SYLLABUS COURSE PREREQUISITE TEACHER (S) COORDINATOR. This is an Upper Division Course. COURSE DESCRIPTION COMPETENCIES METHODOLOGY

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1 SYLLABUS AREA COURSE PREREQUISITE TEACHER (S) COORDINATOR : Marketing Strategic Marketing Planning : Marketing Management : : Walter Vizarreta Vilcarromero waltervizarreta@hotmail.com : Ing Miguel E. Loo MBA mloo@usil.edu.pe This is an Upper Division Course. I COURSE DESCRIPTION Any company that intends to grow and develop over a long period of time must have a strategic plan. Strategic plans are like placing road signs where there are no roads. This tells us two very clear differences between a strategic plan and a marketing plan. The first one tells us how we are going to face major challenges, spanning from growth to crisis of our core business, maintaining the essence of who we are as a company. The second is how to lay the next kilometre of pavement to make that road. Finding a balance between the cost of that kilometre and the contour of the terrain (the shape of the market) and the distant objective we want to reach is going to be your job. Anyone can write a marketing plan for a year. Only those who can see the larger picture can steer a company through the years without losing course. Those people need to learn how to align every unit inside a company towards a distant goal that not everyone will understand or see. It will be the job of a bold and strong marketing leader to see those plans through. II COMPETENCIES By the end of this course the student will be able to: Set up and develop strategic marketing plans. Analyze markets segments. Develop brand strategies and product strategies. Adapt a Marketing Plan geared to markets trends. III METHODOLOGY The objective of this course is to give the student the opportunity to work between the strategic framework of a company and the tactical platform (in the form of a yearly marketing plan). Despite the availability of real cases, in order to really be able to look at the big picture we are going to work on two large cases: one of products marketing before the Mid-term exam and one of services between the Midterm and the Final Exam. Aside from that, each one of you will have to deliver a presentation on a given subject at least once in the semester. This presentation will be a current economic affair affecting businesses, a subject of interest to the class or analysis, of an issue to be discussed. Planeamiento Estratégico en Marketing Page 1 of 5 F-205

2 IV SCHEDULE OF CONTENTS AND LEARNING STRATEGIES. Unit 1 : Strategic Marketing Planning way ahead. 1 3 Presenting and discussing the future of three types of businesses: Banks Financial Services. Mass Consumer Goods Two examples. Services Two examples. Discuss the future of three types of businesses in the current environment. Introduce the first Scenario of the mass consumer goods company case. Unit bibliography: [ 5 ] Chapters 1 and 2 Unit: Models for Strategic Planning. 2 3 General structure of a strategic marketing plan. Vision, Mission, Principles, Target Market Evolution. Explain the steps and development of a strategic marketing plan. Discuss two Peruvian examples from different industries identifying the drivers for the future. Discussion of the Syllabus, assigned readings and case scenarios. Using of powerpoint to present current scenarios for companies used as examples. Discussion and use of power points slides. Exercises in forward thinking for businesses.. Discuss the first advances on the cases. Unit bibliography: [ 1 ] Chapters 3 and 4 Unit: Making a marketing plan based on strategic objectives Search for Opportunities. 3 3 Understanding the importance of following strategic objectives when preparing an annual marketing plan. Discuss of the assigned readings. Develop the skeleton of a marketing plan with two sets of strategic objectives (to contrast the end result with one and the other) Discuss on the advances of the cases being developed.. -Quiz 1 Unit bibliography: [ 1 ] Chapters 5 and 6 Unit: Large consumption trends. 4 3 Analysis of recent trends in mass consumer goods, services and industrial products for the following years. Discuss the assigned readings. Identify the larger trends and differentiate them from other market phenomena. Identify cyclical trends. Video. Identify growth opportunities inside negative market trends and how to segment products in upward and. downward trends in the markets. Discuss on the advances on the assigned case. Unit bibliography: : [ 5 ] Chapter 7 Unit: Strategic positioning Reading long term trends in market research data. 5 3 Use of the most common and not-socommon market research tools. How to look for spaces in the market and how to create them! Unit bibliography: Chapter [ 9 ] Discuss the assigned readings with emphasis on the practical use of common market research data and some special topics on not so common market research. Explain the use of databases in retail, insurance and banking. Discuss the advances made in the assigned case. Video. Planeamiento Estratégico en Marketing Page 2 of 5 F-205

3 Unit: Review on Marketing business strategy. 6 3 Competitive strategies. Present examples of each of the selected strategies and how they fit (or don t) in a strategic framework. Discuss the advances made in the assigned case. Prepare for final report. Student presentation and discussion (use of PPT) Q&A --Quiz 2 Unit bibliography: : [ 5 ] Chapters 8 and 9 Unit: Analyzing the value chain from production to consumer and beyond W Hrs Topics Learning Strategies and procedures Activities / Media. 7 3 Import / Production study of costs. Distribution strategy Maximizing the value chain to deliver best consumer value. Discuss the assigned readings Analyze the cost structure throughout the value chain of a product then discuss the impacts on the value delivered to the consumer based on the cost of reaching each KOB (Kind of Business) all that within the strategic framework provided. Excel presentation. Discuss the different options of maximizing the value chain. s. Unit bibliography: [ 5 ] Chapter 11 MIDTERM EXAM Unit: CRM Customer fidelity. W Hrs Topics Learning Strategies and procedures Activities / Media. 8 3 An overview of how CRM is being used in the world. Discuss the assigned readings. Explain the use of CRM in B2B and B2C and how it could fit the strategic view of a company when looking at customer loyalty. Role playing. Review advance of case assignment. -Quiz 3 Unit bibliography: [ 5 ] Chapter 12 Unit: Product Launches. 9 3 How should product launches be handled given the new tools available? The development process. Communication. Discuss on assigned readings Explain and define the process of launching different types of products (from mass consumer goods to industrial) Discuss how modern communication tools are re-shaping the product offering around the world. Review advance of case assignment. Unit bibliography: [ 5 ] Chapter 10 Unit: Sales Planning Sales planning under a yearly marketing plan but viewed under the strategic overview. Seasonality Risk management and assesment in sales. Sales Forecasting Logistics of selling. Discuss the reading topics. Present the sales forecasting models and what criteria to use when doing so. Identification of which market research gives us the best clue to sales forescasting. Understanding the economics of logistics and it s role in overall product cost.. -Quiz 4 Unit bibliography: [ 5 ] Chapter 7 Planeamiento Estratégico en Marketing Page 3 of 5 F-205

4 Unit: Corporate communication and Crisis Handling 11 3 How corporate communications should should be handled. How to manage a crisis. Discuss how to align product communication but also their corporate communications. Analyze the product communications but also their corporate communications. Define and explain the global scale of communications for Crisis handling. Unit bibliography: [ 5 ] Chapter 13 Unit: Budgeting 12 3 Discuss budgeting and comparison of activities alternatives while budgeting. Push and Pull strategies. General control of budgeting vs progress. Analyze the budge from a strategic perspective, balancing yearly objectives vs. long term needs, also for contingencies in your budget.. -Quiz 5 Unit bibliography: [ 5 ] Chapter 14 Unit: Presenting a strategic plan. 13 y 14 6 Presenting a strategic plan. Presentation by groups of the strategic plan and parts of the marketing plan for the second case study, focusing on the consistency of such presentation, Students will use PPT and Excel to present their ideas. Unit bibliography: [ 5 ] Chapter 14 FINAL EXAM V. EVALUATION: You will have four graded quizzes, no elimination among them. If you fail to take one, we will have ONE make-up quiz before the Final Exam, provided you present sufficient proof of the reason why you couldn t take one of them. Two take cases and one presentation will complete your class grades, which will combine with the Mid-term and the Final exams to compose your final grade. N Evaluation Weight (%) 1 Quizzes and assignments 50 2 Mid-Term Exam 20 3 Final Exam. 30 You are required to comply with at least a 70% class attendance according to current university requirements. Should you exceed this limit, you will forfeit the right to take the Final Exam Planeamiento Estratégico en Marketing Page 4 of 5 F-205

5 EVALUATIONS Evaluation types Five quizzes will be taken and the four highest scores will be averaged Final Project Weight (Permanent evaluation grades) N Displayed (By evaluation type) (%) Description (%) Week Date EVALUATIONS TO LAG 1 Quiz NO 2 Quiz NO 3 Quiz NO 4 Quiz NO 5 Quiz NO TOTAL : Final project NO TOTAL : 100 VI BIBLIOGRAPHY [1] AMBROSSIO, Vicente, Plan de Marketing, 1ra Ed, Editorial Prentice-Hall. Compendio de resúmenes de Textos, Leader Summaries. [2] CLAIRBORNE, Lewis P., Marketing de Experiencias, Editorial Financial Times Prentice Hall Ed. Abril [3] DÀLESSANDRO, David F. y OWENS Michele, Construya su marca personal. Editorial McGraw-Hill, 2da Ed [4] KOTLER, Philip, Los Diez Pecados Capitales del Marketing, Editorial John Wiley & Sons, 1ra Ed. Marzo [5] LAMBIM, Jean Jacques, Marketing Estratégico, Editorial McGraw-Hill, 3ra Ed. [6] NEWMAN, Michael, Saltos Creativos: Las 10 lecciones de Publicidad de Saatchi & Saatchi, Editorial John Wiley & Sons. 1ra Ed. Abril [7] O`SHAUGNESSY, John, Competitive Marketing: Strategic Approach. 3ra Ed. Editorial Díaz de Santos. [8] TROUT, Jack. Jack Trout on Strategy, Editorial McGraw- Hill, 1ra Ed. Marzo Planeamiento Estratégico en Marketing Page 5 of 5 F-205