| SES # | TOPICS | ACTIVITY TYPE | KEY DATES |
|---|---|---|---|
| 1 | The Marketing Framework: 4 P's and 5 C's | Frameworks | Photo Submission |
| 2 | Snapple (4 P's, Entrepreneurs vs. Corporate) | Case |
Form Case Preparation Groups Snapple Case Write-up due |
| 3 | Marketing Analytics | Frameworks | Problem Sets Out |
| 4 | In‐class Project Meetings: Topic and Customer Identification. | Practice | |
| 5 | BBVA Compass: Marketing Resource Allocation† (Analytics) | Case | BBVA Compass Case Write-up due |
| 6 | Consumer Psychology: Framing and Schema | Frameworks | |
| 7 | Brita Products Company† (Positioning, Disruptive New Product) | Case | Brita Case Write-up due |
| 8 | Special Guest: Richard Choi, Dir., Chevrolet Global Brand Strategy | Practice | |
| 9 | Project Groups Meet on their Own to Finalize Topics. | Practice | |
| 10 | Product: Design and Voice of the Customer | Frameworks | |
| 11 | Pricing: Concepts and Analytics (Including Conjoint Analysis) | Frameworks | |
| 12 | Aqualisa Quartz: Simply a Better Shower† (Product, Place) | Case | Aqualisa Quarz Case Write-up due |
| 13 | The New York Times Paywall† (Pricing) | Case | |
| 14 | Promotion: Communications to and from Customers | Frameworks | NY Times Paywall Case Write-up due |
| 15 | Special Guest: Sahver Binici, Founder, Olivita Artisan | Practice | |
| 16 | Swatch† (Advertising, Framing, Integration, 4 P's) | Case | Swatch Case Write-up due |
| 17 | In‐class Project Meetings: Report on VOC and Finalize Projects. | Practice | |
| 18 | Aravind Eye Hospital, Madurai, India (Place and Integration) | Case | |
| 19 | Dove: Brand Evolution (Societal Issues, Social Media) | Case | |
| 20 | Synthesis | Frameworks |
Action Learning Exercise due Synthesis Assignment due |
† Eligible for case write‐up. One write‐up in H1; one write‐up in H2.