Programme Details

Programme Dates:	17 – 21 August 2009 (US time)
Places available:	50
Programme Location:	Haas School of Business, University of California, Berkeley 2220 Piedmont Ave., S0460 Berkeley, CA 94720 – 1990 http://www.haas.berkeley.edu/haas/maps.html
Dress Code:	Smart casual for the classes and business attire for visits and dinner/reception arranged by Haas School of Business.

Programme Schedule (tentative and subject to changes)
All registered participants will be provided with a link by UC Berkeley to access course materials available online in June and July. It is anticipated that there will be pre-readings and possibly several case studies for the modules.

Time	Monday August 17	Tuesday August 18	Wednesday August 19	Thursday August 20	Friday August 21
7:30am	Bus Transfer Woodfin to Haas	Bus Transfer Woodfin to Haas	Bus Transfer Woodfin to Haas	Bus Transfer Woodfin to Haas	Bus Transfer Woodfin to Haas
8:00am	Breakfast	Breakfast	Breakfast	Breakfast	Breakfast
8:30am	Innovation Andrew Isaacs	Customer Value Analysis Teck Ho	A Framework for Marketing Strategy Rashi Glazer	Economic Value to Customers Teck Ho	Marketing Mix Distribution Decisions Rashi Glazer
10:00am	Break	Corporate Visits Depart Berkeley 10:00am Visit to Intel or Google 11:00am – 1:15pm Visit to Cisco 2:00pm – 4:00pm Return to Berkeley 4:00pm Arrive in Berkeley 6:00pm	Break	Break	Break
10:30am	Innovation Andrew Isaacs		Competitor Analysis Rashi Glazer	How Do Costs Affect Prices? Teck Ho	Marketing Mix Communication Decisions Rashi Glazer
12:00pm	Lunch Leader as Communicator Exercise Arina Isaacson Wells Fargo Room		Lunch The Faculty Club	Lunch Buffet (in the classroom)	Lunch Women’s Faculty Club
1:30pm	Negotiations Laura Kray		The Value Proposition Rashi Glazer	Price War Simulation* Teck Ho	Winning in Smart Markets I Rashi Glazer
3:00pm	Break		Break	Break	Break
3:30pm	Negotiations Laura Kray		Case Study EMI Rashi Glazer	How to Fight a Price War Teck Ho	Winning in Smart Markets II Rashi Glazer
5:00pm	Adjourn and Return to Woodfin Hotel		Dinner at Unicorn 5:30pm – 7:30pm	Adjourn and Return to Woodfin Hotel	Graduation Dinner 5:15pm – 7:30pm
5:00pm	Adjourn and Return to Woodfin Hotel		Adjourn and Return to Woodfin Hotel	Adjourn and Return to Woodfin Hotel	Adjourn and Return to Woodfin Hotel

Notes:	(1)	No unauthorized video or audio taping of sessions will be allowed.
	(2)	Bus transfer will be arranged if there are at least 20 participants staying in Woodfin Hotel.
	(3)	Continental breakfast will be served from 8:00 am to 8:30 am every morning in the classroom.