Lecture Notes

Slides for select lectures are available below.

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