| 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. |
| 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.