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Marketing Strategies MKTG 448.001 | Fall, 2018

Professor: Dr. Chad Milewicz Office Hours: Monday, Wednesday, Friday: 12pm – 1:50pm

Email: cmmilewicz@usi.edu

Phone: 812.464.1937 Office Number: BEC 2043

Course Description (from 2016-2017 Bulletin): http://bulletin.usi.edu/preview_course_nopop.php?catoid=13&coid=42724 Application of problem solving in the area of marketing management, emphasizing planning the marketing

effort, management of the marketing organization, and control of marketing operations.

Credit Hours: 3 Prerequisite(s): Completion of at least 9 hours in marketing and senior standing

Meeting Time/Location: BEC 0030.

Course Learning Objectives By the end of this course students should be able to: (1) Evaluate what a firm does well/poorly within the context of the opportunities/threats present in a marketing environment. (2) Apply segmentation, targeting, and positioning fundamentals to create reasonably sound strategic and tactical recommendations. (3) Make reasonable recommendations for how to integrate marketing program decisions to achieve a desired strategic objective (4) Describe brand equity and how brands create value for the firm and the customer. (5) Describe various ways to assess marketing’s impact on organizational performance.

Skills Emphasized: Critical thinking is the emphasized skill.

Marketing Program Learning Outcomes THE MARKETING PROGRAM’S LEARNING GOALS AND OUTCOMES

Learning Goal Learning Outcomes*

Key Goals of the Marketing Program: Key Learning Outcome of the Marketing Program:

Building competency in fundamental Marketing Content Developing competency in the Marketing planning process.

Developing a Marketing Plan: Facility with this endeavor will include competency with: a) Market segmentation, b) Positioning, c) Marketing Mix

General skills (Priority “A”) A Marketing Major should be able to:

Critical thinking i. use relevant information/evidence ii. consider relevant viewpoints iii. identify relevant assumptions iv. consider implications of alternative courses of action v. develop clear logical conclusions from prior analysis

Ethical decision making i. identify ethical issue(s)/problem(s) ii. incorporate evaluation of relevant stakeholders iii. evaluate implications of alternative courses of action iv. develop logical conclusions from prior analysis

*This wording is from the 2014 Marketing Program Review. The process of reviewing and updating the program learning goals and outcomes is underway during the delivery of this class. Options for potential changes are being evaluated as part of this class in this semester.

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CONNECTION OF MKTG 448 TO THE MARKETING PROGRAM’S LEARNING GOALS MKTG 448 helps with accomplishing Learning Goal 1 and 2 CONNECTION OF MKTG 448 TO THE BA/BS PROGRAM OF THE ROMAIN COLLEGE OF BUSINESS: MKTG 448 helps in building the CRITICAL THINKING skill.

Course Design Overview

Every MBA graduate needs strong foundational marketing knowledge. The course uses a textbook to

provide everyone a solid foundation in marketing strategy concepts and practices. The more marketing

experience you have, the faster you will work through and grasp this material.

To become a marketing expert requires more than one course…

Communication Guidelines All class communications and interactions with other students and the professor should follow common social

standards for respect and courtesy.

Preferred Communication Channels Communicating with the course professor

Email (cmmilewicz@usi.edu): Email is the best way to initiate contact with the professor outside of class and office

hours. Emails received between Sunday evening and Friday at Noon (CST) will generally be answered within 48 hours.

Emails received between Friday at Noon and Sunday evening will generally be answered on Monday.

Course Materials Required Materials:

This course uses Blackboard and a companion website called Connect. It also requires participants to order 2 cases

from Harvard Business School Publishing. This page details the materials we will use and how to access them. This

information is also available, in a slightly different format, on the “Required Materials” page of the course’s

Blackboard site.

Summary of materials to which all students must have access: 1. Textbook: MARKETING MANAGEMENT, 3nd edition, Marshall and Johnston, published by McGraw Hill

a. Marketing Management is the name of the textbook. 2. Connect Access Code: An access code to the textbook’s companion Connect website.

a. Connect is the name of the website. The Connect access code allows you to access this course’s Connect website, hosted by McGraw Hill.

3. Two (2) cases: Available in a customer coursepack purchased through Harvard Business School Publishing. 4. Required Articles: In Modules 1, 2, 5, and 6 the professor provides links to free copies of articles that must be

read as part each respective module.

Purchasing the Textbook and Connect Access Code Option 1 for purchasing textbook and Connect access code: purchase a loose leaf copy of the Marketing Management textbook and Connect access code from USI’s Campus Store http://usibook.usi.edu/CourseMaterials.

Loose Leaf Textbook ISBN: 9781260157833 o This ISBN is for the loose leaf version of the Marketing Management 3rd Edition textbook.

Connect Access Code ISBN: 9781260676587

Once you have an access code for Connect, go to the following website to register for this class’s Connect website: o http://connect.mheducation.com/class/cmilewicz-mktg601 o Enter your USI email

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o Create a McGraw Hill Education Account (if you don’t have one, the website will ask you to do this) o Follow the instructions for using an already purchased access code.

Option 2 for purchasing textbook and Connect access code: purchase materials directly from McGraw Hill’s website

https://www.mheducation.com/highered/product/marketing-management-marshall-johnston/M1259637158.html

You can elect to purchase the following directly from McGraw Hill (total price may be less expensive through the USI Campus Store, depending on the options you select) o Purchase Connect Access Code (absolutely required) o Purchase an eBook Rental or Textbook Rental of the textbook, Marketing Management 3rd Edition o Purchase a loose leaf or hard cover copy of the textbook, Marketing Management 3rd Edition o Purchase a combo, with a Connect Access Code + loose leaf copy of the textbook.

Other options: You are welcome to research other options. Bottom line:

Connect Access Code is absolutely required. This access code gives you the ability to take required quizzes and Connect Assignments. It also gives you access to an e-copy of the textbook and other study materials.

A hard copy of Marketing Management 3rd Edition is strongly recommended. Older editions of the textbook are not recommended. Chapters will be numbered differently, so they won’t match what is outlined in each Module of this course. Also, differences in content may negatively impact your ability to prepare for quizzes.

Grading and Assignment Policies

You will complete 11 assignments and 7 quizzes in this course. These are all graded, and your final letter

grade in this class is based on the total amount of points you earn on these assignments and quizzes. The

point system used to assign final letter grades are as follows:

Activity Type (point value per activity) Cumulative Points for Activity Type

6 Connect Assignments (5 points each) 30 points

7 Quizzes (points vary) 140 points

3 Writing Assignments (Points vary) 90 points

Class Contribution (5 points each) 30 points

Final Exam 10 points

Total Points Possible: 300 points

Policy for Assigning Final Grades:

A 270 – 300.00 total points earned B 240 – 369.99 total points earned C 210 – 239.99 total points earned D 180 – 209.99 total points earned F 0 – 179.99 total points earned

Course Calendar A calendar of general weekly topics is provided at the end of this syllabus.

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Assignment Overview

6 Connect Assignments:

Purpose: The purpose of these assignments are to provide an additional opportunity to learn concepts related the class’s learning objectives. These assignments will require you to spend a little more time thinking about and working with specific content presented in one or more of the assigned textbook chapters.

Design: These are short assignments that require you to interact with textbook content in various ways. Some examples include (a) dragging and dropping real-world examples to the concepts they represent, (b) watching a short video of a real-world marketing situation or reading a short real-world scenario and answer multiple-choice questions that require you to connect parts of the video or case to textbook content, and (c) working with small data sets to calculate Customer Lifetime Value.

Time Limit: None. Work on each Connect Assignment as long as you like. Submit it by the due date.

Grading: Each Connect assignment is worth 5 points. Grading is based on proportion of questions answered correctly. For example, if you answer all questions correctly, you earn 5 out of 5 points. If you answer 85% of questions correctly, you earn 4.25 out of 5 points.

Submitting your work: You complete these assignments via the Connect website. Once you finish the assignment your work is automatically submitted for grading. If you do not complete the assignment by its due date, it will automatically be submitted and you will receive zero (0) points. Feedback: You should see feedback on any questions you missed after you submit each assignment. We will also use many of these assignments for in-class discussions.

7 Quizzes:

Purpose: The purpose of these assignments are to help you verify that you are identifying and understanding the main topics in each chapter you are required to read.

Design: These are multiple choice quizzes, covering anywhere from one (1) to three (3) chapters from the textbook.

Time Limit: 1 minute per question + 5 minutes per Chapter. For example, quiz 1 has 10 questions, all from Chapter 1, so you have 15 minutes. Quiz 2 has 25 questions, total, from Chapters 2 and 3, and you have 25 minutes to finish it.

Attempts: You may take each quiz up to 2 times during a Module, keeping your highest grade. Each time you start a quiz, you will answer a set questions randomly drawn from a larger pool of questions for the respective chapter(s). As such, you will likely not have the same questions if you take a quiz more than once. The pools from which questions are drawn range from 32 – 71 total questions.

Grading: Your highest score will be kept and used in calculating your final grade in the course. Quizzes are automatically graded after you submit them.

Submitting your work: When you are ready to take a quiz, click on the respective quiz link in Blackboard. This link will take you to the Connect website where you will take the quiz. You will submit your quiz after you answer all question. If time runs out before you answer all questions, your quiz will automatically be submitted. If you do not complete a quiz by its due date, it will automatically be submitted and you will receive zero (0) points.

Feedback: You should see feedback on any questions you missed after you submit each quiz.

Class Contribution:

Purpose: In addition to reading and writing, you will learn by preparing examples of class topics to present in class.

Design: A list of topics for which you can prepare and present examples in class will be provided on Blackboard, along with a link to a sign-up sheet. Expectations of each example will be given in class and on Blackboard.

Time Limit: The amount of time you will spend on preparing and presenting examples will vary.

Attempts: Your goal is to earn all 30 possible class contribution points. Prepare and present as many examples as you need to earn all the points. Each successful attempt is worth 5 points.

Grading: This is an all-or-nothing grade. Signing up for and presenting an appropriate example earns 5 points.

Submitting your work: Presentation are made in class on Fridays.

Feedback: Feedback is given after the example is presented.

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3 Writing Assignments: Throughout the class you will complete three writing assignments. Specific instructions and expectations for each assignment and a link for submitting each assignment will be provided in class and on the class’s Blackboard site.

Purpose: The purpose of these assignments is to use critical thinking skills to apply specific marketing concepts to an assigned task or set of tasks.

Design: The design of these assignments will vary. You will have the opportunity to complete the assignments individually or in a team. Teams cannot include more than 3 members of class.

Submitting your work: Submit your work using the appropriate “Submit Writing Assignment” link on Blackboard. Click on the link, then please attach your completed work using the “Browse My Computer” button in the Assignment Submission section of the page. Even if you work in a team, you are expected to upload your own draft of the team’s work for grading.

Grading: You will find a rubric describing how points are earned on each Writing Assignment Instruction sheet. You will also be able to view the rubric by clicking on the “Submit Writing Assignment” link for each respective assignment.

Feedback: These assignments will be graded within 1 week of their due date. You will see your grade in My Grades on Blackboard and you will be able to access the grade rubric for your work from there (click on your number grade to see the rubric and any feedback provided).

Note about “SafeAssign” feature on Blackboard: Please note that this course uses the “SafeAssign” feature in Blackboard on the Writing Assignments. This feature compares the work you submit to a database of previously submitted assignments to check for overall originality. This course does not require a submission to achieve a specified “SafeAssign” percentage score. However, if there is reason to suspect that an individual inappropriately represented another person’s work as their original work, then “SafeAssign” information may a part of what is consulted to determine if an issue of academic dishonesty exists. Learn about SafeAssign at https://en-us.help.blackboard.com/Learn/Student/Assignments/Assignments_Using_SafeAssign

Final Exam: The final exam is an oral exam.

Purpose: The purpose of this assignment is for you to provide evidence of your proficiency in one of the five class learning objectives.

Design: You will draw one of five questions and have to answer the question on the spot. Each question will relate specifically to one of the five class learning objectives.

Submitting your work: After drawing a question, you will present your answer in a short discussion with the professor.

Grading: The final exam is worth 10 points. Specific grade criteria will be presented in class and on Blackboard.

Feedback: Feedback will be given upon completing your answer.

Course & University Policies Discussion Board Policy

This course has no required discussion board assignment “Class Assignment & Topic” discussion board on

Blackboard is optional.

Late Assignment Policy

Each assignment must be completed and submitted according to the respective assignment’s submission

policy. Each assignment is due by 10:00 PM on the last day of the respective Module. As a general rule, late

assignments will not be accepted and should not be expected.

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Course & University Policies (continued) Academic Dishonesty

Students are expected to maintain complete honesty and integrity in the academic experiences both in and

out of the classroom. Any student found guilty of dishonesty including, but not limited to, plagiarism and/or

cheating on an examination will be subject to disciplinary action. For more information, please visit

www.usi.edu/deanofstudents/academic-integrity .

Diversity Issues

The pursuit of an intellectually open setting for class discussions is one of the goals of the course. Students

should feel free to articulate respectfully different perceptions of the social world; however, belittling,

abusive, and discriminatory language will not be tolerated under any circumstances. For more information,

please visit https://www.usi.edu/diversityresources/ .

Disability Statement

If you have a disability for which you may require academic accommodations for this class, please contact

Disability Resources at 812-464-1961 or email Ronda Stone at rfstone@usi.edu as soon as possible. Students

who are approved for accommodations by Disability Resources should request their accommodation letter be

sent to their online instructors. Due to the nature of online courses some accommodations approved for on

campus courses may not apply. Please discuss this with Disability Resources to clarify as needed. Students

who receive an accommodation letter from Disability Resources are encouraged to discuss the provisions of

those accommodations with their professors before or during the first week of the semester. If you will be in

an internship, field, clinical, student teaching, or other off-campus setting this semester please note that

approved academic accommodations may not apply. Please contact Disability Resources as soon as possible

to discuss accommodations needed for access while in this setting.

For more information, please visit the Disability Resources website at www.usi.edu/disabilities .

Class Withdrawal & Incomplete Policy

It is the student’s responsibility to officially drop/withdraw from any courses before the deadline. The

university does not withdraw students from any classes. Please refer to the USI Academic Calendar

(https://www.usi.edu/registrar/academic-calendar ) for specific dates. For more information, please visit

http://www.usi.edu/registrar.

Under special circumstances, students may petition for an incomplete grade. However, it is up to the course

instructor to decide if an incomplete will be granted. Students receiving an incomplete grade will need to

complete all course requirements by the agreed deadline to avoid an “F” grade.

Title IX, Sexual Assault and Gender Violence Policy

USI does not tolerate acts of sexual misconduct, including sexual harassment and all forms of sexual violence.

If you have experienced sexual misconduct, or know someone who has, the University can help. It is

important to know that federal regulations and University policy require faculty to promptly report incidences

of potential sexual misconduct known to them to the Title IX Coordinator to ensure that appropriate

measures are taken and resources are made available. The University will work with you to protect your

privacy by sharing information with only those who need to know to ensure we can respond and assist. If you

are seeking help and would like to speak to someone confidentially, you can make an appointment with a

counselor in the University Counseling Center. Find more information about sexual violence, including campus

and community resources at www.usi.edu/stopsexualassault .

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Technical Support

IT Help Desk Support

Since your professors are not trained as technology experts, they will not be able to assist you with your

technical needs. Please contact the Help Desk at (812) 465-1080 or send an email to it@usi.edu for technical

support. To learn more about the USI helpdesk, please visit

http://www.usi.edu/onlinelearning/students/support-services/

Blackboard Support

If you would like to speak to a support technician, you can call (812) 465-1080 during normal USI business

hours (8am-4:30pm, Monday-Friday). Click on the following link for more FAQ about Blackboard

http://www.usi.edu/it/blackboard-online-help/faq-for-students.

Blackboard Collaborate Support http://www.blackboard.com/Platforms/Collaborate/Services/On-Demand-

Learning-Center/Web-Conferencing.aspx#freetraining

Distance Learning Office Support

o Web Meeting Support (e.g. Zoom, Blackboard Collaborate, etc.)

For issues involving web meeting setup/host/participation, please contact the Department of Distance

Learning at (812) 228-5124 or send an email to online.support@usi.edu .

Privacy Policies & Accessibility Statements

For detailed information about the privacy policies and accessibility statements of the course technologies,

please visit http://www.usi.edu/onlinelearning/students/support-services/ .

Technical Requirements

A Reliable Computer: a dedicated computer with an updated operating system, such as Windows 7

or later, or Mac OSX.

High-Speed Internet Connection: (e.g. DSL or Cable). All USI online students are required to have a

stable high-speed Internet connection. A wired Internet connection is recommended for online

meeting, exams, and assignment submission.

Office 365 (USI login needed) & Adobe Acrobat Reader installed. Some of the documents you need

to access have been created using Word 2016. You will need a program compatible with Word 2016

to access those documents.

Supported Web Browser: Firefox, Google Chrome, or Safari.

Additional information on the system requirements for taking online courses can be found at

https://www.usi.edu/onlinelearning/students/system-requirements/

Academic Support Services APA Guidelines

http://usi.libguides.com/citingsources David L. Rice Library

http://www.usi.edu/library Research Guides

Research assistance, subject guides, and useful resources compiled by your friendly librarians. http://usi.libguides.com/

Consulting Center http://www.usi.edu/counselingcenter/

Disability, and ADA Support http://www.usi.edu/university-division/disabilities

Student Grievances

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https://www.usi.edu/media/3402299/Grievance-and-Complaints-Procedures.pdf

Student Handbook All other academic and support services are located within the student handbook. Please refer to student handbook at https://www.usi.edu/deanofstudents/code for detailed information regarding advising, registration, financial aid, student and campus life, counseling, career services, list of student organizations, etc.

Syllabus Change Policy

This syllabus may be subject to change with reasonable advanced notice. Changes to the syllabus and

course calendar will be announced via email and on Blackboard.

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Course Calendar Summary (Tentative – Changes May Occur)

Week #

Date Range Topic(s) Textbook Chapters

1 Aug. 20 – Aug. 24 Course Overview & Introduction to Marketing Management

Ch. 1

2 Aug. 27 – Aug. 31 Marketing Strategy Overview Ch.2,

3 Sept. 3 – Sept. 7 Corporate Social Responsibility Ch. 3

4 Sept. 10 – Sept. 14 B-2-B & B-2-C Product Strategy

Ch. 6 Ch. 8

5 Sept. 17 – Sept. 21 Segmenting, Targeting, Positioning Ch. 7

6 Sept. 24 – Sept. 28 Segmenting, Targeting, Positioning Ch. 7

7 Oct. 1 – Oct. 4 Managing Pricing Ch. 11

8 Oct. 8 – Oct. 12 Managing Channels Ch. 12

9 Oct. 15 – Oct. 19 Promotion Management Ch.13

10 Oct. 22 – Oct. 26 Promotion Management Ch. 14

11 Oct. 29 – Nov. 2 Integrating Marketing Program Decisions N/A

12 Nov. 4 – Nov. 9 CRM & Marketing Analytics Ch. 5

13 Nov. 12 – Nov. 16 Managing Services Ch. 10

14 Nov. 19 – Nov. 23 Brands & Branding Ch. 9

15 Nov. 26 – Nov. 30 Consumer-Based Brand Equity & Brand Cultures N/A

16 Dec. 3 – Dec. 7 Final Exam Review (Dec. 3) Final Exam (Dec. 7)

17 Dec. 10 – Dec. 14 Final Exam Period (Ours is Friday, Dec. 07)