Readings

SES # TOPICS READINGS
1 The Marketing Framework: 4 P’s and 5 C’s Teixeira, Thales S. “ Digital Marketing Strategy, Course Overview Note .” Harvard Business Review Case. Harvard Business School Publishing. Case: 9‐578‐061, December 17, 2013.
Note on Strategic Positioning (PDF)
2 Snapple (4 P’s, Entrepreneurs vs. Corporate) John, Deighton. “ Snapple .” Harvard Business Review Case. Harvard Business School Publishing. Case: 9‐599‐126, June 04, 1999.
3 Marketing Analytics Ofek, Elie. “ Customer Profitability and Lifetime Value .” Harvard Business Review Case. Harvard Business School Publishing. Case: 9‐503‐019, August 07, 2002.
4 In‐class Project Meetings: Topic and Customer Identification. No readings.
5 BBVA Compass: Marketing Resource Allocation (Analytics) Gupta, Sunil, and Joseph Davies-Gavin. “ BBVA Compass: Marketing Resource Allocation .” Harvard Business Review Case. Harvard Business School Publishing. Case: 9‐511‐096, January 27, 2011.
6 Consumer Psychology: Framing and Schema Note on Consumer Behavior (PDF)
7 Brita Products Company (Positioning, Disruptive New Product) Deighton, John. “ Brita Products Company .” Harvard Business Review Case. Harvard Business School Publishing. Case: 9‐500‐024, August 30, 1999.
8 Special guest: Richard Choi, Dir., Chevrolet Global Brand Strategy No readings.
9 Project Groups Meet on their Own to Finalize Topics. No readings.
10 Product: Design and Voice of the Customer

Note on the Voice of the Customer (PDF)

Keinan, Anat, and Jill Avery. “ Understanding Brands, Module Note .” Harvard Business Review Case. Harvard Business School Publishing. Case: 9‐509‐041, November 26, 2008.

11 Pricing: Concepts and Analytics (Including Conjoint Analysis)

Dolan, Robert J, and John T. Gourville. “ Principles of Pricing .” Harvard Business Review Case. Harvard Business School Publishing. Case: 9‐506‐021, September 22, 2005.

Note on Conjoint Analysis (PDF)

12 Aqualisa Quartz: Simply a Better Shower (Product, Place) Moon, Youngme, and Kerry Herman. “ Aqualisa Quartz: Simply a Better Shower .” Harvard Business Review Case. Harvard Business School Publishing. Case: 9‐502‐030, January 16, 2002.
13 The New York Times Paywall (Pricing) Kumar, Vineet, Bharat N. Anand, et al. “ The New York Times Paywall .” Harvard Business Review Case. Harvard Business School Publishing. Case: 9‐512‐077, February 22, 2012.
14 Promotion: Communications to and from Customers

Farris, Paul W., and Tania de la Pena Calderon. “ Conceptual Models of How Advertising Works to Persuade Individuals .” Harvard Business Review Case. Harvard Business School Publishing. Case: UV2935, December 08, 2003.

Gupta, Sunil, Kristen Armstrong, et al. “ Social Media .” Harvard Business Review Case. Harvard Business School Publishing. Case: 9‐510‐095, March 04, 2010.

15 Special Guest: Sahver Binici, founder, Olivita Artisan No readings.
16 Swatch (Advertising, Framing, Integration, 4 P’s) Moon, Youngme. “ The Birth of the Swatch .” Harvard Business Review Case. Harvard Business School Publishing. Case: 9‐504‐096, June 08, 2004.
17 In‐class Project Meetings: Report on VOC and Finalize Projects. No readings.
18 Aravind Eye Hospital, Madurai, India (Place and Integration) Rangan, V. Kasturi. “ Aravind Eye Hospital, Madurai, India: In Service of Sight .” Harvard Business Review Case. Harvard Business School Publishing. Case: 9‐593‐098, April 01, 1993.
19 Dove: Brand Evolution (Societal Issues, Social Media) Deighton, John. “ Dove: Evolution of a Brand .” Harvard Business Review Case. Harvard Business School Publishing. Case: 9‐508‐047, October 10, 2007.
20 Synthesis No readings.

Eligible for case write‐up. One write‐up in H1; one write‐up in H2.

Course Info

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assignment Written Assignments