Overview of Marketing Sessions - msbfile03.usc.edu · 2. Develop decision-making skills in...

USC Marshall School of Business

Master of Business for Veterans

Los Angeles

Fall 2018

Overview of Marketing Sessions

Though marketing specialists may assist with particular marketing tasks, critical marketing decisions are

a general management responsibility and often not something to be delegated. Marketing is about

creating value for customers and then capturing part of that value for the organization. Doing

marketing well is important since marketing decisions impact an organization’s financial performance on

many different levels.

Learning Outcomes

The primary learning outcomes for the marketing sessions are the following:

1. Demonstrate an understanding of foundational marketing terms, concepts, and frameworks.

2. Develop decision-making skills in marketing by applying marketing concepts and frameworks within

different business environments, and improving critical thinking skills through use of data and logic.

3. Develop a deeper understanding of digital marketing to gain additional tools and tactics.

4. Effectively collaborate within a team to apply marketing knowledge and develop a marketing

proposal for an original product/service concept.

Format of Sessions

Curriculum during the six marketing sessions will include use of articles, cases, video segments, and an

online simulation. A session description, learning objectives and topic list is provided for each session.

Graded Items:

Points Weight Due Dates

Participation 20 10% ongoing

Individual Case Write-ups 20 10% Oct. 6 and Nov. 16

Marketing Simulation 20 10% Oct. 19 to Nov. 2

Team Marketing Plans 60 30% Nov. 30

Exam 80 40% Nov. 30

TOTAL 200 100%

Assignment Descriptions

Participation (20 points):

Description:

We will use several instructional methods in this class, including article discussions and case discussions. Discussions are special because the transmission of knowledge isn’t based solely on the instructor, but on the insights of the participants.

Case discussions are an effective way for participants to apply their developing knowledge to the diagnosis and resolution of marketing problems. The cases are brief stories, many based on actual events and describing some sort of marketing dilemma. You will be asked to evaluate the facts of the case, and make recommendations. Like the real world, a case will rarely provide all of the information you would like to have.

Objective:

Develop critical thinking and problem-solving skills relating to marketing problems.

Assignment: The general case analysis approach is to first dig underneath symptoms to identify

underlying problems, then to develop alternative solutions that lead to the strongest recommended course of action. To assist your preparation, preview questions are provided in the calendar section of the syllabus. Prepare by using only information in the case. Here is a suggested approach: 1. Begin by scanning the case. Get a feel for what the story is about – the business,

the characters, and the dilemma. Watch for information relating to issues highlighted by the preview questions.

2. Then read case in more detail. Don’t ignore footnotes and exhibits. 3. Do the math. Data is frequently provided that can improve your understanding of

the case. 4. Develop answers for the preview questions. Prepare to take a position that is

decisive. Avoid vague recommendations such as “hiring a consultant.” There is almost always a potential downside to any recommendation. Consider the risks relating to your stance.

5. If time allows, discuss the case with other students before class to broaden your perspective and improve your understanding of the material

Deliverable: Discussion readiness and quality comments Grading: Participation in class discussions promotes a better understanding of the material, taps

into the collective knowledge and experiences of the class, and sharpens communication skills. Participation opportunities will typically center on topics/questions I propose, and in-class exercises. The following guidelines will be used to evaluate contributions: Participation in class discussions promotes a better understanding of the material, taps into the collective knowledge and experiences of the class, and sharpens communication skills. Participation opportunities will typically center on topics/questions I propose, and in-class exercises. Students should plan to arrive on time to class, and remain for the duration of the class. The following guidelines will be used to evaluate contributions:

Excellent contribution

Clarifies points that others may not initially understand.

Demonstrates ability to apply, analyze, evaluate & synthesize course material by building on facts already stated in reading, lectures, or made by others.

Relevant and succinct input relating to topic being discussed.

Takes appropriate risks in attempting to answer difficult questions.

Good contribution

Demonstrates preparation.

Ideas are fairly well substantiated and somewhat persuasive.

Makes accurate use of course material.

Relevant and succinct input relating to topic being discussed.

Average Contribution

Participates in class exercises, but doesn’t participate in full class discussions

Makes accurate use of course material or provides relevant input relating to topic being discussed, but not both.

Below average or negative contribution

Purpose of comment is unclear or too similar to what has already been stated.

Disruptive behavior.

Drains energy from the class.

Individual Case Write-Ups (20 points)

Description:

To help prepare students for the two case discussions, questions are provided for each case. Students are required to submit a single page (and possible attachment for any calculations) for only the question(s) identified as “write-up.” Papers will be submitted at the beginning of each case discussion class.

Objective: Sharpen critical thinking and problem-solving skills relating to marketing problems. Assignment: One page write-up (second page OK to show any calculations or illustrations) for each

of the assigned case questions. Deliverable: Due at the beginning of the case discussion: 1 page, single-spaced, typed, with an

additional page attached if hand-written calculations are included. Grading: The two case write-ups will each be worth up to 10 points. These will be graded based

on the following scale: 10 points – Identification of relevant issues, accuracy of facts, writing clarity, relevant use of class concepts/frameworks (where applicable) and quantitative support (where applicable). 8 points – Missing or weak within one of the criteria. 6 points – Missing or weak within two of the criteria. …etc.

Marketing Simulation (20 points):

Description:

One of our case discussions will include a marketing simulation. This is an interactive case analysis that will incorporate several topics we will cover during the term.

Objective: Understand link between segmentation and marketing-strategy formulation.

Assignment: Complete 2 or more runs (12 periods each) of the “Managing Segments and Customers”

simulation. Schedule will be the following:

October 19 Simulation introduction

October 19 – 24 (noon) Practice runs

October 24 – November 1 (noon) Single “real” first run of 12 quarters Additional runs for “best” score

November 2 Simulation debriefing in class

Grading: To encourage a little emotional and intellectual investment in the assignment, there will be a

grade assigned to the play of the simulation (discussion of the results will count toward participation). This grade will be based on a ranking of an average of your first round “score” and best subsequent round “score.” Scoring details will be provided September 23, but (assuming a class of 50) grades will then be assigned based on each student’s rank as follows:

Top 1 20 points 2 – 4 19 points 5 – 12 18 points 13 – 20 17 points 21 – 28

29 – 36 37 – 40

16 points 15 points 14 points

Team Marketing Plan Assignment (60 points)

Description:

On behalf of an existing company of your choosing, identify a market opportunity related to obesity. Develop a marketing plan for your own original product or service concept that will serve that need.

Objectives: Assignment:

Improve understanding of how marketing recommendations should align with market characteristics and company capabilities. Experience developing marketing mix elements that align with clear positioning and are consistent with one another. Effectively collaborate to identify a market opportunity and develop a marketing plan. This market need may be one where there are zero existing products/services serving the need…or…there is an existing product/service serving the need, but you feel your recommendation will beat existing choices. The recommended product/service concept can take the form of a “new-to-the-world” idea…or…a line or category extension based on an existing brand (Tide Pen for spot stain removal)…or…an existing product or service that can be aligned with a new target audience – for example, targeting obese citizens with a product originally introduced for a different audience.

Deliverables: Grading:

Projects will be done in teams…likely your existing study teams. Consider your fictional audience to be an investor group or a senior management group. You are trying to sell your strategy as a smart business move. 12 - 15 page paper covering the marketing planning process. See appendix A. Due in class on November 30. Project is worth a total of 60 points and will be scored based on the grading summary sheet in Appendix B

Final Exam (80 points)

Description: Test will be based on 30 multiple-choice questions (2 points each) and 3 or 4 essay questions totaling 20 points.

Objective: Assess overall marketing knowledge gained from course. Deliverable: Completing the exam during second half of class on November 30.

Marketing Calendar Summary

Day Session Theme Readings / Assignments Saturday, Sept. 22

Introduction to Marketing Management and Strategy

Reading: "Creating Customer Value"

Saturday, Oct. 6

Understanding the Market Reading: “Know Your Customers’ Jobs to Be Done” Reading: “Consumer Behavior and the Buying Process” Case: “Aqualisa Quartz: Simply a Better Shower”

Friday, Oct. 19

Choosing Customers: Segmenting, Targeting and Positioning

Reading: “Segmentation and Targeting” Simulation will be introduced in class

Friday, Nov. 2

Branding and New Product Development

Reading: “Design Thinking” Reading: “Product Policy” Simulation debriefing in class

Friday, Nov. 16

Marketing Communications and the Evolving Digital Landscape

Reading: “Marketing Communications” Case: “Sephora Direct: Investing in Social Media, Video, and Mobile”

Friday, Nov. 30

Marketing Wrap-up and Final Exam

Team Marketing Plan is Due Final Exam



Fall 2018

Introduction to Marketing Management and Strategy Marketing Session 1

Instructor: Rex Kovacevich

Date: Saturday, September 22

Session Description

Our first marketing session identifies the role and contributions of the “marketing” function within

organizations, and how these have evolved over time. Companies need customers. To succeed in

competitive markets, companies look for ways of providing value to customers, and value can take many

forms. Marketing planning is a relatively straightforward process - -assess the market, establish a plan,

implement the tactics, and evaluate the results - - but loaded with challenging elements such as

competitive actions, buyer behavior, company capabilities, and other environmental influences – most

over which managers have little direct control. A useful framework for managing these challenges is

commonly characterized as the “5Cs & 4Ps.”

Learning Objectives

Develop an expanded understanding of marketing’s impacts on business models, financial

statements, and strategic plans.

Balance the benefits of a customer-centric approach with its shortcomings.

Distinguish between points-of-parity and points-of difference.

Expand and detail the ways a firm can provide value to its customers.

Learn the basic elements of marketing analysis, strategy and planning (the 5Cs and 4 Ps).

Topics Outline

Marketing’s evolving role within the organization

Financial statement benefits and business model contributions

Understanding marketing as a process

Creating value for customers

5C analysis

Introduction to Marketing Simulation

Pre-work

Readings: "Creating Customer Value" As you read the article, consider these questions:

What are the four ways that customers can derive value from products and services?

How might Economic Value to the Customer (EVC) influence how prices are set?

What are the strengths and weaknesses of using a multi-attribute approach for assessing customer preferences?

Key Terms:

Customer-centricity Life cycle cost Economic value to the customer (EVC) Increasing return to scale Network effects



Fall 2018

Understanding the Market Marketing Session 2


Date: Saturday, October 6

Session Description

The assumption that marketers who best understand consumers (or business buyers) will have a better

chance of market success by delivering attractive value propositions to potential buyers is not difficult to

accept. However, understanding customers is not always easy. Session 2 will explore factors that

influence buyer behavior and basic tools for better understanding targeted customers. A customer

lifetime value calculation will illustrate the value of a customer in financial terms. Consumer behavior is

a field that seeks to answer important questions about the who, what, when, where, how and why of

consumers’ purchase and consumption behaviors. We will discuss the relative merits of basic forms of

market research, and identify ways market research makes use of statistical tools. We will also touch

upon buying characteristics in business-to-business markets. The useful “5C & 4P” framework that was

introduced during the first marketing class will be further examined and applied in the Aqualisa Shower

case.

Learning Objectives

Apply a 5C/4P framework to evaluate the Aqualisa Shower case and develop a course of action.

Develop a customer lifetime value calculation.

Identify two critical steps in the market research process you will influence as a manager.

Identify 4 broad influences on consumer buyer behavior.

Differentiate between business buyer decision-making and consumer decision-making.

Distinguish among the basic types of market research and the appropriate use of each.

Topics Outline

Factors typically considered in a customer lifetime value calculation

Influences on buyer behavior

Customer journeys

Market research process

Basic quantitative and qualitative market research tools

Pre-work

Readings: “Know Your Customers’ Jobs to Be Done” The article outlines and effective, common sense approach for thinking how customer needs can be best served. As you read the article, consider these questions:

What is meant by a “job”? What are the functional, emotional, and social forms that a job might take?

How does a better understanding of the job to be done help a firm better succeed with its customers?

Cases:

Key Terms:

“Consumer Behavior and the Buying Process” As you read the article, consider the following questions:

Based on products you have purchased, develop a few examples that would cover different points along a spectrum from rational to emotional. What criteria was considered to make each of the purchases?

Think of an example when you bought something where more than one person was involved in the purchase decision directly or indirectly. Did any social media platforms play a role?

What are the opportunities and risks of co-designing and co-creating products with consumers?

“Aqualisa Quartz: Simply a Better Shower” As you prepare to discuss the case, consider the following questions:

What is the problem? Why is the Quartz shower not selling?

(write-up) What is the Quartz value-proposition to plumbers? To consumers?

Aqualisa currently has three brands - Aqualisa, Gainsborough and ShowerMax. What is the rationale? Does it make sense?

What should Rawlinson do to build sales momentum for the Quartz product? Cognitive decision making Compensatory decision making Decision making unit Emotional decision making High involvement decision making Low involvement decision making Non-compensatory decision making “Satisficing” decision making



Fall 2018

Choosing Customers: Segmenting, Targeting and Positioning Marketing Session 3


Date: Friday, October 19

Session Description

Not all buyers within a market value products and services the same. Some consumers will have

stronger levels of interest in a firm’s products than others. Some customers are more valuable to a

company than other customers. Firms have finite marketing resources, so it is imperative those

resources are used where they will generate the best return. In this session we will explore the benefits,

trade-offs, and processes when dividing larger markets into smaller markets, and deciding which

customer group(s) to pursue. Once target markets are identified, clear positioning is needed to ensure

marketing mix elements coalesce around a focused brand identity. Session 3 will deepen your

knowledge about positioning and provide you with a template for developing a positioning statement.

The session will begin with a debriefing of the marketing simulation, and highlighting of lessons learned.

To experience some of the topics covered in this class and past sessions, a simulation will be introduced

that will allow you to manage the marketing decisions for a company during the next four weeks.

Learning Objectives

Identify characteristics of a strong market segment.

Understand the common bases for labeling market segments

Differentiate between features and benefits, and understand why these differences matter.

Understand and use positioning to inform marketing mix decisions.

Use segmenting, targeting and positioning (STP) to develop marketing recommendations.

Topics Outline

Marketing simulation debriefing

Segmentation concepts and methods

Characteristics of a strong market segment

Criteria for selecting a target market

Value of a strong positioning statement

Perceptual maps and using product positioning as the foundation for the marketing mix

Pre-work

Readings: “Segmentation and Targeting” As you read the article, consider the following questions:

Why segment at all? What benefits does a firm gain by reducing the size of the potential market when targeting?

Go to www.esteefoods.com . In the crowded market for sweet treats, Estee Foods has successfully carved out a market niche to serve. Who does the company target? How does Estee’s target selection relate to the three criteria covered in section 2.3?

Simulation* “The Orthopedic Motor Market: Minnesota MicroMotors, Inc.” background case

As you read the background case for the simulation consider developing a partial 5C

outline (addressing customers, competitors, and company) to better grasp the business

environment facing MMM.

*This reading is technically not pre-work, as it will not be available until the class session.

Key Terms: Conjoint analysis Behavioral segmentation Mass customization Benefits sought segmentation Multi-attribute model Demographic segmentation One-to-one marketing Geographic segmentation Positioning Psychographic segmentation Segmenting Targeting

http://www.esteefoods.com/



Fall 2018

Branding and New Product Development Marketing Session 4


Date: Friday, November 2

Session Description

Session 4 focuses on branding and new product development. A firm that can successfully develop and

launch new products, and manage brands will see positive impacts on its income statement and balance

sheet. Brands matter. A brand helps convey values and meanings that help distinguish a product in the

marketplace. Successful brands can provide an organization with a strategic advantage, investors with

an enhanced return, and employees with a reason to cheer. Frequently intertwined with a company’s

ability to build brands is its ability to develop new products…a challenging responsibility. Most new

products fail. Through the assigned article and a video segment, this session will introduce successful

new product development practices. Pricing will not be a major part of our marketing sessions, but we

will set aside some time during this session to develop skills in evaluating the profitability impacts of

pricing changes.

Learning Objectives

Effects of positive brand equity.

Identify bottom line growth opportunities by leveraging brand assets.

Recognize opportunities for building brand equity.

Identify effective new product development practices.

Calculate profitability impacts of recommended price changes.

Topic Outline

Review of simulation results and lessons learned

The many ways that strong brands contribute to company performance

Positive brand equity: its sources and effects

Benefits and risks of line and category extensions

New product development, and digital capabilities gained

Pricing calculations

Pre-work

Readings: “Design Thinking” As you read the article, consider these questions:

What is the difference between design and invention?

Which of the design practices, if any, surprised you?

Which design practices do you regard as fundamental to IDEO’s approach?

Simulation:

“Product Policy”

As you read the article, consider these questions:

What are the pros and cons to consider when using a successful brand to expand a product line?

How does brand equity potentially provide competitive advantages to a company?

As a manager, what criteria might you apply to better judge the likelihood of success for a new product?

“Marketing Simulation Debriefing” (write-up not required) As you prepare to discuss the simulation, consider the following questions:

Who are MM’s target customers? Are all segments equally attractive to MM?

How does customer satisfaction change over time? How do you balance hard performance metrics such as revenues and profits with softer metrics such as customer satisfaction?

How do you expect MM’s competition to respond to changes you make in MM’s marketing and sales efforts?

How do you balance short term and long term investments?

Key Terms: Brand equity Line extension

Brand extension Product line depth (for product portfolios)

Cannibalization Product mix breadth (for product portfolios)

Category extension Stock keeping unit (SKU)

Hierarchy of effects model



Fall 2018

Marketing Communications and the Evolving Digital Landscape Marketing Session 5



Session Description

Digital marketing is a general term describing the process by which firms call upon various digital tools,

tactics and technologies to better understand market trends, and deliver attractive value propositions to

targeted customers. The term is most frequently used to describe online promotion and

communication tools, but also impacts other elements of the 4P’s as we have touched upon in earlier

sessions. This session will begin with an overview of the evolving digital landscape, and the impact that

landscape has had on consumers and traditional media. The capabilities of various digital tools and

tactics for outbound marketing and inbound marketing will be covered. Social media will be presented

as part of a decision-making framework for managers. We will also review online metrics commonly

used to assess digital marketing effectiveness. The Sephora case looks at an established company

considering expansion of its digital promotion efforts and will call upon several of these topics covered

in this session.

Learning Objectives

Review digital promotion and traditional media promotion trends.

Explore digital media impacts on buyer behavior.

Evaluate the merits of outbound digital marketing tools such as search and display ads

Evaluate the merits of inbound digital marketing tools such as search engine optimization and

content sites.

Evaluate the effectiveness of social media used for listening to the market and amplifying

positive brand news.

Learn methods for assessing the effectiveness of online advertising and promotion.

Topic Outline

Impacts of digital media on traditional media

Learning about customers online

Paid search advertising

E-mail

Display ads

Content marketing vs. native advertising

Optimizing landing pages

Programmatic advertising

Social media for monitoring, responding, amplifying and leading

Digital metrics

Pre-work

Readings: “Marketing Communications” As you read the article, consider these questions:

What role should ethics play in the creation of a marketing communication strategy?

What types of marketing communications most influence your own purchasing? How do these communications influence your behavior?

Case: “Sephora Direct: Investing in Social Media, Video, and Mobile”

As you prepare for the discussion, consider the following questions:

Assuming she receives the additional funding, how should Bornstein allocate her budget across various digital categories? Given that the additional funding requested must be shifted from Sephora’s other marketing spending, where would you propose to cut? Why?

(write-up) What do you make of Sephora’s digital and social media efforts as of the fall of 2010? By looking outside of the case, what do you make of Sephora’s digital and social media efforts today? What role do traditional media play in their promotion efforts today?

(write-up) What metrics do you propose Sephora Direct use to measure the success of its digital efforts going forward?

Key Terms: All terms listed the end of the “Marketing Communications reading, plus the following:

Affiliate marketing Native advertising

Branded entertainment Opt-in / opt-out (relating to email marketing)

Content marketing Search engine marketing

Email marketing User generated content



Fall 2018

Marketing Wrap-up and Final Exam Marketing Session 6



Session Description

The final marketing session will finish up any material not covered in session 5, and explore how

marketing models and strategies are being impacted by the evolving digital landscape. The second half

of the class will be reserved for the final exam. Material covered during the first half of the class will not

be included on the exam.

Learning Objectives

Explore digital transformations that will shape consumer industries

Identify impacts on business models relating to marketing

Topics

Consumer data flow and value capture

The experience economy

Omni-channel retailing

Digital impacts on long tail models, multi-sided platform models, free” marketing models

Digital impacts on new product development, pricing and distribution

Team marketing plan due at the beginning of class

Final exam given during last 1:50 of class

Appendix A

MBV Marketing Plan Outline

Executive Summary (one page)

Introduce the company, the market opportunity, and the product (or service) concept. Clarify why

the opportunity is right for this company. Provide summary information about the target audience

and competitive dynamics. This is a high level summary. Details will come later in your paper.

Analyzing the market opportunity

SWOT Summary (based on the 5Cs)

Company

o How has company recently performed?

o What are the firm’s critical assets and capabilities?

Collaborators

o What is the value-adding role of current or future value chain collaborators?

o Which strategic alliances are critical for future success?

Competitors

o Who will be the important competitors? How do they compete? How have competitors

recently performed and evolved?

o What are competitors’ strengths and weaknesses?

Customers

o Broad market characteristics. Beyond the company’s own customers, what is the size,

growth rate, and customer demand characteristics within this market?

o What need isn’t being fully met for customers?

Context

o What are the business impacts, if any, that may come from legal/political, demographic,

social/cultural, technological, economic, and/or resource forces? Are these factors part

of any long-term trends impacting the market?

Developing the market opportunity

Objectives. Given 5C conditions, what are realistic goals for this new product idea?

Strategic considerations

o Target market(s)

What are the identifying characteristics of the firms’ targeted customers?

Consider characteristics beyond demographics.

What will cause a customer to purchase and use this particular product or

service? What job(s) is a customer hiring this product/service to do?

o Value proposition

What value proposition best aligns with the job customers want done?

o Positioning

What are the critical POP and POD to make clear in the market?

How should this new concept be positioned?

Implementation

o Marketing mix recommendations

o Implementation - timeline for major tactical steps

o Proposal feasibility

Competitor reaction. Customer reaction.

What are the potential impacts (if any) from “context” forces?

Which value chain alliances are critical for future success?

Follow-up

Contingency plans – Are there contingency plans company can consider should any risk factors

materialize?

Estimated financial impacts

Critical marketing metrics – What data/information should the company monitor to best assess

performance of recommendations?

Exhibits

Appendix B

MBV 2018

Instructor Evaluation Sheet for Strategic Marketing Plan Assignments

Grading Criteria Points Earned

Possible Points

1. Executive summary 6 2. SWOT summary 6

3. Market opportunity analysis 12 4. Target market and desired positioning 6

5. Marketing mix recommendation logic/support 12

6. Contingency Plans 6 7. Recommended metrics/financial data 6

8. Effort level* 6

Total Score

60

*Effort level is based on a comparison of all class projects and considers a combination of writing

quality, depth and breadth of sources used, and difficulty of the proposed idea.

Appendix C

MBV 2018

Strategic Marketing Plan Peer Evaluation

Name of group members: A (you)____________________________ B_________________________________ C_________________________________ D_________________________________ E_________________________________ F__________________________________

Assess each teammate's contributions on a 1-5 scale (5 is excellent)

A B C D E F

Attended and was engaged in team meetings from beginning to end

Listened to and acknowledged suggestions from others

Made valuable suggestions

Took initiative to lead discussions, organize and complete tasks

Contributed to organizing the assignment

Contributed to writing the assignment

Reliably completed tasks on time in a quality manner

Contributed to team cohesion

I would want to work with this team member again.

Based on above, provide an overall group member rating

Please elaborate on ratings:

Your name:

Date:

Appendix E

MARSHALL GRADUATE PROGRAMS LEARNING GOALS

How MBV marketing sessions contribute to Marshall Graduate Program learning goals

Marshall Graduate Program Learning Goals MBV marketing objectives that

support goal

Assessment

Method*

Learning Goal #1: Develop Personal Strengths. Our graduates will develop a global and entrepreneurial mindset, lead with integrity, purpose and ethical perspective, and draw value from diversity and inclusion.

1.1 Possess personal integrity and a commitment to an organization’s purpose and core values.

---

---

1.2 Expand awareness with a global and entrepreneurial mindset, drawing value from diversity and inclusion.

---

---

1.3 Exhibit awareness of ethical dimensions and professional standards in decision making.

2

case studies

Learning Goal #2: Gain Knowledge and Skills. Our graduates will develop a deep understanding of the key functions of business enterprises and will be able to identify and take advantage of opportunities in a complex, uncertain and dynamic business environment using critical and analytical thinking skills.

2.1 Gain knowledge of the key functions of business enterprises.

1, 3

exam questions

2.2 Acquire advanced skills to understand and analyze significant business opportunities, which can be complex, uncertain and dynamic.

2, 3, 4

simulation, case studies

2.3 Use critical and analytical thinking to identify viable options that can create short-term and long-term value for organizations and their stakeholders.

2, 3, 4

simulation, case studies

Learning Goal #3: Motivate and Build High Performing Teams. Our graduates will achieve results by fostering collaboration, communication and adaptability on individual, team, and organization levels.

3.1 Motivate and work with colleagues, partners, and other stakeholders to achieve organizational purposes.

4

marketing project

3.2 Help build and sustain high-performing teams by infusing teams with a variety of perspectives, talents, and skills and aligning individual success with team success and with overall organizational success.

4

marketing

project

3.3 Foster collaboration, communication and adaptability in helping organizations excel in a changing business landscape.

4

marketing project

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