Principals of Marketing
By the end of this course students should be able to:
- Develop and implement a strategic vision of short and long term business.
- Develop key analysis criteria for decision making.
- Understand and use Strategic Marketing as a lever for Corporate Strategy.
- Understand decision making consequences on:
- Segmentation / positioning in a mature market
- Segmentation / positioning in a new market. (Green field)
- R&D and market interface
- Innovation - New product launch
- Production and market interface
- Marketing MIX
- Market and sales interface
- Market study analysis
- Understand competitive strategy on mature and new markets
- Understand company management process in a competitive environment.
- Get experience on decision-making process.
1 Objective: Program outlines. Market environment presentation
2 Objective: From theory to the practice. Practice session
3 Objective: MarkStrat set up and first decision
4 Objective: Auditing (investigate origin of results) and analysis procedures. Decision 2
5 Objective: Market analysis and decision 3
6 Objective: Market analysis and decision 4
Mid Term
7 Objective: Market analysis and decision 5
8 Objective: Market analysis and decision 6
9 Objective: Market analysis and decision 7
10 Objective: Market analysis and decision 8
11 Objective: Market analysis and decision 9
12 Objective: Market analysis and last decision 10
13 Objective: Debrief and final results
Final exam - Final presentations (Company AUDIT)
We will cover the material in the course with lectures and business cases.
We will work on business concepts and their application on specific business environment with special emphasis on decision making consequences.
Class dynamics will cover following elements:
Market analysis.
Market evaluation.
Diagnostic.
Strategic objectives.
Business objectives.
Decision-making.
EVALUATION CRITERIA will be done on four aspects of the student and group behavior that must be overcome independently:
Company results and company efficiency (Group)(A)
Business objectives definition: Business strategy, tactics and objectives (Group)(B)
Assistance and class participation (Individual)(C)
Audit and presentation (Individual and Group)(D)
PERFORMANCE CRITERIA
Criteria used to evaluate the results obtained by the student:
30% Operating efficiency and results (A)
20% Strategy and Business objectives (B)
20% Assistance and class participation (C)
30% Audit and Presentation (D)
EVALUATION ACTIVITIES & PROJECTS:
Name: AUDIT & PRESENTATION
Goals: Get from student necessary feed-back to know the acquired level of knowledge.
Description:
% Description
30% Understanding tools and ability to sale operating results (GROUP)
(Market studies, MIX, Sales forecast, R&D, Sales and Distribution channels) & (Revenues, Benefits, Market share, Company growth, SPI value)
20% Peer Evaluation (INDIVIDUAL)
30% Presentation (GROUP)
20% Class participation (INDVIDUAL)
Methodology:
Final work and presentation is a work group project.
Work contents must include:
Business objectives description (SMART).
Business strategy description.
Business tactics description.
Decisions and influence in business results.
General conclusion.
Recommendation plan.
Due date:
Submit the written project report and presentation on Week 14
Revision Date: Once the semester is over and final grades posted, there will be a time slot of a day devoted to revision.
Retake Policy:For those that will not reach the minimum to pass the course, there will be a second opportunity during retake´s.
Point breakdown for the retake exam:
50% Written exam
50% Exercises and activities to be submitted
Grade will not be higher than 5
Required Text and other readings:
Market-Driven Management, J-J Lambin - Palgrave Macmillan
Marketing Management, P. Kotler - Prentice Hall
Markstrat Student Handbook, Jean Claude Larréché - Stratx
Other sources:
Markops On Line www.stratxsimulations.com
Harvard Business Review http://hbr.harvardbusiness.org/