Syllabus

Marketing Strategy
MAR4804 U01A
Summer A 2020
Wed (6:30pm-9:50pm)
Zoom Video Conferencing
GENERAL INFORMATION
PROFESSOR INFORMATION

Instructor: Prof. Andrew Yap

Phone: (305) 403-0240
Office: RB 307B (MMC)
Fax: (348) 348-3792
Office
By Appointment
Hours:
E-mail: [email protected]
Website: Professor Website
COURSE DESCRIPTION AND PURPOSE

MAR4804 is an advanced course in marketing.  As such it builds on previous exposure to marketing concepts and applies
the concepts, tools and techniques of strategic marketing to a series of case analyses and application of marketing
strategies to a business computer simulation.  A series of cases of varied complexity will be reviewed.  A managerial,
decision-making orientation will be employed.

COURSE OBJECTIVES

The specific objectives of the course are outlined below:

1. To provide experience in the identification, investigation and solution of marketing problems;

2. To apply the basic tools of financial analysis to a series of marketing problems and cases;

3. To experience the advantages and disadvantages of group analysis of marketing problems;

4. To enhance the application of critical thinking skills to complex ambiguous situations;

5. To appreciate the uncertainties and ambiguities of business decision-making;

MAJOR & CURRICULUM OBJECTIVES TARGETED

This course is designed to bring all of the elements of your major field of study together in a context of comprehensive
strategic decision making.  It provides exposure to marketing strategy in a wide variety of settings, including consumer
and industrial goods and services in both domestic and international settings.

TEACHING METHODOLOGY

This course may use the following teaching methodologies this semester:

 case analysis and assigned readings,

 Internet research,

 computer simulation,
  individual assignments and reports,

 case strategy and marketing financial analysis exams.

ASSURANCE OF LEARNING

The College of Business cares about the quality of your education. For more information please visit the Assurance of
Learning site to learn more on the College's commitment to this initiative.

IMPORTANT INFORMATION
POLICIES

Please review the FIU policies page as it contains essential information regarding guidelines relevant to all courses at FIU
and additional information on the standards for acceptable netiquette important for online courses.

TECHNICAL REQUIREMENTS & SKILLS

One of the greatest barriers to taking a hybrid course is a lack of basic computer literacy. By computer literacy we mean
being able to manage and organize computer files efficiently, and learning to use your computer's operating system and
software quickly and easily. Please go to the "What's Required" page to find out more information on this subject.

Please visit our technical requirements page for additional information.

ACCESSIBILITY AND ACCOMMODATION

Obtain more detailed information about the specific limitations with the technologies used in this course.

Review Canvas's Accessibility Commitment for more information.

For additional assistance please contact our Disability Resource Center.

COURSE PREREQUISITES

This course has a prerequisites: MAR4503, Consumer Behavior and MAR4613, Managing Marketing Information.

Review the Course Catalog webpage for prerequisites information.

PROCTORED EXAM POLICY (USING HONORLOCK)

The Midterm Exam and Final Exam will both be online in Canvas using Honorlock on the dates and times indicated in the
below chart and also in the syllabus.

  MIDTERM EXAM
Exam Option Start Date Start Time End Date End Time Exam Duration
Online using
Tues, 6/2 6:30 PM Tues, 6/2 10:00 PM 210 minutes
Honorlock

FINAL EXAM
Exam Option Start Date Start Time End Date End Time Exam Duration
Online using
Tues, 6/16 6:30 PM Tues, 6/16 10:00 PM 210 minutes
Honorlock
  
EXPECTATIONS OF THIS COURSE

All students are expected to be prepared for each class as the class is rigorous but very valuable to your success in a
career related to the field of marketing and business strategy. Attendance in the zoom video conferencing sessions are
mandatory. Computer video cameras are required to be turned on during the entire Zoom videoconferencing
class sessions. For each unexcused absence, students will lose 1 percentage point from the overall grade at the
end of the semester.

This is a hybrid course, meaning that a portion of the course work will be conducted online. Expectations for performance
in a hybrid course are the same as for a traditional course.

Students are expected to:

 Review the how to get started information located in the course content

 Complete the self-introduction in the appropriate discussion forum

 Take the practice quiz to ensure that your computer is compatible with Canvas

 Interact online with instructor and peers

 Review and follow the course calendar

 Respond to discussion boards, blogs and journal postings within 24 hours

 Respond to messages within 48 hours

 Submit assignments by the corresponding deadline

The instructor will:

 Respond to discussion boards, blogs and journal postings within 48 hours

 Respond to email within 48 hours

 Grade assignments within 5 business days of the assignment deadline

TEXTBOOK

Strategic Marketing Problems

Roger A. Kerin, Robert Peterson
Prentice, 13th Edition, 2012
ISBN-10: 0132747251
ISBN-13: 9780132747257
You may purchase your textbook online at the FIU Bookstore.

Marketplace Business Simulation

An online computer simulation, called “The Marketplace Business Simulation”, will also be used for this course.  The cost
for each student is $40 and you will need to register and pay by credit card via the secured website at
https://game.ilsworld.com/
During the second week of the semester (after all
student groups have been formed), each student is For Groups 1 thru 5
required to register for the computer simulation using the Your Game ID: 05000-00066-26824
Game ID based on the group number assigned.
Information about the Marketplace simulation website For Groups 6 thru 10
and registration will be provided within Canvas in the Your Game ID: 05000-00067-20958
Marketing Simulation Files folder.  If you are group 6, select team 1
 If you are group 7, select team 2
(All students are required to be a part of a group by  If you are group 8, select team 3
Fri, 5/15, at 8pm and registered in the Marketplace  If you are group 9, select team 4
Simulation website by Sun. 5/17 at 8pm)  If you are group 10, select team 5

COURSE DETAIL
COURSE COMMUNICATION

Communication in this course will take place through Conversations via the Canvas Inbox.

Conversations are a private and secure text-based communication that occurs within a Course and among Course
members. Users must log on to Canvas to send/receive/read messages. The Inbox tool is located on the left side Course
Menu (Canvas user interface). It is recommended that students check their messages routinely to ensure up-to-date
communication. Please allow 48 hours to reply. If there is no reply within 48 hours, please send an email to [email protected]
or call the instructor via telephone.  If sending an email to the instructors FIU email address, please type "MAR4804
Hybrid" in the subject line.

Visit our writing resources page for more information on professional writing and technical communication skills.

ZOOM ONLINE VIDEO CONFERENCING

Zoom Online Video Conferencing is an online meeting room where you can interact with your professor and fellow
students by sharing screens or files, chat, broadcast live audio, and take part in other interactive online activities. This tool
will be utilized in the course. Dates/times will be posted within Canvas.

Computer video cameras are required to be turned on during the entire Zoom videoconferencing class sessions.

DISCUSSION FORUMS

Keep in mind that forum discussions are public, and care should be taken when determining what to post. If you need to
send a private message to an instructor or student, please use email. Instructor will review discussion forums and reply to
students as needed.

The discussion forum will be used for class discussions and other postings of general interest that are directly related to
the course.

Introduce Yourself Discussion Forum Post

You are required to introduce yourself, using the course's "Introduce Yourself" discussion forum found within the
Discussion Board area. To complete the post, simply answer the questions provided and include a current photo so other
students can know who you are.  This may assist you in getting to know your future group members. More information
about this task can be found in the Discussion Board area; review the Weekly Schedule below for appropriate due
dates/time.  This is not a graded assignment, but it is required.

ASSIGNMENTS
Financial Exercises (Individual Assignment)

You are required to complete and upload the identified financial exercises in Chapter 2. Computations of the
financial exercises must be handwritten, scanned and then uploaded into the Canvas Assignments by the due
date. See the Weekly Schedule below for due date/times.  You will be able to view the correct answers after the
assignment's due date has passed. You will receive credit for this assignment as long as you attempt to complete
 all of the required financial exercises even though your answers may not be fully correct.  However, prior to the
taking the exams, it is very important for you to know how to correctly calculate these financial questions.

Internet Assignment (Individual Assignment)

For this assignment you will need to select a small or mid-sized company operating in South Florida or
internationally (could be the company you currently work for or a company a family or friend works for) and apply
specific business models (Porter’s Five Forces, SWOT analysis, Product Life Cycle, PESTLE Analysis, etc.) to the
selected company.  This assignment needs to be 2 to 4 pages single spaced and must include related chart and/or
graphs.  Report presentation will count toward the assignment grade so please make sure the report is
professionally completed. You will also be required to provide the name, position and email address of the
manager/owner of the company you will be communicating with to complete this assignment.

GROUP ASSIGNMENT

You will participate in group work to complete two group assignments: two separate Group Case Analyses and the
Marketplace Business Simulation. Please note that you will remain in the same group for both assignments. You must
work in a group that may contain a maximum of five (5) students.

You are welcome to form a group of your own choosing. To do so, please use the following forums in the Discussion
Board section of your course:

 Form a Team
Use this forum to meet and greet with other students to form your team. Each team cannot exceed a total of five
(5) members.

 Final Team Roster

Use this forum to post your final team roster. Please include the students' name and last 4 digits of the Panther
ID.  Once all teams are finalized, private discussion forums will be created for each team in Canvas. (Groups
must be finalized by Fri, 5/15/20, by 8pm, in the Final Team Roster Discussion Forum)

Group Case Analysis

During the first day of class, each group will be assigned two specific cases to analyze and submit in Canvas by the dates
indicated on the syllabus. No late cases will be accepted.   The case analysis must be comprehensive and address the
specific questions that will be given with the assigned case. New material outside the case should not be introduced.

Each group must also provide supporting financial analysis spreadsheets included with their case analysis, if appropriate.
References to analysis undertaken of charts, tables, etc. in each case should be made and have spreadsheets available
to show where relevant. Additional details are available in Canvas.

Marketplace Simulation & Scorecard Results

A portion of your semester grade will be based on your team performance in a marketing strategy computer simulation
called “The Marketplace Business Simulation.”  Each team of students (this is the same team you will use for your Group
Case Analysis) will compete against one another in the simulation and grades will be based on the placements of the
teams from team performance from the simulation's Cumulative Balanced Scorecard. There will be a total of ten (10)
teams in two (2) separate simulation groups with points allocated as follows based on rank order. These points will be
awarded at the end of the semester. More information about the Balanced Scorecard calculations can be found in the
Marketing Simulation Files folder in Canvas.

1st Place Team : 100 Points 4th Place Team : 82 Points

2nd Place Team : 94 Points 5th Place Team : 76 Points
3rd Place Team : 88 Points

Marketplace Simulation Quarterly Memos & Quarterly Decisions

Quarterly Memos must be uploaded in Canvas on the same dates as the Quarterly Decision dates listed below. The
Quarterly Memo is a 1 to 2 page summary of your group’s evaluation of the current quarter scenario and the justification
for the specific decisions made for the simulation quarter. Memos must be professionally written and include related
charts, graphs, and/or tables embedded directly into the memo.

 Quarter 1 Decision:  Due before Thu, 5/21 by 11:00pm

 Quarter 2 Decision:  Due before Sun, 5/24 by 11:00pm

 Quarter 3 Decision:  Due before Thu, 5/28 by 11:00pm

 Quarter 4 Decision:  Due before Thu, 6/4 by 11:00pm

 Quarter 5 Decision:  Due before Thu, 6/11 by 11:00pm

 Quarter 6 Decision:  Due before Thu 6/18 by 11:00pm

More information about the simulation activities in general and about Quarterly Decisions can be found in the Marketing
Simulation Files folder in Canvas (and within the simulation's website).

ASSESSMENTS
In order to mitigate any issues with your computer and online assessments, it is very important that you take the "Practice
Quiz" from each computer you will be using to take your graded quizzes and exams. It is your responsibility to make sure
your computer meets the minimum hardware requirements. Assessments in this course are not compatible with mobile
devices and should not be taken through a mobile phone or a tablet. If you need further assistance please contact FIU
Online Support Services.

Exams (Midterm and Final Exam)

Due to the course content being based on intensive analysis of marketing finance problems and case scenarios,
the Midterm Exam and Final Exam formats are short answer/essay and will require each student to demonstrate
their ability to accurately analyze various company situations based on specific cases that will be provided during
the exams. About one week prior to the midterm and final exam, the professor will email students an exam review
to assist with exam preparations. In approximately 5 business days after the exam, you will receive your score.

The Midterm Exam and Final Exam will be given online in Canvas using Honorlock during the specific date and
time indicated in the syllabus.  See the Weekly Schedule below regarding the exam dates and times.

EXTRA CREDIT OPPORTUNITY

FIU places considerable importance on student feedback regarding their educational experiences.  Course evaluations
are a critical part of learning how students value particular courses, instructors, and instructional methods.  Because of the
importance of gaining feedback from all students, all Department of Marketing courses require student participation in the
course evaluation system. 

Each student in this course is required to (1) complete the course evaluation during the time allotted by the university and
(2) submit evidence of such completion by uploading in the “Assignment Dropbox” section under “Course Evaluation” the
course evaluation confirmation email or the screenshot of the completion message. Students who upload the attachment
will be rewarded with one point on the total final grade at the end of the semester.

GRADING

LATE POLICY: No late assignments are permitted; please plan accordingly.

Course Requirements Weight

2 Group Case Analysis (4% each) 8%
Course Requirements Weight
Individual Financial Exercises 1%
Individual Internet Assignment 3%
3 Hour Midterm Exam 30%
3 Hour Final Exam 35%
Marketing Simulation Quarterly Summary Memos (6 memos) 6%
Marketing Simulation Scorecard Results 17%
Total 100%

Letter Percentage Range Letter Percentage Range Letter Percentage Range

A 95 - 100 B 84 - 86 C 76 - 70
A- 90 - 94 B- 80 - 83 D 60 - 69
B+ 87 - 89 C+ 77 - 79 F < 60

COURSE CALENDAR
WEEKLY SCHEDULE
The syllabus is subject to change. It is your responsibility to keep up to date with changes to the syllabus that might be
announced either through Canvas Announcements, Canvas Conversations, and/or your FIU student email. All times
expressed within the syllabus are in Eastern Standard Time (EST).

Week Topic Tasks

 Review Syllabus and Course Overview

 Discuss Chapter 2 and 3 PPTs including case

analysis business models

 Review Marketing Simulation Requirements

Zoom Online Videoconferencing PowerPoints and video
Class Session: 6:25pm-9:50pm
 Form groups for group case analysis and
(Computer video cameras are computer simulation
required to be turned during all
Zoom sessions)  (All students are required to be a part of a
group by Fri, 5/15 and registered on the
Course Orientation marketplace simulation website by Sun. 5/17
at 8pm)
5/12 Read Chapter 1: Foundations of
Strategic Marketing Management  Complete Introduce Yourself Discussion Forum
before 5/19 by 11:00pm
Read Chapter 2: Financial Aspects of
Marketing Management  Begin working on Individual Financial Exercises
(Chapter 2 Exercises: 1, 2, 4, 5, 8, 9a). Due in
Read Chapter 3: Marketing Decision Canvas by 5/17
Making and Case Analysis
 Group case analyses due in Canvas by 5/17 at
11pm

o Dr. Pepper Snapple (group 1, 2, 3, 4, 5)

o Proctor & Gamble Scope (group 6, 7, 8,

9, 10)
Week Topic Tasks
 Discuss and Review Financial Exercise Solutions

 Discuss Dr. Pepper Snapple and Proctor &

Gamble Scope cases

Zoom Online Videoconferencing  Quarter 1 memo due in Canvas by 5/21 at 11pm

Class Session: 6:25pm-9:50pm
 Submit Quarter 1 Decision on Simulation website
(Computer video cameras are by 5/21 at 11pm
required to be turned during all
Zoom sessions)
 Quarter 2 memo due in Canvas by 5/24 at 11pm
5/19
Quarter 1 and Quarter 2 memo and
   Submit Quarter 2 Decision on Simulation website
decisions
by 5/24 at 11pm
Read Chapter 4: Opportunity Analysis
and Target Marketing  Submit Individual Internet Assignment in Canvas
by 5/24 by 11pm
Read Chapter 5: Product and Service
Strategy and Management  Group case analyses due in Canvas by 5/24 at
11pm

o Cadbury Beverages Crush Brand (group

1, 2, 3, 4, 5)

Zoom Online Videoconferencing

Class Session: 6:25pm-9:50pm  Discuss Cadbury Beverages Crush Brand case

(Computer video cameras are  Review for midterm exam

required to be turned during all
Zoom sessions)  Discuss Internet Assignment (student volunteers)
5/26
Quarter 3 memo and decisions  Quarter 3 memo due in Canvas by 5/28 at 11pm

Read Chapter 6: Integrated Marketing  Submit Quarter 3 Decision on Simulation website

Communications Strategy and by 5/28 at 11pm
Management

Read Chapter 7 : Marketing Channel

Strategy and Management
6/2  Complete Proctored Midterm Exam using
Honorlock
Zoom Online Videoconferencing
Class Session: 6:25pm-9:50pm

(Computer video cameras are  Quarter 4 memo due in Canvas by 6/4 at 11pm
required to be turned during all
Zoom sessions)  Submit Quarter 4 Decision on Simulation website
by 6/4 at 11pm
Midterm Exam
 Group case analyses due in Canvas by 6/7
Quarter 4 memo and decisions

Read Chapter 8: Pricing Strategy and

Week Topic Tasks

Management o Hawaiian Punch: Go-To-Market Strategy

(group 6, 7, 8, 9, 10)

 Review Midterm Exam Solutions

 Discuss Hawaiian Punch: Go-To-Market Strategy

Zoom Online Videoconferencing Case
Class Session: 6:25pm-9:50pm
 Review for 3-hour Final Exam
(Computer video cameras are
required to be turned during all
Zoom sessions)  Quarter 5 memo due in Canvas by 6/11 at 11pm

Quarter 5 memo and decisions  Submit Quarter 5 Decision on Simulation website

6/9 by 6/11 at 11pm
Read Chapter 9: Marketing Strategy
Reformulation -The Control Process  Complete Jones Blair case analysis and submit in
Canvas by 6/14. Case is on Canvas. This is an
Read Chapter 10: Global Marketing extra credit case analysis worth 1 extra point
Strategy added to overall grade

Course Evaluation  Complete your course evaluation via my.fiu.edu

and upload proof of completion in Canvas by
6/14.

 Complete Proctored Midterm Exam using

Zoom Online Videoconferencing Honorlock
Class Session: 6:25pm-9:50pm

(Computer video cameras are

required to be turned during all
6/16 Zoom sessions)  Quarter 6 memo due in Canvas by 6/18 at 11pm

Final Exam  Submit Quarter 6 Decision on Simulation website

by 6/18 at 11pm
Quarter 6 memo and decisions