At the end of the semester, the group is required to launch a new product for the company, create a marketing plan and present in front of the class. Week 4 Chapter 3 Corporate Planning Corporate Organizational Charts Students are introduced to the steps corporations take to create a multi-year strategic plan. In addition, students learn the major departments and corresponding responsibilities within a company. Marketing Plan Students are introduced to common models used for planning. Students are required to apply these models to different business situations.
Students learn the elements in a marketing plan.
Week 6 Chapters 4 and 5 Analyzing Marketing Opportunities Scanning the Market Environment Students learn the role of research in the marketing process. Students gain an understanding of the various macro forces that effect a company. The Prisoner s Dilemma Students study business markets and understand how business and consumer markets differ. A significant amount of time is devoted to analyzing competitors and developing competitive strategies. Students are introduced to The Prisoner s Dilemma as an illustration of competitive forces.