university of jordan jordan university business school...

University of Jordan Jordan University Business School (JUBS)

Course Syllabus

QF-AQAC-03.02BS.1.2 Course Syllabus

1. Department Name: Department of Marketing

2. Program Name: MBA in Marketing

3. Program Code 1604725

4. Course Code and Title: Marketing strategy 5. Course credits: 3

6. Pre-requisites:

7. Course Instructor/ Coordinator Name and Email

Zaid obeidat, [email protected]

8. Course web-page:

9. Academic year: 2020-2021

10. Semester: x First Second Summer

11. Textbook(s) (Make sure you have one textbook – resource materials online)

Marketing Strategies (text and cases), 6th edition by Ferrell and Hartline

12. References: (Make sure that the references are available in the Library and online)

13. Other resources used (e.g. periodicals, software, eLearning, site visits, etc.):

14. Course description (from the catalog)

The course is an integration of all marketing elements in a strategic planning framework. It

emphasizes areas of strategic importance, especially those that have significant implications

and relevance for marketing policy decisions in competitive situations. You will develop skills

in creating and evaluating marketing plans, strategies, and implementation programs so that

you will be better prepared to manage the marketing problems you will encounter in your

profession. As part of the course requirements, you will prepare marketing cases for class

discussion, conduct environmental, competitive, and customer analyses, and develop several

strategic marketing plans. The course also makes extensive use of team-based assignments

and active class discussion.

15. Course Intended Learning Outcomes:(All CILOs must start with an action verb, please use ANNEX I for getting a

better understanding of the Action Verbs and Blooms Taxonomy. The mapping of the CILOs with relevance to the PILOs of the program.)

Mapping to PILOs

CILOs (Preferred not to exceed 12 CILOs)

a b c d e f g h i J k

1. Acquire an x x


Course Syllabus


understanding of the dynamic nature of today's environment and its influence on the marketing activities

2. Develop an understanding of the various components of the marketing plan

x x x

3. Develop an understanding and skill in conducting a situational analysis

x

4. Develop an understanding and skill in conducting a swot analysis

x x

5. Develop an understanding of the product strategy

x x

6. Develop an understanding of theprice strategy

x x

7. Develop an understanding of the promotion strategy

x x

8. Develop an understanding of the distribution strategy

x

9. Develop an understanding of the

importance of the implementation

process in the marketing plan success

x xx

10. Acquire the skill to develop a marketing

plan

x x

16. Course evaluation: (Formative and summative assessment methods are expected)

Assessment Type

Details/ Explanation of Assessment in relation

to CILOs

Number Weight Date(s)


Course Syllabus


17. Description of Topics Covered(The description should be from the textbook used)

Topic Title (e.g. chapter title)

Description

Chapter (1) Marketing

Strategy: Marketing in

today's economy

This chapter reviews some of the major challenges and opportunities that exist in planning marketing strategy in today’s economy. It will also review the nature and scope of major marketing activities and decisions that occur throughout the planning process. Finally, the chapter looks at some of the major challenges involved in developing marketing strategy

Chapter (2) Strategic

Marketing Planning

This chapter reviews the process of strategic marketing planning in addition to the requirements of each step of the planning process

Chapter (3)Collecting/Analyzing

Marketing Information

This chapter examines the process of the situation analysis of the internal, external, and the customer environment. In addition, this chapter examines the sources of data that can be used to perform a situational analysis

Chapter (4)Developing This chapter examines theprocess of conducting a swot analysis. In addition this chapter examines in detail how firms can establish a

Quizzes 2 %

Midterms 1 30 %

Assignments 1- Students are asked to critique a mission and vision statements for a brand

2- Students are asked to critique a swot analysis by an international firm

3 10%

Projects/Case Studies

Students are asked to choose a specific industry in Jordan and develop a marketing plan for a new local firm with a new product

1 20%

Final 1 40%

Total 100%


Course Syllabus


Competitive Advantage

and Strategic Focus

competitive advantage and a strategic focus.

Chapter (5)Customers,

Segmentation and Target

Marketing

This chapter details the strategic issues in relation to the segmentation and targeting

Chapter (6)the marketing program

This chapter details the process of developing the marketing program in addition to the process of developing the product, price, promotion, and distribution strategies.

Chapter (7)Branding and

Positioning

This chapter examines the strategic issues in relation to branding and positioning.

Chapter (8) : Ethics and Social Responsibility in Marketing Strategy

The current chapter discuses different issues which are related to the ethical and social responsibility in marketing strategy such as; ethics and social responsibility in marketing strategy, ethical issues in the marketing program, managing and controlling ethical issues, relationship to marketing and financial performance, and incorporating ethics and social responsibility into strategic planning

Chapter (9)Implementation and control

This chapter examines the main issues related to executing and evaluating strategic Issues in marketing Implementation, approaches to marketing implementation, internal marketing and marketing implementation, evaluating and controlling marketing activities, and the success of marketing plan.

Chapter (10) Developing and Maintaining Long-Term Customer Relationships

This chapter examines managing customer relationships, quality and value: the keys to developing customer relationships, and customer satisfaction: the Key to customer retention.

18. Course Weekly Breakdown:

Week Date Topics covered CILOs Teaching Method Assessment

1 Marketing Strategy:

Marketing in today's

economy

1 Lecture /in class discussions

2 Strategic Marketing

Planning


3 Collecting/Analyzing

Marketing Information


Quiz

4 Developing Competitive

Advantage and Strategic


quiz


Course Syllabus


Focus

5 Mid-term exam Written exam

6 Customers, Segmentation

and Target Marketing


7 The marketing program 6-7-8-9 Lecture /in class discussions

8 The marketing program 6-7-8-9 Lecture /in class discussions

9 Branding and positioning 6 Lecture /in class discussions

10 Implementation and control 9 Lecture /in class discussions

11 Ethics and Social Responsibility in Marketing

Strategy

12 Developing and Maintaining Long-Term Customer Relationships

Lecture /in class discussions

13 Project presentations 10 Lecture /in class discussions

Oral presentations

14 Project presentations 10 Lecture /in class discussions

Oral presentations

19. Others:

Description

Attendance policies:

Students are not allowed to miss more than 15% of the classes during the semester. Failing to meet this requirement will be dealt with according to the university disciplinary rules.

Absences from exams and handing in assignments on time:

Make ups to be determined by the deanship associated with an acceptable absence acceptance form signed by the dean office. Assignment delivery; 15/04/2017

Health and safety procedures:

According to the University roles and regulations

Honesty policy regarding cheating, plagiarism, misbehavior:

According to the University roles and regulations


Course Syllabus


Course Coordinator: Add your Signature

Head of Department: Add your Signature

Head of curriculum committee/ School Level:

Type the Name Add your Signature

Dean: Type the Name Add your Signature

Approved by the Program Coordinator/ Head of the Department on:

Type the date: DAY/MONTH/YEAR

Copy to:

Head of Department

Assistant dean for Development and Quality Assurance

Course Portfolio

university of jordan jordan university business school...

Documents