MKT 391: Marketing Strategies

Fall 2009
Room E-203
T R Noon – 1:15 p.m.
Instructor: Bill Moylan Phone: 956-7681

Office Hours: T R 10:45 a.m. – 11:45 a.m., Office location: BUSAD C502H
and by appointment
E-mail: wmoylan@hawaii.edu

Class website: http://faculty.shidler.hawaii.edu/wmoylan

Course Description:
This course shows how all aspects of marketing tie together in the development of marketing strategies and
the creation of the strategic marketing plan.
This is an extremely important course. Successful development and implementation of the strategic marketing
plan is critical for business success in a competitive industry.

Course Objectives:
By the end of this course, you should understand:
 Industry structure
 Internal and external analysis
 Competitor analysis
 Strategic alternatives
 Sustainable competitive advantage
 Strategic positioning
 Marketing planning
Course Methodology:
Methods used in this class include:
 Lecture  Case studies  Textbook reading

 Written assignments  Quizzes and exams  Oral presentations

Text:
Aaker, David A., Strategic Market Management, 8th edition, John Wiley & Sons, 2007

Class Grade Components:

20% Unannounced Quizzes—based on assigned reading for that day
15% Group written assignments
30% Group final plan/oral presentation
30% Final Exam
5% Class Participation
100%
MKT 391 – Marketing Strategies
Fall 2009

Unannounced quizzes

There will be multiple unannounced quizzes at the beginning of class on the material that
was assigned for reading that day.

Group Written Assignments

There will be two written assignments due from your group. Details for assignment of
groups, and method and timing of written assignments will be discussed in class.

Group final plan/oral presentations

This will be the culmination of your work all session, and will “build” on previous written
assignments.

Final Exam
Comprehensive exam covering all aspects of the course. Exam will be on December 15.

Attendance and class participation

Attendance is MANDATORY!!! Students are expected to show up prepared for this class—
there are 31 class meetings and they are all crucial. Students are expected to e-mail the
instructor prior to 8:00 AM the morning of any class they will miss. After three absences, the
course grade will be lowered ½ grade for each class missed.

Disability Access

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 Queen Liliuokalani Center for
Student Services, Room 13. Also, feel free to ask the instructor if accommodations are
desired.

MKT 391 Honor Code

Students are expected to conduct themselves with the highest level of integrity. All work
MUST be the student’s own. Of course, plagiarism will result in dismissal from the course
and a grade of “F.”
 BUS 391: Marketing Strategies
Fall 2009
Course Outline
Class Date Topic Required Reading
(prior to class)
1 8/25 Intro to course; overview of strategy
2 8/27 Strategic Marketing Management: an overview Ch. 1
3 9/01 External and customer analysis Ch. 2
4 9/03 External and customer analysis (continued)
5 9/08 Competitor analysis Ch. 3
6 9/10 Market analysis Ch. 4
7 9/15 Market analysis (continued)
8 9/17 Environmental analysis Ch. 5
9 9/22 Environmental analysis (continued)
10 9/24 Internal analysis Ch. 6
11 9/29 Creating advantage Ch. 7
12 10/01 Creating advantage (continued)
13 10/06 Alternative Value Proposition Ch. 8
14 10/08 Brand Equity Ch. 9
15 10/13 Brand Equity (continued)
16 10/15 Energizing… Ch. 10
17 10/20 Leveraging Ch. 11
18 10/22 New Business Ch. 12
19 10/27 New Business (continued)
20 10/29 Global strategies Ch. 13
21 11/03 Global strategies (continued)
22 11/05 Declining market strategies Ch. 14
23 11/10 Declining market strategies (continued)
24 11/12 Implementation (organizational issues) Ch. 15
25 11/17 Implementation (organizational issues) (continued)
26 11/19 Team Presentation 1
27 11/24 Team Presentation 2
28 12/01 Team Presentation 3
29 12/03 Team Presentation 4
30 12/08 Team Presentation 5
31 12/10 Course review
12/15 FINAL EXAM (noon – 2:00 p.m.)