Lecture Notes

The course is organized so that each class revolves around a case discussion and a theory discussion. Copies of the slides for the theory discussions are available in the table below. Full citations for the case studies can be found on the readings page.

In addition to participating actively during class, students should e-mail the instructors before the case discussion each week to point out three of the case’s major concepts.

SES # TOPICS
1

Case: FedEx

Introduction ( PDF)

2

Case: Calyx and Corolla

Theory: Customer Life Time Value ( PDF)

3

Case: Population Services

Theory: Decision Making ( PDF)

4

Case: Coke

Theory: Pricing I ( PDF)

5

Case: Rohm and Haas

Theory: Pricing II ( PDF)

The Psychology of Pricing ( PDF)

6

Case: BMW Films

Theory: Advertising ( PDF)

7 Midterm Exam
8

Case: Zenith

Theory: Diffusion

9

Case: Humminbird

Theory: Product Development ( PDF)

10

Case: Yoplait

Theory: Research Methods ( PDF)

11

Cases: Xerox and Intuit

Theory: Customer Satisfaction ( PDF)

12

Cases: Barco and Swatch

Theory: Product Life Cycle ( PDF)

13

Cases: Levi’s, and Black and Decker

Theory: Branding ( PDF)

14 Presentations and Simulation
15 Final Exam

Course Info

Learning Resource Types

notes Lecture Notes