| Course Title: | Strategic Marketing |
|---|---|
| Course Number: | MKTG525 |
| Course Description: | This course surveys contemporary principles and practices for marketing management as a corporate strategic asset. In a dynamic global marketplace requiring rapid response to consumer need and behavior, this course focuses on marketing strategies for creating customer-driven value in products and services. Topics include consumer research techniques; product positioning and differentiation; branding; customer segmentation; target marketing by demographics, psychographics and behavioral variables; and using both traditional and digital channels to reach niche or mass market audiences. Ethical implications of online behavioral tracking and targeting are explored in the context of the value chain. |
| Course Prerequisites: | None |
Syllabus
Course Information
Course Specific Requirements
Enter content here, if necessary.
Software Citation Requirements
This course uses open-source software, and as the end users of this software, students are required to cite the software for any student work, such as assignments, labs, or projects, where the software has been utilized. Open-source software does have end-user license agreements, and all students should read the entire agreement for a software prior to installation or usage. In order to use the software in this course, software citations have been created for students and can be located on the Open Source Applications page. These software citations must be included in all student work submissions that have used the software.
Textbooks and Resources
Required Textbooks
The following books are required for this course:
Principles of Marketing
16th Edition
by Philip Kotler & Gary Armstrong
2016 Pearson Education, Inc.
E-book Details
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Step 3: Access the Desktop and Mobile Versions
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Access your eBook by clicking on the book cover or title in the syllabus page. Bookshelf Online will open.
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Campus Additional Information
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Terminal Course Objectives
DeVry University course content is constructed from curriculum guides developed for each course that are in alignment with specific Terminal Course Objectives. The Terminal Course Objectives (TCOs) define the learning objectives that the student will be required to comprehend and demonstrate by course completion. The TCOs that will be covered in detail each week can be found in the Objectives section for that particular week. Whenever possible, a reference will be made from a particular assignment or discussion back to the TCO that it emphasizes.
A
Given a marketing problem, evaluate marketing management strategies, processes, and tools that create and sustain customer relationships in the marketplace.
B
Given information about consumer insights and buying patterns, develop a value proposition that meets a target segment's needs and could form the basis of a marketing plan.
C
Given a proposal describing a potential new offering from a company with an established brand, research and assess new product development strategies for a product or service and anticipate the expected life cycle.
D
Given cost and marketing information about a company’s product or service (perceived value, competitive offerings, and cost), compare and contrast the impact of different strategic pricing approaches to a market offering.
E
Given a company’s product/service portfolio, develop a value delivery network (VDN), which includes direct and digital distribution with customer relationship management (CRM).
F
Given information about the marketplace, recommend an integrated marketing communications (IMC) plan to communicate customer value using advertising, public relations, sales promotion, personal selling, and direct and online strategies.
G
Given information about the marketplace, recommend a competitive positioning strategy and review the sustainable and ethical implications to stakeholders of a market offering in the local and global market space.
Lab Schedule
None
Citrix
RKON
Skillsoft
Toolwire
WebServer
ACC COMAT
ACC NonCOMAT
CWP
EDUPE (MySQL)
None
Citrix
RKON
Skillsoft
Toolwire
WebServer
ACC COMAT
ACC NonCOMAT
CWP
EDUPE (MySQL)
None
Citrix
RKON
Skillsoft
Toolwire
WebServer
ACC COMAT
ACC NonCOMAT
CWP
EDUPE (MySQL)
None
Citrix
RKON
Skillsoft
Toolwire
WebServer
ACC COMAT
ACC NonCOMAT
CWP
EDUPE (MySQL)
None
Citrix
RKON
Skillsoft
Toolwire
WebServer
ACC COMAT
ACC NonCOMAT
CWP
EDUPE (MySQL)
None
Citrix
RKON
Skillsoft
Toolwire
WebServer
ACC COMAT
ACC NonCOMAT
CWP
EDUPE (MySQL)
None
Citrix
RKON
Skillsoft
Toolwire
WebServer
ACC COMAT
ACC NonCOMAT
CWP
EDUPE (MySQL)
None
Citrix
RKON
Skillsoft
Toolwire
WebServer
ACC COMAT
ACC NonCOMAT
CWP
EDUPE (MySQL)
None
Citrix
RKON
Skillsoft
Toolwire
WebServer
ACC COMAT
ACC NonCOMAT
CWP
EDUPE (MySQL)
Course Schedule
| Week, TCOs, and Topics | Readings and Class Preparation | Activities and Assignments |
|---|---|---|
| Week 1 TCO A Value Creation and the Marketing Process | Chapter 1: Marketing: Creating Customer Value and Engagement Chapter 2: Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships Chapter 3: Analyzing the Marketing Environment Appendix 1 | Course Project: Select a Marketing Plan Topic Graded Discussion Topics |
| Week 2 TCO B Understanding Consumer Change | Chapter 4: Managing Marketing Information to Gain Customer Insights Chapter 5: Consumer Markets and Buyer Behavior Chapter 6: Business Markets and Business Buyer Behavior (pp. 172–180) Chapter 7: Customer-Driven Marketing Strategy: Creating Value for Target Customers | Quiz Graded Discussion Topics |
| Week 3 TCO C Creating the Value | Chapter 8: Products, Services, and Brands: Building Customer Value Chapter 9: New-Product Development and Product Life Cycle Strategies | Course Project: Draft #1 Graded Discussion Topics |
| Week 4 TCO D Generating the Value | Chapter 10: Pricing: Understanding and Capturing Customer Value Chapter 11: Pricing Strategies: Additional Considerations Appendix 2 | Assignment: Create the Value: Market Segmentation Analysis and Value Proposition Graded Discussion Topics |
| Week 5 TCO E Delivering the Value | Chapter 12: Marketing Channels: Delivering Customer Value Chapter 13: Retailing and Wholesaling Chapter 17: Direct, Online, Social Media, and Mobile Marketing (pp. 510–516, 526–533) | Course Project: Draft #2 Graded Discussion Topics |
| Week 6 TCO F Communicating the Value | Chapter 14: Engaging Customers and Communicating Customer Value Chapter 15: Advertising and Public Relations Chapter 16: Personal Selling and Sales Promotion Chapter 17: Direct, Online, Social Media, and Mobile Marketing (pp. 516–526) | Quiz Graded Discussion Topics |
| Week 7 TCO G Value in the Sustainable and Global Marketplace | Chapter 18: Creating Competitive Advantage Chapter 19: The Global Marketplace Chapter 20: Social Responsibility and Ethics | Course Project Graded Discussion Topics |
| Week 8 All TCOs | Course Project: PowerPoint® Presentation | |
Blended E-Learning
This course is an 8-week, intensive course that includes both classroom-based and e-learning activities. Your participation in both areas is essential to your success in this course. You should expect to spend time each week participating in the prescribed activities both before and after our class meeting.
Participation before, during, and after class meetings is critical to your success in this intensive environment.
To get the most out of our weekly class meetings, it is essential that you come to class prepared. The weekly readings listed in the Course Schedule will prepare you for class. Our class meetings, in turn, will prepare you for upcoming exams and assignments.
Through the DeVry e-learning platform, you will be able to
- review the Syllabus and weekly assignment information;
- submit completed work for grading;
- take quizzes and exams;
- obtain copies of class handouts and notes;
- e-mail the instructor and other students; and
- participate in online discussion of class material.
Due Dates for Assignments & Exams
Unless otherwise specified, the following applies.
- Access to most weeks begins on Sunday at 12:01 a.m. mountain time (MT).
- All assignments are to be submitted on or before Sunday at the end of the specified week that they are due, by 11:59 p.m. (MT).
- All quizzes and exams are to be completed on or before Sunday at the end of the specified week that they open, by 11:59 p.m. (MT).
Week 8 opens at 12:01 a.m. (MT) on the ending Sunday of Week 7. Any assignments or exams must be completed by 11:59 p.m. (MT) Saturday of the eighth week.
Due Dates for Assignments & Exams
All assignments, quizzes, and exams are to be completed per the schedule indicated by your instructor.
Assignment Values and Letter Grades
The maximum score in this class is 1,000 points. The categories, which contribute to your final grade, are weighted as follows.
| Assignment | Points | Weighting |
|---|---|---|
| Discussions (40 points, Weeks 1–7) | 280 | 28% |
Course Project: Marketing Plan
| 450 | 45% |
Quizzes: | 180 | 18% |
Assignment: Market Segmentation Analysis and Value Proposition | 90 | 9% |
| Total Points | 1,000 | 100% |
All of your course requirements are graded using points. At the end of the course, the points are converted to a letter grade using the scale in the table below.
Final grades are based on the percentage equivalent in the chart below and are not rounded to the next higher letter grade.
| Letter Grade | Points | Percentage |
|---|---|---|
| A | 930–1,000 | 93% to 100% |
| A- | 900–929 | 90% to 92.9% |
| B+ | 870–899 | 87% to 89.9% |
| B | 830–869 | 83% to 86.9% |
| B- | 800–829 | 80% to 82.9% |
| C+ | 770–799 | 77% to 79.9% |
| C | 730–769 | 73% to 76.9% |
| C- | 700–729 | 70% to 72.9% |
| D+ | 670–699 | 67% to 69.9% |
| D | 630–669 | 63% to 66.9% |
| D- | 600–629 | 60% to 62.9% |
| F | 599 and below | Below 60% |
DeVry Graduate Academic Policy and Relevant Resources
DeVry Undergraduate Academic Policy and Relevant Resources
Frequently Asked Questions
When are grades calculated, and how can I view my grades?
- You must complete any quizzes and post your written assignments (if necessary) to the weekly Dropbox by Sunday 11:59 p.m. (MT) each week, except Week 8 which closes at 11:59 p.m. (MT) Saturday.
- Once your work is reviewed, you should see comments and total points for each assignment in the Gradebook. Instructors should have Discussion work graded by the following Tuesday and all other assignments by the following Friday.
- You may check your progress at any time by going to the Gradebook, selecting the week and then your name.
- Click on the points earned for each assignment in the Gradebook to see any instructor comments.
What should I do if a discrepancy is found with my grade?
- Double-check the error and try to determine what caused it.
- Send your instructor an email explaining your findings.
- Trust that any error in grading will be corrected quickly
What if I cannot get my work submitted on time?
- If you have an emergency that will cause your work to be late, please contact your instructor in advance of the due date so that arrangements can be made. Your instructor may reserve the right to deduct points for work turned in late based on the reason and the timeliness of notice.
- If a technical problem prevents you from meeting the scheduled due date, please contact the Help Desk at 1-800-594-2402 and immediately email your instructor about the situation.
How can I get extra credit?
Extra credit is not an option.
Questions and Concerns
Please feel free to contact me for help with coursework or other areas that may impact your progress. Here are some examples.
- Do you have general questions about attendance, deadlines regarding your courses, student financial aid, or other areas?
- Are you a member of the military service? Do you need to adjust your schedule due to active duty, or do you have questions about your GI Bill® benefits or have other unforeseen military and veteran-related issues that have developed?
- Do you need supplementary student assistance? Please let me know if you are having academic difficulty and would like an ADA accommodation. Although I can talk with you about getting assistance, an excellent point of contact is the Office of Student Disability Services. You can reach the Office by calling 877-496-9050, option 3, or by e-mailing adaofficer@devry.edu or adaofficer@keller.edu.
Regardless of your situation, please feel free to contact me for assistance in whatever area of concern you might have. I will do everything I can to assist you or put you in contact with University colleagues who are trained to assist you in whatever area of concern you might have.
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