Marketing Strategies is a required course for all marketing majors. It is designed as a capstone course with specialized knowledge in marketing. The course is primarily for seniors and all students should possess the prerequisite study in Marketing Management and Marketing Research. Students are also required to have completed the business core, Consumer Behavior (MKT 311), and Marketing Research (MKT 321), before enrolling in MKT 391.
This course begins the process of integrating the curriculum of study for the BBA degree, which is completed in Strategic Management - BUS 345. The course draws on the rich body of literature in the field of Marketing Strategy and Strategic Market Planning. The concepts, theories and ideas are given practical application in case studies and the dynamic marketing simulation COMPETE. Emphasis is placed on problem solving and use of analytical tools in the solution of marketing problems.
MKT 391 is designated a writing intensive course. As such, a significant amount of the course work and evaluation will involve individual writing performance.
All written work is to be word processed, spell checked, proof read and corrected before it is submitted.
Per College / Department policy, the Individual Strategic Market Plan (SMP) Report worth 300 points (30% of course grade) must be submitted in class on the date and at the time scheduled for the Final Exam. Thirty (30) points will be deducted for each day of delay or part thereof.
The activity of verbal engagement related to the assigned topic within the context of the class is defined as class participation. There are several methods of receiving class participation credit:
submitting quality Weekly Writing Assignments on time;
submitting quality justification of scores on Team Presentations on time;
submitting quality justification of scores on Peer Evaluations on time;
reading, learning, and using Marketing DSS packages (in individual SMP Report & Team Presentation);
completing web-based surveys on Markeing DSS packages and suggesting improvements;
asking questions about text or case material;
making observations about text or case material;
making insightful comments or asking penetrating questions during lectures or at appropriate times during case presentations; and
relating assigned material to other areas of study or current events in the business environment
Class participation is the student's responsibility. Class attendance is necessary but not a sufficient condition to receive satisfactory credit for class participation. Absence from team presentations will lower the class participation score.
Develop a strategic plan for the company. Following the general model in the text, develop a detailed strategic marketing plan. A presentation handout, a list of references, and an appendix containing all material referred to, will be submitted to the professor at the end of the semester. This team submission must have a title page, table of contents, and appropriate headings and subheadings. All sources are to be properly referenced.
Team presentations will include all team members. No oral presentation is to be read (notes cards are permitted as reference guides only). Student presentations are to be made in a relaxed, confident and professional manner. Levity and lightheartedness can enhance the presentation with appropriate timing and style. However, nervous giggling suggests immaturity and detracts from professional style. Presentations are to be carefully practiced and are not to exceed SIXTY minutes in length. All team members will actively engage in the presentation and discussion that follows the presentation. A computer presentation program or overhead slides are to be used for visual aids. Other types of visual aids may also be used.
Team presentations will demonstrate the knowledge and application of market planning concepts and techniques. Content must demonstrate the use, application and understanding of strategic market planning tools, techniques and concepts. Solid data analysis is the foundation for decision making and recommendations. Vague generalizations, sloppy or inaccurate analysis and glib solutions will detract from your presentation and therefore should be eliminated. Appropriate presentation of data in graphs or tables is required.
Students with disabilities are encouraged to contact the KOKUA Program for information and services. Services are confidential and students are not charged for them. Contact KOKUA at 956-7511 (voice/text), kokua@hawaii.edu, or Student Services Center, Room 13.
Each team must submit a company name (less than 28 spaces), three brand names (less than 12 spaces each), a company slogan, and a set of company and product / regional goals via the web-based Co. / Brand Names & Goals form by Thursday, January 26, 2023. Justification for the names selected must be given (together with the company objectives and strategies) in the Team Presentation at the end of the semester. The company and product / regional goals must be specific (profitability by company; market share by SBU; quality by product; and cost by product), measurable and quantifiable (to enable you to monitor your performance), time-bound (by year), challenging yet realistic, and consistent.
Marketing research reports provide valuable information about your competitors. Data on sales volume (in both units and dollars), market share, pricing, advertising, sales force, and quality, by region and by product, for each competitior will be used in regression analysis, postioning, and product portfolio analysis. A 100 percent surcharge will be levied for any marketing research reports required for earlier periods.
Because University of Hawaii at Manoa is an academic community with high professional standards, its teaching, research, and service purposes are seriously disrupted and subverted by academic dishonesty. Such dishonesty includes cheating and plagiarism as defined below. Ignorance of these definitions will not provide an excuse for acts of academic dishonesty.
Cheating includes but is not limited to:
giving or receiving unauthorized assistance during an examination;
obtaining or providing unauthorized information about an examination before it is given;
submitting another's work as one's own;
using prohibited sources of information during an examination;
fabricating or falsifying data in experiments and other research;
altering the record of any grade;
altering answers after an examination has been submitted;
falsifying any official University record; or
misrepresenting of facts in order to obtain exemptions from course requirements.
Plagiarism includes but is not limited to:
submitting, in fulfillment of an academic requriement, any work that has been copied in whole or in part from another individual's work without attributing that borrowed portion to the individual;
neglecting to identify as a quotation another's idea and particular phrasing that was not assimilated into the student's language and style or
paraphrasing a passage so that the reader is misled as to the source;
submitting the same written or oral and artistic material in more than one course without obtaining authorization from the instructors involved; or
"drylabbing," which includes obtaining and using experimental data and laboratory write-ups from other sections of a course or from previous terms.