0162 -- MARKETING
Fall 1998
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COURSE #: D30 |
SECTION: 61 |
COURSE NAME: Marketing I |
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INSTRUCTOR: Angela Y. Lee |
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CASEPACK (YES or NO?) : YES |
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FIRST ASSIGNMENT : Read: The Marketing Myopia, Leveraging to Beat the Odds, Building a Brand: The Saturn Story, Quantitative Analysis for Marketing. Kotler Chapters 1-3 (Optional). Calculate the break-even volume for Bross Cord, refer to "Quantitative Analysis for Marketing" |
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1. TEXT -- REQUIRED or RECOMMENDED? : NONE |
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COURSE #: D30 |
SECTION: 62 |
COURSE NAME: Marketing I |
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INSTRUCTOR: Alice M. Tybout |
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CASEPACK (YES or NO?) : YES |
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FIRST ASSIGNMENT : Read Kotler Ch. 1 and "Building a Brand: The Saturn Story" and "Pricing Predicament Case" (Both in case packet) **ATTENDANCE AT THE FIRST CLASS MEETING IS MANDATORY** |
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1. TEXT -- REQUIRED or RECOMMENDED? : Required |
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AUTHOR : Philip Kotler |
PUBLISHER : Prentice Hall |
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TITLE : Marketing Management |
ED./DATE : 9th |
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COURSE #: D50 |
SECTION: 61 |
COURSE NAME: Res. Meth. In Mkt. |
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INSTRUCTOR: Dawn Iacobucci |
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CASEPACK (YES or NO?) : YES |
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FIRST ASSIGNMENT : None |
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1. TEXT -- REQUIRED or RECOMMENDED? : None |
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COURSE #: D51 |
SECTION: 61 & 81 |
COURSE NAME: Policies in Marketing Channels |
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INSTRUCTOR: Ken Rolnicki |
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CASEPACK (YES or NO?) : YES |
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FIRST ASSIGNMENT : Spontaneous Class Discussion |
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1. TEXT -- REQUIRED or RECOMMENDED? : Required |
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AUTHOR : Stern, Louis |
PUBLISHER : Prentice Hall |
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TITLE : Marketing Channels |
ED./DATE : 5th |
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2. TEXT -- REQUIRED or RECOMMENDED? : |
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COURSE #: D53 |
SECTION: 61 |
COURSE NAME: Business Marketing |
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INSTRUCTOR: James Anderson |
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CASEPACK (YES or NO?) : YES |
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FIRST ASSIGNMENT : Read readings 1-3 in the case packet. |
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1. TEXT -- REQUIRED or RECOMMENDED? : NONE |
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COURSE #: D54 |
SECTION: 61 |
COURSE NAME: Advertising |
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INSTRUCTOR: Brian Sternthal |
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CASEPACK (YES or NO?) : YES |
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FIRST ASSIGNMENT : Check my home page on the Web. (Go to Kellogg home page under faculty) |
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1. TEXT -- REQUIRED or RECOMMENDED? : None |
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COURSE #: D58 |
SECTION: 61 |
COURSE NAME: Consumer Behavior |
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INSTRUCTOR: Bob Calder |
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CASEPACK (YES or NO?) : YES |
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FIRST ASSIGNMENT : None |
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1. TEXT -- REQUIRED or RECOMMENDED? : Required |
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AUTHOR : Wayne Hoyer & Deborah MacInnis |
PUBLISHER : Houghton Mifflin |
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TITLE : Consumer Behavior |
ED./DATE : 1997 |
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COURSE #: D64A |
SECTION: 81 |
COURSE NAME: Management of Product Development & Design |
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INSTRUCTOR: Walter Herbst |
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CASEPACK (YES or NO?) : YES |
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FIRST ASSIGNMENT : This course should be mandatory for every one that may ever find themselves in the role of Product Manager. (Frankly, I think the course will do every one a lot of good if their professional life includes products of any kind)Before our first session I want you to start thinking about DESIGN. What is it? What’s good design? What’s bad design? Is there a metric? If so…what is it? My opening question will ask for a list of products you consider to be good design as well as those you consider bad design. Develop a list of 5 examples of each, and in a few short sentences describe why they’re on your list. At the end of the first session be prepared to turn them in. There is no correct answer. Additionally read the following articles and chapters. This is a short course and we need to get up to speed as swiftly as possible. Assignment: Articles: Kodak CEO George Fisher on Design Inc. Magazine’s George Gendron on Design Beauty of award-winning designs in eye of beholder… Chapters: Effective Product Design and Development, Steven Rosenthal, Boston University
The PDMA Handbook of New Product Development 1.1-1.5 (these are all very short…5-8 pgs. Each) 2.1-2.9 3.1-3.10 |
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1. TEXT -- REQUIRED or RECOMMENDED? : Required |
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AUTHOR : Milton Rosenthal, Jr., Editor |
PUBLISHER : Wiley |
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TITLE : The PDMA Handbook of New Product Development |
ED./DATE : 1996 |
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2. TEXT -- REQUIRED or RECOMMENDED? : Required |
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AUTHOR : Rosenthal, Stephen |
PUBLISHER : Business One – Irwin |
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TITLE : Effective Product Design and Development |
ED./DATE : 1992 |
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COURSE #: D64B |
SECTION: 81 |
COURSE NAME: Product Development & Design |
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INSTRUCTOR: Alan Glass |
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CASEPACK (YES or NO?) : NO |
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FIRST ASSIGNMENT :Visit a local supermarket (e.g. Jewel or Dominick's) and purchase one packaged product that you think needs a packaging graphics redesign (i.e. changes to the front panel of the package). Select any mass marketed/ national product from any category (e.g. cereal, salad dressing, cold medicine, storage bags, bottled beverage, etc.) Don't select an obscure brand - choose a well known brand!
For the first class, prepare a typewritten list of five Design Communications Objectives you would give your package design firm when asking them to redesign your package. These objectives should be "strategic" as opposed to "subjective or esthetic." Objectives might include items such as "Increase the size and clarity of the brand name to make it easier for consumers to read at the point of purchase" or "Increase the size of the product photography (or do new photography) to create more appetite appeal." Non-strategic objectives such as "Try the brand name in other colors" should not be used. Be prepared to discuss your selected product and the Communications Objectives at the first class. Turn in two copies of your Communications Objectives. |
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1. TEXT -- REQUIRED or RECOMMENDED? : Required |
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AUTHOR : Thomas Hine |
PUBLISHER : Little, Brown, and Company |
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TITLE : "The Total Package" |
ED./DATE : first ed., 1995 |
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2. TEXT -- REQUIRED or RECOMMENDED? : |
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COURSE #: D62 |
SECTION: 61 & 62 |
COURSE NAME: Retail and Sales Marketing |
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INSTRUCTOR: Robert Blattberg |
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CASEPACK (YES or NO?) : YES |
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FIRST ASSIGNMENT : None |
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1. TEXT -- REQUIRED or RECOMMENDED? : None |
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2. TEXT -- REQUIRED or RECOMMENDED? : |
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COURSE #: D66 |
SECTION: 81 |
COURSE NAME: Marketing Strategy |
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INSTRUCTOR: Timothy Calkins |
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CASEPACK (YES or NO?) : YES |
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FIRST ASSIGNMENT : Read Markstrat 3, Chapters 1-7 |
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1. TEXT -- REQUIRED or RECOMMENDED? : Required |
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AUTHOR : Larreche & Gatignon |
PUBLISHER : ITP |
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TITLE : Markstrat 3 |
ED./DATE : 3rd, 1998 |
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2. TEXT -- REQUIRED or RECOMMENDED? : Required |
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AUTHOR : Carpenter, Glazer & Nakamoto |
PUBLISHER : Addison-Wesley |
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TITLE : Readings on Market Driving Strategies: Towards a New Theory of Competitive Advantage |
ED./DATE : 1997 |
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COURSE #: D71 |
SECTION: 81 |
COURSE NAME: Transportation Marketing |
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INSTRUCTOR: Douglas Hagestad |
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CASEPACK (YES or NO?) : YES |
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FIRST ASSIGNMENT : READINGS IN THE CASE PACKET DESIGNATED FOR THE FIRST CLASS ON SEPTEMBER 29. "Participants in the Transportation Market," Author and Source unknown. "The Latest Buzz," Distribution, January, 1996. "Airline Profits Taken to Heights," Chicago Tribune, April 23, 1998. "European Low Cost Carriers Begin to gain ground," Business Travel News, June 15, 1998. "Commission Caps Save Domestic Airlines $59.4 Million in May," Travel Weekly, June 30, 1997. "GAO, Justice, Buyers Show Concern Over Alliances," Business Travel News, June 15, 1998. "Airlines, Forwarders say Wealth of Freight is Straining Slow-Growing Capacity," Traffic World, May 8, 1995. "Where the Money is," Distribution, July, 1997. "Borne in the USA," Inbound Logistics, January, 1998. "American Railroads - A Primer," Hagestad, Speech to Railroad Financial Conference, June 20, 1996. "Study Predicts Doubling of Box Traffic," American Shipper, April 1996. "The Service Driven Company," Schlesinger and Heskett, Harvard Business Review, Oct-Nov., 1991. "Complaint Resolution," Frequent Flyer, September, 1996. "Views Differ Sharply on Carrier Marketing Efforts," Traffic Management, August 1984. "Relationships," John H. Winner, Progressive Railroading, February, 1996. |
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1. TEXT -- REQUIRED or RECOMMENDED? : NONE |
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2. TEXT -- REQUIRED or RECOMMENDED? : |
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COURSE #: D99 |
SECTION: ? |
COURSE NAME: Independent Study |
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INSTRUCTOR: Dawn Iacobucci |
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CASEPACK (YES or NO?) : NO |
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FIRST ASSIGNMENT : None |
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1. TEXT -- REQUIRED or RECOMMENDED? : Required |
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AUTHOR : J. Scott Long |
PUBLISHER : Sage |
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TITLE : Covariance Structure Models: An Introduction to LIREL |
ED./DATE : 1st, 1983 |
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2. TEXT -- REQUIRED or RECOMMENDED? : Required |
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AUTHOR : E. Kevin Kelloway |
PUBLISHER : Sage |
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TITLE : Using LISREL for Structural Equation Modeling |
ED./DATE : 1st, 1998 |
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COURSE #: E20 |
SECTION: 21 |
COURSE NAME: Ph.D. Seminar |
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INSTRUCTOR: Greg Carpenter |
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CASEPACK (YES or NO?) : YES |
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FIRST ASSIGNMENT : NONE |
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1. TEXT -- REQUIRED or RECOMMENDED? : NONE |
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2. TEXT -- REQUIRED or RECOMMENDED? : |
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COURSE #: E20 |
SECTION: 21 |
COURSE NAME: Ph. D. seminar |
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INSTRUCTOR: Dawn Iacobucci |
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CASEPACK (YES or NO?) : Yes |
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FIRST ASSIGNMENT : None |
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1. TEXT -- REQUIRED or RECOMMENDED? :Required |
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AUTHOR : Geoffrey Keppel |
PUBLISHER : Prentice Hall |
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TITLE : Design and Analysis: A Researcher's Handbook |
ED./DATE : 3rd, 1991 |
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2. TEXT -- REQUIRED or RECOMMENDED? : Required |
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AUTHOR : Bray, J.H. and Maxwell, S.E. |
PUBLISHER : Sage |
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TITLE : Multivariate Analysis of Variance |
ED./DATE : 1st, 1985 |
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3. TEXT - REQUIRED OR RECOMMENDED?: Required |
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AUTHOR: McCain & Segal |
PUBLISHER: Brooks/Cole |
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TITLE: The Game of Science |
ED/DATE: 5th, 1988 |
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4. TEXT - REQUIRED OR RECOMMENDED?: Recommended |
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AUTHOR: Iverson & Norpoth |
PUBLISHER: Sage |
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TITLE: Analysis of Variance |
ED/DATE: 1st, 1986 |
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COURSE #: G14A |
SECTION: 81 |
COURSE NAME: Creating an Innovation Mindset |
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INSTRUCTOR: Scott Davis/ Tom Kuczmarski |
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CASEPACK (YES or NO?) : NO – Assignments and homework will be distributed prior to each class. |
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FIRST ASSIGNMENT : 1) Kuczmarski, "Innovation: Leadership Strategies for the Competitive Edge" Chapter 1 and Chapter 3. 2) "PDMA Research on N.P. Development Practives…", Griffin, Journal of Product Innovation Management, page 429, 1997. **Please pick up in the Marketing Dept. – 4th floor, Leverone Hall ** |
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1. TEXT -- REQUIRED or RECOMMENDED? : Required |
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AUTHOR : Kuczmarksi, Thomas |
PUBLISHER : NTC (Business Books) Publishing |
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TITLE : Innovation & Leadership Strategies for the Competitive Edge |
ED./DATE : 1 |
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