The contents of this assignment include:
Overview and Objectives
The Marketing Plan
What to Hand In and When
1) PharmaSim Tips and Tricks
2) Download Instructions for PharmaSim
Michael Deighan, Thomas C. Kinnear, and James, W. Stewart, (2006), PharmaSim: A Marketing Management Simulation, Charlottesville, VA: Interpretive Software, Inc. The text and software are not available from the bookstore and must be ordered on-line (https://www.interpretive.com/duke-marketing460/shop.php). The direct distribution is intended to reduce costs to students. For additional (optional) instructions on downloading and installation, please click here.
You may begin using the simulation as soon as you receive your password from Interpretive software.
Overview and Objectives
The Lehmann and Winer article contains an outline of a Marketing Plan. Other examples of Marketing Plans will be available on reserve. One of your key responsibilities as a product or brand manager will be to draft a Marketing Plan. Typically these documents are based on years of data and analysis and run 30 pages or more, plus exhibits. The objective of the plan is to architect a strategy to build brands (thus creating profits), and to provide a vehicle for others in the firm to have input into that strategy. Note that your marketing core lecture notes could also be an invaluable asset in the construction of the marketing plan
Given the short duration of the term and the difficulty inherent in obtaining real market data, the market plan you will draft will be i) only ten double spaced pages (approximately) plus exhibits and ii) based on simulated data obtained from PharmaSim. Nonetheless, the goal of the exercise is to offer you some valuable experience in drafting a Marketing Plan.
The marketing planning outline below is an adapted form of the Lehmann and Winer outline that is abridged to reflect... [continues]
Cite This Essay
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