MKT 517 Topics Schedule: Summer 2013

DAYS TOPICS Text
June 4 June 4 Live Meeting

This is a "Shakedown Meeting." That means we will all meet through Wimba and we will all meet each other, and get comfortable with the technology. This meeting is REQUIRED. No special preparation is requred for this meeting. No written assignments are due. Although you should complete the student information assignment ASAP. Thanks!

 
June 11 June 11 Live Meeting
Have read the following (2) articles available at www.study.net:
  1. Marketing Myopia
  2. Sustainable Advantage
Have read the (3) on-line articles about the definition of Marketing.
NOTE: links to the three online articles can be found on the Main MKT 517 web page, under the Heading: REQUIRED Readings (over the course of the semester). --- toward the very bottom of the web page.

Also, check out the following two Disc Golf Online Retailers: Wright Life.com and Disc Golf Center.com
Pretend you're looking for a new disc golf disc. Does one retailer seem to have a distinct competitive advantage over the other? How?

Discussion Questions:
   1) What is Marketing, and how and why has the definition changed?
   2) What is Business Strategy?
   3) What does Marketing Myopia have to do with Business Strategy?
   4) What is SCA and what leads to SCA?

Note: When you participate in the live class session you should be able to answer these questions. . . I will be asking you.

Submit your answers to these (4 questions) to turnitin by class time. Please use no more than 2 pages (single-spaced) or 4 pages (double-spaced)
Chs 1,7
Couldn't participate in Live Session for June 11?
Here is the Alternate Participation Assignment for those students that were unable to participate live in the Wimba session on the evening of June 11: Alternate Participation Assignment - June 11 (.doc file)
June 18 June 18 Live Meeting
We will discuss the Asahi Breweries, Ltd. case, and if we have time, sustainable advantage and chapters 2-4
No additional discussion questions assigned for this session

Submit your case analysis to turnitin by class time.

Note: This is an older case (1989), but it's a good first case for many reasons.

Read/Study/Analyze the case "Asahi Breweries, Ltd."  Prepare a report for the president (Hirotaro Higuchi) which includes (at a minimum):
  • Whether you (as a highly paid industry expert) support the rather aggressive expansion plan or not.
  • A fairly detailed analysis of why you support (or don't support) the expansion.
  • Your analysis of the risk/return involved with this expansion.
  • If you do not support the initial expansion plan. . . what is your suggestion?

  • Additional assignment details:
    • Your report should be 3 pages or less.
    • You may work as an individual, or as a small group and submit a group report. (make sure all of your names are on it)
    • Submit your report to turn-it-in no later than class time, Tuesday night.
Chs 2-4
Couldn't participate in the Live Session for June 18?
Here is the Alternate Participation Assignment for those students that were unable to participate live in the Wimba session on the evening of June 18: Alternate Participation Assignment - June 18 (.doc file)
June 25 June 25 Live Meeting
Have read Chapters 5-8 and the Core Competence article
Discussion Questions:
  1. The "Green Products Movement" has been a cultural trend for some time now, but recent years it has grown to become very important. Discuss how major consumer products manufacturers such as Procter & Gamble and Johnson & Johnson have responded to this movement.
  2. The major players in the eBook market seem to be Amazon.com, Barnes & Noble, SONY and, more recently, Apple. Discuss/Explain how the concept of core competence is relevant in predicting which of these companies will be successful in the eBook market. Finally, which company (or companies) do you think will do well in this market, and why?
  3. Compare and Contrast sustainable competitive advantage with core competency.


Submit your answers to these (3 questions) to turnitin by class time. Please use no more than 2 pages (single-spaced) or 4 pages (double-spaced)
Chs 5-8
Couldn't participate in the Live Session for June 25?
Here is the Alternate Participation Assignment for those students that were unable to participate live in the Wimba session on the evening of June 25: Alternate Participation Assignment - June 25 (.doc file)
July 2 July 2 Live Meeting
We will discuss Growth Strategies, "nuts-and-bolts" marketing concepts, the "New Points of Differentiation" article, and additional topics from chapter 14   Also Discussed: Price Elasticity, Brand Equity/Brand Loyalty, Repositioning.
Also Discussed: Final Paper Assignment

No writing assignment for this session.

No specific discussion questions for this session.

Chs 14
Couldn't participate in the Live Session for July 2?
Alternate Participation Assignment: Not required (all present and accounted for)
July 9 July 9 Live Meeting
We will discuss the "Black & Decker" Case and possibly some topics in Chapters 9-12

Read/Study/Analyze the case "The Black & Decker Corporation (A): Power Tools Division"   You are Joseph Galli and you must prepare a report for the CEO of Black & Decker which includes (at a minimum):
  • Recommend one of the three options described on page 10 of the case.
  • A fairly detailed analysis of why you support that option.

  • Additional assignment details:
    • Additional Assignment Details
      • Your report should be 3 pages or less.
      • You may work as an individual, or as a small group and submit a group report. (make sure all of your names are on it)
      • Submit your report to turn-it-in no later than class time, Tuesday night.
Chs 9-12
Couldn't participate in the Live Session for July 9?
Here is the Alternate Participation Assignment for those students that were unable to participate live in the Wimba session on the evening of July 9: Alternate Participation Assignment - July 9 (.doc file)
July 16 July 16 Live Meeting
We will discuss the "Gazelle in 2012" Case and possibly some topics in Chapters 10-12
Read/Study/Analyze the case "Gazelle in 2012"  Prepare a report for the president (Israel Ganot) which includes (at a minimum):
  • A brief analysis of the strength and weaknesses of Gazelle's current business model/distribution strategy.
  • The pros and cons of creating an entirely new business model ". . . in which it would no longer take inventory of goods, but instead connect individual sellers with third-party buyers."

      Some important things to think about as you prepare your paper:
    • Does "First-Mover Advantage" play a role here?
    • Who are their competitors now. . . and who might they be in the future?
    • What's happening with technological trends, and social trends?

  • Additional Assignment Details
    • Your report should be 3 pages or less.
    • You may work as an individual, or as a small group and submit a group report. (make sure all of your names are on it)
    • Submit your report to turn-it-in no later than class time, Tuesday night.
Chs 10-12
Couldn't participate in the Live Session for July 16?
Here is the Alternate Participation Assignment for those students that were unable to participate live in the Wimba session on the evening of July 16: Alternate Participation Assignment - July 16 (.doc file)


This schedule was last revised: July 16.