The marketing function is an essential part of almost every large business enterprise. To be effective, senior business managers and leaders must understand how marketing activities are connected to overall organizational performance, and any professional who works within the marketing function must master that discipline’s key concepts, analytic tools and processes. This course provides students with an introduction to the central elements of marketing management. In particular, we will consider 1) the basic concepts of marketing; 2) the role of the marketing function within the overall business enterprise; 3) the various activities necessary for effective marketing planning (including an analysis of cross-cultural and environmental factors that impact international operations); and 4) key issues of strategy, implementation and marketing management relevant to a firm’s long-term success. The primary objective of the course is to provide students who are interested in business with the introductory knowledge and skills that they will need to move into professional roles, whether in the marketing function or another discipline. At the same time, the course aims to improve the overall critical thinking and communication skills that students will need in order to succeed in any organization or field. (3 credits)
Attendance policy:
Attendance is mandatory for all IES classes, including field studies. Any exams, tests, presentations, or other work missed due to student absences can only be rescheduled in cases of documented medical or family emergencies. If a student misses more than three classes in any course, half a letter grade will be deducted from the final grade for every additional absence. Seven absences in any course will result in a failing grade.
Learning outcomes:
By the end of the course students will be able to:
· Recognize and understand the environmental variables that influence marketing activities
· Define and explain the strategies and tactics that can lead to successful marketing given those environmental constraints
· Utilize analytic tools and frameworks that managers use to conceive and execute marketing research and strategy
· Understand how managers perform the functional tasks that constitute marketing such as collecting marketing intelligence and manipulating “mix” elements
· Analyze a real-world case study involving complicated marketing issues and provide recommendations in both written form and in the form of a group presentation.
Method of presentation:
Lecture, class discussion, case study analysis, individual and group exercises, videos, field study.
Field study:
Bacardi Headquarters in Spain
Required work and form of assessment:
Individual oral presentation (10%); class participation (20%); group case analysis (20%); midterm exam (25%); final exam (25%)
A significant amount of class time will involve discussion of case studies and current periodicals, as well as individual and group exercises that introduce and reinforce key topics. Therefore, students’ participation in class is essential and it will be assessed. Students are expected to have an active role in the class, participating in class discussions and fulfilling the required work for each session. In order to successfully meet this requirement, students should be prepared to devote significant time outside of class for reading and critical thinking. This course is fully integrated with Moodle, the IES online learning platform. Students will be required to actively access and interact with resources on this platform.
The mid-term exam will be taken in-class and may consist of questions in multiple choice, short answer or short essay format. The group presentation will require teams to work outside of class to analyse a real-world case that involves tough marketing issues. The group will then present its analysis and recommendations to the class and answer questions. During the course of the semester, each student will also give an individual oral case presentation of approximately 5-10 minutes. This presentation will require outside research. The student must find an example of a marketing challenge faced by a company (or group of companies), and then explain how the challenge is directly linked to a topic that we have learned about in class. The final exam will be a take-home exam that requires students to analyse a case and formulate a recommendation in written form. Students will be given additional information regarding the requirements of each assignment after the course has started.
content:
1 Course Overview & Basics of Marketing
2 Basics of Marketing; The Marketing Function in a Business Organization; The Strategic Marketing Plan
Core Concepts of Marketing (class hand-out on Moodle)
Kotler, Philip and Kevin Keller (2011). “Marketing Excellence: Nike,” in Marketing Management, 14th Edition. New York: Prentice Hall (2011), pp. 51-52.
Dolan, Robert J. (2007) "Note on Marketing Strategy." Harvard Business Review. Harvard Business School Publishing, October 29, 2007.
3 The Marketing Environment: The Cultural Environment and International Marketing
Loyalka, Michelle Dammon (2006). “How to Get Ahead in China,” Bloomberg Businessweek, January 6, 2006. Available online: http://www.businessweek.com/smallbiz/content/jan2006/sb20060105_958312.htm
Hofstede’s Dimensions of Culture (class hand-out on Moodle)
Mellor, William (2011), “McDonald’s No Match for KFC in China as Colonel Rules Fast Food,” Bloomberg, January 26, 2011. Available online: http://www.bloomberg.com/news/2011-01-26/mcdonald-s-no-match-for-kfc-in-china-where-colonel-sanders-rules-fast-food.html
Cateora, Philip R., John L. Graham and Prashant Salwan (2008). “Case Study 2-1: The Not-so-Wonderful World of EuroDisney—Things Are Better Now at Paris Disneyland,” in International Marketing, 13th Edition. New York: McGraw-Hill (2008), pp. 727-731.
5 Ethics in Marketing
Orr, Deborah (2006). “Slave Chocolate?” Forbes.com, April 24, 2006. Available here: http://www.forbes.com/forbes/2006/0424/096_print.html
Shepherd, Carol. (2011). “The Influence of Sex in Advertising,” Perspectives, Volume 14 (Fall 2011). Available here: http://aabss.org/Perspectives2011/CarolShepherdTheInfluenceofSexinAdvertising.pdf
Valentine, Sean R. and Terri L. Rittenburg (2004). "Spanish and American Business Professionals' Ethical Evaluations in Global Situations," Journal of Business Ethics, Vol. 51, 1-14.
6 Consumer Behavior
Kotler, Philip and Kevin Keller (2011). Marketing Management, 14th Edition. New York: Prentice Hall (2011), pp. 173-188.
Brat, Ilan (2010). “The Emotional Quotient of Soup Shopping,” The Wall Street Journal, February 17, 2010.
7 Consumer Behavior, contd.
Kotler, Philip and Kevin Keller (2011). Marketing Management, 14th Edition. New York: Prentice Hall (2011), pp. 187-199.
“Sex and advertising: retail therapy” (2011), The Economist, December 17, 2011. Available online: http://www.economist.com/node/21541706
9 Situation Analysis
McKay, Zoe (2012). “John Deere in Spain – It’s Not Just About Tractors,” Forbes.com, February 22, 2012. Available online: http://www.forbes.com/sites/insead/2012/02/22/john-deere-in-spain-its-not-just-about-tractors/
Vrontis, D. and Pavlov, P. (2008) “The external environment and its effect on strategic marketing planning: a case study for McDonald’s,” Journal for International Business and Entrepreneurship Development, Vol. 3, Nos. 3/4, pp. 289-302.
“Marketing & Competitive Intelligence FAQ: SWOT & PEST Analysis,” AWARE Online (updated 2011). Available online: http://www.marketing-intelligence.co.uk/help/Q%26A/question24.htm
10 Segmentation, Targeting and Positioning, contd.
Kotler, Philip and Kevin Keller (2011). Marketing Management, 14th Edition. New York: Prentice Hall (2011), pp. 235-258.
Edgecliffe-Johnson, Andrew (2010). “Marketing: Not yet wrapped up,” Financial Times, September 7, 2010. Available online here: http://www.ft.com/intl/cms/s/0/8d6e6f38-bab1-11df-b73d-00144feab49a.html#axzz1nXdyvqMH
13 Brand Management
Keller, K.L., Brian Sternthal and Alice Tybout (2002). Three Questions You Need to Ask Your Brand. Harvard Business Review (September 2002).
Gallo, Carmine (2009). “How to Sell More Than a Product,” Bloomberg Businessweek, May 19, 2009.
Keller, K. L., and D.R. Lehmann (2003). "How Do Brands Create Value?" Marketing Management 12 (2003): 26-31.
14 Group Case Study Presentation: el Bulli
Case: el Bulli: The Taste of Innovation (2008). (HBS)
15 Midterm Exam
16 Pricing
Raju, Jagmohan and Z. John Zhang (2010). Smart Pricing: How Google, Priceline and Leading Business Use Pricing Innovation for Profitability. Upper Saddle River: Prentice Hall (2010), pp. 1-18.
Byron, Ellen (2011). “Colgate’s Margins to Test Its Pricing Strategy,” The Wall Street Journal, July 28, 2011. Online: http://online.wsj.com/article/SB10001424053111903635604576472522815059078.html
19 Group Case Study Presentation: Mango
Case: Mango: Popularizing Fashion (2009). (IESE)
20 Field Study: Bacardi Headquarters in Spain
We will visit with the CEO, head of marketing, and other members of the executive team at Bacardi Spain to better understand how marketing management issues get played out in their business. Issues to be addressed will include: 1) What are the target markets and positioning for some of Bacardi’s top labels in Spain? 2) What differences in the Spanish consumer market vis-à-vis other markets are relevant in the company’s marketing strategy? 3) How does Bacardi seek to differentiate itself in order to maintain a competitive advantage over rival firms? 4) Is social media an important part of Bacardi’s promotional efforts in Spain? Prior to our visit, students will be required to do preparatory work to learn about the company and compile questions.
22 Group Case Study Presentation: Lady Gaga Case: Lady Gaga (A) and (B) (2011). (HBS)
23 Group Case Study Presentation: NFL in UK Case: NFL in UK (2011). (HBS)
24 Wrap Up and Review
Mizik, Natalie, and Robert L. Jacobson (2007). "The Cost of Myopic Management." Harvard Business Review Magazine, July-August 2007.
Final Exam
Required readings:
Case Studies:
Elberse, and Michael Christensen (2011). Lady Gaga (A) and (B). Boston: Harvard Business School Publishing. Case Studies 9-512-016 and 9-512-017.
Norton, Michael, Julian Villanueva and Luc Wathieu (2008). elBulli: The Taste of Innovation. Boston: Harvard Business School Publishing. Case Study 9-509-015.
Ofek, Elie, David B. Godes and Peter Wickersham (2011) NFL in UK. Boston: Harvard Business School Publishing. Case Study 9-510-105.
Ricart, Joan Enric and Izabela Kordecka (2009). Mango: Popularizing Fashion. Barcelona: IESE Business School, University of Navarra. Case Study SM-1547-E.
Cateora, Philip R., John L. Graham and Prashant Salwan (2008). “Case Study 2-1: The Not-so-Wonderful World of EuroDisney—Things Are Better Now at Paris Disneyland,” in International Marketing, 13th Edition. New York: McGraw-Hill (2008), pp. 727-731.
Hofstede’s Dimensions of Culture (class hand-out on Moodle)
Iansiti, Marco, Thomas J. Kosnik, and Ellen Stein (1994). "Product Development: A Customer-Driven Approach." Harvard Business School Note. Harvard Business School Publishing. November 9, 1994.
Keller, K. L., and D.R. Lehmann (2003). "How Do Brands Create Value?" Marketing Management 12 (2003): 26-31.
Keller, K.L., Brian Sternthal and Alice Tybout (2002). Three Questions You Need to Ask Your Brand. Harvard Business Review (September 2002).
Kotler, Philip and Kevin Keller (2011). “Marketing Excellence: Nike,” in Marketing Management, 14th Edition. New York: Prentice Hall (2011), pp. 51-52.
Kotler, Philip and Kevin Keller (2011). Marketing Management, 14th Edition. New York: Prentice Hall (2011), pp. 173-188.
Kotler, Philip and Kevin Keller (2011). Marketing Management, 14th Edition. New York: Prentice Hall (2011), pp. 187-199.
Kotler, Philip and Kevin Keller (2011). Marketing Management, 14th Edition. New York: Prentice Hall (2011), pp. 235-258.
Kotler, Philip and Kevin Keller (2011). Marketing Management, 14th Edition. New York: Prentice Hall (2011), pp. 437-466.
Raju, Jagmohan and Z. John Zhang (2010). Smart Pricing: How Google, Priceline and Leading Business Use Pricing Innovation for Profitability. Upper Saddle River: Prentice Hall (2010), pp. 1-18.
Valentine, Sean R. and Terri L. Rittenburg (2004). "Spanish and American Business Professionals' Ethical Evaluations in Global Situations," Journal of Business Ethics, Vol. 51, 1-14.
Vrontis, D. and Pavlov, P. (2008) “The external environment and its effect on strategic marketing planning: a case study for McDonald’s,” Journal for International Business and Entrepreneurship Development, Vol. 3, Nos. 3/4, pp. 289-302.
Philip Kotler and Kevin Keller (2011). Marketing Management, Analysis, Planning, Implementation, 14th Edition. New York: Prentice Hall.
Chris Fill (2010).Marketing Communications: Interactivity, Community and Content, 5th Edition.
Brief Biography of Instructor:
Jay Moran is a succession planning expert, executive coach and professor of leadership. Moran was formerly at the CEO Leadership Institute at Yale and practiced corporate law with King & Spalding. Moran has a JD/MBA from Emory University and MPA from Harvard University. He has taught at IES for over three years.
Marketing Management
The marketing function is an essential part of almost every large business enterprise. To be effective, senior business managers and leaders must understand how marketing activities are connected to overall organizational performance, and any professional who works within the marketing function must master that discipline’s key concepts, analytic tools and processes. This course provides students with an introduction to the central elements of marketing management. In particular, we will consider 1) the basic concepts of marketing; 2) the role of the marketing function within the overall business enterprise; 3) the various activities necessary for effective marketing planning (including an analysis of cross-cultural and environmental factors that impact international operations); and 4) key issues of strategy, implementation and marketing management relevant to a firm’s long-term success. The primary objective of the course is to provide students who are interested in business with the introductory knowledge and skills that they will need to move into professional roles, whether in the marketing function or another discipline. At the same time, the course aims to improve the overall critical thinking and communication skills that students will need in order to succeed in any organization or field. (3 credits)
Attendance is mandatory for all IES classes, including field studies. Any exams, tests, presentations, or other work missed due to student absences can only be rescheduled in cases of documented medical or family emergencies. If a student misses more than three classes in any course, half a letter grade will be deducted from the final grade for every additional absence. Seven absences in any course will result in a failing grade.
By the end of the course students will be able to:
· Recognize and understand the environmental variables that influence marketing activities
· Define and explain the strategies and tactics that can lead to successful marketing given those environmental constraints
· Utilize analytic tools and frameworks that managers use to conceive and execute marketing research and strategy
· Understand how managers perform the functional tasks that constitute marketing such as collecting marketing intelligence and manipulating “mix” elements
· Analyze a real-world case study involving complicated marketing issues and provide recommendations in both written form and in the form of a group presentation.
Lecture, class discussion, case study analysis, individual and group exercises, videos, field study.
Bacardi Headquarters in Spain
Individual oral presentation (10%); class participation (20%); group case analysis (20%); midterm exam (25%); final exam (25%)
A significant amount of class time will involve discussion of case studies and current periodicals, as well as individual and group exercises that introduce and reinforce key topics. Therefore, students’ participation in class is essential and it will be assessed. Students are expected to have an active role in the class, participating in class discussions and fulfilling the required work for each session. In order to successfully meet this requirement, students should be prepared to devote significant time outside of class for reading and critical thinking. This course is fully integrated with Moodle, the IES online learning platform. Students will be required to actively access and interact with resources on this platform.
The mid-term exam will be taken in-class and may consist of questions in multiple choice, short answer or short essay format. The group presentation will require teams to work outside of class to analyse a real-world case that involves tough marketing issues. The group will then present its analysis and recommendations to the class and answer questions. During the course of the semester, each student will also give an individual oral case presentation of approximately 5-10 minutes. This presentation will require outside research. The student must find an example of a marketing challenge faced by a company (or group of companies), and then explain how the challenge is directly linked to a topic that we have learned about in class. The final exam will be a take-home exam that requires students to analyse a case and formulate a recommendation in written form. Students will be given additional information regarding the requirements of each assignment after the course has started.
1 Course Overview & Basics of Marketing
2 Basics of Marketing; The Marketing Function in a Business Organization; The Strategic Marketing Plan
Core Concepts of Marketing (class hand-out on Moodle)
Kotler, Philip and Kevin Keller (2011). “Marketing Excellence: Nike,” in Marketing Management, 14th Edition. New York: Prentice Hall (2011), pp. 51-52.
Dolan, Robert J. (2007) "Note on Marketing Strategy." Harvard Business Review. Harvard Business School Publishing, October 29, 2007.
3 The Marketing Environment: The Cultural Environment and International Marketing
Loyalka, Michelle Dammon (2006). “How to Get Ahead in China,” Bloomberg Businessweek, January 6, 2006. Available online: http://www.businessweek.com/smallbiz/content/jan2006/sb20060105_958312.htm
Hofstede’s Dimensions of Culture (class hand-out on Moodle)
Mellor, William (2011), “McDonald’s No Match for KFC in China as Colonel Rules Fast Food,” Bloomberg, January 26, 2011. Available online: http://www.bloomberg.com/news/2011-01-26/mcdonald-s-no-match-for-kfc-in-china-where-colonel-sanders-rules-fast-food.html
Cateora, Philip R., John L. Graham and Prashant Salwan (2008). “Case Study 2-1: The Not-so-Wonderful World of EuroDisney—Things Are Better Now at Paris Disneyland,” in International Marketing, 13th Edition. New York: McGraw-Hill (2008), pp. 727-731.
4 The Marketing Environment: The Economic & Political Environment and Marketing
“Spain” (2012), The New York Times, last updated January 20, 2012. Available online: http://topics.nytimes.com/top/news/international/countriesandterritories/spain/index.html
Stanford, Duane (2010). “Africa: Coke’s Last Frontier,” Bloomberg Businessweek, Ocotober 28, 2010. Available online: http://www.businessweek.com/magazine/content/10_45/b4202054144294.htm
“Free trade agreements: Opening up the Pacific” (2011), The Economist, November 12, 2011. Available online: http://www.economist.com/blogs/banyan/2011/11/free-trade-agreements
5 Ethics in Marketing
Orr, Deborah (2006). “Slave Chocolate?” Forbes.com, April 24, 2006. Available here: http://www.forbes.com/forbes/2006/0424/096_print.html
Shepherd, Carol. (2011). “The Influence of Sex in Advertising,” Perspectives, Volume 14 (Fall 2011). Available here: http://aabss.org/Perspectives2011/CarolShepherdTheInfluenceofSexinAdvertising.pdf
Valentine, Sean R. and Terri L. Rittenburg (2004). "Spanish and American Business Professionals' Ethical Evaluations in Global Situations," Journal of Business Ethics, Vol. 51, 1-14.
6 Consumer Behavior
Kotler, Philip and Kevin Keller (2011). Marketing Management, 14th Edition. New York: Prentice Hall (2011), pp. 173-188.
Brat, Ilan (2010). “The Emotional Quotient of Soup Shopping,” The Wall Street Journal, February 17, 2010.
7 Consumer Behavior, contd.
Kotler, Philip and Kevin Keller (2011). Marketing Management, 14th Edition. New York: Prentice Hall (2011), pp. 187-199.
“Sex and advertising: retail therapy” (2011), The Economist, December 17, 2011. Available online: http://www.economist.com/node/21541706
8 Market Research
Penenberg, Adam (2011). “NeuroFocus Uses Neuromarketing to Hack Your Brain,” Fast Company, August 8, 2011. Available: http://www.fastcompany.com/magazine/158/neuromarketing-intel-paypal
Weiners, Brad (2006). “Getting Inside—Way Inside---Your Customer’s Head,” CNNMoney, April 5, 2006. Available here: http://money.cnn.com/magazines/business2/business2_archive/2003/04/01/339830/index.htm
Duhigg, Charles (2012). “How Companies Learn Your Secrets,” New York Times Magazine, February 16, 2012. Available here: http://www.nytimes.com/2012/02/19/magazine/shopping-habits.html
9 Situation Analysis
McKay, Zoe (2012). “John Deere in Spain – It’s Not Just About Tractors,” Forbes.com, February 22, 2012. Available online: http://www.forbes.com/sites/insead/2012/02/22/john-deere-in-spain-its-not-just-about-tractors/
Vrontis, D. and Pavlov, P. (2008) “The external environment and its effect on strategic marketing planning: a case study for McDonald’s,” Journal for International Business and Entrepreneurship Development, Vol. 3, Nos. 3/4, pp. 289-302.
“Marketing & Competitive Intelligence FAQ: SWOT & PEST Analysis,” AWARE Online (updated 2011). Available online: http://www.marketing-intelligence.co.uk/help/Q%26A/question24.htm
10 Segmentation, Targeting and Positioning, contd.
Kotler, Philip and Kevin Keller (2011). Marketing Management, 14th Edition. New York: Prentice Hall (2011), pp. 235-258.
Edgecliffe-Johnson, Andrew (2010). “Marketing: Not yet wrapped up,” Financial Times, September 7, 2010. Available online here: http://www.ft.com/intl/cms/s/0/8d6e6f38-bab1-11df-b73d-00144feab49a.html#axzz1nXdyvqMH
11 The Strategic Marketing Plan, Revisited
Harvard Business School Publishing Corporation (2006). “Creating a Marketing Plan: An Overview.” Boston: Harvard Business School Press. Available here: http://isites.harvard.edu/fs/docs/icb.topic659444.files/MarketingPlanOverview.pdf
12 Product & Brand Management
Iansiti, Marco, Thomas J. Kosnik, and Ellen Stein (1994). "Product Development: A Customer-Driven Approach." Harvard Business School Note. Harvard Business School Publishing. November 9, 1994.
Cole, Melissa (2010). “Now it’s El Bulli beer,” The Guardian, July 15, 2010. Available online: http://www.guardian.co.uk/lifeandstyle/2010/jul/15/el-bulli-chef-launches-beer
Schwartz, Matt (2010). “Keeping Pabst Blue Ribbon Cool,” Businessweek, September 16, 2010. Available: http://www.businessweek.com/magazine/content/10_39/b4196062862199.htm
13 Brand Management
Keller, K.L., Brian Sternthal and Alice Tybout (2002). Three Questions You Need to Ask Your Brand. Harvard Business Review (September 2002).
Gallo, Carmine (2009). “How to Sell More Than a Product,” Bloomberg Businessweek, May 19, 2009.
Keller, K. L., and D.R. Lehmann (2003). "How Do Brands Create Value?" Marketing Management 12 (2003): 26-31.
14 Group Case Study Presentation: el Bulli
Case: el Bulli: The Taste of Innovation (2008). (HBS)
15 Midterm Exam
16 Pricing
Raju, Jagmohan and Z. John Zhang (2010). Smart Pricing: How Google, Priceline and Leading Business Use Pricing Innovation for Profitability. Upper Saddle River: Prentice Hall (2010), pp. 1-18.
Byron, Ellen (2011). “Colgate’s Margins to Test Its Pricing Strategy,” The Wall Street Journal, July 28, 2011. Online: http://online.wsj.com/article/SB10001424053111903635604576472522815059078.html
17 Distribution Channels
Kotler, Philip and Kevin Keller (2011). Marketing Management, 14th Edition. New York: Prentice Hall (2011), pp. 437-466.
Dempsey, Michael (2010). “Sales and distribution: Retailers test new ways of selling,” The Financial Times, November 8, 2010. Available: http://www.ft.com/intl/cms/s/0/73f682e6-eac4-11df-b28d-00144feab49a.html#axzz1nmIj4iR7
Taylor, Victoria (2010). “Elle: More Than a Magazine,” Forbes.com, July 30, 1010. Available online: http://www.forbes.com/2010/07/30/ipad-microsoft-elle-publishing-advertising-magazine-fashion-brand-cmo-network-robin-domeniconi.html
18 Distribution Channels, contd. and Marketing Communication
Gallaugher, John M (2008). “Zara Case: Fast Fashion from Savvy Systems,” September 13, 2008. Available here: www.gallaugher.com/Zara%20Case.pdf
Edelman, David (2010). “Branding in the Digital Age,” Harvard Business Review (December 2010).
Arthur, Lisa (2010). “Chocolate, Vanilla or Swirl: The Debate Between Online and Offline Marketing,” Forbes, September 8, 2010. http://www.forbes.com/sites/lisaarthur/2010/09/08/chocolate-vanilla-or-swirl-the-debate-between-online-and-offline-marketing/
19 Group Case Study Presentation: Mango
Case: Mango: Popularizing Fashion (2009). (IESE)
20 Field Study: Bacardi Headquarters in Spain
We will visit with the CEO, head of marketing, and other members of the executive team at Bacardi Spain to better understand how marketing management issues get played out in their business. Issues to be addressed will include: 1) What are the target markets and positioning for some of Bacardi’s top labels in Spain? 2) What differences in the Spanish consumer market vis-à-vis other markets are relevant in the company’s marketing strategy? 3) How does Bacardi seek to differentiate itself in order to maintain a competitive advantage over rival firms? 4) Is social media an important part of Bacardi’s promotional efforts in Spain? Prior to our visit, students will be required to do preparatory work to learn about the company and compile questions.
21 Marketing Communication, contd.
Stone, Brad (2010). “Facebook Sells Your Friends,” Businessweek, September 22, 2010. Available online: http://www.businessweek.com/magazine/content/10_40/b4197064860826.htm
“More Than Virtual: Marketing the Total Brand ‘Experience’” (2011), Knowledge@Wharton, June 7, 2011. Available online: http://knowledge.wharton.upenn.edu/article.cfm?articleid=2791
22 Group Case Study Presentation: Lady Gaga Case: Lady Gaga (A) and (B) (2011). (HBS)
23 Group Case Study Presentation: NFL in UK Case: NFL in UK (2011). (HBS)
24 Wrap Up and Review
Mizik, Natalie, and Robert L. Jacobson (2007). "The Cost of Myopic Management." Harvard Business Review Magazine, July-August 2007.
Final Exam
Case Studies:
Elberse, and Michael Christensen (2011). Lady Gaga (A) and (B). Boston: Harvard Business School Publishing. Case Studies 9-512-016 and 9-512-017.
Norton, Michael, Julian Villanueva and Luc Wathieu (2008). elBulli: The Taste of Innovation. Boston: Harvard Business School Publishing. Case Study 9-509-015.
Ofek, Elie, David B. Godes and Peter Wickersham (2011) NFL in UK. Boston: Harvard Business School Publishing. Case Study 9-510-105.
Ricart, Joan Enric and Izabela Kordecka (2009). Mango: Popularizing Fashion. Barcelona: IESE Business School, University of Navarra. Case Study SM-1547-E.
Articles and Other Readings:
“Free trade agreements: Opening up the Pacific” (2011), The Economist, November 12, 2011. Available online: http://www.economist.com/blogs/banyan/2011/11/free-trade-agreements
“Marketing & Competitive Intelligence FAQ: SWOT & PEST Analysis,” AWARE Online (updated 2011). Available online: http://www.marketing-intelligence.co.uk/help/Q%26A/question24.htm
“More Than Virtual: Marketing the Total Brand ‘Experience’” (2011), Knowledge@Wharton, June 7, 2011. Available online: http://knowledge.wharton.upenn.edu/article.cfm?articleid=2791
“Sex and advertising: retail therapy” (2011), The Economist, December 17, 2011. Available online: http://www.economist.com/node/21541706
“Spain” (2012), The New York Times, last updated January 20, 2012. Available online: http://topics.nytimes.com/top/news/international/countriesandterritories/spain/index.html
Arthur, Lisa (2010). “Chocolate, Vanilla or Swirl: The Debate Between Online and Offline Marketing,” Forbes, September 8, 2010. http://www.forbes.com/sites/lisaarthur/2010/09/08/chocolate-vanilla-or-swirl-the-debate-between-online-and-offline-marketing/
Brat, Ilan (2010). “The Emotional Quotient of Soup Shopping,” The Wall Street Journal, February 17, 2010.
Byron, Ellen (2011). “Colgate’s Margins to Test Its Pricing Strategy,” The Wall Street Journal, July 28, 2011. Online: http://online.wsj.com/article/SB10001424053111903635604576472522815059078.html
Cateora, Philip R., John L. Graham and Prashant Salwan (2008). “Case Study 2-1: The Not-so-Wonderful World of EuroDisney—Things Are Better Now at Paris Disneyland,” in International Marketing, 13th Edition. New York: McGraw-Hill (2008), pp. 727-731.
Cole, Melissa (2010). “Now it’s El Bulli beer,” The Guardian, July 15, 2010. Available online: http://www.guardian.co.uk/lifeandstyle/2010/jul/15/el-bulli-chef-launches-beer
Dempsey, Michael (2010). “Sales and distribution: Retailers test new ways of selling,” The Financial Times, November 8, 2010. Available: http://www.ft.com/intl/cms/s/0/73f682e6-eac4-11df-b28d-00144feab49a.html#axzz1nmIj4iR7
Dolan, Robert J. (2007) "Note on Marketing Strategy." Harvard Business Review. Harvard Business School Publishing, October 29, 2007.
Duhigg, Charles (2012). “How Companies Learn Your Secrets,” New York Times Magazine, February 16, 2012. Available here: http://www.nytimes.com/2012/02/19/magazine/shopping-habits.html
Edelman, David (2010). “Branding in the Digital Age,” Harvard Business Review (December 2010).
Edgecliffe-Johnson, Andrew (2010). “Marketing: Not yet wrapped up,” Financial Times, September 7, 2010. Available online here: http://www.ft.com/intl/cms/s/0/8d6e6f38-bab1-11df-b73d-00144feab49a.html#axzz1nXdyvqMH
Gallaugher, John M (2008). “Zara Case: Fast Fashion from Savvy Systems,” September 13, 2008. Available here: www.gallaugher.com/Zara%20Case.pdf
Gallo, Carmine (2009). “How to Sell More Than a Product,” Bloomberg Businessweek, May 19, 2009.
Harvard Business School Publishing Corporation (2006) “Creating a Marketing Plan: An Overview.” Boston: Harvard Business School Press. Available here: http://isites.harvard.edu/fs/docs/icb.topic659444.files/MarketingPlanOverview.pdf
Hofstede’s Dimensions of Culture (class hand-out on Moodle)
Iansiti, Marco, Thomas J. Kosnik, and Ellen Stein (1994). "Product Development: A Customer-Driven Approach." Harvard Business School Note. Harvard Business School Publishing. November 9, 1994.
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Jay Moran is a succession planning expert, executive coach and professor of leadership. Moran was formerly at the CEO Leadership Institute at Yale and practiced corporate law with King & Spalding. Moran has a JD/MBA from Emory University and MPA from Harvard University. He has taught at IES for over three years.