Marketing Strategy

MBA299M

Fall 2009

Tuesdays-Thursdays: 9:30-11:00AM

Miguel Villas-Boas

Miguel Villas-Boas' web page

Course Outline. Revised November 10, 2009.

Session 1: Course Introduction

Course Introduction

Session 2: Industry Analysis

Notes for Sony Playstation 3 case

Session 3: Pricing Strategy

Pricing Strategy
Handout for Pricing Example

Session 4: New Product Development

Notes for Nestle Refrigerated Foods case
Spreadsheet for Nestle case

Session 5: Strategic Segmentation

Strategic Segmentation
Spreadsheet for Segmentation example

Session 6: Market Evolution

Notes for Sony Corp. case
Spreadsheet for Sony Corp. case
Brief notes on Bass model

Session 7: Resource Allocation

Resource Allocation
Ranking of Brand Values 2006
A Method to Compute Brand Values
Background paper for Market Share Model
Spreadsheet for Market Share Model

Session 8: Introduction to Markstrat

Introduction to Markstrat

Session 10: Understanding Customers

Understanding Customers
Spreadsheet for Conjoint Analysis example
Another Conjoint Analysis example spreadsheet
Brief note on Conjoint Analysis
Article on Conjoint Analysis

Session 12: R&D and Product Development

R&D and Product Development

Session 14: Market Planning

Market Planning

Session 16: Marketing Diagnostics

Marketing Diagnostics
Spreadsheet on Awareness Dynamics

Session 18: Competition

Competition

Session 22: Competition: American Airlines case

Notes on American Airlines case