The following textbooks are recommended if you are interested in additional background readings. The first text is an excellent if relatively encyclopedic reference. The second text emphasizes the quantitative and financial aspects of marketing management.
Kotler, Philip, and Kevin Keller. Marketing Management. 13th ed. Prentice Hall, 2008. ISBN: 9780136009986.
Best, Roger J. Market-Based Management – Strategies for Growing Customer Value and Profitability. 5th ed. Prentice Hall, 2009. ISBN: 9780132336536.
In addition to the reading materials listed below, required case studies are assigned throughout the semester and will be discussed in class.
| SES # | TOPICS | READINGS |
|---|---|---|
| A. Analyzing markets and identifying opportunities | ||
| 1 | Introduction and company analysis |
Dolan, Robert J. "Note on Marketing Strategy." Harvard Business Review. Harvard Business School Publishing, October 29, 2007. ———. "Basic Quantitative Analysis for Marketing." Harvard Business School Publishing, May 24, 1984.
|
| 2 | Competitive analysis |
Cressman, George, and Thomas T. Nagle. "How to Manage an Aggressive Competitor." Business Horizons 45, no. 2 (2002): 23-30. |
| 3 | Customer analysis I |
Belsky, Gary. "To Understand Your Customers, You Have to Know How They Think." America's Community Banker, October 1999, 23-26. Altman, Daniel. "A Nobel That Bridges Economics and Psychology." The New York Times, October 10, 2002. |
| 4 | Customer analysis II and III: Value to the customer and customer lifetime value |
Reichheld, Frederick F., and W. Early Sasser, Jr. "Zero Defections: Quality Comes to Services." Harvard Business Review, September-October, 1990, 105-111. Gupta, Sunil, and Donald R. Lehmann. "Customers As Assets." Journal of Interactive Marketing 17, no. 1 (2003): 9-24. |
| B. Developing marketing strategy | ||
| 5 | Developing market strategy | |
| 6 | Segmentation, targeting and positioning |
|
| 7 | EVC-based strategy | |
| 8 | STP-based strategy and IBS |
Szegedy-Maszak, Marianne. "The Worst of All Bets." US News and World Report, May 15, 2005. Griffiths, Mark. "Betting Your Life on It." British Medical Journal 329 (2004): 1055-56. Holden, Constance. "Behavioral Addictions Debut in Proposed DSM-V." Science 327, no. 5968 (2010): 935. |
| 9 | IBS, social responsibility and marketing | |
| 10 | Branding |
Mizik, Natalie, and Robert Jacobson. "Talk About Brand Strategy." Harvard Business Review Magazine, October 2005. Keller, K. L., and Lehmann, D. R. "How Do Brands Create Value?" Marketing Management 12 (2003): 26-31. |
| 11 | Developing marketing strategy for innovation | |
| C. Formulating marketing programs | ||
| 12 | Product |
Iansiti, Marco, Thomas J. Kosnik, and Ellen Stein. "Product Development: A Customer-Driven Approach." Harvard Business School Note. Harvard Business School Publishing. November 9, 1994. Boulding, Willian, and Markus Christen. "First-Mover Disadvantage." Harvard Business Review Magazine, October 2001. |
| 13 | Marketing products for multi-sided demand markets | |
| 14 | Price |
Simon, Hermann. "Pricing Opportunities — And How to Exploit Them." Sloan Management Review 33 (1992): 55-65. |
| 15 | Promotion | |
| 16 | Distribution | Purohit, Debu. "Aligning Incentives in Marketing Channels." Duke University Teaching Note, 2001. |
| D. Special topics | ||
| 17 | International market entry | |
| 18 | International branding | |
| 19 | Course summary |
Mizik, Natalie, and Robert L. Jacobson. "The Cost of Myopic Management." Harvard Business Review Magazine, July-August 2007. ———. "Myopic Marketing Management: Evidence of the Phenomenon and Its Long-Term Performance Consequences in the SEO Context." Marketing Science 26, no. 3 (2007): 361-379. |
| 20 | Team presentations | |