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

Learning Resource Types

assignment Written Assignments