Faculty of Business Administration
BUSI-4414-WA Term: Winter2015
Marketing Strategy
CONTACT INFORMATION

Asad Aman –RB 1036 aaman@lakeheadu.ca Office Hours: Available for one hour after each class. To arrange an appointment other than these hours, please see me after class or send me an email.

COURSE OBJECTIVE

To understand and apply strategic marketing concepts through analyzing real world cases.
LEARNING OUTCOMES

Students will be able to develop their:
Problem solving, analytical and decision making skills within the marketing context.
Ability to integrate and apply their existing knowledge to complex national and international marketing situations.
Skills including: logical argument, professional presentation, and information gathering.
COURSE DESCRIPTION

Business 4414 serves as a capstone marketing course. It provides students an opportunity to explore major strategic issues with a marketing orientation. This course integrates knowledge acquired in other marketing courses and related areas. While other marketing courses examine tactical decisions faced by a brand, sales or research manager, this course is concerned with the strategic decisions regarding the direction of the overall marketing effort. Special emphasis is placed on strategic marketing analysis and on strategy implementation via marketing mix variables.
COURSE SCHEDULE

Week
Week
Topic
Material
1
January 05
Imperatives for Market driven Strategy
Ch. 1
2
January 12
Markets and Competitive Space
Individual case presentations
Ch. 2
3
January 19
Strategic Marketing Segmentation
Individual case presentations
Ch. 3
4
January 26
Strategic Customer Relationship Management
Capabilities for Learning about Customers and markets
Individual case presentations
Ch. 4
Ch. 5
5
February 02
Market Targeting and Strategic Positioning
Individual case presentations
Ch. 6
6
February 09
Mid Term (3 hours): Location TBA

7
February 23
Strategic Relationships
Innovation and New Product Strategy
Group case Project discussion
Ch. 7
Ch. 8
8
March 02
Strategic Brand Management
Group case Project discussion/presentation
Ch. 9
9
March 09
Value Chain Strategy
Group case Project discussion/presentation
Ch. 10
10
March 16
Pricing Strategy
Promotion, Advertising and Sales Promotion Strategies
Case Due: March 16th
Group case discussion/presentation
Ch. 11
Ch. 12
11
March 23
Sales Force, Internet and Direct Marketing Strategies
Designing Market Driven Organizations
Ch. 13
Ch. 14
12
March 30
Marketing Strategy Implementation and Control
Group case Analysis due: April 1st
Ch. 15

DELIVERY MODE/LOCATION

BUSI-4414-FA: Monday and Wednesdays: AT 2006 1:00-2:30 PM

Class sessions will consist of lectures, discussions, and student presentations/discussions. The emphasis in this course will be on the role of the marketing manager. Extensive case problems will be utilized and developed as one of the major learning methods in this course. You need to come to class having read the material to identify the important issues and facts in the case. Individual participation in class discussion is essential. Students should feel free to present their thoughts at any appropriate time. Class discussion should be regarded as an open forum in which everyone has the right and responsibility to speak. Your involvement and participation is vital to the success of your learning experience.

REQUIRED MATERIALS

Textbook
Title: Strategic Marketing - 10th edition
Authors: David W. Cravens and Nigel F. Piercy
Publisher: McGraw-Hill Irwin
ISBN: 978-0-07-802890-8

Website
Power points and other materials will be available on the course site.

Email
During the term, the Instructor will regularly be sending emails concerning in-class assignments, chapter changes, scheduling and so forth. To best keep up with this information, students are expected to regularly check their Lakehead University email accounts.

EVALUATION

Mid Term Exam 20%
Case Project 50%
Individual Case Analysis 20%
Class