Importance of Marketing

Market Value

Cash Flows

Customers

Company

Competitors

3 Prof. Natalie Mizik 2010 MIT 15.810

Course Objectives and Structure

I. Situation Analysis: COLLABORATORS Identify Market Opportunities (5Cs) II. Set Strategy SEGMENTATION (STP)
CUSTOMERS COMPANY COMPETITION CONTEXT

TARGETING

POSITIONING

ACQUISITIONRETENTION

III. Formulate Marketing Programs (4Ps)

PRODUCT

PRICE

PROMOTION

PLACE

Prof. Natalie Mizik 2010 MIT 15.810

15.810 Course Structure:

I. Analyzing Markets and Identifying Opportunities
Topic Introduction and Company Analysis Competitive Analysis Customer Analysis I Customer Analysis II & III: Value to the Customer and Customer Lifetime Value Case/Readings Case: Federal Express (B) Read: Note on Marketing Strategy Read: Basic Quantitative Analysis for Marketing Read: Analyzing Marketing Problems and Cases Case: American Airlines (A) Skim: Managing the Competition Read: How to manage an aggressive competitor Read: To Understand Your Customers, You Have to Know How they Think Read: A Nobel That Bridges Economics and Psychology Read: Economic Benefits and Value Creation Read: Zero Defections: Quality Comes to Services Read: Customers As Assets Assignment

III. Formulating Marketing Programs

Session Date 12. Oct 27
Marketing Survey due by 7:00 pm HW Assignment 1

Session Date 1. Sept 8

2. Sept 13

13. Nov 1 14. Nov 3

3 Sept 15

15. Nov 8

4. Sept 20

16. Nov 10

Case/Readings Read: Product Development: A Customer-Driven Product Approach Read: First-Mover Disadvantage Mktg Products Case: Massive Inc. for Multi-Sided Speaker: Katherine Hays (CEO, GenArts, Inc., Demand Markets former COO and CFO of Massive Inc.) Case: Medicines Co Price Read: Pricing Opportunities Read: Ethical Issues in Pricing Read: Who Benefits from Price Promotion? Read: Marketing Communications and Customer Promotion Response Speaker: John Gerzema (CIO, Young&Rubicam) Case: Rohm and Haas (A) Read: Aligning Incentives in Marketing Distribution

Topic

Assignment

HW Assignment 4

Final Project Proposal

Channels IV.
17. Nov 15
HW Assignment 2

II.
5. Sept 22 6. Sept 27 7. Sept 29 8. Oct 4

Developing Marketing Strategy

Developing Mkt Strategy Segmentation, Targeting and Positioning EVC-Based Strategy STP-based Strategy and IBS IBS, Social Responsibility and Marketing No class Branding SIP Developing Mktg Strategy for Innovation Case: Aqualisa Quartz: Simply a Better Shower Skim: Segmentation and Targeting Analysis Skim: Value Proposition and Positioning Case: Optical Distortion, Inc. Case: Harrahs Entertainment Inc. Read: The Worst of all Bets Read: Betting Your Life on It Read: Behavioral Addictions Speaker: Ron Gonen (Founder and CEO, RecycleBank) Columbus Day holiday Read: How do Brands Create Value? Read: How to Better Value Branded Businesses October 18-22 SIP Case: Sonance (A) No class Case Write-up due by 10 am No class

Special Topics
International Market Entry International Branding Course Summary No Class Team Presentations Case: Citibank: Launching the Credit Card in Asia Pacific (A) Speaker: Juan J. Alfonso (Vice President, Marketing & Program Development, ESPN International) Read: The Cost of Myopic Management Read: Myopic Marketing Management Thanksgiving Read: Building a Marketing Plan Final Projects Due Final Project

18. Nov 17 19. Nov 22

HW Assignment 3

Nov 24 20. Nov 29 December 1

9. Oct 6 Oct 11 10. Oct 13 Oct 18-22 11. Oct 25

5 Prof. Natalie Mizik 2010 MIT 15.810

What You Will Learn

What to do A. Frameworks to develop and evaluate marketing strategy. 1. Analysis (Company, Competitors, Customers, Context, Collaborators: 2. Segmenting, Targeting, Positioning (STP) B. Analytical tools 1. Value of products (EVC) 2. Value of customers (CLV) 3. Value of brands (brand equity) C. Marketing assets 1. Customers 2. Brands

5Cs)

How to do it A. Developing marketing programs (Product, Place, Price, Promotion: 4Ps) B. Strategy implementation

Prof. Natalie Mizik 2010 MIT 15.810

Why it will help you

Marketersgateway course, basic intro to marketing (take electives!) Entrepreneursframework for identifying and exploiting market opportunities Consultantsstrategic framework and tools to facilitate firm decision-making Financierswhere cash comes from, alternative approaches to valuation
7 Prof. Natalie Mizik 2010 MIT 15.810