- FACULTY :
| Instructor : |
Dr. Robert S. Owen
|
| Office : |
215 Academic Building
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| Office phone : |
(903) 223-3010
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| Department phone : |
(903) 223-3020 (Loretta Williams)
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| Fax : |
(903) 223-3121
|
| Email : |
robert.owen@tamut.edu
|
| Web site : |
www.tamut.edu/~bowen/
|
| Office Hours : |
TWR 4:00-6:00 PM
|
- COURSE :
- Meeting Time and Place :
Thursday, 7:00-10:00 PM, 149N Academic Building
- Course Material :
Required
Textbook : |
Drummond & Ensor (2001),
Strategic Marketing: Planning and Control
(Second Edition).
Butterworth-Heinemann.
|
Other
Materials : |
Access to the World Wide Web is required.
|
- Course Objectives :
Throughout this course, students should be able to demonstrate:
- knowledge of basic marketing principles and strategy
- the ability to analyze marketing problems and situations
- the skill to present knowledge and analyses in written form
- the skill to present knowledge and analyses in oral form
- the ability to work independently
- the ability to work as a member of a team
- Major Topics :
These are approximate dates.
Week 1
16 JAN |
- Introduction to class and course
- Assignments:
- Read Ch. 1, pp. 1-14, The strategic perspective
- Quantitative Analysis and Forecasting
- Analyzing Cases and Problems
Developing a Marketing Plan
- Assignments:
- Read Ch. 12, pp. 234-244, The strategic marketing plan
- Read Ch. 13, pp. 249-265, Strategic implementation
- Read Ch. 14, pp. 267-283, Control
- Read Ch. 15, pp. 285-287, Mini cases - Introduction
- Read link Problem
Solving
- Discuss in class, Sports
Trading Cards Project
- Discuss in class, Which
Way to Go case
- Discuss in class, The
Wood Stove Store case
- Read link Motivation
and Personality
- Discuss in class, Who
Are You
- Form case teams, assign cases
|
Week 2
23 JAN |
- no class (professor at conference)
- we will later make up this time in three hours of work at our class client's business
|
Week 3
30 JAN |
|
Week 4
6 FEB |
|
Week 5
13 FEB |
- Internal Controllable Marketing Factors
- Internal Analysis
- Assignments:
- Read Ch. 5, pp. 83-103, Internal analysis
- Marketing Strategy
- Assignments:
- Read Ch. 7, pp. 127-142, Strategic intent
- Read Ch. 8, pp. 144-169, Strategy formulation
- Read link Marketing
Strategy
- Read Chapter 9, pp. 171-205, Targeting, positioning, and brand strategy
- Read Chapter 4, pp. 43-80, Segmentation
- Read link Market
Segmentation
- Read Ch. 10, pp. 207-221, Product development and innovation
- Read Ch. 11, pp. 223-232, Alliances and relationships
|
Week 6
20 FEB |
|
Week 7
27 FEB |
- ketchup - we should be way behind by now :-)
|
Week 8
6 MAR |
|
|
13 MAR |
|
Week 9
20 MAR |
|
Week 10
27 MAR |
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Week 11
3 APR |
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Week 12
10 APR |
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Week 13
17 APR |
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Week 14
24 APR |
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Week 15
31 APR |
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- Course Projects :
Students will work in teams to write and present a formal case report.
Students will work in teams to write and present a formal class consulting report.
Students will work in teams or as individuals to write a brief situation analysis.
Students will work as individuals to make a presentation on a marketing topic.
- Attendance :
Students are expected to attend and participate in all class sessions
and may be dropped for excessive absence.
- Evaluation Methods :
Students will be evaluated on both individual and team work
in both written and oral presentations and on two brief exams.
- Grading System :
Final grades will be based on the following totals in points:
A=540-600 points
B=480-539
C=420-479
D=360-419
E=000-359
Where:
60=Quiz 1
60=Quiz 2
60=Topic Presentation (with handout)
60=Qualitative Analysis
60=Team Case Presentation
60=Team Case Report
60=Situation Analysis
60=3 hr. visit to class client operations
60=Team Client Presentation
60=Team Client Report
600 TOTAL POINTS POSSIBLE
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