Marketing - Darden Business Publishing

UVA-MOD-0130Y

Rev. Sept. 17, 2014

MARKETING Syllabus

Course Description

In the first-year Marketing course, students explore consumer and organizational decision processes that underlie choices of products and services. Students then use knowledge of these decision processes and competitive dynamics to determine how businesses should make profitable decisions about product and service pricing, as well as promotional and distribution strategies.

Required Materials

The cases and technical notes included in the course book are part of the required materials for the course. In addition, there will be an online tutorial, "Management by the Numbers (MBTN)," and an online simulation, "Channel Coordination Simulation: The Beer Game" (UVA-M-0670).

About Darden Course Syllabi

The Darden Graduate School of Business Administration is regularly recognized as having one of the world's premier teaching faculties within business education. Darden Business Publishing is pleased to provide current Darden course syllabi for verified faculty members. These syllabi provide instructors with context as to how cases could be used in a particular sequence to achieve the learning outcomes of the teaching teams at the Darden School. Use the modules in these course syllabi as a reference for updating case materials within your school's programs.

Course Instructors

Darden Teaching Faculty Kathryn Sharpe Ron Wilcox Tom Steenburgh Kim Whitler

Cases by This Author

Sharpe cases Wilcox cases Steenburgh cases

This syllabus was prepared by the Marketing faculty of the Darden Graduate School of Business Administration at the University of Virginia. Copyright 2011 by the University of Virginia Darden School Foundation, Charlottesville, VA. All rights reserved. To order copies, send an e-mail to sales@. No part of this publication may be reproduced, stored in a retrieval system, used in a spreadsheet, or transmitted in any form or by any means--electronic, mechanical, photocopying, recording, or otherwise--without the permission of the Darden School Foundation.

-2Course Outline 2012?2013

UVA-MOD-0130Y

Class Materials

Marketing Mix and Product Positioning (UVA-MOD-0130) 1 "Sunnyside Fields" (UVA-M-0781) "Marketing Economics" (UVA-M-0648) "Management by the Numbers (MBTN)" (UVA-M-0678) 2 "The Tata Nano: The People's Car" (A) and (B) (UVA-M0768, UVA-M-0804)

"Seven Questions of Marketing Strategy" (UVA-M-0779) 3 "Changing Light Bulbs: Westinghouse Super Bulb" (A?D)

(UVA-M-0821, UVA-M-0822, UVA-M-0823, UVA-M-0824) 4 "Aqualisa Quartz: Simply a Better Shower" (HBSP Case) Pricing (UVA-MOD-0131) 5 "The Apple iPhone" (UVA-M-0765)

"Pricing Metrics and Concepts" (UVA-M-0723) "Problems in Pricing" (UVA-M-0456) 6 "Portland Trail Blazers" (UVA-M-0773)

"A Practical Guide to Conjoint Analysis" (UVA-M-0675) 7 "Heinz Ketchup: Pricing the Product Line" (UVA-M-0777)

Topic

Marketing Mix

Segmentation and Positioning Marketing Strategy Segmentation and Product Line Strategy Marketing Mix

Pricing Basics

Theory and Application of Conjoint Analysis Pricing the Product Line

"Fidelity Incorporated: Pricing the Fidelity Blue Chip Growth Fund" (UVA-M-0674) Channel Strategy (UVA-MOD-0132) 8 "Progressive Insurance: Not Your Standard Insurance Story" (UVA-M-0758) "Does TripSense Make Sense?" (UVA-M-0757) "Changing Channels: Progressive Insurance Drive Insurance" (UVA-M-0756) 9 "Stainmaster" (UVA-M-0458) 10 "Snapple Beverage Corporation (A)" (UVA-M-0434) 11 "Channel Coordination Simulation: The Beer Game" (UVA-M0670) Advertising and Media (UVA-MOD-0133) 12 "Google, King of Search" (UVA-M-0818)

"Google AdWords" (UVA-M-0817) "How to Design a Winning Business Model" (HBR Article)

Introduction to Conjoint Analysis

Pricing and Channel Conflict

Balancing Push and Pull Managing Supply/Demand Channel Coordination

Business Models in Media and Search Engine Advertising

-3-

UVA-MOD-0130Y

13 "Motorcowboy: Getting a Foot in the Door (A)" (UVA-M-

Online Marketing

0814)

Communications

14 "Advertising Experiments at the Ohio Art Company" (UVA-M- Advertising Experiments

0752)

Branding and Product Lines (UVA-MOD-0134) 15 "Levi's at Wal-Mart?" (UVA-M-0711)

16 "Kalashnikov: What's in a Name?" (UVA-M-0697) "Perspectives on Brand Equity" (UVA-M-0668)

17 "Red Bull" (UVA-M-0663)

18 "Silk Soy Milk" (UVA-M-0771)

19 "Product-Line Strategy at Porsche: The Effect of New Models on the Porsche Brand and the 911" (UVA-M-0695)

Branding and Product Lines Branding Strategy

Social Influence Marketing, Brand Building Expanding into New Markets Product Line Strategy

Sales Force Management (UVA-MOD-0135) 20 "Sales Force Integration at FedEx (A)" (HBSP Case) 21 "ZS Associates: Sales Force Sizing" (UVA-M-0745) "A Note on Sizing the Sales Force" (UVA-M-0746) 22 "HubSpot: Inbound Marketing and Web 2.0" (HBSP Case)

Customer Lifetime Value (UVA-MOD-0136) 23 "Retail Relay (A)" (UVA-M-0784) "Customer Profitability" (UVA-M-0718) 24 "Netflix Inc.: DVD Wars" (UVA-M-0763)

Sales Force Management Sales Force Management Inbound Marketing

Valuing Customers Customer and Firm Value

Course Outline 2014?2015

Class Materials

Understanding Customers (UVA-MOD-0130) 1 "The Black and Decker Corporation (A): Power Tools Division" (HBS Case) "Marketing Analysis Toolkit: Situation Analysis" (HBS Case) 2 Consumer Behavior Exercise (Handout)

"Management by the Numbers (MBTN)" (UVA-M-0678) 3 "Progressive Insurance: Not Your Standard Insurance Story"

(UVA-M-0758) "Does TripSense Make Sense?" (UVA-M-0757) 4 "Managing Oneself" (HBR Article) Conceptual Toolbox (Handout)

Topic

Calculating Margins, Breakeven Analysis

Consumer Decision Making Process

Segmentation, Targeting, and Positioning

Positioning

-4-

UVA-MOD-0130Y

5 "Tata Nano: The People's Car (A)" (UVA-M-0768)

"Tata Nano: The People's Car (B)" (UVA-M-0804) "The Seven Questions of Marketing Strategy" (UVA-M-0779) "Management by the Numbers (MBTN)" (UVA-M-0678) "Perspectives on Brand Equity" (UVA-M-0668) Product (UVA-MOD-0131)

6 "Kone: The MonoSpace Launch in Germany" (HBS Case)

"Customer Segmentation in B2B Markets" (UVA DRAFT)

7 "The Brita Products Company" (HBS Case)

8 "Google, King of Search" (UVA-M-0818)

"Google AdWords" (UVA-M-0817)

"How to Design a Winning Business Model" (UVA-M-0756)

Pricing (UVA-MOD-0132) 9 "A Practical Guide to Conjoint Analysis" (UVA-M-0675) "Management by the Numbers (MBTN)" (UVA-M-0678)

10 "Medicines Co." (HBS Case)

11 "Heinz Ketchup: Pricing the Product Line" (UVA-M-0777)

12 "Coke" (HBS Case)

Promotion (UVA-MOD-0133) 13 "Retail Relay (A)" (UVA-M-0784)

"Retail Relay (B)" (UVA-M-0809)

14 "Pitch Yourself" (HBS Case)

15 "Snapple Beverage Corporation" (UVA-M-0434)

Place (UVA-MOD-0134) 16 "Stainmaster" (UVA-M-0458)

17 "Eureka Forbes" (HBS Case)

Customer Lifetime Value (UVA-MOD-0135)

19 "Hubspot: Inbound Marketing and Web 2.0" (HBS Case)

20 "Stratsim" (Capstone Simulation)

Segmentation, Targeting and Positioning; Marketing Strategy and Plans

New Product Development

Product Line Management; Cannibalization Digital Products; Business Models in e-Commerce

Conjoint Analysis

Complex Pricing Pricing the Product Line Pricing Strategy

Online Marketing Communications

Student Presentations Branding and Product Lines

Balancing Push and Pull Sales Force Management

Inbound Marketing Capstone

 ................
................

In order to avoid copyright disputes, this page is only a partial summary.

Google Online Preview   Download