Lecture Notes

SES # TOPICS LECTURE NOTES
1 The Marketing Framework: 4 P’s and 5 C’s Lecture 1: Strategic Positioning (PDF - 2.2MB)
2 Snapple (4 P’s, Entrepreneurs vs. Corporate)  
3 Marketing Analytics Lecture 3: Marketing Analytics (PDF - 2.0MB)
4 In‐class Project Meetings: Topic and Customer Identification. Lecture 4: Action Learning Project (PDF)
5 BBVA Compass: Marketing Resource Allocation (Analytics)  
6 Consumer Psychology: Framing and Schema Lecture 6: Consumer Behavior Theory (PDF - 3.0MB)
7 Brita Products Company (Positioning, Disruptive New Product)  
8 Special Guest: Richard Choi, Dir., Chevrolet Global Brand Strategy Lecture 8: Product Design and Customer Voice (PDF)
9 Project Groups Meet on their Own to Finalize Topics.  
10 Product: Design and Voice of the Customer Lecture 10: Pricing (PDF - 2.1MB)
11 Pricing: Concepts and Analytics (Including Conjoint Analysis)  
12 Aqualisa Quartz: Simply a Better Shower (Product, Place)   
13 The New York Times Paywall (Pricing)  
14 Promotion: Communications to and from Customers Lecture 14: Promotion (PDF - 2.2MB)
15 Special Guest: Sahver Binici, Founder, Olivita Artisan  
16 Swatch (Advertising, Framing, Integration, 4 P’s)  
17 In‐class Project Meetings: Report on VOC and Finalize Projects. Lecture 17: Project Review (PDF)
18 Aravind Eye Hospital, Madurai, India (Place and Integration)  
19 Dove: Brand Evolution (Societal Issues, Social Media)  
20 Synthesis Lecture 20: Review and Synthesis of Marketing (PDF - 1.4MB)

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

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