Course Detail (Course Description By Faculty)

I use a framework-based approach to teach this course. The first half of the class is spent on building a structured approach using customer analysis (assessing how the firm could provide unique benefits to an attractive target market segment); company analysis (assessing strategic fit based on long-term strategy and core capabilities) and competitor analysis (ascertaining how to build sustainable competitive advantage against both "current" and "future" competitors). The second half of the class uses the strategic marketing analysis described above to identify issues and challenges the firm faces, and articulate marketing objectives that are used to develop the marketing plan (product development, positioning and product strategy; setting prices to capture value, determining potential channel or places of distribution and promotion & communication strategies to communicate benefits to the target market).

I also try to use multiple pedagogical tools to help students comprehend and assimilate the material. This includes lectures that introduce tools, concepts and frameworks on each topic in the framework followed by a rigorous case analysis to illustrate application. In addition, I will discuss current events, recent industry examples, and ask you to play a real-world data based pricing simulation. I have also been working with firms applying these frameworks for the last 25 years and hope that students will also share their experiences in class discussions. Finally, in order to expose you to different types of marketing careers where concepts taught in this class can be leveraged, I typically invite 1-2 guest speakers from a variety of industries.

I strive to enhance student problem-solving and decision-making abilities and use marketing case studies to provide an opportunity (both written and oral) to help a student develop, present, and defend their own recommendations, and to examine and discuss the recommendations of others critically. Given the rigorous and highly interactive nature of class discussion, as well as framework-based approach used, this class is helpful to students for case analysis preparation. Therefore, in addition to students pursuing marketing careers, this class is also helpful to students pursuing consulting careers, developing entrepreneurial businesses, or interested in understanding and analyzing growth and demand strategies of a corporation.

None. Expectations for case discussion are set in the first class session so it is highly recommended that you attend the first class session and come adequately prepared. No non-Booth students. Cannot enroll in BUSN 37000 if BUSN 20600 taken previously.

Restrictions

Course readings and cases will be posted on the class Canvas site.

Grading is based on an individual final case exam, three group case write-ups and class participation. The expectation is that there will be an 80% minimum attendance rate. In class discussions, students are expected to be able to support their point of view and therefore it is recommended to prepare the case thoroughly with your group before class. It is best to form groups with 4-5 students (from the same section) with diverse backgrounds but compatible work schedules and similar learning objectives from the course. Your learning from this class will be commensurate with the amount you put into the class. In order to realize the benefits of the discussion format for the cases, class attendance is mandatory. Cannot be taken pass/fail. No auditors. It is highly recommended that students planning to add the course attend the first class session.

Restrictions