Lecture Notes

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

Exercise on the Practice of Marketing is due.
Theory

Practice
(PDF)

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