Instructional Week Topic Chapter Resource (M.B.A.) 1.1 Overview and Benefits of Marketing Strategy Instructor Slides 1 1.2 Overview of First Approach Instructor Slides 1 Principle’s (con’t) 2.1 Overview of MeXL Instructor Slides 2 Principle 1: All Customers are Different  Managing Customer 2.2 Instructor Slides 2 Heterogeneity Instructor Slides- 3.1 Cluster Anlaysis Concept 2 Analytics 3.2 Cluster Anlaysis Demonstration MeXL (Dentmax Case) 2 Pacific Case 4.1 Cluster Anlaysis Application Case Assignment Instructor Slides- 4.2 Positioning Maps Concepts and Demonstration 2 Analytics Instructor Slides- 5.1 Positioning Maps Demonstration 3 Analytics MeXL (Infiniti Case) 5.2 Positioning Maps Applications Case Demonstration Principle 2: All Customers Change  Managing Customer 6.1 Instructor Slides 3 Dynamics Instructor Slides- 6.2 Choice Models and Logistic Regression Concept Analytics 7.1 Choice Models and Logistic Regression Demonstration MeXL (TKL Case) 3 7.2 Choice Models and Logistic Regression Case ABB Case Assignment Principle 3: All Competitors React Managing Sustainable  8.1 Instructor Slides 4 Competitive Advantage Principle 3 Managing Brand-Based Competitive (con’t): 8.2 Instructor Slides 5 Advantage Principle 3 Managing Offering-Based Competitive (con’t): 9.1 Instructor Slides 6 Advantage Instructor 9.2 Conjoint Concept 6 Analytics 10.1 Conjoint Demonstration MeXL (Exteriors Case) 10.2 Conjoint Concept and Demonstration Kirin Case Assignment 6 Principle 3 Managing Relationship-Based Competitive (con’t): 11.1 Instructor Slides 7 Advantage Principle 4: All Resources are Limited Managing Resource  11.2 Instructor Slides 8 Tradeoffs Instructor 12.1 Response Models Concept Analytics Analytic Technique, 12.2 Response Models Demonstration MeXL (BRT Tribune Case) Syntex Case 13.1 Response Models Case Assignment 13.2 Integrating the Four Principles Instructor Slides 9 14.1 Review of Analytic Techniques Instructor Slides
Analytics Analytics Week Topic Instructional Resource (M.B.A.) Chapter 1.1 Overview and Benefits of Marketing Strategy Instructor Slides 1 1.2 Overview of First Principle’s Approach (con’t) Instructor Slides 1 2.1 Overview of MeXL Instructor Slides 2 2.2 Principle 1: All Customers are Different  Managing Customer Heterogeneity Instructor Slides 2 3.1 Cluster Anlaysis Concept Instructor Slides- Analytics 2 3.2 Cluster Anlaysis Demonstration MeXL (Dentmax Case) 2 4.1 Cluster Anlaysis Application Case Pacific Case Assignment 4.2 Positioning Maps Concepts and Demonstration Instructor Slides- Analytics 2 5.1 Positioning Maps Demonstration Instructor Slides- Analytics 3 5.2 Positioning Maps Applications Case MeXL (Infiniti Case) Demonstration 6.1 Principle 2: All Customers Change  Managing Customer Dynamics Instructor Slides 3 6.2 Choice Models and Logistic Regression Concept Instructor Slides- Analytics 7.1 Choice Models and Logistic Regression Demonstration MeXL (TKL Case) 3 7.2 Choice Models and Logistic Regression Case ABB Case Assignment 8.1 Principle 3: All Competitors React  Managing Sustainable Competitive Advantage Instructor Slides 4 8.2 Principle 3 (con’t): Managing Brand-Based Competitive Advantage Instructor Slides 5 9.1 Principle 3 (con’t): Managing Offering-Based Competitive Advantage Instructor Slides 6 9.2 Conjoint Concept Instructor 6 10.1 Conjoint Demonstration MeXL (Exteriors Case) 10.2 Conjoint Concept and Demonstration Kirin Case Assignment 6 11.1 Principle 3 (con’t): Managing Relationship-Based Competitive Advantage Instructor Slides 7 11.2 Principle 4: All Resources are Limited  Managing Resource Tradeoffs Instructor Slides 8 12.1 Response Models Concept Instructor 12.2 Response Models Demonstration Analytic Technique, MeXL (BRT Tribune Case) 13.1 Response Models Case Syntex Case Assignment 13.2 Integrating the Four Principles Instructor Slides 9 14.1 Review of Analytic Techniques Instructor Slides