Download UNIVERSITY OF DELAWARE - Berkeley-Haas

BA 162
Marketing Strategy
Fall 2000
Lisa Cain
E-mail: [email protected]
Office: F 494
Phone: 642-6353
Office Hours: Tuesdays 12noon-2pm and by appointment
_____________________________________________________________________________
COURSE OBJECTIVES
This marketing elective is designed to give a more in-depth look at Marketing Strategy and builds
upon the marketing basics discussed in BA160. We will focus on analysis of market information,
development of marketing strategy alternatives, selecting a marketing strategy and implementing
that strategy. This course uses the "firm" as the unit of analysis rather than an individual product so
students will have a chance to understand multi-product strategies as well.
Lectures will highlight elements of the readings, provide an organizing framework for the topic of
the day, and cover new material. Lecture material will be posted on the web before class.
A key feature of this course will be the use of MARKSTRAT, a marketing strategy simulation, to
highlight many of the concepts discussed in class. Additionally, students will draw upon their
MARKSTRAT firm's performance to develop a marketing plan and presentation of that plan at the
end of the semester.
REQUIRED TEXTS:
The required texts for this class are:
Marketing Strategy, Ferrell, Hartline, Lucas & Luck
MARKSTRAT 3, Larreche & Gatignon
BASIS FOR FINAL GRADE:
Summary:
Three of four written decision summaries
Marketing Plan
Presentation
Written Report
Class Participation
Final Exam
30%
10%
30%
10%
20%
Written Decision Summaries
Four decision summaries are required during the semester, although I will count only the top three
towards your final grade. You will individually write decision summaries as indicated in the class
schedule. It is to be a review of the alternatives considered by your group and the reasoning behind
your group's MARKSTRAT decision. Each summary will focus on a particular marketing mix
element or strategy component. Each summary is to be one page and may be accompanied by two
exhibits. A separate handout will fully describe the format that I'd like you to use for this
assignment.
Marketing Plan
Your group will prepare a marketing plan based on your MARKSTRAT firm's situation at the end
of the last decision period. The textbook provides excellent worksheets and examples in
Appendices A and B for preparing a marketing plan and I suggest that you utilize these. I also
suggest that you begin to outline your plan early in the semester and that you make sure you
purchase appropriate marketing research in the last period or two of MARKSTRAT decisions.
Your MARKSTRAT performance, by itself, does not play a role in your grade.
All written plans will be due no later than noon on Monday, December 11th- though you may find it
easier to submit them when you make your group presentation of the plan (in class on one of the
last four sessions).
Class Participation
On-time attendance, preparation and participation are the key components of this part of your
grade. I am interested in both quality and quantity of contribution. I will also give you feedback on
your class participation midway through the session.
Final Exam
There will be a final exam during the regularly scheduled exam period. It will be designed to
assess your knowledge of the concepts discussed in class and through the MARKSTRAT
simulation. It will consist of several short-answer questions and a few mini-cases. Be sure to bring
a blue book to the exam. This course is in Exam Group 10 and the final is scheduled for December
16th, 8-11am.
CLASS SCHEDULE
Date
Assignments
Topic
(MM: Markstrat Manual, T: Text)
8/30
Introduction to Marketing Strategy &
Course Overview
9/1
Introduction to MARKSTRAT
MM: Chap. 1-4
Preliminary Group Assignments
9/6
Final Group Assignments
MM: Chap. 5
MARKSTRAT Working Session Q&A
9/8
Environmental Analysis: External
Period 1 Decision Due
T: Chap. 1, 3
MM: Chap. 9
9/13
Customer Analysis I
Period 2 Decision Due
MM: Chap. 8
9/15
Customer Analysis II
T: Chap. 4
9/20
Environmental Analysis Case: Saturn
Period 3 Decision Due
T: Case 1: Saturn
9/22
MARKSTRAT Results-to-date &
MARKSTRAT Market Research
1st Decision Summary: Brand
Portfolio/Target Markets
9/27
Market Segmentation, Targeting &
Positioning
T: Chap. 6
Product Life Cycle
Period 4 Decision Due
9/29
MM: Chap. 6
T: Chap. 7
10/4
Product Line/Brand Strategies
10/6
Pricing Strategy I
Period 5 Decision Due
10/11
Pricing Strategy II
2nd Decision Summary: Pricing
Decisions
10/13
Promotion Strategy I
Period 6 Decision Due
10/18
MARKSTRAT Results-to-date
10/20
Promotion Strategy II
Period 7 Decision Due
10/25
Distribution Channels Strategy I
3rd Decision Summary: Promotion
Decisions
10/27
Channels Strategy II
Period 8 Decision Due
11/1
Sales Force Decisions
11/3
Marketing Implementation
Period 9 Decision Due
T: Chap. 8
11/8
Global Considerations
4th Decision Summary: Sales Force
& Distribution
T: Chap. 10
11/10
No Class- Veteran's Day Observance
11/15
MARKSTRAT RESULTS
11/17
Marketing Plan: Working Session
11/22
Marketing Plans: Working Session
11/24
No Class- Thanksgiving Recess
11/29
Marketing Plan Presentations
12/1
Marketing Plan Presentations
12/6
Marketing Plan Presentations
12/8
Marketing Plan Presentations & Wrap-up
T: Appendices A & B
** Marketing Plans are due December 11th, 12noon**
*** Final Exam is Scheduled for December 16th, 8-11am***