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COURSE OBJECTIVES

This course will offer students a practical perspective of marketing planning and key marketing strategies, to acquaint them with up-to date concepts and models and to help them learn to use strategic planning tools to achieve a company's marketing goals.

SCOPE OF THE COURSE

The course has a global perspective and covers marketing strategies for consumer (B2C)
and industrial (B2B) products. The key cases used for discussion in the course focus on:
- Dell Computers and Compaq (1995)
- Brand Strategy for Intel (1990-2003)
- Marketing Strategy for Toyota, introducing Hybrid Vehicles (the Prius) in the USA (2003).

ASSESSMENT

Attendance is compulsory in all of the class sessions. Assignments will be done by students working in teams of 3-4. Each assignment to be submitted as a 10-15 page WORD document in English and sent as an E-Mail attachment to the Course Instructor before the case is discussed in class. Late submissions will NOT be accepted.

Student teams must submit ANY TWO of the following assignments:
First Assignment (45%): Business System analysis of Dell Computers versus Compaq
(based on cases "Compaq 1995" and "Dell 1995") - Submit before class discussion on 2.11.07
Second Assignment (45%):
Analysis of article "Intel Inside" - Submit before class discussion on 16.11.07
Third Assignment (45%): Case analysis: Toyota: Driving the Mainstream Market
to Purchase Hybrid Electric Vehicles - Submit before class discussion on 30.11.07

Personal contribution (10%): Based on the quality of students' individual
contributions to in-class discussions.

HaifaUnivMarketingStrategy2007DALIAv2

READING

Course readers will be given to students including articles, assignment notes and cases.

All the course lecture notes will be available online.

Essential reading

- Porter Michael E., "What is Strategy?", Harvard Business Review,
November-December 1996, pp 61-78

- Brandenburger A. M....