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Faculty
Joseph Miller, Indiana University

Course Coordinator
ISUP Secretariat

Prerequisite/progression of the course

Introductory accounting, economics, social psychology or sociology.
Closed for CBS students studying BSc. IB or BSc. SEM

Course content, structure and teaching

The reason for the course is to develop understanding of the essential requirement of any organization, customer focus, and the analysis and methods needed to implement this critical need.

The skills and competencies that the course will teach, i.e., how the course is structured and what the key problems are:

• Identification and analysis of opportunities and environmental impacts on marketing programs;
• The use of market research information to estimate the size and growth of customer segments;
• How to target high-potential customer segments and develop effective positioning strategies;
• The design and implementation of marketing programs to increase an organization’s customer centeredness in developing new products or improving existing products;
• How to plan and practice value-based pricing strategies that are far more effective than cost based pricing;
• How to develop distribution services that add value for customers and make them more loyal;
• How to plan and design communications programs that connect effectively to customers;
• The integration and coordination of product, pricing, physical distribution, promotion; and
• How to measure the performance impacts of marketing programs on the organization.

The course's development of personal competences

Types of personal and interpersonal competences that the student will develop and practice during this course:

• An outward focus to understand the needs of customers and identify opportunities;
• Analytic skills in market research, segmentation, competitive positioning, pricing and distribution services;
• Communications skills in writing and orally presenting analyses of complex, real-world problems.

Learning Objectives

At the end of the course the student should be able to:

• Analyze and identify environmental impacts on marketing programs;
• Use marketing research information effectively to estimate market opportunities;
• Identify and estimate the size and growth of customer segments;
• Develop effective competitive positioning strategies;
• Analyze customers’ needs in developing new products or improving existing products;
• Analyze value to customers as a basis for planning pricing strategies;
• Plan distribution services that add value for customers;
• Design communications programs that respond well to customers’ needs; and
• Integrate and coordinate the entire marketing program and measure its performance.

Teaching methods

Lectures, exercises, case study presentations and discussions.

Examination

Mandatory mid-term feedback assignment: In order to be allowed to present the final assignment, students are required to submit one short written assignment (1-2 pages per student or a group case report of 5-10 pages by a group of five students).

Final exam: 4-hour written exam (closed book).

Exam aids: no written or technical aids.

Re-take exam: 24-hour written exam.

Recommended literature

The paperback edition of J.J. Lambin, Market-Driven Management: Strategic and Operational Marketing, Second (or Third) Edition, Palgrave-Macmillan, 2007 (2009)

Selected articles recent (2007-2010) articles from the Harvard Business Review

Last updated by ISUP Secretariat 23/02/2010