Tentative Course Calendar The instructors reserve the right to alter course content and/or adjust the pace to accommodate class progress. Students are responsible for keeping up with all adjustments to the course calendar. Note: All times are listed in Eastern Time (ET). Module Content Readings Discussions Due 1 Marketing’s Role Major topics: Holistic marketing, CSR, ethical and societal aspects of marketing Chapters 1 and 23 from Marketing Management by Kotler and Keller (15/e) PowerPoint (PPT) supplement to guide students through the textbook Harvard Business School (HBS) Case: Wetherill Associates, Inc., #9-394-113 (The instructor will lead discussion of this case during the first synchronous session.) Self-introduction videos Hot topics post: A hot topic related to this module’s major topics (Each one of Team 7’s members needs to post a hot topic.) Synchronous online session 1: [Insert date/time] Self-introduction video due by Wednesday, 11:59 pm Hot topics post due by Saturday, 11:59 pm Team contract due by Sunday, 11:59 pm 2 Marketing Strategy Major topics: Marketing plan, how is marketing related to profitability? Chapter 2 PPT supplement HBS Case: “CitiBank,” #9-595-026 (Team 1 will lead.) Individual case write-up question: Why is Citi thinking about launching a new credit card? Case discussion post Case presenters post questions and initial responses by Wednesday, 11:59 pm. Thread summary posted by Sunday, 11:59 pm. All students (non-case presenters) post responses by Saturday, 11:59 pm. Hot topics post: A hot topic related to this module’s major topics (Each one of Team 6’s members needs to post a hot topic.) Individual case write-up due by Wednesday, 11:59 pm Case discussion post and hot topics post due by Saturday, 11:59 pm One-page project description due by Sunday, 11:59 pm
3 Customers Major topics: Customer relationship management (CRM), customer value, consumer behavior Chapters 5, 6 PPT supplement HBS Case: “Starbucks,” #9-504-016 (for understanding how to calculate CLV) Case: “Chick-fil-A: Bird of a Different Feather,” #UV6843 (Team 2 will lead.) Individual case write-up question: What factors contributed the most to the success of CFA? By what measures do you define success? Case discussion post Case presenters post questions and initial responses by Wednesday, 11:59 pm. Thread summary posted by Sunday, 11:59 pm. All students (non-case presenters) post responses by Saturday, 11:59 pm. Hot topics post (Team 5) Individual case write-up due by Wednesday, 11:59 pm Case discussion post and hot topics post due by Saturday, 11:59 pm 4 STP Major topics: Segmentation, targeting, and positioning Chapters 9, 10 PPT supplement HBS Case: “Polyphonic HMI: Mixing Music and Math,” #9-506-009 (Team 3 will lead.) Individual case write-up question: How would you react to HMI’s offering if you were a successful producer? Case discussion post Case presenters post questions and initial responses by Wednesday, 11:59 pm. Thread summary posted by Sunday, 11:59 pm. All students (non-case presenters) post responses by Saturday, 11:59 pm. Hot topics post (Team 4) Synchronous online session 2: [Insert date/time] Individual case write-up due by Wednesday, 11:59 pm Case discussion post and hot topics post due by Saturday, 11:59 pm 5 Marketing Research Major topics: Value of market data, demand forecast Chapters 3, 4 PPT supplement HBS Case: “Zara: Fast Fashion,” (Team 4 will lead.) Individual case write-up question: What are sources of Zara’s operating advantage (i.e., sources of efficiencies)? Case discussion post Case presenters post questions and initial responses by Wednesday, 11:59 pm. Thread summary posted by Sunday, 11:59 pm. All students (non-case presenters) post responses by Saturday, 11:59 pm. Hot topics post (Team 3) Individual case write-up due by Wednesday, 11:59 pm Case discussion post and hot topics post due by Saturday, 11:59 pm