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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 Planii.
Connect media investments with specific communication goalsiii.
Understand how marketing communications help to build meaningful brandsiv.
How to evaluate creative options in a Communication Planv.
Understand the Economics of the Distribution Channelsvi.
Assess the pros and cons of Direct vs Indirect Channelsvii.
Understand how to manage the conflict with Indirect Channelsviii.
Key elements to design a Sales Forceix.
Key elements to develop an account planxii.
How to write a Marketing Plan4.
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
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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%).
8.
Course Outline & Bibliography
Session Title / Material
1 Marketing Communications (I): The Communication Plan
Propecia - Preparation Questions
Propecia: Making Hair Loss History (9-505-035) Integrated Marketing Communications (9-599-087)
2 Marketing Communications (II): Integrated Communications
Maison Bouygues – Preparation Questions Maison Bouygues (9-592-059)
3 Marketing Communications (III): Online and Offline Metrics
BBVA Compass – Preparation Questions
BBVA Compass: Marketing Resource Allocation (9-511-096) 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 (9-512-018) 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 (9-502-038)
6 Marketing Communications: Lecture
7 Channel Management (I): Designing Distribution Channels
Soren Chemical – Preparation Questions Soren Chemical (HBS – 4188)
Designing Channels of Distribution (9-594-116)
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
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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) (9-584-012)
15 Sales force Management (IV): Managing Sales People
Milford Industries (B) (9-584-013)
16 Marketing Plans (I): Objectives and Strategy
Hartmann Luggage – Preparation Questions Hartmann Luggage (9-581-068)
17 Marketing Plans (II): The Marketing of Radical Innovations Polyphonic HMI – Preparation Questions
Polyphonic HMI: Mixing Music And Math (9-506-009)
18 Marketing Plans (III): The marketing of Entertainment
Grand Central – Preparation Questions Grand Central Publishing (9-508-036)
19 Marketing Plans (IV): Managing Growth
Huspot – Preparation Questions
Hubspot: Inbound Marketing and Web 2.0 (9-509-049) 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 (9-502-011)
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) (9-511-097) 22 Concluding Remarks: Lecture
