| Date | Topics and Cases | Readings and Assignments |
| Weds. Sept. 8 |
Introduction of Term Project Case: Samanta Shoes |
Samanta Shoes (handout) |
| Weds. Sept. 15 | NO CLASS | |
| Weds. Sept. 22 | Entrepreneurial Strategy Case: Mars Discuss Research for Client Situation Analysis |
The Road Well Traveled Gurus in the Garage Discovering New Points of Differentiation Case: Mars (separate handout, also online) |
| Weds. Sept. 29 |
Assessing Customer Needs Case: Boston Beer |
Knowing a Winning Business Idea
When you See One Boston Beer |
| Weds. Oct. 6 |
Assessing the Market Defining the Target Market Case: Documentum |
Documentum |
| Weds. Oct. 13 |
Defining the Product Case: Collabrys Inc. |
Darwin and the Demon Collabrys, Inc. |
| Weds. Oct. 20 |
Pricing the Product Case: Pricing Strategy Case: Price Production Marketing Strategy |
How Do You Know When the Price is Right? Pricing Strategy (sold separately) Price Production Marketing Strategy (sold separately) |
| Weds. Oct. 27 | Distributing the Product Alessi - Evolution of a Design Factory |
Alessi (A) Alessi- Evolution of a Design Factory (C) |
| Weds. Nov. 3 |
Videos: Service with Soul, Stew Leonard's Question and Answer with Samanta Shoes |
Situation Analysis due |
| Weds. Nov. 10 |
Creative Selling Case: Centra Software |
Centra Software |
| Mon Nov. 17 | Customer Relationship Management Case: Siebel Systems |
Siebel Systems |
| Weds. Nov. 24 | NO CLASS | Happy Thanksgiving! |
| Weds. Dec. 1 |
International Problems and Opportunities Case: American China Enterprises |
American China Enterprises |
| Weds. Dec. 8 |
Speaker | Final Marketing Plans due |
| Weds. Dec. 15 | Marketing Plan Competition | Presentations |
| Weds. Dec. 22 |
Course wrapup |
HAVE A GREAT HOLIDAY BREAK!!!
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