Case: TheLadders (Pricing Strategy in Two Sided 6.1 11/10 Market) Read: Development: A Customer-Driven “Product Approach” Read: Disadvantage” “First-Mover Product Skim: Chapter 8 Products and Services” “Managing Skim: Chapter 17 New Products” “Managing 6.2 11/10 and Read: Incentives in Marketing Channels” “Aligning Distribution Skim: Chapter 6 “Collaboration” Skim: Chapter 13 Distribution” “Managing Skim: Chapter 11 Incentives” “Managing VC Discussion lessons from the – “crossing chasm” (Principals from Vulcain, Voyager, 7 11/17 Ignition) Time to work with your project team Group Case Case: Sonance (Pricing and Distribution with Write-up due 8.1 11/24 Competition) 11/23 midnight Danny Done Founder and CEO Marketeering – – Group (Social and SEO) 8.2 11/24 Speaker Skim: Search Engine Optimization Starter Guide 9.1 12/1 Case: Emotiv (Selecting Partners for the “Crossing Chasm”) 9.2 12/1 Speaker TA McCann Founder and CEO RivalIQ – – Marketing Team 10 12/8 Read: a Marketing Plan” “Building Recommendations Presentations * schedule as of September 22nd, 2015. Subject to change. A. Scanning the Market and Developing Strategy 10/06/2015 Session 1.1 -- Company Analysis and Introduction to Marketing Strategy Core In this session, we use the Clocky case to examine the all the decision challenges by entrepreneurs, and introduce framework for approaching marketing problems and to convey the importance of both conceptual and quantitative analyses in the development of a marketing strategy. Case: Clocky
6.1 11/10 Case: TheLadders (Pricing Strategy in Two Sided Market) 6.2 11/10 Product and Distribution Read: “Product Development: A Customer-Driven Approach” Read: “First-Mover Disadvantage” Skim: Chapter 8 “Managing Products and Services” Skim: Chapter 17 “Managing New Products” Read: “Aligning Incentives in Marketing Channels” Skim: Chapter 6 “Collaboration” Skim: Chapter 13 “Managing Distribution” Skim: Chapter 11 “Managing Incentives” 7 11/17 VC Discussion – lessons from “crossing the chasm” (Principals from Vulcain, Voyager, Ignition) Time to work with your project team 8.1 11/24 Case: Sonance (Pricing and Distribution with Competition) Group Case Write-up due 11/23 midnight 8.2 11/24 Speaker Danny Done – Founder and CEO – Marketeering Group (Social and SEO) Skim: Search Engine Optimization Starter Guide 9.1 12/1 Case: Emotiv (Selecting Partners for “Crossing the Chasm”) 9.2 12/1 Speaker TA McCann – Founder and CEO – RivalIQ 10 12/8 Marketing Recommendations Read: “Building a Marketing Plan” Team Presentations * schedule as of September 22nd, 2015. Subject to change. A. Scanning the Market and Developing Strategy 10/06/2015 Session 1.1 -- Company Analysis and Introduction to Marketing Strategy Core In this session, we use the Clocky case to examine the all the decision challenges by entrepreneurs, and introduce framework for approaching marketing problems and to convey the importance of both conceptual and quantitative analyses in the development of a marketing strategy. Case: Clocky
Mkt555-Syllabus-Autumn-2015-JZ.docx