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15.840 | Spring 2004 | Graduate

# Special Seminar in Marketing: Marketing Management

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

##### Instructors

- Prof. Dan Ariely
- Prof. Michael Norton

##### Departments

- Sloan School of Management

##### As Taught In

Spring 2004

##### Level

Graduate

##### Topics

- Business
  - Marketing

##### Learning Resource Types

notes Lecture Notes

Browse Resources

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