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.
|“Federal Express Then and Now.” MIT Sloan School of Management.|
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.|
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.|
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.|
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.|
Case: BMW Films
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.
|Sultan, Fareena. “Zenith: Marketing Research for High Definition Television (HDTV).” Boston, MA: Harvard Business School, 1991. Case No. 9-591-025.|
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.|
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.
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.
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.
Cases: Levi’s, and Black and Decker
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|