Marketing Strategy                                                                                                                         Peking University

Class meetings: Tue & Fri 01:30 p.m-03:20p.m                                                                           HSBC Business School

Classroom: TBA   Spring 2012(4^nd)

 

Instructor: Yeujun(Jun) Yoon

 

 

 

 

Office hours: Tue & Fri 3:30~4:30 p.m. or by appointment

 

What must a marketing manager consider when he/she makes marketing decisions to compete with competitors for customers? This course focuses on business level marketing strategy and uses the marketing planning process as the framework for understanding the integration and coordination of marketing decisions. You will develop skills in creating and evaluating marketing plans, strategies, and implementation programs so that you will be better prepared to manage the marketing problems you will encounter in your profession. As part of the course requirements, you will have marketing cases for class discussion, conduct analyses of marketing problems, and prepare marketing plan. Particularly, you will have an opportunity to make your own marketing decisions in real world situation through the most popular marketing simulation game in US MBA programs, “MarkStrat.” You will own your virtual company and products and compete with other students. (e.g. launching new product, pricing decision, and implementations of other marketing activities) You will see the results of your decisions at every period of game.

 

The main learning emphasis in this course is placed on improved critical thinking ability (analytical and creative) as it relates to marketing strategy and implementation. This course is very applied in nature. The specific objectives of this course include:

 

1. Reviewing the essentials of marketing management

2. Understanding the impact of strategic marketing decisions on the firm

3. Gaining insight into the “real world” frustrations/rewards of making marketing decisions

4. Applying decision models used by today's marketing managers

 

 

“Marketing Strategy” (5^th edition), by O.C. Ferrell & Michael D. Hartline., South-Western CENGAGE Learning.

Marketing Strategy                                                                                                                         Peking University

Class meetings: Tue & Fri 01:30 p.m-03:20p.m                                                                           HSBC Business School

Classroom: TBA   Spring 2012(4^nd)

 

 

1) Case Analysis : This assignment involves cases we will discuss during the term. All students are required to read the cases and prepare the class discussion before they come to the class.  Your team is responsible for analyzing the case, updating the information in the case, and preparing discussion. I will lead class discussion based on teams. Teams who participate and contribute actively will get extra points each class.

 

 2) Individual Problem Set : Students must analyze 2~3 individual problem sets related to marketing strategy.  Each student is required to answer the questions and interpret the results based on his/her logic. This assignment must be submitted by due date before the class starts.

 

3) Marketing Plan: For this individual assignment, you have two options: 1) analyze a

marketing challenge faced by the company you choose or 2) analyze a topic that will be given by your instructor. In either case, you are responsible for analyzing the situation, conducting all necessary research (both internally and externally), and preparing a written marketing plan.  You need not perform a comprehensive analysis of your company’s marketing program. Try to pinpoint a specific issue that can be handled in a succinct report. This assignment will be presented to the class around mid-term week.

 

4) Simulation Game:  You will form the team and participate the simulation game during the classes. You and your team members make particular marketing decisions given in each game period and results will be provided to all team members before the next period starts. The game will run 8~10 periods. At the end of class, teams will have an opportunity to present the review and analysis of their marketing strategies used during the game. Final grade will be given based on their performance of games and  their presentation.

 

 

 

 

 

 

 

Marketing Strategy                                                                                                                         Peking University

Class meetings: Tue & Fri 01:30 p.m-03:20p.m                                                                           HSBC Business School

Classroom: TBA   Spring 2012(4^nd)

 

 

You are neither expected to have all the right answers in every class nor to dominate every in-class discussion.  However, you are required to be prepared and contribute regularly to our class discussion.  Learning depends heavily upon thorough and lively participation. It is particularly important that your comments fit into and build on previous comments. This requires that we all listen carefully to each other. 

Since I may from time to time call on individuals even when their hands are not raised, you should let me know before the start of class if some emergency has made it impossible for you to be prepared adequately for that class.  Naturally, there are students who do not feel comfortable contributing verbally in the classroom. We should all try to make the classroom atmosphere as congenial as possible to assist all of our colleagues in the class participation process.

 

 

- Please display the name card. My classes are very interactive, and so it is important for me to know who you are. 

 

- Do not disturb other classmates with distracting devices such as cell phones and laptops.

 

- Finally, please remember that we have a strict academic dishonesty program here.  For example, you need to be careful not to plagiarize from other sources.  Failure to adhere to these policies will result in a failing grade.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Marketing Strategy                                                                                                                         Peking University

Class meetings: Tue & Fri 01:30 p.m-03:20p.m                                                                           HSBC Business School

Classroom: TBA   Spring 2012(4^nd)

 

* This Course schedule is tentative. (subject to change)

** The schedule of simulation game decisions will be given later