Student

[pic] University of Haifa Graduate School of Management

HaifaUnivMarketingStrategy2008-9MMv1

MBA Program – Marvah and Marganit Classes

MBA COURSE 4190: MARKETING STRATEGY

Period 4, December 2008 - February 2009, Thursdays 15.00-18.00 / 18.00-21.00

COURSE INSTRUCTOR: DR. GRAHAM I. JACKSON

Tel: 04-8240612 and 0544-418313 grahamj@gsb.haifa.ac.il

Teaching Assistant: Josh Porath josh.porath@gmail.com

SYLLABUS

COURSE OBJECTIVES

This course will offer students a practical perspective of marketing planning and key marketing strategies, to acquaint them with up-to date concepts and models and to help them learn to use strategic planning tools to achieve a company's marketing goals.

SCOPE OF THE COURSE

The course covers marketing strategies for consumer (B2C) products, industrial (B2B) products plus an Introduction to High-Tech Marketing and global trends and changes in the Technological and Business Environments.

The cases used for analysis and discussion in this course are:

- Shanghai COS (Market segmentation in China for mobile telephone components)

- Agilent Technologies (How HP managed to spin-off its B2B operations)

- Samsung: Redefining a Brand (Samsung Electronics Canada).

ASSESSMENT

Attendance is compulsory in all of the class sessions, and will be monitored.

Team Assignments will be done by students working in groups of 3-4. Each Team Assignment is to be submitted as a 10-15 page WORD document in Hebrew or English and sent as an E-Mail attachment to the Course Instructor and Teaching Assistant before the case is discussed in class.

Hard copies are NOT necessary. Late submissions will NOT be accepted.

Teams must submit two of the Optional Assignments (A), (B) or (C) plus the Compulsory Personal Assignment (D).

Team Assignment (A)...