Course Structure for Undergraduate Marketing Analytics 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. Instructional Resource Week Topic Chapter (B.S.) 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 DentMax Case 4.1 Cluster Anlaysis Application Case Replication 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 TKL Case Replication 7.2 Choice Models and Logistic Regression 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 10.1 Conjoint Demonstration MeXL (Exteriors Case) Exteriors Case 10.2 Conjoint Concept and Demonstration 6 Replication Assignment 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
Course Structure for Undergraduate Marketing Analytics 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. Week Topic Instructional Resource (B.S.) 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 DentMax Case Replication 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 TKL Case Replication 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 Exteriors Case Replication 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