Marketing Strategy – 80077 Spring 2011

Course Objectives

• This course offers content, methods and techniques important in

marketing strategy in general with emphasis on strategic elements key to
the firm’s success in the marketplace, i.e., innovation and new product
development.
• The first major objective is to develop an understanding of strategic
marketing frameworks and of fundamental marketing issues managers
face by reading the most cutting edge research in marketing.
• The second major objective is to develop skills in opportunity and market
analysis, innovation management, market learning and knowledge
development, market strategy, planning and execution for new products.

Course Format

• The course is comprised of two major components.

• Weekly class activities consist of presentations and discussions based
on assigned reading materials and exercises. Weekly sessions will
typically not involve written deliverables.
• Term-long group project focused on the development of a product for
an existing firm selected by students. The project consists of 3 stages
each with specific due dates and involving specific activities as detailed
in the supplemental materials. At the finish, the deliverables from each
stage will be assimilated and compiled into a final report. Each group
will present their project to the class. NOTE: All communication,
specifically emails on behalf of the group should involve all members of
the group.

Course Procedures

• Weekly class meetings will consist of 1) content, presentation, and

discussion led by the professor 2) presentation and discussion of assigned
materials prepared and led by student groups. Even if the presentation is
delivered by only one member of the group, it is absolutely imperative that
ALL group members help develop and contribute effort to EVERY
presentation assigned to the group. NOTE: Although specific groups will
be assigned to present and lead discussions on specific materials, ALL
students are required to read ALL the materials and participate in
discussions of it.
• Student groups will be formed and the first stage of the group term-long
project will begin immediately.
• Both team and individual efforts are needed to succeed in this course.
Apart from the group term-long project, you will be evaluated as a group
on weekly presentations. Importantly, you will be evaluated as an
individual on comments and observations apart from the group. Also,
 importantly, you will be individually examined on your understanding and
command of all course materials.
• Participation in class discussions, and group presentations of the materials
is critical. “Cold call” questions can occur at any time on any of the
materials - so be prepared. Always! Remember – “luck falls on the
prepared mind.”
• Because participation is a key element of this course and because of the
challenge of the term-long group project, attendance is important. You are
expected to be present every week. The only reason to miss class is
illness or serious private circumstances. In either case, be sure to discuss
it with the professor at the earliest possible time before the class session,
so that your absence can be excused. NO UNEXCUSED ABSENCES
allowed.

Course Reading Materials

• New Product Management 9th ed. Merle Crawford & Anthony Di

Benedetto
• 2008 McGraw Hill; ISBN 978-007-126336-8
• Articles as detailed in the class schedule and available as pdfs in
“Course Materials”

Course Grading

• The final grade is based on four components:

o Individual in-class participation/discussion 10%
o Group in-class participation/discussion
o and group participation 10%
o Group Project (report and presentation) 40%
o Individual Final Exam over all course materials 40%

Much success and have fun!

Date Calen- Topic Literature for preparation Presentation and Discussion Assignments
dar
Week
4/2 5 Class Session 1 - Introduction; Group assignments;
Marketing Strategy N/A
11/2 6 Class Session 2 - Innovation and Strategic Articles; Group 1 – Kumar, Jones, Venkatesh, & Leone (2011)
Influences on New Products Crawford & Group 2 – Han, Chung, & Sohn (2009)
Di Benedetto Group 3 – Chandy, Prabhu, & Antia (2003)
Parts I and II Group 4 – Min, Kalwani, & Robinson (2006)
18/2 7 Term Project Stage 1 Due
Friday, 18/2, 17.00 O’clock mailbox Johnson 2nd N/A Project Preparation – No class meeting
Floor Plantage Muidergracht 12 dept. Marketing

25/2 8 Class Session 3 - Concept Development and Crawford & Group 5 – Joshi & Sharma (2004)
Evaluation; Co-Creation of Value Di Benedetto Group 6 – Fuchs, Prandelli, & Schreier (2010)
Part II & III Group 7 – Chan, Yim, & Lam (2010)
Group 8 – Franke, Keinz, & Steger (2009)

4/3 9 Class Session 4 - Market research for Really New Articles Group 1 – Chandon, Morwitz, & Reinartz (2005)
Products; Purchase Intentions Group 2 – Chandon, Morwitz, & Reinartz (2004)
Group 3 – Dholakian & Morwitz (2002)
Group 4 – Morwitz & Fitsimons (2004)

11/3 10 Class Session 5 - Market research in practice; N/A Group breakouts to develop project questionnaire
Project questionnaire development
(research questions and plan)
18/3 11 Class Session 6 - Product Differentiation & Crawford & Group 5 – Sethi, Smith, & Park (2001)
Positioning; Teams & Cross Functional Di Benedetto Group 6 – Slotegraaf & Atuahene-Gima (2011)
Issues Part III & IV Group 7 – Ernst, Hoyer, & Rubsaamen (2010)
Group 8 – Sethi & Iqbal (2008)

8/4 14 Class Session 7 - Brand Development & Articles; Group 1 – Park, MacInnis, Priester, Eisengerich, & Iacobucci (2010)
Management; Brand Equity & Extension Crawford & Group 2 – Brakus, Schmitt, & Zaratonello (2009)
Di Benedetto Group 3 – Monga & Roedder John (2010)
 Part IV Group 4 – Yorkston, Nunes, & Matta (2010)

15/4 15 Class Session 8 - New Product Market Interface; Articles Group 5 – Ehrich & Irwin (2005)
CSR, Products, & Strategy Group 6 – Luchs, Walker Naylor, Irwin, & Raghunathan (2010)
Group 7 – Luo & Bhattacharya (2009)
Term Project Stage 2 Due beginning of class Group 8 – Wagner, Lutz, & Weitz (2009)

22/4 16 No class meeting – Good Friday Holiday

29/4 17 Class Session 9 - New Product Launch; Market Articles: Group 1 & 2 – Payan & McFarland (2005)
Interfacing Crawford & Group 3 & 4 – Kozinets, de Valck, Wojnicki, & Wilner (2010)
Di Benedetto Group 5 & 6 – Trusov, Bucklin, Pauwels (2009)
Part V Group 7 & 8 – Chandon, Wansink, & Laurent (2000)

6/5 18 No class meeting – Liberation Day Holiday N/A Group meetings with Professor on term-long project

13/5 19 Term Project Final Report with Stage 3 N/A Project Preparation – No class meeting
integrated Due Friday, 15/5, 17.00 O’clock
mailbox Johnson 2nd Floor Plantage
Muidergracht 12 dept. Marketing

20/5 20 Project Presentations N/A Student Project Presentations

25/5 21 Exam covering all course content: book, N/A IWO 4.04B
articles, and slides
9:00-12:00