COURSE OUTLINE

WEEK 1:

Monday- March 31-Course Introduction and Organization

Lecture: What's a Market Oriented Firm

Read: "What the Hell is Market Oriented?" (CP)

Chapter 1 "Why Simulation" (LG)

Form Markstrat Teams

Wednesday-April 2 -- Introduction to Markstrat

Read: Markstrat Manual Handout (CP)

Chapter 2 "The Markstrat World"(LG)

Chapter 4 "Operating Instructions"(LG)

Friday-April 4-Determining Brand Value

Lecture: Managing Brand Equity

Read: Simon and Sullivan "The Measurement and Determinants of Brand Equity: A Financial Approach"

PRACTICE MARKSTRAT DECISION

WEEK 2:

Monday-April 7- Identifying Customer Needs and the Voice of the Customer

Read: Griffin and Hauser "Voice of the Customer"

Hauser and Clausing "House of Quality" (CP)

Chapter 3 "Market Research Studies"(LG)

Due: Markstrat Bids

Wednesday- April 9- Identifying Market Segments

Read: Chapter 5 "Market Segmentation and Positioning"(LG)

Reread Chapters 1-4 (LG)

Friday-April 11- Market Planning Process

Read: Brown "Making Product Portfolio A Basis for Action"

Chapter 7 "Competitive Strategies"(LG)

MARKSTRAT DECISION ONE DUE

WEEK 3:

Monday- April 14--PATRIOTS DAY-NO CLASS :

Wednesday-April 16- Evaluating Marketing Performance

Read: Chapter 8 "Allocation of Resources"(LG)

Chapter 9 "Functional Strategies"(LG)

MARKSTRAT DECISION TWO DUE

Friday- April 18- Integrating Technology and Product Development

Chapter 6 "The Marketing and R&D Interface"(LG)

MARKSTRAT DECISION THREE DUE

Markstrat Strategy Statements DUE

WEEK 4:

Monday-April 21-Managing Product Marketing Efforts

Guest Speaker: Tony Parham

Group Marketing Manager

Lotus Development Corporation

Wednesday-April 23- Translating Customer Need Requirements

Prepare: GE Aircraft Engines (CP)

1) How would you characterize the market for commercial jet engines? What are the roles of the major decision makers in this market?

2) How would you explain the strategies and performance of the major competitors in the market?

3) As a senior executive of AEBG, would you favor the UDF project? As Jack Welch or a member of the GE Board, would you approve the project?

MARKSTRAT DECISION FOUR DUE

Friday-April 25- Developing New Product Concepts

MARKSTRAT DECISION FIVE DUE

WEEK 5:

Monday-April 28 -- Bringing New Products to Markets

Guest Speaker: Douglas Billings

Senior Consultant

PRTM

Due: Summary's of Consumers Dimensions of Trust

Wednesday- April 30 --Information Acceleration

Read: Urban et. al. "Premarket Forecast Of Really New Products"

MARKSTRAT DECISION SIX DUE

Friday-May 2 -

MARKSTRAT DECISION SEVEN DUE

WEEK 6:

Monday May 5-Marketing Management Meets Marketing Science

Guest Speaker-TBA

Wednesday, May 7-Customer Asset Management

Lecture: Managing Customers as Assets

Read: "Kordupleski et.al. "Why Improving Quality Doesn't Improve Quality

( or Whatever Happened to Marketing) Fierman J. "Americans Can't Get No Satisfaction"

MARKSTRAT DECISION EIGHT DUE

Friday-May 9- MARKSTRAT Review

Final Markstrat Report Due

WEEK 7:

Monday May 12-Marketing Communication and Crisis Management

Prepare: BP Oil Company (CP)

1. What are the strengths and weaknesses of the brand image program. Is there a need to have a consistent worldwide image of the BP product line?

2. As a member of MSG, what would you want to know that the test market does not reveal?

3. As a member of the MSG, would you now take the brand image program worldwide. How and when will this implementation take place?

Wednesday, May 14- Global Marketing in the Next Millennium

Due: Crisis Management Response Due