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. https://vimeo.com/113728034
Block Week: February 16 – February 20, 2014
Warren 309
Breakout Rooms: Warren 304, 305, 306, 307, 308
Professor Noel Capon
501 Uris Hall
3022 Broadway
Graduate School of Business
Columbia University
TN: 1-212-854-3466 email: nc7@columbia.edu
Web Site: www.axcesscapon.com
Executive Assistant: Virgen Onativia email: vg2200@columbia.edu
TN: 1-212-854-3084
Markstrat Administrator: Dr. Kishore Pasumarty email: pasumarty@yahoo.com
609-647-6998
This capstone market strategy course is especially designed for both EMBA and MBA students. The course is offered in an intensive block-week format. The course combines significant market strategy content together with
, a market strategy simulation. Course hours are 9.00 a.m. – 6.30 p.m., Monday through Thursday; we finish somewhat earlier on Friday. Students are required to complete course pre-work and to set aside time for evening work, Monday through Thursday; there is a post-course examination.
The course builds upon the core marketing courses, B7601/02. The course goal is to prepare you for making critical strategic marketing decisions in today’s modern corporation. The environment firms face is increasingly complex and fast changing. Hence, the job of attracting, retaining, and growing customers, and increasing shareholder value, is ever more important but ever more difficult. Clear thinking and decisive decision-making are critical currencies for entrepreneurs and practicing managers.
In increasingly difficult environments, thoughtful managers can construct substantial numbers of strategic options. A critical consequence of this variety is that managers must learn how to allocate and concentrate available resources. This task is particularly challenging for marketing executives, positioned at the crucial interface between senior management, with its diverse mix of motives and responsibilities, other functional areas, and constantly evolving forces in the external environment.
To secure differential advantage, market strategies and plans must be data driven, analytically based, comprehensive, actionable, and flexible, but also understood and supported by senior management. With such diverse requirements, it is no surprise that many well-conceived market strategies and implementation plans and programs fall far short of achieving their objectives.

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This course is designed to help you develop the knowledge and skills necessary to create and implement market strategy. We emphasize planning for a three-to-five year horizon. You receive hands-on experience in using well-developed processes to create market strategy. Course content is particularly relevant for students who seek responsibility for developing and/or assessing market strategy as owners, employees, and/or consultants.
Specific course objectives include:
• Provide insight into marketing’s strategy development role at high organizational levels;
• Enhance the knowledge, skills, and abilities (KSAs) necessary to understand and apply critical frameworks, concepts, and methods for developing effective market strategy;
• Gain practical experience in applying systems and processes to develop market strategy;
• Discuss internal and external barriers to strategy implementation, and approaches for overcoming these barriers;
• Enhance student skills in verbal and written persuasion.
For the
simulation
http://www.stratxsimulations.com>, each student is assigned to a firm that competes against four other firms in its industry. The starting positions of firms within the industry are different but roughly equivalent in terms of strengths and weaknesses, opportunities and threats.
Each firm makes decisions over eight periods (years). You secure marketing research information, assess likely competitor reactions to your potential moves, and make strategic marketing decisions accordingly. You also provide information on your plans and decision-making processes to the
administrator. Because you play the simulation during eight periods, you are able to measure the results (sales, market share, profit contribution) of your decisions, and modify your strategies in real time.
Five group assignments are (due with Decision as noted):

Assignment 1: Short-term planning. Pro Forma P&L for one of your brands (Decision 2)

Assignment 2: Competitive insight. Pro Forma P&L for a competitor brand (Decision 3)

Assignment 3: Perceptual Mapping (between Decisions 4 and 5 )

Assignment 4: Firm Assessment (Decision 5)

Assignment 5: Medium-term planning. Pro Forma P&L for your firm (Decision 6)
Each assignment is explained in a separate document, and is posted on Canvas with supporting files. All assignments MUST be delivered in hard copy to the Markstrat Administrator. Be sure to include your firm identifier on each page of each assignment.
At the conclusion of the simulation, each team prepares a presentation -- objectives, strategies, action programs, performance -- and identifies key learning. Presentations will be graded. After the formal class sessions are concluded, student will complete an individual assignment and take-home examination -- due date – March 16 .
Because of the concentrated nature of the course, students are expected to clear their calendars for the entire week, including evening time to watch class videos and prepare presentations. Students will have time to make/take critical telephone calls in mid-morning/afternoon breaks and at lunchtime. Students are expected to commit to the course; the reward for commitment is significant learning.

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The course is based on experience in working with major corporations to develop market strategy making skills in senior and mid-level executives. Student learning comes from watching pre-class videos, lecture/discussion sessions, preparing and discussing class presentations, and from the role the
simulation plays in providing you with experience in developing and implementing market strategy. You will receive access to the Markstrat participant manual before the course.
Key concepts and ideas are in the Capon’s Marketing Video Book. They are also available in written form in Managing Marketing in the 21 st
Century ; translation of the ideas to developing a market strategy is in a companion volume, The Virgin Marketer . These books are available in printed/pdf-download
(same prices) from www.axcesscapon.com
, and from iTunes. EMBA student receive these materials directly from the EMBA program. Books for the course are:
Capon, Noel,
Capon’s Marketing Video Book
( cmvb ), Bronxville, NY: Wessex, 2014: $49.70
Capon, Noel, Managing Marketing in the 21 st Century (3 rd edition) (mm21c), Bronxville, NY:
Wessex, 2012: $49.70
Capon, Noel and Andrew Yap, Student Study Guide for Managing Marketing in the 21 st
Century (3 rd edition) (mm21c-ssg), Bronxville, NY: Wessex, 2013: $39.70
Capon, Noel, The Virgin Marketer (3 rd
edition) (tvm), Bronxville, NY: Wessex, 2013: $39.70
Note: Students may find it useful to prepare for the course by reading:
Capon, Noel, The Marketing Mavens , New York: Crown Business, 2007 (an easy read designed for practicing managers)
Students may secure PowerPoint slides for lecture/discussion sessions from Canvas.
Related Materials that students may also find valuable are:
Aaker, David A.
Strategic Market Management , Free Press, 1995
Day, George S., The Market Driven Organization: Understanding, Attracting, and Keeping Valuable
Customers , Free Press, 1999
Fahey, Liam, Outwitting, Outmaneuvering and Outperforming Competitors, New York: Wiley, 1999
Hulbert, James, Noel Capon, and Nigel Piercy, Total Integrated Marketing , New York: Free Press,
2003
There are various ways to approach team formation for the
simulation. Based on experience and student feedback, the instructor will use the following system. Students may self-select into teams for
. However,
has the constraint that five numerically balanced teams are required for an industry. The instructors will massage proposed team membership to fit the
constraint.

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Students are expected to attend each and every class session and team meeting. If you cannot attend because of an emergency situation, you MUST advise the instructor or Markstrat administrator beforehand.
The class participation element of the grade depends on the quality of your preparation and contributions. Highly valued contributions include asking insightful questions about videos, lecture/discussion material, and assigned chapters and readings; redirecting the discussion when the current point has been adequately covered; and being deeply involved in group discussions for
decisions.
Assigned videos and textbook chapters are intended to provide the frameworks for understanding fundamental strategic marketing concepts and to offer examples of their usefulness. The videos and textbook chapters are intended to prepare you for the
simulation.
In the flipped classroom system that we use, class sessions are designed to explore issues raised in the videos.
Assigned student groups are responsible for initiating and moderating class discussion, sourcing related examples from their experiences, formulating questions for the professor, and generally seeking to delve more deeply into the core topic and related topics. Student groups should assume that
students have watched the videos; they should use the videos as a starting point.
One student group is assigned to each of the five topics; each group presents and moderates discussion independently. Class sessions help prepare and support students during the
simulation.
The course will conclude with a take-home examination. The examination will test your ability to integrate material from the videos and lecture/discussion sessions with your experience in the
simulation. Students who commit the class are expected to do well in the examination.
Class Participation
Markstrat Participation and Final Presentation
In-class Assignments
Final Examination
20% (individual)
40% (group)
20% (group)
20% (individual)
s

Professor Capon has an extremely bad memory for names. Hence, please be sure to bring your name card to EACH and EVERY class session.

Before the class commences, this course outline is a work in progress. Be sure to download the final version the day that the class starts.

All students in this class are very busy people. Regardless, please do not work on your e-mail or other non-class activities during class presentations. This request applies both to presentations by instructors and to those by fellow students.

Turn in your final examination as a Word file or pdf. Make sure your name is on the file.

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https://vimeo.com/113728033
https://vimeo.com/113728032
Date Time
Before the course starts
Topic:
Secure MARKSTRAT Participant Manual (msh)
Watch video: Introduction to M ARKSTRAT: Parts 1 and 2
Readings: msh , All Chapters
Watch cmvb – Chapter 1: Managing Markets Strategically,
Readings: mm21c , Chapters 1, 2
Monday
February 16
9.00 a.m. Course Introduction
Bring laptops to class
Warren 309 9.15 a.m. Introduction to MARKSTRAT -- 1 Prof. Capon/Kishore Pasumarty
Form MARKSTRAT teams
10.00 a.m.
10.15 a.m.
Break
MARKSTRAT: Make Decision 1
12.00 p.m.
12.00 p.m.
1.00 p.m.
MARKSTRAT: Decision 1 due
Lunch
Managing Markets Strategically: Marketing Imperatives, Marketing
Principles, and External Orientation: Discuss video – Prof Capon
2.00 p.m. Break
2.15 p.m. Introduction to MARKSTRAT – 2: Discuss Period 1 Results and
MARKSTRAT video part 2
–
Prof Capon/ Kishore Pasumarty
Readings: From MARKSTRAT Participant Manual
3.45 p.m. Break
4.00 p.m. MARKSTRAT: Make Decision 2 and Complete Assignment 1

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6.30 p.m.
6.30 p.m.
MARKSTRAT: Decision 2 and Assignment 1 due
End of Day
Preparation Watch cmvb
– Chapter 7:
Determine and Recommend which Markets to
Address
Readings: mm21c , Chapter 7
Tuesday
February 17
9.00 a.m. Determine and Recommend which Markets to Address – Prof Capon
Student moderators: Othello -- Firm M
Warren 309 10.15 a.m. Break
10.30 a.m. MARKSTRAT: Decision 2 Results and Discussion – Prof Capon/Kishore
Pasumarty
11.15 a.m.
12.30 p.m.
MARKSTRAT: Make Decision 3 and Complete Assignment 2
Working Lunch
3.00 p.m. MARKSTRAT: Decision 3 and Assignment 2 due
3.00 p.m. Break
3.15 p.m. MARKSTRAT: Decision 3 Results and Discussion
–
Prof Capon / Kishore
Pasumarty
4.00 p.m. MARKSTRAT: Make Decision 4
6.30 p.m. MARKSTRAT: Decision 4 due
6.30 p.m. End of Day
Preparation MARKSTRAT: Assignment 3 (in-class discussion)
Watch cmvb – Chapter 8: Market Segmentation and Targeting
Watch cmvb – Chapter 9: A Complete Market Strategy
Readings: mm21c , Chapters 8, 9
Wednesday 9.00 a.m. Market Segmentation and Targeting – Prof Capon
February 18 Student moderators: Othello -- Firm S
Warren 309 10.15 a.m. Break
10.30 a.m. MARKSTRAT: Prepare Assignment 3
11.30 p.m. MARKSTRAT: Assignment 3 due
11.30 p.m. MARKSTRAT: Decision 4 Results and Discussion
–
Prof Capon/Kishore
Pasumarty
3.30 p.m.
12.30 p.m. Lunch
1.30 p.m. A Complete Market Strategy – Prof Capon
Student moderators: Othello -- Firm T
2.45 p.m. MARKSTRAT: Prepare and discuss Assignment 4
–
Prof Capon /
Kishore Pasumarty
Break

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3.45 p.m. MARKSTRAT: Make Decision 5
6.30 p.m. MARKSTRAT: Decision 5 due
6:30 p.m. Course Reception – Feldberg Lounge, Warren Hall – 1 st Floor
8:00 p.m. End of Day
Preparation Watch cmvb – Chapter 10: Managing through the Life Cycle
Readings: mm21c , Chapter 10
Prepare questions for Ask the Professor session
Start preparing final presentation
Thursday 9.00 a.m. Managing through the Life Cycle – Prof Capon
February 19 Student moderators: Othello -- Firm L
Warren 309 10.15 a.m. Break
10.30 a.m. MARKSTRAT: Decision 5 Results and Discussion
–
Prof Capon/Kishore
Pasumarty
11.15 a.m.
12.30 p.m.
MARKSTRAT: Make Decision 6 and Complete Assignment 5
Working Lunch
2.45 p.m.
2.45 p.m. Break
3.00 p.m. Ask the Professor!
–
Prof Capon
4.00 p.m. MARKSTRAT: Decision 6 Results and Discussion
–
Prof Capon / Kishore
MARKSTRAT: Decision 6 and Assignment 5 due
4.30 p.m. MARKSTRAT: Make Decision 7
6.30 p.m. MARKSTRAT: Decision 7 due
6.30 p.m. End of Day
Pasumarty
Preparation
Readings:
Watch mm21c cmvb – Chapter 22:
, Chapter 22
Monitor and Control
Friday 9.00 a.m. MARKSTRAT: Decision 7 Results and Discussion
–
Prof Capon / Kishore
Pasumarty
February 20 9.30 a.m. MARKSTRAT: Make Decision 8
Warren 310 11.00 a.m. MAR KSTRAT: Decision 8 due
11.00 a.m.
11.15 a.m.
Break
Monitor and Control –
12.30 p.m. Working Lunch and Prepare Final MARKSTRAT Presentation
1.30 p.m. Prepare Final MARKSTRAT Presentation
2.30 p.m. Break
Prof Capon
Student moderators: Othello -- Firm R
2.45 p.m.
5.30 p.m.
Final MARKSTRAT Presentations – 20 minutes per firm
End of Course
Prof Capon/
Kishore Pasumarty
Note: The course ends when the course ends. It Does Not End when your Markstrat team has made its

presentation!
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