15.834 营销战略学 (Marketing Strategy)

MIT Course 15 · Marketing · 市场营销 · 课号 15.834

TL;DR

• 将营销职能提升至企业公司层战略高度，建立以客户终身价值（CLV）为核心的战略飞轮。
• 防御性营销战略对战进攻性市场掠夺，维持成熟期产品现金牛地位并开辟第二增长曲线。
• 品牌架构演进、跨品类延伸边界与全渠道消费者旅程接触点的统合协同管理。

课程简介 / Description

The course is aimed at helping students look at the entire marketing mix in light of the strategy of the firm. It is most helpful to students pursuing careers in which they need to look at the firm as a whole. Examples include consultants, investment analysts, entrepreneurs, and product managers.

讲义 / Lecture Notes

• 1
  • Introduction.
  • (PDF)
• 2
  • Coors
  • . Harvard Business School Case #9-388-014.
  • (PDF)
  • II. What is Finding Profit Opportunities Strategy?
• 3
  • Prelude
  • . Harvard Business School Case #9-373-052.
  • (PDF)
• 4
  • The Walt Disney Company: The Entertainment King
  • . Harvard Business School Case #9-701-035.
• 5
  • Nintendo & Sega
  • . Harvard Business School Cases #9-795-102 & 9-795-103.
  • (PDF)
• 6
  • Browser Wars
  • . Harvard Business School Case #9-798-094.
  • (PDF)
  • III. Creating Competitive Advantage
• 7
  • Wernerfelt, Birger. "An Efficiency Criterion for Marketing Design."
• 8
  • EMI and the CT-scanner (A)
  • . Harvard Business School Case #9-383-194.
  • (PDF)
• 9
  • Nutrasweet (A-G)
  • . Harvard Business School Cases #9-794-079,…,085 (B-G given out in class).
  • (PDF)
• 10
  • Flightsafety (A-B)
  • . Harvard Business School Cases #9-799-113 & 9-799-114 (B given out in class).
  • (PDF)
• 11
  • Wal-Mart Stores, Inc
  • . Harvard Business School Case #9-794-024.
  • (PDF)
• 12
  • Mid-term Exam.
• 13
  • Marks and Spencer
  • . Harvard Business School Cases #9-391-089 and 9-391-090.
  • (PDF)
  • IV. Challenging Competitive Advantage
• 14
  • Collis and Montgomery. "Resources and Rents."
• 15
  • Southwest Airlines (A)
  • . Harvard Business School Case #9-575-060.
  • (PDF1)
  • (PDF2)
• 16
  • Head Ski
  • . Harvard Business School Case #6-313-120.
  • (PDF1)
  • (PDF2)
• 17
  • Complaint Letters.
  • (PDF)
• 18
  • SAS (A)
  • . Harvard Business School Case #593-001-1.
  • (PDF)
• 19
  • Fox
  • . Harvard Business School Case #9-387-096.
  • (PDF)
• 20
  • E-trade
  • . Stanford Case #M-286.
  • (PDF)
  • V. Creating Corporate Advantage
• 21
  • Collis and Montgomery. "Creating Corporate Advantage."
  • Harvard Business Review
  • . #98303.
• 22
  • Costco Companies
  • . Harvard Business School Case #9-599-041.
  • (PDF)
• 23
  • Newell
  • . Harvard Business School Case #N9-799-139.
  • (PDF)
• 24
  • Final Lecture.
• 25
  • Final Exam / Paper Due.

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