Topic Case Reading Due # CLASS Introduction to Marketing 1 Course Requirements Aug. 31 Mon. Mini Case: Cow 1,2, 7 2 Marketing Fundamentals Wow (on Latte) Sept. 2 Wed. 8 ,Low Tech 3 Creating Value: Integrated Marketing Strategy Black & Decker Math Sept. 9 Wed. 4 Creating Value: Rise and Fall of a Brand Snapple 9, 10 Sept. 10 Thurs. Montreaux Quantitative 5 Creating Value: Using Market Research Chocolates 3, 5 Assignment Sept. 16 Wed. Consumer Behavior Exercise Interview 6 Creating Value: Choosing Your Customers A-F Assignment Sept. 21 Mon. Creating Value: Positioning and Product Case Write-Up (or 7 Strategies Clean Edge Razors 7 Oct. 26) Sept. 29 Tues. 8 Creating Value: Segmentation and Targeting Cyworld 11 Sept. 30 Wed. Communicating the Value Proposition: New vs. 9 Old Media BMW Roadster 15, 16 Oct. 7 Wed. 10 Communicating Value: Evolution of a Brand Dove 17 IMC Campaigns Oct. 12 Mon. Teams must be 11 Communicating Value: Public Relations Nike formed Oct. 14 Wed. 12 Going to Market: Distribution and Market Sizing Biopure 13 Q. 1 Decisions Oct. 19 Mon. 13 Going to Market: Distribution Channels Stihl Oct. 21 Wed. Q. 2 Decisions Case Write-Up (or 14 Going to Market: Integrated Marketing Aqualisa Sept. 29) Oct. 26 Mon. Mini Case: Health 15 Pricing to Capture Value Cruises (on Latte) 12 Oct. 28 Wed. 16 Pricing to Capture Value Virgin Mobile Q. 3 Decisions Nov. 2 Mon. Springfield Quantitative 17 Pricing to Capture Value: Services Nor’easters 11 Assignment Nov. 4 Wed. Q. 4 Decisions Going Global: Does Your Value Proposition Case Write-Up (or 18 18 Travel? Disney Nov. 18) Nov. 9 Mon. Managing Customers for Profit: Declining 19 Markets Hunter 10 Nov. 11 Wed. 20 Managing Customers for Profit: CRM Harrah's 4 Q. 5 Decisions Nov. 16 Mon. Case Write-Up (or 21 Sustaining Value: Competition Coca-Cola Brazil 18 Nov. 9) Nov. 18 Wed. Sustaining Value: Integrated Marketing 22 Strategies Marvel Q. 6 Decisions Nov. 23 Mon. 23 Nov. 30 Review Mon. Presentation Slides 24 Dec. 2 PRESENTATIONS – Industry A due for all groups Wed.
CLASS # Topic Case Reading Due 1 Aug. 31 Mon. Introduction to Marketing Course Requirements 2 Sept. 2 Wed. Marketing Fundamentals Mini Case: Cow Wow (on Latte) 1,2, 7 3 Sept. 9 Wed. Creating Value: Integrated Marketing Strategy Black & Decker 8 ,Low Tech Math 4 Sept. 10 Thurs. Creating Value: Rise and Fall of a Brand Snapple 9, 10 5 Sept. 16 Wed. Creating Value: Using Market Research Montreaux Chocolates 3, 5 Quantitative Assignment 6 Sept. 21 Mon. Creating Value: Choosing Your Customers Consumer Behavior Exercise A-F Interview Assignment 7 Sept. 29 Tues. Creating Value: Positioning and Product Strategies Clean Edge Razors 7 Case Write-Up (or Oct. 26) 8 Sept. 30 Wed. Creating Value: Segmentation and Targeting Cyworld 11 9 Oct. 7 Wed. Communicating the Value Proposition: New vs. Old Media BMW Roadster 15, 16 10 Oct. 12 Mon. Communicating Value: Evolution of a Brand Dove 17 IMC Campaigns 11 Oct. 14 Wed. Communicating Value: Public Relations Nike Teams must be formed 12 Oct. 19 Mon. Going to Market: Distribution and Market Sizing Biopure 13 Q. 1 Decisions 13 Oct. 21 Wed. Going to Market: Distribution Channels Stihl 14 Oct. 26 Mon. Going to Market: Integrated Marketing Aqualisa Q. 2 Decisions Case Write-Up (or Sept. 29) 15 Oct. 28 Wed. Pricing to Capture Value Mini Case: Health Cruises (on Latte) 12 16 Nov. 2 Mon. Pricing to Capture Value Virgin Mobile Q. 3 Decisions 17 Nov. 4 Wed. Pricing to Capture Value: Services Springfield Nor’easters 11 Quantitative Assignment 18 Nov. 9 Mon. Going Global: Does Your Value Proposition Travel? Disney 18 Q. 4 Decisions Case Write-Up (or Nov. 18) 19 Nov. 11 Wed. Managing Customers for Profit: Declining Markets Hunter 10 20 Nov. 16 Mon. Managing Customers for Profit: CRM Harrah's 4 Q. 5 Decisions 21 Nov. 18 Wed. Sustaining Value: Competition Coca-Cola Brazil 18 Case Write-Up (or Nov. 9) 22 Nov. 23 Mon. Sustaining Value: Integrated Marketing Strategies Marvel Q. 6 Decisions 23 Nov. 30 Mon. Review 24 Dec. 2 Wed. PRESENTATIONS – Industry A Presentation Slides due for all groups