Course Detail (Course Description By Faculty)

In this course, we will apply the principles of marketing management to managing the marketing department of a firm. We will do this in the context of a competitive business simulation. The class will be divided into competing firms in an industry.

Each firm will have to make strategic decisions regarding the following:
- Customer segments to target
- Allocation of company resources
- Deal with competition from other firms.

To help you make your decisions, you will invest in acquiring marketing research information. With your strategy in place, you will have to translate strategy into tactics. This entails the following:

- The development and launch of new products
- Managing existing products and dealing with product line issues
- Pricing of products
- Advertising budgeting decisions
- Resource allocation to the various channels

View video course description.

Prereq:  Cannot enroll if 37100 taken previously.

Restrictions

Grades will depend primarily upon your performance in the simulation (assessed as a function of your Cumulative Net Marketing Contribution and a Final debrief / presentation). We will provide weights to within and across industry performance to come up with grades at the end. In addition, your team will be logging a strategy document that describes how you make decisions and how your strategy changes over time. You will be done with the class on the last day. No exams after that. Given that it is a group effort however, we will seek and obtain peer evaluations from all participants.

The tentative grade breakdown will be:
- Cumulative Net Marketing Contribution 75%
- Strategy Document 15%
- Peer Evaluation 10%

Restrictions