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Strategic Marketing Planning Spring 2016 ver 1.0

4:20 PM - 5:40 PM BSB-118 Monday Wednesday DrFrankHouston@aol.com Frank Houston Home Office: 856-428-2702

Please note that there is no spacing and no punctuation in this address

Your Instructor: Your instructor earned a BA majoring in social science with an emphasis in accounting. As an undergraduate he took a number of courses in sociology and psychology including experimental psychology. In addition, his curriculum included courses in logic, philosophy of religion, and the bible as literature. His MBA is from Indiana University with a specialization in marketing and additional work in econometrics. At the time he taught accounting as a part of his

financial support program. His PhD is from Purdue University. The program was unique at the time in its emphasis on marketing modeling though other doctoral programs have adopted many of its features over time. During this time he taught both accounting and marketing. Your instructor has worked with a number of commercial clients, nonprofit groups, and has published a large number of academic articles in marketing. Included among these works are articles relating to non-profit marketing, marketing modeling, and marketing strategy.

Text: D. Aaker, Strategic Market Management, 10th Edition, J. Wiley& Sons, Inc David Aaker is the E.T. Grether Professor of Marketing and Public Policy at Haas School of Business, University of California-Berkeley.

Thank you for joining me this semester.

Let me share some thoughts so all of us can have a constructive semester. I expect that class members will be engaged with the discussion and will occasionally participate, particularly when you have a question, have some uncertainty, or I call on you to contribute.

2 Examination Guidelines

I am available and am happy to review material both in class, before and after class, and at other times.

Exams will be returned for review once graded but I need them returned to me at that point. You may make an appointment to review your exam at a later time if you need to do so.

During exams please consider the following: if we have room in the class, please leave empty space between yourself and other classmates.

Should you have to leave an exam early or need to take a break from the exam for any reason an alternative exam will be supplied to you at a later date.

School of Business policy prevents me from distributing grades online. If you would like a review of your grades I will be happy to send you a copy of the final grade sheet that I prepare at the end of the semester; this is the same grading form I supply with your syllabus. If you would like a copy of this, please provide me with a stamped, self-addressed envelope.   While I do not expect you to monopolize the class over your fellow students I do want you to discuss the concepts we are addressing and I want you to use the “important terms” found at the end of the chapter. Using this language helps anchor the concepts and will make them more a more natural part of your language as you go in other classes, into work and into job interviews. Please note: You will find the syllabus and copies of slides on Sakaii. These slides are keyed to the text and are the basis for the slides shown in class. I have adapted these slides for class presentation in a number of ways; I have added examples not shown in original slides and broken up the lecture points across a number of slides for easier instruction. Slides will not be distributed in class. STUDY Suggestions: I suggest you print the notes and take class notes. Please understand that many of the exam questions will come from the lecture. The slides serve as an introduction to the issue at hand and my discussion will go beyond what is on the slide. As a result, attendance and focus is important to this class. Consider the following: http://www.studyape.com/6-tips-to-help-you-remember-what-you-study/

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Classroom Activities Student Assignment

January 20 Week 1

Introduction

Discussion of the Syllabus

Discuss Foundation Program (See Foundation Schedule below for further details)

Locate two articles for next class Robeson Library

Purchase text for this course Select Teammates for Simulation

discussed below

1. The Marketing Concept: What It Is and What It Is Not. Franklin S. Houston

2. Marketing and Exchange. Franklin S. Houston

January 25 and 27 Week 2

Discuss “What is Marketing?”

Read and be prepared to discuss two articles

February 1 and 3 Week 3 February 8 and 10 Week 4

Overview of Business Strategy Strategic Planning External and Customer Analysis Competitor Analysis

Text: Chapters One and Two

EXAM Sample Capsim, articles and related discussion

Text: Chapter Three

February 15 and 17 Week 5

Environmental Analysis and Strategic Uncertainty Market Submarket Analysis

Text: Chapters Four and Five

February 22 and 24 Week 6 February 29 March 2 Week 7

Internal Analysis Creating Advantage Alternative Value Propositions Brand Equity

Text: Chapters Six and Seven

Text: Chapters Eight and Nine

4 March 7 and 9 Week 8 March 14 and 16 March 21 and 23 Week 9 March 28 and 30 Week 10

Toward Brand

Relationship Energizing the

Business

REVIEW (3-21) and EXAM (3-23) Leveraging the

Business

Text: Chapters Ten and Eleven

3/12-3/20 Spring Recess —No Classes

covers material from beginning of semester Capsim, articles and related discussion

Text: Chapters Twelve and Thirteen

April 4 and 6 Week 11 April 11 and 13 Week 12

Creating New Business

Marketing Related Movie Global Strategies Setting Priorities:

Exit, Milk, or Consolidate

Value Propositions, Branding, Leveraging, Environmental Analysis illustrated !!!

Text: Chapters Fourteen and

Fifteen

April 18 and 20 Week 12

Harnessing the Organization

Text: Chapter Sixteen

April 25 and 27 Week 13

Marketing related movie

Academy Award winning movie with an “all-star” cast. Read: http://www.tau.ac.il/~algazi/mat/Goffman--Cooling.htm

May 2 Week 14

Movie and article

discussed

The movie is an entertaining demonstration of points made in article.

5 EXAM Period

EXAM final

Exam is comprehensive covering text, lectures, all articles, movies, and Capsim.

Foundation® Business Simulation

An Exercise in Experiential Learning The Foundation® Business Simulation provides an opportunity for you to apply your previous coursework across a number of courses.

Foundation® objectives include:

To integrate the knowledge gained in previous marketing courses with a strong cross-functional perspective on all elements of the business.

Learn to think and act as a marketing manager and strategist. You will compete head-to-head with other companies. Improve critical thinking skills and experience decision-making from a long-term, senior manager’s perspective.

You’ll assess complex situations and determine effective courses of action. To study and understand the integration and application of marketing (four P’s) concepts with other functional areas of

business. To list components of competitor intelligence, and practice competitor analysis.

Each student will perform as part of an executive team, charged with managing a $40M electronic sensor manufacturing company. You get to call the shots, and see how you measure up in direct competition with classmates. You’ll also be able to compare your results with teams from other universities - all over the world – as a benchmark for your firm’s achievements. It’s fun and it’s risk-free, and it may be the only time in your life you get to run an entire company.

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We’ll plan on reserving some class time each week for Foundation® activities. Additional time may be required for your executive team to complete decisions each round. However, the Foundation® system is structured so that all work may be accomplished by students working independently, if necessary. Please notice that the computer simulation provides me with feedback as to who has done what and when. This will be taken into consideration in assigning grades. Input your company information in a timely manner and be wary of typos (adding an extra zero to an input can alter your results dramatically). We cannot rerun the simulation with your late or corrected results and this can have an impact on your final grade.

Team Assignment Individual Assignment January 20 Week 1

None

Students register at www.capsim.com (cost - $53.99) – 5 min

January 25 Week 2

February 1 Week 3 February 8 Week 4 February 15 Week 5

Team Practice Round 1 Decision Week Using Foundation.xls (due 2-3)

Foundation Performance Grading Begins Round 1 Decisions.

Team Practice Round 2 Decision Week Using Foundation.xls

February 22 Week 6

Round 2 Decisions.

February 29 Week 7

Round 3 Decisions.

March 7 Week 8

Round 4 Decisions.

March 14 Week 8

SPRING Break

March 21 Week 9 March 28 Week 10

no decision due EXAM week

Round 5 Decisions. .

April 4 Week 11

Round 6 Decisions.

April 11 Week 12

Round 7 Decision

April 18 Week 13

Round 8 Decision FINAL DECISION

Decisions due 3 p.m. Mondays

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Grading Course Grade: Accumulated Points A: 314 and above B: between 279 and 313 C: between 244 and 278 D: between 209 and 243 F: 208 and below

Grading: The exams will be comprehensive. They will consist of multiple choice, true-false and short, open-ended questions. All material in the course will be drawn on for testing; this includes articles, movies, lectures, class discussions, powerpoints presented in class, and the accompanying text. Please notice that not all lecture material appears on slides and so you cannot rely on powerpoints alone. Capsim grades will be assigned in two parts: (1) how your company performs relative to others including the computer run companies (note that these latter are not designed to be masterful opponents); graded as a team (under some circumstances I may ask for peer evalutions here and will then allocate this grade accordingly), and (2) a review of your performance on the initial exercises (deadline date for my tally of your performance here is October 5th) and your ability to answer Capsim questions on the three exams. A point of information: there are two versions of the Capsim simulation and we are using junior edition (titled Foundation). The Capsim program is widely known that it would be worthwhile to list it on your resume.

ACTIVITY Your Grade for the Course Maximum Points Assigned EXAM 1

100

EXAM 2 (comprehensive)

200

In-Class Positive Contribution   50 Total Points possible   350 Capsim Adjustment  One half letter grade  Plus   Minus   No Change Attendance .50 .50* (.025 each)   .50 Plus .50 Total Weighting   1.00

Monday Wednesday F76745 F76746

8 How come so much of the grade is not determined until the end of the semester? We do have two exams during the course of the semester and they are scheduled and weighted so you can accommodate your study habits to fit the course should you not do well on the early exam. Also the later exams will contain questions from the earlier part of the course. This will be an advantage for most students. The portions of the grade that relate to the simulation will not be completed until the latter part of the course but you should have a good understanding of how you are doing on this as you move through the semester. You can compare your performance against the other companies in the simulation and the computer run company, and you will know whether you have completed the Capsim preparatory material. I will compute your exam grades and then based on your simulation performance, your grade will be adjusted: up one-half a letter grade, down one-half a letter grade, or will remain unchanged. Why questions on the movie content? These movies are shown to drive home various concepts. While you might wonder why I do not test the learning directly, I also attempt to do so, but my exams (and those anyone else creates) are imperfect measures of what learning really takes place (conceptual understanding, ability to generalize and adapt to different settings, and retention). The questions related to the movies are to test whether you attended to both movies and are intended to be easy for those who do so. Why questions about the fictional world of Capsm? It is our belief that this simulation has value and if I did not believe this to be true, I would not take time and trouble to use Capsim. It may seem as if you are thrown into the deep end of the pool and asked to swim and in some sense you are being asked to do this. The Capsim people provide you with many, many learning tools to prepare yourself and you should make use of them immediately. There are videos and animations to demonstrate various aspects of the simulation, and an on-line manual and a paper manual that will be distributed. If there are questions you cannot answer, the company provides one-on-one help. When you first sign up, you as an individual will be asked to follow a guided run-through of the various parts of the simulation. This is followed by two decisions in which your newly formed team will input a decision, competing with the other teams in the class. These two practice decisions will then be deleted and we will make eight decisions throughout the semester. Your final grade will be based partly on your success relative to your competitors in this play. Once we begin this final set of eight decisions your team will be responsible for your input and there will not be any opportunity to redo mistakes after the due date or input late decisions. Please be careful and do not make foolish or clumsy mistakes; just like real-life, these mistakes will have consequences. As a second part of your Capsim grade I will be assessing your effort and success with the on-line introduction and reviewing your success in answering Capsim related questions on the three exams. Notice that this course is front-loaded: you have quite a bit of work to do as the semester begins and as we get to the end of the course we devote some of our time to viewing films. These films are selected to be both relevant to our course material, entertaining, and to ease up on the workload as we get into the latter portion of the class. Why are we reading these articles? The initial articles relate to our understanding of the role of marketing and the meaning of the marketing concept. The last article may seem a bit far afield but relates to our understanding of marketing in that it examines concepts that tie to marketing failures. The last article may seem a bit obtuse but a slow reading will get you through. It also might be easier to read if you were to copy the entire content and drop it into Microsoft Word.

Successful Capsim Participants Students Enjoying our Movies

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Academic Integrity at Rutgers Principles of academic integrity require that every Rutgers University student:

properly acknowledge and cite all use of the ideas, results, or words of others properly acknowledge all contributors to a given

piece of work make sure that all work submitted as his or her own

in a course or other academic activity is produced without the aid of unsanctioned materials or unsanctioned collaboration

obtain all data or results by ethical means and report them accurately without suppressing any results inconsistent with his or her interpretation or conclusions

treat all other students in an ethical manner, respecting their integrity and right to pursue their educational goals without interference. This requires that a student neither facilitate academic dishonesty by others nor obstruct their academic progress

uphold the canons of the ethical or professional code of the profession for which he or she is preparing. Adherence to these principles is necessary in order to insure that:

everyone is given proper credit for his or her ideas, words, results, and other scholarly accomplishments

all student work is fairly evaluated and no student has an inappropriate advantage over others

the academic and ethical development of all students is fostered

the reputation of the University for integrity in its teaching, research, and scholarship is maintained and enhanced. Failure to uphold these principles of academic integrity threatens both the reputation of the University and the value of the degrees awarded to its students. Every member of the University community therefore bears a responsibility for ensuring that the highest standards of academic integrity are upheld.