Académique Documents
Professionnel Documents
Culture Documents
Market Value
Cash Flows
Customers
Company
Competitors
TARGETING
POSITIONING
ACQUISITIONRETENTION
PRODUCT
PRICE
PROMOTION
PLACE
2. Sept 13
3 Sept 15
15. Nov 8
4. Sept 20
16. Nov 10
Case/Readings Read: Product Development: A Customer-Driven Product Approach Read: First-Mover Disadvantage Mktg Products Case: Massive Inc. for Multi-Sided Speaker: Katherine Hays (CEO, GenArts, Inc., Demand Markets former COO and CFO of Massive Inc.) Case: Medicines Co Price Read: Pricing Opportunities Read: Ethical Issues in Pricing Read: Who Benefits from Price Promotion? Read: Marketing Communications and Customer Promotion Response Speaker: John Gerzema (CIO, Young&Rubicam) Case: Rohm and Haas (A) Read: Aligning Incentives in Marketing Distribution
Topic
Assignment
HW Assignment 4
Channels IV.
17. Nov 15
HW Assignment 2
II.
5. Sept 22 6. Sept 27 7. Sept 29 8. Oct 4
Special Topics
International Market Entry International Branding Course Summary No Class Team Presentations Case: Citibank: Launching the Credit Card in Asia Pacific (A) Speaker: Juan J. Alfonso (Vice President, Marketing & Program Development, ESPN International) Read: The Cost of Myopic Management Read: Myopic Marketing Management Thanksgiving Read: Building a Marketing Plan Final Projects Due Final Project
HW Assignment 3
5Cs)
How to do it A. Developing marketing programs (Product, Place, Price, Promotion: 4Ps) B. Strategy implementation