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