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| MARKETING STRATEGY |
| Classes meet in
Feinstein 218 (Tuesday)
Accino 100 (Thursday)
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| IMPORTANT |
| All the readings must be completed for the first
meeting of the week. The written (W) work is due as noted. You should
be ready to participate in the discussions (D) any time.
Find out each week's assignment carefully and do not assume that
every week is the same.
If what you see here is not clear, do not make assumptions about
what it may mean. Ask me in class, send email or call to clarify.
You are responsible for the consequences of your assumptions. |
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Assignment information
The course calendar contains information regarding the overall
flow of the semester as well as week-by-week assignments and
readings. When reading the calendar, keep in mind that all
assignments or readings are to be completed on the date shown.
The assigned readings are for the week and you should be prepared
to discuss them starting on the first meeting of the week
although it may spill into the second meeting.
In the following table which outlines the weekly assignments
and due dates, (D) designates discussion and (W), written
work, neither is optional.
Calendar of Assignments
Week of 1/15/2008
- Introduction, class management, form groups
- Competition, strategy, marketing strategy
Week of 1/22/2008
- Introduction, class management, finalize groups
- Change as trigger of decisions
- (D) Aaker 1-2
Week of 1/29/2008
- Strategy, strategic management and analysis
- Case method, sample case
discussion on Tuesday, print and study the case
- Paper and project proposals are due on Thursday
- (D) Marketing Myopia
- (D) Aaker 3-5
Week of 2/5/2008
- Financial analysis foundations
- Marketing arithmetic and
examples, tools of analysis
- Break even analysis
- Income statement examples 1,
2
- Tools of financial analysis.
- (D) Aaker 6-7
Week of 2/12/2008
- Alternative Value Propositions, Brand Equity, Energizing Business
- (W, D) Case - 21-Speed Gizmos, Inc. (Thursday)
- (D) Aaker 8-10
Week of 2/19/2008
- Follow Monday Schedule on Tuesday, no class
- Thursday, computer lab
Week of 2/26/2008
- Spring recess, no class on Tuesday and Thursday
Week of 3/4/2008
- (W, D) Case - MicroFridge: The Concept (Tuesday)
- Strategy alternatives
- Leveraging Business, Creating Business
- (D) Aaker 11-12
Week of 3/11/2008
- Global markets, Business portfolio
- (D) Aaker 13-14
- Project workshop on Thursday in Koffler (my office, if the lab is available you
may work there.)
Week of 3/18/2008
- Workshop Tuesday in Koffler (my office, if the lab is available you
may work there.)
- (W) Industry analysis papers are due on
Tuesday by the end of the class.
- Easter recess begins on Thursday, no class
Week of 3/25/2008
- Planning and implementation
- (D) Aaker 15
- (D) The Fall and Rise of Strategic Planning
Week of 4/1/2008
Week of 4/8/2008
- (W, D) BMW case (Tuesday)
- Workshop
Week of 4/15/2008
Week of 4/22/2008
Week of 4/29/2008
- Tuesday, strategic plan presentations(2 groups)
- Thursday, strategic plan presentations(2 groups)
- (W) Marketing plans are due on Thursday for all groups,
no later than 4:00 p.m. in my office or mail box in Koffler
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