to
Professor Lee's
Advanced (Strategic) Marketing Management
What is strategic marketing management? We learn it from recent cases.
Course Syllabus
| Week |
Topics |
Textbook |
Teaching Notes |
Case Notes |
Others |
|
Week 1 |
The changing role of marketing | Chapter 1 |
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| Week 2 | Strategic market planning Case 4: Cowgirl Chocolates. |
Chapter 3 |
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| Week 3 | Marketing intelligence and creative problem solving Case 5: Calgene: Marketing High-tech Tomatoes. |
Chapter 4 |
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| Week 4 | Understanding consumer buying behavior Case 11: Black Diamond Inc |
Chapter 5 |
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| Week 5 | Market segmentation, targeting, and positioning Case 22: Kentucky Fried Chicken |
Chapter 7 |
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| Week 6 | Product strategy Case 8: DeCopier Technologis, Inc. |
Chapter 8 |
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| Week 7 | Service marketing strategy Case 10: Priceline.com |
Chapter 9 |
Individual essay Due |
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| Week 8 | Distribution strategy Case 16: Perdue Farm Inc. |
Chapter 10 |
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| Week 9 | Mid-exam Break | ||||
| Week 10 | Integrated marketing communications strategy Case 1: Botton Village |
Chapter 11 |
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| Week 11 | Direct marketing Case 21: America Online |
Chapter 13 |
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| Week 12 | Pricing strategy Case 19: Kellogg Company |
Chapter 14 |
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| Week 13 | Control and measurement of marketing performance Case 9: Circus Circus Enterprises, Inc |
Chapter 15 |
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| Week 14 | The marketing oriented organization Case 12: Philip Morris, Inc. (“Big Mo”) |
Chapter 16 |
Case project Due |
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| Week 15 | project presentations | ||||
| Week 16 | project presentations | ||||
| ***Click! Download 1) Syllabus (Ms-word) | |||||
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