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March 31 Introductions and Course Overview
Lecture: What is Marketing and Why is it Important?
Case pack: What is Marketing? HBS
In Class Exercise – Brand Personality
April 07 Positioning - The Battle for Your Mind
Textbook: “Positioning”, Chapters 1-4
Case pack: “Marketing is Everything”, McKenna
“Note on Case Learning”, HBS
Nice to Read: Miscellaneous articles as assigned
Take Home Exercise – Consumer Behavior Exercise
April 14 Positioning – Part II
Textbook: “Positioning”, Chapters 6-12
Case pack: Target Market Selection & Product Positioning
Guest Speakers – Brett Posten & Robert Tencyk,
Principals, IDEOCORE
(tentative/subject to change)
April 21 Segmentation – Divvying Up the Playing Field
Case Pack: Note on Consumer Market Segmentation, HBS
Nice to Read: Miscellaneous articles as assigned
Case Study: Land Rover of North America
April 28 Market Strategy Formulation
Case pack: “Note on Marketing Strategy”, HBS
Case pack: “Strategy as Revolution”, Gary Hamel
Nice to Read: Miscellaneous articles as assigned
Quiz I
Guest Speakers – Scott Dinsmore and Tim Wisleder
Product Managers, BioIQ
(tentative/subject to change)
May 05 Five Research Tools Every Manager Should Know, and Advertising – Part I
Case pack: Note on Market and Consumer Research, HBS
Case pack: “Analyzing Consumer Perceptions”, Dolen
Nice to Read: Miscellaneous articles as assigned
Take Home Exercise: Concept Cheat Sheets
Guest Speaker – David Wolf, SVP Marketing, Big Dogs
(tentative/subject to change)
May 12 Advertising, Promotion and Public Relations
Case pack: “The Buzz on Buzz”, Dye
Case pack: “Building Brands without Mass Media”, Aaker
Nice to Read: Miscellaneous articles as assigned
Guest Speaker – Lorrie Thomas, Web Marketing Expert
(tentative/subject to change)
May 19 Channel Decisions and Entrepreneurial Sales Management
In Class Quiz II
Case pack: “Managing Sales and the Sales Person
Case pack: “Creating the Customer-centric Team”
Nice to Read: Miscellaneous articles as assigned
Guest Speaker – Aaron Steed, Founder, Meathead Movers
(tentative/subject to change)
June 2 The Brand Called YOU
Case Pack: “Three Questions You Need to Answer”
Nice to Read: Miscellaneous articles as assigned
Take Home Exercise: Creative Brief Exercise
Guest Speaker – Palmer Jackson Jr., Serial Entrepreneur
(tentative/subject to change)
June 10 Building Strong Brands and Entrepreneurial Organizations
7:30 p.m. Final Exam
In Class Quiz III - Quiz III Preparation (pdf)
Case pack: “Marketing Planning and Organization”
Nice to Read: Miscellaneous articles as assigned
In Class Team Presentations: “The Creative Brief Exercise”
In class presentations and team write ups
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