Slides for select lectures are available below.
| SES # | TOPICS | LECTURE NOTES |
|---|---|---|
| A. Analyzing markets and identifying opportunities | ||
| 1 | Introduction and company analysis | (PDF) |
| 2 | Competitive analysis | |
| 3 | Customer analysis I | (PDF) |
| 4 | Customer analysis II and III: Value to the customer and customer lifetime value | (PDF - 1.6MB) |
| B. Developing marketing strategy | ||
| 5 | Developing market strategy | |
| 6 | Segmentation, targeting and positioning | (PDF) |
| 7 | EVC-based strategy | |
| 8 | STP-based strategy and IBS | |
| 9 | IBS, social responsibility and marketing | (PDF) |
| 10 | Branding | (PDF - 9.1MB) (Courtesy of John Gerzema. Used with permission.) |
| 11 | Developing marketing strategy for innovation | |
| C. Formulating marketing programs | ||
| 12 | Product | (PDF) |
| 13 | Marketing products for multi-sided demand markets | |
| 14 | Price | |
| 15 | Promotion | |
| 16 | Distribution | |
| D. Special topics | ||
| 17 | International market entry | |
| 18 | International branding | |
| 19 | Course summary | |
| 20 | Team presentations | |