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Faculty
Norm A. Borin, California Polytechnic State University

Course Coordinator
ISUP Secretariat

Prerequisite/progression of the course

An introductory marketing class is required.

Course content, structure and teaching

This course is concerned with the development, evaluation, and implementation of marketing strategies and tactics. The key steps in the development of a strategic plan are examined, namely:

1. Environmental analysis;

2. Identification of marketing problems and opportunities;

3. Corporate growth strategies designed to exploit opportunities and counter threats;

4. Decisions regarding allocations of resources;

5. Evaluation and control of the strategic plan.

A computer simulation will help students internalize this strategic planning process by running their own marketing department. Students will be able to make all the traditional marketing decisions they have been exposed to in prior marketing classes.

The course's development of personal competences

As a member of a marketing team, each member will develop and practices skills in:

1. Time management;

2. Leadership;

3. Goal setting;

4. Agenda setting.

Learning Objectives

The key learning objectives of the course will be:

1. Utilize secondary marketing information to develop competitive strategies;

2. Adapt marketing strategies and tactics to changes in industry, competition, consumer and company situations

3. Explain the relationships between marketing mix inputs and key metrics

4. Develop existing and new product designs;

5. Develop existing and new product advertising strategies;

6. Develop existing and new product sales force strategies;

7. Develop existing and new product pricing strategies;

8. Explain the advantages and disadvantages of first to the market strategies;

9. Conduct an in-depth competitive analysis using alternative frameworks.

Teaching methods

The course will be a combination of lectures and discussions related to concepts learned during the students’ involvement with a marketing strategy simulation. Each student will be a member of a randomly selected team whose responsibility is to run a company within a highly competitive industry. The industry represents a consumer electronics durable good similar to a stereo or compact disc player. Each student team will be responsible for environmental assessment, strategy development and implementation, assessment of results. Each team will be required to make 8-12 years worth of decisions. The simulation provides immediate feedback to the students and allows them to modify and improve their decision making abilities.

Examination

Final exam: Project/home assignment (written individually), 10 A4 pages.

Re-take exam: Project/home assignment (written individually), 10 A4 pages.

Recommended literature

Markstrat Online Student Handbook by Larreche and Gatignon, Stratx International, October 2003, ISBN-13: 9780974306308. Due to software licensing the handbook must be purchased new.

Last updated by ISUP Secretariat 29/01/2010