Read: CLV formulas” “Reconciling Skim: Chapter 16 “Managing Customers” Angel Discussions Marketing – HW #1 due on 2 10/13 challenges with early stage companies. 10/12 midnight Company presentations Read: to manage an aggressive “How competitor” Source of Volume Skim: Chapter 3 Target “Identifying HW #2 due on 3.1 10/20 Segmentation, Customers” 10/19 midnight Targeting and Skim: Chapter 4 Proposition “Value Positioning and Positioning” Skim: Chapter 7 the “Managing Competition” Skim: Chapter 14 and Defending “Gain Market Positions” Zach Hunting Founder Crown – – Social (Social advertising and content strategy) 3.2 10/20 Speaker Skim: Social Media Campaign Planning Guide Case: HubSpot (Quantitative Based 4.1 10/27 Targeting, SaaS) Read: Understand Your Customers, “To Customer Analysis III: You Have to Know How they Think” 4.2 10/27 BDT Read: Nobel That Bridges “A Economics and Psychology” Implementing Marketing Programs Session Date Topic Case/Readings Assignment Group case Case: American Well (Understanding Barriers to write up due 5.1 11/3 Adoption) on 11/2 Midnight Read: Benefits from Promotion?” “Who Pricing Read: Opportunities” “Pricing Read: Issues in Pricing” “Ethical 5.2 11/3 Skim: Chapter 10 Price” “Managing Branding Read: do Brands Create Value?” “How Skim: Chapter 9 Brands” “Managing
Read: “Reconciling CLV formulas” Skim: Chapter 16 “Managing Customers” 2 10/13 Angel Discussions – Marketing challenges with early stage companies. Company presentations HW #1 due on 10/12 midnight 3.1 10/20 Source of Volume Segmentation, Targeting and Positioning Read: “How to manage an aggressive competitor” Skim: Chapter 3 “Identifying Target Customers” Skim: Chapter 4 “Value Proposition and Positioning” Skim: Chapter 7 “Managing the Competition” Skim: Chapter 14 “Gain and Defending Market Positions” HW #2 due on 10/19 midnight 3.2 10/20 Speaker Zach Hunting – Founder – Crown Social (Social advertising and content strategy) Skim: Social Media Campaign Planning Guide 4.1 10/27 Case: HubSpot (Quantitative Based Targeting, SaaS) 4.2 10/27 Customer Analysis III: BDT Read: “To Understand Your Customers, You Have to Know How they Think” Read: “A Nobel That Bridges Economics and Psychology” Implementing Marketing Programs Session Date Topic Case/Readings Assignment 5.1 11/3 Case: American Well (Understanding Barriers to Adoption) Group case write up due on 11/2 Midnight 5.2 11/3 Pricing Branding Read: “Who Benefits from Promotion?” Read: “Pricing Opportunities” Read: “Ethical Issues in Pricing” Skim: Chapter 10 “Managing Price” Read: “How do Brands Create Value?” Skim: Chapter 9 “Managing Brands”
Mkt555-Syllabus-Autumn-2015-JZ.docx