MBA 704-001 Strategic MARKETING · 1 day ago · 1 MBA 704-001 Strategic MARKETING Dwight R. Heinrichs, MBA ED 512.10 306 585 4718 [email protected] Please Note! MBA 704

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MBA 704-001

Strategic MARKETING

Dwight R. Heinrichs, MBA

ED 512.10

306 585 4718

[email protected]

Please Note!

MBA 704 will be primarily delivered in a Virtual Classroom.

Students will be required to have a computer with Word, PowerPoint and Excel, plus, Zoom (Internet).

A webcam, microphone plus speakers will also be required!

The times, they are a-changin ’...

– Bob Dylan

COURSE DESCRIPTION Businesses will need to re-evaluate, revise, even reinvent their business plans and value proposition … to be relevant in this CV19 era. This course will focus on classic marketing theory. It will then consider how this theory applied in the recent past. And, it will explore how it now applies in a changing / uncertain present and future. The intent is to equip students with better tools to make sense of things, to provide measured insight and strategic leadership to organizations in which they are involved. The course will be delivered as a cross-list with BUS 410-001. The intent is to deliver most classes via Zoom during the scheduled class time with a Live Lecture format. These will be a mix of lectures and case discussions requiring student participation with webcam … these will not be recorded. And, there may be guest speakers and a class client or two … to bring forward on-the-street consulting skills. (If necessary, some classes may have Directed PowerPoints with video links for you to work through on your own time.) Technical requirements for the course are pretty standard. That noted, questions about tech requirements can be forwarded to IT Support at [email protected], alternately at 306-585-4685 or 1-844-585-4685.

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LEARNING OBJECTIVES / OUTCOMES Marketing 704 is a course that builds an understanding of how to make sense of the competitive landscape.

It then revisits the process of creating a go-forward vision, a growth strategy with a competitive edge, and

a brand that stands out, underwritten with a strong value proposition. Risk and mitigation is also considered.

We will accomplish this by reviewing marketing strategy frameworks. We will then spend some time on how

to work with clients as a consultant. The art of asking necessary questions, managing the client relationship

and writing a professional report with high-value recommendations will be explored.

A number of guest speakers will be brought in with specific expertise to provide ‘professional life’ insights.

The final exam project will involve students taking on themselves as a client, to think through and design

one’s own personal brand, and also, a professional resume.

COURSE EXPECTATIONS As noted, this course will entail a combination of lectures, seminar discussions, case discussion, videos and guest speakers. A key theme will be thinking in terms of resourcefulness, adaptability and capacity to reinvent in this unusual business climate. Quality participation in classroom discussions are expected, also active participation in team work. It is expected that students will read and prepare appropriately for every class. Please read each section of the course outline for expectations on all components of the course. COURSE ASSESSMENT SUMMARY & DESCRIPTION

Class Participation: 10%

We will work with the Virtual Classroom much like we would if face to face. Top participation marks will go to students who have their webcams turned on with student name and are consistently present to contribute their insights.

Midterm: Take-home Case Assignment 30%

Consultation: 30%

Micro Client Analysis & Presentation 10%

Macro Client Formal Report and Presentation 20%

Team Peer Evaluation (Optional).

Final Exam: Personal Brand Strategy (including Resume) 30%

Please note the following schedule and the assignment due dates. We will be following this unless noted otherwise. In the event of a roll-out change, the class will be notified on URCourses.

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COURSE MATERIALS

Philip Kotler & Kevin Lane Keller, A Framework for Marketing Management – 5E, Pearson / Prentice Hall.

Topics include: development of marketing strategies, market demand and environments, creating customer

value, analysis of consumer markets, market segmentation, brand loyalty, the product life cycle, managing

mass communication, and marketing management in the global economy. This text is for professionals

seeking to refine their skills in marketing strategy.

There will also be three to five Ivey and / or Harvard cases used in the course which will be provided in PDF

form (approximately $3.50 per case).

ACADEMIC REGULATIONS Extensions or requests for changes by students to the pre-course exam, assignments and final exam due dates will require the student to complete a formal request for deferral. The student completes the request, consults with the instructor who must sign the form, and the instructor then submits the form (and any supporting documentation provided by the student) to Faculty of Graduate Studies and Research (FGSR). The decision (approved or denied deferral) is made by FGSR and is usually only approved if there are extenuating circumstances (e.g., illness & death). The decision is sent by mail to the student and it is the student’s responsibility to ensure the deferred requirements are met within the outlined time frame. It is also the student’s responsibility to follow-up with FGSR if they do not receive a response from FGSR on their submitted request. Requests for deferral received more than two (2) weeks after the final day of the examination period will be denied. The deferral form can be found on the FGSR website at: https://www.uregina.ca/gradstudies/forms.html

For a description of the grading system, consult the Faculty of Graduate Studies and Research link here: https://www.uregina.ca/gradstudies/current-students/grad-calendar/grading-system.html#gradingsystem

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STUDENT RESOURCES Accessibility Services – If there is any learner who, because of a disability or other consideration, may have a need for accommodation(s), please contact the Centre for Student Accessibility before or at the start of the course https://www.uregina.ca/student/accessibility/. The Centre will advise on protocols for you to proceed and the required communication with your instructor. Counselling Services – If any student is experiencing personal problems which may be affecting their studies, consider consulting UofR Counselling Services. To make an appointment, call 306-585-4491 (M – F from 8:30 a.m. to 4:30 p.m.), or, email at https://www.uregina.ca/student/counselling/services/index.html.

Writing Assistance – The Student Success Centre (www.uregina.ca/ssc) offers both on-line resources and in-person tutoring (may not be presently available) on writing skills.

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704-001 … M-W … 04:00-05:15 … ED 623 Virtual Classroom

Schedule – Subject to Revision Consulting Assignments

W-Sep 02 01 Advanced Marketing, Course Overview

M-Sep 07 Labor Day – No Class

W-Sep 09 02 Re-Cap 1: Environmental Scanning – pre-read RARC Work in Teams

M-Sep 14 03 Re-Cap 2: Business Model Design Work in Teams

W-Sep 16 04 Presenting the RARC Plan, Teams 1, 2 & 3 Work in Teams

M-Sep 21 05 Presenting the RARC Plan, Teams 4, 5 & 6 Work in Teams

W-Sep 23 06 Working with the Client & Presenting – Midterm Assigned

M-Sep 28 07 Macro Client: TBC Gather Info

W-Sep 30 08 The Art of Connecting: Victor T

M-Oct 05 09 Discussion of Midterm Recommendations (Please submit Midterm in hard copy prior to class)

W-Oct 07 10 Commercializing Disruption: Marco C

M-Oct 12 Thanks Giving – No Class

W-Oct 14 11 Micro Client 1: TBC Gather Info

M-Oct 19 12 Micro Client 1: TBC Presentations

W-Oct 21 13 Micro Client 2: TBC Gather Info

M-Oct 26 14 Micro Client 2: TBC Presentations

W-Oct 28 15 Micro Client 3: TBC Gather Info

M-Nov 02 16 Micro Client 3: TBC Presentations

W-Nov 04 17 Paying Attention to the Numbers: Lee F

M-Nov 09 Fall Reading Week

W-Nov 11 Fall Reading Week

M-Nov 16 18 Boardroom Presentation Submit Draft Rpt

W-Nov 18 19 Boardroom Presentation Submit Draft Rpt

M-Nov 23 20 The Art of the Hustle: Kent H Submit Report

W-Nov 25 21 Macro Client: TBC Presentations

M-Nov 30 22 410 in the Rear View Mirror Peer Eval (Opt)

W-Dec 02 No Formal Class – Final Exam Assigned

Final Exam: Thursday, Dec 23 02:00 p.m. to 05:00 p.m. Location: Virtual

Enjoy the class!