Marketing Strategies MGT 248
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This 11 page Class Notes was uploaded by Ludwig Satterfield on Wednesday September 9, 2015. The Class Notes belongs to MGT 248 at University of California - Davis taught by Staff in Fall. Since its upload, it has received 14 views. For similar materials see /class/191954/mgt-248-university-of-california-davis in Business, management at University of California - Davis.
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Date Created: 09/09/15
Marketing Strategies MGT 248 2005 Final Professor Eitan Gerstner This course reviews models and tools that help companies identify and solve strategic marketing problems and achieve a sustainable pro table position in the market place You will learn how companies create and communicate added value how they work to sustain their added value how they implement and deliver their strategies and how they play the strategic game to capture back added value and make a pro t Readings include Harvard Business School articles and cases see reading schedule below Class Notes will be emailed and posted print them out and bring them to class Course Credit is cumulative and based on completed activities no exams o Inclass activities will be completed individually and are worth up to 20 points 0 Homework exercises may be completed by an individual 1 page or a team of 2 2 pages Each exercise is worth up to 20 points Individual overall performance and contribution to clai and m is worth up to 30 points Team Consulting Report is worth up to 30 points Individual overall performance points may be earned during the course These points may be acquired based on the originality and creativity of work class participation in class presentations and professionalism being a good listener and not being late to class etc All assignments should re ect the analysis and opinion of the writer expressed in hisher own words Homework assignments will be collected before class begins and inclass activities will be collected at the conclusion of each session If you miss one session no more than one you may submit your homework before the missed session and it will be graded with the other homework assignments You may submit the inclass exercise up to a week after the missed session towards overallperformance credit only No credit will be given for missed inclass activities Inclass and homework exercises will be evaluated on a passfail basis However outstanding assignments will be recognized by a and subpar work will be recognized by either a or through partial credit Your accumulation of relative to other students will help determine your grade for Individual Overall Performance The highest Overall Performance scores will be earned by students who accumulate pluses for both in class activities m homework assignments PLEASE DO NOT SURF THE WEB OR USE EMAIL DURING CLASS Team Consulting Report on Marketing Strategy Team of 4 Select a local company and recommend how it can improve its current marketing strategy implementation Prepare a 10minute class presentation and a 6 page report including an Appendix of up to 4 pages marketing research details such as how the information and data were collected sample size survey instrument reference list charts etc In the body of the report refer to any material you include in the Appendix Team work and presentation time must be divided equallv among team members Select a team leader whose name will be listed rst on the written report The coordinator will be responsible for sharing feedback on the report with other teammates Outline for the Consulting Report Introduction Project objectives Problem De nition The strategic problems your report will help solve Marketing Research Marketing research you conducted to help solve the problems Solution Based on your research recommend solutions to the problems Business Model How will the solution help capture back added value created Rational Explain why your proposed strategy will work 9959 Consulting Report Evaluation Form Criteria Evaluation Su estions Is the report consistent with Follow the outline closely the outline Is the report interesting and State objectives and provide outline Write well written ef ciently more ideas less words avoid general and be specific Is the report creative Present alternative strategies and weigh tradeoffs Discuss t between activities Does the report have a Use short paragraphs with subtitles Title professional look each chart and use a short explanatory paragraLh below it as in the HBR articles How well were the tools Use the tools that apply best to your project learned in class used Is the marketing research Include citations data sources secondary reliable data observation research benchmarking or survey research Is the strategy solution Do a costsbene t and riskreward analysis appealing Is it feasible Explain tradeoffs in funding and show the return on investment Is the oral presentation Use the Ten Commandments of Effective convincing Presentations see page 1 of syllabus Total MGT248 OCM 1 TH 9 1200 aln Preparations and Assignments Plan Session Topic Prepare Assignments 1 Strategic 0 Selection Bias and the Peril of Thinking Benchmarking R0504H 93929 o How Strategists Really Think Tapping the Power of Analogy R0504C httpWWW gurnnet rnm ir iqn 2 Differentiation o What is Strategy 96608 HlVI exercise 1 Strategies 0 Chartng Your Company s Future 106 R0206D 3 Acquisition and o MampA Needn t Be a Loser s Game HlVI exercise 2 Retention R0306D 1013 Strategies 0 Fraud Prevention at Omni Bank 9602 COHSUItiIlg 068 Report proposal 0 httpwwwskvpecom 4 Strategy and o The Right Game Use Game Theory to HNI exerCiSe 3 Game Theory Shape Strategy 95402 1039 o XM Satellite Radio 9504009 o httpwww nrireline rnm 5 Strategy and want to Perfea Your companyis HlVI exercise 4 service Service Use Behavioral Science 1039 R0106D 0 Lean Consumption R0503C o httpwww hntwire rnm 6 Strategy and o RampD Comes to Services R0304E HlVI exercise 5 ft b39l39 113 1 1 a 1 y o Store24 9 103058 7 Implementation 0 Coming Up Short on Non nancial HlVI exercise 6 Performance Measurements 5380 l llO 0 Right Away and All at Once How we Saved Continental 98 503 8 Growth and Risk 0 Betting on the Future The Virtues of HlVI exercise 7 11 17 Management Contingent Contracts 99501 0 MarketBusting Strategies for Exceptional Business Growth R0503E 9 Strategy in 0 Team Presentations 10 minutes for Aquot Written Practice each team Report 121 10 Strategy in 0 Team Presentations 10 minutes for 128 Practice each team Appendix Frequently Asked Questions p A 03 P 5 quot F gt1 What happens ifI have to come to class late a If you have to arrive to class late you will receive a minus on your inclass activity for that day which will in uence your overall performance score b Ifyou do arrive late please come in to class at the time you arrive Do not wait until the break to join class When is my homework due Submit your homework at the beginning of each session Homework is considered late if it is submitted during the class break or at the end of class IfI think of something to add to my homework can I change my work and hand it in before the end of class No all homework must be submitted before class starts IfI have to miss m class can I still submit my homework Email your TA prior to the day of class that you are going to miss class and attach your homework If it is received after your day of class then it is considered a late homework assignment What grade will I receive ifI submit my homework late A late homework assignment will receive a 0 score but will count towards the overall contribution grade IfI miss class can I still complete the In Class Activity a All the information needed to correctly complete the inclass activity is provided by Professor Gerstner during class Therefore it is imperative that you are in class to complete the assignment b Late inclass activities will receive a 0 score but will count towards overall contribution grade What does it take to receive a plus for class participation A student will receive a for outstanding class participation This participation can include but not be limited to the following a Volunteering to present homework assignments in front of class b Volunteering for other inclass presentation activities c Making a contribution to class through informed comments that indicate you have read the assigned reading comments should be appropriate topicalinsightful to the class discussion Why don t I get a plus every time My previous homework assignments received a plus and I am still submitting the same quality ofwork a Achieving a plus on your homework indicates outstanding work This is in part also based on the homework your classmates are submitting As overall quality of the homework increases the bar is raised b Note that if you do not receive a plus this does not indicate a bad rating You can receive full credit Without a plus The plus speci cally signi es outstanding wor What makes a well written homework assignment a Assignments should be based on the articles relevant to the speci c assignment as listed in the syllabus Presentation and content are both important Read the assignment very carefully and make sure you answer the questions appropriately p A p A p A N p A DJ p A J p A p A GK p A l b Neat welllaidout homework is important make sure your homework is typed easy to read with correct spelling and grammar Be sure to include a title for each assignment c Avoid unnecessary wording provide a conclusion reference reading materials from the case and use outside research if appropriate d Consider adding subtitles bold key terminology etc to further enhance the presentation of your material e Use material and topics from previous class discussions I get confused on which homework assignment is due when How can I be sure a Double check the week an assignment is due The Activity Packet distributed each week clearly outlines the homework due in the next class Homework due in a current class may be found in the prior week s activity packet Be sure to read your Activity Packets carefully when you receive them Where How can I check my grades a Grades are posted on the course website under course credit b Grades are listed under the last 4 digits of the student ID for security IfI do extra work will I get a plus No Quality is more important than quantity where homework is concerned What is the order ofthe final team presentations The team presentations will go in order of team number Group 1 will go rst Group 2 will go second etc Team numbers are assigned randomly at the beginning of the course IfI am going to miss the nal presentations is it possible for me to skip the presentation and do additional coursework The oral presentations are an important part of the training in this course Students may not substitute them for extra written assignments Can I do extra work or an extra project to make up for missed classes or to enhance my grade No Each student has the same opportunity to earn credit as outlined in the course syllabus How will my score for Individual Overall Performance be determined A high score will be given for outstanding homework and outstanding contribution to class contributing to class discussion being present during the entire class turningin all assignments on time and being a good listener The optional Team Member Evaluation Form may in uence the score So what you are saying is that had I spoken every two minutes in an effort to receive a plus in every class session then I would have been awarded higher score I found that the students who did just that were very disruptive to the flow ofthe class Students who accumulated quotquot on written inclass activities and those who accumulated quotquot in homework assignments are those who received the highest score these students did not have an incentive to quotspeak every two minutes in an effort to receive a plusquot because students could earn at most one plus per session for speaking in session Those who show earned the second plus for their excellent written assignment Team Member Evaluation Form Optional and Con dential Project Please turn this form in at the last session con dentially 1 Lead Contributor optional You may nominate one of your team members as a lead contributor for extra credit The extra credit will be based on the number of nominations and on the nature of the extra contribution The extra credit will not in uence the credit of other team members Name of lead contributor Why should the contributor receive extra credit 2 Insignificant Contributor Optional and Con dential You may nominate one of your team members as an insignificant contributor for partial credit Partial credit will be based on the number of nominations and on the nature of the insigni cant contribution The partial credit will not in uence the credit of other team members Name of insigni cant contributor Why should the contributor receive only partial credit Other Comments Your name Signature Marketing Strategies 2003 subject to change Professor Eitan Gerstner The course reviews models and tools to help companies identify and solve strategic marketing problems and achieve a sustainable pro table position in the market place You will learn how companies create and communicate added value how they work to sustain their added value how they implement and deliver their strategies and how they play the strategic game to capture back added value and make a pro t Readings Harvard Business School articles and cases bring the assigned readings to class Class Notes Will be emailed and posted bring them to class Course Credit Will be accumulated based on activities you will complete no exams 0 Individual homework exercise 20 points 1 page each 0 Individual inclass activity 20 points 1 page each 0 Individual overall performance and contribution to class and team up to 30 points 0 Team Consulting Reports up to 30 points Submit a 1 page proposal in session 3 Individual assignments should be original and must re ect the analysis and opinion of the writer expressed in hisher own words Individual overall performance is in uence by cumulative quality of work professionalism and by being a good citizen in the class listening to other students not being late to class etc Homework assignments will be collected before class begins and inclass activities will be collected at the conclusion of each session If you miss one session no more than one you can tumin your homework before the missed session and it will be graded with all homework assignments You can turnin the inclass exercise up to a week after the missed session towards overallperformance credit only extra credit on excellent overall performance is possible No credit for missed inclass activities will be given Credit on all assignments will be based on originality creativity quality of the writing use of the tools learned in class primary and secondary marketing research and on citing f to support your recommendations and marketing materials you create Presentations will take place during the last two sessions All written are due at the last session ofthe course All students who take this course are governed by the University of California39s standards of ethical conduct for students in particular the sections on academic conduct and integrity These sections set forth the responsibilities of students and faculty to maintain a spirit of academic honesty and integrity at U C Davis It is essential that you are aware of this code of conduct and the disciplinary actions that may be taken in the event of a violation Details may be obtained from the GSM Associate Dean or the Office of Judicial Affairs Team Project Consulting Report on Marketing Strategy Select a local company and recommend how it can improve its current marketing strategy Prepare a 15minutes presentation to the class and a written report of 6 pages plus an Appendix of up to 4 pages In the Appendix include a 1page summary of your oral presentation marketing research materials or marketing communications materials you create Do not submit any additional material Teams will not exceed 3 members and team work and quot time must be diVided equally among team members Outline for the consulting report Introduction of the serviceproduct and context Problems in current marketing strategy Proposed strategy and why it is likely to succeed Explaining how the proposed strategy will sustain profits Cost bene t analysis and risks of the proposed strategy Summary 9959 Originality creativity and logic Is the story interesting Use of tools and marketing materia s and references into considerations Oral Presentation Class feedback on project presentation Outline and Readings Session Readings and Activities Topic 1 Marketing Strategy and Plan 0 A Note on Marketing Strategy 9598061 o How to Write a Great Business Plan 97409 2 S 1 M k S amp 0 Bottom Feeding for Blockbuster Business R0303C Ce ecimg ar et egmems o Zipcar Re ning the Business Model 9803096 reat1ng Offermgs 3 Engine MOdeIS 0 Note on Business Model Analysis for the Entrepreneur 9802948 o Calgene Inc 9502041 4 Creating amp Communicating o Charting Your Company s Future R0206D Added Value 0 Clueing In Customers R0302H o Mobil Video Case 5 Defending Added Value 0 What is Strategy 96608 0 Costco 9599041 6 Capturing Added Value 0 The Right Game Use Game Theory to Shape Strategy 95402 0 Dell Online 9598116 7 Implementing Strategy 0 Turning Goals into Results The Power of Catalytic Delivering Added Value Mechanisms 99401 0 Right Away and All at Once How we Saved Continental 98503 0 GTE Video Case 8 Uncertainty and Strategic Risk 0 Betting on the Future The Virtues of Contingent Management Contracts 99501 0 AbgeniX and the XenoMouse 9501061 9 Strategies in Action 0 Team Presentations 15 minutes for each team Presentations 10 Strategies in Action 0 Team Presentations 15 minutes for each team Presentations Submit all written Team Assignments The Ten Commandments of Giving a Presentation Based on Harvard Management Communication Letter July 1999 J Check List 1 Tailor the presentation to the audience Engage the audience 2 Describe the problem and objectives at the outset Present a road map for your presentation 3 Don t put too much on each slide Look at the audience and tell the story you want to tell in an interesting way 4 Respect the time period set aside for your presentation 5 Practice until you are comfortable with the material Use dry runs to make sure you presentation is not running over time 6 Let the audience see you and your body language Make eye contact 7 Present with passion Make short pauses to create attention 8 Present evidence to support your claims and cite references 9 Make your presentation unique State conclusions and recommendations clearly 10 Pay attention to good presentations and ask yourself what can be learned Selected Future Readings From HBR M amp A Needn t Be a Loser s Game June 2003 Profits For Nonprofits Find a Corporate Partner 1996 Strategy and the Internet March 2001 Discovering New Points of Differentiation JulyAugust 1997 The EmployeeCustomer Profit Chain at Sears JanFeb 1998 Strategy under Uncertainty NovDec 1997 Want to Perfect Your Company s Service Use Behavioral Science June 2001 Syndication the Emerging Model for Business in the Internet Era MayJune 2000 Selected articles from our research Gerstner E J D Hess and W Chu quotDemarketing as a Differentiation Strategy Marketing Letters 41 1993 4957 Gerstner E and J D Hess quotPull Promotions and Channel Coordination Marketing Science Vol 14 No 1 Winter 1995 4360 Davis S E Gerstner and M Hagerty quotMoney Back Guarantees in Retailing Matching Products to Consumer Tastesquot Journal ofRetailing Volume 71 No1 1995 722 Hess J D W Chu and E Gerstner Controlling Product Returns in Direct Marketing Marketing Letters 74 1996 307317 Chu W E Gerstner and J D Hess Managing Dissatisfaction How to Decrease Customer Opportunism by Partial Refunds Journal of Service Research Volume 1 No2 November 1998 140154 Chu Wujin E Gerstner and J D Hess quotCost and Benefits of Hard Sell Journal ofMarketing Research February 1995 97102 Fruchter G and E Gerstner Selling with Satisfaction Guaranteed Journal of Service Research Vol 1 No 4 May 1999 pp 313323 Biyalogorsky E Z Carmon G Fruchter and E Gerstner Overselling with Opportunistic Cancellations Marketing Science Vol 18 Number 4 1999 pp 60510 Aplebaum E Gerstner E and P Naik Do Quality Improvements Enable Store Brands to Charge Price Premiums Journal ofProduct amp Brand ampManagement Vol 12 Number 3 2003
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