BA 162: Marketing Strategy
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Transcript of 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
– 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