Course Syllabus
Contact Information
Course Details
This course has been developed to offer an integrated perspective between the firm’s business strategy and brand strategy. The first part of the course will focus on concepts and ideas useful to those involved in strategic management: driving strategy development and decision making, beginning with the question of how value can be created and appropriated, leading to competitive advantage. It will cover the process of analysis, formulation and implementation (AFI) of strategy, and many of the issues and choices that arise along the way. The strategic planning process serves as the roadmap for leadership to consider the firm’s health, and to plan for its long-term viability.
The latter part of the course will consider strategy through the brand lens: the role of the brand in driving value in the firm, in creating and sustaining competitive advantage, and in addressing the questions of how and where to compete. From the CMO perch, we will explore the role of brand management, the brand planning process, and their impact on brand value. This course will prepare students to examine and formulate strategy at both the level of the enterprise and the marketing function, with a view to creating competitive advantage.
For a list of course activities and components, scroll to the bottom of this page.
Course Materials
- Rothaermel, F. T. (2021). Strategic Management 5th Edition, (E-BOOK) New York, NY: McGraw-Hill Education
- Abratt, R., & Bendixen, M. (2019). Strategic Marketing Concepts and Cases. Routledge, ISBN 9781138593640
- HBR case study course pack: HBR Follow the link and on screen instructions to purchase via Harvard Business Publishing
- McGraw Hill case study course pack: McGraw-Hill. Follow the link and on screen instructions to purchase via McGraw Hill Publishing
- Any additional readings will be listed in the schedule and posted on Canvas
Grades
Breakdown
| Activity | Description | Percentage |
|---|---|---|
| Participation |
|
40% |
|
10% | |
| Peer Review |
|
20% |
| Final Case |
|
30% |
| Total | 100% |
Scale
| Percentage | Letter Grade |
|---|---|
| 90–100% | A |
| 80–89% | B |
| 70–79% | C |
| 60–69% | D |
| Below 60% | F |
Course Components
Participation
Participation is defined through a lens of quality and timeliness, including, but not limited to the following:
Students are expected to contribute meaningfully to Live Sessions via weekly case discussions. The ability to contribute will rely on thorough preparation, including completion of all readings and team case work-ups. In some instances, you and/or your team may be asked to present your case work-up to the rest of the class.
Students are expected to make "discussion-advancing" contributions to Live Sessions, and ensuing comments/discussion should build upon others' comments.
In the rare instance live class participation is not possible for a particular week, students should give extra effort to the Post-Session Follow up response for that week.
Assignments and Follow-ups must submitted on-time in Canvas.
Peer Review
Students' individual contributions to weekly team work and final project will be rated by their peers and will evaluate: engagement in the sessions, carrying their weight in terms of the workload, and being a supportive and value-added team player. There will be two Peer Review entries, one earlier in the term and another at the end. The second peer review will be more heavily weighted than the first as students will have a clearer picture of their team members' contributions over the duration of the course. Students are expected to complete peer reviews thoughtfully and submit them on-time.
Final Case
Teams will prepare a major case analysis and will be graded based on their critical thinking, application of relevant frameworks and concepts covered in the course, as well as strategic thinking and creative/innovative problem solving. Specific questions for the final will be shared at a later date. Teams will be expected to discern the most pertinent facts of the case using appropriate analytical tools, effectively define the problem/opportunity, address relevant issues, identify potential solutions and provide rationale to support the solutions. Each team will be expected to demonstrate their thinking clearly, cohesively, succinctly and in a compelling manner.
Course Policies
Communication
The best way to communicate with me is through email. If you have a question, I will respond as soon as possible, usually the same day. If you would like to schedule a call, send me an email, give me a few dates and times that work with your schedule and I will confirm a time that works for me as well.
Late Policy
All weekly group assignments will be considered late if not turned in on Canvas at least one hour before the Live Session. Assignments may be turned in early.
Writing Expectations
While your writing should broadly adhere to APA guidelines, students need not use parenthetical references in the body of an assignment/question response. Superscript numbers1 can be used to reference sources listed at the foot of the page/response.
University Academic Policies and Student Support
Land Acknowledgement
Long before the University of Oklahoma was established, the land on which the University now resides was the traditional home of the “Hasinais” Caddo Nation and “Kirikirʔi:s” Wichita & Affiliated Tribes.
We acknowledge this territory once also served as a hunting ground, trade exchange point, and migration route for the Apache, Comanche, Kiowa and Osage nations. Today, 39 tribal nations dwell in the state of Oklahoma as a result of settler and colonial policies that were designed to assimilate Native people.
The University of Oklahoma recognizes the historical connection our university has with its indigenous community. We acknowledge, honor and respect the diverse Indigenous peoples connected to this land. We fully recognize, support and advocate for the sovereign rights of all of Oklahoma’s 39 tribal nations. This acknowledgment is aligned with our university’s core value of creating a diverse and inclusive community. It is an institutional responsibility to recognize and acknowledge the people, culture and history that make up our entire OU Community.
Course Catalog
Search the OU Course Catalog.
Student Handbook
Please familiarize yourself with the OU Student Handbook.
Student Support Services
OU offers a variety of services to support students. For more information, please refer to the Student Support Module in your Orientation course.
Online Library
Access digital materials and other resources at OU Libraries.
Copyright Statement and Privacy Information
Sessions of this course may be recorded or live-streamed. These recordings are the intellectual property of the individual faculty member and may not be shared or reproduced without the explicit, written consent of the faculty member. In addition, privacy rights of others such as students, guest lecturers, and providers of copyrighted material displayed in the recording may be of concern. Students may not share any course recordings with individuals not enrolled in the class or upload them to any other online environment.
Academic Integrity
As a member of the OU community, it is your responsibility to protect your educational investment by knowing and following the rules. The Student Code is available from the Office of the Vice President for Student Affairs, and is contained in the Student's Guide to Academic Integrity.
Academic honesty is incredibly important within this course. Cheating is strictly prohibited at the University of Oklahoma, because it devalues the degree you are working hard to get. Should you know of someone else engaging in academic misconduct, please report it to your instructor or directly to the Office of Academic Integrity. Your instructor has a professional obligation to report academic misconduct.
In addition to the course conduct policies outlined by your professor in the Course Syllabus in the online classroom, please review the Graduate Student Handbook.
Religious Observance
It is the policy of the University to excuse the absences of students that result from religious observances and to reschedule examinations and additional required classwork that may fall on religious holidays, without penalty. [See Faculty Handbook 3.15.2].
Reasonable Accommodation for Disabilities
The Accessibility and Disability Resource Center (ADRC) is committed to supporting students with disabilities to ensure that they are able to enjoy equal access to all components of their education. This includes your academics, housing, and community events. Please review OU's Accessibility Policy.
If you are experiencing a disability, a mental/medical health condition that has a significant impact on one or more life functions, you can receive accommodations to provide equal access. Possible disabilities include but are not limited to learning disabilities, AD(H)D, mental health, and chronic health. Additionally, we support students with temporary medical conditions (broken wrist, shoulder surgery, etc.) and pregnancy.
To discuss potential accommodations, please contact the ADRC at 730 College Avenue, (phone) 405-325-3852, or adrc@ou.edu.
Title IX Resources
Anyone who has been impacted by gender-based violence, including dating violence, domestic violence, stalking, harassment, and sexual assault, deserves access to resources so that they are supported personally and academically.
The University of Oklahoma is committed to offering resources to those impacted, including: speaking with someone confidentially about your options, medical attention, counseling, reporting, academic support, and safety plans. If you would like to speak with someone confidentially, please contact OU Advocates (available 24/7 at 405-615-0013) or another confidential resource (see "Can I make an anonymous report?").
You may also choose to report gender-based violence and discrimination through other means, including by contacting the Institutional Equity Office (ieo@ou.edu, 405-325-3546) or the police (911).
Because the University of Oklahoma is committed to the safety of you and other students, I, as well as other faculty, Graduate Assistants, and Teaching Assistants, are mandatory reporters. This means that we are obligated to report gender-based violence that has been disclosed to us to the Institutional Equity Office. This includes disclosures that occur in class discussions, writing assignments, discussion boards, emails, and during Student/Office Hours.
For more information, please visit the Institutional Equity Office.
Adjustments for Pregnancy/Childbirth Related Issues
Should you need modifications or adjustments to your course requirements because of documented pregnancy-related or childbirth-related issues, please contact me as soon as possible to discuss your options. Generally, modifications will be made where medically necessary and similar in scope to accommodations based on temporary disability. Learn more about the rights of pregnant and parenting students by consulting the FAQ sheets provided by the Institutional Equity Office.
Mental Health Support Services
If you are experiencing any mental health issues that are impacting your academic performance, counseling is available at the University Counseling Center (UCC). The Center is located on the second floor of the Goddard Health Center, at 620 Elm Rm. 201, Norman, OK 73019. To schedule an appointment, call 405-325-2911. For more information, please visit the University Counseling Center.
Final Exam Preparation Period
Pre-finals week will be defined as the seven calendar days before the first day of finals. Faculty may cover new course material throughout this week. For specific provisions of the policy please refer to OU's Final Exam Preparation Period policy.
Required Policies for Students On Campus
Emergency Protocol
During an emergency, there are official university procedures that will maximize your safety.
Severe Weather: If you receive an OU Alert to seek refuge or hear a tornado siren that signals severe weather:
- Look for severe weather refuge location maps located inside most OU buildings near the entrances
- Seek refuge inside a building. Do not leave one building to seek shelter in another building that you deem safer. If outside, get into the nearest building.
- Go to the building’s severe weather refuge location. If you do not know where that is, go to the lowest level possible and seek refuge in an innermost room. Avoid outside doors and windows.
- Get in, Get Down, Cover Up.
- Wait for official notice to resume normal activities.
Additional Weather Safety Information is available through the Department of Campus Safety.
Severe Weather Preparedness Video
Armed Subject/Campus Intruder
If you receive an OU Alert to shelter-in-place due to an active shooter or armed intruder situation or you hear what you perceive to be gunshots:
- Avoid: If you believe you can get out of the area without encountering the armed individual, move quickly towards the nearest building exit, move away from the building, and call 911.
- Deny: If you cannot flee, move to an area that can be locked or barricaded, turn off lights, silence devices, spread out, and formulate a plan of attack if the shooter enters the room.
- Defend: As a last resort fight to defend yourself. For more information, visit:
OU's Emergency Preparedness site
Shots Fired on Campus Procedure
Fire Alarm/General Emergency
If you receive an OU Alert that there is danger inside or near the building, or the fire alarm inside the building activates:
- Leave the building. Do not use the elevators.
- Know at least two building exits
- Assist those that may need help
- Proceed to the emergency assembly area
- Once safely outside, Notify first responders of anyone that may still be inside the building due to mobility issues.
- Wait for official notice before attempting to re-enter the building.
Course Summary:
| Date | Details | Due |
|---|---|---|