15.810 | Fall 2010 | Graduate

Marketing Management

Calendar

SES # TOPICS DUE DATES
A. Analyzing markets and identifying opportunities
1 Introduction and company analysis  
2 Competitive analysis Marketing survey due
3 Customer analysis I Assignment 1 due
4 Customer analysis II and III: Value to the customer and customer lifetime value  
B. Developing marketing strategy
5 Developing market strategy  
6 Segmentation, targeting and positioning Assignment 2 due
7 EVC-based strategy  
8 STP-based strategy and IBS Assignment 3 due
9 IBS, social responsibility and marketing  
10 Branding  
11 Developing marketing strategy for innovation Case-write up due
C. Formulating marketing programs
12 Product  
13 Marketing products for multi-sided demand markets Assignment 4 due
14 Price  
15 Promotion Project proposal due
16 Distribution  
D. Special topics
17 International market entry  
18 International branding  
19 Course summary  
20 Team presentations Final project due

Course Info

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As Taught In
Fall 2010
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Lecture Notes
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Written Assignments