The course draws upon a Reading Packet containing cases, required readings, and background readings, as shown in the table below. There is no required textbook for this course. For a basic textbook on marketing, including marketing terms, examples, and a general taxonomy of issues, the instructors recommend: Armstrong, Gary, and Philip Kotler. Marketing: An Introduction. 6th ed. Paramus, NJ: Prentice-Hall, 2002. ISBN: 0130351334.
| SES # | TOPICS | READINGS |
|---|---|---|
| 1 |
Case: FedEx Introduction | "Federal Express Then and Now." MIT Sloan School of Management. |
| 2 |
Case: Calyx and Corolla Theory: Customer Life Time Value | Salmon, Walter J., and David Wylie. "Calyx and Corolla." Boston, MA: Harvard Business School, 1995. Case No. 9-592-035. |
| 3 |
Case: Population Services Theory: Decision Making | Rangan, V. Kasturi. "Population Services International: The Social Marketing Project in Bangladesh." Boston, MA: Harvard Business School, 1993. Case No. 9-586-013. |
| 4 |
Case: Coke Theory: Pricing I | King, Charles, and Das Narayandas. "Coca-Cola's New Vending Machine: Pricing to Capture Value, or Not?" Boston, MA: Harvard Business School, 2000. Case No. 9-500-068. |
| 5 |
Case: Rohm and Haas Theory: Pricing II | Rangan, V. Kasturi, and Susan Lasley. "Rohm and Haas: New Product Marketing Strategy." Boston, MA: Harvard Business School, 1993. Case No. 9-587-055. |
| 6 |
Case: BMW Films Theory: Advertising |
Moon, Youngme, and Kerry Herman. "BMWFilms." Boston, MA: Harvard Business School, 2002. Case No. 9-502-046. Television advertisements from: Monster.com and ZaZoo condoms. |
| 7 | Midterm Exam | |
| 8 |
Case: Zenith Theory: Diffusion | Sultan, Fareena. "Zenith: Marketing Research for High Definition Television (HDTV)." Boston, MA: Harvard Business School, 1991. Case No. 9-591-025. |
| 9 |
Case: Humminbird Theory: Product Development | Menezes, Melvyn A. J., and Eric Beinhocker. "Techsonic Industries, Inc.: Humminbird - New Products." Boston, MA: Harvard Business School, 1990. Case No. 9-591-007. |
| 10 |
Case: Yoplait Theory: Research Methods |
Quelch, John A., and John L. Teopaco. "General Mills, Inc.: Yoplait Custard-Style Yogurt." Boston, MA: Harvard Business School, 1995. Case No. 9-586-087. Norton, Michael I., Joan Morris DiMicco, Ron Caneel, and Dan Ariely. "AntiGroupWare: Simple Systems for Improving (and Eliminating) Meetings." MIT Media Lab. |
| 11 |
Cases: Xerox and Intuit Theory: Customer Satisfaction |
Menezes, Melvyn A. J., and Jon D. Serbin. "Xerox Corp.: The Customer Satisfaction Program." Boston, MA: Harvard Business School, 1993. Case No. 9-591-055. Case, John. "Customer Service: The Last Word." Inc. Magazine, April 1991. Available at the Web site of Inc. Magazine. |
| 12 |
Cases: Barco and Swatch Theory: Product Life Cycle |
Moriarty Jr., Rowland T., and Krista McQuade. "Barco Projection Systems: Worldwide Niche Marketing." Boston, MA: Harvard Business School, 2002. Case No. 9-591-133. Tushman, Michael L., and Daniel B. Radov. "Rebirth of the Swiss Watch Industry — 1980-92." Boston, MA: Harvard Business School, 2000. Case No. 9-400-087. |
| 13 |
Cases: Levi's, and Black and Decker Theory: Branding |
Video about Levi Strauss. Dolan, Robert J. "The Black and Decker Corporation: Power Tools Division." Boston, MA: Harvard Business School, 2001. Case No. 9-595-057. |
| 14 | Presentations and Simulation | |
| 15 | Final Exam |