home | Vita | Links | Radford University | Department of Marketing| College of Business & Economics | |
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Course Description and Objectives This course focuses on business level marketing strategy and is designed to provide an in depth analysis of the issues that impact the marketing function. It assumes you have developed a basic understanding of marketing concepts and principles and have had in-depth exposure to some of the specialized areas of marketing. The primary objectives of the course are: 1. To increase your understanding of the
interrelationships among business environments and marketing strategies; This syllabus is designed to provide a general plan for the course. Deviations may become necessary. Prerequisites MKTG340 (Principles of Marketing). Required Texts 1. Markstrat Online Student Handbook and software license, Stratx. PLEASE NOTE: THE BOOKSTORE DOES NOT HAVE THIS BOOK OR SOFTWARE LICENSE. YOU MUST PURCHASE IT DIRECTLY FROM THE PUBLISHER, STRATX (www.stratxstore.com). An e-version of the Markstrat Handbook and software license is $50. 2. Marketing Strategy, 6th ed., Walker, McGraw Hill, 2007; ISBN 9780073529899. 3. Outliers: The Story of Success, Gladwell, Malcolm, Hatchette, 2008; ISBN 9780316017923. Academic Integrity I view academic misconduct as a serious breach of trust and integrity in your roles as a student and a human being. Academic integrity is an essential part of any institution of learning. Radford University's Honor Code outlines certain actions or activities that are not consistent with academic integrity:
I am deeply committed to maintaining an environment of academic integrity in this classroom. Suspected acts of academic dishonesty will be investigated and reported consistent with the policies of Radford University. WebCT Please note that the WebCT section that we'll be using this semester is the MKTG445 "all sections" link.
Course Grade
Grading Scale: A >= 90% B 80% - 89% C 70% - 79% D 60% - 69% F <= 59% Text Assignment Questions During each class meeting, I'll pose a few questions about the week's text reading assignment in WebCT - - and you'll respond to them individually before we discuss them as a group. The purpose of this is to focus your attention on the week's material and provide a stimulus for discussion. These questions are to be answered individually - you may not consult other students. This means you are prohibited from talking with or otherwise communicating with other students during the assignment. The use of cellphones, Blackberries, PDAs, email, IM or any other electronic modes of communication or devices (except calculators) are prohibited. Anyone observed communicating with other students or using any of these devices will receive a 0 for the assignment - no exceptions. Professionalism A portion of your course grade will be determined by my perception of your professionalism, including the quality of your participation and contributions to class discussions, your team's record of submitting Markstrat decisions on time, and your overall demeanor with respect to the class (e.g., on time arrival to class; adequate preparation for class discussion; not "checking out" during class by making online purchases, being on facebook, checking email, etc.) Outliers Assignments Over the course of the semester, we'll be reading Outliers, by Malcolm Gladwell (who also wrote Tipping Point). Periodically (see Tentative Class Schedule for dates), I'll ask you some questions during class in WebCT for the section of the book assigned. The idea is to stimulate class discussions of the reading assignments. Company Stock Price Index (at end of Period 10) At the end of Period 10 of the Markstrat simulation, the stock price indices for each team will be ranked in descending order, and each member of the team will receive points based on their team's stock price index ranking, as well as their individual peer evaluations. The stock price index is affected by multiple factors, e.g., market share, net contribution, cumulative net contribution, R&D expenditures. Unfortunately, just as in the "real world," there is no formula available for computing the stock price index from these multiple factors. It is important in the early periods of the game to get a strategy in place, thus enhancing your team's position for the last periods. All teams will begin the simulation with an equal chance to win. Peer Evaluations Twice during the semester I'll ask you to evaluate yourself and your simulation team members in terms of their contributions to your team's performance in the Markstrat strategy simulation. The format of this evaluation will be an online survey - I'll send you the link at the appropriate time. Markstrat Strategy Presentations At the end of the semester, after the simulation is competed, your team will present the results of their efforts. I appreciate and expect that you are all adults who face many demands and are here to get as much out of this course as possible. Your attendance and active participation is essential if we are to have a lively and useful course experience. This means coming to class, being prepared, asking intelligent questions, contributing when appropriate, and listening attentively when appropriate. Please grant me and your fellow students the courtesy of arriving for class on time and not leaving before class is over. Individuals who come into class after it has started or leave before it is over are exhibiting unprofessional behavior by creating a distraction for me and their fellow students. Furthermore, please do not expect to receive credit for an assignment if you attend class only to respond to the assignment, with the intention of leaving class after the assignment is over. This is unprofessional behavior and you will not receive credit for your response to the assignment. If you have a personal situation that requires you to leave class early, or come to class late, please discuss it with me.
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