Slides for select lectures are available below.
Lecture notes files.
| SES # |
TOPICS |
LECTURE NOTES |
| A. Analyzing markets and identifying opportunities |
| 1 |
Introduction and company analysis |
(PDF) |
| 2 |
Competitive analysis |
|
| 3 |
Customer analysis I |
(PDF) |
| 4 |
Customer analysis II and III: Value to the customer and customer lifetime value |
(PDF - 1.6MB) |
| B. Developing marketing strategy |
| 5 |
Developing market strategy |
|
| 6 |
Segmentation, targeting and positioning |
(PDF) |
| 7 |
EVC-based strategy |
|
| 8 |
STP-based strategy and IBS |
|
| 9 |
IBS, social responsibility and marketing |
(PDF) |
| 10 |
Branding |
(PDF - 9.1MB) (Courtesy of John Gerzema. Used with permission.) |
| 11 |
Developing marketing strategy for innovation |
|
| C. Formulating marketing programs |
| 12 |
Product |
(PDF) |
| 13 |
Marketing products for multi-sided demand markets |
|
| 14 |
Price |
|
| 15 |
Promotion |
|
| 16 |
Distribution |
|
| D. Special topics |
| 17 |
International market entry |
|
| 18 |
International branding |
|
| 19 |
Course summary |
|
| 20 |
Team presentations |
|
