MKTG 562-IDS 540_FALL 2022_SCHEDULE Oct 9 2022

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Arizona State University *

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92323

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Marketing

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Feb 20, 2024

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1 MKTG 562/IDS 540 FALL 2022: TENTATIVE COURSE SCHEDULE Week Date Day Topic/Activity 1 Aug 24 Wednesday Greetings, E-MAIL ASSIGNMENT (due 4:00 Aug 27) 2 Aug 31 Wednesday Chapter 1 – Marketing Engineering Intro (lecture) 3 Sept 7 Wednesday Chapter 1 – Marketing Engineering Intro (continued) 4 Sept 14 Wednesday Chapter 2 – Customer value assessment, part 1 (lecture) Enginius Demo & Discussion: customer choice/predictive modeling Case previews: Hansen Foundation 5 Sept 21 Wednesday Choice Model/Predictive Modeling Demo case: Hansen Foundation Chapter 2 – Customer value assessment, part 2 CLV (lecture) Enginius Demo & Discussion: Customer Lifetime Value (CLV) tool Case previews: Northern Aero, Syphone cases 6 Sept 28 Wednesday Case (1) Discussion: Northern Aero (CLV) Northern Aero case questions due by 6:00 p.m. Case (2) Discussion: Syphone (CLV) Syphone case questions due by 6:00 p.m. Chapter 3 – Segmentation & Targeting (lecture) Enginius Demo & Discussion: Segmentation tool Case preview: Pacific Brands, ESSEC, FLIP 7 Oct 5 Wednesday NO CLASS CLV Toolkit #1 due by 6:00 p.m. 8 Oct 12 Wednesday Chapter 3 – Segmentation & Targeting (lecture) Enginius Demo & Discussion: Segmentation tool Case preview: Pacific Brands, ESSEC, FLIP Enginius Demo: Targeting (GE/McKinsey) Tool GE/McKinsey Tool Demo case: AWL Chapter 4 – Positioning & Perceptual maps (begin lecture)

2 9 Oct. 19 Wednesday Case (3) Discussion: Pacific Brands (segmentation) Pacific Brands case questions due by 6:00 p.m. Case (4) Discussion: ESSEC exec MBA (segmentation) ESSEC exec MBA case questions due by 6:00 p.m. Case (5) Discussion: FLIP side of segm (segmentation) FLIP side of segm case questions due by 6:00 p.m. Enginius Demo & case previews: positioning tool Case previews: Infiniti G20, Blackberry Pearl, Bunny Hop, ISBM 10 Oct. 26 Wednesday Case (6) Discussion: Infiniti G20 (positioning) Infiniti G20 case questions due by 6:00 p.m. Case (7) Discussion: Blackberry Pearl (positioning) Blackberry Pearl case questions due by 6:00 p.m. Case (8) Disc.: Can the Bunny Hop (segmentation + positioning) Can the Bunny Hop case questions due by 6:00 p.m. Case (9) Discussion: ISBM (segmentation + positioning) ISBM case questions due by 6:00 p.m. Segmentation Toolkit #2 due by 6:00 p.m. Chapter 5 – Forecasting (lecture) MID-TERM EXAM chapters 1-4 [distributed 10/28, due 11/1 at 12:00] 11 Nov 2 Wednesday Chapter 5 – Forecasting (lecture) (continued) Enginius Demo & Discussion: Bass model Case preview: Ford Hybrid Cars, Telepresence Positioning Toolkit #3 due by 6:00 p.m. 12 Nov 9 Wednesday Case (10) Discussion: Ford Hybrid Cars (Bass model) Ford Hybrid Cars case questions due by 6:00 p.m. Case (11) Discussion: Telepresence (Bass model) Telepresence case questions due by 6:00 p.m. Chapter 6 – New product & service design [Conjoint] (lecture)

3 13 Nov 16 Wednesday Chapter 6 – New product & service design [Conjoint] (lecture) (cont.) Enginius Demo & Discussion: conjoint tool + segmentation Case previews: Forte Hotel, Durr Bass Forecasting Model Toolkit #4 due by 6:00 p.m. 14 Nov 23 Wednesday REMOTE CLASS TODAY Case (12) Discussion: Forte Hotel (conjoint + segmentation) Forte Hotel case questions due by 6:00 p.m. Case (13) Discussion: Durr (conjoint + segmentation) Durr case questions due by 6:00 p.m. Chapter 7 – Marketing Mix [Resource Allocation] (lecture) Enginius Demo & Discussion: resource allocation Case previews: C-Tek, John French Call Plan 15 Nov 30 Wednesday Case (14) Discussion: C-Tek (resource allocation) C-Tek case questions due by 6:00 p.m. Case (15) Discussion: John French Call Plan (resource allocation) John French Call Plan case questions due by 6:00 p.m. Chapter 9 – Harvesting Value from Marketing Engineering COURSE WRAP-UP, preview of Final Exam Conjoint Toolkit #5 due by 6:00 p.m. 15 Dec 2 Friday Resource Allocation Toolkit #6 due by 6:00 p.m. 16 Dec 7 Wednesday FINAL EXAM chapters 4-7 [distributed 11/30, due 12/7 at 6:00 p.m.] ** END OF COURSE ** KEY: EXAMS Case Presentation/Discussion in class [each group will present one case in class] Case questions due before class (by 6:00 p.m.) [each student or group must submit written answers to 8 of the 14 cases that your group is not presenting in class – you choose which 8 cases]

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4 **** Case questions can be submitted by GROUPS Toolkit due before class (by 6:00 p.m.) [ 6 toolkits due: CLV, segmentation, positioning, Bass forecasting model, conjoint, resource allocation] **** Toolkits can be submitted by GROUPS In-class Demo of case/tool without student presentation (no case questions due)

MKTG 562-IDS 540_FALL 2022_SCHEDULE Oct 9 2022

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