DEPARTMENT OF MARKETING

COLLEGE OF BUSINESS
ILLINOIS STATE UNIVERSITY
MKT 338 – Summer 2018
Dr. Leigh Anne Donovan

COURSE INFORMATION

Instructor: Dr. Leigh Anne Donovan

Course Number & Title: Marketing 338 Strategic Marketing Management

Prerequisites (Students must have met the prerequisites in order to remain in the class.)

MKT 231 and MKT 232

July 16 – August 10th

Credit Hours: 3

Location: Online. Course will be delivered through ReggieNet

https://reggienet.illinoisstate.edu/xsl-portal

INSTRUCTOR INFORMATION

E-mail: Lndonov@ilstu.edu

Communication: Best way to contact me is through email. I will always try to respond within
24 hours. We can also set up a time to instant message or have a phone session.

You must check your ISU email account.

Mission, Vision, Core Values, Strategic Goals and Action Steps

Approved by the Coordinating Team, April 22, 2011

Mission: Through our shared commitment to excellence in teaching, research, and service, we prepare students to
be skilled and ethical business professionals who will make significant positive contributions to organizations, to
communities, and to our larger society.

Vision: The first choice for business education in Illinois

Core Values:
 We value excellence in instruction and enhanced student learning. The College of Business supports the
Illinois State University tradition of excellence in teaching. We attempt to provide a holistic approach to
 learning, relying on excellent classroom teaching but reaching beyond to provide mechanisms for students
to engage faculty, industry and each other through experiential learning and individualized attention.
 We value a dedication to knowledge creation. Intellectual contributions and the intellectual discipline
required of high quality scholarship are directly related to excellence in the classroom and in our service
activities. Most of the efforts of the faculty will fall in the area of discipline-based scholarship as currently
defined, but we also value intellectual contributions in the areas of interdisciplinary research, learning and
pedagogy, and contributions to practice.
 We value a commitment to citizenship in and service to our institution, state, and nation. Our commitment
to a dynamic global business environment demands that we take an active role, both as individuals and as
a college of business, in the institutional and public processes related to our disciplines.
 We value a culture of shared governance. We operate in an environment of shared governance and we
commit ourselves to an active role in campus shared governance processes.
 We value balanced excellence in the classroom, in research and intellectual contributions, and in service
to our institution, our disciplines, and to the local, state, national and international communities.
 We value high ethical standards, as embodied in our Standards of Professional Behavior and Ethical
Standards. As a community of scholars and business professionals, we strive to embody the
characteristics of responsibility, honesty, trust, respect, and fairness in our professional and personal lives.

Linking the Mission, Vision, Core Values, Strategic Goals and Action Steps
Our mission is who we are, who we serve, and why we exist. We strive to achieve our vision. Our core
values are the foundation for determining our strategic goals. Our action steps are measureable and help
track progress toward our strategic goals.

Professional Standards

All students in this course are expected to be familiar with the "College of Business Standards of Professional
Behavior and Ethical Conduct."

Department of Marketing:

All students in this course are expected to be familiar with the Department of Marketing Policies
regarding professional behavior.

COURSE DESCRIPTION

The course is an integration of all marketing elements in a strategic planning framework. It emphasizes
areas of strategic importance, especially those that have significant implications and relevance for
marketing policy decisions in competitive situations.

As the capstone course in the marketing major a primary objective is to integrate the subject matter from
the marketing curriculum. The course is concerned with strategic market management/strategic planning.
The focus is on strategic decisions that have long-term impact on the organization and are difficult and
costly to reverse. The strategic decision making process is supported by an analysis of the organization’s
external environment and an internal self-analysis of the organization.

COURSE FORMAT:

This online Marketing Strategy course is designed to maximize your learning through a variety of
activities. To succeed in this course you will need to do all of the assigned readings, take the quizzes
and tests, analyze multiple cases and design a marketing plan. You are welcome to read/work ahead, but
you need to be sure to MEET ALL OF THE DEADLINES.

Case analysis provides a major vehicle for applying marketing concepts and theories. Case analysis
requires critical evaluation (including interpretation) of both facts and logic to allow effective case
discussions. Cases allow us to learn, from written scenarios, about company situations and
predicaments.

RESOURCES/MATERIALS

Textbook:

Marketing Strategy, 7th Edition textbook

Ferrell/Hartline

https://www.cengage.com/c/mindtap-marketing-strategy-7e-ferrell/9781305631564

https://www.amazon.com/Marketing-Strategy-Loose-Leaf-Version-Ferrell-
ebook/dp/B06Y1GCZQF/ref=mt_kindle?_encoding=UTF8&me=&qid=

Harvard Business Review Coursepack

Required readings and cases.

https://hbsp.harvard.edu/import/550574

Total “Classwork” Time Expectations for a 3 Credit Hour Online Course*

Hours per Week Hours per Day Hours per Day

(assuming 7-day week) (assuming 5-day week)
4-week course 24-36 3.5-5 5-7

*Please note that this is very intensive summer online course. You need to work on this course daily. If
you miss too many days it is very likely that you will fall behind and will be unable to catch up.

COURSE REQUIREMENTS

EVALUATION:
Intro Quiz 5 points
Definition of Marketing 5 points
2 Exams (30 pts each) 60 points
2 Cases (20 pts each) 40 points
Quizzes (10 pts each) 70 points
Marketing Plan 30 points

Total points:

EXAMS:
There will be two exams taken online. These exams will cover all of the material discussed in online
lectures, all of the chapters of the textbook that have been assigned, and assigned readings. These exams
will assess students’ knowledge of key concepts and the ability to apply these concepts to marketing problems.
Each exam may include multiple choice, true/false, short answer questions, and essay questions. Consistent with
University policy, makeup exams will be given only to students who have proof of illness or other emergency.
Students who fail to take an exam without prior notice and without medical or other emergency proofs will
receive a grade of zero on that exam.

CASES:
We will have two cases. You will submit a written report for each case.

MARKETING PLAN:
Each student will turn in a marketing plan. I want you to come up with a new idea for a product. Start
out by telling me what your new product is, what consumer need or want is it meeting, and why you
think it will be profitable. Then I want you to design a marketing plan around this product. Use chapter
2 in your textbook to guide you. I will discuss marketing plans in the lectures as well. Think of
something creative! This can be a fun activity for you!

PARTICIPATION:
It is critical that you all participate in this class. You do not want to get lost in cyber space. Try and
interact with your classmates.

RESUME:
You should have an up to date resume.

PROFESSIONALISM:
Students are expected to act in a professional way, which means being respectful to the instructor and
other class members. Unprofessional behavior will hurt you on the job and in the classroom.

ACADEMIC INTEGRITY:
Students enrolled in College of Business classes are expected to maintain high standards of ethical
conduct within the classroom and when completing assignments, projects, and/or exams. Plagiarism and
other forms of academic dishonesty such as cheating will not be tolerated. Students are expected to
provide appropriate citations for non-original writing even if the original work is paraphrased. Penalties
for plagiarism and other forms of academic dishonesty may be severe.

ACCOMMODATION FOR STUDENTS WITH DISABILITIES

Any student in need of a special accommodation should contact the staff in the Office of Disability Concerns at
438-5853 (voice) or 438-8620 (TDD).

Please note: ALL due by dates are final. No late work will be accepted. Due by dates mean Midnight
Central Standard Time. No exceptions. For example, your introductory quiz must be completed by
Midnight, July 18th.

Week Date Topic and Materials Covered Assignments posted Due

Assignments to read to turn in by:
1 16-Jul 1. Introduction: Syllabus 1. Introductory Quiz 7/18
2. Read through the syllabus 2. Your definition of
marketing 7/18
17-Jul 1. Chapter 1: Marketing in Today’s
Economy
2. Watch Online Lecture
3. Read Chapter 1
18-Jul 1. HBR: What is Strategy? Porter 1. Quiz 1 7/20
19-Jul 1. Chapter 3: Collecting and Analyzing 1. Quiz 2 7/23
Marking Information
2. Read the chapter
3. Watch the online lecture
4. HBR: When Marketing is Strategy
20-Jul Chapter 4: Developing Competitive 1. Quiz 3 7/25
Advantage and Strategic Focus
2. Watch online lecture
4. Case 1: USA Today in your textbook

2. Case 1 7/26
2 23-Jul 1. Chapter 5: Customers, Segmentation, 1. Quiz 4 7/27
and Target Marketing
2. . HBR: Market Customization:
Segmentation, Target Market Selection,
and Positioning

24-Jul Test 1 Posted Test 1 7/30

25-Jul Test 1 Work Day
26-Jul Chapter 6: The Marketing Program 1. Quiz 5 8/2
Read the chapter
Watch Online Lecture
HBR: Note on Marketing Strategy
Case 2 Posted: BioPure HBR
27-Jul Chapter 7: Branding and Positioning 1. Quiz 6 8/6
Watch Online Lecture
3. HBR: Marketing Strategy: How it Fits
with Business Strategy
3 30-Jul
31-Jul
1-Aug Chapter 8: Ethics and Social
Responsibility
Watch online lecture
2-Aug Chapter 2: Strategic Marketing Planning
3-Aug Chapter 9: Marketing Implementation
and Control
4 6-Aug Chapter 10: Developing and Maintaining 1. Quiz 7 8/7
Long-Term Customer Relationships
Read chapter
Watch online lecture
 HBR: Crash Course in Customer
Relationship Management
7-Aug Test 2 Posted 8/10
8-Aug Test/marketing plan work day
9-Aug Test/marketing plan work day
10-Aug Marketing Plan Turn in your 8/10
Marketing Plan
Test 2 Due 8/10

** Please note this is a tentative schedule. This schedule may be modified at any time by the
instructor.

My definition of marketing is to create a strategy (advertisement) that would entice a certain group of
individuals to purchase a product and or service by using various outlets of communication.

The No-Blind-Spot Rearview Mirror is the product I picked from Buzzfeed. The competitive advantage of
this product is that it offers a wider angle than competitors, making it more equipped to prevent accidences.
The target market would be for age groups between 18-65 in an urban area. The product is easy to install
and would allow an individual to see the hidden spots that their eyes cannot see. To sell this product I would
stress how many people get into car accidence every day because of blind spots, as well as show statistics of
those numbers. This product would help prevent car accidences all around the world and eliminate
unwanted stress that comes with such a burden. I would particularly use radio stations and music streaming
sites to advertise this product since people would be driving and experiencing the “what if” first hand.