DATE
|
TOPIC/
ACTIVITY
|
SCHOLARLY ARTICLES
|
BOOK CHAPTER
|
CASE STUDY
|
|
|
|
|
|
Tue. 8/30
|
Introduction to Marketing Management
|
|
|
|
Thur. 9/1
|
The impact of digital technologies on marketing strategies
|
Kumar, V., Bhagwat, Y., Xi, Z. (2015), “Regaining "Lost" Customers: The Predictive Power of First-Lifetime Behavior, the Reason for Defection, and the Nature of the Win-Back Offer”, Journal of Marketing, Jul. 2015, Vol. 79, Issue 4, pp. 34-55; Liu, P.J., Lamberton, C., Haws, K.L. (2015), “Should Firms Use Small Financial Benefits to Express Appreciation to Consumers? Understanding and Avoiding Trivialization Effects”, Journal of Marketing, May 2015, Vol. 79, Issue 3, pp. 74-90.
|
Chap 2 Kotler and Keller
|
- EBS11 Nike case on innovation: the Swoosh of creativity
- Bank of America mobile marketing
|
|
|
|
|
|
Tue. 9/6
|
The development of e-business in industrial marketing
|
Kumar, A., Mukherjee, A., McGinnis, J. (2015), “Who wants to be an e-tailpreneur? Experiences from an electronic retailing course”, Marketing Education Review, 2015, Vol. 25, Issue 2, pp. 117-128.
|
Chap 6 Kurtz
|
- EBS1 International titles finding new ways in the US via ebooking technology
|
Thur. 9/8
|
Social networking: Facebook and Myspace
|
Jun, S., Ying W., Zhaojun, Y., Yali, Z. (2015), “Rethinking e-commerce service quality: does website quality still suffice?”, Journal of Computer Information Systems, Summer 2015, Vol. 55, Issue 4, pp. 62-72.
|
|
- EBS3 Marketing library mobile resources
- Country Choice: marketing research for a small company
|
|
|
|
|
|
Tue. 9/13
|
Innovative communication strategies: viral marketing
|
Stanworth, J.O., Warden, C.A., Shuwei Hsu, R. (2015), “The voice of the Chinese customer”, International Journal of Market Research, 2015, Vol. 57, Issue 3, pp. 459-481.
|
Chap 10 Moriarty, Mitchell, Wells
|
- Google in China: HBS case
|
Thur. 9/15
|
Customer relationships and data processing: toward one-to-one marketing?
|
Kumar S., Pradipta, G., Padma, C., Sen Gupta, S. (2015), “International Equity Market Integration: An Empirical Analysis from Indian Stock Markets Perspective”, BVIMR Management Edge, Jan.-Jun. 2015, Vol. 8, Issue 1, pp. 105-111.
|
Chap 5 Anderson Vincze, Chap 12 Ferrell Hartline
|
- Strategies in the rural India: Supershampoo marketing penetration
|
|
|
|
|
|
Tue. 9/20
|
Shortening life cycles in technology
|
Ayanso, A., Lertwachara, K. (2015), “Analyzing customer service technologies for online retailing: A customer service life cycle approach”, Journal of Computer Information Systems, Summer 2015, Vol. 55, Issue 4, pp. 73-78.
|
Chap 12 Kotler Keller
|
- EBS13 Don’t say big data
|
Thur. 9/22
|
Shortening life cycles in technology (cont’d)
|
|
|
-
|
Fri. 9/23
|
Marketing case Exercise
|
|
|
-
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Tue. 9/27
|
Creating brand value and equity
|
Kapidzic, S., Martins, N. (2015), “Mirroring the Media: The Relationship Between Media Consumption, Media Internalization, and Profile Picture Characteristics on Facebook”, Journal of Broadcasting & Electronic Media, Jun. 2015, Vol. 59, Issue 2, pp. 278-329.
|
Chap 9 Kotler Keller
|
- EBS10 Abercrombie going no logo
|
Thur. 9/29
|
Positioning the brand: brand personalities and communities
|
Ertimur, B., Coskuner-Balli, G. (2015), “Navigating the Institutional Logics of Markets: Implications for Strategic Brand Management”, Journal of Marketing, Mar. 2015, Vol. 79, Issue 2, pp. 40-46.
|
Chap 10 Kotler Keller
|
- EBS15 Emotional branding: the collaboration between H20 Plus and Disney
|
|
|
|
|
|
Tue. 10/4
|
Emerging international markets and rising marketing opportunities
|
Zhao, K., Zhao, X., Deng, J. (2015), “Online Price Dispersion Revisited: How Do Transaction Prices Differ from Listing Prices?”, Journal of Management Information Systems, Summer 2015, Vol. 32, Issue 1, pp. 261-329.
|
Chap 9 Cateora Graham
|
- EBS17 Starbucks Corporation: Accelerated growth plan
|
Thur. 10/6
|
Class exercise
|
|
|
|
|
|
|
|
|
Tue. 10/11
|
Group presentations
|
|
|
|
Thur.10/13
|
Group presentations
|
|
|
|
|
|
|
|
|
DATE
|
TOPIC/
ACTIVITY
|
SCHOLARLY ARTICLES
|
BOOK CHAPTER
|
CASE STUDY
|
|
|
|
|
|
Tue. 10/18
|
Multinational market regions: the European Union
|
Villarino, J. and Font, X. (2015), “Sustainability marketing myopia”, Journal of Vacation Marketing, Oct. 2015, Vol. 21, Issue 4, pp. 326-335.
|
Chap 10 Cateora Graham
|
- EBS12 Copenhagen free market
|
Thur. 10/20
|
Cultural dynamics in the global environment: the emergence of the global consumer
|
Mosca, F., Bertoldi,B., and Giachino, C. (2015), “Development Strategies for International Distribution in luxury industry”, International Journal of Management Cases, 2015, Vol. 17, Issue 3, pp. 4-18.
|
Chap 4 Cateora Graham
|
- EBS16 High street fashion retailers: the emergence of fast fashion
|
|
|
|
|
|
Tue. 10/25
|
Cause-related marketing and corporate social responsibility
|
Carrillat, F.A., Solomon, P.J. and d'Astous, A. (2015), “Brand Stereotyping and Image Transfer in Concurrent Sponsorships”, Journal of Advertising, 2015, Vol. 44, Issue 4, pp. 300-314.
|
Chap. 12 Wymer, Knowles Gomes
|
- EBS20 Bayt job search engine expanding in the Middle East
|
Thur. 10/27
|
Ethics in marketing
|
Fulgoni, G.M. (2015), “How Brands Using Social Media Ignite Marketing and Drive Growth”, Journal of Advertising Research, Sep. 2015, Vol. 55, Issue 3, pp. 232-236.
|
Chap 3 Ferrell Hartline
|
- EBS19 Facebook: the Whatsapp acquisition
|
Fri. 10/28
|
Marketing in non-profit contexts: raising funds and resources
|
Khan, I. and Rahman, Z. (2015), “Brand experience formation mechanism and its possible outcomes: A theoretical framework”, Marketing Review, Summer 2015, Vol. 15, Issue 2, pp. 239-259.
|
Chap. 2 Baguley
|
- EBS11 Residents’ perceptions of quality of life
in a surf tourism destination: A case
study of Las Salinas, Nicaragua
|
|
|
|
|
|
Tue. 11/1
|
National Holiday
|
|
|
|
Thur. 11/3
|
Exploiting opportunities in supply-chain management
|
Singh, M. (2009), “In Times of Uncertainty, Focus on the Future”, Supply Chain Management Review, Apr. 2009, Vol. 13, Issue 3, pp. 20-26.
|
Chap 9 Ferrell Hartline
|
- EBS22 Electrolux acquires Whirlpool
|
|
|
|
|
|
Tue. 11/8
|
Point-of-difference and Point-of-parity as targeting strategies
|
Jun, S., Park, S. and Jang, D. (2015), “A Technology Valuation Model Using Quantitative Patent Analysis: A Case Study of Technology Transfer in Big Data Marketing”, Emerging Markets Finance & Trade, Sep.-Oct. 2015, Vol. 51, Issue 5, pp. 963-974.
|
Chap 5 Kotler Keller
|
- EBS18 Blackberry Ltd.: the decline of a brand
|
Thur. 11/10
|
Issues in service marketing: making intangibility tangible
|
Scheer, L., Miao, C. and Palmatier, R. (2015), “Dependence and interdependence in marketing relationships: meta-analytic insights”, Journal of the Academy of Marketing Science, Nov. 2015, Vol. 43, Issue 6, pp. 694-712.
|
Chap 9 Anderson Vincze
|
- EBS21 How brands can dial D for diversification
|
|
|
|
|
|
Tue. 11/15
|
Marketing implementation and control
|
Barreto, A.M. (2014), “The word-of-mouth phenomenon in the social media era”, International Journal of Market Research, 2014, Vol. 56, Issue 5, pp. 631-654.
|
Chap 11 Ferrell Hartline
|
- EBS2 HP Digital Marketing Hub Helps Customers Harness Big Data
|
Thur. 11/17
|
Low-cost marketing strategies in the service industry: low-fare carriers
|
Akbari, M., Nopasand, S.M., Zahedfar, K., Naseri, S. (2014), “The Effect of Cognitive Absorption and Websites Features on Satisfaction and User Continuous Usage of Social Networks”, New Marketing Research Journal, Summer 2014, Vol. 4, Issue 2, pp. 100-118.
|
|
- Air Asia: HBS case
|
|
|
|
|
|
Tue. 11/22
|
Emerging international markets and rising marketing opportunities
|
Waheeduzzaman, A.N.M. (2006), “ Can Modernization Explain the Consumption of Durables in Emerging Markets?”, Journal of Global Marketing, Vol. 19, Issue 3/4, p33-62
|
Chap 9 Cateora Graham
|
- EBS7 Already Backed With Millions, Startups Turn To Crowdfunding Platforms For The Marketing
|
Thur. 11/24
|
Thanksgiving holidays
|
|
|
|
|
|
|
|
|
Tue. 11/29
|
Group project
|
|
|
|
Thur. 12/1
|
Group Project
|
|
|
|
|
|
|
|
|
12/3-12/9
|
Final Exam
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|