Agenda
       Overview 
        Course Overview
        Marketing Strategy Overview
       First Principles of Marketing Strategy
        MP#1: All Customers Differ  Managing Customer Heterogeneity
        MP#2: All Customers Change  Managing Customer Dynamics
        MP#3: All Competitors React Managing Sustainable Competitive Advantage
        MP#4: All Resources Are Limited  Managing Resource Trade-Offs
       Integrating the Four First Principles of Marketing Strategy
       Markstrat
       Takeaways
   © Palmatier                                                                     2
   Course Focus: Strategically Analyzing and 
   Solving 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 
          First Principles: The foundational concepts or assumptions on which a 
                theory, system, or method is based (Oxford Dictionaries )
                theory, system, or method is based (Oxford Dictionaries )
   © Palmatier                                                                    3
      Course Materials
     Course Pack (Canvas)
         Syllabus
         Assignment due dates and descriptions
         Help session dates
         Readings (assigned/optional) and assignments
         Class slides
         Everything is organized by module
     Markstrat and Marketing Engineering Software
     Book: Robert W. Palmatier and Shrihari Sridhar, Marketing Strategy: 
       Based on First Principles and Data Analytics, (Palgrave McMillian, 2017)
   © Palmatier                                                                     4
    Course Content and Deliverables
       Lectures and discussion (individual: participation 20%)
         Problem-specific frameworks and processes
         Research methods and analysis techniques
         In class exercises
         Examples from your experience (helpful to class)
       3 Marketing Engineering assignments (individual: 30%)
       MarkStrat competitive simulation (20%)
       Marketing project 
         5-page written plan (10%)
         Presentation (10%)
       Team-based final exam (10% and prizes)
   © Palmatier                                                                    5
      Agenda
       Overview 
        Course Overview
        Marketing Strategy Overview
       First Principles of Marketing Strategy
        MP#1: All Customers Differ  Managing Customer Heterogeneity
        MP#2: All Customers Change  Managing Customer Dynamics
        MP #3: All Competitors React Managing Sustainable Competitive Advantage
        MP#4: All Resources Are Limited  Managing Resource Trade-Offs
       Integrating the Four First Principles of Marketing Strategy
       Markstrat
       Takeaways
   © Palmatier                                                                     6