Readings

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.

SES # TOPICS READINGS
1

Case: FedEx

Introduction

“Federal Express Then and Now.” MIT Sloan School of Management.
2

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.
3

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.
4

Case: Coke

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.
5

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.
6

Case: BMW Films

Theory: Advertising

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.

7 Midterm Exam  
8

Case: Zenith

Theory: Diffusion

Sultan, Fareena. “Zenith: Marketing Research for High Definition Television (HDTV).” Boston, MA: Harvard Business School, 1991. Case No. 9-591-025.
9

Case: Humminbird

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.
10

Case: Yoplait

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.

11

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.

12

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.

13

Cases: Levi’s, and Black and Decker

Theory: Branding

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  
15 Final Exam  

Course Info

Learning Resource Types

notes Lecture Notes