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BA 162: Marketing Strategy

BA 162: Marketing Strategy. Fall 2000 Lisa Cain. Course Objectives:. Build upon what you have learned in BA160 to discuss various strategies available to marketing managers illustrate these concepts through the use of a simulation: MARKSTRAT

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BA 162: Marketing Strategy

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  1. BA 162: Marketing Strategy Fall 2000 Lisa Cain

  2. Course Objectives: • Build upon what you have learned in BA160 to discuss various strategies available to marketing managers • illustrate these concepts through the use of a simulation: MARKSTRAT • Learn to develop a marketing plan based on your MARKSTRAT firm’s products/position at the end of the simulation

  3. Course Overview (lecture topics) • Environmental Analysis • External, Customer, Internal • Market Segmentation, Targeting & Positioning • Marketing Mix Elements • Product Life Cycle, Product line/brand strategies, Pricing, Promotion, Distribution Channels, Sales Force decisions • Marketing Implementation & Global Considerations

  4. MARKSTRAT 3 • Marketing Strategy Simulation • 2 Industries, 5 firms per industry • different “starting” positions so you will not be graded on firm performance • we will be able to compare the 2 “similar” firms across industries however • More detail about Markstrat next class

  5. Course Requirements • Written decision summaries • Marketing Plan- written & group presentation • Class Participation • Final Exam

  6. Decision Summaries • You will do 4 of these- only 3 will count toward your grade • Demonstrate the “thinking” behind your group’s decisions and give you the opportunity to express your preference even if that’s not what the group did

  7. Marketing Plan • Written Plan- the textbook has terrific suggestions on writing a plan- see Appendices A & B. You will write your plan based on the status of your team’s firm at the end of period 9 (due no later than 12/11 at noon). • Presentation- presentation of your plan. Typical Haas style presentation- PowerPoint etc. (will be videotaped)

  8. Class Participation • Show up, on time. • Be prepared (cases and/or readings) • Quality vs. quantity • Contribute articles/reading/examples

  9. Final Exam (no mid-term) • Case oriented • Comprehensive • Scheduled for Saturday, 12/16 at 8am.

  10. Team/Firms • Markstrat is based upon the idea of an industry. • 5 Firms per industry • 2 industries • Therefore, we need 10 teams

  11. Slightly Hokey :-) • Find out the following from the person sitting next to you: • Name • Hometown • Something surprising about that person

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