Marketing Department

Educational Materials

Thanks to all of you who have written to me about permission for using the  educational materials. I take this opportunity to offer permission for everyone to reproduce and use these materials. If you also provide a credit line, that would be appreciated. In addition, I look forward to hearing from any of you who might be so kind as to mention that you are using materials, to offer suggestions on how the materials might be improved or to suggest new materials.

Select one of these topics to view the materials available on this page:

• Skills and Techniques for Marketing
  • General Techniques
  • Research Techniques
  • Management Reports
  • Gaining Acceptance for Change
  • Advertising
  • Pricing Policy
  • Product Policy
  • Consulting
  • Group Process
  • Learning Assessment
  • Gaining Feedback

• Marketing Planning (PDF)
• Planning Process Checklist (PDF)
• Systems Approach (PDF)
• Don't Do SWOT (PDF)

• Focus Groups (PDF)
• Non-Directive Interviewing (PDF)
• Surveys: General (PDF)
• Web-based Surveys
• Conjoint Analysis: Here are three on-line conjoint demonstration sites. To find out more about conjoint, go to Torsten Melles' on-line bibliography.

• Conjoint Online. Design own study, see results, and store them at their site for quick editing.
• Tom Novak's conjoint demo. Design movie theater using rank orders of full profiles, then see results.
• Dobney.com. See part-worth change with each judgment in Pizza-preference demo.

• Checklist for Writing Management Reports (PDF)
• Checklist for Making Oral Presentations (PDF)

• How to Gain Acceptance for Change (PDF)
• Scenarios (PDF)

• Advertising Principles (web site)

• Skill Rating Sheet (PDF version) (Excel version)
• Mastery Chart for Pricing (Microsoft Excel)
• Techniques and Concepts for Pricing (PDF)

• Syllabus - MKTG 221: New Product Management
• Skill Rating Sheet (PDF version) (Excel version)
• Applications Chart for New Product Development (Word or PDF format)
• Mastery Chart for New Products (Microsoft Excel)
• Techniques and Concepts for New Products
• New Product Proposal Outline
• U. of Pennsylvania Library Guide for Information Sources on Product Policy
• Sample Projects:
     Venture Proposal Evaluation: Oreo Handi-Snacks
• Learning Reports:
     Sample 1
     Sample 2
• How to Make Sales Forecasts
• Data sources for new product development
• Suggestions for Naming Products or Companies (PDF)
  • For more on naming, see the free WordLab website
• Experiential Exercises:
  • The Velikovsky Affair (PDF) - A case designed to show the value of the systems approach
  • The M-Car Case (PDF)
  • Panalba Case (PDF) - an in-class exercise that requires no preparation
    • Overheads for class discussion (PowerPoint version - PDF version)
    • Note: The role-playing case leads to much emotion. A softer version can be provided by using the Panalba Prediction Case - the overheads can be adapted for the Prediction Case (Word version; PDF version)
  • Portfolio Planning Exercise - an in-class exercise that requires no preparation
    • Control Version (PDF)
    • BCG Version (PDF)
    • Portfolio Planning Presentation (PDF)
      (also available in PowerPoint format)

• Techniques and Concepts for Marketing Consulting
• Proposal Outline (PDF)

• Brainstorming (PDF)
• Consensus (PDF)
• Delphi
• Group Functioning Questionnaire (PDF)
• Group Process Checklist (PDF)
• Guidelines for Problem-Solving Meetings (PDF)
• Time Lines (PDF)

• Guidelines on Keeping a Learning Diary (PDF)
• The Ownership Survey (PDF)
• Survey on Learning (PDF) - A survey to help you understand how you learn. Use it to improve your effectiveness as a learner.

• Peer Ratings (PDF)
• Evaluation Form to be Used by the Client (PDF)