MARK-555 Applied Product Management
Fall for 2017-2018
Applied Marketing Management is an elective course specifically intended for MBA students who are planning on a career as a marketing manager or as a consultant (though the course may also be beneficial to students in other areas such as finance). This course will build on concepts introduced in the core marketing course, and will focus on strategic marketing decision-making that has a long-term impact on the performance of the organization. The primary objective of this course is to deepen your understanding of the marketing basics (STP and the 4Ps) and develop new analytical and conceptual frameworks that support good marketing decision making. We will also learn and apply advanced market research techniques in an applied context. A limited number of cases will be used to illustrate specific concepts and techniques.
A key element of this course is Markstrat: A competitive marketing simulation game that gives students the opportunity to take part in team-based analysis and decision making. MARKSTRAT simulates the marketing manager’s job through the development and implementation of a strategic marketing plan. Specifically, each team will develop overall marketing strategies and make periodic tactical decisions for a portfolio of products for an organization based on detailed analyses of the market, customers and competitive dynamics. MARKSTRAT process these decisions in a dynamic competitive environment and provide teams with internally consistent, realistic marketing as well as financial performance metrics and detailed market research reports, all of which are used an inputs for succeeding periods.
Prerequisites: MBA Students Only
Other academic years
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