COURSE INFORMATION

Course title:               Marketing Analysis

Course code:              COMM 363

Session and term:      2024W1

Sections:                      101, 102, 103

COURSE DESCRIPTION

This course uses case analysis and a marketing simulation game to give students experience making marketing strategy decisions. Students perform. a series of case analyses in which they learn analytical frameworks that are used to guide marketing strategy decisions. Topics include market segmentation, targeting and positioning as well as decisions related to pricing, distribution, and communications.

Students also play a marketing strategy simulation game in which they compete against other teams to implement marketing strategies. The objective is to win the game by maximizing return on investment. The simulation allows students to appreciate the connections between marketing and financial performance and learn that strategy decisions must be sensitive to changes in market conditions to be effective.  In summary, the course is focused on developing your analytical skills and developing your ability as a decision maker.

COURSE FORMAT

Case classes involve class discussion of your analysis and decision. Cases are used to learn how to analyze real-world problems and make decisions as a manager.  Your job is to assume the role of the decision maker in the case, apply the course concepts to analyze the information provided in the case, and present evidenced-based arguments in class to determine the best course of action.  It is learning- by-doing and will give you practice making decisions in real-world situations.

LEARNING OBJECTIVES

After completing the course, students will have the knowledge and skills to:

1.    Integrate concepts from marketing and finance to perform a comprehensive analysis of an organization’s performance in a market.

2.    Implement a variety of analytical approaches to inform and guide marketing strategy decisions in different market conditions.

3.    Develop teamwork and communication skills through case discussion and team decision making.

4.    Understand the complexity of the problems/scenarios encountered by the marketing function.

SUSTAINABLE DEVELOPMENT GOALS (SDGS)

At UBC Sauder, we are committed to responsible business practices that can have transformative impacts on society. One of the ways we are reinforcing our commitment to responsible business is by showcasing relevant content in our courses via the lens of the United Nations Sustainable Development Goals. In this course, we will touch on topics that relate to the following goals:

ASSESSMENTS

Summary

Component Weight

Class Participation (Individual)                    10%

Online Pre-Assessments (Individual)          15%

Case Submission (Individual)                        20%

Markstrat Simulation (Teams)                     30% (Team Performance 15%, Reflective Report 15%)

Final Case Exam (Individual) 25%

Total                                                                   100%

Details of Assessments

Class Participation (10%):

Students are evaluated on participation in every class.  Your participation grade is based entirely on the extent to which your contribution to class discussion impacts the learning of others.  It is about your impact on the learning of others rather than the frequency of your participation.  Asking an intriguing question or presenting your analysis is more impactful than simply answering a question.  Respecting your classmates is paramount and I value quality over quantity.

Grading Scale for Class Participation:

0 – Absent or late to class, or student video not on during Zoom sessions.

5 - Present but does not participate.

6 - Participates with basic information such as case facts.

7 – Offers an opinion or asks/answers a basic question.

8 – Engages in a meaningful discussion with other members of the class.

9 – Shares an analysis using data or evidence from the case or reading.

10 – Provides insight or asks a question that is instrumental in advancing understanding.

Online Pre-Assessments (15%):

Online pre-assessments are short quizzes that students complete on Canvas before the start of class to ensure that everyone has read the assigned case. This will ensure that everyone is prepared for class so that class time can be dedicated to higher-level discussion. Pre-assessments must be completed before the start of class or receive a grade of zero.

Case Submission (30%)

The case submission is a comprehensive case dealing with issues that we address up to that point in the course.  You will be asked to answer a number of specific questions that require you to analyze several aspects of the case and make a decision. The case and questions will be posted on Canvas. The case submission is an individual assignment. You may not consult with your classmates or any other individuals.  We will discuss the case in class. Consequently, late submissions cannot be accepted and will receive a grade of zero.

Final Case Exam (25%)

The final case exam is a comprehensive case dealing with issues that we address throughout the course. Similar to the case submission, you will be asked to answer a number of specific questions that require you to analyze several aspects of the case and make a decision. The final case exam is an individual deliverable and will take place during the December exam period.

MarkStrat Simulation (30%) Team Performance (15%), Reflective Report (15%)

MarkStrat is a marketing strategy simulation game in which you compete against other teams to implement marketing strategies. The objective is to win the game by maximizing return on investment. It is a dynamic game meaning that the actions of competitors influence what happens in the game.

Consequently, a successful strategy is dependent on analyzing and anticipating what is happening in the market in each round and trying to out-smart your competitors.

Teams will be randomly assigned with 3-5 people per team.  There will be two rounds of trial decisions at the start of the course so that teams can familiarize themselves with the game and making decisions. The game will then be re-set and teams will compete over the course of 9 rounds with the winner determined at the end of the 9th  round.  Each round requires teams to make decisions on target market selection, positioning, product line development, distribution, pricing and promotion.  Because MarkStrat represents a significant portion of the course, one class each week will be allocated for teams to do their planning, analysis and decisions for each round (please refer to the class schedule in this outline).

Team Performance (15%)

The decisions you make in each round affect the outcomes of the company in a competitive industry.

The performance of your firm (your grade) will be assessed at the end of the simulation based on your team’s Stock Price Index relative to other teams in industry.

The grade range will reflect the relative performance of the teams: top performing teams tend to earn A’s, average teams tend to earn B’s, and poorly performing teams tend to earn C’s or D’s depending on how poorly they perform.  While relative rank in your industry is a fun scorekeeper, in the real world,  stock price and other performance indicators are what the market cares most about.

Reflective Report (15%)

The purpose of your report is to provide an honest and transparent account of what your team members learned from your experience in the game – not only with respect to marketing analysis but also with respect to team dynamics, communication, decision making style, and conflict resolution.

Note that the grading of the report is completely independent of your team’s performance evaluation.

Technology Requirements:

Team members are encouraged to bring laptops to team meetings so you can access Markstrat.

Team Norms and Peer Evaluation

The individual grades of team members for the team performance (15%) as well as the reflective learning report (15%) are subject to a peer-to-peer evaluation from each of your team members.  Team work is a central component of the course and we encourage you to make friends and have fun.  Being a good team member involves:

a.    Respecting your classmates

b.   Acting in good faith

c.    Attending team meetings

d.    Meeting deadlines

e.    Producing quality work that meets the team’s standards

f.     Pulling your weight

The peer evaluation form. at the end of this course outline will be used to assess the contribution of each team member to the MarkStrat simulation (the grade for the team performance as well as the reflective learning report).  Each student will be evaluated anonymously by their team members at the mid-point of the simulation and again at the end of the simulation.  Peer assessments at the mid-point of the simulation are strictly for feedback purposes and will not affect student grades.  This ensures that students are made aware of any concerns their team members may have about their performance early enough to make adjustments and not have their grade affected.

Peer assessments at the end of the simulation will result in downward grade adjustments in cases where a student receives a score of 1 (Problematic) or 2 (Insufficient) on any criterion from more than one team member. The final question of the peer evaluation asks: all things considered, what percentage of the team s grade does the individual deserve?  I will take the average peer score for each student and multiply it by the team s grade to arrive at the student's grade.  For example, if a team receives a grade of 80% (an A  ) and a member of the team receives an average peer score of 75% from their team members, that team member s individual grade will be 75% x 80% = 60% (a “C” rather than an “A  “).