Time for each presentation will depend, in part, on the total number of projects, but will be no more than 10 minutes. Effectiveness of the verbal presentation is key in communicating your concept. The plans will be evaluated according to the following criteria: the quality of the analysis – were the right questions asked? the feasibility of conclusions or recommendations – do they follow from the analysis? evidence of mastery of the frameworks, concepts, and methods developed in the course (5) Team work To get the most out of this class, you should work with your study team to prepare for the cases and to work on group projects. TECHNOLOGY POLICY: I encourage the use of laptops in for class-related purposes such as note taking and accessing your financial models. Learning how to prepare financial models in Excel is an important objective of the class. However, I support the School’s policy against accessing email, surfing the Internet, etc. during class. Please constrain the use of your laptop during class to class-related purposes. MBA CODE: I employ the policies and procedures espoused by the Foster School of Business Honor Code to maintain academic integrity in the course. SCHEDULE* Scanning the Market and Developing Strategy Session Date Topic Case/Readings Assignment 1.1 10/6 Company Analysis, Introduction to Marketing Strategy Core Case: Clocky (Essential Marketing Decisions for Star-ups) Read: “Note on Marketing Strategy” Read: “Basic Quantitative Analysis for Marketing” Read: “Analyzing Marketing Problems and Cases” Skim: Chapters 2 & 5 “Framework for MM” and “Managing Company Value” 1.2 10/6 Customer Analysis I & II: to the Customer and Customer Lifetime Value Read: “Economic Benefits and Value Creation” Read: “Zero Defections: Quality Comes to Services” Read: “Customers As Assets”
Read: “Reconciling CLV formulas” Skim: Chapter 16 “Managing Customers” 2 10/13 Angel Discussions – Marketing challenges with early stage companies. Company presentations HW #1 due on 10/12 midnight 3.1 10/20 Source of Volume Segmentation, Targeting and Positioning Read: “How to manage an aggressive competitor” Skim: Chapter 3 “Identifying Target Customers” Skim: Chapter 4 “Value Proposition and Positioning” Skim: Chapter 7 “Managing the Competition” Skim: Chapter 14 “Gain and Defending Market Positions” HW #2 due on 10/19 midnight 3.2 10/20 Speaker Zach Hunting – Founder – Crown Social (Social advertising and content strategy) Skim: Social Media Campaign Planning Guide 4.1 10/27 Case: HubSpot (Quantitative Based Targeting, SaaS) 4.2 10/27 Customer Analysis III: BDT Read: “To Understand Your Customers, You Have to Know How they Think” Read: “A Nobel That Bridges Economics and Psychology” Implementing Marketing Programs Session Date Topic Case/Readings Assignment 5.1 11/3 Case: American Well (Understanding Barriers to Adoption) Group case write up due on 11/2 Midnight 5.2 11/3 Pricing Branding Read: “Who Benefits from Promotion?” Read: “Pricing Opportunities” Read: “Ethical Issues in Pricing” Skim: Chapter 10 “Managing Price” Read: “How do Brands Create Value?” Skim: Chapter 9 “Managing Brands”
6.1 11/10 Case: TheLadders (Pricing Strategy in Two Sided Market) 6.2 11/10 Product and Distribution Read: “Product Development: A Customer-Driven Approach” Read: “First-Mover Disadvantage” Skim: Chapter 8 “Managing Products and Services” Skim: Chapter 17 “Managing New Products” Read: “Aligning Incentives in Marketing Channels” Skim: Chapter 6 “Collaboration” Skim: Chapter 13 “Managing Distribution” Skim: Chapter 11 “Managing Incentives” 7 11/17 VC Discussion – lessons from “crossing the chasm” (Principals from Vulcain, Voyager, Ignition) Time to work with your project team 8.1 11/24 Case: Sonance (Pricing and Distribution with Competition) Group Case Write-up due 11/23 midnight 8.2 11/24 Speaker Danny Done – Founder and CEO – Marketeering Group (Social and SEO) Skim: Search Engine Optimization Starter Guide 9.1 12/1 Case: Emotiv (Selecting Partners for “Crossing the Chasm”) 9.2 12/1 Speaker TA McCann – Founder and CEO – RivalIQ 10 12/8 Marketing Recommendations Read: “Building a Marketing Plan” Team Presentations * schedule as of September 22nd, 2015. Subject to change. A. Scanning the Market and Developing Strategy 10/06/2015 Session 1.1 -- Company Analysis and Introduction to Marketing Strategy Core In this session, we use the Clocky case to examine the all the decision challenges by entrepreneurs, and introduce framework for approaching marketing problems and to convey the importance of both conceptual and quantitative analyses in the development of a marketing strategy. Case: Clocky