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