Study Options / Course Listings / DescriptionsMSIT 451: Marketing Strategy and Analysis
VIEW ALL COURSE TIMES AND SESSIONS
Description
Marketing Strategy provides you with an introduction to the fundamentals of strategy you will be using regularly as a marketing practitioner. Specifically this course will examine five strategy questions:
- What is Strategy overall?
- What is Corporate and Business Strategy?
- What is Marketing Strategy?
- What is Integrated Marketing Communications Strategy?
- What is Customer Centricity Strategy?
REQUIRED MATERIALS: Coursepack [available after login] from: Management by the Numbers
REQUIRED MATERIALS: Readings and HBS cases provided by the program.
REQUIRED MATERIALS: Online simulation [LINK] for Module 5, Customer Centricity Strategy
DETAILED COURSE TOPICS:
January 6
- For Module 1 (classes 1-2) we'll kick off the course and then examine the question, “What is Strategy?” including:
- The definition and historical origins of Strategy, why are frameworks and models needed?
- Understanding and applying to Goals > Objectives > Strategies > Tactics model
- Applying this via a short essay and the case Strategy at Yuhisai Koudoukan: Reading the Tea Leaves
- Suggested MBTN modules to complete: Profit Dynamics
January 18
- For Module 2 (classes 3-4) we’ll examine the question, “What is Corporate Strategy?” including:
- The major business strategy models
- A way of categorizing those models in Your Strategy Needs a Strategy by BCG’s Martin Reeves
- Understanding a firm’s potential strategic routes with the 7 Powers: The Foundations of Business Strategy by Hamilton Hemler
- Applying all this via Kaviari Pure Caviar corporate strategy case
- Suggested MBTN modules to complete: Breakeven, Margins
February 3
- For Module 3 (classes 5-6) we'll examine the question, “What is Marketing Strategy?” including:
- The main purpose of Marketing
- The 4C’s > S-T-P > 4P’s framework for Marketing
- Applying all this via the DeBeers Diamonds to Millennials marketing strategy case
- ...and the Mid-Term quiz will be administered during Class #10
- Suggested MBTN modules to complete: Marketing ROI, Perceptual Maps
February 17
- For Module 4 (classes 7-8) we’ll examine the question, “What is IMC and Digital Strategy?” including:
- Understanding how digital has changed marketing by according to Marketing 4.0: Moving from Traditional to Digital by Philip Kotler
- Understanding IMC by reading The Customer Engagement Engine free pdf by the Medill IMC’s Spiegel Research Center
- Examine some of the key IMC metrics
- Applying all of this via the Bringing Digital to Wimbledon case
- Suggested MBTN modules to complete: Market Share, Advertising Metrics, Web Metrics
March 3 - March 10
- For Module 5 (classes 9 & 10) we’ll examine the question of “What is Customer Centricity Strategy?” including:
- Reading, understanding Peter Fader’s concept of Customer Centricity (video HERE and HERE)
- Working in teams on a simulation apply the concept of Customer Centricity to move a company from being Product-centric to become Customer-centric
- Suggested MBTN modules to complete: CLV1 and CLV 2
- We’ll wrap up key course takeaways on the final day of class and then administer the Final Exam. Details on the final exam will be shared in class.
ASSIGNMENTS AND GRADING: To demonstrate your progress and mastery of the Learning Goals & Outcomes described above you will have the following five types of progress indicators:
(1) Management by the Numbers modules (20 base points / 20% of grade)
You will work on 10 MBTN Marketing modules. For each module completed to the “Brand Manager” level (= 2 of 4 problem sets in the module completed) you will earn 2 base points. Modules must be completed by March 7 at Noon CT.
(2) Case Write-ups (32 base points / 32% of grade)
You’ll prepare 4 case write-ups done individually, each worth up to 8 base points each. In lieu of one of the written submissions, two slots per section are available for students to briefly present their case recommendations.
(3) Team Simulation (15 base points / 15% of Grade)
You will work in small teams on a computer simulated scenario for a 3D printing manufacturing company that is pivoting from a Product-focused strategy to a Customer-centric strategy. Teams will be randomly assigned and announced during Class #17 on November 20.
(4) Mid-Term Quiz and Final Examinations (28 base points / 28% of Grade)
There will be two examinations in this course, a Mid-Term Quiz on February 1, 2020 worth 8 points; and a Final Exam on March 7, 2020 worth 20 points.
(5) Professionalism & Participation (5 base points / 5% of grade)
Determined at Instructor’s sole discretion at end of the term based on your performance of the “Professionalism Policy” below. Exemplary = 5; Meets Expectations = 3; Little/No Contributions = 1; Unprofessional = 0
