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MBA671 - Strategic Marketing Management
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Getting Started
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Instructor Kit
Week 1: Setting the Stage
Week 1: Overview
Week 1: Pre-Class — Prepare Before the Live Session
Week 1: Self-Introduction
Week 1: Discussion: Marketing Change Trends
Week 1: Online Live Instructor Led Session
Week 1: Breakout Room: The Brand Promise Case Discussion
Week 1: Setting the stage: The purpose and promise of marketing (PDF)
Week 1: Post-Class — Consolidate and Submit
Week 1: Written Reflection
Week 1: Summary
Week 1: References
Week 2: Strategic Marketing Planning
Week 2: Overview
Week 2: Pre-Class — Prepare Before the Live Session
Week 2: Discussion: Strategic Marketing Summary
Week 2: Online Live Instructor Led Session
Week 2: Breakout Room: Real-Brand Plan Analysis
Week 2: Strategic Marketing Planning (PDF)
Week 2: Post-Class — Consolidate and Submit
Week 2: Peer Review Task
Week 2: Summary
Week 2: References
Week 3: Strategic Decision Making
Week 3: Overview
Week 3: Pre-Class — Prepare Before the Live Session
Week 3: Discussion: Data Decision Dilemma
Week 3: Online Live Instructor Led Session
Week 3: Breakout Room: Strategic Logic Review
Week 3: Strategic Decision Making (PDF)
Week 3: Post-Class — Consolidate and Submit
Week 3: Written Reflection
Week 3: Summary
Week 3: References
Week 4: Prioritizing Consumer Experience
Week 4: Overview
Week 4: Pre-Class — Prepare Before the Live Session
Week 4: Discussion: Customer Behavior Dynamics
Week 4: Online Live Instructor Led Session
Week 4: Breakout Room: Customer Persona & Journey Mapping
Week 4: The most important person: Prioritizing the consumer experience (PDF)
Week 4: Post-Class — Consolidate and Submit
Week 4: Written Reflection
Week 4: Summary
Week 4: References
Week 5: Leadership
Week 5: Overview
Week 5: Pre-Class — Prepare Before the Live Session
Week 5: Discussion: Leadership Qualities for Success in Modern Marketing
Week 5: Online Live Instructor Led Session
Week 5: Breakout Room: Leadership Style Analysis of Iconic Marketing Leaders
Week 5: Leadership: Who is steering this ship? (PDF)
Week 5: Post-Class — Consolidate and Submit
Week 5: Leadership Reflection Journal
Week 5: Summary
Week 5: References
Week 6: Building Competitive Advantage
Week 6: Overview
Week 6: Pre-Class — Prepare Before the Live Session
Week 6: Discussion: Preparing a SWOT Analysis for a Chosen Brand
Week 6: Online Live Instructor Led Session
Week 6: Group Discussion: Brand Strategy and SWOT Analysis Discussion
Week 6: Establishing & strengthening a strategic competitive advantage (PDF)
Week 6: Post-Class — Consolidate and Submit
Week 6: Strategic Analysis Submission
Week 6: Summary
Week 6: References
Week 7: Target Markets
Week 7: Overview
Week 7: Pre-Class — Prepare Before the Live Session
Week 7: Discussion: Developing an STP Analysis Template
Week 7: Online Live Instructor Led Session
Week 7: Breakout Room: Brand Strategy Analysis
Week 7: Target markets: Identifying and targeting those individuals most likely to respond to the marketing strategy (PDF)
Week 7: Post-Class — Consolidate and Submit
Week 7: STP Analysis Assignment
Week 7: Summary
Week 7: References
Week 8: Revision / Midterm Exam
Week 8: Overview
Week 8: Pre-Class — Prepare Before the Exam
Week 8: On Campus
Week 8: Post-Class — Consolidate and Submit
Week 8: Exam Reflection Sheet
Week 8: Summary
Week 9: Product Strategies
Week 9: Overview
Week 9: Pre-Class — Prepare Before the Live Session
Week 9: Discussion: Product Innovations That Changed Consumer Experience
Week 9: Online Live Instructor Led Session
Week 9: Breakout Room: Reverse Engineering the Success of a Well-Known Product
Week 9: Product strategies: Creating the value proposition (PDF)
Week 9: Post-Class — Consolidate and Submit
Week 9: Product Concept Design Activity
Week 9: Case Analysis
Week 9: Summary
Week 9: References
Week 10: Pricing Strategies
Week 10: Overview
Week 10: Pre-Class — Prepare Before the Live Session
Week 10: Discussion: Pricing Decisions in Real-World Business Scenarios
Week 10: Online Live Instructor Led Session
Week 10: Breakout Room: Analyzing Pricing Strategies of Apple and Zara
Week 10: Pricing strategies: Signaling the value proposition (PDF)
Week 10: Post-Class — Consolidate and Submit
Week 10: Pricing Strategy Analysis and Debate
Week 10: Summary
Week 10: References
Week 11: Place Strategies
Week 11: Overview
Week 11: Pre-Class — Prepare Before the Live Session
Week 11: Discussion: Mapping Distribution Channels of a Brand
Week 11: Online Live Instructor Led Session
Week 11: Breakout Room: Resolving Distribution Channel Conflict
Week 11: Place strategies: Delivering the value proposition (PDF)
Week 11: Post-Class — Consolidate and Submit
Week 11: Distribution Strategy Reflection and Forum Discussion
Week 11: Summary
Week 11: References
Week 12: Promotional Strategies
Week 12: Overview
Week 12: Pre-Class — Prepare Before the Live Session
Week 12: Discussion: Integrated Marketing Communication (IMC) in Action
Week 12: Online Live Instructor Led Session
Week 12: Breakout Room: Developing an IMC Pitch Deck
Week 12: Promotional strategies: Advocating the value proposition (PDF)
Week 12: Post-Class — Consolidate and Submit
Week 12: IMC Pitch Deck Submission and Reflection
Week 12: Group Project Report
Week 12: Summary
Week 12: References
Week 13: Customer Relationship Management
Week 13: Overview
Week 13: Pre-Class — Prepare Before the Live Session
Week 13: Discussion: Customer Loyalty in Practice: Real-World Experiences and Insights
Week 13: Online Live Instructor Led Session
Week 13: Breakout Room: Evaluating and Redesigning a Real Loyalty Program
Week 13: Customer relationship management: Developing and growing customer relationships (PDF)
Week 13: Post-Class — Consolidate and Submit
Week 13: Loyalty Program Redesign Proposal
Week 13: Summary
Week 13: References
Week 14: Strategy Execution
Week 14: Overview
Week 14: Pre-Class — Prepare Before the Live Session
Week 14: Discussion: Strategic Marketing Execution Failures: Learning from Real-World Cases
Week 14: Online Live Instructor Led Session
Week 14: Breakout Room: Developing a Marketing Strategy Execution Roadmap
Week 14: Facilitating successful strategy execution (PDF)
Week 14: Post-Class — Consolidate and Submit
Week 14: Final Strategic Marketing Plan Submission
Week 14: Group Project Presentation
Week 14: Summary
Week 14: References
Week 15: Course Project
Week 15: Overview
Week 15: Pre-Class — Prepare Before the Exam
Week 15: Online Live Instructor-Led Session
Week 15: Summary
Week 16: Final Exam
Week 16: Overview
Week 16: Pre-Class — Prepare Before the Final Exam
Week 16: On Campus
Week 16: Summary
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Course information
MBA671 - Strategic Marketing Management
Skill Level
:
Beginner
