| Lecture # |
Subject Title |
| Module 1: |
Marketing Strategy |
| Presenter: |
Melissa Johnson Morgan, PhD |
| 1 |
Defining Marketing Strategy |
| 2 |
Internal Organizational Analysis |
| 3 |
Competitive Market Analysis |
| 4 |
Customer Analysis |
| 5 |
Market Segmentation and Positioning |
| 6 |
Sustainable Competitive Advantage |
| 7 |
Competing Through Strategic Alliances and Networks |
| 8 |
Competing Through Services and Customer Relationship Management |
| 9 |
Competing Through Innovation |
| 10 |
Strategy Implementation Issues |
| Module 2: |
Marketing Promotions |
| Presenter: |
Edward C. Strong, PhD |
| 11 |
Advertising History and Not-so-bad Ideas From the Past |
| 12 |
Branding and Advertising |
| 13 |
How (We Think) Advertising Works |
| 14 |
Creative Appeals |
| 15 |
Executing the Campaign |
| 16 |
Copywriting |
| 17 |
Media Metrics |
| 18 |
Media Scheduling |
| 19 |
Consumer Promotion |
| 20 |
Database and Direct Communications |
| Module 3: |
Business-to-Business Marketing |
| Presenter: |
Dan Padgett, PhD |
| 21 |
Marketing to Businesses: Guiding Principles |
| 22 |
Businesses as Customers |
| 23 |
Understanding Value |
| 24 |
Business Marketing Strategies |
| 25 |
Managing Market Offerings |
| 26 |
Pricing in Business Markets |
| 27 |
Business Channel Management |
| 28 |
Personal vs. Electronic Exchanges |
| 29 |
Customer Relationship Management |
| 30 |
Marketing to Business: Application “Developing a Strategy for Black & Decker” |
| Module 4: |
International Marketing |
| Presenter: |
William Mindak, PhD |
| 31 |
International Marketing |
| 32 |
Scanning the International Environment - Economic |
| 33 |
Socio/Cultural Environment |
| 34 |
Political, Legal and Regulatory Environment |
| 35 |
Deciding to go International, Multinational or Global? |
| 36 |
The International Marketing Decision Process |
| 37 |
Market Entry Strategies |
| 38 |
Positioning Strategies - the Universality of Positioning |
| 39 |
Supporting Positioning with Marketing Mixes |
| 40 |
How to Organize for International Marketing and Looking Into the Future |