Calendar

SES # TOPICS ACTIVITY TYPE KEY DATES
1 The Marketing Framework: 4 P’s and 5 C’s Frameworks Photo Submission
2 Snapple (4 P’s, Entrepreneurs vs. Corporate) Case

Form Case Preparation Groups

Snapple Case Write-up due

3 Marketing Analytics Frameworks Problem Sets Out
4 In‐class Project Meetings: Topic and Customer Identification. Practice  
5 BBVA Compass: Marketing Resource Allocation (Analytics) Case BBVA Compass Case Write-up due
6 Consumer Psychology: Framing and Schema Frameworks  
7 Brita Products Company (Positioning, Disruptive New Product) Case Brita Case Write-up due
8 Special Guest: Richard Choi, Dir., Chevrolet Global Brand Strategy Practice  
9 Project Groups Meet on their Own to Finalize Topics. Practice  
10 Product: Design and Voice of the Customer Frameworks  
11 Pricing: Concepts and Analytics (Including Conjoint Analysis) Frameworks  
12 Aqualisa Quartz: Simply a Better Shower (Product, Place) Case Aqualisa Quarz Case Write-up due
13 The New York Times Paywall (Pricing) Case  
14 Promotion: Communications to and from Customers Frameworks NY Times Paywall Case Write-up due
15 Special Guest: Sahver Binici, Founder, Olivita Artisan Practice  
16 Swatch (Advertising, Framing, Integration, 4 P’s) Case Swatch Case Write-up due
17 In‐class Project Meetings: Report on VOC and Finalize Projects. Practice  
18 Aravind Eye Hospital, Madurai, India (Place and Integration) Case  
19 Dove: Brand Evolution (Societal Issues, Social Media) Case  
20 Synthesis Frameworks

Action Learning Exercise due

Synthesis Assignment due

Eligible for case write‐up. One write‐up in H1; one write‐up in H2.

Course Info

Learning Resource Types

assignment Written Assignments