Preliminary Course Schedule Fall 2007-08

Date / Topic / In-Class / Assignments / Supporting Reading
Tuesday
9/25 / Introduction / The Marketing Concept hand-out (web-site) / Consider case discussion questions / Putting the Customer First – Always
Shedding the Commodity Mindset
Friday
9/28 / Marketing Math / Marketing Math hand-out (web-site)
Case: Bros Cord and Wire Company / Consider case discussion questions / Basic Quantitative Analysis for Marketing
Tuesday
10/2 / Market Analysis / Market Analysis hand-out (web-site)
McDonalds Discussion / Break-Even Assignment due (web-site) / Customer Intimacy and other Value Disciplines
Opportunity Analysis Notes
Friday
10/5 / Segmentation, Targeting and Positioning / Segmentation, Targeting, Positioning hand-out (web-site) / A Segmentation You Can Act On
Tuesday
10/9 / Segmentation,
Targeting and
Positioning / STP handout (cont.) / Datril Write-up due (web-site) / Rediscovering Market Segmentation
Friday
10/12 / Segmentation,
Targeting and
Positioning / Datril Case Debrief / None
Date / Topic / In-Class / Assignments / Supporting Reading
Tuesday
10/16 / Segmentation,
Targeting and
Positioning / STP handout (cont.)
Case: USIR / Consider USIR case questions
Friday
10/19 / Segmentation,
Targeting and
Positioning / Calyx & Corolla Debrief / Calyx & Corolla Write-up due
Tuesday
10/23 / Marketing Research, Consumer Behavior / TIVO Case (web-site) / Consider TIVO case discussion questions / Marketing Research: What is Marketing Research
Friday
10/26 / Marketing Research, Consumer Behavior / TIVO Case (cont.) / “You Pick”
TIVO Product Design Write-up
Tuesday
10/30 / Marketing Analysis
Friday
11/2 / Product/Service / Designing and Branding hand-out (web-site) / Product Policy
Discovering New Points of Differentiation
Tuesday
11/6 / Product/Service / Apple iTunes case (web-site) / Consider Apple case questions
“You Pick”
Apple Product Design Assignment / The New Appeal of Private Label
The New Brand Report Card
Friday
11/9 / Product/Service / Catch Up Day
Date / Topic / In-Class / Assignments / Supporting Reading
Tuesday
11/13 / Pricing / Pricing hand-out
(web-site) / None / Note on Pricing
Setting Value, Not Price
Friday
11/16
Week of 11/19 / Pricing
No Class
Thanksgiving / Unilever Brazil case
(case handed out in class) / “You Pick”
Unilever Write-up / “The Fortune at the Bottom of the Pyramid”
Tuesday
11/27 / Promotions / Promotions Strategy
Hand-out (web-site) / None
Friday
11/30 / Channels / Invisalign Case
(web-site) / Consider Invisalign case questions / Strategic Issues in Distribution
Make Your Dealers Your Partners
Tuesday
12/4 / Integrated Marketing / Debrief Colgate / Colgate Case
Write-up due
Final Exam Distributed
Friday
12/7 / Personal
Application / Marketing Yourself
Hand-out (web-site) / None
Tuesday
12/11 / Final Exam Due
5:00 PM