COURSE #:  462

SECTION:  61

COURSE NAME: Sales Promotion and Retailer Behavior

INSTRUCTOR:  Robert C. Blattberg

CASEPACK:  YES

FIRST ASSIGNMENT:  Mandatory attendance on first day of class.  No first assignment.

1.  TEXT:  REQUIRED

AUTHOR:    Robert C. Blattberg and Scott A. Neslin:

PUBLISHER:  Prentice Hall

TITLE:  Sales Promotions:  Concepts, Methods and Strategies

ED./DATE:  1st edition – (1990)

2.  TEXT  --  REQUIRED or RECOMMENDED?:

AUTHOR:

PUBLISHER:

TITLE:

ED./DATE:

 

COURSE #:  462

SECTION:  62

COURSE NAME: Sales Promotion and Retailer Behavior

INSTRUCTOR:  Robert C. Blattberg

CASEPACK:  YES

FIRST ASSIGNMENT:  Mandatory attendance on first day of class.  No first assignment.

1.  TEXT:  REQUIRED

AUTHOR:  Robert C. Blattberg and Scott A. Neslin:

PUBLISHER:  Prentice Hall

TITLE:  Sales Promotions:  Concepts, Methods and Strategies

ED./DATE:  1st edition – (1990)

2.  TEXT  --  REQUIRED or RECOMMENDED?:

AUTHOR:

PUBLISHER:

TITLE:

ED./DATE:

 

COURSE #:  459

SECTION:  81

COURSE NAME:  Services Marketing

INSTRUCTOR:  Prof. Richard Honack

CASEPACK:  No

FIRST ASSIGNMENT:  First class is mandatory. Read the syllabus to understand expectations of the course and the amount work. Read chapter 1 of Swartz and Iacobucci. Please bring your nameplates to every class.

1.  TEXT  --  REQUIRED

AUTHOR:  Teresa A. Swartz and Iacobucci

PUBLISHER:  Sage Publications

TITLE:  Handbook for Services, Marketing and Management

ED./DATE:  1st, 2000 

2.  TEXT  --  REQUIRED or RECOMMENDED?:

AUTHOR:

PUBLISHER:

TITLE:

ED./DATE:

 

COURSE #: 464B

SECTION:  81

COURSE NAME: Product Dev Design

INSTRUCTOR: Prof. Allan Glass

CASEPACK:  Yes.

FIRST ASSIGNMENT: Attendance at first class is required.

Read chapter 1 in “The Marketer’s guide to successful package design”

First assignment to be typewritten and handed in at the first class: Visit a local supermarket (e.g. Jewel or Dominicks) and review the shelves to find packages you think have good graphics and communicate effectively with consumers. Select and purchase one package that you feel communicates well and write four reasons (the shorter the better) why you think this is a good package. Bring the product/package to class and be prepared to discuss them with the class.

1.  TEXT  --  REQUIRED

AUTHOR: Herbert M. Meyers

PUBLISHER: NTC Business Books

TITLE: The Marketer’s guide to successful package design

ED./DATE: 1998

2.  TEXT  --  REQUIRED or RECOMMENDED?:

AUTHOR:

PUBLISHER:

TITLE:

ED./DATE:

 

COURSE #:  464 A

SECTION: 81 

COURSE NAME:  Product Dev Design

INSTRUCTOR:  Prof. Walter Herbst

CASEPACK:  Yes

FIRST ASSIGNMENT: Generate a list of 5 products you believe to be good design

                                     Generate a list of 5 products you believe to be bad design

                                     Write ½ sentences supporting your chosen designs. Be prepared to defend them. Bring in examples if (as) appropriate. Be prepared to discuss readings from  1st class assignment which is published in your case packet.

                                    

1.  TEXT  --  REQUIRED

AUTHOR:  Milton Rosenau, Jr. Editor

PUBLISHER:  John Wiley & Sons, Inc.

TITLE:  The PDMA handbook of New Product Development

ED./DATE:  September 1996

2.  TEXT  --  REQUIRED

AUTHOR:  Karl Ulrich, Steven Eppinger

PUBLISHER:  Irwin/McGraw-Hill

TITLE:  Product Design & Development

ED./DATE:  2nd Ed. Oct. 6, 1999

 

COURSE #:  466

SECTION:  61

COURSE NAME:  Marketing Strategy

INSTRUCTOR:  Prof. Tim Calkins

CASEPACK:  Yes

FIRST ASSIGNMENT:  Read “What is Strategy?”

Attendance is mandatory for the first class.

1.  TEXT  --  REQUIRED

AUTHOR:  Larreche & Gatignon

PUBLISHER:  South-Western

TITLE:  Markstrat 3

ED./DATE:  Scientific, 1997

2.  TEXT  --  REQUIRED:

AUTHOR:  Walker, Boyd & Larreche

PUBLISHER:  Irwin/McGraw-Hill

TITLE:  Marketing Strategy

ED./DATE:  4th Edition


COURSE #:  466

SECTION:  62 & 63

COURSE NAME:  Marketing Strategy

INSTRUCTOR:  Prof. Julie Hennessy

CASEPACK:  Yes

FIRST ASSIGNMENT: Read HBR-Shapiro, “What the Hell is ‘Market Oriented’?”, 1998; and Gouillart & Sturvidant, “Spend a Day in the Life of Your Customers”, HBR, 1994.

Attendance is mandatory for the first class.

1.  TEXT  --  REQUIRED 

AUTHOR:  Lerreche & Gatignon

PUBLISHER:  South-Western Press

TITLE:  Markstrat 3

ED./DATE:  3rd Ed. May 6, 1997

2.  TEXT  --  REQUIRED or  RECOMMENDED?:

AUTHOR:

PUBLISHER:

TITLE:

ED./DATE:

 

COURSE #:   450

SECTION: 61 & 62

COURSE NAME:  Research Methods in Marketing

INSTRUCTOR:  Dawn Iacobucci

CASEPACK:  Yes

FIRST ASSIGNMENT:  Mandatory First Class Attendance

1.  TEXT  --  REQUIRED

AUTHOR:  G. Churchill and D. Iacobucci

PUBLISHER:  Harcourt

TITLE:  Marketing Research (8th ed.)

ED./DATE:  2002

 

COURSE #:   520

SECTION: 21

COURSE NAME:  Analysis of Variance

INSTRUCTOR:   Dawn Iacobucci

CASEPACK:  Yes

FIRST ASSIGNMENT:  First Class Attendance is Mandatory

1.  TEXT  --  REQUIRED

AUTHOR:  Geoffrey Keppel

PUBLISHER:  Prentice Hall

TITLE:  Design and Analysis (3rd ed.)

ED./DATE:  1991

2.  TEXT  --  REQUIRED

AUTHOR:  J. Kim and C. Mueller

PUBLISHER:  Sage

TITLE:  Introduction to Factor Analysis

ED./DATE:  1978

3.  TEXT  --  REQUIRED

AUTHOR:  J. Kim and C. Mueller

PUBLISHER:  Sage

TITLE:  Factor Analysis: Statistical Methods…

ED./DATE:  1978

4.  TEXT  --  REQUIRED

AUTHOR:  J. Bray and S. Maxwell

PUBLISHER:  Sage

TITLE:  Multivariate Analysis of Variance

ED./DATE:  1985

 

COURSE #: 463

SECTION: 61

COURSE NAME: Sales Force Management

INSTRUCTOR:  Andy Zoltners

CASEPACK:  YES

FIRST ASSIGNMENT: Read Chapter 1 from the textbook and be prepared to present the go-to-market strategy for one of the firms you have worked for.  First class is Mandatory

1.  TEXT  --  REQUIRED

AUTHOR: Andris A. Zoltners, Prabhakant Sinha, Greggor A. Zoltners

PUBLISHER: Amacom

TITLE: The Complete Guide to Accelerating Sales Force Performance

ED./DATE: First Edition – 2001

2.  TEXT  --   REQUIRED  or  RECOMMENDED?:

AUTHOR:

PUBLISHER:

TITLE:

ED./DATE:

 

COURSE #: 458

SECTION:  61

COURSE NAME:  Consumer Behavior

INSTRUCTOR:  Bobby Calder

CASEPACK:  NO

FIRST ASSIGNMENT: First class is not mandatory

1.  TEXT  --  NO TEXTBOOK

AUTHOR:

PUBLISHER:

TITLE:

ED./DATE:

2.  TEXT  --   REQUIRED  or  RECOMMENDED?:

AUTHOR:

PUBLISHER:

TITLE:

ED./DATE:


COURSE #:  430

SECTION:  91

COURSE NAME:  Marketing Management

INSTRUCTOR:  Kent Grayson

CASEPACK:  Yes

FIRST ASSIGNMENT:  Attendance to first class is mandatory.

For the first class, please read the following three items (the second two of which are in the casepacket):

·        Chapter 3 in Marketing Management, or Chapter 2 in A Framework for Marketing Management

·        “Increasing Value to Customers Improves Business Results,” Sandra Vandermerwe, Sloan Management Review, 2000 (Fall), 27-37.

·        Case:  "The Royal Automobile Club Rescue Services Division: Transformation Through Technology," HBS Case #9-693-029.

You may skim the first two, but please read the case carefully, and come to class with answers to the following five questions:

·      What was/were the RAC's primary goal(s) at the outset of the case (1985)?  What motivated their investment in technology?  What information did the company use in developing its goals?

·      At the start of the case, is the RAC creating customer value and providing customer satisfaction (as defined by Kotler)?  How about at the end of the case?

·      During the time period described in the case, the RAC decides to serve a new kind of customer – the “motor manufacturer” and its car owners.  In what way does the RAC provide increased value (as outlined by Vandermerwe) to the motor manufacturer?

·      What impact did the investment in technology have on the RAC's employees and customers?  Looking particularly at case Exhibits 1, 2 and 3, in what ways did the RAC accomplish the goals it set for itself, and in what ways did it not meet these goals?

·      Assume that, due to volume discounts given to motor manufacturers, the revenue per car owner was 50% of the revenue per normal RAC member.  Taking into account the lifetime value of an individual motor manufacturer customer versus an individual private member, what are the pros and cons of the RAC’s decision to serve the motor manufacturer?

1.  TEXT  --  Required.  (Note that two books are mentioned as “required” text books, but you should choose only one, depending on which one you personally prefer.  The plusses and minuses of each book are outlined in the syllabus.)

AUTHOR:  Kotler, Philip

PUBLISHER:  Prentice Hall

TITLE:  Marketing Management

ED./DATE:  11th / 2003

2.  TEXT  --  REQUIRED.  (Note that two books are mentioned as “required” text books, but you should choose only one, depending on which one you personally prefer.  The plusses and minuses of each book are outlined in the syllabus.)

AUTHOR:  Kotler, Philip

PUBLISHER:  Prentice Hall

TITLE:  A Framework for Marketing Management

ED./DATE:  1st / 2001