|
Class Session |
Topic/Activity |
Case Assignments |
Readings |
|
1 |
Thurs. Feb 28 |
- Course Introduction
- Developing a Market
- Orientation |
Teams provide preferences for Case
Presentation |
Best: Chapters 1-2 |
|
2 |
Thurs. Mar 6 |
- Marketing Analysis |
Starbucks: Delivering Customer
Service |
Best: Chapters 3 & 4 |
|
|
March 10-14 |
SPRING BREAK |
|
3 |
Thurs. Mar 20 |
Introduction to the LINKS Services
Management Simulation
Note: You should have thoroughly studied the LINKS Manual
prior to this class session. |
"Will You Survive the Services
Revolution?" HBR, June 2004
"Customer Centered Brand Management," HBR, Sept 2004 |
|
|
Mon. Mar 24 |
Q5 Decisions Due 12:00 noon |
|
4 |
Thurs. Mar 27 |
Segmentation, Targeting and
Positioning |
Giordano International:
Sustained Success Beyond 2005? |
Best: Chaptes 5, 6 & 7
"How Global Brands Compete," HBR, Sept 2004 |
|
|
Mon. Mar 31 |
Q6 Decisions due
12:00 noon (Service Design Activated) |
|
5 |
Thurs. Apr 3 |
Managing Customers for Profits |
Merrill Lynch: Integrated Choice |
Best: Chapters 15 & 16 "Getting the most out of all your
customers," HBR, July 2004.
"Customer profitability and lifetime
value," HBR, August 2002. |
|
|
Mon. Apr 7 |
Q7 Decisions Due
12:00 noon |
|
6 |
Thurs. Apr 10 |
LINKS Simulation Working Session:
Teams work on Marketing Plan. Presidential Reviews. |
Best: Chapter 14 |
|
|
Mon. April
14 |
Q8 Decisions Due 12:00 noon |
|
7 |
Thurs. Apr 17 |
Product and Pricing Strategies |
Black and Decker Corp. (A):
Power Tools Division **For discussion only |
Best: Chapters 7 & 8 |
Q9 Decisions Due 6
p.m. Marketing Plan due 6 p.m.
(email and hard copy) |
|
|
Mon. Apr 21 |
Q10 Decisions Due 12:00 noon.
Double Run. |
|
8 |
Thurs. Apr 24 |
Communicating the Value Proposition |
XM Satellite Radio (A) |
Best: Chapters 9 & 10 |
|
9 |
Tues. Apr 29, 6 p.m. |
LINKS
Team Final Presentations. |
Best: Chapters 11, 12 & 13 |
|
10 |
Thurs. May 8, 6 p.m. |
Final Exam |
|
***Adjustments to the
schedule can be made at the discretion of the instructor. A
detailed description of each class session is available on the
course website. All assignments, including Case Discussion
Questions, are also available on the course website. All times
are Phoenix times. |