EMBA 8

Lecturer: Dr. Ken Wong

Date: June 24-26, 2016

Strategic Marketing

SYLLABUS
Module Objectives
This course is designed to give MBA participants a dynamic view of strategic marketing
strategy with a focus on both strategy development and execution. It provides a framework
to develop marketing strategies that yields a distinctive customer advantage based on
customer and competitor analysis.
This course begins with a high-level introduction to the marketing mix, and then explores
issues and opportunities surrounding branding, digital marketing, pricing, distribution
channel, marketing research, and new product development. Participants will have the
opportunity to sharpen their marketing decision-making process via a computer simulation
game, and also enhance their marketing resource allocation skills by making use of a software
tool. Hot topics such as customer experience management and social media management will
also be covered in this strategic marketing course. By the end of this course, participants
should be able to:

Write a marketing plan to secure resources for product launches

Develop and critique marketing strategies
Appreciate the fast-changing consumer markets
Understand the KSFs in business marketing
Evaluate the success of marketing programmes

Preliminary Tasks
1. Find the top 3 worldwide smartphone vendors (manufacturers) and their market share
information in 2005 and 2015, respectively. Can you suggest some reasons why the 2005
market leaders failed to maintain their competitive position?
2. View the following YouTube videos and argue whether this kind of pop-up virtual store
can be successful in your country (e.g., Bulgaria) or not?
Tesco (UK): https://www.youtube.com/watch?v=7JItU05mjCk
HomePlus (South Korea): https://www.youtube.com/watch?v=fGaVFRzTTP4
Woolworths (Australia): https://www.youtube.com/watch?v=NaIjK6qoyg8

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3. Carry out a preliminary reading of the following article prior to class:

Wong, K.K. (2016) Hasselblad: A new chapter for the Swedish luxury camera
manufacturer
(9B16A017).
Ivey Cases, Ivey Publishing. Available at
https://www.iveycases.com/ProductView.aspx?id=78424
4. Carry out a preliminary reading of the following article prior to class:
Wong, K. K. (2013). Partial Least Squares Structural Equation Modeling (PLS-SEM)
Techniques Using SmartPLS. Marketing Bulletin, 24, Technical Note 1, 1-32. Available at:
http://marketing-bulletin.massey.ac.nz/V24/MB_V24_T1_Wong.pdf

Course Work
The course is based on a mixture of lectures, in-class exercise, software simulation game, case
studies discussion, and group work/presentation. Attendance is mandatory.

Evaluation
A 2-hour evaluation will be carried out at the end of the course, usually 3 weeks after the
course.

Final individual project (Hasselblad marketing plan)

Group case presentations
Group assignment (due day 3)
Class attendance & contribution

50%
30%
10%
10%

Information about the Final individual project

There In this final individual project that's due 3 weeks after this course is completed, you are
asked to submit a 15-20 pages long (including references and appendices) marketing plan for
Hasselblad's CEO Perry Oosting, answering his following question:
"How does professional photography play a role within the fast moving and increased
imaging capturing through smartphones? How does slow life stands versus fast life in
2016?"
With these 2 questions in mind, 1/3 of your plan should cover the strategic global branding
aspects for Hasselblad, whereas the other 2/3 of your paper should cover a detailed
discussion of the marketing mix (4Ps) for Hasselblad in your chosen country (e.g., Bulgaria).
Details will be discussed in class.

Background readings

There Hercaud, M. and Haghirian, P. (2011). KIA MOTORS Facing Globalization

Challenges, Sophia University, 311-234-1
Sterman J., Jekarl K., and Reavis C. (2011) Sonys Battle for Video Game
Supremacy. MIT Open Courseware. Available at:

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https://mitsloan.mit.edu/LearningEdge/CaseDocs/07-046-SonysBattle.pdf?v=20120410
Reichheld, F. F. (2003, Dec). The One Number You Need to Grow (R0312C).
Harvard Business Review.
Wong, K. K. (2011). Vertu: Nokia's Luxury Mobile Phone for the Urban Rich
(9B11A040). Ivey Cases. Ivey Publishing. Available
https://www.iveycases.com/ProductView.aspx?id=52373
Wong, K.K. (2015) Pequignet: The Face of the Renaissance of French Haute
Horlogerie (9B15A022). Ivey Cases, Ivey Publishing. Available
https://www.iveycases.com/ProductView.aspx?id=72129
Yu, H. (2013). Xiaomi 2013: Copycat? Not my style. (IMD-3-2410), IMD/The Case
Centre.

Schedule
Day 1
Time
7:30 10:30

FINANCIAL MANAGEMENT EXAM

10:30 11:30

11:30 11:45
11:45 12:30
12:30 14:00

Introduction: Instructor & Students

Ice-breaking Activity
Overview of the Marketing Mix (Product, Price, Promotion, Place)
Reality Check: Straight Talk about Marketing

BREAK
3 Core Brand Elements (Name, Logo & Color)
5 Basic Components of Brand Equity
LUNCH

14:00 15:00

Market Segmentation
Product Differentiation
Branding for Luxury Goods
Case study: Vertu

15:00 16:45

Brand Repositioning
Brand Usage and Valuation
Repairing a damaged brand
Brand Reinforcement and Revitalization
Case study: Pequignet and Kia Motors

16:45 17:00

BREAK

17:00 17:30

New Product Development

Branding for startups
Case study: Xiaomi smartphone

17:30 18:30

Team-work: Preparation for presentation on Branding

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Day 2
Time
09:00 10:00

Team Presentation: Branding

10:00 11:00

Digital Marketing Strategy (Web & Mobile)

Social Media Evaluation and Management
Omni Channel Retailing & Advertising

11:00 11:15

11:15 12:30

12:30 14:00
14:00 15:00

15:00 16:45

BREAK

Pricing Strategy (EDLP, Hi-Lo, cost/demand/competitor-based pricing)

Price Sensitivity Analysis
Profit Maximization Strategies
Ethics and Legal Challenges in Price Management

LUNCH
A.I.D.M.A.S. Sales Model
7 Stages in Promotional Campaign Planning
B2B Promotional Strategies

Customer Retention Strategy

Concept of A.R.A. and C.L.V
Channel Design Considerations
Marketing Research: Survey Design & Conjoint Analysis

Team-work: Sony Video Game Simulation

Reading: Sonys Battle for Video Game Supremacy
16:45 17:00

BREAK

17:00 17:30

PLS-SEM
Reading: Partial Least Squares Structural Equation Modeling

17:30 18:30

Team-work: Preparation for presentation on PLS-SEM

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Day 3
Time
09:00 10:00

Team Presentation: PLS-SEM

10:00 11:00

What is Customer Experience?

CEM vs CRM
CEM Trends

11:00 11:15

11:15 12:30

BREAK
The Financial Benefit of Positive Customer Experience
CEM goes Mainstream
Reichhelds Net Promoter Score (NPS)
Reading: The 1 number you need to grow

12:30 14:00

LUNCH

14:00 15:00

Who manages CEM?

The Biggest Challenges in CEM
Understanding Online CEM

15:00 16:45

16:45 17:00

Challenges with the Mobile Experience

3-step Customer Experience Engineering
Online/Offline Integration
Bringing Mobile into the Multichannel Experience

BREAK

17:00 17:30

Recipe for writing a strategic marketing plan

17:30 18:30

Wrapping Up

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Other course policies

Attendance:
Given that a substantial amount of knowledge will be acquired in class through individual and
team discussions, attendance will be considered a crucial issue in this course. If a participant
needs to be absent in some session, it should be communicate it to the instructor well in
advance.
Punctuality:
Problem formulation is made at the beginning of the class. That activity determines and
shapes the rest of the class analysis and discussion. So, being late in the session will strongly
limit the students ability to actively participate and share his/her thoughts. Furthermore, to
leave the class before its end is unacceptable either.
Individual Participation:
One of the basic skills of any person in the business world is the ability to communicate his/her
ideas in an organized and intelligible fashion. For that reason, class participation becomes a
fundamental expected attitude in the course participants. Highly valued comments and
contributions include: focusing in topics not fully discussed yet, sharing different perspectives
in the analysis, commenting working experiences related to the cases under study, and
applying theories/frameworks/models that may help find a solution to the problem.
Had a participant not being able to prepare for class discussion, he/she is expected to
communicate it to the instructor at the beginning of the class.
Academic Integrity:
COTRUGLI Business School support and expect the highest standards of academic honesty.
Just as integrity is valued in the workplace, it is also the foundation for how we should conduct
ourselves during the course. Academic misconduct will not be tolerated. As such, students
should not share any information regarding exams or presentations. Copying work of other
participants, especially during the period before and after the residency, is a serious offense.
Discussion of individual assignments is encouraged, but the end product is expected to be an
individuals effort. It is the responsibility of the course participants to contact the instructor
with any question they might have of what constitutes appropriate ethical standards.
NOTE: The content of the syllabus might be modified during the course to better meet the
needs and expectations of the participants. Complementary material will be distributed
during the classes.

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Professors Profile
Dr. Ken Kwong-Kay Wong is a Professor of Marketing and Programme Coordinator at Seneca
College. Dr. Wong previously served as an Assistant Professor of Retail Management at
Ryerson Universitys Ted Rogers School of Management (AACSB-accredited). In 2014, he was
the top nominated professor for the A Prof Who Made a Mark award at Ryerson. Prior to
joining Ryerson in 2012, he was a U21Global Marketing Professor and Subject Area
Coordinator, training corporate executives and MBA students from over 70 countries. In
2008-2012, he received the Outstanding Professor, Most Innovative Professor and Excellence
in Online Education awards at U21Global.
Since 2003, Dr. Wong has been lecturing at the University of Toronto's School of Continuing
Studies. He is also a visiting faculty member at various accredited institutions of higher
education in Europe, including Nyenrode Business Universiteit (AMBA and EQUIS accredited)
in Breukelen, The Netherlands, Aalto University Executive Education (Triple-crown
accredited) in Helsinki, Finland, and International School of Management (ACBSP-accredited)
in Paris, France.
Dr. Wong's research interests include marketing for luxury brands, customer relationship
management and online education. His articles have appeared in peer-reviewed international
journals such as Telecommunications Policy, Service Industries Journal, and Journal of
Database Marketing and Customer Strategy Management. Dr. Wong is also the author of the
SCS lecture series in the areas of International Marketing, Advertising, PR & Publicity, EBusiness, and Retail Merchandising. His latest books include Approved Marketing Plans for
New Products and Services, Avoiding Plagiarism, More Bucks Annually, Putting a Stake in the
Ground, and CRM in Action.
Prior to entering the academic field, Dr. Wong was the Vice President of Marketing at TeraGo
Networks (TSX: TGO) and had previously served as Director of eProduct Marketing at PSINet
(NASDAQ: PSIX). He had also carried progressive marketing roles at Sprint Canada and TELUS
Mobility.
Certified by the American Marketing Association as a Professional Certified Marketer (PCM),
Dr. Wong completed his Bachelor of Science degree in Basic Medical Sciences at the University
of Toronto and holds the International MBA degree from Nyenrode Business Universiteit in
the Netherlands. He earned his Doctor of Business Administration degree from the University
of Newcastle, Australia and has completed executive education programmes at both Kellogg
and Queen's.

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