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Marketing Strategies MKTG 601 | Summer 2, 2018

Professor: Dr. Chad Milewicz Office Hours: Monday & Wednesday: 2pm – 3:30pm CT

Email: cmmilewicz@usi.edu Online Meeting: Please send an email to request a phone or online meeting.

Phone: 812.464.1937 Office Number: BEC 2043

Course Description (from 2016-2017 Graduate Bulletin): http://bulletin.usi.edu/index.php?catoid=14 Analysis and control of the key marketing variables to develop successful strategic marketing plans.

Emphasis on the major components of marketing strategy; establishment of overall corporate objectives;

analysis of strategic business units; identification of creative alternatives; and examination of company,

target market, and competitors. Views strategy formulation from the global and managerial perspectives.

Examines significant marketing strategies and applies them to practical analysis of established marketing

cases dealing with new and established product management, pricing, channels, and promotional aspects.

Credit Hours: 3 Prerequisite(s): None. Open to all MBA majors

Meeting Time/Location: Class administered online via Blackboard and using Connect by McGraw Hill.

Access the course Blackboard site by logging into myUSI at https://my.usi.edu/

See the “Required Materials” page on the course’s Blackboard site for details on how Connect is used and accessed.

Course Learning Objectives 1. Describe marketing concepts, frameworks, and methods related to organizational decision making. 2. Evaluate organizational decision making from an ethical and socially responsible perspective. 3. Evaluate how strategic marketing decisions influence organizational performance.

USI MBA Program Learning Objectives Upon completion of the MBA program graduates will have developed their capabilities in the following areas: 1. An in-depth understanding of the functional fields of business and their interrelationships in complex

organizations. 2. Experience with applied quantitative and behavioral tools of business analysis and decision-making. 3. The ability to think critically and creatively within a global business context. 4. A heightened sense of ethical considerations in decision-making within the business world. 5. Improved communication and decision-making skills through utilization of information technology

Course Design Overview

People taking this class have diverse backgrounds, needs, and goals. Some people have an extensive

background in marketing (e.g., Bachelor degrees in this area or several years of related professional

experience). Some people will have less marketing experience.

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…but this course should enhance your

level of marketing expertise. In addition to a textbook, this course uses videos, theoretical articles,

managerial articles, and cases to improve each person’s appreciation of marketing strategy and

confidence in applying strategic marketing principles in his or her career(s).

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Communication Guidelines Netiquette

All class communications and interactions with other students, the professor, and class coaches should follow

common social standards for respect and courtesy. Learn about USI's Netiquette Guidelines for Online Students so

that you can get the most out of your class.

Preferred Communication Channels Communicating with the course professor

Email (cmmilewicz@usi.edu): Email is the best way to initiate contact with the professor. Starting on the first day of

class, June 25, 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.

Please understand that it will likely take longer to receive a response to Emails sent to the professor prior to the start

of class (prior to June 25).

NOTE: This class has over 220 students. It will not be possible to accommodate individual requests for extensions on

assignments, permission to start assignments early, or other requests related to changes in the time class

assignments are due or how they are to be submitted. Please do not expect the professor or course coaches to make

exceptions to the course calendar (the calendar is available at the end of this syllabus).

Communicating with your Academic Coach

This class uses coaches to provide each student timely and professional feedback, grading, and guidance to help

you successfully complete the course.

How do you know who your coach is? You are assigned a coach before the class begins. Your coach will introduce

herself/himself to you via email by the evening of the 2nd day of class (July 26). All coaches have professional

experience and credentials related to this class’s field of study.

Email: You will receive your coach’s email address in his or her introductory email.

The “Class Assignment and Topic Forum” for your coach: These discussion forums will be available starting on the first

day of class, June 25. Each coach and the students he or she assists are given access to a “Class Assignment & Topic

Forum” where the students can communicate with each other and with the coach. You can access this forum by

clicking on the “Discussion Boards” tab under “Communications” on the course Blackboard site. You can use your

coach’s forum (labeled using their last name) to learn from your coach and your peers by asking questions about

assignments and class topics or sharing your thoughts on class topics.

NOTE: You will learn who your coach is in his or her introductory email that you will receive by the evening of the

second day of class (June 26).

Communicating with classmates

The “Class Assignment & Topic Forum” for your coach: You can voluntarily share thoughts on class topics with your

classmates by posting and replying to threads in this discussion forum.

Posting in this discussion board is voluntary.

Posting in this discussion board is not graded.

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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 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.

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Purchasing the two (2) cases

Purchasing two (2) required cases in the required coursepack:

You must purchase two (2) cases from a custom coursepack available from Harvard Business School

Publishing. Follow this link to purchase the coursepack: https://hbsp.harvard.edu/import/543255

The coursepack costs $8.50 (USD) and provides access to the following:

Downloadable PDF of 2 cases:

o “Aqualisa Quartz: Simply a Better Shower” (used in Module 3)

o “The Black & Decker Corporation (A): Power Tools Division” (used in Module 7)

Access to a supplemental spreadsheet for each case.

o Each spreadsheet provides data from tables in the case

Access to a supplemental video for the Aqualisa Quartz case (Module 3).

o Please only view that video after you complete and submit your case analysis (Writing Assignment

3). In the video, an Aqualisa executive discusses how the company approached the situation.

Accessing Other Free Required Materials

Assigned Articles to Read:

o In Modules 1, 2, 5, and 6 the professor provides links to articles that must be read as part each respective

module. All of these articles are downloaded as PDFs for free, mostly through the USI Library.

Assigned Videos:

o In Module 4 and 5 the professor provides links to videos that complement the material you are

learning in those respective modules.

Expected Prerequisite Knowledge and Skills

All participants in this course are expected to have a solid foundation in general business-related

vocabulary and concepts.

Submitted assignments should reflect critical thinking and communication skills appropriate for an

MBA-level course.

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/

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Grading and Assignment Policies

You will complete 12 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

6 Writing Assignments (30 points each) 180 points

7 Quizzes (points vary) 140 points

Total Points Possible: 350 points

Policy for Assigning Final Grades:

A 315 – 350.00 total points earned B 280 – 214.99 total points earned C 245 – 279.99 total points earned F 0 – 244.99 total points earned

Course Calendar This class has 7 Modules, one for each week of the course term. A class calendar with each Module’s dates, learning objectives, assigned readings, and work to be completed is available at the end of this syllabus and on the course’s Blackboard site via the Home Page. The exact time required to complete the assigned readings, media, and work will vary by individual. In general, one should expect the total time commitment for each module to be approximately 15-20 hours per week. This includes time spent reading and viewing assigned materials, studying and preparing for quizzes and assignments, and completing quizzes and assignments in each module.

Assignment Overview 6 Connect Assignments:

Purpose: The purpose of these assignments are to provide an additional opportunity to learn concepts related to each Module’s learning objective(s). 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 textbook chapters assigned in the respective module.

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.

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6 Writing Assignments: In Modules 1, 2, 3, 5, 6, & 7 you will complete a writing assignment. Specific instructions and expectations for each assignment and a link for submitting each assignment are provided in the respective Module.

Purpose: The purpose of these assignments is to apply specific marketing concepts to the world around you and evaluate the effectiveness of specific strategies or tactics.

Design: In general, these assignments ask you to either (a) reflect on an assigned article and apply it to your professional life or to marketing activities you see in society or (b) read a multi-page real-world case and respond to specific questions that require you to analyze case information and make a marketing strategy recommendation. There are no minimum or maximum length requirements for your answers.

Submitting your work: Submit your work using the “Submit Writing Assignment” link in each respective module. Click on the link in the Module, then please attach your completed work using the “Browse My Computer” button in the Assignment Submission section of the page.

Grading: Each assignment is worth a total of 30 points. You will find a rubric describing how these 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 in each respective module and then clicking on the “View Rubric” button.

Feedback: These assignments will be graded within 3 days of the due date (see the Course Calendar for an overview of due dates). Grades will be posted on Blackboard by 11:00 PM Central Time on the third day following the assignment 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). If you have questions about your grade or feedback please email your coach for the quickest response.

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

Quiz Overview

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 at the end of the Module and used in calculating your final grade in the course. These assignments 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 each Module. 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.

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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.

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.

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Course & University Policies (continued)

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 .

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/ .

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

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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.

Overview of Class Participants’ Responsibilities The participants in this class include (1) the professor, (2) Academic Coaches), and (3) students.

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.

Professor Responsibilities Academic Coach Responsibilities Student Responsibilities

1. Develop course content that is relevant, useful, and aligned with course/MBA program objectives.

1. Become familiar with course content to provide relevant and useful feedback to students on assignments.

1. Understand and apply course

content.

2. Design course content to be delivered effectively online in an accelerated format.

2. Become familiar with course

delivery method to assist

students with progressing

through the course.

2. Allocate appropriate time

(approximately 15-20 hours per

week) to complete online

accelerated courses.

3. Teach in a variety of methods. 3. Provide feedback to students in

a variety of methods.

3. Learn in a variety of methods.

4. Treat everyone with courtesy and respect.

4. Treat everyone with courtesy

and respect.

4. Treat everyone with courtesy

and respect.

5. Abide by the syllabus and notify academic coaches and students if changes need to be made.

5. Understand the syllabus and be

cognizant of the course

calendar.

5. Understand the syllabus and be

cognizant of the course

calendar.

6. Grade samples from each academic coach to ensure quality and consistency in grading.

6. Grade student assignments

within 72 hours.

6. Submit assignments by deadlines

in the syllabus.

7. Use only USI email accounts (ending in @eagles.usi.edu) to communicate with Academic Coaches and Students. Respond to emails from coaches within 24 hours during working hours (M-F 8-5).

7. Respond to emails from

students within 24 hours.

7. Use only USI email accounts

(ending in @eagles.usi.edu) to

communicate with the Professor

and Academic Coaches. Make

sure e-mail folder is not full and

email course-related questions

to the academic coach or use

appropriate Discussion Forum.

8. Maintain the university’s policy concerning academic integrity.

8. Maintain the university’s policy

concerning academic integrity.

8. Maintain the university’s policy

concerning academic integrity.

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MKTG 601 Course Calendar Term (length): Summer 2, 2018 (7 weeks) Instructor: Dr. Chad Milewicz

*The chapters listed refer to chapters in the class textbook, Marketing Management, 3rd Edition. ** Please note that Modules 1-6 go from Monday – Monday. Module 7 goes from Monday - Saturday. ^ Please note that all times identified in this course refer to Central Time (CT).

Course Learning Objectives: 1. Describe marketing concepts, frameworks, and methods related to organizational decision making. 2. Evaluate organizational decision making from an ethical and socially responsible perspective.

3. Evaluate how strategic marketing decisions influence organizational performance.

Dates Module

Topic Module Learning Objective(s)

Related course learning objective(s) Required Readings

(Each Module also has at least video)

Work to Submit (Due by 10:00 PM CT on last day of

Module)^

Monday 06/25 – Monday 07/02

Module 1 Marketing Theory

Describe specific frameworks and philosophies relevant to marketing strategy and organizational performance.

Contributes to course learning objectives 1 and 3.

Syllabus

Assigned Articles: 3

Textbook: Chapter 1

Connect Assignment 1

Writing assignment 1

Quiz 1 (Chapter 1 only)

Monday 07/2 – Monday 07/09

Module 2 Strategy & Social

Responsibility

Identify key elements of Marketing Strategy & Planning

Apply a model of corporate social responsibility (CSR) to analyze corporate decisions. Contributes to course learning objectives 1 & 2

Assigned Articles: 2

Textbook: Chapters 2 & 3

Connect Assignment 2

Writing assignment 2

Quiz 2 (Chapters 2 & 3)

Monday 07/09 – Monday 07/16

Module 3 Evaluating

Marketing Strategy

Evaluate how marketing strategy decisions combine to influence organizational performance.

Contributes to course learning objectives 1 and 3.

Assigned Case Article: 1

Textbook: Chapters 6, 7, & 8

Writing Assignment 3

Quiz 3 (Chapters 6, 7, & 8)

Monday 07/16 – Monday 07/23

Module 4 The Marketing

Program

Describe elements that make up the overall marketing program. Contributes to course learning objective 1

Textbook: Chapters 11, 12, 13, & 14

Connect Assignments 3 & 4

Quiz 4 (Chapters 11 &12)

Quiz 5 (Chapters 13, & 14)

Monday 07/23 – Monday 07/30

Module 5 Success Metrics

Identify options for gathering and using data to improve marketing management decisions.

Contributes to course learning objectives 1

Assigned Articles: 2

Textbook: Chapters 5 & 10

Connect Assignment 5

Writing Assignment 4

Quiz 6 (Chapters 5 & 10)

Monday 07/30 – Monday 08/06

Module 6 Branding

Explain the many facets of branding. Contributes to course learning objective 1.

Assigned Articles: 3

Textbook: Chapter 9

Connect Assignment 6

Writing Assignment 5

Quiz 7 (Chapters 9)

Monday 08/06 – Saturday 08/11

Module 7 Final Case

Evaluate how branding influences organizational performance. Contributes to course learning objectives 1 and 3.

Assigned Case Article: 1

Writing Assignment 6