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 |
