Curriculum Map: Undergrad Marketing

Content Item Teaching

Author Year Pages
Type Number Note

Framework for Marketing Strategy Formulation

Marketing Reading: Framework for Core

Dolan 8153 2013 31p Yes
Marketing Strategy Formation Curriculum

Making Your Marketing Strategy Work Bonoma Article 84201 1984 8p No

Reed Supermarkets: A New Wave of Quelch, Carlson Case 4296 2011 12p Yes
Competitors

Marketing Intelligence

Analyzing Consumer Perceptions Dolan Article 599110 2001 13p No

Steenburgh,
Online Tutorial: Market Sizing eLearning 7080 2014 60m Yes
Avery

Conjoint Analysis: Online Tutorial Ofek, Toubia eLearning 514712 2014 60m Yes

The Springfield Nor'easters: Maximizing Cespedes,

Case 2510 2008 13p Yes
Revenues in the Minor Leagues Winig, Lovelock

Creating Customer Value

Marketing Reading: Creating Customer Core

Gupta 8176 2014 22p Yes
Value Curriculum

Customer-Centric Pricing: The Surprising Cross, Dixit Article BH175 2005 9p No

Secret for Profitability

Curled Metal Inc.--Engineered Products Shapiro,

Case 709434 2008 14p Yes
Division Cespedes

Customer Centricity
Core
Marketing Reading: Customer Centricity Deshpande 8171 2014 29p Yes
Curriculum
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 Meyer,
Understanding Customer Experience Article R0702G 2007 13p No
Schwager

Terror at the Taj Bombay: Customer- Multimedia

Deshpande 511703 2010 40m Yes
Centric Leadership, Multimedia Case Case

Steenburgh,
EMC2: Delivering Customer Centricity Case 511124 2011 24p Yes
Avery

Customer Management

Marketing Reading: Customer Core

Gupta 8162 2014 32p Yes
Management Curriculum

Hanssens,
Marketing When Customer Equity Thorpe, Article R0805J 2008 10p No
Matters Finkbeiner
Steenburgh,
Online Tutorial: Customer Lifetime Value eLearning 7085 2014 60m Yes
Avery

Maru Batting Center: Customer Lifetime Hennessy,

Case KEL688 2012 7p Yes
Value Meagher

Consumer Behavior and the Buying Process

Marketing Reading: Consumer Behavior Core

Gourville, Norton 8167 2014 26p Yes
and the Buying Process Curriculum

Eager Sellers and Stony Buyers:

Understanding the Psychology of New- Gourville Article R0606F 2006 10p No
Product Adoption
Deighton,
Consumer Behavior Exercise (A) Exercise 596039 1995 2p Yes
Fournier

Fret and Regret: A Consumer Decision- Cotte, Lee Case W12016 2012 3p Yes
Making Dilemma

Business-to-Business Marketing

Marketing Reading: Business-to- Cespedes, Core

8145 2014 30p Yes
Business Marketing Narayandas Curriculum

Building Loyalty in Business Markets Article R0509H 2005 9p No

Narayandas

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Marketing Simulation: Managing Simulation 7018 2012 120m Yes
Segments and Customers V2 Narayandas
Shapiro,
SafeBlend Fracturing Cespedes, Case 914513 2013 12p Yes
Zalosh

Segmentation and Targeting

Marketing Reading: Segmentation and Core

Gupta 8219 2014 25p Yes
Targeting Curriculum

Yankelovich,
Rediscovering Market Segmentation Article R0602G 2006 13p Yes
Meer

Marketing Simulation: Managing Simulation 7018 2012 120m Yes

Segments and Customers V2 Narayandas

Ontela PicDeck (A): Customer Sawhney et al. Case KEL450 2009 7p Yes
Segmentation, Targeting, and Positioning

Brands and Brand Equity

Marketing Reading: Brands and Brand Deshpande, Core

8140 2014 33p Yes
Equity Keinan Curriculum

Brand Report Card Keller Article R00104 2000 12p Yes

Dove: Evolution of a Brand Deighton Case 508047 2007 13p Yes

Brand Positioning

Marketing Exercise: The Positioning Farris eLearning UV6715 2014 30m Yes
Game

Penfolds Calkins Case KEL524 2011 7p Yes

Competition Strategies

Mapping Your Competitive Position D’Aveni Article R0711G 2007 12p Yes

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Altius Golf and the Fighter Brand Dolan, Yong Case 913578 2013 9p Yes

Product Policy

Eager Sellers and Stony Buyers:

Understanding the Psychology of New- Gourville Article R0606F 2006 10p No
Product Adoption

In a Bind: Peak Sealing Technologies' Dolan, Beckham Case 914533 2014 10p Yes
Product Line Extension Dilemma

Pricing Strategy
Core
Marketing Reading: Pricing Strategy Dolan, Gourville 8203 2014 38p Yes
Curriculum

Pricing Simulation: Universal Rental Car Gourville, Nagle,

Simulation 7005 2011 120m Yes
V2 Hogan

Steenburgh,
Online Tutorial: Pricing for Profit eLearning 7083 2014 60m Yes
Avery

Principles of Microeconomics for Oberholzer-Gee,

eLearning 705801 2004 60m Yes
Strategists, Online Tutorial Yin, Raabe

Atlantic Computer: A Bundle of Pricing Bharadwaj,

Case 2078 2007 10p Yes
Options Gordon

Developing and Managing Channels of Distribution

Marketing Reading: Developing and Core Yes

Rangan 8149 2014 38p
Managing Channels of Distribution Curriculum

Anderson,
Strategic Channel Design Article SMR030 1997 13p No
Rangan, Day

Bolster Electronics: Dealing with Dealer Taylor,

Case W12242 2012 5p Yes
Demands Vandenbosch

Marketing Communications

Advertising Analytics 2.0 Nichols Article R1303C 2013 10p Yes

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BBVA Compass: Marketing Resource Gupta, Davies-
Case 511096 2011 16p Yes
Allocation Gavin

Digital Marketing

Social Spending: Managing The Social Weinberg,

Article BH436 2011 8p Article
Media Mix Pehlivan

Edelman,
Online Marketing at Big Skinny Case 911033 2011 13p Yes
Kominers

Sales Force Design and Management

Marketing Reading: Sales Force Design Chung, Core

8213 2014 32p Yes
and Management Narayandas Curriculum

Personal Selling and Sales Management Steenburgh Note 507039 2006 11p No

Cespedes,
FormPrint Ortho500 Case 915535 2014 14p Yes
Zalosh

Global Marketing
Core
Marketing Reading: Global Marketing Deshpande 8182 2014 27p Yes
Curriculum
Holt, Quelch,
How Global Brands Compete Article R0409D 2004 10p Yes
Taylor
Henderson,
L'Oreal: Global Brand, Local Knowledge Case 311118 2011 14p Yes
Johnson