BADM 472-01, Cases in Marketing Management, Fall 2006

Abstract

This course should be fun! We don’t mean backslapping, playground fun; rather, it should be intellectually fun. If you are working as hard as you should in BA 452 and 472, you will feel challenged and at times perhaps a little lost. However, you should also experience a sense of accomplishment when you meet the challenge of completing a challenging homework assignment or preparing and presenting a complex case. You should experience in these courses flashes of enlightenment—moments when theories, principles and practice come together in a well-structured competitive strategy. We hope these flashes will be even more intense because you will see the interrelationships between finance and marketing strategies: Good decisions in one area can be totally subverted by poor decisions in the other, and determining good strategies for both areas (what’s best for the firm) will be the challenge of this course. You will, we hope, experience the joy and frustration of working with colleagues on cases. If you are an active participant, BA 452 and 472 will be an exciting journey for you and for your classmates. However, if you choose not to be actively involved in the courses, the experience will be a forced march for you and an experience to be endured by your classmates who must be in class with you.