Marketing Planning - Content Table
Lecture 1.1 Introduction p2 - 4
Lecture 1.2 Overview p5 - 28
Lecture 2 Managing Customer Heterogeneity p29 – 71
Lecture 3 Managing Customer Dynamics p72 – 111
Lecture 4 Introduction to R (I) p112 – 118
Case 1 DentMax p119 – 133
Case 2 TKL p134 – 147
Lecture 5 All Competitors React p148 – 181
Lecture 6 Managing Brand-based SCA p182 – 217
Lecture 7 Managing Offering-based SCA p218 – 254
Lecture 7.2 Innovation Radar p255 – 259
Lecture 7.3 Bass Differentiation Model p260 - 266
Lecture 8 Conjoint Analysis p267 – 290
Case 3 Chick culling NOT INCL
Lecture 9 Relationship-based SCA p291 – 321
Lecture 10 Managing resource Trade-Offs p322 – 344
Lecture 11 Implementing Marketing Principles and p345 - 357
Data Analytics
Case 4 Exteriors Inc. p358 – 371
Lecture 12 recap of the First Marketing Principles p372 – 378
Marketing Planning 1
,Lecture 1.1 - Introduction
Les 1 – 11/02/2020
Introduction into the course
What is Marketing planning?
Marketing planning
× What is Marketing?
Marketing is the activity, set of institutions, and processes for creating, communicating, delivering,
and exchanging offerings that have value for customers, clients, partners, and society at large.
(AMA website)
× What is a planning?
The act or process of making plans for something
(Oxford Dictionaries)
× A plan involves following a certain strategy (strategic planning)
× That is why we shift the focus of the course more to strategic marketing
Strategy is never a fixed planning
Grading
× Written exam (60%), closed-book
o Multiple choice questions – around 50% of written exam
• Concepts on marketing strategy and planning from the lecture and the book
o Open questions – around 50% of written exam
• Apply conceptual knowledge of lecture material
• Closely related to the analytic case studies discussed in class
• Involve interpretation of regression output and some calculations
Focus on cases studies covered in class
Marketing Planning 2
, × Simulation game - MarkStrat (40%)
o Will cost you a registration fee
• But no need to buy the book for the course
o 1 Written report at the end of the course (80% of MarkStrat grade)
o Peer evaluation → to avoid free-riding (20% of MarkStrat grade)
o First sit: Hand in report on 13.5.2020, 5 pm
o Re-sit: Hand in report on TBA
• New grade report
• New peer evaluation
If we finish earlier with the lecture, you can always directly start with your group work
Objectives
Objective 1: Identify marketing strategies based on first principles
Objective 2: Make marketing decisions based on insights from data analytics
Marketing Planning 3
, Marketing Planning 4
Lecture 1.1 Introduction p2 - 4
Lecture 1.2 Overview p5 - 28
Lecture 2 Managing Customer Heterogeneity p29 – 71
Lecture 3 Managing Customer Dynamics p72 – 111
Lecture 4 Introduction to R (I) p112 – 118
Case 1 DentMax p119 – 133
Case 2 TKL p134 – 147
Lecture 5 All Competitors React p148 – 181
Lecture 6 Managing Brand-based SCA p182 – 217
Lecture 7 Managing Offering-based SCA p218 – 254
Lecture 7.2 Innovation Radar p255 – 259
Lecture 7.3 Bass Differentiation Model p260 - 266
Lecture 8 Conjoint Analysis p267 – 290
Case 3 Chick culling NOT INCL
Lecture 9 Relationship-based SCA p291 – 321
Lecture 10 Managing resource Trade-Offs p322 – 344
Lecture 11 Implementing Marketing Principles and p345 - 357
Data Analytics
Case 4 Exteriors Inc. p358 – 371
Lecture 12 recap of the First Marketing Principles p372 – 378
Marketing Planning 1
,Lecture 1.1 - Introduction
Les 1 – 11/02/2020
Introduction into the course
What is Marketing planning?
Marketing planning
× What is Marketing?
Marketing is the activity, set of institutions, and processes for creating, communicating, delivering,
and exchanging offerings that have value for customers, clients, partners, and society at large.
(AMA website)
× What is a planning?
The act or process of making plans for something
(Oxford Dictionaries)
× A plan involves following a certain strategy (strategic planning)
× That is why we shift the focus of the course more to strategic marketing
Strategy is never a fixed planning
Grading
× Written exam (60%), closed-book
o Multiple choice questions – around 50% of written exam
• Concepts on marketing strategy and planning from the lecture and the book
o Open questions – around 50% of written exam
• Apply conceptual knowledge of lecture material
• Closely related to the analytic case studies discussed in class
• Involve interpretation of regression output and some calculations
Focus on cases studies covered in class
Marketing Planning 2
, × Simulation game - MarkStrat (40%)
o Will cost you a registration fee
• But no need to buy the book for the course
o 1 Written report at the end of the course (80% of MarkStrat grade)
o Peer evaluation → to avoid free-riding (20% of MarkStrat grade)
o First sit: Hand in report on 13.5.2020, 5 pm
o Re-sit: Hand in report on TBA
• New grade report
• New peer evaluation
If we finish earlier with the lecture, you can always directly start with your group work
Objectives
Objective 1: Identify marketing strategies based on first principles
Objective 2: Make marketing decisions based on insights from data analytics
Marketing Planning 3
, Marketing Planning 4
