Advanced concepts and analysis with a strategic focus on developing marketing plans and programs for business and non-business opportunities while emphasizing applied marketing theories, technological tools, and decision-making processes.

Aaker, David A, Strategic Market Management. 6th ed., New York: John Wiley & Sons, 2001 (DAA).

Kerin, Roger A. and Robert A. Peterson (K&P) Strategic Marketing Problems: Cases and Comments. 9th, ed. Boston: Allyn and Bacon, 2001. (K&P)

Ries, Al and Trout, Jack Bottom-Up Marketing. New York: McGraw-Hill Books Co., 1989 (BUM).

Ries, Al and Trout, Jack The 22 Immutable Laws of Marketing. New York: HarperCollins Publishers, Inc., 1993 (22ILM).

Ries, Al and Trout Jack, Marketing Warfare. New York: McGraw-Hill Book Company, 1986 (MW).

Kotler, Philip Marketing Management, 7th ed., Engelwood-Cliffs, New Jersey: Prentice-Hall, 1989 (or Any Marketing Management text).

Kerin, Roger, Vijay Mahajan and P. R. Varadarajan Strategic Market Planning. Boston: Allyn and Bacon, 1990.

Ries, Al and Ries, Laura, The 22 Immutable Laws of Branding. New York: HarperCollins Publishers, Inc., 2002.

Ries, Al and Trout, Jack Positioning: The Battle for Your Mind. Warner Books, Inc., 1981.

Hartley, Robert F. Marketing Mistakes. Wiley and Sons, 1998

The materials listed below have been placed in the library. Copies of the cases, and materials to accompany them, are to be found in the Kerin and Peterson (K&P) book (see Ref. #8).

1. The seven (7) step approach for analyzing ethical decisions (Arthur Andersen - Handout)
2. Jain, Subhash C. "The Evolution of Strategic Marketing," Journal of Business Research, (December 1983), pp. 409-425.
3. Levitt, Theodore "Marketing Myopia," HBR, July?August, 1960, pp. 45?56.
4. Smith, Wendell R. "Product Differentiation and Market Segmentation as Alternative Marketing Strategies," Journal of Marketing, (July), p. 1956.
5. Ries, Al and Trout Jack, Bottom-Up Marketing. New York: McGraw-Hill Book Company, 1989.
6. Ries, Al and Trout Jack, Marketing Warfare. New York: Penguin Book Company, 1993.
7. Winter, Frederick W. "Market Segmentation: A Tactical Approach," Business Horizons, (January-February 1984), pp. 57-63.
8. Kerin, Roger A. and Robert A. Peterson (K&P) Strategic Marketing Problems: Cases and Comments. 6th, ed. Boston: Allyn and Bacon, 1993.
9. Sheth, Jagdish N. and Dennis E. Garrett (1986), Marketing Management: A Comprehensive Reader, Cincinnati: South-Western Publishing.

SUPPLEMENTAL MATERIALS:

• The Wall Street Journal
• Barron's
• Business Week
• Forbes
• Fortune
• Journal of Marketing
• Journal of Consumer Research
• Journal of the Academy of Marketing Science

• You are responsible for all the material in the text and on the syllabus.
• You are responsible for all readings and/or writing assignments.
• You are responsible for class participation, as this is not a lecture/discussion course.
• You are responsible for presenting assignments on time.
• You are responsible for all work posted on the class Web Board regardless of whether it is on the syllabus or not.

This Internet version of Advanced Market Analysis and Strategy is designed to provide students with the opportunity to take the course at their own pace and in any location they choose. However, a schedule is provided for those students who prefer more structure and the opportunity to use the Web Board to "discuss" Market Analysis and Strategy related issues and applications "at a distance." As a guide, the class schedule includes "not later than" due dates for the readings, assignments, and examinations.

Weekly real-time Chat Sessions (in WebCT) will begin on Monday January 13, 2003. Each session will last a maximum of 75 minutes. Weekly chat sessions will be held at 9:30 p.m. on Monday. With a class of over 45 students, it is impossible to select a time that is ideal for every student. The first chat session will start (in Web CT) at 8:30 p.m. on Monday January 13, 2003.

To get to the chat session:

1. Self-Register and then log in to WebCT.
2. Go to the course "MAR 6807 Advanced Market Analysis and Strategy."
3. Click on the "Chat" icon.
4. Click on Room #1

Attendance at these chat sessions are advisable but they are VOLUNTARY. Following the session, the log of each chat session will be posted to the class Web Board for your review. The sessions will be similar to group discussion sessions or on-campus office hours for groups of students. While the chat sessions are voluntary, you are responsible for reading the Chat Session Logs that will be posted on the Web Board. In some cases, the logs may be the sole means of communicating some ideas and addressing issues raised during the chat sessions. Therefore, even if you did not attend a chat session, you are responsible for reading the log to keep abreast of on-going discussions and or class development (changes).

Prior to the start of the semester, you should VISIT the course URL, read WELCOME to MAR 6807 - Advanced Market Analysis & Strategy. This will tell you about the course, learning objectives, course overview, assignments, examinations, schedules, and grades. You should also print and review a copy of the course syllabus. After reading this material, please CLICK on the weekly links to find the assignments, and access the Web Board. Use your FGCU User ID and password to gain access to the Web Board. Once on the Web Board, RESPOND to the Web Board Roll Call. The Web Board Roll Call requests your e-mail contact information for communication during the course.

You also need to SELF REGISTER for WebCT. Once registered in WebCT, you can sign-in to get involved in the weekly chat sessions. To self-register, click on the WebCT icon located on the weekly schedule.

Please e-mail (hrogers@fgcu.edu) or telephone me (239-590-7403) if you have problems logging on to the Web Board or to WebCT.

This course will be provided strictly on the Internet. You will be held accountable for all policies and regulations described in the current university catalog. Additionally, you will be responsible for reading all the material posted on the Web Board as (in addition to Chat Sessions and e-mail) this will be the major form of class room communication.

November 1, 2002 is the deadline for withdrawal without academic penalty.

One (mid-term) examination would be given in this course. This exam will cover the readings and discussions addressed in the first section of the course. The majority of your grades are assigned for class participation, and written case reports. The written exam will be designed to check knowledge of specific concepts as well as comprehensive understanding of principles and interrelationships. Essay questions, and ALL written reports, will be graded on the basis of how logically supported the response is to the question. You must be prepared to integrate material from the text and lecture into the development of your answer.

Grade distribution is as follows:

Grade distribution is as follows:

A  = 94% to 100%
A- = 90% to 93%
B+ = 87% to 89%
B = 84% to 86%
B- = 80% to 83%
C+ = 77% to 79%
C  = 74% to 76%
F = Below 74%

At the end of the semester, your assigned grade for the course will be available via Gulfline at: http://gulfline.fgcu.edu

The grade of "Incomplete" will be given by exception only, in accordance with University policy, and there is no extra credit in this course.

Assignments are late if they are not e-mailed by the due date and time. Absolutely no case assignments will be accepted late.

No make-up examinations or quizzes will be given unless prior approval is obtained from the professor. I do not like to give make-up examinations simply because I prefer grading all examination scripts at the same time. This allows for consistency in grading across the class. If it is absolutely necessary to be absent, you must make arrangements beforehand to merit a rescheduled test.

The course is designed for you to complete the work over time. It is anticipated that no grade of “incomplete” may be assigned for this course. Therefore, it is imperative that you keep pace with the assignments..

Note:

• This syllabus is not to be considered as a contract. It is merely a guide to assist the student in planning and preparing for class. With reasonable notice, this syllabus is subject to change. Changes will be posted on the Web Board or may be discussed during our weekly Chat Sessions. In all cases, the log of the Chat Sessions will be posted on the Web Board. While the Chat Sessions are Voluntary, you are responsible for reading the log of the chat sessions.

• All written assignments are to be typed (double spaced) and submitted by the date indicated on the course outline.

• Assignments are to be turned in by the dates shown.

• The use of industry related and other reference related material is expected. The FGCU Library provides a wealth of such information. Your discussion should reflect that you made extensive use of reference materials.

“All students are expected to demonstrate honesty in their academic pursuits.” The University Policy on Academic Honesty will be adhered to in this class. For further information on your responsibilities as students, and the consequences for violating the policies see the FGCU Student Guidebook – 1999-2000 (pp. 19-80).

“Disability Services promotes opportunities for full participation in university academic programs, activities, and services by students with disabilities, through the provision of reasonable accommodations, other support services and training….” (FGCU Catalog 2002-2003, p. 21). If you need to request accommodation in this class due to disability, or you suspect that your academic performance is affected by a disability, please let me know or contact the Office of Student Disability Services is located in the Student Services Building, McTarnaghan Hall Room. The phone number is (239) 590-7956 (for more detail see page 21 of the FGCU 2002-2003 Catalog).

From time to time, I will send e-mails to you at your class FGCU e-mail account. Therefore, it is important that you activate your FGCU e-mail account. You can forward your e-mail to your home e-mail account by visiting http://mercury.fgcu.edu/studentaccts. Please note that it is your responsibility to activate your FGCU e-mail account (and activate the forward function as needed), as I will not be able to personally e-mail each student when I wish to make general announcements. I will also place general announcements on the Web Board (as a back up to the e-mail). Please read the following:

Dear Students:

Dear Students:

The Office of Student Information Systems welcomes you (or welcomes you back) to FGCU. Although you received this information at orientation, we thought we might remind you about some of the services we provide and hope you will use frequently.

Important Note: In order to use the services listed below, you must first activate your account. To activate your account you will need your PIN number. This is the same PIN number used to access the Gulfline Student Information System. To activate your account, visit our web site at http://mercury.fgcu.edu/StudentAccts/activate.asp and follow the instructions. If you do not know or have forgotten your PIN you will need to obtain it from the Office of the Registrar or look it up online at: http://eagle.fgcu.edu/. Visit the Office of the Registrar on the first floor of the Student Services building, call them at (941) 590-7878, or email them at ORR@fgcu.edu to obtain your PIN. Students who request PIN numbers by phone or e-mail will have their PIN number mailed to their address of record because PIN numbers are not given out over the telephone or over email.

Each student has a computer account.
This account is used to log on to the FGCU network in the computer labs and in the university residence halls. It is also used to access most library resources such as course reserves and online databases. This is also the account you will use to connect to your student e-mail account and the student web server to store web pages you create.

Each student has an electronic mail account on the eagle.fgcu.edu server.
You may access your email via the world-wide-web at: http://eagle.fgcu.edu/cgi-bin/openwebmail/openwebmail.pl . If you prefer, you can also choose to use any POP3 or IMAP4 electronic mail client to access your email. Students who choose to use another email account should forward their university email using the account activation system: http://eagle.fgcu.edu/cgi-bin/openwebmail/openwebmail.pl. FAQ on student a-mail can be accessed through; http://mercury.fgcu.edu/StudentAccts/faq.asp.

Each student has space available to store world-wide-web pages on the student.fgcu.edu server. You may move files to your web space via Microsoft FrontPage, FTP, or, when you are on campus and logged into the FGCU network, by using a shared folder. A "getting started" guide and policies can be found at http://student.fgcu.edu.

Each class has an automatic distribution list available.
An email distribution list is provided for each CRN giving students and faculty an easy way to send electronic mail to all students registered for a particular course. For example, if you want to send an email to all students enrolled in course reference number 85555, simply send the mail to crn85555@eagle.fgcu.edu. Faculty email addresses are not automatically included on these lists. Faculty members who would like to be included on the distribution lists for their classes are asked to send a list of the CRN's they are teaching to postmaster@eagle.fgcu.edu.

Please let us know if we can be of service to you. We are available to help you have a productive and rewarding year!

Office of Student Information Systems,
sis@eagle.fgcu.edu
590-7961

Complete instructions and a WebCT tutorial are provided in the following Word document: UsingWebCT.doc