everything.study
15.840

Seminar in Marketing

Units arranged · Graduate

Group study of current topics related to marketing.

Spring 2004 · Special Seminar in Marketing: Marketing Management

Topics

  • Presentations and Simulation

Readings

  • 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.
    Listed reading
  • Salmon, Walter J., and David Wylie. “Calyx and Corolla.” Boston, MA: Harvard Business School, 1995. Case No. 9-592-035.
    Listed reading
  • Rangan, V. Kasturi. “Population Services International: The Social Marketing Project in Bangladesh.” Boston, MA: Harvard Business School, 1993. Case No. 9-586-013.
    Listed reading
  • 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.
    Listed reading
  • Rangan, V. Kasturi, and Susan Lasley. “Rohm and Haas: New Product Marketing Strategy.” Boston, MA: Harvard Business School, 1993. Case No. 9-587-055.
    Listed reading
  • Moon, Youngme, and Kerry Herman. “BMWFilms.” Boston, MA: Harvard Business School, 2002. Case No. 9-502-046.
    Listed reading
  • Sultan, Fareena. “Zenith: Marketing Research for High Definition Television (HDTV).” Boston, MA: Harvard Business School, 1991. Case No. 9-591-025.
    Listed reading
  • Menezes, Melvyn A. J., and Eric Beinhocker. “Techsonic Industries, Inc.: Humminbird - New Products.” Boston, MA: Harvard Business School, 1990. Case No. 9-591-007.
    Listed reading
  • 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.
    Listed reading
  • 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.
    Listed reading
  • Case, John. “Customer Service: The Last Word.” Inc. Magazine , April 1991. Available at the Web site of Inc. Magazine . ↗
    Listed reading
  • Moriarty Jr., Rowland T., and Krista McQuade. “Barco Projection Systems: Worldwide Niche Marketing.” Boston, MA: Harvard Business School, 2002. Case No. 9-591-133.
    Listed reading
  • 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.
    Listed reading
  • Dolan, Robert J. “The Black and Decker Corporation: Power Tools Division.” Boston, MA: Harvard Business School, 2001. Case No. 9-595-057.
    Listed reading

Prerequisites & course information

Prereq: 15.810 G (Fall) Not offered regularly; consult department Units arranged Can be repeated for credit.

Sources