Delivering a Marketing Strategy Course Overarching Objectives For the marketing strategy course, objective would be to focus the course on strategically analyzing and solving marketing problems from a decision makers’ perspective. Overall, the marketing management/marketing strategy course would have two key learning objectives: Understanding and effectively using the fundamental frameworks, processes, and analysis tools of marketing strategy Using the “first principles” of marketing strategy to solve business problems Overall Course Structure The overall delivery of the class materials would be based on each of the four First Principles of Marketing Strategy. We break down the delivery of the component into the following components. The first two lectures could provide an overview of marketing strategy, introduce each of the First Principles of Marketing Strategy, thus covering the purview of Chapter 1. These lectures could use the slide library from Chapter 1. Chapters 2-8 covers each of the four First Principles of Marketing Strategy in detail. We recommend organizing 3-4 lectures for each chapter, using the following resources: Slide Library for Lecture Content Data Analytic Technique for overview of analytic techniques within the purview of each chapter Broad Analytics Cases for application-based demonstration of each analytic technique MeXL-based analytics case as assignment-based learning of each analytic technique (for MBA students). Markstrat sessions to better understand the ground realities of the learning. The last two lectures could provide a review of marketing strategy, and ideas on how the integrate the four First Principles of Marketing Strategy, which covers the purview of Chapter 9, and could use the slide library from Chapter 9.
Course Structure for Undergraduate Marketing Analytics Below, we present a detailed course structure for a 28 session undergraduate course. If the course is taught over 14 weeks, the class will meet twice a week, and cover two sessions in a week. If the course is taught over 7 weeks, the class will meet twice a week, and cover four sessions in a week (i.e. two sessions in each meeting). Moreover, we provide a detailed breakdown of session number, topic, instructional resource needed, and chapter, for each session. Week Topic Instructional Resource (B.S.) Chapter 1.1 Overview and Benefits of Marketing Strategy Instructor Slides 1 1.2 Overview of First Principle’s Approach (con’t) Instructor Slides 1 2.1 Overview of MeXL Instructor Slides 2 2.2 Principle 1: All Customers are Different  Managing Customer Heterogeneity Instructor Slides 2 3.1 Cluster Anlaysis Concept Instructor Slides- Analytics 2 3.2 Cluster Anlaysis Demonstration MeXL (Dentmax Case) 2 4.1 Cluster Anlaysis Application Case DentMax Case Replication Assignment 4.2 Positioning Maps Concepts and Demonstration Instructor Slides- Analytics 2 5.1 Positioning Maps Demonstration Instructor Slides- Analytics 3 5.2 Positioning Maps Applications Case MeXL (Infiniti Case) Demonstration 6.1 Principle 2: All Customers Change  Managing Customer Dynamics Instructor Slides 3 6.2 Choice Models and Logistic Regression Concept Instructor Slides- Analytics 7.1 Choice Models and Logistic Regression Demonstration MeXL (TKL Case) 3 7.2 Choice Models and Logistic Regression Case TKL Case Replication Assignment 8.1 Principle 3: All Competitors React  Managing Sustainable Competitive Advantage Instructor Slides 4 8.2 Principle 3 (con’t): Managing Brand-Based Competitive Advantage Instructor Slides 5 9.1 Principle 3 (con’t): Managing Offering-Based Competitive Advantage Instructor Slides 6 9.2 Conjoint Concept Instructor 6 10.1 Conjoint Demonstration MeXL (Exteriors Case) 10.2 Conjoint Concept and Demonstration Exteriors Case Replication Assignment 6 11.1 Principle 3 (con’t): Managing Relationship-Based Competitive Advantage Instructor Slides 7 11.2 Principle 4: All Resources are Limited  Managing Resource Tradeoffs Instructor Slides 8
Analytics Analytics Week Topic Instructional Resource (M.B.A.) Chapter 1.1 Overview and Benefits of Marketing Strategy Instructor Slides 1 1.2 Overview of First Principle’s Approach (con’t) Instructor Slides 1 2.1 Overview of MeXL Instructor Slides 2 2.2 Principle 1: All Customers are Different  Managing Customer Heterogeneity Instructor Slides 2 3.1 Cluster Anlaysis Concept Instructor Slides- Analytics 2 3.2 Cluster Anlaysis Demonstration MeXL (Dentmax Case) 2 4.1 Cluster Anlaysis Application Case Pacific Case Assignment 4.2 Positioning Maps Concepts and Demonstration Instructor Slides- Analytics 2 5.1 Positioning Maps Demonstration Instructor Slides- Analytics 3 5.2 Positioning Maps Applications Case MeXL (Infiniti Case) Demonstration 6.1 Principle 2: All Customers Change  Managing Customer Dynamics Instructor Slides 3 6.2 Choice Models and Logistic Regression Concept Instructor Slides- Analytics 7.1 Choice Models and Logistic Regression Demonstration MeXL (TKL Case) 3 7.2 Choice Models and Logistic Regression Case ABB Case Assignment 8.1 Principle 3: All Competitors React  Managing Sustainable Competitive Advantage Instructor Slides 4 8.2 Principle 3 (con’t): Managing Brand-Based Competitive Advantage Instructor Slides 5 9.1 Principle 3 (con’t): Managing Offering-Based Competitive Advantage Instructor Slides 6 9.2 Conjoint Concept Instructor 6 10.1 Conjoint Demonstration MeXL (Exteriors Case) 10.2 Conjoint Concept and Demonstration Kirin Case Assignment 6 11.1 Principle 3 (con’t): Managing Relationship-Based Competitive Advantage Instructor Slides 7 11.2 Principle 4: All Resources are Limited  Managing Resource Tradeoffs Instructor Slides 8 12.1 Response Models Concept Instructor 12.2 Response Models Demonstration Analytic Technique, MeXL (BRT Tribune Case) 13.1 Response Models Case Syntex Case Assignment 13.2 Integrating the Four Principles Instructor Slides 9 14.1 Review of Analytic Techniques Instructor Slides