MARKETING STRATEGY, MAR6816-691
Syllabus – Fall 2007
INSTRUCTOR: OFFICE HOURS: Dr. Karin Braunsberger OFFICE: TUESDAY 306 Bayboro Station 10:00 am to 11:00 am
OFFICE PHONE: 727-873-4082 5:00 pm to 6:00 pm
Other times by FAX: 727-873-4192 appointment
TIME & T 6:00pm to 8:50pm in CLASSROOM: COB 326
 COURSE SPECIFIC SECTION
This course is an advanced study of decisions facing a marketing executive. Topics covered include
product planning, consumer behavior, promotion, sales management, pricing and marketing channels.
The course will present various concepts and tools for evaluating the marketplace (external
environment, competitors, marketing opportunities and threats), and for analyzing marketing
strategies. Specifically, the focus will be on developing, evaluating and implementing marketing
strategy at the corporate level using formal decision making techniques through case analyses.
Students will also be expected to utilize analytical techniques appropriate for solving case problems
and the development of a marketing plan.
After completing this course, students will be able to:
1. Utilize case reports to evaluate corporate problems/opportunities.
2. Identify and analyze opportunities within marketing environments using various strategic
marketing management techniques.
3. Use enhanced problem-solving skills based on the analysis of corporate marketing strategy.
4. Use financial and quantitative analysis to evaluate the current and projected performance of a
company, and/or marketing opportunities.
5. Debate case analyses and present marketing plans using both oral and written
6. Research the marketing strategies and the environment of a ―real-life‖ company, and develop
a marketing plan based on company needs and environmental restrictions.
REQUIRED TEXT: thMarketing Mistakes & Successes, 10 edition, by Robert H. Hartley, Wiley. ISBN13: 978-0-471-
DETERMINATION OF FINAL GRADE:
Evaluation Component Points Final course grades will be based upon the following: In-class exercises/quizzes 200 Team Case/Debate Exercises—Defense (100 points each) 100 Team Debate Exercises—Opposing the Presenting Team (30 points 60 each)
Marketing Plan – Part 1 30 Marketing Plan – Part 2 30 Marketing Plan – Part 3 30 Marketing Plan – Part 4 30 Marketing Plan – Final Project (Paper and Presentation) 300 Total 780
A 90.0-100.0% 702.00-780.00
B 80.0-89.99% 624.00-701.99
C 70.0-79.99% 546.00-623.99
D 60.0-69.99% 468.00-545.99
F 00.0-59.99% 0.00–467.99
Final course grades will be based strictly upon the ―Total Points‖ scale. This class will NOT use the +/- grading system.
1. Extra Credit
Extra credit, if given at all, will be offered to the entire class during a regularly scheduled class period.
Grades will not be arbitrarily changed nor will extra credit assignments or projects be given to
individuals at the end of the term UNDER ANY CIRCUMSTANCES because this would not be fair to the rest of the class.
Extra Credit, if given, often takes the form of Student Involvement in Research Projects. Student participation in marketing research studies is a common practice at research-oriented universities. It
benefits both students and faculty. Students learn more about the topic of the research, as well as the
research process. Faculty are expected to generate new knowledge through research and thus benefit
from the information provided by the study. The USF College of Business Administration has gained
national acclaim for its undergraduate and graduate business education and is also well known for
quality research. Any program or activity that improves the image and reputation of the College
increases the value of a USF business degree and can ultimately help increase the value of a USF
degree on your resume.
All research studies that involve student participants are carefully screened to ensure that they will
not be physically or mentally harmful to students and that they will not cause confidential information
to become public. Despite these safeguards, any student who objects to participating in a study will
be provided an alternate class project – often a written assignment. Most students, however, find the
research studies interesting and non-threatening. Your cooperation in such projects is appreciated.
2. Final Course Grades
Final course grades are NOT NEGOTIABLE. Grades will be changed only if a lower grade resulted from a mathematical error or if a higher grade was given by mistake. If you need a specific
grade to graduate, avoid probation, or keep a scholarship, YOU are responsible for earning that grade.
3. Description of Required Activities
a. All written outside projects have to be submitted as a paper copy AND as an electronic copy to
Safe Assignment on Blackboard.
b. In order to receive credit for a homework assignment, students have to be in class on the day the
assignment is due. This policy impacts all assignments, including group assignments. Considering
that this policy will lead to a lowering of the final grade for this class very quickly, I suggest that you
do NOT take this class during the current semester if you anticipate being gone often.
c. In-class extra credit, quizzes and exercises cannot be made up, so if you miss class (intentionally or otherwise), be prepared to accept any consequences of that decision.
d. Coming late to class is very disruptive to your fellow students and the instructor, and is officially
termed ―Disruption of the Academic Process.‖
In-class Exercises and Quizzes
Throughout the semester we will be doing a number of in-class exercises and quizzes. These
can include case analyses, case discussions, exercises tied into the lecture material, etc. Most
of these, except for quizzes, will be performed in a group setting.
ONE Major Objective of this course is to develop and fine-tune the skills necessary to work
in teams. If you fail to reach this objective, you will receive a grade of F in this course,
regardless of the grades you have earned on individual work.
A word about group work: To "persuade" each group member to participate in these group
projects, peer evaluations will be considered when giving individual grades for this project.
For this purpose, each student is expected to grade each of his or her group members (be
honest, this is absolutely confidential), and hand this grading sheet to the instructor on the
day the project is due. If you have problems with your group or specific group members,
come to me to talk about it before things get ugly. I do not support "free-riding," therefore I
will allow groups to drop certain group members who choose not to participate in the project.
Note: Even though the peer evaluations are confidential (meaning that I will not disclose who
downgraded whom), you need to be aware that group members who have been downgraded
will know that they have been downgraded as soon as grades are posted on Blackboard.
Further, for peer evaluations to count, you will have to get them to me on the day the group
assignment is due. No exceptions!
i. Team Case/Debate Exercises—Defense and
ii. Opposing the Presenting Team
Each student will be part of a team (team size depends on class size). Each team will choose
one case that it will have to present and debate. The team debate exercises can be found at
the end of each case. Each case features 2-3 such exercises. The team in charge will have to
address all of the exercises but get to choose which position it will defend. Each team will
have to let the remainder of the class know at least one week in advance which positions it
All other teams will participate in the discussion by defending the opposing view, and have
to hand in a one-two page summary of the points they wish to make when opposing the
Oral Presentation: At the beginning of class on the day of the presentation, the team in
charge of presenting its case is required to hand me the master copies of its PowerPoint
Presentation (all teams are required to use PowerPoint for their presentation). A team
member has to be present and share equally in the presentation to earn a grade for this
assignment (no exceptions!).
Grading will be based on how well the case and the debate are presented, as well as the
quality of organization, clarity of explanations, logic of the analysis, quality of support given
basic assumptions and arguments, quality of illustrations and exhibits, quality of class
discussion the team is able to generate, handling of questions from the class, and overall
cohesiveness and professionalism of the presentation.
You are welcome to use outside material on marketing information. That is, if you feel rusty
on certain marketing issues such as channels of distribution, advertising or others, you are
encouraged to consult outside material. At the end of the presentation, you are expected
to give an update on the company.
Presentations should be planned and rehearsed so that they take an average of 50 to 60
minutes. The team will generally share one grade for the presentation. However, I reserve the
right to lower a grade if peer evaluations indicate a team member did not do his/her share of
Please note that you do not have to submit a written analysis for this group project. In return,
I do expect that you will be detail-oriented in the presentation of the cases and debates, and
that you will prepare PowerPoint slides that contain enough information to make sense (do
not crowd your slides!).
iii. Marketing Plan
Each group will work closely with the representative of a nonprofit or public sector agency,
research the agency thoroughly, and develop a marketing plan for it. This marketing plan is
supposed to outline the solution to a problem that will be identified by the nonprofit/public
sector representative. Students will be introduced to the representatives of the
nonprofit/public sector organizations during class early in the semester. After having chosen
―their‖ nonprofit/public sector organization and met ―their‖ representative (i.e., client),
student teams and their clients will be responsible for subsequent communications.
All of the organizations will be either local or a local chapter of a national nonprofit or
government group. Therefore, all projects are anticipated to benefit the organizations, the
students working on these projects, the university, and the community at large. For example,
a marketing plan designed to help the Fish and Wildlife Research Institute save hundreds of
manatees would be expected to help conserve the environment, and through it benefit the
local economy by keeping the area attractive to local residents and tourists. And a marketing
plan written for the local chapter of The Ocean Conservancy and targeted at getting local
boaters involved in the coastal cleanup would serve the same purpose. In other words, all of
these projects are anticipated to have economic impacts on the local area. Importantly, the
projects are to serve as a learning tool for students, helping students to apply the theoretical
knowledge gained in this and prior marketing classes to solve a ―real life‖ problem. These
projects are also designed to help students fine-tune their team building, communication, and
All student teams are expected to take these projects seriously and treat the representative of
―their‖ nonprofit/public sector agency as their ―client.‖ Each student team is expected to not
only do high-quality secondary research, but also engage in the collection and analysis of
primary research (i.e., you will have to conduct focus group research and/or perform a
quantitative study using a questionnaire – get an early start, this is going to be time-
consuming). It is estimated that each student team will spend approximately 15 to 20 hours
communicating with its client AND collecting primary data in the community. More details
on this assignment are contained in the handout ―Marketing Plan Format.‖
The Marketing Plan is divided into a number of smaller projects which are due throughout
the course of the semester: (1) External Analysis, (2) SWOT Analysis, (3) Results of
Personal Interviews, and (4) Results of Survey. The Final Marketing Plan is due at the end of
At the end of the semester, the final project will have to be presented to class (please
remember that copies of the master slides of your presentation will have to be handed in at
the beginning of the class period). The representatives of the nonprofit agencies and the
USFSP Public Relations Office will be invited to attend the presentation.
Evaluations at the end of the semester will include:
(1) Each of the representatives will be asked to evaluate his/her student team in terms of
professionalism, communication skills, quality of communication throughout the semester
(did you stay in touch with your ―client‖ and did you get the input and approval of your
―client‖ before you did primary research and decided on major steps in the marketing
plan?). Each client will also be asked to evaluate the usefulness of the respective
(2) Each student team will be asked to evaluate its representative in terms of professionalism,
communication skills, quality of communication throughout the semester (did your client
stay in contact with you? did your client answer your questions in a timely manner? did
your client provide you with instructions that were concise and useful?). Student teams
will further be asked to provide feedback on the usefulness of the project and on the value
of the network they should have developed through this project.
(3) Documentation of publicity, and if available, other materials documenting community
impact of student projects.
(4) Graded marketing plans (please follow the instructions given in the handout ―Marketing
Written Project: Each team is also required to submit the final report in writing. In addition
to the criteria used to evaluate oral presentations, grammar, spelling and neatness will be
considered in evaluating the written report. The written project should be typed (using a
word processing package), single-spaced, 10-12 CPI, and approximately 40 to 50 pages in
length (excluding table of contents, exhibits, appendices and bibliography). The written
analysis is due on the day of the presentation.
TENTATIVE COURSE SCHEDULE/OUTLINE FOR Fall 2007:
1 Aug 28 Course Orientation
Introduction to the Marketing Plan
Division into Groups
2 Sep 04 Representatives of the Nonprofit Organizations/Public Sector Agency will
present the marketing plan projects Introduction to the Marketing Plan
Introduction to the Marketing Plan—continued
3 11 Lecture: Understanding Social Marketing
1. Defining Social Marketing
2. Outlining the Strategic Marketing Planning Process
3. Discovering Keys to Success
Lecture: Analyzing the Marketing Environment
1. Mapping the Internal and External Marketing Environments 4 18 Team Case/Debate Exercise: Airliner Wars: Boeing vs. Airbus
Lecture: Analyzing the Marketing Environment – continued
2. Qualitative Research – Personal Interviews/Focus Group Interviews
3. Quantitative Research – Conducting Consumer Surveys
5 25 Marketing Plan: Each group will formally introduce the organization for
which it will prepare the marketing plan. You will have to present background
information on the organization, including the product statement and the
situation analysis. Prepare PowerPoint slides; make sure you hand in the
master copies at the beginning of class (2 slides per page).
Read: Burger Wars: McDonald’s vs. Burger King, Yum et al. 6 Oct 02 Marketing Plan: Each group will present a thorough SWOT analysis for the
organization for which it will prepare the marketing plan. Prepare PowerPoint
slides; make sure you hand in the master copies at the beginning of class (2
slides per page). Also, you will have to hand in the tables relating to the
Lecture: Establishing Target Audiences, Objectives and Goals
1. Selecting Target Markets
2. Setting Objectives and Goals
3. Deepening Our Understanding of the Target Audience and the Competition 7 09 Team Case/Debate Exercise: Al Dunlap Savages Scott Paper and
Lecture: Survey Research
8 16 Team Case/Debate Exercise: Hewlett-Packard under Carly Fiorina
Read: Toys ―R‖ Us: Trying to Defend against Walmart 9 23 Team Case/Debate Exercise: Maytag: An Incredible Sales Promotion in
Lecture: Developing Social Marketing Strategies
1. Product: Designing the Market Offering
2. Price: Managing Costs of Behavior Change
3. Place: Making Access Convenient
10 30 Marketing Plan: Each group will present the outcome of the personal
interviews/focus group interviews it conducted. Prepare PowerPoint slides;
make sure you hand in the master copies at the beginning of class (2 slides per
Lecture: Developing Social Marketing Strategies – continued
4. Promotion: Creating Messages
5. Promotion: Selecting Media Channels
11 Nov 06 Team Case/Debate Exercise: Harley-Davidson—Creating an Enduring
Read: Merck’s Vioxx Catastrophe
12 13 Team Case/Debate Exercise: Boston Beer—Is Greater Growth Possible?
Marketing Plan Workshop
13 20 Marketing Plan: Each group will present the outcome of the consumer
survey it conducted. Prepare PowerPoint slides; make sure you hand in the
master copies at the beginning of class (2 slides per page).
Lecture: Managing Social Marketing Programs
1. Developing a Plan for Evaluation and Monitoring
2. Establishing Budgets and Finding Funding Sources 14 27 Read: Southwest Airlines—―Try to Match Our Prices‖
Lecture: Managing Social Marketing Programs – continued
3. Completing an Implementation Plan and Sustaining Behavior
4. Making Ethical Decisions
15 Dec 04 Presentations of the Marketing Plan: Each group will present the final
marketing plan. Prepare PowerPoint slides and make sure you hand in the
master copies at the beginning of class (2 slides per page). Please bring an
extra copy of the slides for your client and one for the representative of USF’s
Public Relations Department. The written project is due as well, including the
four parts that have already been presented to the class.
Please Note: Last day to drop with ―W‖ is November 3rd. I reserve the right to make changes to the syllabus as necessary. Remember, it is your
responsibility to keep up with any announced changes.
KEY LEADERSHIP SKILL(S) AND PERSPECTIVES ADDRESSED IN THIS COURSE:
Numbers indicate levels 0-5.
4 (f) 5 (g) 5 (a) 5 (b) 5 (c) 5 (d) 4 (e)
a. Interpersonal and Communication Skills – Teamwork, presentations, and discussions
throughout the course; meetings with client(s).
b. Analytical and Critical Thinking Skills – Teamwork, presentations, discussions &
assignments throughout the course, especially the marketing plan and the case studies;
meetings with client.
c. Information Technology Skills – Use of computer software for presentation purposes
throughout the semester, use of library databases for case assignments and marketing plans,
use of statistical software for data analysis purposes.
d. Reflective Thinking and Experiential Learning – Teamwork, presentations, discussions &
assignments throughout the course, especially the marketing plans the case studies.
e. Ethical and Social Consciousness – Case Studies Al Dunlap Savages Scott Paper and
Sunbeam, Merck’s Vioxx Catastrophe; marketing plans.
f. Multicultural Competence – Case Studies Burger Wars, Airline Wars, Maytag, Harley-
g. Corporate Social Responsibility – Case Studies Al Dunlap Savages Scott Paper and Sunbeam,
Merck’s Vioxx Catastrophe; marketing plans.
My philosophy is that you have to apply yourself to learn the materials covered in any of your classes.
There is normally a very strong correlation between amount of diligent effort put forth and successful
learning outcomes. To aid this process, students are expected to be prepared for class (that also
means that you are expected to come to class) and intelligently participate in discussions.
Students may not use any notes or project presentations obtained from students who may have taken
this course or similar courses in the past. All work and presentations are to be original and done for
the purposes of this particular section of Marketing Strategy.
Civility in the Classroom:
Since every student is entitled to full participation in class without interruption, all students are
expected to be in class and prepared to begin on time. Students are also expected to behave in a
mature and professional manner at all times, that is, displays of aggressive or other unwarranted
behavior toward any fellow student or the professor will not be tolerated (that includes temper
tantrums!). Further, all pagers, cellular phones, electronic games, radios, tape/CD players or other
devices that generate sound must be turned off when you enter the classroom. In short, disruption of class will not be permitted. Disruptive behaviors include things such as: latecomers, aggressive
behavior of any kind, leaving early, noisy devices, intoxication or other inconsiderate behavior (i.e.,
sleeping, reading for pleasure, working on outside assignments, unprofessional Email, excessive
talking, eating/drinking). A warning may be given for the first offense, however, repeated violators
will be penalized and may face expulsion from the class and/or other disciplinary proceedings. Please
be considerate of your fellow classmates.
Methods of Instruction:
Case method, case discussions, lectures, videos, participation, quizzes, homework assignments, in-
class exercises and projects.
Quality of Work:
1. All outside assignments/exercises must be typed (use of a computer is mandatory!!!).
2. Spelling and grammatical errors are unacceptable. If your errors get out of hand, your work
WILL BE DOWNGRADED.
3. All assignments will ONLY BE ACCEPTED ON THE DAY THEY ARE DUE. NO
EXCEPTIONS!!! So, please DO NOT ASK for one. Further, you have to be IN CLASS
on the DUE DATE to receive credit. Here again, NO EXCEPTIONS WILL BE MADE!!!
4. All work should look professional. This is a marketing class, appearances are important in the
selling process (i.e., you are trying to sell your work to me).
Regular and punctual attendance is expected and mandatory at all times (see above for more details).
In case of absence it is your responsibility to get notes, assignments, etc., from another member of
the class. Absence is not a legitimate reason for being unaware of announced changes in class
activities and dates for assignments.
Office hours are designated for students who come to class on a regular basis and have questions
about the course material and/or need help with assignments.
 UNIVERSITY/COLLEGE OF BUSINESS SECTION
See USF Policy on Academic Dishonesty and Disruption of Academic Process at:
Because of the University’s commitment to academic integrity, plagiarism or cheating on course
work or on examinations will result in penalties. Penalties in this particular section of MAR 4824
range from a grade of ―F‖ or ―FF‖ for the course to expulsion from the university. Any incident of
academic dishonesty will be reported to the dean of the college. Definitions and punishment
guidelines for Plagiarism, Cheating, and Student Disruption of the Academic Process may be found at
in the current catalog (see above website).
All work that is completed outside the classroom will have to be submitted to Safe Assignment,
which is accessible through Blackboard and is a plagiarism detection software. Assignments are
compared automatically with a huge database of journal articles, web articles, and previously
submitted papers. The instructor receives a report showing exactly if and how a student’s paper was
STUDENTS WITH DISABILITIES:
Please notify your instructor during the first two weeks of class if you have a learning disability or
require special assistance with this course. Confidential personal and learning assistance counseling
are made available to students through the Division of Student Affairs.
Contact R. Barry McDowell (firstname.lastname@example.org) for more information.
Students who anticipate the necessity of being absent from class due to the observation of a major
religious holiday must provide advance notice of the date(s) to the instructor, in writing, during the
first two weeks of class.
Notes or tapes of class lectures are NOT permitted for purpose of sale.