Week

Lecture/Topic

(Powerpoints)

Readings & Viewings

1-

  Course Intro & Overview

• The History & Evolution of Marketing

• Marketing, the consumer society & hedonism - ( Precis' )

  • The Commercialization of Childhood

2-

Situation Analysis:   Competitors & Conditions

• Marketing Research

• The Quest for Cool

  • TrendHunter.com- Unlocking Cool

   

• The Concept of Environmental Scanning

• The 4th Wave: The Symbiotic Age

3-

Situation Analysis:

Consumer Behavior & Segmentation

• Precis'-Why We Buy

• Defining moments: Segmenting by cohorts

  

  • Bill Strauss and Neil Howe Opening

  • Gen Xers

  • Millennials

  • Boomers

• Getting inside Gen Y

• Head trips

• Profiling for profit...

4-

Strategic Planning: Growth & Competitive Strategies

• What is Strategy?

  • Michael Porter - What Strategy Is

   

• The very model of a modern marketing plan

5-

  Positioning Strategy

• A position of power
• Got emotional product positioning?
  • Brand Positioning

6-

The Marketing Mix: Product Concepts & Pricing

• Brand-building

  • Seth Godin: Sliced bread & other marketing delights

   

• Which price is right?

  • ie Oracle Profitlogic integrated application

   

• Kamikaze pricing

7-

The Marketing Mix: Distribution & Promotion

• The 8 Essential Supply Chain Mgt Processes

  • Why-Supply Chain Management

   

• Principles of Viral Marketing

• Can Mad Ave. Make Zap-Proof Ads?

  Buzz-Guerrilla-Marketing

8-

Mid-Term Exam

Lecture, Videos & Readings Weeks 1 thru 7

9-

The “New” Economy

• A Third Wave Primer

• Toffler's Spheres of Society

  • Shift Happens

• Strategy in the new economy

• Wikinomics

  •   An Open Letter to CEOs: Don Tapscott

• The Long Tail

  • Chris Anderson, "The Long Tail"

• 10 things to know about customers

• What drives customer equity
  • Salesforce.com Inc. (CRM)

10-

 The “New” Economy: Service Marketing

• The 4 Service Marketing Myths:
• Why customer satisfaction starts w/ HR
• Delivering excellent service
  • Service at its best:

  • Comcast

  •  AOL

   

• Why Service Stinks…

• Predicting a diverse future: Directions & issues in the marketing of services -

11-

The “New” Economy: International Marketing

• To Build Truly Global Brands, You've Got to Break the Rules
• Best Global Brands

• Segmenting global markets

  The Globalization of the Automobile Industry

   

12-

The “New” Economy:

  Internet Marketing

• We are the web...

• Marketing Strategy & the Internet:

• Web 2.0

  • Web 2.0

13-

No Class

Thanksgiving

14-

Marketing in the Future

• 2057 Part 1
• 2057 Part 2
• 2057 Part 3

• The Lure of Shopping
• Future Markets
• The Next 25 years
• 25 trends that will change the way you do business
• The Penultimate Wave:The Singularity
  • Surviving the Singularity 

15-

End-Term Exam

Lecture, Videos & Readings Weeks 9 thru 14