Introduction to Strategy, Marketing and Leadership

This course starts with the most fundamental question of ‘ What is strategy?’ You will study about effective strategies and the concept of industry attractiveness. You will learn to define and articulate strategy and its application in delivering value. As the course progresses you will be introduced with classic marketing principles such as features/benefits, the 3 Cs, segmenting and defining a target market, and the 4 Ps. It then shifts to differentiating and honoring both management and leadership skills, diving in on each element of the POLC[S] model of managerial excellence.

Faculty

Prof. Phillip Leslie

Prof. Phillip Leslie

Professor

Phillip is a business economist with expertise in strategic management, the applied econometrics of data analytics, demand pricing and information disclosure. His work on pricing has examined how firms can implement practical strategies for consumer-specific pricing. Much of this work has been in the context of event ticketing, making Phillip a leading expert on ticket pricing.

Phillip has also written a series of papers on information disclosure as a policy tool. For example, in one study he shows that restaurant hygiene grade cards caused a 20% decrease in the number of people admitted to hospital with food-related illnesses. Another study shows that consumers at Starbucks reduced calorie purchases by 6% due to calorie posting on the menus.

In other research, Phillip has written about managerial incentives in private equity, consumer boycotts, inspection design and the behavior of inspectors, and the returns to education. His research is published in the American Economic Journal, American Economic Review, Journal of Labor Economics, Quantitative Marketing and Economics, Quarterly Journal of Economics and the RAND Journal of Economics.

Phillip is a Research Associate of the National Bureau of Economic Research. At Anderson he teaches strategic management and he is an experienced executive education teacher.

Education

Ph.D. Economics, 1999, Yale University

M.Phil. Economics, 1996, Yale University

M.A. Economics, 1994, Yale University

  1. Comm. Economics, Honors 1993, University of Melbourne
  2. Comm. Economics, First Class Honors 1991, University of Melbourne
Prof. Suzanne Shu

Prof. Suzanne Shu

Professor

Suzanne Shu’s research investigates how individuals form judgments and make decisions in uncertain environments. She is especially interested in judgments and decisions that occur over long timeframes. The types of decisions analyzed in her research include consumer self-control problems and consumption timing issues, with important implications for both negative behaviors (such as procrastination) and positive behaviors (such as saving).

Professor Shu received a PhD from the University of Chicago in 2004, where her studies included behavioral economics, decision sciences, and marketing. She also holds a degree in Electrical Engineering and Masters in Electrical Engineering from Cornell University.

In addition to her work in academia, Professor Shu has worked as a product line manager, an IT project manager, and as a management consultant in sales force design. She also consults for financial services companies and insurance providers on behavioral influences on consumers’ financial decisions. Before arriving at UCLA, Professor Shu taught marketing and decision making courses to MBA students at the University of Chicago, Southern Methodist University, and INSEAD.

 

Prof. Miguel Unzueta

Prof. Miguel Unzueta

Professor

Miguel Unzueta is an Associate Professor of Management and Organizations at UCLA Anderson School of Management. His research explores how people understand their position within social and interpersonal hierarchies and the impact this understanding has on their perceptions of self, others, and group-based inequality.

Professor Unzueta teaches the core organizational behavior course for full-time MBA students (@MGMT 409). In 2010, he was awarded the George Robbins Assistant Professor Teaching Award.  More recently, he was selected by Poets & Quants as one of the best 40 business school professors under age 40.

Professor Unzueta is currently serving on the editorial board of Aztlán: A Journal of Chicano Studies and is a member of the Riordan Programs’ advisory board.

Course Learning Objectives:

By the end of this course, you will be able to:

  • Compose a draft strategy statement for a start-up company, stating how it will create, capture, and deliver value.
  • Based on research, create a value map comparing the relative strengths of two competitors that shows six to eight characteristics.
  • Adjust Total Cost, Price, and Firm Profit for a specific customer, focusing on capturing maximum value.
  • Use Five Forces Analysis to determine the attractiveness of a given industry.
  • Build on an existing draft to refine a strategy statement so that it expresses in detail how the company is unique in its approach to creating, capturing, and delivering value.
  • Propose at least one way to improve the situation so as to deliver more value, given circumstances describing how a company is failing to deliver maximum value to its customers.
  • Distinguish between a product’s features and its benefits to customers.
  • Conduct the first part of a situational analysis for a particular product, including the first two Cs, company and competition.
  • Describe in detail the third C, customers, who together form a target market for a new product, given some general facts about the product.
  • Write a positioning statement that includes the target summary, product offer, competitive alternatives, and support.
  • Analyze the “4 Ps” of a marketing plan – product, price, promotion, and place – to accurately describe each element.
  • Research the size of potential, addressable, and target markets for a particular product.
  • Plan specific steps to bridge the gap between the current state and the desired state bringing both managerial and leadership skills to bear.
  • Create a RACI chart that shows how work on specific tasks should be allocated.

Syllabus

Understanding Strategy

Learning Objectives: As a result of participating in this module, you will be able to:

  • Compose a draft strategy statement for a start-up company, stating how it will create, capture, and deliver value.
  • Based on research, create a value map comparing the relative strengths of two competitors that shows six to eight characteristics.
  • Adjust Total Cost, Price, and Firm Profit for a specific customer, focusing on capturing maximum value.

Module Components:

Video Lectures:

  • Understanding Strategy – Art and Science
  • Creating Value
  • Capturing Value

Readings:

  • Crafting Strategy That Measures Up
  • Porter’s Strategy Framework
  • Akbank Case Study
  • Value Proposition

Case Study:

  • Drastic Publishing 

Quiz:

  • Understanding and Crafting Strategy

Developing Strategy

Learning Objectives: As a result of participating in this module, you will be able to:

  • Use Five Forces Analysis to determine the attractiveness of a given industry.
  • Build on an existing draft to refine a strategy statement so that it expresses in detail how the company is unique in its approach to creating, capturing, and delivering value.
  • Propose at least one way to improve the situation so as to deliver more value, given circumstances describing how a company is failing to deliver maximum value to its customers.

Module Components:

Video Lectures:

  • Industry Attractiveness
  • Strategy Articulation

Readings:

  • Porter’s Five Forces – Strategy Framework
  • Delivering Value
  • Rethinking Strategy for an Age of Digital Disruption

Case Study:

  • Drastic Publishing 

Quiz:

  • Developing Strategy

Marketing Strategy

Learning Objectives: As a result of participating in this module, you will be able to:

  • Distinguish between a product’s features and its benefits to customers.
  • Conduct the first part of a situational analysis for a particular product, including the first two Cs, company and competition.
  • Describe in detail the third C, customers, who together form a target market for a new product, given some general facts about the product.

Module Components:

Video Lectures:

  • Introduction to Marketing and Key Frameworks
  • Situation Analysis
  • Marketing Segmentation & Targeting

Readings:

  • Understanding Marketing – Definitions
  • Understanding Marketing – Frameworks
  • SWOT Analysis
  • Importance of Segmentation & Targeting in Marketing

Case Study:

  • Drastic Publishing 

Quiz:

  • Marketing Concepts

Branding Strategy

Learning Objectives:

As a result of participating in this module, you will be able to:

  • Write a positioning statement that includes the target summary, product offer, competitive alternatives, and support.
  • Analyze the “4 Ps” of a marketing plan – product, price, promotion, and place – to accurately describe each element.
  • Research the size of potential, addressable, and target markets for a particular product.

Module Components:

Video Lectures:

  • Brand Positioning
  • Product Branding and Distribution Channels
  • Pricing and Promotion

Readings:

  • Competitive Positioning – Innovation Warehouse
  • Value of Branding
  • Lifestyle Branding – Engagement and the Total Experience
  • Developing a Brand
  • Branding Strategies
  • The 4 P’s of Effective Marketing

Case Study:

  • Drastic Publishing 

Quiz:

  • Branding Concepts

Management and Leadership Principles

Learning Objectives:

As a result of participating in this module, you will be able to:

  • Plan specific steps to bridge the gap between the current state and the desired state bringing both managerial and leadership skills to bear.
  • Create a RACI chart that shows how work on specific tasks should be allocated.

Module Components:

Video Lectures:

  • Defining Management and Leadership
  • Strategic Planning
  • Organizing and Allocating Resources

Readings:

  • Top 10 Leadership qualities of a Project Manager
  • Strategic Leadership: The Essential Skills
  • Relationship between Personality and Managerial Performance
  • The Leadership Traits and Skills of Eastern Indian And Afghan Women

Case Study:

  • Drastic Publishing 

Quiz:

  • Management & Leadership Principles

Support

Please email support@northwest.academy for any support required with respect to the program, course or platform.