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WINTER TERM 2025 • MARKETING PLANNING • FSH MKT 4000 • 25 CLASS SECTION

Alison M. Wolfe MBA, MS, PhD, Associate Professor

Course Outline

Version #1, 01.07.2025

READERS ARE READING:
LEADERS! Textbook:
Sorger (2012), Chapter 4, Market Segments
Sorger (2012), Chapter 5, Competitive Landscape

Book Club:
Bendle (2021), Marketing Metrics
McDonald (2024), Marketing Plans

Week 5 TUESDAY, February 4, 2025 (2.4)
Active learning in action: interactive discussion on the reading

MARKET Ø REVIEW + METRIC & BOOK
SEGMENTS $ + 2 ? 05, Facilitator: MATUS
ð Book Club 1 of 2: McDonald (2024), Chapter 3/4: p. 116 – 120, 136-152
ð Book Club 2 of 2: Bendle (2021), Chapter 4. Select and review two metrics

COMPETITIVE THURSDAY, February 6, 2025 (2.6)
LANDSCAPE Active learning in action: interactive discussion on the reading

& Ø REVIEW + METRIC & BOOK
$ + 2 ? 06, Facilitator: LEE
ð Book Club 1 of 2: McDonald (2024), Chapter 3/4: 153 - 173
METRICS ð Book Club 2 of 2: Bendle (2021), Chapter 5. Select and review two metrics

CASE PREPARATION

AMW v WINTER TERM II 2025
v Page 38 of 92 v 01.07.2025