Marketing Strategy: Instructional Manual

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Marketing Strategy: Based on First Principles and Data Analytics

Instructional Manual

                                                                                   
 
TABLE OF CONTENTS

1. A PERSONAL NOTE FROM THE AUTHORS 3
2. INSTRUCTIONAL RESOURCES 4
2.1 FIRST PRINCIPLES APPROACH SLIDE LIBRARY 4
2.2 DATA ANALYTIC TECHNIQUE SECTIONS SLIDE LIBRARY 4
2.3 BROAD ANALYTICS CASES (WITH SOLUTIONS) AND DATA 5
2.4 ANALYTICS CASE REFERENCES 5
2.5 EXAMPLE SYLLABI 6
2.6 TEST BANK 7
2.7 INSTRUCTIONAL VIDEOS 7
2.8 INTEGRATES WITH MARKETING SIMULATION SOFTWARE (E.G., MARKSTRAT) 7
3. DELIVERING A MARKETING STRATEGY COURSE 8
3.1 OVERARCHING OBJECTIVES 8
3.2 OVERALL COURSE STRUCTURE 8
3.3 COURSE STRUCTURE FOR UNDERGRADUATE MARKETING STRATEGY/MANAGEMENT 9
3.4 GRADED COMPONENTS FOR UNDERGRADUATE MARKETING STRATEGY/MANAGEMENT 10
3.5 EXAMPLE SYLLABUS FOR UNDERGRADUATE MARKETING STRATEGY/MANAGEMENT 10
3.6 COURSE STRUCTURE FOR A GRADUATE (MBA) MARKETING STRATEGY/MANAGEMENT 11
3.7 GRADED COMPONENTS FOR GRADUATE (MBA) MARKETING STRATEGY/MANAGEMENT 12
3.8 EXAMPLE SYLLABUS FOR GRADUATE (MBA) MARKETING STRATEGY/MANAGEMENT 12
4. DELIVERING A MARKETING ANALYTICS COURSE 13
4.1 OVERARCHING OBJECTIVES 13
4.2 OVERALL COURSE STRUCTURE 13
4.3 COURSE STRUCTURE FOR UNDERGRADUATE MARKETING ANALYTICS 14
4.4 GRADED COMPONENTS FOR UNDERGRADUATE MARKETING ANALYTICS 15
4.5 EXAMPLE SYLLABUS FOR UNDERGRADUATE MARKETING ANALYTICS 15
4.6 COURSE STRUCTURE FOR A GRADUATE (MBA) MARKETING ANALYTICS 15
4.7 GRADED COMPONENTS FOR GRADUATE (MBA) MARKETING ANALYTICS 17
4.8 EXAMPLE SYLLABUS FOR GRADUATE (MBA) MARKETING ANALYTICS 17

 

 

 


 
1. A Personal Note from the Authors
We truly appreciate your use of Marketing Strategy: Based on First Principles and Data Analytics! In this manual, we help your preparation for teaching this class both effective and efficient. What instructional needs do we seek to fulfil with this book? The two key differentiators of our book are:

Foundation: Our approach is built on structural foundation, and not business exemplars.  Many marketing strategy classes rely almost exclusively on business cases that may serve as exemplars of marketing strategy. The problem with only using business cases is that students are unwilling to believe that a single firm’s successful solution to a marketing problem generalizes across problems.  Hence, we build the book on a structural foundation that argues that marketing decisions can be organized to solve four underlying “problems” or complexities that all firms face when designing and implementing their marketing strategies. These four problems represent critical hurdles to marketing success; they also define the organization for this book. We refer to them as the First Principles of Marketing Strategy.

Analytics: We embrace today’s necessity to include analytics in marketing-decision making: Many marketing strategy classes that rely only on concepts and business cases offer relatively limited data analytics assistance to students, which provides the mistaken impression that today’s business environment is not data-intensive. Feedback and experience indicate that analytics is no longer a luxury, but a business necessity from a career advancement perspective. Accordingly, we describe state-of-the-art data analytic techniques throughout the book, and include four broad empirical cases, with data sets and step-by-step solution guides, that give students a feel for analytics-based decision-making.

We present you with flexible teaching approaches. You could directly use the book to teach Marketing Strategy or Marketing Management courses, by describing the First Principles of Marketing Strategy, and thereby giving students a structured framework for developing effective strategies for diverse marketing problems. You could also use our foundational structure to teach a Marketing Data Analytics or Marketing Engineering class by providing a strategic organizing framework to tackle the challenges of today’s big data environments. Both these approaches using our materials have been applied and refined at multiple universities by multiple professors for undergraduate, MBA, and EMBA students for almost a decade.

Accordingly, in the rest of the manual, we detail all the instructional resources we provide with the book, provide field guides to constructing Marketing Strategy and Marketing Analytics courses using our book, and subsequently provide some sample syllabi for immediate use. We hope you enjoy Marketing Strategy: Based on First Principles and Data Analytics! 
2. Instructional Resources
We list all the teaching resources we have provided below.
2.1 First Principles Approach Slide Library
We have provided you with a detailed slide library of more than 500 fully animated PowerPoint slides for classroom instruction. On the bottom of each slide (notes section) is a detailed discussion of the purpose, research, and more examples supporting the slide. The slide library is organized around each of the nine chapters, to facilitate modular instruction. Each chapter’s slides consist of the same components in the book.
• Introduction
• Description and rationale for the First Principle
• Evolution and description of approaches used to address the specific Marketing Principle
• Relevant marketing research, concepts, tools, and analyses
• Input, output, and process framework
• Takeaways
• Cases
In addition, we have included select examples (from more than 250 diverse marketing examples in the book) in each chapter’s slides.

2.2 Data Analytic Technique Sections Slide Library
We have provided you with a detailed slide library expanding on key data analytics techniques that can be used in conjunction with each First Principle. The material was originally developed by DecisionPro® to be used with MEXL (an add-in module for Excel), but we have adapted it to support the key data analytic techniques in the book, i.e. cluster analysis, positioning maps, choice models, conjoint modes, and response models.  Each data analytic technique consist of.
• Learning objectives
• Rationale for the technique
• Description of the technique
• Example of technique in use
• Summary
2.3 Broad Analytics Cases (with Solutions) and Data
The book contains four broad empirical cases, with data sets and step-by-step solution guides. Each case refers to one of the four First Principles. Each of the cases deals with one of the four fundamental marketing problems.  You could use these cases and solutions included at the end of relevant chapters as demonstration of the processes and techniques taught in the book. The structure of the cases parallel one another, each focused on a different First Principle, and provide the following:
• Problem Background
• Problem Statement
• Data
• Solution Process
• Summary of Solution
• Tables and Figures

2.4 Analytics Case References
In addition to the broad analytics cases, the chapters contain references to cases which were developed by DecisionPro® to be used with MEXL (an add-in module for Excel) or Enginius (a Cloud-based version of the software). These cases are often more narrowly defined but provide an excellent way to learn the key marketing processes and analysis tools outlined in this chapter. Each of these cases comes with an associated dataset. These case and datasets can be accessed at http://www.decisionpro.biz/. Below, we list the DecisionPro® cases that are relevant for the book, on a chapter-by-chapter basis:

Chapter  DecisionPro Case
2 Pacific Brands Case uses cluster analysis to identify and define the segments within the brassiere market and recommend cost-effective advertising and promotional activities.
2 FLIP Side of Segmentation Case uses cluster analysis to segment and choose target markets.
2 Addison Wesley Longman Case uses a GE Matrix to allocate resources resources/support to each of three potential new offerings.
2 Suzlon Case uses a GE Matrix to allocate resources/support to each of three potential new offerings.
2 ConneCtor PDA 2001 Case uses a perceptual map to help position a product in a key target market.
2 Heineken Case uses a perceptual map to reposition Heineken's beer brands in the Spanish market to increase sales.
3 Bookbinders Book Club Case uses a customer choice model to evaluate different methods (RFM, regression or binary logit) that are best for prioritizing customers to target for a campaign.
3 Northern Aero Case uses customer lifetime value model, to evaluate the value of a typical customer in each segment.
5 Infiniti G20 Case uses a positioning map to understand how the market perceives the Infiniti brand relative to competitors?
6 Kirin USA Case uses a conjoint model to understand what new beer Kirin should develop to improve their competitive standing in the US.
6 Ford Hybrid Cars Case uses a Bass forecasting model to understand the sales growth of Ford Hybrid Car.
7 Convergys Case uses segmentation and GE models to identify best customers for growing business.
7 ABB Electric Case uses customer choice model to identify which customers should be targeted with a supplementary marketing campaign.
8 Blue Mountain Coffee Case uses ADBUDG spreadsheet to determine Blue Mountain's advertising budget be for the next year.
8 Syntex Laboratories (A) Case uses resource allocation model to identify how many sales reps should Syntex hire over the next three years and how the reps should be allocated across products and physician specialty types.
8 BrainCell Internet Advertising Case uses Excel Solver to allocate an advertising budget to maximize profits.

2.5 Example Syllabi
We have provided four complete syllabi for instructors to directly download and design their classes. We have provided two example syllabi for a marketing management/strategy class (i.e. one for an undergraduate class, and one for an MBA class), and two example syllabi for a marketing analytics class (one for an undergraduate class, and one for an MBA class). While each of these syllabi is for a 14-week session, you might pare it down to a shorter session (for use in EMBA classes) by combining materials from two class sessions in a 14-week class into one section for the 7-week class.
2.6 Test Bank
We have provided a comprehensive test bank with 25 multiple choice questions, and 5 short answer questions from each chapter. To put a test together, you can customize the questions from across the chapters. The test bank is available from Palgrave’s Instructor only website.

2.7 Instructional Videos
We are developing in-depth videos about key topics from the book, including the First Principles, marketing concepts, real business examples, and data analytical methods. More information will be soon available (est. May 2017). The videos are suitable for a full class session or short briefs and introduction of one topic.
2.8 Integrates with Marketing Simulation Software (e.g., Markstrat)
In addition to helping students understand the four First Principles and how they fit together, we discuss market simulation software, such as Markstrat, as a complement and experiential learning tool (see DAT 1.1). This interactive software requires real-time decisions by students that map onto the four Marketing Principles, while using the outputs of the other analyses outlined in this book (e.g., positioning maps, multidimensional scaling, consumer surveys, marketing experiments, regression analysis, conjoint analysis) to inform key marketing decisions. Many professors and students find this experiential-based learning approach effective for understanding and demonstrating the power of the First Principles, as well as the importance of data analysis for real-world development and implementation of effective marketing strategy. Other simulation software packages are also available and work as well, but Markstrat parallels our approach very closely.

3. Delivering a Marketing Strategy Course
3.1 Overarching Objectives
For the marketing strategy course, objective would be to focus the course on strategically analyzing and solving marketing problems from a decision makers’ perspective. Overall, the marketing management/marketing strategy course would have two key learning objectives:
• Understanding and effectively using the fundamental frameworks, processes, and analysis tools of marketing strategy
• Using the “first principles” of marketing strategy to solve business problems
3.2 Overall Course Structure
The overall delivery of the class materials would be based on each of the four First Principles of Marketing Strategy.  We break down the delivery of the component into the following components.
The first two lectures could provide an overview of marketing strategy, introduce each of the First Principles of Marketing Strategy, thus covering the purview of Chapter 1. These lectures could use the slide library from Chapter 1.
Chapters 2-8 covers each of the four First Principles of Marketing Strategy in detail. We recommend organizing 3-4 lectures for each chapter, using the following resources:
o Slide Library for Lecture Content
o Data Analytic Technique for overview of analytic techniques within the purview of each chapter
o Broad Analytics Cases for application-based demonstration of each analytic technique
o MeXL-based analytics case as assignment-based learning of each analytic technique (for MBA students).
o Markstrat sessions to better understand the ground realities of the learning.  
The last two lectures could provide a review of marketing strategy, and ideas on how the integrate the four First Principles of Marketing Strategy, which covers the purview of Chapter 9, and could use the slide library from Chapter 9.
3.3 Course Structure for Undergraduate Marketing Strategy/Management
Below, we present a detailed course structure for a 28 session undergraduate course. If the course is taught over 14 weeks, the class will meet twice a week, and cover two sessions in a week. If the course is taught over 7 weeks, the class will meet twice a week, and cover four sessions in a week (i.e. two sessions in each meeting). Moreover, we provide a detailed breakdown of session number, topic, instructional resource needed, and chapter, for each session.

Session Week Topic Instructional Resource  Chapter
1 1.1 Overview and Benefits of Marketing Strategy Instructor Slides 1
2 1.2 Overview of First Principle’s Approach (con’t) Instructor Slides 1
3 2.1 Principle 1: All Customers are Different  Managing Customer Heterogeneity Instructor Slides 2
4 2.2 Segmentation and Targeting Concept and Demonstration Analytic Technique, MeXL (Dentmax Case) 2
5 3.1 Markstrat Session 1 and/or Case Assignment DentMax Case Replication Assignment 
6 3.2 Positioning Concepts and Demonstration Analytic Technique 2
7 4.1 Markstrat Session 2 and/or Case Assignment MeXL (Infiniti Case) Demonstration 
8 4.2 Principle 2: All Customers Change  Managing Customer Dynamics Instructor Slides 3
9 5.1 Markstrat Session 3 and/or Case   
10 5.2 Choice Models Concept and Demonstration Analytic Technique, MeXL (TKL Case) 3
11 6.1 Markstrat Session 4 and/or Case TKL Case Replication Assignment 
12 6.2 Principle 3: All Competitors React  Managing Sustainable Competitive Advantage Instructor Slides 4
13 7.1 Markstrat Session 5 and/or Case   
14 7.2 Principle 3 (con’t): Managing Brand-Based Competitive Advantage Instructor Slides 5
15 8.1 Markstrat Session 6 and/or Case   
16 8.2 Principle 3 (con’t): Managing Offering-Based Competitive Advantage Instructor Slides 6
17 9.1 Markstrat Session 7 and/or Case   
18 9.2 Conjoint Concept and Demonstration Analytic Technique, MeXL (Exteriors Case) 6
19 10.1 Markstrat Session 8 and/or Case Exteriors Case Replication Assignment 
20 10.2 Principle 3 (con’t): Managing Relationship-Based Competitive Advantage Instructor Slides 7
21 11.1 Markstrat Session 9 and/or Case   
22 11.2 Principle 4: All Resources are Limited  Managing Resource Tradeoffs Instructor Slides 8
23 12.1 Markstrat Session 10 and/or Case   
24 12.2 Response Models Concept and Demonstration Analytic Technique, MeXL (BRT Tribune Case) 8
25 13.1 Markstrat Session 11 and/or Case BRT Tribune Case Replication Assignment 
26 13.2 Integrating the Four Principles Instructor Slides 9
27 14.1 Review of Markstrat Performance   
28 14.2 Review of First Principles of Marketing  Instructor Slides  9


3.4 Graded Components for Undergraduate Marketing Strategy/Management
You could consider the following graded component for the undergraduate course:

Exams: The exam will be closed-book, and will help assess students’ understanding of the core conceptual materials discussed in the class. You could draw exam material from the question banks provided with each chapter.

Markstrat Simulation. Each team will run a business, in competition with the other teams in a dynamic environment. Each team will need to finish decisions by the weekly assigned deadline.  Each team’s overall results at the end of class will be evaluated on the basis of the stock price, which determines their final standing in Markstrat.

Case Replication: Students could turn in a replicated analysis of each of the four broad analytics cases in the class period after the case is discussed.

3.5 Example Syllabus for Undergraduate Marketing Strategy/Management
We have provided an example syllabus for Undergraduate Marketing Strategy/Management Course on the course website.
3.6 Course Structure for a Graduate (MBA) Marketing Strategy/Management
Below, we present a detailed course structure for a 28 session graduate (MBA) course. If the course is taught over 14 weeks, the class will meet twice a week, and cover two sessions in a week. If the course is taught over 7 weeks, the class will meet twice a week, and cover four sessions in a week (i.e. two sessions in each meeting).  The key difference between he undergraduate and graduate course structure is the increased usage of data analytics cases (from MeXL). These cases are narrowly defined but provide application opportunities to use data analytics while learning marketing strategy. As with the undergraduate course, we provide a detailed breakdown of session number, topic, instructional resource needed, and the chapter, for each session.

Session Week Topic Instructional Resource  Chapter
1 1.1 Overview and Benefits of Marketing Strategy Instructor Slides 1
2 1.2 Overview of First Principle’s Approach (con’t) Instructor Slides 1
3 2.1 Principle 1: All Customers are Different  Managing Customer Heterogeneity Instructor Slides 2
4 2.2 Segmentation and Targeting Concept and Demonstration Analytic Technique, MeXL (Dentmax Case) 2
5 3.1 Markstrat Session 1 and/or Case Assignment Pacific Case Assignment 
6 3.2 Positioning Concepts and Demonstration Analytic Technique 2
7 4.1 Markstrat Session 2 and/or Case Assignment MeXL (Infiniti Case) Demonstration 
8 4.2 Principle 2: All Customers Change  Managing Customer Dynamics Instructor Slides 3
9 5.1 Markstrat Session 3 and/or Case   
10 5.2 Choice Models Concept and Demonstration Analytic Technique, MeXL (TKL Case) 3
11 6.1 Markstrat Session 4 and/or Case ABB Case Assignment 
12 6.2 Principle 3: All Competitors React  Managing Sustainable Competitive Advantage Instructor Slides 4
13 7.1 Markstrat Session 5 and/or Case   
14 7.2 Principle 3 (con’t): Managing Brand-Based Competitive Advantage Instructor Slides 5
15 8.1 Markstrat Session 6 and/or Case   
16 8.2 Principle 3 (con’t): Managing Offering-Based Competitive Advantage Instructor Slides 6
17 9.1 Markstrat Session 7 and/or Case   
18 9.2 Conjoint Concept and Demonstration Analytic Technique, MeXL (Exteriors Case) 6
19 10.1 Markstrat Session 8 and/or Case Kirin Case Assignment 
20 10.2 Principle 3 (con’t): Managing Relationship-Based Competitive Advantage Instructor Slides 7
21 11.1 Markstrat Session 9 and/or Case   
22 11.2 Principle 4: All Resources are Limited  Managing Resource Tradeoffs Instructor Slides 8
23 12.1 Markstrat Session 10 and/or Case   
24 12.2 Response Models Concept and Demonstration Analytic Technique, MeXL (BRT Tribune Case) 8
25 13.1 Markstrat Session 11 and/or Case Syntex Case Assignment 
26 13.2 Integrating the Four Principles Instructor Slides 9
27 14.1 Review of Markstrat Performance   
28 14.2 Review of First Principles of Marketing  Instructor Slides  9

3.7 Graded Components for Graduate (MBA) Marketing Strategy/Management
You could consider the following graded component for the undergraduate course:

Exams: The exam will be closed-book, and will help assess students’ understanding of the core conceptual materials discussed in the class. You could draw exam material from the question banks provided with each chapter.

Markstrat Simulation. Each team will run a business, in competition with the other teams in a dynamic environment. Each team will need to finish decisions by the weekly assigned deadline.  Each team’s overall results at the end of class will be evaluated on the basis of the stock price, which determines their final standing in Markstrat.

Case Replication: Students turn in a replicated analysis of each of the four broad analytics cases in the class period after the case is discussed.

Case Presentation:  Students turn in an analytics presentation pertaining to the MeXL based analytics cases in the class period after the relevant data analytics technique is reviewed.

3.8 Example Syllabus for Graduate (MBA) Marketing Strategy/Management
We have provided an example syllabus for graduate (MBA) Marketing Strategy/Management Course on the course website.

4. Delivering a Marketing Analytics Course
4.1 Overarching Objectives
The objective of the course will be to show you the benefits of using a systematic and analytical approach to marketing decision-making. An analytical approach will enable you to:

• Understand how the “first principles” of marketing strategy helps firms organize the analytics opportunity and challenge in today’s data era, and
• Use and execute data analytic techniques, and case studies to understand how to solve marketing analytics problems in a scientific and process-driven manner.
4.2 Overall Course Structure
The overall delivery of the class materials would be based on each of the four First Principles of Marketing Strategy.  We break down the delivery of the component into the following components.
The first three lectures could provide an overview of marketing strategy, introduce each of the First Principles of Marketing Strategy, thus covering the purview of Chapter 1. These lectures could use the slide library from Chapter 1. The initial lectures will also introduce MeXL as the Excel add-in that will assist in learning the analytic tools.
Next, we recommend breaking down five most commonly used analytic techniques (cluster analysis, positioning maps, logistic regressions, conjoint analysis, and market response models) under each of the four First Principles of Marketing Strategy (Chapters 2-8), and teaching them in the following order.
o Slide Library for the respective First Principles of Marketing Strategy.
o A deep dive into the analytic concept using the analytic technique’s slide library
o A demonstration of the analytic concept using the Broad Analytics Cases relevant to the technique, and MeXL.
o An application of the analytic concept using a MeXL-based analytics case from the case library (for MBA students).
The last three lectures could provide a review of marketing strategy, and ideas on how the integrate the four First Principles of Marketing Strategy (these could use the slide library from Chapter 9), and a summary of the analytic techniques.
4.3 Course Structure for Undergraduate Marketing Analytics
Below, we present a detailed course structure for a 28 session undergraduate course. If the course is taught over 14 weeks, the class will meet twice a week, and cover two sessions in a week. If the course is taught over 7 weeks, the class will meet twice a week, and cover four sessions in a week (i.e. two sessions in each meeting). Moreover, we provide a detailed breakdown of session number, topic, instructional resource needed, and chapter, for each session.

Week Topic Instructional Resource (B.S.) Chapter
1.1 Overview and Benefits of Marketing Strategy Instructor Slides 1
1.2 Overview of First Principle’s Approach (con’t) Instructor Slides 1
2.1 Overview of MeXL Instructor Slides 2
2.2 Principle 1: All Customers are Different  Managing Customer Heterogeneity Instructor Slides 2
3.1 Cluster Anlaysis Concept Instructor Slides- Analytics 2
3.2 Cluster Anlaysis Demonstration MeXL (Dentmax Case) 2
4.1 Cluster Anlaysis Application Case DentMax Case Replication Assignment 
4.2 Positioning Maps Concepts and Demonstration Instructor Slides- Analytics 2
5.1 Positioning Maps Demonstration Instructor Slides- Analytics 3
5.2 Positioning Maps Applications Case MeXL (Infiniti Case) Demonstration 
6.1 Principle 2: All Customers Change  Managing Customer Dynamics Instructor Slides 3
6.2 Choice Models and Logistic Regression Concept Instructor Slides- Analytics 
7.1 Choice Models and Logistic Regression Demonstration MeXL (TKL Case) 3
7.2 Choice Models and Logistic Regression Case TKL Case Replication Assignment 
8.1 Principle 3: All Competitors React  Managing Sustainable Competitive Advantage Instructor Slides 4
8.2 Principle 3 (con’t): Managing Brand-Based Competitive Advantage Instructor Slides 5
9.1 Principle 3 (con’t): Managing Offering-Based Competitive Advantage Instructor Slides 6
9.2 Conjoint Concept  Instructor Slides-Analytics 6
10.1 Conjoint Demonstration MeXL (Exteriors Case) 
10.2 Conjoint Concept and Demonstration Exteriors Case Replication Assignment 6
11.1 Principle 3 (con’t): Managing Relationship-Based Competitive Advantage Instructor Slides 7
11.2 Principle 4: All Resources are Limited  Managing Resource Tradeoffs Instructor Slides 8
12.1 Response Models Concept  Instructor Slides-Analytics 
12.2 Response Models Demonstration Analytic Technique, MeXL (BRT Tribune Case) 
13.1 Response Models Case BRT Tribune Case Replication Assignment 
13.2 Integrating the Four Principles Instructor Slides 9
14.1 Review of Analytic Techniques Instructor Slides 
14.2 Review of First Principles of Marketing  Instructor Slides  9


4.4 Graded Components for Undergraduate Marketing Analytics
You could consider the following graded component for the undergraduate course:

Exams: The exam will be closed-book, and will help assess students’ understanding of the core conceptual materials discussed in the class. You could draw exam material from the question banks provided with each chapter.

Case Replication: Students could turn in a replicated analysis of each of the four broad analytics cases in the class period after the case is discussed.
4.5 Example Syllabus for Undergraduate Marketing Analytics
We have provided an example syllabus for Undergraduate Marketing Analytics Course on the course website.


4.6 Course Structure for a Graduate (MBA) Marketing Analytics
Below, we present a detailed course structure for a 28 session graduate (MBA) course. If the course is taught over 14 weeks, the class will meet twice a week, and cover two sessions in a week. If the course is taught over 7 weeks, the class will meet twice a week, and cover four sessions in a week (i.e. two sessions in each meeting).  The key difference between he undergraduate and graduate course structure is the increased usage of data analytics cases (from MeXL). These cases are narrowly defined but provide application opportunities to use data analytics while learning marketing strategy. As with the undergraduate course, we provide a detailed breakdown of session number, topic, instructional resource needed, and the chapter, for each session.

Week Topic Instructional Resource (M.B.A.) Chapter
1.1 Overview and Benefits of Marketing Strategy Instructor Slides 1
1.2 Overview of First Principle’s Approach (con’t) Instructor Slides 1
2.1 Overview of MeXL Instructor Slides 2
2.2 Principle 1: All Customers are Different  Managing Customer Heterogeneity Instructor Slides 2
3.1 Cluster Anlaysis Concept Instructor Slides- Analytics 2
3.2 Cluster Anlaysis Demonstration MeXL (Dentmax Case) 2
4.1 Cluster Anlaysis Application Case Pacific Case Assignment 
4.2 Positioning Maps Concepts and Demonstration Instructor Slides- Analytics 2
5.1 Positioning Maps Demonstration Instructor Slides- Analytics 3
5.2 Positioning Maps Applications Case MeXL (Infiniti Case) Demonstration 
6.1 Principle 2: All Customers Change  Managing Customer Dynamics Instructor Slides 3
6.2 Choice Models and Logistic Regression Concept Instructor Slides- Analytics 
7.1 Choice Models and Logistic Regression Demonstration MeXL (TKL Case) 3
7.2 Choice Models and Logistic Regression Case ABB Case  Assignment 
8.1 Principle 3: All Competitors React  Managing Sustainable Competitive Advantage Instructor Slides 4
8.2 Principle 3 (con’t): Managing Brand-Based Competitive Advantage Instructor Slides 5
9.1 Principle 3 (con’t): Managing Offering-Based Competitive Advantage Instructor Slides 6
9.2 Conjoint Concept  Instructor Slides-Analytics 6
10.1 Conjoint Demonstration MeXL (Exteriors Case) 
10.2 Conjoint Concept and Demonstration Kirin Case  Assignment 6
11.1 Principle 3 (con’t): Managing Relationship-Based Competitive Advantage Instructor Slides 7
11.2 Principle 4: All Resources are Limited  Managing Resource Tradeoffs Instructor Slides 8
12.1 Response Models Concept  Instructor Slides-Analytics 
12.2 Response Models Demonstration Analytic Technique, MeXL (BRT Tribune Case) 
13.1 Response Models Case Syntex Case  Assignment 
13.2 Integrating the Four Principles Instructor Slides 9
14.1 Review of Analytic Techniques Instructor Slides 
14.2 Review of First Principles of Marketing Instructor Slides  9

4.7 Graded Components for Graduate (MBA) Marketing Analytics
You could consider the following graded component for the undergraduate course:

Exams: The exam will be closed-book, and will help assess students’ understanding of the core conceptual materials discussed in the class. You could draw exam material from the question banks provided with each chapter.

Case Replication: Students turn in a replicated analysis of each of the four broad analytics cases in the class period after the case is discussed.

Case Presentation:  Students turn in an analytics presentation pertaining to the MeXL based analytics cases in the class period after the relevant data analytics technique is reviewed.

4.8 Example Syllabus for Graduate (MBA) Marketing Analytics
We have provided an example syllabus for graduate (MBA) Marketing Strategy/Management Course on the course website.

 

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当您读完了菲利普·科特勒教授的《营销管理

 


如果想进一步学习营销战略,应该选择哪本书呢?

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    当您读完了菲利普·科特勒教授的《营销管理》,如果想进一步学习营销战略,应该选择哪本书呢? 
 
    我们向您推荐本书——《营销战略:第一原理和数据分析》。这是一本旨在帮助您学会如何在当前快速变化的营销环境中进行营销战略思考和科学决策的优秀教材。不论您是营销专业的学生、教师、实务工作者、研究人员,还是普通读者,只要对营销工作感兴趣,我们相信您都能从本书中获益。 

    如果您是MBA(EMBA)或其他管理培训项目的学员,您将发现这是一本让您耳目一新的营销战略管理教材。它突破了同类教材以4P为中心来认识营销战略的传统叙述风格,而是从“第一原理”这一新视角看待营销战略,为制定有效的营销战略以解决各种营销问题提供了一个全面且结构化的框架。它阐释了应对营销战略四大基本难题的决策框架,展示了各类营销术语和数据分析方法在营销战略决策应用中的逻辑关联,从而以一种系统性、框架性和理论性的方式,帮助您运用营销概念和数据分析方法来思考和解决具体的营销战略决策问题,构建营销战略决策的科学思维。

     如果您是从事营销管理实践工作的专业人士,您将发现这是一本能让您豁然开朗的营销专业读物。随着新一代信息技术(互联网、大数据、人工智能、物联网、5G等)的商业化应用,新兴商业领域和新型营销模式不断出现。面对层出不穷、令人眼花缭乱的各类营销新方式、新术语、新工具,您或许正困惑于如何才能避免被动式、跟风式、盲从式的营销战略行动或投入。针对此困惑,一个简单的建议就是:采用“第一原理”的方式来思考营销战略,即回归企业自身营销战略的基本面,如本书开篇便提及的四个营销战略基本难题(顾客的异质性、顾客的动态性、市场的竞争性、资源的有限性),依据某项营销行动或投入是否有利于解决这四大基本难题这一标准,进行更具目的性和自信心的主动式营销战略决策。这种基于“第一原理”进行战略思考和决策的方式常被企业家视为获得颠覆性产品和商业思想的重要思维方式。 

   如果您是营销方向的博士生或研究人员,您将发现这是一本能让您茅塞顿开的营销战略研究参考书。如果您正迷茫于营销战略领域的研究选题,或正困惑于自己的研究工作是否具有营销战略价值,抑或疑惑于自己构建的理论或实证模型是否合理完备,那么本书将帮助您解开心中的疑问。您会发现顾客管理、竞争管理、品牌管理、供应物管理、关系管理、营销资源管理与营销组织管理都是营销战略的重要研究方向;您可学会依据某项研究对营销战略四个基本难题的回应程度来评价其战略价值;您可理解为何能从营销战略四个基本难题的角度来检验一个研究模型的合理性、完备性和创新性。 

   如果您是营销专业的研究生或者高年级本科生,您将发现这是一本能让您登高望远的营销课程教材。或许您已能熟练运用营销术语体系来讨论对应的营销现象,或许您已习惯于通过对典型案例的定性分析来获取营销实践指引,但是,当面临真实的营销实践项目时,尤其是在面对大量用以支撑营销决策的各类数据时,您可能依然感到理不清头绪,看不准问题,抓不住要害。本教材所采用的“第一原理”方式为您提供了一个简洁易懂的组织框架,帮助您分析和解决营销战略问题,将纷繁复杂的营销问题划归为营销战略的四大基本难题,借助相互关联的营销概念体系、数据分析工具和问题解决技术进行系统性的营销诊断、分析与决策。
 
 

(中国经济管理大学MBA公益课堂---美华管理人才学校---25年知名管理培训机构)


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