Getting Started:

1. Visit the FGCU Distance Learning Web page (URL: http://itech.fgcu.edu/distance/) review the Frequently Asked Questions and the Technology Requirements.
2. Take the Technology Skills Self-Assessment Survey (found on the Distance Learning Web page)
3. Visit the Tech Skills Web Page and click on Web Skills (http://www.fgcu.edu/support/techskills/). From here visit the section on Web Board and go through this tutorial if you have never used a Web Board prior to taking this class. This is important since the Web Board is the means by which we will communicate. You may also want to take the opportunity to run through some of the other on line tutorials on this site.
4. WebBoard Roll Call: Visit the course Web-board (http://courses.fgcu.edu/~29) and post your name and e-mail contact information. You should also post a "short" biography about yourself. At a minimum, your biography should include name, gender, city in which you live (no mailing addresses please), when you hope to graduate, expected date of graduation, area of concentration if any, and any other information you wish to share. You could also indicate what you hope to get out of the course. No personal information please!
5. On the class Web-Board (http://courses.fgcu.edu/~29) post one discussion question concerning the material covered in Module 1.1 - Introduction to Advanced Market Analysis & Strategy.

Glossary:

Aaker – David A. Aaker, Strategic Market Management.
MWF – Marketing Warfare, Reis and Trout
K&P – Kerin and Peterson, Strategic Marketing Problems
BUM – Bottom Up Marketing, Ries and Trout
22ILM – 22 Immutable Laws of Marketing, Ries and Trout

Learning Objectives:

• Discuss the notion of Business Strategy.
• Identify the elements that must be determined in establishing a business strategy
• Identify and discuss the strategic trusts that must be considered when establishing a business strategy.
• Provide an overview and identify the elements of the external and internal analysis that provide the input to strategy development.
• Know what is involved in strategy identification and selection.
• Discuss the nature of marketing in a competitive environment
• Discuss “Marketing as War.”

Assignment:

• Introduction to Advanced Market Analysis & Strategy
• Chap. 1 - Business Strategy: The Concepts and Trends in its Management (Aaker)
• Chap. 2 - Strategic Market Management: An Overview (Aaker)
• Introduction: Marketing is War (MWF)

Martin Luther King Holiday (1/20/2003)

Learning Objectives:

• Identify and discuss the factors external to the business that can affect Business Strategy including segmentation, customer motivation analysis, and the identification of unmet needs.
• Discuss the process for identifying and the dimensions for conducting a competitive analysis.
• Identify and discuss the elements involved in conducting a market analysis.
• Identify opportunities, threats, and strategic uncertainties as a result of conducting a market analysis.
• Discuss the “elements of war” as it relates to marketing.
• Discuss the “Principle of Force” as it relates to marketing.

Assignment:

• Chap. 3-5 (Aaker)
• Chap. 1: 2 - 2500 of War (MW F- Ries and Trout)
• Chap. 2: The Principle of Force (MWF – Ries and Trout)

Learning Objectives:

• Identify and discuss the dimensions that comprise the environment within which the firm operates.
• Know how to conduct an environmental analysis and to identify opportunities or threats to an organization.
• Discuss the options open to firms for dealing with strategic uncertainty.
• Identify the elements involved in conducting a firm's internal analysis.
• Discuss the determinants of strategic options and the characteristics of a business that make them feasible.
• Identification of the organization's strengths and weaknesses based upon its assets and competencies as a result of conducting an internal analysis.
• Conduct a business portfolio analysis along two key dimensions: attractiveness of the market, and strength of the firm's position in that market.
• Identify and discuss the concept and creation of a Sustainable Competitive Advantage as a precursor to strategic alternatives that the firm should consider.
• Expand the discussion of "Marketing as War."

Assignment:

• Chap. 6-8 (Aaker)
• Chap. 3-6 (MWF - Ries & Trout)

Learning Objectives:

• Identify and discuss the differentiation strategies open to a firm.
• Identify and discuss low cost (value), focus, and the preemptive move as additional routes to building a Sustainable Competitive Advantage (SCA).
• Identify and discuss the elements involved in selecting and building the firm's strategic position.
• Discuss the notion of marketing as "Offensive" and "Defensive" Warfare.

Assignment:

• Chap. 9-11 (Aaker)
• Chap. 7-8 (MWF - Ries & Trout)

Learning Objectives:

• Identify and discuss growth strategies (penetration, market development, product-market expansion, diversification, vertical integration, and the big idea) open to the firm.
• Discuss strategies involved in "flanking" and "guerilla" warfare in the marketing realm.

Assignment:

• Chap. 12 - 14 (Aaker)
• Chap. 9-10 (MWF - Ries & Trout)

Learning Objectives:

• Identify and discuss strategies best suited to declining and hostile markets.
• Identify and discuss the elements of global strategies as distinct from domestic or multinational strategies.
• Discuss strategy versus tactics in the marketing realm.

Assignment:

• Chap. 15 & 16 (Aaker)
• Chap. 15 & 16 (MWF - Ries & Trout)

Mid-Term Exam (Material from Strategic Market Management - Aaker), Due by 3/2/03

Assignment:

• Foundations of Strategic Marketing Management (K&P - Ch. 1)
• Chap. 1 & 2 (BUM - Ries and Trout)
• Chap. 11-14 (MWF - Reis and Trout)

Mid-Term Exam (Material from Strategic Market Management - Aaker), Due by 3/2/03

Learning Objectives:

• Identify and discuss the financial aspects of marketing management including variable and fixed costs, sunk costs, margins, contribution analysis, liquidity, operating leverage, and discounted cash flow.
• Identify and discuss the marketing decision making process.
• Identify and discuss the steps in the case analysis process.
• Conduct a case analysis.
• Discuss Marketing strategy in selected industries: cola, beer, burger, and computer.

Assignment:

• Financial Aspects of Marketing Management (K&P - Ch. 2)
• Marketing Decision Making and Case Analysis (K&P - Ch. 3, and pp. 693-708)
• Reading: Levitt, T. Marketing Myopia, Harvard Business Review.
• Case Analysis #1: Quetzal Collections, Inc. (K & P, pp. 73-75)
  Write an analysis of Case (4 pages max): Problem Definition, Key Facts/Decision Factors, Relevant Information, Alternative Courses of Action with Pros & Cons, Best Alternative/Solution, Implementation (Individual Submission Due by 3/9/2003).
• Opportunity Analysis and Market Targeting (K&P - Ch. 4)
• Reading: Public Policy and the Ethical Aspects of Marketing: The seven (7) step approach for analyzing ethical decisions (Hand Out)

Spring Break

Learning Objectives:

• Identify and discuss the notion of the firm's product/service strategy including life cycle, positioning, and branding.
• Conduct an opportunity analysis
• Discuss Bottom Up Marketing as an alternative means of developing marketing strategy.
• Identify and discuss the first ten Immutable Laws of Marketing as per Ries and Trout.

Assignment:

• Chap. 3 - 5 (BUM - Ries and Trout)
• Chap. 1-6 (22ILM - Ries and Trout)
• Case #2: Jones Blair Company (K & P, p. 76) - Individual Submission Due 3/23/2003
• Reading: Product and Service Strategy and Brand Management (K&P - Ch. 5)
• Marketing Research (Hand Out)
• Chap. 6-8 (BUM - Reis and Trout)
• Chap. 6-10 (22ILM - Ries and Trout)

3/28/2003 - Last day to withdraw from class without academic penalty

Learning Objectives:

• Identify and discuss the elements and purpose of the integrated communication strategy.
• Discuss Bottom Up Marketing as an alternative means of developing marketing strategy.
• Identify and discuss the first fifteen Immutable Laws of Marketing as per Ries and Trout.

Assignment:

• Integrated Marketing Communication Strategy and Management (K&P - Ch. 6)
• Chap. 9-15 (BUM - Reis and Trout)
• Chap. 11-15 (22ILM - Ries and Trout)

Learning Objectives:

• Identify and discuss the elements involved in selecting and designing the marketing channels.
• Develop an integrated communication strategy in the context of a case assignment.
• Discuss Bottom Up Marketing as an alternative means of developing marketing strategy.
• Identify and discuss the first eighteen Immutable Laws of Marketing as per Ries and Trout.

Assignment:

• Case #3: South Delaware Coors, Inc. (K&P - p. 119) - Group Submission Due 3/30/2003
• Research Links:
  To return to this spot from any of these articles, use your browser's Back button.
  
  TableA  | TableB  | TableC  | TableD
  TableE  | TableF  | TableG  | TableH  | TableI
  
• Marketing Channel Strategy and management (K&P - Ch.7)
• Chap. 16-21 (BUM - Reis and Trout)
• Chap. 16-18 (22ILM - Ries and Trout)

Learning Objectives:

• Identify and discuss the elements of price and the considerations involved in developing a pricing strategy.
• Discuss the role of electronic commerce in the development of marketing strategy.
• Discuss Bottom Up Marketing as an alternative means of developing marketing strategy.
• Identify and discuss the twenty-two Immutable Laws of Marketing as per Ries and Trout.

Assignment:

• Pricing Strategy and Management (K&P - Ch. 8)
• Interactive Marketing and Electronic Commerce (K&P - Ch. 9)
• Chap. 19-22 (22ILM - Ries and Trout)

Learning Objectives:

• Identify and discuss the notion of strategic change and control of ongoing marketing operations.

Assignment:

• Case #4: Manor Memorial Hospital: Downtown Health Clinic (K&P - p. 161) - Group Submission Due 4/13/2003
• Marketing Strategy Reformulation: The Control Process (K&P - Ch. 10)

Learning Objectives:

• Develop a comprehensive marketing strategy.

Assignment:

• Comprehensive Marketing Programs (K&P - Ch. 11)

Last day of classes (4/28/2003)

Final Exam

CIMA Mountaineering, Inc. (K&P - p. 660) - Group Submission Due 4/29/2003