| 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 | |
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