MARKETING, PLANNING AND IMPLEMENTATION

Transcription

1 2nd Term MBA-2016 MARKETING, PLANNING AND IMPLEMENTATION COURSE OUTLINE 1. Introduction Marketing-I was devoted to the analysis and discussion of the individual elements that are relevant to the design of a marketing plan. It included cases and lectures related to the analytical requirements for positioning: consumer behaviour, market segmentation and differentiation. Later, it studied in some depth the mix elements of product and pricing. In the second term, we will continue the process started a few months ago, as we explore the implementation of marketing decisions. 2. Objectives The goal of this course is the study of several marketing management situations as they affect the allocation of time, human, or monetary resources with the objective of delivering a product offering to the market. 3. Learning Outcomes i. Assess the different parts of a Communication Plan ii. Connect media investments with specific communication goals iii. Understand how marketing communications help to build meaningful brands iv. How to evaluate creative options in a Communication Plan v. Understand the Economics of the Distribution Channels vi. Assess the pros and cons of Direct vs Indirect Channels vii. Understand how to manage the conflict with Indirect Channels viii. Key elements to design a Sales Force ix. Key elements to develop an account plan x. The role of metrics and management style to lead a Sales Force effectively 1

2 xi. Key elements of a Marketing Plan xii. How to write a Marketing Plan 4. Competences General Competences (refer to list of general competences in the MBA) Decision Making Critical Thinking Judgment... related to Marketing and Commercial decisions. Specific Competences We develop the competence of planning in the context of Marketing Situations. This competence is oriented to achieve the following goals: Develop the analytical mindset to transforms market data and consumer opinions into meaningful market and consumer insights. Develop the analytical mindset to transforms desires and strategic intent into a clear framework of business goals and strategic direction Develop the creative thinking to choose the proper marketing investments that are consistently connected with the intended business goals Develop the analytical mindset to foresee the required implementation details and control metrics to carry forward the proposed initiatives successfully. 5. Content The course is organized into five modules: 1. Communications Policy. The goal of marketing strategy is to determine: (a) What customers to serve? (b) What offer to present? And finally, (c) How to present that offer? In this module we will discuss the elements of a communications plan and how to use the different media available to reach our marketing goals. 2. Marketing Channels. This module is devoted to understand the main options in the decision of taking the offering to market. Should the firm deliver its products directly to the end-customer? Should it use one or more of the different intermediaries (e.g., retailers, wholesalers, value-added resellers, etc.)? Which are the economics of the different distribution channels and how do they affect the final price and level of service with which the product is finally delivered to the customer? What are the decisions to be made to cope with changing market conditions? Will channel conflict arise and, if so, how should it be managed? What are the innovative channel institutions enabled by technology and vertical integration? 2

3 3. Sales force Management. In this module, we will cover the selling process for different types of products, and the policies and supervision necessary to manage individual salespeople. 4. Marketing Plans (Cases and Team Work). Combining the topics to be discussed in this course with those of the previous quarter, we should cover all of the relevant elements of the marketing mix. The objective of this module is to discuss how to design a marketing plan that combines all of these elements in a comprehensive manner. Decisions about product, price, promotion & communications, and placement cannot be considered in isolation and should be consistent with the short and long-run objectives of the firm. Teams will work on two products for which they have to come up with a marketing plan. 5. Marketing Strategy: This module will touch on a variety of topics including customer management, designing loyalty programs, the management of innovation and creativity, and how marketing fits within the overall organization strategy. 6. Methodology The basic methodology of this course is case discussions (19 sessions), lectures (3 sessions) and team work (2 sessions). Class participation is the key evaluation source, and you will be required to be very well prepared for the case discussion sessions. Superficial preparation generates non relevant class contributions. Your presence, preparation, and participation are of great importance for the learning experience. Not attending to class is a serious matter and you have to communicate it to the section head as well as to myself. Please, take each session as the last of the whole course, and do not postpone getting feedback if you feel you have trouble contributing to the class. 7. Evaluation Class participation shall be evaluated on the sound marketing reasoning and understanding of the concepts developed in the course. The evaluation of your performance will be based on your class participation (65%), the output of your first team project (10%) and final team project (25%). 3

4 8. Course Outline & Bibliography Session Title / Material 1 Marketing Communications (I): The Communication Plan Propecia - Preparation Questions Propecia: Making Hair Loss History ( ) Integrated Marketing Communications ( ) 2 Marketing Communications (II): Integrated Communications Maison Bouygues Preparation Questions Maison Bouygues ( ) 3 Marketing Communications (III): Online and Offline Metrics BBVA Compass Preparation Questions BBVA Compass: Marketing Resource Allocation ( ) Optional Readings (Technical notes): Web Strategy and Site Traffic Generation (MN-373-E) Search Engine Marketing (SEM) (MN-376-E) 4 Marketing Communications (IV): Branding and Social Media The Pepsi Refresh Project Preparation Questions The Pepsi Refresh Project: A thirst for change ( ) Optional Readings (Technical Notes): Social Media Marketing (SMM) (MN-381-E) 5 Marketing Communications (V): The Message: Creativity & Advertising Mountain Dew Preparation Questions Mountain Dew Multimedia ( ) 6 Marketing Communications: Lecture 7 Channel Management (I): Designing Distribution Channels Soren Chemical Preparation Questions Soren Chemical (HBS 4188) Designing Channels of Distribution ( ) 8 Channel Management (II): Direct vs Indirect Channels Agevi Preparation Questions Agevi (M-1219-E) 9 Channel Management (III): Consumer and Trade Promotions Reliance Baking Soda Preparation Questions Reliance Baking Soda: Optimizing Promotional Spending (HBSP-2147) 10 Channel Management (IV): Internationalization & Conflict Management Electrolink Preparation Questions Electrolink (M-1278-E) 11 How to write a Marketing Plan : Team Project Presentations and Lecture Hartmann Luggage ( ) Marketing planning and organization ( ) 4

5 12 Sales Force Management (I): Sales Force Design Laboratorios Alce Preparation Questions Laboratorios Alce (M-1264-E) 13 Sales Force Management (II): The Sales Process Jets4future Preparation Questions Jets4future (M-1305-E) 14 Sales Force Management (III) : Key Performance Indicators Milford Industries Preparation Questions Milford Industries (A) ( ) 15 Sales force Management (IV): Managing Sales People Milford Industries (B) ( ) 16 Marketing Plans (I): Objectives and Strategy Hartmann Luggage Preparation Questions Hartmann Luggage ( ) 17 Marketing Plans (II): The Marketing of Radical Innovations Polyphonic HMI Preparation Questions Polyphonic HMI: Mixing Music And Math ( ) 18 Marketing Plans (III): The marketing of Entertainment Grand Central Preparation Questions Grand Central Publishing ( ) 19 Marketing Plans (IV): Managing Growth Huspot Preparation Questions Hubspot: Inbound Marketing and Web 2.0 ( ) Optional Readings (Technical notes): Search Engine Optimization (SEO) (MN-374-E) 20 Marketing Strategy (I): Design & Execution of Loyalty Programs Harrah s Entertainment Preparation Questions Harrah s Entertainment ( ) Boost your marketing ROI with experimental design (R0109K) Preventing the premature death of relationship marketing (R98106) 21 Marketing Strategy (II): Marketing & Strategy Marvel Enterprises Preparation Questions Marvel Enterprises (Abridged) ( ) 22 Concluding Remarks: Lecture Marketing Planning and Implementation 5