Peer Review

Novartis, commercial strategy for success

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Reviewed:: May 23, 2011 by Business

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Ratings

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Content Quality:

Effectiveness:

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Overview:: This is an interactive case study, based in the pharmaceutical industry, for Novartis, Spain. The task of the student is to plan a sales and marketing strategy. Students take on an advisory role to the Sales Manager of Novartis, a drug agency in Spain. Students are charged with developing a new sales strategy to confront the new challenges faced by Novartis.
Type of Material:: Interactive Case Study
Recommended Uses:: This module would fit well within an undergraduate or graduate sales/sales management course, as well as a capstone marketing course or other course that examines marketing analytics.
Technical Requirements:: Browser; Adobe reader for PDF pre-requisite/support materials. The authors report that it will take 90 minutes to complete the case.
Identify Major Learning Goals:: To design a new sales force and promotional activities associated with a launch of a new product without damaging the position or market share of the other products existing in this market. Students apply knowledge gained in promotional strategy courses and discussion to an interactive case of an existing corporation.
Target Student Population:: This could be used in an IMC course, Promotional Strategy course, or even a capstone marketing course. It would be appropriate for upper-level undergraduate students, or possibly MBA students. Students that would find this material useful are marketing and strategy students.
Prerequisite Knowledge or Skills:: Students need to have sufficient financial and strategy foundation understanding to fully comprehend the decisions being made in the simulation modeling. The authors recommend prior reading of the paper-based case prior to completing the multimedia version of the case. A paper version is accessible via the main page of this module.

Content Quality

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Strengths:: This multimedia case has a reference library section, accessible from the home page, where students can access useful information and a glossary. This case is inclusive, well-designed, and self-contained.
Concerns:: Undergraduate students might need some assistance in the initial applications and decisions, NOT the use/execution of the case study.

Potential Effectiveness as a Teaching Tool

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Strengths:: The case provides good background information for students, and set the stage. However, undergraduate students might need some additional guidance. Students are exposed to a wide variety of decisions such as: total number of physicians, number of lines, physicians' distribution, number of products per line, promotional grids, and frequency of the calls.
Concerns:: For some decisions, the module will not allow students to proceed further until a decision has been made. This prevents students from exploring ahead of the order presented. The case is quite detailed, and will take some time to work through. Undergraduate students may become frustrated before completing the requirements to get results.

Ease of Use for Both Students and Faculty

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Strengths:: The module clearly highlights the data and other variables of interest. This feature makes it easy for students to find the right information in order to base their decisions and strategies. Further, it is very easy to make decisions by clicking and dragging arrows. The interface is very user-friendly. This case is very interactive, and the subject matter is something that today's students can easily understand and relate to.
Concerns:: Instructors are advised to show students how to convert currency from Euros to their own currency (if the analysis should be in something other than Euros). It is quite detailed, and as previously stated will take some time to work through. Students might get discouraged if they don't get results as quickly as they might expect.

Other Issues and Comments:: Some of the PDF files are large, and take time to download--given that we're in the US, and the documents are in Spain. It might be helpful to tell students about this before beginning the case activities. Since this case is based in Spain, the currency used is Euro--students should be advised. This is NOT a major issue, but just something instructors should be sure to point out to students, as some might not be so perceptive on their own.
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