Marketing Management
This is the core marketing course for the Stanford Sloan Program. It's designed to provide you with a contemporary overview of marketing management practice and to prepare you for elective study in marketing if you choose. This course will:
- Provide you with a forum to share your experience with other Sloan fellows by applying your knowledge to cases which we study together.
- Build your expertise in applying a robust model for marketing strategy planning.
- Enable you to master contemporary marketing vocabulary.
- Help you understand how marketing managers take decisions, often in the face of incomplete information or uncertainty.
- Teach how to identify key facts in complex situations and develop a range of rational solutions for the problems you identify.
- Give you experience presenting and defending your ideas.
- Refine your ability to express your recommendations concisely and convincingly in writing.
- Enhance your understanding of the role of marketing managers in developing and controlling marketing plans.
- Develop your awareness for how the marketing process differs in international markets.
- Integrate this material with your study of Strategy and Finance.
REQUIRED TEXT
Philip Kotler, Marketing Management, Millennium Edition, 10th Edition, Prentice Hall, 2000
GROUP PRESENTATION
Many of the cases will be instructor-led and discussed by the whole class, but to give you an opportunity to develop your professional presentation skills, eight of the cases will be assigned in advance for one group to present at the beginning of our discussion. You should use a PowerPoint presentation, and work to give all members of your group an opportunity to speak (this takes some skill, but good groups manage to do it well).
Take the role of consultants to the firm. Identify the most important problems, develop a range of solutions, present your analysis and a clear recommendation. You should be prepared for questions from your peers.
We will draw for cases and you may not trade with another group. The Group-led cases are marked G1 to G8 in the outline of work products. Your group should meet with me well before the day you are presenting to make sure you are on the right track.
