BA 162: Marketing Strategy Fall 2000 Lisa Cain. Course Objectives: –Build upon what you have learned in BA160 to discuss various strategies available.

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Presentation transcript:

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 –Learn to develop a marketing plan based on your MARKSTRAT firm’s products/position at the end of the simulation

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

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

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

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

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)

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

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

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

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