Submitted by: Submitted by nesupport
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Category: Business and Industry
Date Submitted: 12/17/2010 10:35 AM
Consistent with the Business School's philosophy of "Leading in Thought and Action," our objective is to bring you a rigorous analytical framework and up-to-the-minute case examples customized to students' interests. We will do this using a new textbook, "Marketing: The Big Picture" by Christie Nordhielm (2nd Edition). The text is short, to the point, and easy to use.
We will apply the Big Picture framework in a series of mini-cases which you will develop as part of this course. Six or seven person teams of students will choose and write cases for class discussion using a carefully designed template.1 Students will also take a leadership role in managing the discussion of these mini-cases. If you have a "live" marketing problem that interests you, this means you will have some opportunity to work directly on this problem in this course. In this way we intend to maximize the relevance of the cases to your business lives and offer a program unique to the Ross Business School.
Course grades will be based on course participation (30%), mini-cases (written component 15% and oral component 15%) and a written final (40%). These components are described in greater detail below.
1 Students will be randomly assigned to teams prior to the first class session.
Why is Marketing ≠ Strategy? More about “The Big Picture”
Every course in business school is, in some sense, a strategy course; in other words, in everything you study as a student and in all your decisions as a business person, you should have in mind a corporation's overall plan, in particular its objectives and the advantages and corporate strengths it will use to achieve them.
What distinguishes marketing (both in terms of strategy and execution) from, say, corporate strategy, can be summarized in a single word: CUSTOMERS. The primary task of marketing is to achieve the corporation's overall business objective by creating and communicating value to the customer. So, throughout the course, we will have to keep...