Marketing Management Detailed Course Outline
Week 6 (Thursday, April 10)

“At Federal Express, we realized pretty early on that we had too small a scoreboard to know what was happening.  We could measure revenue, of course, and whether we were adding or losing customers.  But if you depend exclusively on final outcomes like revenues and lost customers to track quality, you’ll learn about your quality problems by going out of business.”

–      Tom Oliver, Senior Vice President - International, Federal Express

LINKS Working Session

Read:  Best Chapter 14 [Marketing Plans and Performance]

There will be a number of LINKS activities, culminating in each team creating a Marketing Plan.

  1. There will be a short tutorial on how to write a marketing plan.

  2. You should also consult the course web-page on "How to Write a Marketing Plan."

  3. Each team will meet with the instructor for a Presidential Review.  You should be prepared to discuss the 5 C's (customers, competitors, collaborators, company skills and context), as well as specifically analyze the strengths, weaknesses, opportunities and threats facing your firm.  This discussion is intended to help you prepare a thorough marketing plan.

Upcoming LINKS Activities & Assignments

  1. The entire class session is a working session so that teams can adequately prepare for their Marketing Plan.

  2. Q8 Decisions are due Monday April 14 at noon.  Q9 Decisions are due Thursday April 17 at 6 p.m.

  3. The Marketing Plan is due Thursday April 17 at 6 p.m.  Note that it will incorporate your Q9 decisions made earlier in the week.

  4. Service 3 will be activated as part of the Q8 game run, so that all firms will have the ability to introduce a new product in Q9 or later.