MBADM821

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Schedule

Course Schedule

Note: All due dates reflect North American eastern time (ET).

Spring and Fall Semesters: 16 weeks
Summer Semester: 12 weeks

All assignments are due by 11:59 PM (ET) on the last day of each lesson, except where noted.

Module 1: Modern Marketing

Lesson 1.1. Defining Marketing as a Function and Practice
Readings:	Textbook Kotler, Keller, & Chernev: Marketing Management, Chapters 1 and 2 Other Readings Optimizely. (2021). How to choose a marketing organization structure. Modern Marketing Partners. (2014). 7 types of marketing organization structures. Super Office. (2021). How sales and marketing alignment increased new revenue by 34% (case study). Marketing Week. (2022). Digital most-in-demand skill amid 'techification' of marketing, study finds.
Activities:	Lesson 1.1 Discussion

Lesson 1.2. The Age of the Customer
Readings:	Other Readings Leaver, S. (2017). Top five imperatives to win in the Age of the Customer. Leaver, S. (2016). The operating model for customer obsession. Milligan, V. (2017, July 31). How and why customers are empowered. Fontanella, C. (2021, June 15). What is the Age of the Customer, and what does it mean for your business? Forrester Research. (2020, July 30). The future of empowered customers.
Activities:	Lesson 1.2 Discussion

Lesson 1.3. Market Research Tools and Data-Driven Marketing
Readings:	Textbook Kotler, Keller, & Chernev: Marketing Management, Chapter 5
Activities:	Lesson 1.3 Discussion

Module 2: Understanding Consumer Behavior

Lesson 2.1. Consumer Decision-Making (B2C)
Readings:	Textbook Kotler, Keller, & Chernev: Marketing Management, Chapter 3 Other Readings Bunnell, J. (2021). Mastering the stages of the consumer decision-making process. Lyons, J. (2021). How to influence the consumer decision-making process.
Activities:	Lesson 2.1 Discussion

Lesson 2.2. Business Decision-Making (B2B)
Readings:	Textbook Kotler, Keller, & Chernev: Marketing Management, Chapter 4 Other Readings Big Commerce. (n.d.). Understanding the B2B buying process and how to improve the buyer journey. Thimothy, S. (2021). B2B buying process explained: How to help your customers make buying decisions. Forbes. NOTE: This site offers a certain number of "free" articles. Do not pay for this article.
Activities:	No activities.

Module 3: Market Strategy

Lesson 3.1. Sizing and Evaluating Markets
Readings:	Other Readings Georgoff, D., & Murdick, R. (1986). Manager's guide to forecasting. Harvard Business Review. Welborn, A. (2022). Marketing forecasting 101: Using analytics for future insights. Amplitude. Dodt, D. (2020). How to identify and evaluate new market opportunities.
Activities:	Lesson 3.1 Discussion

Lesson 3.2. Characterizing and Segmenting the Market
Readings:	Textbook Kotler, Keller, & Chernev: Marketing Management, Chapters 6 and 7 Other Readings Qualtrics XM Experience Management. (n.d.). Market segmentation: Definition, types, benefits, and best practice.
Activities:	Lesson 3.2 Discussion

Lesson 3.3. Maintaining Customer Relationships
Readings:	Textbook Kotler, Keller, & Chernev: Marketing Management, Chapter 19 Other Readings Valdellon, L. (n.d.). 13 brilliant customer loyalty program examples. Clever Tap. Qualtrics XM Experience Management. (n.d.). The ultimate guide to customer loyalty. Morgan, B. (2017, April 24). Breathing new life into the customer life cycle. Forbes. NOTE: This site offers a certain number of "free" articles. Do not pay for this article. Qualtrics XM Experience Management. (n.d.). Understanding the customer life cycle.
Activities:	Lesson 3.3 Discussion

Module 4: Brand Strategy

Lesson 4.1. The Role of the Brand in Business Success
*Readings:*	Textbook Kotler, Keller, & Chernev: Marketing Management, Chapter 10 Other Readings Jones, K. (2021). The importance of branding in business. Forbes. NOTE: This site offers a certain number of "free" articles. Do not pay for this article. Forbes. (2020). 16 branding fundamentals new businesses should remember. NOTE: This site offers a certain number of "free" articles. Do not pay for this article. Kumar, B. (2022). How to build your own brand from scratch in 7 steps.
*Activities:*	Lesson 4.1 Discussion

Lesson 4.2. Managing Brand Equity
Readings:	Other Readings Daye, D. (n.d.). 41 causes of brand failure. Qualtrics XM Experience Management. (n.d.). Your ultimate guide to brand equity and how to build it. Hoffower, H., & Madori Davis, D. (2021). Abercrombie and Fitch is cool again, after years as the most hated retailer in the US, because it has caught up to what millennials and Gen Z want.
Activities:	Lesson 4.2 Discussion Case Study: Wheaties Part 1

Module 5: Marketing's Role With Products and Pricing

Lesson 5.1. Product Development and Management
Readings:	Textbook Kotler, Keller, & Chernev: Marketing Management, Chapters 8, 9, 17, and 18 Other Readings Zaichenko, D. (n.d.). The role of marketing strategy in new product development. Qualtrics XM Experience Management. (n.d.). Customer needs analysis: Definition and research methods. MasterClass. (2022). Customer needs: How to identify and fulfill customer needs.
Activities:	Lesson 5.1 Discussion

Lesson 5.2. Pricing Decisions
Readings:	Textbook Kotler, Keller, & Chernev: Marketing Management, Chapter 11 Other Readings McKinsey & Company. (2021). The dos and don'ts of dynamic pricing in retail.
Activities:	Lesson 5.2 Discussion

Module 6: Marketing Communications

Lesson 6.1. Messaging Design and Execution
Readings:	Textbook Kotler, Keller, & Chernev: Marketing Management, Chapter 12 Other Readings MasterClass. (2021). How to create an unforgettable advertisement. Johnson, A. (2020). Good ads vs. great ads. Softline Solutions.
Activities:	Lesson 6.1 Discussion

Lesson 6.2. Media Channels and Mix
Readings:	Textbook Kotler, Keller, & Chernev: Marketing Management, Chapter 13 Other Readings ChannelSight. (2022). The ultimate media mix guide for brands in 2022.
Activities:	Lesson 6.2 Discussion Case Study: Wheaties Part 2

Module 7: Go to Market

Lesson 7.1. Supply Chain and Distribution Channels
Readings:	Textbook Kotler, Keller, & Chernev: Marketing Management, Chapter 15 Other Readings Girardi, A. (2022). Want to get ahead in marketing? Understand supply chains. Forbes. NOTE: This site offers a certain number of "free" articles. Do not pay for this article.
Activities:	None

Lesson 7.2. Retail
Readings:	Textbook Kotler, Keller, & Chernev: Marketing Management, Chapter 16 Other Readings Evans, M. (2021). Three ways the future retail store will change. Forbes. NOTE: This site offers a certain number of "free" articles. Do not pay for this article. Marciano, R. (n.d.). Store of tomorrow. Accenture. Kyamko, M. (2022). 7 strategies to help you build a strong retail brand. Crowdspring. Kurkula, S. (2021). Successful retail branding: A definitive guide for retail brands.
Activities:	Lesson 7.2 Discussion Final Simulation Part 1

Module 8: Current Trends in Marketing

Lesson 8.1. Social Responsibility and Data Privacy
Readings:	Textbook Kotler, Keller, & Chernev: Marketing Management, Chapter 21 Other Readings Barreto, H. (2023). Leveraging The Power Of AI In Marketing. Forbes. NOTE: This site offers a certain number of "free" articles. Do not pay for this article. Digital Marketing Institute. (2022). 16 brands doing corporate social responsibility successfully. Flinders, M. (2023). AI in marketing: How to leverage this powerful new technology for your next campaign. Harkness, L., Robinson, K., Stein, E., & Wu, W. (2023). How generative AI can boost consumer marketing. Mckinsey & Company. Holleran, M. (2021). Stepping up to the data privacy challenge. Forbes. NOTE: This site offers a certain number of "free" articles. Do not pay for this article. Hughes, D. (2023). Best Examples of AI in Marketing. Digital Marketing Institute. Stobierski, T. (2021). Types of corporate social responsibility to be aware of.
Activities:	Final Simulation Part 2 Discussion