Week |
Lecture
Topics
(under construction)
|
| 1 |
ROI
Thinking: a Paradigm Shift?
|
|
Lesson
1: Measuring ROI: the Science of Marketing |
|
Lesson
2: Accountability: People, Actions & Outcomes
|
| 2 |
Targeting
the Niche: Strategic Micromarketing
|
|
Lesson
1: Identifying the Target |
|
Lesson
2: Cultivating the Target
|
| 3 |
Harnessing
Brand Power: Enhancing the Image
|
|
Lesson
1: Brand Equity - an Untapped Asset? |
|
Lesson
2: Identity & Positioning Tools
|
| 4 |
Leveraging
PR & Communication Opportunities
|
|
Lesson
1: Enhancing the "Halo" Effect |
|
Lesson
2: Quantifying organizational impact
|
| 5 |
High Technology: The Internet as a Marketing Tool?
|
|
Lesson
1: Web presence with a maximum impact |
|
Lesson
2: VC & Creative Finance Opportunities |