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USC-CT THE COMPREHENSIVE AND FULLY INTEGRATED FRAMEWORK FOR CRITICAL THINKING AT THE USC MARSHALL SCHOOL OF BUSINESS Dec 10, 2013 Committee: Debbie MacInnis,

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Presentation on theme: "USC-CT THE COMPREHENSIVE AND FULLY INTEGRATED FRAMEWORK FOR CRITICAL THINKING AT THE USC MARSHALL SCHOOL OF BUSINESS Dec 10, 2013 Committee: Debbie MacInnis,"— Presentation transcript:

1 USC-CT THE COMPREHENSIVE AND FULLY INTEGRATED FRAMEWORK FOR CRITICAL THINKING AT THE USC MARSHALL SCHOOL OF BUSINESS Dec 10, 2013 Committee: Debbie MacInnis, Gita Govahi, Diane Badame, Jody Tolan and Gene Del Vecchio MARKETING ILLUSTRATIONS FOR MICROSOFT Lars Perner BUAD 307 ● Fall, 2014

2 The Marshall Solution: USC-CT The comprehensive and fully integrated framework for critical thinking uses the acronym USC-CT, making it both easy to remember and branded to USC. Instructors can use this framework to help students through the process of U ncovering business problems, challenges and opportunities, S electing the most critical, C reating many potential solutions, C hoosing the one with the most potential, and then T ranslating it into an effective implementation plan. 2 U Uncover the various potential problems, challenges & opportunities vis-à-vis organizational goals. S Select the most critical problem(s), challenge(s) and/or opportunity(ies). Prioritize. C Choose the solution(s) that has the potential to be the most effective. T Translate your solution(s) into an effective implementation plan. C Create a multitude of potential solutions.

3 3 When the goal is to solve complex problems, begin by uncovering an array of potential problems and/or opportunities relative to the organization’s goal/mission. Then clearly/concisely state each while providing relevant, analytical support showing evidence and assumptions. Students can be encouraged to examine issues through instructor led probes, such as…. What is the nature of problems, challenges and opportunities and how does that relate to the overall organizational goal/mission? Who are the stakeholders? Are there differing views on problems, challenges and opportunities? How did this situation arise? Is this a finite event or systemic? Root cause vs. symptoms? Interrelationship? Why is this important? What’s at stake? (e.g., Revenue? Brand image? Goals?) Where does this issue reside? (e.g., Marketing? Sales? Accounting? Finance? Combination?) When did the situation occur, when must it be resolved, is there a window of opportunity? U Uncover the various potential problems, challenges & opportunities vis-à-vis organizational goals. S Select the most critical problem(s), challenge(s) and/or opportunity(ies). Prioritize. C Choose the solution(s) that has the potential to be the most effective. T Translate your solution(s) into an effective implementation plan. C Create a multitude of potential solutions. The Marshall Solution: USC-CT

4 4 When the goal is to solve complex problems, begin by uncovering an array of potential problems and/or opportunities relative to the organization’s goal/mission. Then clearly/concisely state each while providing relevant, analytical support showing evidence and assumptions. Declining demand for desktop and laptop computers; Android and Apple OS are heavily dominant in portable device markets Free/open source software Increasing popularity of Apple Limited adoption of Windows 8 Limited market share of Bing search engine U Uncover the various potential problems, challenges & opportunities vis-à-vis organizational goals. S Select the most critical problem(s), challenge(s) and/or opportunity(ies). Prioritize. C Choose the solution(s) that has the potential to be the most effective. T Translate your solution(s) into an effective implementation plan. C Create a multitude of potential solutions. Example: Microsoft

5 5 U Uncover the various potential problems, challenges & opportunities vis-à-vis organizational goals. S Select the most critical problem(s), challenge(s) and/or opportunity(ies). Prioritize. C Choose the solution(s) that has the potential to be the most effective. T Translate your solution(s) into an effective implementation plan. C Create a multitude of potential solutions. After uncovering the potential problems, challenges and opportunities, we can narrow them down to the most significant. The objective is to prioritize while providing relevant, analytical support. The student should clearly & concisely explain reasoning. Instructor led probes might include… Magnitude: Have you identified/evaluated how big each problem/challenge is vis-à-vis the goal? Quantifiable: Can we quantify their impact through some metric? What data would help to quantify this impact? Have you assessed data needs, sought info, & applied the most appropriate analytical method? Non-Quantifiable: Are there other non-quantifiable issues we need to consider (e.g. gains and losses in brand image, PR, stakeholder psychological commitment?) Interrelationships: Are these issues potentially interrelated? Might one (e.g. today's promotions) impact another one (e.g. tomorrow's brand image)? Cause & effect? The Marshall Solution: USC-CT

6 6 U Uncover the various potential problems, challenges & opportunities vis-à-vis organizational goals. S Select the most critical problem(s), challenge(s) and/or opportunity(ies). Prioritize. C Choose the solution(s) that has the potential to be the most effective. T Translate your solution(s) into an effective implementation plan. C Create a multitude of potential solutions. After uncovering the potential problems, challenges and opportunities, we can narrow them down to the most significant. The objective is to prioritize while providing relevant, analytical support. The student should clearly & concisely explain reasoning. Move from laptop/desktop to portable devices is likely inevitable Limited share of Windows 8 may be the most serious and addressable issue given current realities Bing may be a matter of priority—might integrate its use into other solutions Dealing with open source/free software: Is the strategy of “software as service” (rental) viable? Where should Microsoft seek to make its revenue and margins? (Operating systems, applications, other?) The Marshall Solution: USC-CT

7 7 U Uncover the various potential problems, challenges & opportunities vis-à-vis organizational goals. S Select the most critical problem(s), challenge(s) and/or opportunity(ies). Prioritize. C Choose the solution(s) that has the potential to be the most effective. T Translate your solution(s) into an effective implementation plan. C Create a multitude of potential solutions. Now that we have narrowed down the problems, challenges and/or opportunities to the most significant ones, it is time to generate an array of potential solutions. Then clearly and concisely state each solution while providing relevant analytical evidence & assumptions. Instructor led probes might include… Gather Solutions: What solutions might different stakeholder groups see as viable? What makes them viable from this stakeholder's perspective? Is this a marketing, accounting, finance solution or elsewhere? Combo? Look for Unique Solutions: Knowing what's really motivating stakeholders, are there unique solutions that haven't been considered? (Note: Tools to generate creative approaches are available) Interrelationships. Are some solutions interrelated? Are some more viable in the short vs. long-term? The Marshall Solution: USC-CT

8 8 U Uncover the various potential problems, challenges & opportunities vis-à-vis organizational goals. S Select the most critical problem(s), challenge(s) and/or opportunity(ies). Prioritize. C Choose the solution(s) that has the potential to be the most effective. T Translate your solution(s) into an effective implementation plan. C Create a multitude of potential solutions. Now that we have narrowed down the problems, challenges and/or opportunities to the most significant ones, it is time to generate an array of potential solutions. Then clearly and concisely state each solution while providing relevant analytical evidence & assumptions. Continuation of strategy of showing Windows 8 in the media Seek to gain increased consumer preference for Windows 8 in devices based on experience using Windows 8 on computers Campaign to promote the strengths of the Windows 8 interface Revive campaign emphasizing better value of Windows computer: Same performance; lower prices Develop and promote special capabilities of Bing; integrate into Windows Explorer and Windows 8 for portables Develop Microsoft branded tablets to compete with iPad, Amazon Kindle Set up partnerships to offer more content The Marshall Solution: USC-CT

9 After generating ideas for many potential solutions, we can narrow them down to those that are likely to be the most effective. The solutions should be prioritized using relevant, analytical support, and the reasoning should be clearly & concisely explained. Instructor led probes might include… Magnitude: What is the potential impact of each solution? Quantifiable: What tangible gain/loss does each solution represents in revenue, profit, other? Have you assessed data needs, sought info, and applied the most appropriate analytical method? Non-Quantifiable: Do solutions have intangible gains/losses or consequences? (e.g. Image). Resources: What resources might each solution require? (e.g. money, time, people). Pros/Cons: What are the pros/cons for each in the short vs. long term? Are they interrelated? How would you handle a rebuttal? 9 U Uncover the various potential problems, challenges & opportunities vis-à-vis organizational goals. S Select the most critical problem(s), challenge(s) and/or opportunity(ies). Prioritize. C Choose the solution(s) that has the potential to be the most effective. T Translate your solution(s) into an effective implementation plan. C Create a multitude of potential solutions. The Marshall Solution: USC-CT

10 After generating ideas for many potential solutions, we can narrow them down to those that are likely to be the most effective. The solutions should be prioritized using relevant, analytical support, and the reasoning should be clearly & concisely explained. Promoting the Windows 8 interface for portables through laptop/desktop usage Promoting the strengths of the Windows 8 interface 10 U Uncover the various potential problems, challenges & opportunities vis-à-vis organizational goals. S Select the most critical problem(s), challenge(s) and/or opportunity(ies). Prioritize. C Choose the solution(s) that has the potential to be the most effective. T Translate your solution(s) into an effective implementation plan. C Create a multitude of potential solutions. The Marshall Solution: USC-CT

11 After choosing the most effective solution(s), it is important to translate it into an effective implementation plan in order to identify potential hurdles and unintended consequences. Then adjust plans if needed and clearly and concisely explain rationale. Instructor led probes might include… ID Steps: Have you identified the key steps toward implementing the solution(s)? ID Hurdles: Have you identified potential implementation hurdles (e.g. lack resources) and a remedy? Unintended Consequences: Have you identified potential unexpected events that may result? What’s the potential domino effect? Are you prepare for them? Final Check: Have you conducted a final check/critique of problem/solutions/implementation, looking for logic flaws? Have you considered a third party review? 11 U Uncover the various potential problems, challenges & opportunities vis-à-vis organizational goals. S Select the most critical problem(s), challenge(s) and/or opportunity(ies). Prioritize. C Choose the solution(s) that has the potential to be the most effective. T Translate your solution(s) into an effective implementation plan. C Create a multitude of potential solutions. The Marshall Solution: USC-CT

12 After choosing the most effective solution(s), it is important to translate it into an effective implementation plan in order to identify potential hurdles and unintended consequences. Then adjust plans if needed and clearly and concisely explain rationale. World-wide campaign to promote Windows 8 for laptops/desktops –Advertising of strengths –“Surprisingly affordable” campaign showing value rather than emphasizing lower price relative to Apple Upgrade incentives –Discounts »Coupon for discount on Windows 8 cell phone with computer upgrade to Windows 8 and/or purchase of a new Windows 8 based computer –Other software offers 12 U Uncover the various potential problems, challenges & opportunities vis-à-vis organizational goals. S Select the most critical problem(s), challenge(s) and/or opportunity(ies). Prioritize. C Choose the solution(s) that has the potential to be the most effective. T Translate your solution(s) into an effective implementation plan. C Create a multitude of potential solutions. The Marshall Solution: USC-CT


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