LEC # | Topics | Readings/Key Dates |
---|---|---|
1 | Introduction | |
2 | Marketing Philosophies & Core Concepts | Marketing strategy: An overview |
3 | Knowing your customer: segmenting, targeting & positioning | Ch. 8: Market Segmentation, Targeting, and Positioning for Competitive Advantage. |
4 | CASE STUDY: Calyx & Corolla | Calyx & Corolla case study |
5 | Product Design & Branding | Ch. 9: Designing Products Storytelling: A new way to get close to your customer Spark innovation through empathic design |
6 | CASE STUDY: Black & Decker | Black & Decker case study |
7 | Market Research I: Conjoint Analysis | |
8 | CASE STUDY: Intuit |
Intuit case study Customer Service: The Last Word |
9 | Market Research II: Survey Design | |
10 | Market Research III: Forecasting Demand | |
11 | CASE STUDY: Optical Distortion, Inc. | Optical Distortion case study |
12 | Consumer Behavior |
Influence: Chapters 1 and epilogue Get Closer to Your Customers by Understanding How They Make Choices |
13 | Consumer Behavior | |
14 | MID TERM EXAM | |
15 | Discuss exam / Marketing Channels | Why We Buy: Chapters 2,8,9,10 |
16 | Pricing: core concepts | |
17 | Pricing: psychological considerations | |
18 | CASE STUDY: Southwest Airlines | Southwest Airlines case study |
19 | Advertising | |
20 | Advertising | |
21 | CASE STUDY: Swatch | Swatch case study |
22 | Competition | Ch. 19: Creating Competitive Advantage Creative strategies for responding to competitive actions |
23 | Class Presentations of Group Project | PROJECT WRITE-UPS DUE |
24 | Class Presentations (continued) | |
25 | Marketing Ethics & Course Overview | Ch. 22: Marketing and Society |
26 | IN CLASS FINAL | TAKE HOME PROBLEM DUE |