The course is organized so that each class is either a lecture or a case discussion. Lecture classes and case classes alternate, with the lectures covering material relevant to the next case. You should plan to review these slides before coming to class.
The slides are not complete - they will need to be annotated during the lectures. If you miss a class make sure you get annotations from a colleague. In the spirit of continuous improvement, the slides may also be changed. If I make dramatic changes to the notes I will try to bring new copies to class.
I recommend the following reading priorities: cases, required reading and then lecture notes.
| TOPIC |
NOTES |
| Introduction |
(PDF) |
| Advertising |
(PDF) |
| Channels |
(PDF) |
| Customers |
(PDF) |
| Channel Conflict |
(PDF) | (Annotations PDF) |
| Marketing Strategy I |
(PDF) |
| Marketing Strategy II |
(PDF) |
| Pricing |
(PDF) |
| Product Development |
(PDF) |