Winter 2010: This is the capstone marketing course at the Ross School of Business. The purpose of this course is to help students to develop sustainable marketing strategy keeping in mind the dynamics of product markets. Marketing strategy development is examined under the over-arching framework of the Product Life Cycle (PLC). At the end of the course, students should be able to (a) analyze marketing strategy from a temporal - stages of PLC - perspective, (b) use frameworks such as the Technology Adoption Life Cycle, Takeoff Analysis, Hypercompetition, CRM, the Commodity Magnet and Social Media/Web 2.0 to develop strategy, (c) carry out relevant quantitative analyses and (d) write out a comprehensive strategy statement. Another objective of the course is to familiarize students with cutting-edge trends and developments in the world of marketing and strategy. Industry speakers also help to link the class material to practice. Consistent with the Ross focus on action-based learning, the course includes the use of a fast-paced, competitive team based simulation where teams are handed a company to run (with the objective of maximizing long run profit) in an evolving and dynamic market.
The course is targeted towards students with career interests in marketing, strategy, consulting, business development, general management and entrepreneurship. Student with a finance focus (buy side, private equity, venture capital) have also found this course to be of use. Industries covered in the course include high technology, packaged goods, services (e.g., telecom and casino gaming), entrepreneurial ventures and B-to-B markets.