COURSE ADMINISTRATOR

Save this PDF as:
 WORD  PNG  TXT  JPG

Size: px
Start display at page:

Download "COURSE ADMINISTRATOR"

Transcription

1 FOUNDATIONS OF MARKETING COURSE OUTLINE Course Website: PROFESSOR COURSE ADMINISTRATOR Myungwoo NAM Office: 530 Telephone: Saeedah MAGDOM Office: 458 Telephone:

2 COURSE OBJECTIVES Marketing is the business function that deals with customers unfulfilled needs and wants. The role of marketing management in organizations is to identify and measure these needs, determine which target consumers the business can serve, decide on the appropriate positioning of the products and services, and determine the optimal product/service features, price, communications and distribution. Successful marketing strategies integrate the objectives and resources of the organization with the needs and opportunities of the marketplace better than competitors that is, they create, deliver, and capture more customer value than their competitors. The objectives of this course are to introduce you to the substantive and procedural aspects of marketing management, and to sharpen your skills for critical analytical thinking and effective communication. Specifically my goals are: 1. To develop your marketing decision-making skills. This is the primary objective of the course. You should leave the course with a well-developed ability to analyze the marketing and business environment in which an organization is operating, to determine the major opportunities and problems facing the organization, to develop a creative set of alternative marketing strategies, to select the most appropriate one for the organization, and to convert the chosen strategic alternative into an actionable plan. 2. To understand and apply major marketing concepts, such as market segmentation, positioning, customer satisfaction, and the product life cycle. 3. To improve your familiarity with a range of institutional marketing knowledge, practice, and terminology. By the end of the course, you should be able to converse intelligently with managers and understand the marketing situation in a variety of organizational environments. 4. To provide you with a forum for presenting and defending your recommendations, and for critically examining and discussing the recommendations of others.

3 COURSE FORMAT Studies Successful marketing managers must master both quantitative and qualitative skills. One way to get valuable exposure to, and practice in developing both marketing skills is through case analysis. s are a very effective means for learning diagnostic skills and introducing semblance of the real world into a manageable framework. Each case is chosen based on its ability to illustrate issues important to the marketing framework. While some of the cases may appear somewhat removed from the specific problems pertinent to your particular job and/or industry experience and interests, the lessons to be learned from the cases are generally universally relevant and transcend particular situations. In order to get the maximum benefit from our discussion of cases, it is essential that you thoroughly prepare the case for each class. This requires much more than simply reading the case, or having answers to the questions posed on the assignment sheet. For each case, you should have done a comprehensive analysis and arrived at a personal decision as to what strategy the particular organization should adopt. A general format to follow in your case analysis is: 1. Identify the underlying marketing problems, which the organization is facing; use the assignment questions as a guide but do not limit your analysis to these issues. 2. Generate alternative marketing actions (including their pros and cons) and make a decision about what should be done before you come to class. Do not try to guess what the right answer is. What matters is how well thought out the arguments behind your decisions are. 3. Be prepared to discuss your analysis and decisions with other students in class in a constructive manner; merely having a single observation or repeating case facts is not enough. Asking the right questions of each other is as important as coming up with answers. Ideally, the instructor takes on the role of a discussion facilitator, not of an expert. A typical question at the end of a case discussion is: So what is the answer? In case studies, as in the real world, there is no unique answer! What is important is that you know what you would have done in that specific marketing situation, and why, and that you begin to construct your own framework for approaching more general marketing problems. One last piece of advice: Do not attempt to find out what happened to the company or business as a basis for making your decision. Do not access case information from the Web, press, or other students. It is important to the learning process that you stick to the information in the case. If you have personal knowledge relevant to a case due to previous work experience please let me know before class so that I can incorporate your expertise into our class discussion. At no time should papers or notes from previous or concurrent marketing courses be used. Such use constitutes a violation of the INSEAD Honor Code. These criteria apply to both in-class and written case analyses. 1

4 COURSE FORMAT Lecture/Discussions Throughout the course there will be a series of lectures/discussions, either a full class or following a case discussion. These lecture/discussions will summarize our progress to date, emphasize key points in the course, and organize and complement materials covered in the cases and readings. The principal objective of these discussions is to examine completely all aspects of a marketing situation: facts, suppositions, alternatives, and final action and to help develop frameworks and approaches for marketing decision-making. EVALUATION During the term, the students (working individually and in groups) will be evaluated based on their performance in each of the following activities: Class Participation 15% Group Work 25% Final Examination 60% Note that the overall grade is based on individual performance (class participation and final examination) and group performance (exercises). The class discussion provides you with the opportunity to test your ideas and analyses against those of the other participants in the class. The weight assigned Class Participation reflects its critical importance to the learning of everyone in the class. While evaluation on this component is necessarily subjective, it is not hard to identify key characteristics of effective participators. Some of the criteria for evaluating effective class participation include: 1. Is the participant prepared? Do comments show evidence of analysis of the case? Do comments add to our understanding of the situation? Does the participant go beyond simple repetition of case facts without analysis and conclusions? Do comments show an understanding of theories, concepts, and analytical devices presented in class lectures or reading materials? 2. Is the participant a good listener? Are the points made relevant to the discussion? Are they linked to the comments of others? Is the participant willing to interact with other class members? 3. Is the participant an effective communicator? Are concepts presented in a concise and convincing fashion? Keep in mind that your grade for class participation is not simply a function of the amount of air time you take up. In general, I will evaluate you on how well you respond to my questions and on how effectively you take into account the comments and analyses of your classmates. 2

5 Group Write-Up DUE DATE: FRIDAY, 30 March, 2007 before class Häagen-Dazs X The case and details of the assignment will be distributed on 16 March. FINAL EXAMINATION The final examination will consist of a case analysis (guided by discussion questions, similar to the ones we have analyzed throughout the term). It is designed to test how well you can apply the knowledge and skills learned in the course. The same criteria used to assess the written case assignment will be used to judge your test performance. Thus the best way to prepare for the exam is to conscientiously study each of the cases throughout the term, do the exercises, read the assigned readings, and attend the classes. The exam will be in class, open book. REQUIRED COURSE MATERIALS Packet of s and Readings Kotler, Philip and Keller, Kevin (2006), Marketing Management, Prentice Hall, Upper Saddle River, NJ: Prentice Hall. If you have a recent edition (10 th or 11 th edition) of the book, you can probably get by without buying the newer one. 3

6 SESSIONS OVERVIEW SECTION 1: THE MARKETING FRAMEWORK Sessions 1 & 2 Monday, 12 March What is Marketing? Framework for Marketing Analysis QB House SECTION 2: ANALYSIS OF MARKETING OPPORTUNITY Sessions 3 Friday, 16 March Customer Analysis I Black & Decker Session 4 Monday, 19 March Customer Analysis II Skoda Auto (A) SECTION 3: FUNDAMENTALS OF MARKETING STRATEGY S T P Session 5 Wednesday, 21 March Segmentation & Targeting Vermont Teddy Bear Session 6 Monday, 26 March Positioning Mini s and Lecture Session 7 Wednesday, 28 March Branding Airpork Session 8 Friday, 30 March Formulate a Marketing Strategy Ford Ka (group assignment due) SECTION 4: MARKETING MIX DECISIONS THE 4 P s Session 9 Monday, 2 April Product Decisions Colgate-Palmolive Sessions 10 & 11 Wednesday, 4 April Advertising Decisions Intel Session 12 Monday, 9 April Pricing Decisions Kodak Funtime Session 13 Wednesday, 11 April Guest Speaker Suryakant Pandey Session 14 Wednesday, 18 April Channel Decisions Invisalign SECTION 5: WRAP-UP Sessions 15 & 16 Friday, 20 April Pulling it together and Wrap-up Alpha Corporation 4

7 OUTLINE OF CLASS ASSIGNMENTS SESSIONS 1 & 2: WHAT IS MARKETING AND A FRAMEWORK FOR MARKETING ANALYSIS QB House 1. What is QB House Just Cut s value proposition? 2. What should be Konishi s strategy for growth? Within Japan? Outside Japan? S Kotler and Keller Skim Chapters 1 and 2. Levitt, T. (1975), Marketing Myopia, Harvard Business Review. SESSIONS 3: CUSTOMER ANALYSIS I CONSUMER PERCEPTIONS Black & Decker 1. How do you explain the considerably smaller B&D market share in the Professional- Tradesmen segment of the market as compared with its leadership or strength position in the other segments? 2. Write a marketing plan for B&D power tool division using the strategic marketing framework presented in session 2. Kotler and Keller Chapter 6. 5

8 SESSION 4: CUSTOMER ANALYSIS II CONSUMER DECISION MAKING Skoda Auto (A) 1. What steps did Skoda Auto undertake in re-building their brand? 2. How do these actions help overcome the consumer perception problem that Skoda faces? 3. What is the cause of the consumer problem in the UK market? 4. How would you address the consumer problem in the UK market? Gouillard, F. J. & Sturdivant, F. D. (1994) Spend a Day in the Life of Your Customers, Harvard Business Review. SESSION 5: SEGMENTATION & TARGETING Vermont Teddy Bear Identify the key problem for Calyx & Corolla and propose a solution. Use the case analysis template in the "Segmentation and Targeing Analysis" reading as a guide. Suggest how the firm should focus its resources e.g., which customers it should target and why. Kotler & Keller P, Chapter 8 (skim). Chernev (2006), "Segmentation and Targeting Analysis," Kellogg School of Management Note. 6

9 SESSION 6: POSITIONING Mini cases and Lecture Kotler and Keller Chapter 10 (skim) Tybout, A. M. and B. Sternthal (2001), Brand Positioning, Kellogg on Marketing. Gouillard F. J. & Sturdivant F. D. (1997), Discovering New Points of Differentiation, Harvard Business Review. SESSION 7: BRANDING Airpork 1. What are the drivers of Airpork s brand equity? 2. Are there benefits unique to Airpork? 3. How should Airpork build its equity? Kotler and Keller Chapter 9 Keller, K. L. (2000) The Brand Report Card, Harvard Business Review. 7

10 SESSION 8: FORMULATING A MARKETING STRATEGY Ford Ka: Breaking New Ground in the Small Car Market : 1. Why did Ford develop the Ford Ka? Is the existing segmentation approach still applicable? 2. What segmentation approach do you recommend and who is your target buyer? Why? 3. What potential implementation problems do you expect with your recommended approach? How can you overcome them? Note that Häagen-Dazs X case analysis is due at the beginning of this session. The analysis is worth 25% of the course grades. SESSION 9: PRODUCT DECISIONS Colgate-Palmolive Company: The Precision Toothbrush 1. What changes are occurring in the toothpaste category? Assess Colgate-Palmolive s competitive position. 2. How is the toothbrush market segmented? Compare consumer behaviour for toothbrushes and toothpastes. 3. What are the arguments for launching Precision as (a) a niche product and (b) a main stream product? Kotler and Keller Chapter 12. Quelch, J. A. & Kenny, D., (1994) Extend Profits, Not Product Lines, Harvard Business Review. 8

11 SESSIONS 10 & 11: ADVERTISING DECISIONS Intel The CD-ROM will be handed out in class. Kotler and Keller Chapters 17 & 18 (skim). Joachimsthaler, E. & Aaker, D. A., (1997) Building Brands without Mass Media, Harvard Business Review. Dolan R. J. (2000) Integrated Marketing Communications, HBS SESSION 12: PRICING DECISIONS Kodak Funtime 4. What are the reasons behind Kodak s market share loss? What would happen, if Kodak maintained the status quo? 5. What should Kodak s objectives be in terms of market share, profitability, and brand equity? 6. How do you evaluate the proposed Funtime marketing plan in light of consumer behavior? The Kodak Funtime case relies heavily on data. Please come prepared with break-even analyses to evaluate the four possible options that Kodak is considering, plus any other options you believe are important and relevant. Kotler and Keller Chapter 14. Dolan, R. J., Note on Low-Tech Marketing Math, HBS Anderson, E. & Simester, D. (2003), Mind your Pricing Cues, Harvard Business Review. 9

12 SESSION 13: GUEST LECTURE SESSION Suryakant Pandey (Kraft) SESSION 14: CHANNEL DECISIONS Invisalign 1. Evaluate Invisalign s strategy (targeting and value proposition) and marketing mix (product, brand, promotion, distribution). 2. What is the key problem for Invisalign? How would you solve this problem? Kotler and Keller Chapters 15. Coughlan, A. T. and L. Stern (2001), Marketing Channel Design and Management, Kellogg on Marketing. SESSIONS 15 & 16: PULLING IT ALL TOGETHER AND WRAP UP Alpha Corporation 1. How would you segment the Projection TV market? 2. Which segment should Alpha target? 3. How should Alpha position its Projection TV to this selected target? 4. What would be the marketing mix with which this targeting positioning is implemented? Dolan, R. J., Note on Marketing Strategy, HBS Ward, S., Light L. & Goldstine J. (1999), What High-Tech Managers Need to Know about Brands, Harvard Business Review. 10

13 INSTRUCTOR S BIOGRAPHY Myungwoo Nam is Assistant Professor of Marketing at INSEAD. His research focuses on consumer judgment and information processing. He is a member of the American Marketing Association, Association for Consumer Research, and the Institute for Operations Research and the Management Sciences. Professor Nam holds a Ph.D. in Marketing from the Kellogg School of Management at Northwestern University, an M.S. in Statistics from Stanford University, and a B.A. in Business from Yonsei University in Seoul. 11

Introduction to Marketing Management MGT 505 (Evans Hall 2410)

Introduction to Marketing Management MGT 505 (Evans Hall 2410) Introduction to Marketing Management MGT 505 (Evans Hall 2410) Office: Room 5518, Evans Hall Phone: 203-432-6665 E-mail: jiwoong.shin@yale.edu, TA: Jungju Yu (Jungju.yu@yale.edu) TA Hours: TBA Instructor:

More information

LEE KONG CHIAN SCHOOL OF BUSINESS Year 2007/2008 Term 1. To be advised COURSE DESCRIPTION

LEE KONG CHIAN SCHOOL OF BUSINESS Year 2007/2008 Term 1. To be advised COURSE DESCRIPTION LEE KONG CHIAN SCHOOL OF BUSINESS Year 2007/2008 Term 1 MKTG101 Instructor: Tel: Email: Office: MARKETING Dr Raymond Teo To be advised To be advised xxx COURSE DESCRIPTION The objectives of this course

More information

Brand Strategy Professor Tonya W. Bradford. Fall Term 2014 / Mod 1

Brand Strategy Professor Tonya W. Bradford. Fall Term 2014 / Mod 1 Brand Strategy Professor Tonya W. Bradford Fall Term 2014 / Mod 1 E-MAIL: twbradford@nd.edu OFFICE: 380 Mendoza College of Business PHONE: (574) 631-8674 OFFICE HOURS: Tuesday from 2:30 to 4:30p & by appointment.

More information

MAR 5806: PROBLEMS AND METHODS IN MARKETING MANAGEMENT Module 2 FALL 2017

MAR 5806: PROBLEMS AND METHODS IN MARKETING MANAGEMENT Module 2 FALL 2017 MAR 5806: PROBLEMS AND METHODS IN MARKETING MANAGEMENT Module 2 FALL 2017 Instructor: Debanjan Mitra dmitra@ufl.edu Phone (352) 273-3284, Fax (352) 846-0457 255D Stuzin Hall Office Hours: By appointment

More information

The Lee Kong Chian School of Business Academic Year 2016/17 Term 2

The Lee Kong Chian School of Business Academic Year 2016/17 Term 2 The Lee Kong Chian School of Business Academic Year 206/7 Term 2 MKTG 0 MARKETING Instructor Name : Michelle Lee Title : Associate Professor of Marketing (Education) Tel : 6828 039 Email : michlee@smu.edu.sg

More information

Chapter 1 Marketing: Creating and Capturing Customer Value

Chapter 1 Marketing: Creating and Capturing Customer Value i t s good and good for you Chapter 1 Marketing: Creating and Capturing Customer Value Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 1-1 Creating and Capturing Customer Value GOAL

More information

KELLOGG SCHOOL OF MANAGEMENT NORTHWESTERN UNIVERSITY

KELLOGG SCHOOL OF MANAGEMENT NORTHWESTERN UNIVERSITY KELLOGG SCHOOL OF MANAGEMENT NORTHWESTERN UNIVERSITY MKTG 453 (71) Business (B2B) Marketing Fall 2017 Professor Eric Berggren Virtual Office Hours: Friday s 8-9 am (https://www.joinme.com/ericberggren

More information

Marketing Management; MBA 8145 Spring 2008 CRN Monday 7:15 9:45 PM ET Brookhaven Campus Room 309

Marketing Management; MBA 8145 Spring 2008 CRN Monday 7:15 9:45 PM ET Brookhaven Campus Room 309 Marketing Management; MBA 8145 Spring 2008 CRN 16196 Monday 7:15 9:45 PM ET Brookhaven Campus Room 309 INSTRUCTOR CHRISTOPHER LEMLEY OFFICE: RM. 1331ROBINSON COLLEGE OF BUSINESS 35 BROAD STREET, 13 TH

More information

BBA 3201, Principles of Marketing Course Syllabus. Course Description. Course Textbook. Course Learning Outcomes. Credits.

BBA 3201, Principles of Marketing Course Syllabus. Course Description. Course Textbook. Course Learning Outcomes. Credits. BBA 3201, Principles of Marketing Course Syllabus Course Description Provides and introduction to the functions of marketing, building on the influence of social, economic, ethical, legal, and technological

More information

UNIVERSITY OF WALES Module Implementation Plan

UNIVERSITY OF WALES Module Implementation Plan UNIVERSITY OF WALES Module Implementation Plan MODULE: MKT-101 Introductory LECTURER: Michael Redmond MKT-102 Introductory Management INTAKE: 2008 SEMESTER: Spring, 2010 ACTIVITY TYPES:, presentation,

More information

Kotler, P., Bowen, J. T., & Makens, J. C. (2014). Marketing for hospitality and tourism (6th ed.). Upper Saddle River, NJ: Prentice Hall.

Kotler, P., Bowen, J. T., & Makens, J. C. (2014). Marketing for hospitality and tourism (6th ed.). Upper Saddle River, NJ: Prentice Hall. BHM 4680, Marketing for Hospitality and Tourism Course Syllabus Course Description A study of marketing as one of the most exciting and complex functions of a hospitality and tourism manager. Combines

More information

FLORIDA GULF COAST UNIVERSITY LUTGERT COLLEGE OF BUSINESS DEPARTMENT OF MARKETING MAR 3023 (CRN 11138) INTRODUCTION TO MARKETING

FLORIDA GULF COAST UNIVERSITY LUTGERT COLLEGE OF BUSINESS DEPARTMENT OF MARKETING MAR 3023 (CRN 11138) INTRODUCTION TO MARKETING FLORIDA GULF COAST UNIVERSITY LUTGERT COLLEGE OF BUSINESS DEPARTMENT OF MARKETING MAR 3023 (CRN 11138) INTRODUCTION TO MARKETING MONDAY: 6:30 P.M. 9:15 P.M. LUTGERT HALL, ROOM 1202 COURSE SYLLABUS SPRING

More information

Version: 6/22/2017 (Saturday class)

Version: 6/22/2017 (Saturday class) MKTG 473: Strategic Brand Management Neal Roese, John L. and Helen Kellogg Professor of Marketing Professor of Psychology (courtesy) n-roese@kellogg.northwestern.edu Office: KGH 5347 Course Objective The

More information

Marketing Management II

Marketing Management II Year 2015-16 Marketing Management II Degree/study: Business Management and Administration Course: third-fourth Term: second Number of ECTS credits: 5 credits Hours of student s dedication: 125 Language

More information

B : MANAGING BRANDS, IDENTITY AND EXPERIENCES

B : MANAGING BRANDS, IDENTITY AND EXPERIENCES B 7612-002: MANAGING BRANDS, IDENTITY AND EXPERIENCES Columbia Business School Fall 2010 Bernd H. Schmitt 510 Uris Hall (212) 854-3468 BHS1@COLUMBIA.EDU CBS Teaching Assistant: Matthew Quint 323 Uris Hall

More information

VIC6316 Brand Management

VIC6316 Brand Management VIC6316 Brand Management Spring 2014 Professor: Sylvia Chan-Olmsted, Ph.D. Why do some brands have such loyal followers? Why do some brands fade away quickly? How does branding influence consumer behavior?

More information

Session : January to April 2010 (Semester II, 2009/2010)

Session : January to April 2010 (Semester II, 2009/2010) NATIONAL UNIVERSITY OF SINGAPORE NUS Business School Department of Marketing MKT2401A - Asian Markets and Marketing Management Lecturer : Mrs LEUNG-FUNG Yuen Shan, Ruth Biz 2, # 02-12 ruthleung@centermind.com

More information

HR Strategy II: Strategic Management [38:533:590:01] Spring 2018 [Syllabus as of January, 2018]

HR Strategy II: Strategic Management [38:533:590:01] Spring 2018 [Syllabus as of January, 2018] HR Strategy II: Strategic Management [38:533:590:01] Spring 2018 [Syllabus as of January, 2018] Leaders establish the vision for the future and set the strategy for getting there. John P. Kotter I was

More information

Version: 12/4/2017. Page 1 of 16

Version: 12/4/2017. Page 1 of 16 MKTG 473 Strategic Brand Management Neal Roese, John L. and Helen Kellogg Professor of Marketing Professor of Psychology (courtesy) n roese@kellogg.northwestern.edu Office: KGH 5347 Office Hours: by appointment

More information

Nanchang University International Summer Session MKT 21: Introduction to Marketing

Nanchang University International Summer Session MKT 21: Introduction to Marketing Nanchang University International Summer Session MKT 21: Introduction to Marketing Term: 2017 Summer Professor: To be announced Total contact hours: 54 hours (50 minutes each) Credit: 4 Academic Inquiries:

More information

Butler County Community College Business Technology and Workforce Development Spring COURSE OUTLINE Personal Selling

Butler County Community College Business Technology and Workforce Development Spring COURSE OUTLINE Personal Selling Butler County Community College Jared McGinley Business Technology and Workforce Development Spring 2003 COURSE OUTLINE Personal Selling Course Description: BA215. Personal Selling. 3 hours credit. This

More information

B6230 SERVICES MARKETING Faculty of Business Administration Memorial University of Newfoundland

B6230 SERVICES MARKETING Faculty of Business Administration Memorial University of Newfoundland B6230 SERVICES MARKETING Faculty of Business Administration Memorial University of Newfoundland COURSE INFORMATION AND SCHEDULE Fall Semester 2007 9:00 AM Monday/Wednesday, Room B2015 Instructor: Office:

More information

Boston University Study Abroad London International Brand Management COM CM 447 (Elective B) Spring 2013

Boston University Study Abroad London International Brand Management COM CM 447 (Elective B) Spring 2013 Boston University Study Abroad London International Brand Management COM CM 447 (Elective B) Spring 2013 Instructor Information A. Name Dr. Michael Heller Course Objectives This module aims to build upon

More information

Professional Development Academic Honesty University Academic Integrity Policy

Professional Development Academic Honesty University Academic Integrity Policy HR Strategy IV: Designing and Implementing Human Capital Strategies in an Era of Change 38:533:690:02 Spring 2018 Room: 006 Janice H. Levin Building Wednesdays 4:30 7:10 p.m. Professor: Bill Castellano

More information

MKTG 473 Strategic Brand Management

MKTG 473 Strategic Brand Management MKTG 473 Strategic Brand Management Neal Roese, John L. and Helen Kellogg Professor of Marketing Professor of Psychology (courtesy) n-roese@kellogg.northwestern.edu Office: KGH 5347 Course Objective The

More information

EVEN 3550: Sustainability Principles for Engineers Spring 2017, Monday-Wednesday-Friday, 11:00-11:50am, 150 ECCR

EVEN 3550: Sustainability Principles for Engineers Spring 2017, Monday-Wednesday-Friday, 11:00-11:50am, 150 ECCR Spring 2017, Monday-Wednesday-Friday, 11:00-11:50am, 150 ECCR Course Description This is a fundamental sustainability course for EVEN students. This course introduces students to sustainability principles

More information

Cambridge TECHNICALS OCR LEVEL 2 CAMBRIDGE TECHNICALS BUSINESS LEVEL 2 UNIT 5 THE MARKETING PLAN DELIVERY GUIDE VERSION 1 DECEMBER 2012

Cambridge TECHNICALS OCR LEVEL 2 CAMBRIDGE TECHNICALS BUSINESS LEVEL 2 UNIT 5 THE MARKETING PLAN DELIVERY GUIDE VERSION 1 DECEMBER 2012 Cambridge TECHNICALS OCR LEVEL 2 CAMBRIDGE TECHNICALS BUSINESS IN LEVEL 2 UNIT 5 THE MARKETING PLAN VERSION 1 DECEMBER 2012 CONTENTS Introduction Page 3 Unit 5 - The Marketing Plan Page 4 Learning Outcome

More information

MARKETING (MKT) Marketing (MKT) 1

MARKETING (MKT) Marketing (MKT) 1 Marketing (MKT) 1 MARKETING (MKT) MKT 201. Foundations of Marketing. 3 Credit Understanding and satisfying consumer need through product planning, pricing, promotion, and distribution. Students identify

More information

In market selection first mover might have an advantage, can develop market recognition, and achieve scale economies

In market selection first mover might have an advantage, can develop market recognition, and achieve scale economies Marketing Strategy Overview - Strategy: plan to achieve defined objectives - Strategy at multiple levels with an enterprise - Marketing strategy is at the heart of any business, everything else is complementary

More information

The concept of brand equity - A comparative approach

The concept of brand equity - A comparative approach MPRA Munich Personal RePEc Archive The concept of brand equity - A comparative approach Ovidiu Ioan Moisescu 2005 Online at https://mpra.ub.uni-muenchen.de/32013/ MPRA Paper No. 32013, posted 4 July 2011

More information

Marketing COURSE NUMBER: 22:630:609 COURSE TITLE: Marketing Strategy

Marketing COURSE NUMBER: 22:630:609 COURSE TITLE: Marketing Strategy Marketing COURSE NUMBER: 22:630:609 COURSE TITLE: Marketing Strategy COURSE DESCRIPTION This is a hands-on course that emphasizes decision-making. Throughout the course, the focus is on helping you to

More information

HR Strategy II: Strategic Management [38:533:590:02] Spring 2018 [Syllabus as of January 17, 2018]

HR Strategy II: Strategic Management [38:533:590:02] Spring 2018 [Syllabus as of January 17, 2018] HR Strategy II: Strategic Management [38:533:590:02] Spring 2018 [Syllabus as of January 17, 2018] Leaders establish the vision for the future and set the strategy for getting there. John P. Kotter I was

More information

MAN 4301 (Section 1089) Human Resource Management Spring 2018, M/W Periods 3-4, 9:35 a.m. 11:30 a.m., Stuzin (STZ) 104

MAN 4301 (Section 1089) Human Resource Management Spring 2018, M/W Periods 3-4, 9:35 a.m. 11:30 a.m., Stuzin (STZ) 104 1 MAN 4301 (Section 1089) Human Resource Management Spring 2018, M/W Periods 3-4, 9:35 a.m. 11:30 a.m., Stuzin (STZ) 104 Instructor: Elisabeth Gilbert Office hours: 12 p.m. 2 p.m. Mondays, or by appointment

More information

Product and Branding Strategy

Product and Branding Strategy Product and Branding Strategy Presentation Outline Different levels of a product Characteristics of products and services Product mix concept Demand measurement Branding Brand Architecture Brand Equity

More information

Ross School of Business at the University of Michigan Independent Study Project Report

Ross School of Business at the University of Michigan Independent Study Project Report Ross School of Business at the University of Michigan Independent Study Project Report TERM : Fall 1997 COURSE : OB 750 PROFESSOR : Noel Tichy STUDENT : Renee Robinson TITLE : Motivating growth : a step-by-step

More information

Marketing Orientations and Higher Education: Applications and Implications

Marketing Orientations and Higher Education: Applications and Implications Marketing Orientations and Higher Education: s and Implications Robert E. Wright University of Illinois at Springfield State supported colleges and universities must increasingly rely on their own sources

More information

Marketing Concepts (MKTG)(2017)

Marketing Concepts (MKTG)(2017) Marketing Concepts (MKTG)(2017) Course Overview Title: Marketing Concepts Prerequisites: None Hours: 50 Credits: 5 Course Type: Marketing, International Business (300/400 level) Term(s): Fall, Winter,

More information

THE MUTUAL GAINS APPROACH TO NEGOTIATION: A FOUR-STEP PROCESS

THE MUTUAL GAINS APPROACH TO NEGOTIATION: A FOUR-STEP PROCESS THE MUTUAL GAINS APPROACH TO NEGOTIATION: A FOUR-STEP PROCESS Introduction The Mutual Gains Approach to Negotiation is highly valuable in situations where many stakeholders are negotiating a complex set

More information

Course Objectives: Upon completion, the student should be able to:

Course Objectives: Upon completion, the student should be able to: MARKETING 360.101 MARKETING OF SERVICES DEPARTMENT OF MANAGEMENT, MARKETING, AND INTERNATIONAL BUSINESS NELSON RUSCHE COLLEGE OF BUSINESS SUMMER SESSION I 2011 PROFESSOR: Dr. Marlene Kahla, Associate Professor,

More information

COURSES IN ADVERTISING AND PUBLIC RELATIONS

COURSES IN ADVERTISING AND PUBLIC RELATIONS Courses in Advertising and Public Relations 1 COURSES IN ADVERTISING AND PUBLIC RELATIONS Advertising and Public Relations Courses APR100 Professional Exploratory The Professional Exploratory provides

More information

Business-to-Business Marketing WS 2014

Business-to-Business Marketing WS 2014 Business-to-Business Marketing WS 2014 Martin A.Koschat I Focus and Objectives This course explores the challenges of market-focused management in the business-to-business (B2B) realm. While firms operating

More information

Management Information Systems

Management Information Systems Management Information Systems Achieving Competitive Advantage with Information Systems Lecturer: Richard Boateng, PhD. Lecturer in Information Systems, University of Ghana Business School Executive Director,

More information

Developing and Marketing New Products

Developing and Marketing New Products Developing and Marketing New Products Contact details Prof. Dr. Christoph Fuchs TUM School of Management Technische Universität München Office: 2531 Phone: +49 (0)89 289-28401 Email: christoph.fuchs@tum.de

More information

Stewart, G. L., & Brown, K. G. (2015). Human resource management: Linking strategy to practice (3rd ed.). Hoboken, NJ: Wiley.

Stewart, G. L., & Brown, K. G. (2015). Human resource management: Linking strategy to practice (3rd ed.). Hoboken, NJ: Wiley. BHR 3352, Human Resource Management Course Syllabus Course Description Provides a management-oriented exploration of human resource management, structure, functional applications, and labor management

More information

Topic 1 Marketing Concepts

Topic 1 Marketing Concepts Topic 1 Marketing Concepts What is Marketing? Marketing: the activity, set of institutions, and process for creating, communicating, delivering and exchanging offerings that have value for customers, client

More information

PR 222 Introduction to Advertising Revised 9/09 D. Bober

PR 222 Introduction to Advertising Revised 9/09 D. Bober Ursuline College Accelerated Program CRITICAL INFORMATION! DO NOT SKIP THIS LINK BELOW... BEFORE PROCEEDING TO READ THE UCAP MODULE, YOU ARE EXPECTED TO READ AND ADHERE TO ALL UCAP POLICY INFORMATION CONTAINED

More information

Sustainable Competitive Advantages: Consumer Preference

Sustainable Competitive Advantages: Consumer Preference Sustainable Competitive Advantages: Consumer Preference August 2, 2016 by Baijnath Ramraika, CFA and Prashant Trivedi, CFA with assistance from Ms. Siddhi Gujar Advisor Perspectives welcomes guest contributions.

More information

MGMT 725 Strategic HR Metrics

MGMT 725 Strategic HR Metrics MGMT 725 Strategic HR Metrics Instructor: E mail: Office: Office Hours: Paul D. Bliese, Ph.D. paul.bliese@moore.sc.edu 410B Mondays and Wednesday, 9:30 11:30am and by appointment. Note that setting up

More information

International Journal of Economics and Society June 2015, Issue 2

International Journal of Economics and Society June 2015, Issue 2 OPERATIONAL AND STRATEGIC POSITIONING OF ENTERPRISES IN THE TARGET MARKET Olesya Lopatovska, Ph.D student, Department of marketing, Khmelnitsky National University, Ukraine Abstract. This article focuses

More information

Chair of Marketing & Innovation

Chair of Marketing & Innovation MKT 580 Digital Marketing Strategy Fall Term 2017 Course Instructor: Course Administrator: Madeline Barth (barth@uni-mannheim.de) Telephone: +49 (0) 621 181-2388 Office: Marketing Villa, L5, 1 Course Objectives

More information

NEW YORK UNIVERSITY STERN SCHOOL OF BUSINESS. MKTG-GB New Products Professor Eitan Muller

NEW YORK UNIVERSITY STERN SCHOOL OF BUSINESS. MKTG-GB New Products Professor Eitan Muller Class time: Tuesday / Thursday 10:30-11:50 Office: Tisch 907 Phone: (212) 998-0516 Mail: emuller@stern.nyu.edu Course description NEW YORK UNIVERSITY STERN SCHOOL OF BUSINESS MKTG-GB.2370.01 New Products

More information

TUCK002: Principles of Marketing

TUCK002: Principles of Marketing TUCK002: Principles of Marketing Fall Term 2014 Professor Yaniv Dover Instructor Details: Academic Coordinator: Class Meetings: Office: Buchanan 112 Email: Yaniv.Dover@tuck.dartmouth.edu Office Hours:

More information

Medical Affairs for Modern Pharma New Challenges & Competencies

Medical Affairs for Modern Pharma New Challenges & Competencies 2-Day Course Medical Affairs for Modern Pharma New Challenges & Competencies Learn how medical affairs can enhance the commercial success of pharma brands with market insight generation, brand value definition,

More information

Concepts of Marketing MEJO Fall 2017 (Posted )

Concepts of Marketing MEJO Fall 2017 (Posted ) Concepts of Marketing MEJO 475.1 Fall 2017 (Posted 8.22.2017) Instructor: Dr. Heidi Hennink Kaminski Class: Tues. and Thurs. 11:00am 12:15pm; CA 143 Office: 361 Carroll Hall Office Hours: Tues. 1:45 2:30pm

More information

CUSTOMER BASED BRAND EQUITY

CUSTOMER BASED BRAND EQUITY CUSTOMER BASED BRAND EQUITY What is Customer Based Brand Equity? Customer based brand equity is the differential effect that brand knowledge has on consumer response to the marketing of that brand. "Brand

More information

The Amazon Echo Advertising Strategy Spring 2016 Group 2 Kara Braun, Alex Carter, Riley Collins, Maxwell Sanders, Bryana Tianga

The Amazon Echo Advertising Strategy Spring 2016 Group 2 Kara Braun, Alex Carter, Riley Collins, Maxwell Sanders, Bryana Tianga The Amazon Echo Advertising Strategy Spring 2016 Group 2 Kara Braun, Alex Carter, Riley Collins, Maxwell Sanders, Bryana Tianga Outline Part I: Part II: Problem Statement Problem & Opportunity Analysis

More information

Maxwell Scholarship Competition Guidelines for 2018

Maxwell Scholarship Competition Guidelines for 2018 Maxwell Scholarship Competition Guidelines for 2018 This document provides the following information: 1. How scholarship awards are determined 2. Deadlines and finalists announcement 3. Policy memo requirements

More information

The course addresses 3 phases of innovation: from ideation to commercialization.

The course addresses 3 phases of innovation: from ideation to commercialization. MHR 7660 Innovation Practice Class: 4483 Meets: Wednesdays 6:15pm-9:30pm 275 Gerlach Hall Instructor: Michael Fruhling Office Hours: by appointment 614.937.2408 Fruhling.3@osu.edu I. Course description

More information

Certified Professional Secretary Review Management POFT 2046

Certified Professional Secretary Review Management POFT 2046 HOUSTON COMMUNITY COLLEGE SOUTHWEST Certified Professional Secretary Review Management POFT 2046 Date and Time of Class: Class CRN: Instructor s Name: School Site: Phone Number: HOUSTON COMMUNITY COLLEGE

More information

ATHENS UNIVERSITY OF ECONOMICS & BUSINESS MBA INTERNATIONAL

ATHENS UNIVERSITY OF ECONOMICS & BUSINESS MBA INTERNATIONAL ATHENS UNIVERSITY OF ECONOMICS & BUSINESS MBA INTERNATIONAL DS 314 - Consumer Behavior George Siomkos, Ph.D Th. 18:00-20:45 Spring 2006 COURSE NATURE & OBJECTIVES This course follows a multidisciplinary

More information

Goal Setting Aligning Objectives and Action

Goal Setting Aligning Objectives and Action Overview Having clear goals is proven to drive the performance of both individuals and organizations. The best organizations set goals from the top down in the form of nested goals. These goals should

More information

TOPIC. Quarter: Second Professor(s): Vladimir Melnyk Office Hours: Tuesdays, from 11:00 until 14:00 (upon appointment) SHORT COURSE DESCRIPTION

TOPIC. Quarter: Second Professor(s): Vladimir Melnyk Office Hours: Tuesdays, from 11:00 until 14:00 (upon appointment) SHORT COURSE DESCRIPTION TOPIC Quarter: Second Professor(s): Vladimir Melnyk Office Hours: Tuesdays, from 11:00 until 14:00 (upon appointment) SHORT COURSE DESCRIPTION Consumers and their needs are at the core of marketing. The

More information

Customer Value Management

Customer Value Management Customer Value Management James C. Anderson Kellogg School of Management Northwestern University November 2013 2013 James C. Anderson LLC. All rights reserved. Customer Value Management Overview 1. What

More information

Full file at https://fratstock.eu

Full file at https://fratstock.eu Performance and Productivity: Team Performance Criteria and Threats to Productivity OVERVIEW This chapter is best discussed following a team exercise or case so that students have an opportunity to reflect

More information

Principles of Marketing MRKG 1311 RIL01 Fall I 2015 Term August 10 th October 3 rd, 2015

Principles of Marketing MRKG 1311 RIL01 Fall I 2015 Term August 10 th October 3 rd, 2015 Principles of Marketing MRKG 1311 RIL01 Fall I 2015 Term August 10 th October 3 rd, 2015 Instructor: Ms. Anda R. Arms, MRCP Email: anda.arms@ctcd.edu Telephone/Text: 785-410-8137 Course Title: Principles

More information

CASE WESTERN RESERVE UNIVERSITY Weatherhead School of Management

CASE WESTERN RESERVE UNIVERSITY Weatherhead School of Management Inventory Strategy Forecasting Inventory decisions Purchasing and supply scheduling decisions Storage fundamentals Storage decisions Transport Strategy Transport fundamentals Transport decisions Customer

More information

Ibrahim Sameer (MBA - Specialized in Finance, B.Com Specialized in Accounting & Marketing)

Ibrahim Sameer (MBA - Specialized in Finance, B.Com Specialized in Accounting & Marketing) Ibrahim Sameer (MBA - Specialized in Finance, B.Com Specialized in Accounting & Marketing) STRATEGY AND PLANNING What is Planning? STRATEGY AND PLANNING What is Planning? Philip Kotler said of planning

More information

An Introduction. Twelfth Edition. Global Edition. O GARY ARMSTRONG University of North Carolina. Q PHILIP KOTLER Northwestern University PEARSON

An Introduction. Twelfth Edition. Global Edition. O GARY ARMSTRONG University of North Carolina. Q PHILIP KOTLER Northwestern University PEARSON An Introduction Twelfth Edition Global Edition O GARY ARMSTRONG University of North Carolina Q PHILIP KOTLER Northwestern University PEARSON Boston Columbus Indianapolis New York San Francisco Upper Saddle

More information

The Chicken or the Egg - Value Propositions or SWOT?

The Chicken or the Egg - Value Propositions or SWOT? The Chicken or the Egg - Value Propositions or SWOT? A Thought Leadership White Paper By Howard W. Coleman, MCA Associates I just recently caught-up with a Harvard Business Review blog that discussed,

More information

FundyPros Specialty Construction

FundyPros Specialty Construction Now and Tomorrow Excellence in Everything We Do Skills and Employment Office of Literacy and Essential Skills CASE STUDY INTEGRATING ESSENTIAL SKILLS FOR SUCCESS FundyPros Specialty Construction Key Facts

More information

Marketing 454: Advertising Strategy (Draft)

Marketing 454: Advertising Strategy (Draft) Marketing 454: Advertising Strategy (Draft) Summer 2017 Brian Sternthal The Advertising Strategy course examines how to plan and execute advertising strategy. The course is divided into three sections.

More information

CULINARY ARTS COURSE SYLLABUS PRINCIPLES OF FOOD AND BEVERAGE CONTROLS PROGRAM COURSE NUMBER: RSTO 2301 CREDIT HOURS: 03

CULINARY ARTS COURSE SYLLABUS PRINCIPLES OF FOOD AND BEVERAGE CONTROLS PROGRAM COURSE NUMBER: RSTO 2301 CREDIT HOURS: 03 CULINARY ARTS COURSE SYLLABUS TITLE: PRINCIPLES OF FOOD AND BEVERAGE CONTROLS PROGRAM COURSE NUMBER: RSTO 2301 CREDIT HOURS: 03 LECTURE HOURS: 2 LAB HOURS: 2 CONTACT HOURS: 64 PREREQUISITE (S): None PROGRAM

More information

Business Excellence & Project Management Review Q&A Session Bologna, 27 th of November 2009

Business Excellence & Project Management Review Q&A Session Bologna, 27 th of November 2009 Business Excellence & Project Management Review Q&A Session Bologna, 27 th of November 2009 Aims of the Course Environmental and quality aspects are driven by standards, directives, guidelines and models.

More information

IT S TIME TO RETHINK CONCEPT TESTING

IT S TIME TO RETHINK CONCEPT TESTING GfK 2017 concept testing no longer predicts innovation success Many of our clients tell us that traditional ways to test concepts fail to provide the level of agility, direction and prediction they need.

More information

[Philip Kotler] Marketing for Hospitality and Tourism (2nd Edition) Download PDF Online

[Philip Kotler] Marketing for Hospitality and Tourism (2nd Edition) Download PDF Online [Philip Kotler] Marketing for Hospitality and Tourism (2nd Edition) Download PDF Online Marketing for Hospitality and Tourism (2nd Edition) at M.LT., both in economics. He received his master's degree

More information

Standard 5 Appendix 6

Standard 5 Appendix 6 Standard 5 Appendix 6 MPA PROGRAM ASSESSMENT PLAN May 2013 Part I: Overarching Program Components Purpose: To ensure the MPA program has regular and effective assessment of its mission, goals, public service

More information

Concepts of Marketing JOMC Spring 2016 (Posted )

Concepts of Marketing JOMC Spring 2016 (Posted ) Concepts of Marketing JOMC 475.1 Spring 2016 (Posted 1.11.16) Instructor: Dr. Heidi Hennink Kaminski Office: 361 Carroll Hall Email: h2kamins@unc.edu Class: Tues. and Thurs. 9:30am to 10:45am Office Hours:

More information

The Intangible Factors of Design and New Product Development

The Intangible Factors of Design and New Product Development Portland State University PDXScholar Student Research Symposium Student Research Symposium 2015 May 12th, 2:45 PM - 4:15 PM The Intangible Factors of Design and New Product Development David L. Driskill

More information

Module 1: Fundamentals of Airline Management

Module 1: Fundamentals of Airline Management Aerospace Master of Science Program Module 1: Fundamentals of Airline Management October 12 to October 17, 2015 Boeing Sponsor Dr. Fariba Alamdari Phone: +1 206-766-2550 Email: Fariba.Alamdari@boeing.com

More information

MIT SLOAN SCHOOL OF MANAGEMENT 15:818 PRICING

MIT SLOAN SCHOOL OF MANAGEMENT 15:818 PRICING MIT SLOAN SCHOOL OF MANAGEMENT 15:818 PRICING CATHERINE TUCKER Session Date Day Module Session Deadline Reading 1 7-Sep Thurs Architecture 3cs 2 12-Sep Tues Architecture Value The Taxi-Meter Eect. 1 3

More information

I will be dependent on the Technology Business Planning Manager being open to sharing their experiences

I will be dependent on the Technology Business Planning Manager being open to sharing their experiences Development plan Name: Jenna Hanson Membership number: 24681012 Covering the period from: January to December What do I want/need to learn? What will I do to achieve this? What resources or support will

More information

Effective Negotiating

Effective Negotiating Now that you ve taken the Effective Negotiating there s more. Dr. Chester L. Karrass presents the masters class of negotiation 2 Effective Negotiating the Follow-on Program Discover the next level of negotiating

More information

FACILITATED by. General Manager. This is a 2-1/2 day. Jeff s responsibility during this course is to JEFF SACKS. Workshop.

FACILITATED by. General Manager. This is a 2-1/2 day. Jeff s responsibility during this course is to JEFF SACKS. Workshop. WHERE GOOD general MANAGERS LEARN HOW TO BE great! This is a 2-1/2 day course designed and facilitated by Jeff Sacks, an industry-known premier trainer of over 1,000 General Managers. If you want to be

More information

Direct Marketing Metrics and Analysis

Direct Marketing Metrics and Analysis Accurately measure your direct marketing success and create viable marketing plans with the mathematical and analytical tools you ll learn to use at this interactive two-day workshop. Direct Marketing

More information

Graphs and Percentages Cumulative Activity. Special Report

Graphs and Percentages Cumulative Activity. Special Report Graphs and Percentages Cumulative Activity By Huckleberry Rahr, M.S. Special Report TABLE OF CONTENTS Table of Contents......... 1 Graphs and Percentages Cumulative activity... 2 Scoring... 3 Car Ad Analysis...

More information

CONSUMERS WELCOME THE LAUNCH OF THE RETAIL FORUM

CONSUMERS WELCOME THE LAUNCH OF THE RETAIL FORUM CONSUMERS WELCOME THE LAUNCH OF THE RETAIL FORUM Contact: Monique Goyens do@beuc.eu Ref.: X/018/2009-10/03/09 Summary Address by Monique Goyens, Director General of BEUC, at the launch of the Retail Forum

More information

PHASE 1: DETERMINE POSITION

PHASE 1: DETERMINE POSITION TEAM SESSION AGENDA I. Review the Purpose and Use of a SWOT (15 mins) II. Brainstorm your organizations Strengths, Weaknesses, Opportunities and Threats (60 mins) III. Synthesize the SWOT items into Critical

More information

MARKETING STRATEGY. Fall 2013 COURSE DESCRIPTION COURSE OBJECTIVES

MARKETING STRATEGY. Fall 2013 COURSE DESCRIPTION COURSE OBJECTIVES MARKETING STRATEGY Fall 2013 COURSE NUMBER: BUS 771 (001) CLASSROOM: Sage Hall 2215 CLASS SCHEDULE: Wednesday, 6:00pm 9:10pm INSTRUCTOR: Dr. Melissa G. Bublitz OFFICE: Sage Hall 1453 PHONE: (920) 424 1013

More information

Seminar on Current Marketing Topics

Seminar on Current Marketing Topics INTERAMERICAN UNIVERSITY OF PUERTO RICO METROPOLITAN CAMPUS ECONOMICS AND ADMINISTRATIVE SCIENCES FACULTY MBA PROGRAM I. GENERAL INFORMATION SYLLABUS Course Title: Seminar on Current Marketing Topics Code

More information

MRKG 1311 Principles of Marketing

MRKG 1311 Principles of Marketing Course Syllabus MRKG 1311 Principles of Marketing Revision Date: August 28, 2017 Catalog Description: Introduction to the marketing mix functions and process. Includes identification of consumer and organizational

More information

Marketing information system

Marketing information system Conducting Marketing Research and Forecasting Demand Marketing information system (intelligence) What will we learn? What is MIS (Marketing information system)? What is marketing research? Examples of

More information

Luxury Brands & Design.

Luxury Brands & Design. Luxury Brands & Design www.philippemihailovich.com Course Content Day 1: Lessons Learned. Branding Theory: The Keller Model. Maison vs Product Brands. French Luxury versus American approaches. Brand DNA

More information

HOW THE BEST DEALERS USING LOYALTY PROGRAMS TO BOOST CUSTOMER RETENTION

HOW THE BEST DEALERS USING LOYALTY PROGRAMS TO BOOST CUSTOMER RETENTION HOW THE BEST DEALERS STAY TOP-OF-MIND USING LOYALTY PROGRAMS TO BOOST CUSTOMER RETENTION EXECUTIVE SUMMARY Customer retention is every dealership s goal, but few have mastered a practical way to accomplish

More information

Game Changers in Infrastructure Program

Game Changers in Infrastructure Program Game Changers in Infrastructure Program Information Pack 2018 Take that next step in your career. Win more bids. Deliver high performance projects. An extraordinary environment for leaders in infrastructure

More information

Marketing: Advertising and Sales Promotion

Marketing: Advertising and Sales Promotion Marketing: Advertising and Sales Promotion Food Communication II Section D Segmenting and Targeting All of the information has been adapted from: Kotler P. Armstrong, G., 2004. Principles of Marketing.

More information

MKT W: MARKETING MANAGEMENT

MKT W: MARKETING MANAGEMENT MKT 521-03W: MARKETING MANAGEMENT FALL SEMESTER: Aug. 26 th Dec. 13, 2013 CLASSROOM: Virtual MEETING TIMES: Virtual NOTE ABOUT TIMES: All times and deadlines for this course are listed as Central Standard

More information

Why Do So Many Online Businesses Fail?

Why Do So Many Online Businesses Fail? Why Do So Many Online Businesses Fail? Why do online businesses fail? This question isn t easy to answer. More often than not, there are multiple factors that prevent online businesses from turning a profit,

More information

Cosmetics and Fragrance Marketing and Management

Cosmetics and Fragrance Marketing and Management Cosmetics and Fragrance Marketing and Management NYSED: 22600 HEGIS: 1099 The 39-credit, part-time program in Cosmetics and Fragrance Marketing and Management is recognized as a think tank for training

More information

Data Tools & Techniques and Marketing Analysis

Data Tools & Techniques and Marketing Analysis Data Tools & Techniques and Marketing Analysis Course Overview using Boeing vs. Airbus Professor Raghu Iyengar Airline Industry Two large companies Boeing and Airbus Both agree on overall market size About

More information

Chapter 4 Market research

Chapter 4 Market research Chapter 4 Market research Businesses regard having an understanding of the market place as a major priority. This is because of the following factors: the expense of launching new products; the importance

More information