Marketing Concepts and Strategies B01.2310, Sections 21, 22, 23
Prof. Eric Greenleaf
Spring 2002
Course Schedule
|
Introduction: Marketing Analysis and Decision Making
|
|
| 1. Jan. 28 |
Role of marketing in the firm and in your career |
| 2. Jan. 30 |
Case to introduce marketing analysis and decision making |
| 3. Feb. 4 |
Case to introduce marketing analysis and decision making (cont'd) |
|
I) Consumer Decision Making
|
|
| 4. Feb. 6 |
Individual decision making I - Consumer decision making process |
| 5. Feb. 11 |
Individual decision making II - Perceived risk, utility & choice
rules |
| 6. Feb. 13 | Organizational purchasing and decision making Case: Mediquip Readings: Winer 141-45 (top), 153 (bottom) -162 |
|
II) Identifying Valuable Customers
|
|
| 7. Feb. 20 |
Estimating the value of a customer Excel Spreadsheets for Calyx & Corolla: 1,
2, 3, 4 |
| 8. Feb. 25 | Identifying and choosing consumer segments Readings: Winer 107-127,145-153 (top), 378-381 Exercise on examples of segmentation (receive this class) Slides |
| 9. Feb. 27 | Positioning and market maps<96> Readings: Winer 59-65 (top) Handout on Positioning and Market Maps Slides |
| 10. March 4 | First written case assignment Case: The New Beetle Assignment: Case writeup due. Complete assignment in groups. |
|
III) Using Market Research to Make Better Marketing
Decisions
|
|
| 11. March 6 | Overview of market research process, exploratory research Readings: Winer 75-91(middle) Slides |
|
Spring break - have a great vacation!
|
|
| 12. March 18 | Descriptive research and questionnaire design Readings: Winer 91 (bottom) - 94 (middle) Slides |
| 13. March 20 | Causal research and marketing experiments, review for
Midterm Readings: Winer 94-95 (bottom) Handout on Marketing Experiments Slides |
| 14. March 25 | Midterm Exam The **Midterm Exam** during class on Monday, March 25 earns 25% of your grade, and the Final Exam on Wednesday, May 8 earns 35%. Sample Midterm Midterm Answer Guidelines |
|
IV) Managing New and Existing Products to Assure
the Firm's Future
|
|
| 15. March 27 | Consumer adoption of new products and innovations Case: TiVo Readings: Winer 65 (middle) - 69 (middle), 416-430 (for high-tech products) Slides |
| 16. April 1 |
The new product development process and predicting
consumer demand with market testing and pretesting
Readings: Winer 475-504 Assignment: Predicting consumer demand based on test-market results Slides Assignment to do soon after April 1 class |
| 17. April 3 |
Managing existing products and brand names |
|
V) Pricing - Returning Customer Value to the Firm
|
|
| 18. April 8 | Estimating the economic value of a product to the consumer Case: Cumberland Metal Industries: Engineered Products Division Readings: Winer 293-307 (middle) Handout on Value Based Pricing Assignment: Proposing cost- and value-based prices for Cumberland Assignment Answer Guidelines for this Assignment Optional Assignment on Value-Based Price of Light Bulb |
| 19. April 10 | Competitive pricing and signaling Case: Federated Industries Readings: Winer 307 (middle) - 321 |
|
VI) Choosing and Managing Marketing Partners
|
|
| 20. April 15 | Internal partners: Personal selling and managing the
salesforce Readings: Winer 265-290 Slides |
| 21. April 17 | External partners: Distribution intermediaries Case: San Fabian Supply Company: Philippines Readings: Winer 233-256 (middle) |
| 22. April 22 | Second written case assignment Case: Mary Kay Cosmetics: Asian Market Entry Assignment: Case writeup due. Complete individually or in groups. Mary Kay Assignment |
|
VII) Communicating with Consumers
|
|
| 23. April 24 | Choosing the communications objective and message Case: Review TiVo case, particularly communications issues Readings: Winer 193-212 (top) |
| 24. April 29 | Choosing media and allocating the budget Case: Review TiVo case, particularly communications issues Readings: Winer 216 (bottom) - 227 (middle) |
| 25. May 1 | Evaluating communications effectiveness Readings: Winer 208-9 (review), 213-216 (middle), 227 - 230 Handout on Evaluating Consumer Response to Advertising Slides |
| 26. May 6 | Course summary and review |
|
Final Exam - May 8, 1:30 - 3:30
Sample Final Exam |