Calendar

Lec # TOPICS TYPEs
1 Marketing (4P's, 5C's)† and Positioning (Company skills) Theory
2 Barco Projection Systems: Worldwide Niche Marketing Case
3 The Brita Products Company Case
4 Product (Designing for Customers) Theory
5 Southwest Airlines, 1993* Case
6 Calyx and Corolla Case
7 Customers (Behavior, Research) Theory
8 Snapple* Case
9 Sony Aibo: The World's First Entertainment Robot Case
10 Advertising (Promotion) Theory
11 Swatch* Case
12 BMW Films Case
13 Pricing (Customers, Competition) Theory
14 Tweeter, etc.* Case
15 Distribution (Place, Collaborators) Theory
16 Aravind Eye Hospital, Madurai, India Case
17 Wrap up and Review (Context)

Exercise on the Practice of Marketing is due.
Theory

Practice

† Product, Promotion, Price, Place and Customer, Company Skills, Competition, Collaborators, Context
* Case eligible for group case write up.