MARKETING MANAGEMENT

BA460 * Fall Semester * 2008  

204 Rasmuson Hall * Friday 1:30-3:00

Professor Ed Forrest 

Office: 318 Rasmuson Hall/ Phone: 786-4161/Email: EdwardF@cbpp.uaa.alaska.edu

Web-Site: http://www.cbpp.uaa.alaska.edu/afef

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:

                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

• Experimental Classroom

Simulation Tutorials

Intro Lessons: 1&2 ; Demonstrations  & 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