everything.study
15.834

Marketing Strategy

4-0-2 units · Graduate

Prepares students to formulate the marketing component of overall corporate strategy. Students examine three types of situations: some in which firms leverage their existing competitive advantages; some in which they build new competitive advantages; and some in which a seemingly weaker competitor, such as a start-up, leapfrogs a larger incumbent. Presents material through a combination of cases, lectures, and a group project.

Spring 2003

Topics

  • Introduction.
  • Coors . Harvard Business School Case #9-388-014.
  • Prelude . Harvard Business School Case #9-373-052.
  • The Walt Disney Company: The Entertainment King . Harvard Business School Case #9-701-035.
  • Nintendo & Sega . Harvard Business School Cases #9-795-102 & 9-795-103.
  • Browser Wars . Harvard Business School Case #9-798-094.
  • Wernerfelt, Birger. “An Efficiency Criterion for Marketing Design.”
  • EMI and the CT-scanner (A) . Harvard Business School Case #9-383-194.
  • Nutrasweet (A-G) . Harvard Business School Cases #9-794-079,?,085 (B-G given out in class).
  • Flightsafety (A-B) . Harvard Business School Cases #9-799-113 & 9-799-114 (B given out in class).
  • Wal-Mart Stores, Inc . Harvard Business School Case #9-794-024.
  • Marks and Spencer . Harvard Business School Cases #9-391-089 and 9-391-090.
  • Collis and Montgomery. “Resources and Rents.”
  • Southwest Airlines (A) . Harvard Business School Case #9-575-060.
  • Head Ski . Harvard Business School Case #6-313-120.
  • Complaint Letters.
  • SAS (A) . Harvard Business School Case #593-001-1.
  • Fox . Harvard Business School Case #9-387-096.
  • E-trade . Stanford Case #M-286.
  • Collis and Montgomery. “Creating Corporate Advantage.” Harvard Business Review . #98303.
  • Costco Companies . Harvard Business School Case #9-599-041.
  • Newell . Harvard Business School Case #N9-799-139.
  • Final Lecture.

Prerequisites & course information

Prereq: 15.809 , 15.814 , or permission of instructor G (Spring; first half of term) Not offered regularly; consult department 4-0-2 units

Sources