Time Schedule:
P. V. Balakrishnan
B BUS 438
Bothell Campus
Capstone marketing course. Covers the development and implementation of tactical as well as the strategic aspects of marketing decisions. Integrates marketing concepts from other marketing classes to formulate coherent marketing decisions. Topics include multi-product, multi-market businesses, and challenges inherent in developing and implementing marketing decisions in a complex environment. Analysis of markets, businesses and competitive situations in order to make sound decisions. Prerequisite: minimum grade of 1.7 in B BUS 320; a minimum grade of 1.7 in either B BUS 421, B BUS 423, B BUS 424, B BUS 425, B BUS 426, B BUS 427, B BUS 429, or B BUS 431; may not be repeated.
Class description
This course builds on the background that you have already established in the other business and marketing classes. The focus here is on the development and implementation of both the tactical as well as the strategic aspects of marketing decisions. To this end, Marketing Management Laboratory is designed to provide you with an opportunity for integrating the various marketing concepts in the formulation of a coherent set of marketing decisions. Please READ book Chapters 1,2,3 and 5 of The Marketing Game! (by Mason & Perrault) prior to the first day of class.
Student learning goals
1. Enrich your understanding of the fundamentals of marketing;
2. Familiarize you with the problems facing Multi-Product, Multi-Market organizations;
3. Appreciate the challenges inherent in developing and implementing marketing decisions in a complex environment;
4. Learn additional frameworks for developing more effective marketing strategies.
5. Develop your skills in analyzing markets, businesses and competitive situations in order to make good decisions.
General method of instruction
To achieve the objectives of this course, we will employ cases and a computer simulation as the primary pedagogical vehicles for learning by doing. This is an innovative course in which the learning can be a lot of fun. However, the onus is on you and your group members to make sure that you get the most out of this unique class.
Recommended preparation
Please READ book Chapters 1,2,3 and 5 of The Marketing Game! (by Mason & Perrault) prior to the first day of class.
Class assignments and grading
Analyses of Cases; computer simulations; Journal articles prsentation and discussion.
