DATE
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TOPIC/
ACTIVITY
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SCHOLARLY ARTICLES
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BOOK CHAPTER
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CASE STUDY
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Tue. 1/19
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Introduction to Marketing Management
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Thur. 1/21
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The impact of digital technologies on marketing strategies
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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, May2015, Vol. 79, Issue 3, pp. 74-90.
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Chap 2 Kotler and Keller
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- Bank of America mobile marketing
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Tue. 1/26
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The development of e-business in industrial marketing
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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.
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Chap 6 Kurtz
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- IKEA invades America: HBS case
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Thur. 1/28
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Social networking: Facebook and Myspace
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Jun, S., Ying W., Zhaojun, Y., Yali, Z. (2015), “Rethinking e-commerce service quality: does website quality still suffice?”, Journal of Computer Information Systems, Summer2015, Vol. 55, Issue 4, pp. 62-72.
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- Google in China: HBS case
- Country Choice: marketing research for a small company
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Tue. 2/2
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Innovative communication strategies: viral marketing
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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
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Chap 10 Moriarty, Mitchell, Wells
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- Reliant share bank HBS case
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Thur. 2/4
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Customer relationships and data processing: toward one-to-one marketing?
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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.
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Chap 5 Anderson Vincze, Chap 12 Ferrell Hartline
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- Strategies in the rural India: Supershampoo marketing penetration
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Tue. 2/9
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Shortening life cycles in technology
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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.
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Chap 12 Kotler Keller
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- Samsung Electronics Company: HBS Case
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Thur. 2/11
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Shortening life cycles in technology (cont’d)
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Chap 12 Kotler Keller
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- Hallo Kitty Branding strategy
- Office Max Viral Marketing
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Tue. 2/16
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Creating brand value and equity
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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.
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Chap 9 Kotler Keller
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- The multiple brand personalities of David Beckham
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Thur. 2/18
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Positioning the brand: brand personalities and communities
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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.
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Chap 10 Kotler Keller
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- The ascendance of AirAsia
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Tue. 2/23
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Emerging international markets and rising marketing opportunities
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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.
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Chap 9 Cateora Graham
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- Hunsk Engines: HBS case
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Thur. 2/25
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Class exercise
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Tue. 3/1
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Group presentations
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Thur.3/2
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Group presentations
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Tue. 3/8
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Multinational market regions: the European Union
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Villarino, J. and Font, X. (2015), “Sustainability marketing myopia”, Journal of Vacation Marketing, Oct. 2015, Vol. 21, Issue 4, p326-335.
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Chap 10 Cateora Graham
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- Fashion TV Channel
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Thur. 3/10
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Cultural dynamics in the global environment: the emergence of the global consumer
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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.
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Chap 4 Cateora Graham
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- Beauchamp HBS case
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Tue. 3/15
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Cause-related marketing and corporate social responsibility
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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.
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Chap. 12 Wymer, Knowles Gomes
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- Burberry case
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Thur. 3/17
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Ethics in marketing
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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.
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Chap 3 Ferrell Hartline
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- Silvio Napoli at Schindler India: HBS Case
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Tue. 3/22
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Marketing in non-profit contexts: raising funds and resources
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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.
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Chap. 2 Baguley
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- NBA in Europe: the international marketing strategy
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Thur. 3/24
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Exploiting opportunities in supply-chain management
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Singh, M. (2009), “In Times of Uncertainty, Focus on the Future”, Supply Chain Management Review, Apr 2009, Vol. 13, Issue 3, p20-26
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Chap 9 Ferrell Hartline
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- Monsanto in Brazil: HSB Case
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Tue. 3/29
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Spring break
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Thur. 3/31
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Spring break
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Tue. 4/5
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Point-of-difference and Point-of-parity as targeting strategies
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Barker, R. and Peacock, J. and Fetscherin, M. (2015), “The power of brand love”, International Journal of Market Researchm, 2015, Vol. 57, Issue 5, pp. 669-672.
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Chap 5 Kotler Keller
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- London 2012: achieving the vision
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Thur. 4/7
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Issues in service marketing: making intangibility tangible
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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.
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Chap 9 Anderson Vincze
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- Colgate Max Fresh: HBS case
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Tue. 4/12
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Marketing implementation and control
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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.
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Chap 11 Ferrell Hartline
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- Sealed Air Corporations: HBS case
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Thur. 4/14
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Low-cost marketing strategies in the service industry: low-fare carriers
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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.
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- BP LtD Green Advertising Campaign Case 2-1
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Tue. 4/19
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Emerging international markets and rising marketing opportunities
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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.
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Chap 9 Cateora Graham
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- Hunsk Engines: HBS case
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Thur. 4/21
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Group project
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Tue. 4/26
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Group project
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Thur. 4/28
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Group Project
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4/30-5/6
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Final Exam
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