Week 1

  • Topics: Introduction to marketing, segmentation, targeting, positioning and Marketplace simulation.
  • What to do prior to class:
    • Read the  course syllabus.
    • Read the article, "The Seven Questions of Marketing Strategy."
    • Read the "Ontela PicDeck (A) and (B)" case studies. Prior to the start of class, post in the comments section below your answer (100 word max) to these questions:
      • Based on the information in part A of the case, which customer segment should Ontela target? Why?
      • Should Ontela use the data in part B to refine its thinking about which segment to target? Why or why not?
  • Watch the online demo of the marketing simulation. Here is how to access the demo: Go to http://www.marketplace-live.com/demo/index.php. Scroll down the page to the Strategic Marketing section and click on "view demo."
  • Marketplace simulation decision one is due by the end of the first class. Time will be provided during class for your team to meet and input decisions into the Marketplace software. You do not need to work on decision one prior to the first class. Please bring a credit card to class so you can purchase online the software license. If you have a laptop PC, please bring it to class.

Week 1 Slides

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Week 2

  • Topics: Differentiation, value proposition, products and services.
  • What to do prior to class:
    • Read the article, "Positioning—The Essence of Marketing Strategy."
    • Read the "Mrs. Ebtissam Algosaibi" case study. Prior to the start of class, post in the comments section below your answer (100 word max) to this question:
      • What does Algosaibi need to do to make her jewelry a success outside of Saudi Arabia?
  • We will do Marketplace decision two during class. Time will be provided for your team to meet and input decisions into the Marketplace software. You do not need to work on decision two prior to class. If you have a laptop PC, please bring it to class.

Week 2 PowerPoint slides

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Week 3

  • Topic: Promotion and integrated marketing communications, part I
  • What to do prior to class:
    • Read the articles, "Social Media" and "Using Social Media in the B2B Context." Prior to the start of class, post in comments below your answer (100 word max) to this question:
      • Pick a company or organization you think is effectively using social media to influence its audience. What are they doing right? Please include an Internet link.
  • We will do Marketplace decision three during class. Time will be provided for your team to meet and input decisions into the Marketplace software. You do not need to work on decision three prior to class. If you have a laptop PC, please bring it to class.

Week 3 PowerPoint slides (pdf)

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Week 4

  • Topic: Promotion and integrated marketing communications, part II
  • What to do prior to class:
    • Read the "Online Marketing at Big Skinny" case study. Prior to the start of class, post in the comments section below your answer (100 word max) to this question:
      • What should be Kiril's top three advertising priorities? Why?
  • Marketplace decision four due by 9 PM on Monday, 10/17. All Q4 decision-making and data entry will be done outside of class.

Week 4 PowerPoint slides

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Week 5

  • Topics: Marketing research and pricing.
  • What to do prior to class:
    • Read the article, "Serving the World's Poor—Profitably."
    • Read the "Super Shampoo Products" case study. Prior to the start of class, post in the comments section below your answer (100 word max) to this question:
      • What marketing advice do you have for Venkataraman as he prepares to launch Super Shampoo?
    • Read the article, "Online Research Guide." (It will help with the marketing plan assignment.)
  • Marketplace decision five due by 9 PM on Monday, 10/24. All Q5 decision-making and data entry will be done outside of class.

Week 5 PowerPoint slides

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Week 6

  • Topic: Channels of distribution.
  • What to do prior to class:
    • Read the articles, "Is It Too Late to Enter China?", "A Better Approach to China's Markets", and "What the West Doesn't Get About China."
    • Read the "Icebreaker" case study. Prior to the start of class, post in the comments section below your answer (100 word max) to this question:
      • Should Icebreaker enter the Chinese market? Why or why not?
  • Marketplace decision six due by 9 PM on Monday, 10/31. All Q6 decision-making and data entry will be done outside of class.

Week 6 PowerPoint slides (pdf)

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Week 7

  • Topics: Brands and branding, marketing communications team presentations.
  • What to do prior to class:
    • Read the article, "Why You Aren't Buying Venezuelan Chocolate."
    • Finalize presentation content and rehearse presentations at least two times.
  • Marketplace decision seven due by 9 PM on Monday, 11/7. All Q7 decision-making and data entry will be done outside of class.

Week 7 PowerPoint slides (pdf)

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Week 8

  • Topics: Marketplace conclusion
  • What to do prior to class:
    • Finish your marketing plan paper and email it to brian.mccarthy@pdx.edu by the beginning of class. You do not need to bring a print-out of your paper to class. Points will be deducted for late papers.
  • We will do Marketplace decision eight during class. Time will be provided for your team to meet and input decisions into the Marketplace software. You will not have access to Q7 results until the beginning of class. If you have a laptop PC, please bring it to class.

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