Professional Documents
Culture Documents
School of Management
Fall 2006
COURSE OBJECTIVES
Strategic planning is evaluated at both the corporate level (e.g. American Express)
and the strategic business unit level (e.g. the company's travel-related services business
unit). The planning interaction between the company and its business units is described as
well as the evaluation of the company's mix of businesses.
The lecture presentations have been developed to address the strategic challenges
posed by the new economy. These lectures along with guest speaker presentations will help
managers of existing companies to clarify their own thinking about how to develop their
business strategy. It will also shed light on challenges facing newer startup companies and
entrepreneurs.
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REQUIRED MATERIALS
Books
1. "Positioning: The Battle For Your Mind" - Al Ries and Jack Trout
Articles
1. "Strategy and the Internet" - M. Porter (R0103D)
2. "The Right Game" - Brandengurger and Nalebuff (95402)
EVALUATION CRITERIA
MARKSTRAT results 30%
MARKSTRAT final Presentation 20%
Class participation 10%
MARKSTRAT participation 10%
2 Quizzes 30%
3. Quizzes
The 2 Quizzes are meant to test your understanding of the MARKSTRAT simulation
game as well as all the significant concepts learnt in class.
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Schedule of Sessions