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Course ObjectivesCourse MaterialsCourse AdministrationCourse GradingThe course outline is attached. It may change during the course of the term. It is your responsibility to follow class announcements.Summary of CourseSection 1: Marketing Tools (4: Sessions 1, 2, and 21, 22)Strategic Marketing OrientationBreak Even AnalysisSensitivity AnalysisMargin analysis and profitability calculationsMarket Share calculationsMarket Research*Demand forecasting*Section 2: Marketing Strategy: 3 C's (5: Sessions 3-7)Environmental Opportunities and ThreatsCompany Strength - Weakness AnalysisCompetitor AnalysisCompetitive StrategyCustomer AnalysisSegmentation and PositioningSection 3: Marketing Mix Variables: Implementing Position Using 4 P's (9: Sessions 8-14, 19-20)Product Management: Including Branding and managing a product linePricing: Economic and Psychological IssuesPlace: Sales and Distribution ManagementPromotions: Advertising, Publicity, and Sales PromotionsSection 4: Marketing Applications (9: Session 18, 23-30)Simulating marketing decisions using MARKSTRATSegment choiceProduct positioningUsing price, place, and promotion to firm positionIntegrated analyses of different product-market situations- International Marketing- High Technology Marketing- Services Management- Business-Business- Non-Profit Marketing*: The timing of these sessions is later in the course.Course OutlineSummary of Deliverables: Due in Class at the Beginning of the Class.UNIVERSITY OF CALIFORNIA AT BERKELEY: Haas School of BusinessBA 206: Marketing Management; Spring, 2002Professor Priya RaghubirPhone: 510.643.1899; Fax: 510.643.1420; e-mail: raghubir@haas; Web: www.haas.berkeley.edu/~market/ Office hours: F696; Tuesday 2-4 and by appointmentCourse ObjectivesBA 206 is the core Marketing course in the MBA program. The course objectives are:1. To introduce you to the role of marketing in organizations;2. To teach the basic concepts and tools used in marketing, including:- Elements of marketing analysis: customers, competition, company- Elements of the marketing mix: the 4 P’s;3. To assist in learning how to apply these concepts and to practice making decisions through:- In-class case analyses (exposing you to examples of successful and unsuccessful marketing applications in the first part of the course:)- Guest lectures and question and answer sessions with industry practitioners in the latter part of the course.- The Markstrat Simulation;4. To improve presentation and writing skills and provide opportunities to articulate and defend positions via written individual assignments and a group project.The overall theme of the course is to emphasize the process of thinking: qualitatively, quantitatively, and strategically, using concrete, real-life practical examples as specific exemplars, drawingfrom both traditional areas of marketing as well as newer areas including high technology, non-profit and global marketing.The course is organized into four distinct, yet inter-related sections. Except for the first section that is introduced gradually through the course, the other sections are modular and sequential:1. Marketing Tools: Quantitative Analyses for marketing decisions (2 sessions), marketing research (2 sessions)2. Marketing Strategy: 3 C;s: Company, customer, competition (5 sessions)3. Marketing Mix Variables: 4 P's: Product (3 sessions), Price (2 sessions), Place (2 sessions), and Promotion (2 sessions)4. Integrative Marketing Applications: Markstrat (2 sessions), Special Applications and Integrated Caseanalyses in for different product-market situations, including: services, non-profit, high technology, business to business, entrepreneurial, global, and retailing (7 sessions)Course MaterialsText: Winer, Marketing Management, Prentice Hall, 2000.Larréché and Gatignon, MARKSTRAT 3, South-Western, 1998.A reader containing the cases for the course should also be purchased.Course AdministrationThe course consists of lectures, case analyses, guest lectures and participation in a marketing simulation, MARKSTRAT. The lectures will complement the text and will not attempt to cover all pointsraised in the reading. Details on the MARKSTRAT simulation will be provided at a later date.Course GradingClass participation 20%Individual Assignments (3 x 10% each) 30%: 1st half of the courseMidterm Exam 20%Group-Assignment: (10 moves + MARKSTRAT project write up) 30%: 2nd half of the courseI encourage you to form groups early on in the course and work together. The groups can be a maximum of 5 people, and may be used for the Markstrat simulation. Except for the three individual assignments, and the mid-term examination, you are encouraged to work together on all other class preparation, including analysis of a case prior to class.Exam. The midterm will be a take home case study (4 pages double spaced in 12 point font + exhibits). Individual Assignments. There will be three individually written case-based assignments (2 pages typed double spaced in 12 point font + exhibits) selected from cases discussed in class. Case questions are appended at the end of the syllabus. All assignments are due in class, at the beginning of the class. Only hard copies will be accepted. If you are not going to be in class, ensure someone bring the assignment in for you, or submit it to my mailbox (5th floor, Faculty wing), by 9:00 a.m. of the day that it is due. Do not email me your assignment. I will not open the attachment. Late assignments will not be accepted. Home work assignments will not be graded, but can be submitted for extra class participation credit.The following will help you analyze a case.Case Analysis Guide: How to analyze a case: What’s the problem? (Common marketing problems include: Should the firm enter or not enter abusiness area [go-no go decisions], choice of entering one area or another area (product decisions; market decisions), which (and how many) customer group(s) to target, how to retaliate against or attack competition (proactively/ defensively), how to position a brand, whether to conduct market research, and if so what type of research to conduct, how to allocate the budget between various promotional media or sales, decisions regarding changes or continuation in distribution channels,brand names, what price(s) to charge, what type of advertising to run, media decisions, etc.)What are the decision alternatives? (These are usually implicitly or explicitly provided in the case, but you should feel


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Berkeley EWMBA 206 - Course Objectives

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