Special Topics in Marketing
Prof. Dr. Boris Lezhava
MKT 2041 Special Aspects in Marketing
A) Description
This marketing course provides thorough insight into the certain aspects of
marketing. The main part of the course will be dealing of understanding all
underpinnings of pricing, step-by-step guideline to pricing analysis and strategy
development. During the course you will have an opportunity to engage in the
pricing simulation: Universal Rental Car V2 and be the price setter of our company
and compete with your group-mates.
I will try to show you how to manage markets strategically—rather than simply
calculate pricing based on product and profit—in order to improve their
competitiveness and the profitability of their offers.
We will be touching issues like customer lifetime value, understanding a
rigorous yet simple approach to estimating the lifetime value of customers and
using that information for both tactical and strategic management decisionmaking.
We will be covering different issues of Marketing Metrics: Brand Valuation,
Marketing ROI, Diffusion Models and Sales Forecasting.
During the course we will heavily discuss different cases.
B) Topics and case studies to be covered on respective dates
Detailed Schedule of Classes and Activities for Group A
Date
21/10/14
Start
Time
13:45
End
Time
15:15
21/10/14
21/10/14
23/10/14
15:30
17:15
09:45
17:00
18:45
11:15
23/10/14
11:30
13:00
24/10/14
15:30
17:00
24/10/14
17:15
18:45
25/10/14
25/10/14
25/10/14
25/10/14
28/10/14
28/10/14
28/10/14
29/10/14
30/10/14
30/10/14
31/10/14
09:45
11:30
14:30
16:15
13:45
15:30
17:15
13:45
09:45
11:30
15:30
11:15
13:00
16:00
17:45
15:15
17:00
18:45
15:15
11:15
13:00
17:00
Syllabus
Topics
Introduction to Marketing Process and
Pricing
Managing Customers as Investments
Customer Life-time Value Analysis
Marketing Metrics on Share of Hearts,
Minds and Markets
Marketing Metrics on Margins and
Profits and on Product Portfolio
Value Creation and Behavioural
Pricing
Introduction to Simulation “Pricing
Simulation: Universal Rental Car V2”
Case Discussion
Case Discussion
Pricing Structure
Price and Value Communication
Case Discussion
Case Discussion
Pricing Policy
Simulation: Universal Rental Car
Price Level
Pricing Over the Product Life Cycle
Pricing Strategy Implementation
Case Studies
https://cb.hbsp.harvard.edu/cbmp/product/7005HTM-ENG.
Tweeter etc. 9-597-028
Tweeter etc. 9-597-028
Virgin Mobile 9-504-028
Virgin Mobile 9-504-028
page 1
Special Topics in Marketing
Prof. Dr. Boris Lezhava
31/10/14
04/11/14
17:15
13:45
18:45
15:15
Costs and Financial Analysis
Case Discussion
04/11/14
15:30
17:00
Case Discussion
04/11/14
06/11/14
06/11/14
07/11/14
17:15
09:45
11:30
15:30
18:45
11:15
13:00
17:00
07/11/14
17:15
18:45
Simulation: Universal Rental Car
Marketing Metrics on Brand Valuation
Marketing Metrics on Brand Valuation
Marketing Metrics Marketing Return
on Investments
Case Discussion
08/11/14
09:45
11:15
08/11/14
08/11/14
08/11/14
11:30
14:30
16:15
13:00
16:00
17:45
Priceline: Name Your Own Price
9-500-070
Priceline: Name Your Own Price
9-500-070
Amazon, Apple, Facebook and
Google 9-513-060
Marketing Metrics on Diffusion
Models
Sales Forecasting
Presentation of the Simulation Results
Presentation of the Simulation Results
C) Case studies
There are four case studies which will be discussed during the semester:
Tweeter etc. (9-597-028), Virgin Mobile (9-504-028), Priceline: Name Your Own
Price (9-500-070) and Amazon, Apple, Facebook and Google (9-513-060).
Please see the time table for the dates.
You have to come in class to the assigned dates having read and prepared the
case study already. You will have additional time in the class to discuss your
solution with your fellow class members and come to a common solution.
D) Documents for the lecture
The Syllabus, the lecture script and all the case studies will be ready for download
or hardcopy distribution.
E) Assessment method
The final mark of the lecture will comprise of the following:
Activity
Grade
Case 1: Tweeter etc
Case 2: Virgin Mobile
Case 3: Priceline: Name Your Own Price
Case 4: Amazon, Apple, Facebook and Google
Results and presentation of Simulation
Final Exam
10 Points
10 Points
10 Points
10 Points
10 Points
50 points
Total
100 Points
F) Literature list
Syllabus
page 2
Special Topics in Marketing
Prof. Dr. Boris Lezhava
Key books:
Paul Farris, Neil Bendle, Philip Pfeifer and David Reibstein (2011): “Marketing
Metrics”, Prentice Hall, 4th Edition –
Thomas Nagle, John Hogan and Joseph Zale (2011): “The Strategy and
Tactics of Pricing”, Pearson, 4th Edition
Additional literature:
The list of additional materials will be provided during the sessions.
G) Contact details
Prof. Dr. Boris Lezhava
E-Mail: blezhava@cu.edu.ge
Syllabus
page 3