The schedule below outlines the topics we will be covering in this course, along with the associated time frames and assignments. Note that assignments are due based on Eastern Time (ET). This ensures that all students have the same deadlines regardless of where they live. All lesson assignments must be submitted by 11:59 PM (ET) on the last day of the timeframe indicated below for the lesson.
Appetizer: History of Food and Marketing (L1)
Lesson 1
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Readings:
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- Lesson 1: History of Food and Marketing
- HBR Article: Collis, David J. "Birds Eye and the U.K. Frozen Food Industry (Version A)" Harvard Business School
- Optional HBR Article: Collis, David J. "Birds Eye and the U.K. Frozen Food Industry (Version B – January 1996 Update)" Harvard Business School
- Online Reading: Diamond, J. (1987). “The Worst Mistake in the History of the Human Race”, Discover Magazine, May, 64-66.
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Assignments:
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- Getting Started Activities (optional - ungraded)
- Discussion: Introduce Yourself
- Discussion: Birds Eye case study
- Assignment: Paleolithic vs. Modern/Western Diet (nutritiondata.com/one day food diary)
- Lesson Quiz
Initial discussion posts are due by Wednesday (except the Introduce Yourself discussion). All other assignments are due by 11:59 p.m. (ET) on Sunday of each lesson week.
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Main Dish: Marketing Yesterday and Today (L2)
Lesson 2
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Readings:
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Assignments:
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- Discussion: Needs, Desires, Target Market
- Assignment: Market Description
- Lesson Quiz
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Main Dish: Marketing Environment (L3)
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Readings:
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Assignments:
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- Discussion: BLS Data
- Assignment: BLS Data Short Essay
- Assignment: 99 Percent Invisible
- Assignment: Tentative Product Decision
- Lesson Quiz
Initial discussion posts are due by Wednesday. All other assignments are due by 11:59 p.m. (ET) on Sunday of each lesson week.
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Main Dish: Target Markets - Segmentation by Geography, Demographics, and Usage (L4)
Lesson 4
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Readings:
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- Lesson 4: Target Markets - Segmentation by Geography, Demographics, and Usage
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Assignments:
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- Assignment: Construct a Positioning Map using Malcolm Gladwell's TED Talk
- Assignment: Construct a Positioning Map for Your Group's Product
- Assignment (Quiz Activity): Finding Target Markets Using Mintel
- Assignment: Usage Levels and Consumer Response
- Lesson Quiz
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Main Dish: Target Markets - Segmentation by Psychography, Consumer Profiles and Putting It All Together (L5)
Lesson 5
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Readings:
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- Lesson 5: Target Markets - Segmentation by Psychography, Consumer Profiles and Putting It All Together
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Assignments:
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- Assignment: Conduct a Laddering Interview
- Bonus Assignment: Beer Psychographic Segmentation and Ads
- Bonus Assignment: Complete VALS survey
- Lesson Quiz
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Main Dish: FDA Regulated Labels (L6)
Lesson 6
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Readings:
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- Lesson 6: FDA Regulated Labels
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Assignments:
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- Assignment: Use FDA regulated labels
- Assignment: Nutrient Content Claims
- Discussion: Chocolate milk's identity crisis
- Lesson Quiz
Initial discussion posts are due by Wednesday. All other assignments are due by 11:59 p.m. (ET) on Sunday of each lesson week.
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Main Dish: Third-Party Labels and Food Product Marketing Trends (L7)
Lesson 7
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- Lesson 7: Third-Party Labels and Food Product Marketing Trends
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- Assignment: Third-Party Labeling
- Assignment: Descriptive Names and Puffery
- Assignment: Labeling Experiment
- Discussion: Organic Foods
- Lesson Quiz
Initial discussion posts are due by Wednesday. All other assignments are due by 11:59 p.m. (ET) on Sunday of each lesson week.
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Intermezzo: Marketing Plan Process and Constructs (L8)
Lesson 8
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Readings:
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- Lesson 8: Marketing Plan Process and Constructs
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Assignments:
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- Assignment: Final Decision on Marketing Plan Product Idea
- Lesson Quiz (summative)
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Spring Break
Semester Break
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Readings:
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Assignments:
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First Side Dish: Product Strategy (L9)
Lesson 9
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Readings:
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- Lesson 9: Product Strategy
- HBR Case Study: TruEarth Case Study
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Assignments:
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- Quiz
- Vote (prior to completing quantitative analysis)
- Discussion: TruEarth Case Study
- Assignment: Case Study Questions
- Group Discussion: Create a Product Strategy for Your Group's Marketing Plan
Initial discussion posts are due by Wednesday. All other assignments are due by 11:59 p.m. (ET) on Sunday of each lesson week. |
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Second Side Dish: Distribution Strategy (L10)
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Readings:
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- Lesson 10: Distribution Strategy
- HBR Case Study: Natureview Farm case study
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Assignments:
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- Quiz
- Assignment: Retail Pricing
- Vote (prior to completing quantitative analysis)
- Discussion: Natureview Farm case study
- Assignment: Case Study Questions
- Group Discussion: Create a Distribution Strategy for Your Group's Marketing Plan
Initial discussion posts are due by Wednesday. All other assignments are due by 11:59 p.m. (ET) on Sunday of each lesson week. |
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Third Side Dish: Promotional Strategy (L11)
Lesson 11
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Readings:
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- Lesson 11: Promotional Strategy
- HBR Case Study: Giant Consumer Products case study
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Assignments:
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- Bonus Assignment: Ad Example
- Quiz
- Vote (prior to completing quantitative analysis)
- Discussion: Giant Consumer Products case study
- Assignment: Case Study Questions
- Group Discussion: Create a Promotional Strategy for Your Group's Marketing Plan
Initial discussion posts are due by Wednesday. All other assignments are due by 11:59 p.m. (ET) on Sunday of each lesson week. |
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Fourth Side Dish: Pricing Strategy (L12)
Lesson 12
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Readings:
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- Lesson 12: Pricing Strategy
- HBR Case Study: A.1.
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Assignments:
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- Quiz
- Vote (prior to completing quantitative analysis)
- Discussion: A.1. Case Study
- Assignment: Case Study Questions
- Group Discussion: Create a Pricing Strategy for Your Group's Marketing Plan
Initial discussion posts are due by Wednesday. All other assignments are due by 11:59 p.m. (ET) on Sunday of each lesson week. |
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Dessert: Marketing Plans (L13-15)
Lesson 13
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Readings:
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- Lesson 13: Marketing Plans
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Assignments:
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- Assignment: Request Collaborate Room for Your Group's Presentation (Week 13)
- Assignment: Final Marketing Plan - Group Activity (Week 14)
- Assignment: Presentation - Group Activity (Week 15)
- Assignment: Peer Evaluations (Week 15)
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