Marketing Strategy
Marketing Strategy
(2013, 3rd Module)
Instructor: Yeujun(Jun) Yoon
Office: C318
Tel: 2603-3050
Email:yoony@phbs.pku.edu.cn
Class meetings: Tue. & Fri. 3:30~5:20 pm
Classroom: TBA
Office hours: 10:00~11:50 am. (Wed.)
TA: TBA
I. Course Description
What must a marketing manager consider when he/shemakesmarketing decisions to compete with competitors for customers? This course focuses on business level marketing strategy and uses themarketing planning process as the framework for understanding the integration and coordinationof marketing decisions. You will develop skills in creating and evaluating marketing plans,strategies, and implementation programs so that you will be better prepared to manage themarketing problems you will encounter in your profession. As part of the course requirements,you will have marketing cases for class discussion, conduct analyses of marketing problems, and prepare marketing plan. Particularly, you will have an opportunity to make your own marketing decisions in real world situation through the most popular marketing simulation gamein US MBA programs, “MarkStrat.”You will own your virtual company and products and compete with other students. (e.g. launching new product, pricing decision, and implementations of other marketing activities) You will see the results of your decisions at every period of game.
II. Objective of the course
The main learning emphasis in this course is placed on improved criticalthinking ability (analytical and creative) as it relates to marketing strategy and implementation.This course is very applied in nature. The specific objectives of this course include:
1. Reviewing the essentials of marketing management
2. Understanding the impact of strategic marketing decisions on the firm
3. Gaining insight into the “real world” frustrations/rewards of making marketing decisions
4. Applying decision models used by today's marketing managers
III. Course Design
1. Textbook
“Marketing Strategy” (5th edition), by O.C. Ferrell & Michael D. Hartline., South-Western CENGAGE Learning.
2. Course Assignments
1) Case Analysis(6~7): This assignment involves cases we willdiscuss during the term. All students are required to read the cases and prepare the class discussion before they come to the class.You areresponsible for analyzing the case, updating the information in the case, and preparing discussion. I will lead class discussion based on your preparation. Your teams are responsible to collect information, conduct analysis, and prepare the questions given. Your teams submit 1~2 pages summary before the class starts. Students who participateand contribute actively will get extra pointsup to 10 points each class.
2) Marketing Plan: For this individual assignment, you have two options: 1) analyze a
marketing challenge faced by the company you choose or 2) analyze a topic that will be given by your instructor. In either case, you are responsible for analyzingthe situation, conducting all necessary research (both internally and externally), and preparing awritten marketing plan. You need not perform a comprehensiveanalysis of your company’s marketing program. Try to pinpoint a specific issue that can be handledin a succinct report. This assignment will be presented to the class around mid-term week.
3) Simulation Game: You will form the team and participate the simulation game during the classes. You and your team members make particular marketing decisions given in each game period and results will be provided to all team members before thenext period starts. The game will run 8periods.Final grade will be given based on their performance of games at the end of 8th period.In addition, teams will have an opportunity to explain the analysis of their marketing strategies used during the game by submitting their review reports (max 10 pages). and additional points (max 5) can be given to review reports. The review reports is optional, so the total points from simulation game would not be more than 50 points
3. Grading
4. Class Participation
You are neither expected to have all the right answers in every class nor to dominate every in-class discussion. However, you are required to be prepared and contribute regularly to our class discussion. Learning depends heavily upon thorough and lively participation. It is particularly important that your comments fit into and build on previous comments. This requires that we all listen carefully to each other.
Since I may from time to time call on individuals even when their hands are not raised, you should let me know before the start of class if some emergency has made it impossible for you to be prepared adequately for that class. Naturally, there are students who do not feel comfortable contributing verbally in the classroom. We should all try to make the classroom atmosphere as congenial as possible to assist all of our colleagues in the class participation process.
5. Class Room Policies
- Please display the name card. My classes are interactive, and so it is important for me to know who you are.
- Do not disturb other classmates with distracting devices such as cell phones and laptops.
- Finally, please remember that we have a strict academic dishonesty program here. For example, you need to be careful not to plagiarize from other sources. Failure to adhere to these policies will result in a failing grade.
(2013, 3rd Module)
Instructor: Yeujun(Jun) Yoon
Office: C318
Tel: 2603-3050
Email:yoony@phbs.pku.edu.cn
Class meetings: Tue. & Fri. 3:30~5:20 pm
Classroom: TBA
Office hours: 10:00~11:50 am. (Wed.)
TA: TBA
I. Course Description
What must a marketing manager consider when he/shemakesmarketing decisions to compete with competitors for customers? This course focuses on business level marketing strategy and uses themarketing planning process as the framework for understanding the integration and coordinationof marketing decisions. You will develop skills in creating and evaluating marketing plans,strategies, and implementation programs so that you will be better prepared to manage themarketing problems you will encounter in your profession. As part of the course requirements,you will have marketing cases for class discussion, conduct analyses of marketing problems, and prepare marketing plan. Particularly, you will have an opportunity to make your own marketing decisions in real world situation through the most popular marketing simulation gamein US MBA programs, “MarkStrat.”You will own your virtual company and products and compete with other students. (e.g. launching new product, pricing decision, and implementations of other marketing activities) You will see the results of your decisions at every period of game.
II. Objective of the course
The main learning emphasis in this course is placed on improved criticalthinking ability (analytical and creative) as it relates to marketing strategy and implementation.This course is very applied in nature. The specific objectives of this course include:
1. Reviewing the essentials of marketing management
2. Understanding the impact of strategic marketing decisions on the firm
3. Gaining insight into the “real world” frustrations/rewards of making marketing decisions
4. Applying decision models used by today's marketing managers
III. Course Design
1. Textbook
“Marketing Strategy” (5th edition), by O.C. Ferrell & Michael D. Hartline., South-Western CENGAGE Learning.
2. Course Assignments
1) Case Analysis(6~7): This assignment involves cases we willdiscuss during the term. All students are required to read the cases and prepare the class discussion before they come to the class.You areresponsible for analyzing the case, updating the information in the case, and preparing discussion. I will lead class discussion based on your preparation. Your teams are responsible to collect information, conduct analysis, and prepare the questions given. Your teams submit 1~2 pages summary before the class starts. Students who participateand contribute actively will get extra pointsup to 10 points each class.
2) Marketing Plan: For this individual assignment, you have two options: 1) analyze a
marketing challenge faced by the company you choose or 2) analyze a topic that will be given by your instructor. In either case, you are responsible for analyzingthe situation, conducting all necessary research (both internally and externally), and preparing awritten marketing plan. You need not perform a comprehensiveanalysis of your company’s marketing program. Try to pinpoint a specific issue that can be handledin a succinct report. This assignment will be presented to the class around mid-term week.
3) Simulation Game: You will form the team and participate the simulation game during the classes. You and your team members make particular marketing decisions given in each game period and results will be provided to all team members before thenext period starts. The game will run 8periods.Final grade will be given based on their performance of games at the end of 8th period.In addition, teams will have an opportunity to explain the analysis of their marketing strategies used during the game by submitting their review reports (max 10 pages). and additional points (max 5) can be given to review reports. The review reports is optional, so the total points from simulation game would not be more than 50 points
3. Grading
| points | |
| Participation | 10 |
| Case Analysis | 20 |
| Marketing Plan | 20 |
| Simulation Game | 50 |
4. Class Participation
You are neither expected to have all the right answers in every class nor to dominate every in-class discussion. However, you are required to be prepared and contribute regularly to our class discussion. Learning depends heavily upon thorough and lively participation. It is particularly important that your comments fit into and build on previous comments. This requires that we all listen carefully to each other.
Since I may from time to time call on individuals even when their hands are not raised, you should let me know before the start of class if some emergency has made it impossible for you to be prepared adequately for that class. Naturally, there are students who do not feel comfortable contributing verbally in the classroom. We should all try to make the classroom atmosphere as congenial as possible to assist all of our colleagues in the class participation process.
5. Class Room Policies
- Please display the name card. My classes are interactive, and so it is important for me to know who you are.
- Do not disturb other classmates with distracting devices such as cell phones and laptops.
- Finally, please remember that we have a strict academic dishonesty program here. For example, you need to be careful not to plagiarize from other sources. Failure to adhere to these policies will result in a failing grade.