Course Structure for Undergraduate Marketing Strategy/Management Below, we present a detailed course structure for a 28 session undergraduate course. If the course is taught over 14 weeks, the class will meet twice a week, and cover two sessions in a week. If the course is taught over 7 weeks, the class will meet twice a week, and cover four sessions in a week (i.e. two sessions in each meeting). Moreover, we provide a detailed breakdown of session number, topic, instructional resource needed, and chapter, for each session. Session Week Topic Instructional Resource Chapter 1 1.1 Overview and Benefits of Marketing Strategy Instructor Slides 1 2 1.2 Overview of First Approach Instructor Slides 1 Principle’s (con’t) Principle 1: All Customers are Different  Managing 3 2.1 Instructor Slides 2 Customer Heterogeneity Analytic Technique, MeXL 4 2.2 Segmentation and Targeting Concept and Demonstration 2 (Dentmax Case) DentMax Case Replication 5 3.1 Markstrat Session 1 and/or Case Assignment Assignment 6 3.2 Positioning Concepts and Demonstration Analytic Technique 2 MeXL (Infiniti Case) 7 4.1 Markstrat Session 2 and/or Case Assignment Demonstration Principle 2: All Customers Change  Managing Customer 8 4.2 Instructor Slides 3 Dynamics 9 5.1 Markstrat Session 3 and/or Case Analytic Technique, MeXL 10 5.2 Choice Models Concept and Demonstration 3 (TKL Case) TKL Case Replication 11 6.1 Markstrat Session 4 and/or Case Assignment Principle 3: All Competitors React  Managing 12 6.2 Instructor Slides 4 Sustainable Competitive Advantage 13 7.1 Markstrat Session 5 and/or Case Principle 3 Managing Brand-Based Competitive (con’t): 14 7.2 Instructor Slides 5 Advantage 15 8.1 Markstrat Session 6 and/or Case Principle 3 Managing Offering-Based Competitive (con’t): 16 8.2 Instructor Slides 6 Advantage 17 9.1 Markstrat Session 7 and/or Case Analytic Technique, MeXL 18 9.2 Conjoint Concept and Demonstration 6 (Exteriors Case) Exteriors Case Replication 19 10.1 Markstrat Session 8 and/or Case Assignment Principle 3 Managing Relationship-Based (con’t): 20 10.2 Instructor Slides 7 Competitive Advantage 21 11.1 Markstrat Session 9 and/or Case
Course Structure for Undergraduate Marketing Strategy/Management Below, we present a detailed course structure for a 28 session undergraduate course. If the course is taught over 14 weeks, the class will meet twice a week, and cover two sessions in a week. If the course is taught over 7 weeks, the class will meet twice a week, and cover four sessions in a week (i.e. two sessions in each meeting). Moreover, we provide a detailed breakdown of session number, topic, instructional resource needed, and chapter, for each session. Session Week Topic Instructional Resource Chapter 1 1.1 Overview and Benefits of Marketing Strategy Instructor Slides 1 2 1.2 Overview of First Principle’s Approach (con’t) Instructor Slides 1 3 2.1 Principle 1: All Customers are Different  Managing Customer Heterogeneity Instructor Slides 2 4 2.2 Segmentation and Targeting Concept and Demonstration Analytic Technique, MeXL (Dentmax Case) 2 5 3.1 Markstrat Session 1 and/or Case Assignment DentMax Case Replication Assignment 6 3.2 Positioning Concepts and Demonstration Analytic Technique 2 7 4.1 Markstrat Session 2 and/or Case Assignment MeXL (Infiniti Case) Demonstration 8 4.2 Principle 2: All Customers Change  Managing Customer Dynamics Instructor Slides 3 9 5.1 Markstrat Session 3 and/or Case 10 5.2 Choice Models Concept and Demonstration Analytic Technique, MeXL (TKL Case) 3 11 6.1 Markstrat Session 4 and/or Case TKL Case Replication Assignment 12 6.2 Principle 3: All Competitors React  Managing Sustainable Competitive Advantage Instructor Slides 4 13 7.1 Markstrat Session 5 and/or Case 14 7.2 Principle 3 (con’t): Managing Brand-Based Competitive Advantage Instructor Slides 5 15 8.1 Markstrat Session 6 and/or Case 16 8.2 Principle 3 (con’t): Managing Offering-Based Competitive Advantage Instructor Slides 6 17 9.1 Markstrat Session 7 and/or Case 18 9.2 Conjoint Concept and Demonstration Analytic Technique, MeXL (Exteriors Case) 6 19 10.1 Markstrat Session 8 and/or Case Exteriors Case Replication Assignment 20 10.2 Principle 3 (con’t): Managing Relationship-Based Competitive Advantage Instructor Slides 7 21 11.1 Markstrat Session 9 and/or Case