Case: Colgate Max Fresh: Global Brand Roll-Out (Pcr)
Marshall School of Business
University of Southern California
MARKETING 560
MARKETING STRATEGY AND POLICY
Spring, 2011
Faculty: Dennis A. Schorr, Ph.D. Office: ACC 226 Phone: 740-5041 E-mail: dschorr@marshall.usc.edu Office Hours: Mon. 3:30-5:30 P.M. or by appointment
Course Objectives:
In general, this course provides you with the opportunity to learn how to apply course material regarding the design and implementation of marketing strategies to various business situations, in particular, a simulated, multi-period competitive market environment that provides regular feedback about the success of the strategies employed. More specifically, the learning objectives for this course are to:
1) Develop the necessary skills for the analysis of marketing opportunities, competition, and competitive advantage based on existing frameworks, theories, and empirical generalizations.
2) Examine alternative strategies for sustainable competitive advantage and growth over the course of a market’s evolution and product life cycle and gain experience creating imaginative and effective marketing strategies.
3) Understand the nuances of how to make decisions about segmentation, targeting, and positioning and how to align the marketing mix with the overall marketing strategy. . 4) Develop skills in using a customer-focused approach in developing marketing strategies
5) Learn to use various types of metrics and indicators in analyzing the effectiveness and performance of a company’s marketing strategies.
6) Develop an understanding of how to utilize some basic analytic techniques and models within marketing and interpret their results, including how to analyze the potential profitability of various marketing strategies.
This course is designed to be a hands-on course with an emphasis on cases and a marketing strategy simulation, supplemented by lectures and readings. The course
University of Southern California
MARKETING 560
MARKETING STRATEGY AND POLICY
Spring, 2011
Faculty: Dennis A. Schorr, Ph.D. Office: ACC 226 Phone: 740-5041 E-mail: dschorr@marshall.usc.edu Office Hours: Mon. 3:30-5:30 P.M. or by appointment
Course Objectives:
In general, this course provides you with the opportunity to learn how to apply course material regarding the design and implementation of marketing strategies to various business situations, in particular, a simulated, multi-period competitive market environment that provides regular feedback about the success of the strategies employed. More specifically, the learning objectives for this course are to:
1) Develop the necessary skills for the analysis of marketing opportunities, competition, and competitive advantage based on existing frameworks, theories, and empirical generalizations.
2) Examine alternative strategies for sustainable competitive advantage and growth over the course of a market’s evolution and product life cycle and gain experience creating imaginative and effective marketing strategies.
3) Understand the nuances of how to make decisions about segmentation, targeting, and positioning and how to align the marketing mix with the overall marketing strategy. . 4) Develop skills in using a customer-focused approach in developing marketing strategies
5) Learn to use various types of metrics and indicators in analyzing the effectiveness and performance of a company’s marketing strategies.
6) Develop an understanding of how to utilize some basic analytic techniques and models within marketing and interpret their results, including how to analyze the potential profitability of various marketing strategies.
This course is designed to be a hands-on course with an emphasis on cases and a marketing strategy simulation, supplemented by lectures and readings. The course