A. Analyzing markets and identifying opportunities |
1 | Introduction and company analysis | |
2 | Competitive analysis | Marketing survey due |
3 | Customer analysis I | Assignment 1 due |
4 | Customer analysis II and III: Value to the customer and customer lifetime value | |
B. Developing marketing strategy |
5 | Developing market strategy | |
6 | Segmentation, targeting and positioning | Assignment 2 due |
7 | EVC-based strategy | |
8 | STP-based strategy and IBS | Assignment 3 due |
9 | IBS, social responsibility and marketing | |
10 | Branding | |
11 | Developing marketing strategy for innovation | Case-write up due |
C. Formulating marketing programs |
12 | Product | |
13 | Marketing products for multi-sided demand markets | Assignment 4 due |
14 | Price | |
15 | Promotion | Project proposal due |
16 | Distribution | |
D. Special topics |
17 | International market entry | |
18 | International branding | |
19 | Course summary | |
20 | Team presentations | Final project due |