The International Marketing Promotion Allocation Workshop: An Internship at The Upjohn Company
Loading...
Authors
Stibal, Christine
Issue Date
1984
Type
Thesis
Language
en_US
Keywords
Alternative Title
Abstract
My project while at Upjohn was to design a computer simulation game
for Ian Stockdale, Hospital Marketing Manager, and David Harmelink,
Product Manager, of the International Marketing Planning unit. The game
is basically a computerization of a seminar that is used in
International Marketing's Planning Workshops for subsidiaries. In these
workshops, which last two to three weeks, at least a day and a half was
spent on this seminar. In the seminar, the subsidiary representatives
try to allocate the money in an imaginary promotional budget across a
set of products and promotional types so that their sales are optimized.
This involves many simple but time consuming calculations. The program
that I wrote should decrease the amount of time necessary to work
through the seminar (or International Marketing Promotion Allocation
Workshop, as it is officially titled). The program also calculates
expected sales based upon promotion for each product as a tool for
evaluating the promotional plan developed in the seminar. This had
previously not been a part of the seminar, but was considered to be one
of the more important reasons for having it computerized.
Description
iv, 58 p.
Citation
Publisher
Kalamazoo College
License
U.S. copyright laws protect this material. Commercial use or distribution of this material is not permitted without prior written permission of the copyright holder.