Marketing Planning (2019-2020) - all slides + extensive notes

This document contains all the slides with extensive notes of the 'marketing planning' course taught by prof. Kotschedoff in 2020.

This document is NOT a summary. All notes provided in the online lectures are almost literally written out. It includes notes from live lectures (pre corona), the uploaded youtube videos and the lectures posted by the professor. It might seem like many information/pages, but it provides an excellent context to study the course and studies very fast. Note: the notes may contain typos.

Only case 3 is not included.

I obtained a 19/20 for the exam in June 2020.

Preview document (10 van de 378 pagina's)

Marketing Planning - Content Table

Lecture 1.1
Introduction
p2 - 4
Lecture 1.2
Overview
p5 - 28
Lecture 2
Managing Customer Heterogeneity
p29 – 71
Lecture 3
Managing Customer Dynamics
p72 – 111
Lecture 4
Introduction to R (I)
p112 – 118
Case 1
DentMax
p119 – 133
Case 2
TKL
p134 – 147
Lecture 5
All Competitors React
p148 – 181
Lecture 6
Managing Brand-based SCA
p182 – 217
Lecture 7
Managing Offering-based SCA
p218 – 254
Lecture 7.2
Innovation Radar
p255 – 259
Lecture 7.3
Bass Differentiation Model
p260 - 266
Lecture 8
Conjoint Analysis
p267 – 290
Case 3
Chick cul ing
NOT INCL
Lecture 9
Relationship-based SCA
p291 – 321
Lecture 10
Managing resource Trade-Offs
p322 – 344
Lecture 11
Implementing Marketing Principles and
p345 - 357
Data Analytics
Case 4
Exteriors Inc.
p358 – 371
Lecture 12
recap of the First Marketing Principles
p372 – 378
Marketing Planning
Lecture 1.1 - Introduction
Les 1 – 11/02/2020
Introduction into the course
What is Marketing planning?
Marketing planning × What is Marketing?
Marketing is the activity, set of institutions, and processes for creating, communicating, delivering,
and exchanging offerings that have value for customers, clients, partners, and society at large.
(AMA website) × What is a planning?
The act or process of making plans for something
(Oxford Dictionaries) × A plan involves fol owing a certain strategy (strategic planning)
× That is why we shift the focus of the course more to strategic marketing

Strategy is never a fixed planning

Grading × Written exam (60%), closed-book
o Multiple choice questions – around 50% of written exam
• Concepts on marketing strategy and planning from the lecture and the book
o Open questions – around 50% of written exam
• Apply conceptual knowledge of lecture material
• Closely related to the analytic case studies discussed in class
• Involve interpretation of regression output and some calculations

Focus on cases studies covered in class
Marketing Planning
× Simulation game - MarkStrat (40%)
o Wil cost you a registration fee
• But no need to buy the book for the course
o 1 Written report at the end of the course (80% of MarkStrat grade)
o Peer evaluation → to avoid free-riding (20% of MarkStrat grade)
o First sit: Hand in report on 13.5.2020, 5 pm
o Re-sit: Hand in report on TBA
• New grade report
• New peer evaluation
If we finish earlier with the lecture, you can always directly start with your group work Objectives Objective 1: Identify marketing strategies based on first principles

Objective 2: Make marketing decisions based on insights from data analytics

Marketing Planning
Marketing Planning
Lecture 1.2 - Overview
Class 11/02
Agenda × Overview
¡ Marketing Strategy Overview
× First Principles of Marketing Strategy
¡ MP#1: Al Customers Differ → Managing Customer Heterogeneity
¡ MP#2: Al Customers Change → Managing Customer Dynamics
¡ MP #3: Al Competitors React→ Managing Sustainable Competitive Advantage
¡ MP#4: Al Resources Are Limited → Managing Resource Trade-Offs
¡ Integrating the Four First Principles of Marketing Strategy
× Markstrat
× Takeaways
Course Focus: Strategical y Analyzing and Planning to Solve Marketing
Problems Two Key Learning Objectives:
1. Understand and effectively use the fundamental frameworks, processes, and analysis tools
of marketing strategy
2. Use the “first principles” of marketing strategy to solve business
problems and improve business performance

First Principles: The foundational concepts or assumptions on which a theory, system, or method is
based (Oxford Dictionaries ) Marketing Planning