Lecture Notes

LEC # TOPICS
1 Introduction (PDF)
2 Marketing Philosophies & Core Concepts (PDF)
3 Knowing Your Customer: Segmenting, Targeting & Positioning (PDF)
4 CASE STUDY: Calyx & Corolla (PDF) 
5 Product Design & Branding (PDF) 
6 CASE STUDY: Black & Decker (PDF)
7 Market Research I: Conjoint Analysis (PDF)
8 CASE STUDY:Intuit (PDF)
9 Market Research II: Survey Design (PDF)
10 Market Research III: Forecasting Demand (PDF)
11 CASE STUDY: Optical Distortion, Inc.
12 Consumer Behavior (PDF)
13 Consumer Behavior (PDF)
14 MID TERM EXAM
15 Discuss Exam / Marketing Channels (PDF)
16 Pricing: Core Concepts (PDF)
17 Pricing: Psychological Considerations (PDF)
18 CASE STUDY: Southwest Airlines (PDF)
19 Advertising (PDF)
20 Advertising
21 CASE STUDY: Swatch (PDF)
22 Competition (PDF)
23 Class Presentations of Group Project
24 Class Presentations (continued)
25 Marketing Ethics & Course Overview (PDF - 1.4 MB)
26 IN CLASS FINAL