Syllabi

Course Information:
Class meeting time: Varies
Modality and Location: Varies

Instructor Information:
Name: Paulo Gomes
Email: pgomes3@kennesaw.edu 
Office Location: BB440
Office phone: 470 578-6060
Office Hours: Fridays – 9 am to 11 am via Teams or by appointment.
Preferred method of communication: D2L – I will reply to messages within 24 hours, except on weekends. 

Course Description:
The Marketing Strategy course at Kennesaw State takes all marketing elements previously learned through your major to create a unified strategy. The focus of the course is to apply marketing elements and principles into a comprehensive strategy. Because of this, we will spend much of our time on applied activities where you will use the knowledge you have gained in other marketing courses and learn how to put them together in a successful marketing strategy. 

Course Materials:
Required Texts: Marketing Strategy: Based on First Principles and Data Analysis by Robert Palmatier & Shrihari Sridhar, Palgrave, 2nd edition - 9781352011463
Required software: MarkStrat Simulation – available for a discounted price from KSU bookstore via Day One Access.
Required software: SPSS statistical analysis software – available as part of the technology package with UITS by following this link.  

Course Learning Outcomes:
By the end of the course, students should be able to:

·      Collect and analyze data needed to make informed strategic decisions. 

·      Perform internal and external marketing analysis.

·      Identify the target market after consumer segmentation.

·      Design a market mix (product, place, price, promotion) to achieve sustainable competitive advantages. 

·      Integrate these outcomes into decisions in dynamic environments.

Course Requirements and Assignments:
This course and assignments are structured as follows:

·      Textbook: it provides essential information. Reading is required. 

·      Quizzes: There are a total of 10-question quizzes. 9 for each of the chapters in the textbook and 2 quizzes for the MarkStrat simulation. 

·      Cases: There is 1 case in this class, divided into three parts.

o   SPSS output: a descriptive, cluster, and discriminant analysis. You must save the output as a PDF, making sure to embed your name in it. 

o   Analysis: interpretation of the SPSS results and any secondary data you obtained. 

o   Strategy: decisions on target market, BOR equity, and Marketing Mix strategy to pursue, and present your recommendation to the class. 

·      Simulation: MarkStrat simulation

o   MarkStrat quizzes: 2 open notes test on MarkStrat

o   MarkStrat Performance: your team’s performance will be graded using the share price index.

o   MarkStrat Presentation: group presentation on your experiences during the simulation.

o   MarkStrat participation: your participation in the simulation and the presentations. 

 

Midterm Grades: A midterm grade may be assigned by the midterm grade due date identified on the academic calendar. This midterm grade is for assessing mid-semester performance at least one week prior to the last day to withdraw without academic penalty. You may view your midterm grade in Owl Express. Note that only your final grade will be officially recorded on your academic transcript.

Course Policies:
Attendance Policy

·      Attendance is taken on all lecture days after the quiz and on MarkStrat days at the end of class. 

Late work and missed assignments

·      No late submission will be accepted. No exceptions will be made to this rule. 

·      No makeup work for missed assignments is available, unless specifically noted in the syllabus. 

Assignments and grading

·      Any paper with plagiarized sentences will receive a zero. Plagiarism can result in academic suspension as per the academic honesty policy of KSU. You can refer to the KSU Codes of Conduct for further information.

·      Papers with poor grammar or spelling can only achieve the highest grade of a C.

·      Turnitin will be enabled for this course. Any submission with a score higher than 40 will receive a zero. 

Use of AI

·      Using AI is allowed in this class but not required.

o   You are allowed to use AI for any purpose. However, you should note that all AI generative tools still tend to make up incorrect facts and fake citations, code generation models to produce inaccurate outputs, and image/art generation can produce copied work or offensive products.

You will be responsible for any inaccurate, biased, offensive, or otherwise unethical content you submit, regardless of whether it originally comes from you or an AI too. I use Turnitin’s AI reporting tool. 

If you use any AI tool, its contribution must be credited in your submission. This includes paraphrasing tools like Grammarly. The use of an AI tool without acknowledgement is cheating and constitutes a violation of the KSU Code of Academic Integrity. Without a proper citation, you will receive a zero on the assignment and be referred to SCAI.  

Institutional Syllabus Policies, Procedures, and Resources:
https://www.kennesaw.edu/academic-affairs/curriculum-instruction-assessment/academic-program-planning-development/resources/student-syllabus-resources.php