BUSML Marketing Simulation Autumn Second Session

Transcription

1 BUSML Marketing Simulation Autumn Second Session Instructor: Office: Class Schedule: Lecture: Office Hours: Roger Bailey 542 Fisher Hall bailey.1117@osu.edu Monday and Wednesday 4:30-6:00pm 265 Gerlach Hall by appointment Course Materials: 1. MarkStrat Marketing Simulation Software 2. MarkStrat Participant Handbook 3. Additional Materials posted on CARMEN( or sent via 1 Overview This course applies core marketing concepts to an interrelated set of decisions in the implementation of a marketing strategy. Teams of students will use their knowledge of marketing strategy and marketing research in the analysis of a business case to formulate their strategy for their firm. Throughout the remainder of the term, students will engage in the implementation and adjustment of their strategy through a series of decisions on key marketing variables. An extensive marketing simulation program serves as the vehicle for this exercise. As the purpose of this course is to used the software to gain experience in implementing a strategy, classes will include a brief presentation by selected teams explaining and justifying their current decisions in light of their strategy and research results. Course Objectives: Incorporating key marketing concepts in the design of marketing strategy Identification of a set of interrelated decision variables to implement strategy Effective analysis of market response using market research Adjustment of marketing variables in response to market conditions Course Topics/Keywords: Marketing strategy, Customer analysis, Market segmentation, Competitor analysis, Market positioning, Marketing budgets, Analysis of outcomes, Marketing Analytics 1

2 2 Requirements and Grading Grades will be determined: Team Presentations and Write-up 35% Team Simulation Performance 40% Malpractice Writeup 5% Final Exam 20% Final grading in this course must be will be based on relative rather than absolute standards. Scaling is achieved using the average grade across all students, and grades will be set such that this average is at or below a Team Simulation Performance MarkStrat metrics will be used to evaluate each teams performance relative to the simulated competitors and peer teams 2.2 Team Presentations and Writeup Slides for team presentations must be upload before class. Presentations need not be overly detailed, but should demonstrate decision-making through the lens of the underlying strategy. At the end of the term, each team will submit a paper that details and justifies their strategy, explains the series of decisions they made as they implemented this strategy, and describes how they adjusted this base strategy and its implementation in reaction to market response. An ongoing log of these details will greatly simply the creation of this final document. 2.3 Malpractice Writeup Students must find an example of a product that they believe to be the victim of marketing malpractice. Each student will submit a short essay describing the product, why they believe the product is poorly marketed, and how they would improve the marketing strategy. 2.4 Final Exam The final exam will consist of a set of decisions and supporting research/data analogous to what is used throughout the course. Each student will use the provided materials to make the set of decisions, and the outcome of these decisions will be entered into a simulation for the sake of grading/comparison. 2

3 3 Session Schedule 10/17 Session #1 Prep: Read Marketing Malpractice: The Cause and the Cure, Christensen et al Review Syllabus Finalize Teams Discuss Article 10/19 Session #2 Prep: Read MarkStrat Participant Handbook Chapters I - IV Discuss Strategy/Case Introduce Software for Practice Decision Practice Decision Due by 6:00pm Receive Practice Output 10/24 Session #3 Prep: Read MarkStrat Participant Handbook Chapters V - VII Prep: Review Practice Output Collectively Discuss Output from Practice Round Complete Software Introduction Discuss Strategy Assignment/Structure Formalize Initial Strategy 10/25 Detailed Initial Strategy Due by 6:00pm 10/26 Session #4 Topic Discussion: Conjoint Collectively Discuss Practice Output Decision #1 Due by 6:00pm Receive Output #1 10/31 Session #5 Prep: Review Output #1 Collectively Discuss Output #1 Decision #2 Due by 6:00pm Receive Output #2 11/02 Session #6 Prep: Review Output #2 Collectively Discuss Output #2 Decision #3 Due by 6:00pm Receive Output #3 3

4 11/07 Session #7 Prep: Review Output #3 Collectively Discuss Output #3 Decision #4 Due by 6:00pm Receive Output #4 11/09 Session #8 Prep: Review Output #4 Collectively Discuss Output #4 Decision #5 Due by 6:00pm Receive Output #5 11/14 Session #9 Prep: Review Output #5 Collectively Discuss Output #5 Decision #6 Due by 6:00pm Receive Output #6 11/16 Session #10 Prep: Review Output #6 Collectively Discuss Output #6 Decision #7 Due by 6:00pm Receive Output #7 11/21 Session #11 Marketing Malpractice Write-up Due by 6:00pm 11/23 Thanksgiving Break 11/28 Session #11 Prep: Review Output #7 Collectively Discuss Output #7 Decision #8 Due by 6:00pm Receive Output #8 11/30 Session #12 Prep: Review Output #8 Collectively Discuss Output #8 Decision #9 Due by 6:00pm Receive Output #9 4

5 12/05 Session #13 Prep: Review Output #9 Collectively Discuss Output #9 Decision #10 Due by 6:00pm Receive Output #10 12/07 Final Exam Final Paper Due by 6:00pm 4 Communication The best way to contact me outside class is via . Given the structure of the course, students are free to discuss questions about the material during the in-class consulting time. To discuss other matters, or to see me at another time, please ask me for an appointment in person or via . I will use Carmen and to share information outside of class. 5 Academic Integrity Academic integrity is essential to maintaining an environment that fosters excellence in teaching, research, and other educational and scholarly activities. Thus, The Ohio State University and the Committee on Academic Misconduct (COAM) expect that all students have read and understand the University s Code of Student Conduct and that all students will complete all academic and scholarly assignments with fairness and honesty. Students must recognize that failure to follow the rules and guidelines established in the University s Code of Student Conduct and this syllabus may constitute Academic Misconduct. The Ohio State University s Code of Student Conduct (Section ) defines academic misconduct as: Any activity that tends to compromise the academic integrity of the University, or subvert the educational process. Examples of academic misconduct include (but are not limited to) plagiarism, collusion (unauthorized collaboration), copying the work of another student, and possession of unauthorized materials during an examination. Ignorance of the University s Code of Student Conduct is never considered an excuse for academic misconduct, so I recommend that students review the Code of Student Conduct, specifically, the sections dealing with academic misconduct. If I suspect that a student has committed academic misconduct in this course, I am obligated by University Rules to report my suspicions to the Committee on Academic Misconduct. If COAM determines that a student has violated the University s Code of Student Conduct (i.e., committed academic misconduct), the sanctions for the misconduct could include a 5

6 failing grade in this course and suspension or dismissal from the University. In this course, it is also expected that each student will behave in a manner that is consistent with the Fisher Honor Statement, which reads as follows: As a member of the Fisher College of Business Community, I am personally committed to the highest standards of behavior. Honesty and integrity are the foundations from which I will measure my actions. I will hold myself accountable to adhere to these standards. As a future leader in the community and business environment, I pledge to live by these principles and celebrate those who share these ideals. 6 Students with Disabilities Any student who feels he or she may need an accommodation based on the impact of a disability should contact me privately to discuss specific needs. Please contact the Office for Disability Services at in room 098 Baker Hall to coordinate reasonable accommodations for students with documented disabilities. It is the student s responsibility to discuss this with me well in advance of an assignment due date or exam. 6