Southwest Airlines Marketing Strategy - Download as Excel

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					Marketing 710: Marketing Strategy . Fall 2005 . Timothy C. Johnston, Ph. D. (710FA05datestuesday)
Note: Schedule may be revised as needed. BlackBoard Helpdesk (731) 881-7900.


Tuesday     meets 6:00 - 9:25 pm CST
Aug.    30 Intro to Marketing Strategy             (introv)
           Review Syllabus                                           http://www.utm.edu/~johnston/webpage.htm
           Text Discussion                                           Ch. 1 (Marketing in the 21st Century)
           Text Practice Questions                 All               do Ch1 in class
           Assign presentation dates


Sept.   6 Consumer backlash: retailing             (swv)
           Text Practice Questions                 All               Ch1, Ch3 due 5:50 pm CST on BlackBoard
           Text Discussion                                           Ch. 3 (Customer Satisfaction)
           "Wal-Mart: Good neighbor or good riddance?" handout       (also read Wal-Mart case in "Mistakes" Ch. 21 )
           "Store Wars" role Keith Morris
           "Store Wars" role Mary Leffler
           "Store Wars" role Tom Herbert
           "Store Wars" role Al Norman
           "Store Wars" role Jay Weinberg
           "Store Wars" role Sharon McKinley


Sept. 13 Mistakes: Understanding Markets
           Text Practice Questions                 All               Ch5 due 5:50 pm CST on BlackBoard
           Text Discussion                                           Ch. 5 (Understanding Markets)
           Homepage assignment                     All               Due 5:50 pm CST on BlackBoard discussion board
           Case: McDonalds                         All read          (mv)
        1 DebateA/Intro                                              "McD cannot grow w/o drastic changes (diversify)"
        2 DebateB/Update                                             "McD can grow w/o drastic changes"
           Case: Maytag                            All read
        3 DebateA/Intro                                              "Repudiate the Hoover UK offer."
        4 DebateB/Update                                             "Meet the UK promise at all costs."


Sept. 20 Consumer Markets & Promotion
           Text Practice Questions                 All               Ch6 & Ch16 due 5:50 pm CST on BlackBoard
           Text Discussion                                           Ch. 6 (Consumer Markets & Buyer Behavior)
           Case: Disney                            All read          (edv)
        5 DebateA/Intro                                              "Invest in attractions now"
        6 DebateB/Update                                             "Cut costs and wait to invest in attractions"
           Case: Vanguard                          All read
        7 DebateA/Intro                                              "Keep no-advertising policy."
        8 DebateB/Update                                             "Start advertising."
Marketing 710: Marketing Strategy . Fall 2005 . Timothy C. Johnston, Ph. D. (710FA05datestuesday)
Sept. 27 Mistakes: Business Markets
          Text Practice Questions                  All               Ch7 due 5:50 pm CST on BlackBoard
          Text Discussion                                            Ch. 7 (Business Markets & Buyer Behavior)
          Case: Airbus vs Boeing                   All read
       9 DebateA/Intro                                               "The A3XX superjumbo is a good investment for Airbus"
       10 DebateB/Update                                             "The A3XX superjumbo investment is too risky for Airbus"
          Case: ADM                                All read
       11 DebateA/Intro                                              "Seek relationships with politicians"
       12 DebateB/Update                                             "Avoid direct relationships with politicians"


Oct.   4 Exam 1                                    All               Ch. 1,3,5,6,7,16 plus cases
          Consumer backlash: Marketing             (nologo)


Oct.   11 No class meeting


Oct.   18 Fall Break Holiday; no class


Oct.   25 Competition
          Text Practice Questions                  All               Ch8 due 5:50 pm CST on BlackBoard
          Text Discussion                                            Ch. 8 (Dealing with Competition)
          Case: Cola Wars                          All read
       13 DebateA/Intro                                              "Pepsi: diversify into non-beverage products."
       14 DebateB/Update                                             "Pepsi should focus on soft drinks."
          Case: Snapple                            All read          (sv)
       15 DebateA/Intro                                              "Consolidate Snapple operations with Gatorade"
       16 DebateB/Update                                             "Keep Snapple operations independent of G"


Nov.   1 Success: Target Marketing
          Text Practice Questions                  All               Ch9 due 5:50 pm CST on BlackBoard
          Text Discussion                                            Ch. 9 (Segmentation & Target Markets)
          Case: Harley Davidson                    All read          (hdv)
       17 DebateA/Intro                                              "Gear up production rapidly to meet demand"
       18 DebateB/Update                                             "Gear up production slowly to meet demand"
          Case: MetLife                            All read
       19 DebateA/Intro                                              "Defend, downplay misdeeds to public"
       20 DebateB/Update                                             "Admit, apologize for misdeeds to public"


Nov.   8 Product
          Text Practice Questions                  All               Ch10 due 5:50 pm CST on BlackBoard
          Text Discussion                                            Ch. 10 (Product development & Life Cycle)
          Marketing success
Marketing 710: Marketing Strategy . Fall 2005 . Timothy C. Johnston, Ph. D. (710FA05datestuesday)
          Case: Sneaker Wars                       All read          (nv)
       21 DebateA/Intro                                              "Hire only famous endorsers (conservative)"
       22 DebateB/Update                                             "Hire 'future famous' endorsers (aggressive)"
          Case: Perrier                            All read
       23 DebateA/Intro                                              "Product safety problems need massive recall"
       24 DebateB/Update                                             "Product safety problems may need modest recall"


Nov.   15 Branding
          Text Practice Questions                  All               Ch11 due 5:50 pm CST on BlackBoard
          Text Discussion                                            Ch. 11 (Product and Brand Strategy)
          Case: Firestone                          All read
       25 DebateA/Intro                                              "Drop Firestone brand name"
       26 DebateB/Update                                             "Keep Firestone brand name"
          Case: Borden                             All read
       27 DebateA/Intro                                              "Growth by acquisitions is better"
       28 DebateB/Update                                             "Internal growth is better"


Nov.   22 Pricing
          Text Practice Questions                  All               Ch13 due 5:50 pm CST on BlackBoard
          Text Discussion                                            Ch. 13 (Pricing Strategy)
          Case: SouthWest Airlines                 All read
       29 DebateA/Intro                                              "Add longer, no-frills flights."
       30 DebateB/Update                                             "Stick with short flights."
          Case: Continental Airlines               All read
       31 DebateA/Intro                                              Airlines can be unique enough to charge premium prices.
       32 DebateB/Update                                             Airlines cannot be unique enough to charge premium prices.


Nov.   29 Channels
          Text Practice Questions                  All               Ch14 & Ch15 due 5:50 pm CST on BlackBoard
          Text Discussion                                            Ch. 14 (Marketing Channels)
          Case: Rubbermaid                         All read
       33 DebateA/Intro                                              Airlines can be unique enough to charge premium prices.
       34 DebateB/Update                                             Airlines cannot be unique enough to charge premium prices.
          Case: PC Wars                            All read
       35 DebateA/Intro                                              Airlines can be unique enough to charge premium prices.
       36 DebateB/Update                                             Airlines cannot be unique enough to charge premium prices.


Dec.   6 Exam #2                                   All               Ch. 8,9,10,11,13,14,15 plus cases
          Advice assignment due                    All               Due 5:50 pm CST in BlackBoard digital dropbox

				
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