Courses:

Marketing Management >> Content Detail



Calendar / Schedule



Calendar





Amazon logo When you click the Amazon logo to the left of any citation and purchase the book (or other media) from Amazon.com, MIT OpenCourseWare will receive up to 10% of this purchase and any other purchases you make during that visit. This will not increase the cost of your purchase. Links provided are to the US Amazon site, but you can also support OCW through Amazon sites in other regions. Learn more.

Context statement: Chapter numbers in the table refer to the following textbook:
Amazon logo Kotler, Philip, John Bowen, and James C. Makens. Marketing for Hospitality and Tourism. 2nd ed. Upper Saddle River, NJ: Prentice Hall, 1998. ISBN: 9780130807953. [ISBN-10: 0130807958]

LEC #TOPICSREADINGS/KEY DATES
1Introduction      
2Marketing Philosophies & Core Concepts
  • Marketing strategy: An overview
3Knowing your customer:
segmenting, targeting & positioning
  • Ch. 8: Market Segmentation, Targeting, and Positioning for Competitive Advantage.
4CASE STUDY: Calyx & Corolla
  • Calyx & Corolla case study
5Product Design &
Branding
  • Ch. 9: Designing Products
  • Storytelling: A new way to get close to your customer
  • Spark innovation through empathic design
6CASE STUDY: Black & Decker
  • Black & Decker case study
7Market Research I:
Conjoint Analysis
 
8CASE STUDY:Intuit
  • Intuit case study
  • Customer Service: The Last Word
9Market Research II:
Survey Design
10Market Research III:
Forecasting Demand
 
11CASE STUDY:
Optical Distortion, Inc.
  • Optical Distortion case study
12Consumer Behavior
  • Influence: Chapters 1 and epilogue
  •  Get Closer to Your Customers by Understanding How They Make Choices
13Consumer Behavior 
14MID TERM EXAM 
15Discuss exam /
Marketing Channels
  • Why We Buy: Chapters 2,8,9,10
16Pricing:
core concepts
 
17Pricing:
psychological considerations
 
18CASE STUDY:
Southwest Airlines
  • Southwest Airlines case study
19Advertising 
20Advertising 
21CASE STUDY: Swatch
  • Swatch case study
22Competition
  • Ch. 19: Creating Competitive Advantage
  • Creative strategies for responding to competitive actions
23Class Presentations
of Group Project
PROJECT WRITE-UPS DUE
24Class Presentations
(continued)
 
25PDFMarketing Ethics
& Course Overview
  • Ch. 22: Marketing and Society
26IN CLASS FINAL TAKE HOME PROBLEM DUE
 


 



 








© 2010-2021 OpenCollege.com, All Rights Reserved.
Open College is a service mark of AmeriCareers LLC.