XMBA 206
Marketing Strategy
(Summer 2008)
Instructor:
Ganesh Iyer
Course Materials:
Syllabus for XMBA 206
Making the Case Method Work for You
Group Assignment Handout
Sample Final Exam
Group Project Presentation Handout
Assignments
Optical Distortion Assignment
Calyx and Corolla (Group Assignment)
Block 1
Session 1
Session 1 Lecture
Marketing Myopia: Bombardier and Amtrak
Session 2
Product Team Cialis
Session 3
Ford Ka
Perceptual Maps
Block 2
Session 4
Intel Inside
Conjoint Design
Conjoint Design Spreadsheet
Session 5
Pricing Strategies
Session 6
Product Line Design (Part 1)
Cambridge Software: Analysis
Block 3
Session 7
Advertising Strategy
BMW Z3
Session 8
Channel Strategy: Going to Market
Direct Marketing and the Internet
Block 5
Session 9
McDowell's Vintage Whisky - Part 1
McDowell's Vintage Whisky - Part 2
Wrap-Up
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