| SES # | TOPICS | LECTURE NOTES |
|---|---|---|
| 1 | The Marketing Framework: 4 P's and 5 C's | Lecture 1: Strategic Positioning (PDF - 2.2MB) |
| 2 | Snapple (4 P's, Entrepreneurs vs. Corporate) | |
| 3 | Marketing Analytics | Lecture 3: Marketing Analytics (PDF - 2.0MB) |
| 4 | In‐class Project Meetings: Topic and Customer Identification. | Lecture 4: Action Learning Project (PDF) |
| 5 | BBVA Compass: Marketing Resource Allocation† (Analytics) | |
| 6 | Consumer Psychology: Framing and Schema | Lecture 6: Consumer Behavior Theory (PDF - 3.0MB) |
| 7 | Brita Products Company† (Positioning, Disruptive New Product) | |
| 8 | Special Guest: Richard Choi, Dir., Chevrolet Global Brand Strategy | Lecture 8: Product Design and Customer Voice (PDF) |
| 9 | Project Groups Meet on their Own to Finalize Topics. | |
| 10 | Product: Design and Voice of the Customer | Lecture 10: Pricing (PDF - 2.1MB) |
| 11 | Pricing: Concepts and Analytics (Including Conjoint Analysis) | |
| 12 | Aqualisa Quartz: Simply a Better Shower† (Product, Place) | |
| 13 | The New York Times Paywall† (Pricing) | |
| 14 | Promotion: Communications to and from Customers | Lecture 14: Promotion (PDF - 2.2MB) |
| 15 | Special Guest: Sahver Binici, Founder, Olivita Artisan | |
| 16 | Swatch† (Advertising, Framing, Integration, 4 P's) | |
| 17 | In‐class Project Meetings: Report on VOC and Finalize Projects. | Lecture 17: Project Review (PDF) |
| 18 | Aravind Eye Hospital, Madurai, India (Place and Integration) | |
| 19 | Dove: Brand Evolution (Societal Issues, Social Media) | |
| 20 | Synthesis | Lecture 20: Review and Synthesis of Marketing (PDF - 1.4MB) |
† Eligible for case write‐up. One write‐up in H1; one write‐up in H2.