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1、 Palmatier, 2017, Marketing Strategy, Palgrave. ISBN: 9781137526236. Marketing Strategy: Based on First Principles and Data Analytics Instructional Manual Table Of Contents TOC o 1-4 t Heading 5,1,Heading 6,2 1.A Personal Note from the Authors PAGEREF _Toc471722582 h 32.Instructional Resources PAGER

2、EF _Toc471722583 h 42.1First Principles Approach Slide Library PAGEREF _Toc471722584 h 42.2Data Analytic Technique Sections Slide Library PAGEREF _Toc471722585 h 42.3Broad Analytics Cases (with Solutions) and Data PAGEREF _Toc471722586 h 52.4Analytics Case References PAGEREF _Toc471722587 h 52.5Exam

3、ple Syllabi PAGEREF _Toc471722588 h 62.6Test Bank PAGEREF _Toc471722589 h 72.7Instructional Videos PAGEREF _Toc471722590 h 72.8Integrates with Marketing Simulation Software (e.g., Markstrat) PAGEREF _Toc471722591 h 73.Delivering a Marketing Strategy Course PAGEREF _Toc471722592 h 83.1Overarching Obj

4、ectives PAGEREF _Toc471722593 h 83.2Overall Course Structure PAGEREF _Toc471722594 h 83.3Course Structure for Undergraduate Marketing Strategy/Management PAGEREF _Toc471722595 h 93.4Graded Components for Undergraduate Marketing Strategy/Management PAGEREF _Toc471722596 h 103.5Example Syllabus for Un

5、dergraduate Marketing Strategy/Management PAGEREF _Toc471722597 h 103.6Course Structure for a Graduate (MBA) Marketing Strategy/Management PAGEREF _Toc471722598 h 113.7Graded Components for Graduate (MBA) Marketing Strategy/Management PAGEREF _Toc471722599 h 123.8Example Syllabus for Graduate (MBA)

6、Marketing Strategy/Management PAGEREF _Toc471722600 h 124.Delivering a Marketing Analytics Course PAGEREF _Toc471722601 h 134.1Overarching Objectives PAGEREF _Toc471722602 h 134.2Overall Course Structure PAGEREF _Toc471722603 h 134.3Course Structure for Undergraduate Marketing Analytics PAGEREF _Toc

7、471722604 h 144.4Graded Components for Undergraduate Marketing Analytics PAGEREF _Toc471722605 h 154.5Example Syllabus for Undergraduate Marketing Analytics PAGEREF _Toc471722606 h 154.6Course Structure for a Graduate (MBA) Marketing Analytics PAGEREF _Toc471722607 h 154.7Graded Components for Gradu

8、ate (MBA) Marketing Analytics PAGEREF _Toc471722608 h 174.8Example Syllabus for Graduate (MBA) Marketing Analytics PAGEREF _Toc471722609 h 17A Personal Note from the AuthorsWe truly appreciate your use of Marketing Strategy: Based on First Principles and Data Analytics! In this manual, we help your

9、preparation for teaching this class both effective and efficient. What instructional needs do we seek to fulfil with this book? The two key differentiators of our book are:Foundation: Our approach is built on structural foundation, and not business exemplars. Many marketing strategy classes rely alm

10、ost exclusively on business cases that may serve as exemplars of marketing strategy. The problem with only using business cases is that students are unwilling to believe that a single firms successful solution to a marketing problem generalizes across problems. Hence, we build the book on a structur

11、al foundation that argues that marketing decisions can be organized to solve four underlying “problems” or complexities that all firms face when designing and implementing their marketing strategies. These four problems represent critical hurdles to marketing success; they also define the organizati

12、on for this book. We refer to them as the First Principles of Marketing Strategy.Analytics: We embrace todays necessity to include analytics in marketing-decision making: Many marketing strategy classes that rely only on concepts and business cases offer relatively limited data analytics assistance

13、to students, which provides the mistaken impression that todays business environment is not data-intensive. Feedback and experience indicate that analytics is no longer a luxury, but a business necessity from a career advancement perspective. Accordingly, we describe state-of-the-art data analytic t

14、echniques throughout the book, and include four broad empirical cases, with data sets and step-by-step solution guides, that give students a feel for analytics-based decision-making. We present you with flexible teaching approaches. You could directly use the book to teach Marketing Strategy or Mark

15、eting Management courses, by describing the First Principles of Marketing Strategy, and thereby giving students a structured framework for developing effective strategies for diverse marketing problems. You could also use our foundational structure to teach a Marketing Data Analytics or Marketing En

16、gineering class by providing a strategic organizing framework to tackle the challenges of todays big data environments. Both these approaches using our materials have been applied and refined at multiple universities by multiple professors for undergraduate, MBA, and EMBA students for almost a decad

17、e.Accordingly, in the rest of the manual, we detail all the instructional resources we provide with the book, provide field guides to constructing Marketing Strategy and Marketing Analytics courses using our book, and subsequently provide some sample syllabi for immediate use. We hope you enjoy Mark

18、eting Strategy: Based on First Principles and Data Analytics!Instructional ResourcesWe list all the teaching resources we have provided below.First Principles Approach Slide LibraryWe have provided you with a detailed slide library of more than 500 fully animated PowerPoint slides for classroom inst

19、ruction. On the bottom of each slide (notes section) is a detailed discussion of the purpose, research, and more examples supporting the slide. The slide library is organized around each of the nine chapters, to facilitate modular instruction. Each chapters slides consist of the same components in t

20、he book. IntroductionDescription and rationale for the First PrincipleEvolution and description of approaches used to address the specific Marketing Principle Relevant marketing research, concepts, tools, and analyses Input, output, and process framework TakeawaysCasesIn addition, we have included s

21、elect examples (from more than 250 diverse marketing examples in the book) in each chapters slides. Data Analytic Technique Sections Slide LibraryWe have provided you with a detailed slide library expanding on key data analytics techniques that can be used in conjunction with each First Principle. T

22、he material was originally developed by DecisionPro to be used with MEXL (an add-in module for Excel), but we have adapted it to support the key data analytic techniques in the book, i.e. cluster analysis, positioning maps, choice models, conjoint modes, and response models. Each data analytic techn

23、ique consist of. Learning objectivesRationale for the techniqueDescription of the techniqueExample of technique in useSummaryBroad Analytics Cases (with Solutions) and DataThe book contains four broad empirical cases, with data sets and step-by-step solution guides. Each case refers to one of the fo

24、ur First Principles. Each of the cases deals with one of the four fundamental marketing problems. You could use these cases and solutions included at the end of relevant chapters as demonstration of the processes and techniques taught in the book. The structure of the cases parallel one another, eac

25、h focused on a different First Principle, and provide the following:Problem BackgroundProblem StatementDataSolution ProcessSummary of SolutionTables and FiguresAnalytics Case ReferencesIn addition to the broad analytics cases, the chapters contain references to cases which were developed by Decision

26、Pro to be used with MEXL (an add-in module for Excel) or Enginius (a Cloud-based version of the software). These cases are often more narrowly defined but provide an excellent way to learn the key marketing processes and analysis tools outlined in this chapter. Each of these cases comes with an asso

27、ciated dataset. These case and datasets can be accessed at HYPERLINK / /. Below, we list the DecisionPro cases that are relevant for the book, on a chapter-by-chapter basis:Chapter DecisionPro Case2Pacific Brands Case uses cluster analysis to identify and define the segments within the brassiere mar

28、ket and recommend cost-effective advertising and promotional activities.2FLIP Side of Segmentation Case uses cluster analysis to segment and choose target markets.2Addison Wesley Longman Case uses a GE Matrix to allocate resources resources/support to each of three potential new offerings.2Suzlon Ca

29、se uses a GE Matrix to allocate resources/support to each of three potential new offerings.2ConneCtor PDA 2001 Case uses a perceptual map to help position a product in a key target market.2Heineken Case uses a perceptual map to reposition Heinekens beer brands in the Spanish market to increase sales

30、.3Bookbinders Book Club Case uses a customer choice model to evaluate different methods (RFM, regression or binary logit) that are best for prioritizing customers to target for a campaign.3Northern Aero Case uses customer lifetime value model, to evaluate the value of a typical customer in each segm

31、ent.5Infiniti G20 Case uses a positioning map to understand how the market perceives the Infiniti brand relative to competitors?6Kirin USA Case uses a conjoint model to understand what new beer Kirin should develop to improve their competitive standing in the US.6Ford Hybrid Cars Case uses a Bass fo

32、recasting model to understand the sales growth of Ford Hybrid Car.7Convergys Case uses segmentation and GE models to identify best customers for growing business.7ABB Electric Case uses customer choice model to identify which customers should be targeted with a supplementary marketing campaign.8Blue

33、 Mountain Coffee Case uses ADBUDG spreadsheet to determine Blue Mountains advertising budget be for the next year.8Syntex Laboratories (A) Case uses resource allocation model to identify how many sales reps should Syntex hire over the next three years and how the reps should be allocated across prod

34、ucts and physician specialty types.8BrainCell Internet Advertising Case uses Excel Solver to allocate an advertising budget to maximize profits.Example SyllabiWe have provided four complete syllabi for instructors to directly download and design their classes. We have provided two example syllabi fo

35、r a marketing management/strategy class (i.e. one for an undergraduate class, and one for an MBA class), and two example syllabi for a marketing analytics class (one for an undergraduate class, and one for an MBA class). While each of these syllabi is for a 14-week session, you might pare it down to

36、 a shorter session (for use in EMBA classes) by combining materials from two class sessions in a 14-week class into one section for the 7-week class. Test BankWe have provided a comprehensive test bank with 25 multiple choice questions, and 5 short answer questions from each chapter. To put a test t

37、ogether, you can customize the questions from across the chapters. The test bank is available from Palgraves Instructor only website.Instructional VideosWe are developing in-depth videos about key topics from the book, including the First Principles, marketing concepts, real business examples, and d

38、ata analytical methods. More information will be soon available (est. May 2017). The videos are suitable for a full class session or short briefs and introduction of one topic.Integrates with Marketing Simulation Software (e.g., Markstrat)In addition to helping students understand the four First Pri

39、nciples and how they fit together, we discuss market simulation software, such as Markstrat, as a complement and experiential learning tool (see DAT 1.1). This interactive software requires real-time decisions by students that map onto the four Marketing Principles, while using the outputs of the ot

40、her analyses outlined in this book (e.g., positioning maps, multidimensional scaling, consumer surveys, marketing experiments, regression analysis, conjoint analysis) to inform key marketing decisions. Many professors and students find this experiential-based learning approach effective for understa

41、nding and demonstrating the power of the First Principles, as well as the importance of data analysis for real-world development and implementation of effective marketing strategy. Other simulation software packages are also available and work as well, but Markstrat parallels our approach very close

42、ly. Delivering a Marketing Strategy CourseOverarching ObjectivesFor the marketing strategy course, objective would be to focus the course on strategically analyzing and solving marketing problems from a decision makers perspective. Overall, the marketing management/marketing strategy course would ha

43、ve two key learning objectives:Understanding and effectively using the fundamental frameworks, processes, and analysis tools of marketing strategyUsing the “first principles” of marketing strategy to solve business problemsOverall Course StructureThe overall delivery of the class materials would be

44、based on each of the four First Principles of Marketing Strategy. We break down the delivery of the component into the following components. The first two lectures could provide an overview of marketing strategy, introduce each of the First Principles of Marketing Strategy, thus covering the purview

45、 of Chapter 1. These lectures could use the slide library from Chapter 1. Chapters 2-8 covers each of the four First Principles of Marketing Strategy in detail. We recommend organizing 3-4 lectures for each chapter, using the following resources:Slide Library for Lecture ContentData Analytic Techniq

46、ue for overview of analytic techniques within the purview of each chapterBroad Analytics Cases for application-based demonstration of each analytic techniqueMeXL-based analytics case as assignment-based learning of each analytic technique (for MBA students).Markstrat sessions to better understand th

47、e ground realities of the learning. The last two lectures could provide a review of marketing strategy, and ideas on how the integrate the four First Principles of Marketing Strategy, which covers the purview of Chapter 9, and could use the slide library from Chapter 9. Course Structure for Undergra

48、duate Marketing Strategy/Management Below, we present a detailed course structure for a 28 session undergraduate course. If the course is taught over 14 weeks, the class will meet twice a week, and cover two sessions in a week. If the course is taught over 7 weeks, the class will meet twice a week,

49、and cover four sessions in a week (i.e. two sessions in each meeting). Moreover, we provide a detailed breakdown of session number, topic, instructional resource needed, and chapter, for each session.SessionWeekTopicInstructional Resource Chapter11.1Overview and Benefits of Marketing StrategyInstruc

50、tor Slides121.2Overview of First Principles Approach (cont)Instructor Slides132.1Principle 1: All Customers are Different Managing Customer HeterogeneityInstructor Slides242.2Segmentation and Targeting Concept and DemonstrationAnalytic Technique, MeXL (Dentmax Case)253.1Markstrat Session 1 and/or Ca

51、se AssignmentDentMax Case Replication Assignment63.2Positioning Concepts and DemonstrationAnalytic Technique274.1Markstrat Session 2 and/or Case AssignmentMeXL (Infiniti Case) Demonstration84.2Principle 2: All Customers Change Managing Customer DynamicsInstructor Slides395.1Markstrat Session 3 and/o

52、r Case105.2Choice Models Concept and DemonstrationAnalytic Technique, MeXL (TKL Case)3116.1Markstrat Session 4 and/or CaseTKL Case Replication Assignment126.2Principle 3: All Competitors React Managing Sustainable Competitive AdvantageInstructor Slides4137.1Markstrat Session 5 and/or Case147.2Princi

53、ple 3 (cont): Managing Brand-Based Competitive AdvantageInstructor Slides5158.1Markstrat Session 6 and/or Case168.2Principle 3 (cont): Managing Offering-Based Competitive AdvantageInstructor Slides6179.1Markstrat Session 7 and/or Case189.2Conjoint Concept and DemonstrationAnalytic Technique, MeXL (E

54、xteriors Case)61910.1Markstrat Session 8 and/or CaseExteriors Case Replication Assignment2010.2Principle 3 (cont): Managing Relationship-Based Competitive AdvantageInstructor Slides72111.1Markstrat Session 9 and/or Case2211.2Principle 4: All Resources are Limited Managing Resource TradeoffsInstructo

55、r Slides82312.1Markstrat Session 10 and/or Case 2412.2Response Models Concept and DemonstrationAnalytic Technique, MeXL (BRT Tribune Case)82513.1Markstrat Session 11 and/or CaseBRT Tribune Case Replication Assignment2613.2Integrating the Four PrinciplesInstructor Slides92714.1Review of Markstrat Per

56、formance2814.2Review of First Principles of Marketing Instructor Slides 9Graded Components for Undergraduate Marketing Strategy/Management You could consider the following graded component for the undergraduate course:Exams: The exam will be closed-book, and will help assess students understanding o

57、f the core conceptual materials discussed in the class. You could draw exam material from the question banks provided with each chapter.Markstrat Simulation. Each team will run a business, in competition with the other teams in a dynamic environment. Each team will need to finish decisions by the we

58、ekly assigned deadline. Each teams overall results at the end of class will be evaluated on the basis of the stock price, which determines their final standing in Markstrat. Case Replication: Students could turn in a replicated analysis of each of the four broad analytics cases in the class period a

59、fter the case is discussed. Example Syllabus for Undergraduate Marketing Strategy/Management We have provided an example syllabus for Undergraduate Marketing Strategy/Management Course on the course website.Course Structure for a Graduate (MBA) Marketing Strategy/Management Below, we present a detai

60、led course structure for a 28 session graduate (MBA) course. If the course is taught over 14 weeks, the class will meet twice a week, and cover two sessions in a week. If the course is taught over 7 weeks, the class will meet twice a week, and cover four sessions in a week (i.e. two sessions in each