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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***