COURSE
NUMBER: EWMBA 299M-1
COURSE
TITLE: Marketing Strategy
UNITS OF
CREDIT: 2 units
INSTRUCTOR: Peter Wilton
E-MAIL ADDRESS: wilton@haas.berkeley.edu
MEETING
DATES: Thursdays
9/1, 9/8, 9/29, 10/6, 10/13, 10/20, 10/27, 11/10, 11/17, 12/1
CLASS WEB PAGE LOCATION: bCourses
PREREQUISITE(S): EWMBA
206 Marketing Organization & Management
CLASS FORMAT: lectures, cases, marketing simulation
REQUIRED READINGS: Text book, course reader, MarkStrat
Simulation manual
BASIS FOR FINAL GRADE:
The course
grade will be determined as follows:
Individual
assignments & class participation: 50%
Group
assignments, including MarkStrat simulation: 50%
CAREER FIELD: This course will be useful for those
interested in strategic consulting,
marketing, technology, product management, M&A.
ABSTRACT OF COURSE'S CONTENT AND OBJECTIVES:
COURSE BENEFITS: WHY YOU SHOULD TAKE THIS COURSE
Students taking “Marketing Strategy” will
gain first-hand experience in:
WHAT IS THIS COURSE ABOUT? - COURSE OVERVIEW
This course provides the opportunity to
sharpen strategic analytic skills by exploring in greater detail selected
concepts covered only briefly in the core MBA functional courses, and by
introducing additional frameworks specifically addressing strategic decisions;
those decisions having a long-term impact on the organization and which are
difficult or costly to reverse. Topics
to be covered include, but are not limited to:
►
understanding
the process of strategy formulation and strategic thinking
►
strategic
market planning frameworks
►
causes
of strategic decline and failure
►
strategic
growth options and their relationship to profitability
►
business
context analysis and scenario planning
►
managing
evolutionary versus disruptive strategic change
►
organizational
responses to environmental uncertainty
►
identifying
and articulating unique customer value propositions
►
aligning
internal operations with external strategic vision
►
causes
of strategy underperformance: the “strategy-to-performance” gap
►
understanding
the process of strategy formulation and strategic thinking
►
valuing
strategies
►
building
strategic capability; the build/buy/ally decision
►
managing
strategic alliances and partnerships
The course is cross-functional in its focus,
attempting, where appropriate, to integrate marketing, financial, and
operational strategy issues.
In order to provide a sense of realism, the
course will introduce important concepts through lectures, case studies, and a
dynamic marketing strategy simulation game known as MARKSTRAT. Competing in teams throughout the
semester, students will have full responsibility for all aspects of competitive
strategy and business performance in a dynamic market environment.
What makes the MARKSTRAT
simulation challenging and rewarding is the uncertainty associated with overall
market conditions, the volatility of each firm’s operating environment, the
unpredictability of competitors’ intended strategies, and the responses of
competitors to other firms in the industry.
Students are assured of a series of unanticipated market and competitive
developments which will test and sharpen their strategic market planning skills
in a real-world, dynamic, market environment.
Finally, to add to the realism, the class
may occasionally be addressed by outside guest speaker(s) with substantial
experience and success in marketing strategy.
Attendance at these guest lectures is a requirement of the course,
notwithstanding that regular class times may need to be adjusted in order to accommodate the schedules of guest speakers.
BIOGRAPHICAL SKETCH:
Dr. Wilton
teaches strategy, marketing, and international management in the Haas School of
Business at the Haas School of Business, University of California, Berkeley. He has also served as a Visiting Professor
at the Graduate School of Business at Stanford University, and on the
faculties of Duke and Purdue Universities in the United States, Macquarie
Graduate School of Management, the University of Melbourne, and the
Australian Graduate School of Management in Australia, as well as the
executive programs of the University of Michigan, the University of
Chicago and Pennsylvania State University.
He has
been the recipient of numerous awards and fellowships for his work in
management, including several from the prestigious National Science
Foundation, as well as the Marketing Science Institute. He has been the recipient of the Australian
Overseas Fellowship in Management and the Market Research Society of
Australia Prize. In the US, he has
been recognized by Business Week magazine as one of the country’s
leading business instructors. In
addition, he has been recognized in the "Who's Who" Registry
of Leading American Executives. Most recently, Dr. Wilton received recognition
from the International Society for Performance Improvement for
“outstanding instructional intervention”.
Dr. Wilton has published widely, his articles on management appearing in
numerous leading journals, including the Journal of Marketing Research,
Management Science, the Journal of Consumer Research,
the Journal of Retailing, the Journal of Business &
Economic Statistics, European Research, and elsewhere.
In
addition to his teaching activities, through his private consulting company
known as ORBIS Associates, Dr.
Wilton also provides a range of strategic management and executive development
services to a list of clients representing diverse industries and regions of
the world. As a specialist focus, Dr.
Wilton actively assists organizations to develop effective profitable growth
strategies through the design and deployment of integrated innovation, business
development, and customer loyalty architectures.
Dr.
Wilton began his professional career with Colgate Palmolive (Australia) Pty
Ltd, where over a period of several years he managed a variety of
established household products groups and new businesses. He has also served as Chief Operating
Officer for Myer Pacific Holdings N.V., a private equity firm holding a
portfolio of controlling, pro-active, investments in companies ranging from
digital imaging technology, to laser cutting machinery for the heavy
engineering industry.
Dr.
Wilton has served as an Officer of the San Francisco professional chapter of
the American Marketing Association, responsible for all professional
development programs, and as a Director of the Australian-American Chamber
of Commerce in San Francisco. Dr.
Wilton holds a Bachelor of Commerce (1st Class Honors) from the University
of New South Wales in Australia, and a Ph.D. in Management from Purdue
University in the United States.
Dr.
Wilton has been a Director of Musica Viva, a leading performing arts
organization in Australia. He has also
provides strategic assistance to arts performance organizations in the United
States, most recently Cal Performances (University of California, Berkeley) and
the Major University Presenters collaborative.