MARKETING MANAGEMENT
BA460 * Fall Semester * 2008
204 Rasmuson Hall * Friday 1:30-3:00
Course Description
This course is about the strategic management process—you will learn concepts and techniques applicable to strategic management and how strategies are developed and implemented in organizations. It examines senior management's role in formulating strategy and the role that all managers in an organization play in implementing strategy.
Specifically, in this course you will directly partake in:
Marketplace analysis– thru situation, competitor & SWOT analysis;
3.Strategic planning– developing your corporate mission, vision, competitive advantage, and competencies
Cross functional integration–synchronizing Marketing, R&D, Production, HR & Finance strategies
2.Tactical execution– putting your selected strategy into play against competitors in class and worldwide.
The course utilizes the Capstone Strategic Management Simulation. Capstone®, is the most widely used business simulation in the world. It has been adopted by Fortune 500 companies (i.e. General Motors, General Electric, Honeywell, Dell, John Deere, Citibank, Microsoft, Alcoa, BP, Allstate, Samsung, Goldman Sachs...) as well as hundreds of colleges and universities around the world. The simulation provides you with the opportunity to experience running a business as a member of a senior management team. You will be required to evaluate situations and make decisions, evaluate outcomes, and compete with other management teams for resources, opportunities, and markets. Each team will have the opportunity to set corporate strategies, and apply strategic concepts and techniques within a practical decision-making framework. In this way, you have the opportunity to see how a firm's various business disciplines interact. Plus, you will observe the impact of key decisions on business performance within a competitive market.
Course Objectives
1. Apply theories & concepts that have been learned in previous business & marketing classes
2. Integrate knowledge of the basic business disciplines - Marketing, R&D, Production, HR & Finance
3. Develop an understanding of the interdependence of these disciplines.
4. Practice making critical decisions in the face of complex competitive situations.
5. Develop your understanding of concepts & approaches to the formulation & implementation of strategy.
6. Recognize the most important internal & external influences on an organization's strategy.
7. Increase your skills in identifying strategic issues and options.
8. Understand the benefits and drawbacks of different strategies
Course Materials:
Capstone Business Simulation-Student Guide, Tutorials & Software: available @ http://www.capsim.com/
COURSE REGISTRATION #'s: C26011
Capstone- Team Member Guide -PDF
Capstone- Guide- online
Simulation Tutorials
Intro Lessons: 1&2 ; & Advanced Modules- Spreadsheet Operations--R&D, Marketing, Production, HR, Labor, TQM, Finance...Forecasting Sales: Demos: How to: Avoid an Emergency Loan; & Develop a Sales Forecast; Evaluating Product Success ; Labor Negotiation
Grading
Criteria:
In-class & On-line Assignments
Business Plan
Strategy & Policy Reports
Investor Pitch
Final Report & Presentation
Individual Overall Simulation Performance
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