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

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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