Marketing Department

Spring Quarter 2004

Book List and First Assignment

COURSE #: MKT430

SECTION: 91

COURSE NAME: MARKETING MANAGEMENT

INSTRUCTOR: ALEXANER CHERNEV

CASEPACK (YES or NO?) : YES

FIRST ASSIGNMENT: SEE WEBSITE – CHERNEV.COM/FIRSTCLASS

1.  TEXT  --   REQUIRED  or  RECOMMENDED?: RECOMMENDED

AUTHOR: KOTLER

PUBLISHER: PRENTICE HALL

TITLE: MARKETING MANAGEMENT

ED./DATE:

 

FIRST CLASS ATTENDANCE  IS MANDATORY

  

 


COURSE #: 450

SECTION:  61

COURSE NAME:  Research Methods in Marketing

INSTRUCTOR:  Karsten Hansen

CASEPACK (YES or NO?)  Yes

FIRST ASSIGNMENT:  Mandatory attendance required of the first day of class. 

Read Chapters 1 and 3, skim Chapter 2. Read Case 3-1 (“A VideOcart Test for Bestway Stores”) in text book.

1.  TEXT  --   REQUIRED 

AUTHOR:  David A. Aaker, V.Kumar, George S. Day   

PUBLISHER:  Wiley

TITLE:  Marketing Research (with SPSS student version)

ISBN 0-471-45885-6

ED./DATE:  8th/2004

 

COURSE #: 450

SECTION:  62

COURSE NAME:  Research Methods in Marketing

INSTRUCTOR:  Karsten Hansen

CASEPACK (YES or NO?)  Yes

FIRST ASSIGNMENT:  Mandatory attendance required of the first day of class. 

Read Chapters 1 and 3, skim Chapter 2. Read Case 3-1 (“A VideOcart Test for Bestway Stores”) in text book.

1.  TEXT  --   REQUIRED 

AUTHOR:   David A. Aaker, V.Kumar, George S. Day

PUBLISHER:  Wiley

TITLE:  Marketing Research (with SPSS student version)

ISBN 0-471-45885-6

ED./DATE:  8th/2004

 

COURSE #: 450

SECTION:  63

COURSE NAME:  Research Methods in Marketing

INSTRUCTOR:  Schieffer

CASEPACK (YES or NO?)  Yes

FIRST ASSIGNMENT:

1) Read Introduction of Customer Insight book which is posted on the course Blackboard

2) Read Lecture 1 Slides on Blackboard

3) Read course syllabus thoroughly

4) Review course roster and begin to form teams of 4 - 5 students for group assignments

5) Begin to think about a company sponsor, who needs customer input to make a Marketing decision, for your Marketing Research project

6) Review Chapters 1 and 2 of recommended text

1.  TEXT  --   REQUIRED  or  RECOMMENDED?  Recommended, especially for Marketing majors

AUTHOR: Churchill and Iacobucci

PUBLISHER Harcourt

TITLE: Marketing Research Methodological Foundations

ED./DATE:  Eighth Edition 2002

2.  TEXT  --   REQUIRED  or  RECOMMENDED?:

AUTHOR:

PUBLISHER:

TITLE:

ED./DATE:

 

COURSE #:  450

SECTION: 64

COURSE NAME: Research Methods in Marketing

INSTRUCTOR: Vincent Nijs

CASEPACK (YES or NO?) : Y

FIRST ASSIGNMENT: Please read Chapters 1 & 3 of the textbook and skim Chapter 2. Be prepared to discuss “Backward Market Research” by Andreasen. First class attendance is NOT mandatory.

TEXT  --   REQUIRED  or  RECOMMENDED?: Required

AUTHOR:  Aaker, Kumar, and Day

PUBLISHER: John Wiley & Sons Inc.

TITLE: Marketing Research (with SPSS Student Version) – ISBN 0-471-45885-6

ED./DATE: 8th

 

 

 

 

 

COURSE #:  451

SECTION:  61

COURSE NAME:  Policies in Marketing Channels

INSTRUCTOR:  Anne T. Coughlan

CASEPACK (YES or NO?)  Yes

FIRST ASSIGNMENT:  Purchase the case packet for the class and read the course syllabus.  Read chapters 1 and 2 of the textbook: Coughlan et. al. (2001) Marketing Channels, 6th editions. 

ATTENDANCE TO FIRST CLASS IS MANDATORY.  

1.  TEXT  REQUIRED

AUTHOR: Coughlan, Anne T.,  Erin Anderson,

 Louis W. Stern and Adel I. El-Ansary

PUBLISHER: Prentice Hall

TITLE:  Marketing Channels

ED./DATE:  6th edition, 2001

2.  TEXT  --  REQUIRED  or  RECOMMENDED?:

AUTHOR:

PUBLISHER:

TITLE:

ED./DATE:

 

COURSE #454

SECTION:  61

COURSE NAME: Advertising Marketing

INSTRUCTOR: Prof. Mary Pearlman

CASEPACK (YES or NO?): Yes

FIRST ASSIGNMENT:

1.        Please read all of Module I (History of Advertising) excluding the Frances, Berther, Alfreed case.

2.        First class attendance is mandatory unless discussed and excused by Prof. Pearlman

3.         Contact Phone #  ( 847 491 3522 or 847 920 9545 )

Please note: The first class will meet on Friday, April 2nd 2004. There will be no class held on Tuesday, March 30th.

1.  TEXT  -- REQUIRED or RECOMMENDED?  None

AUTHOR:

PUBLISHER:

TITLE:

ED./DATE:

2.  TEXT  -- REQUIRED or RECOMMENDED?

AUTHOR:

PUBLISHER:

TITLE:

ED./DATE:

 

COURSE #:  455

SECTION:   91

COURSE NAME:  Contextual Inquiry and Consumer Experience

INSTRUCTOR:  John F. Sherry, Jr.

CASEPACK (YES or NO?)   YES

FIRST ASSIGNMENT:  First class not mandatory. No first assignment.

1.  TEXT  --   REQUIRED 

AUTHOR:  Paco Underhill

PUBLISHER:  Simon & Schuster

TITLE: Why We Buy:  The Science of Shopping

ED./DATE:  2000  (paperback)

2.         TEXT  --   REQUIRED

AUTHOR:  John Lofland and Lyn H. Lofland

PUBLISHER:  Wadsworth Publishing

TITLE:  Analyzing Social Settings:  A Guide to Qualitative Observation and Analysis

ED./DATE:  1995  (paperback)

3.        TEXT  --   REQUIRED

AUTHOR:  Thomas Hine and Michael Pietsch

PUBLISHER:  Little, Brown & Co.

TITLE:  The Total Package:  The Secret History and Hidden Meanings of Boxes, Bottles, Cans and Other Persuas

ED./DATE:  1997  (paperback)

4.        TEXT  --   REQUIRED

AUTHOR:  Edward Tenner

PUBLISHER:  Random House, Inc.

TITLE:  Why Things Bite Back:  The Technology and the Revenge of Unintended Consequences

ED./DATE:  1997  (paperback)

5.        TEXT  --   REQUIRED

AUTHOR:   Donald A. Norman

PUBLISHER:  Doubleday & Co., Inc.

TITLE:  The Design of Everyday Things

ED./DATE:  1990  (paperback)

6.        TEXT  --   RECOMMENDED

AUTHOR:   Susan Squires and Bryan Byrne

PUBLISHER:  Bergin and Garvey

TITLE:  Creating Breakthrough Ideas

ED./DATE:  2002  (paperback)

7.        TEXT  --   RECOMMENDED

AUTHOR:   Jean-Marie Dru

PUBLISHER:  Wiley

TITLE:  Beyond Disruptions

ED./DATE:  2002  (paperback)

8.        TEXT  --   RECOMMENDED

AUTHOR:  Karl Scheibe

PUBLISHER:  Harvard University Press

TITLE:  The Drama of Everyday Life

ED./DATE:  2000  (paperback)

9.        TEXT  --  RECOMMENDED

AUTHOR:  Alex Shakar

PUBLISHER:  Harper Collins

TITLE:  The Savage Girl

ED./DATE:  2001

10.     TEXT  --  RECOMMENDED

AUTHOR:  Bruce Lawrence Berg

PUBLISHER:  Allyn & Bacon, Inc.

TITLE:  Qualitative Research Methods for the Social Sciences

ED./DATE:  2000  (paperback)

11.     TEXT  --  RECOMMENDED

AUTHOR:  Robert M. Emerson, Rachael I. Fretz and    Linda L. Shaw

PUBLISHER:  University of Chicago Press

TITLE:  Writing Ethnographic Fieldnotes

ED./DATE:  1995  (paperback)

12.     TEXT  --  RECOMMENDED

AUTHOR:  Grant David McCracken

PUBLISHER:  Sage Publications, Inc.

TITLE:  The Long Interview

ED./DATE:  1988  (paperback)

13.     TEXT  --  RECOMMENDED

AUTHOR:  David W. Stewart and Prem N. Shamdasani

PUBLISHER:  Sage Publications, Inc.

TITLE:  Focus Groups:  Theory and Practice

ED./DATE:  1990   (paperback) 

14.     TEXT  --  RECOMMENDED

AUTHOR:  John F. Sherry, Jr.

PUBLISHER:  Sage Publications, Inc.

TITLE:  Contemporary Marketing and Consumer Behavior:                      An Anthropological Source Book

ED./DATE:  1995  (paperback)

15.     TEXT  --  RECOMMENDED 

AUTHOR: Paul du Gay, Stuart Hall, Linda Janes,                           Hugh MacKay and Keith Negus

PUBLISHER:  Sage Publications, Inc.

TITLE:  Doing Cultural Studies:  The Story of the Sony Walkman

ED./DATE:  1997   (paperback)

16.     TEXT  --  RECOMMENDED

AUTHOR:  John F. Sherry, Jr.

PUBLISHER:  NTC Business Books

TITLE:  Servicescapes:  The Concept of Place in Contemporary Markets

ED./DATE:  1998  (paperback)

17.     TEXT  --  RECOMMENDED

AUTHOR:   Henry Petroski

PUBLISHER:  Random House

TITLE: The Evolution of Useful Things

ED./DATE:  1994  (paperback)

 

COURSE #:  465

SECTION:  61

COURSE NAME:   Introduction to New Products and Services

INSTRUCTOR:  Robert Kozinets

CASEPACK:  YES

FIRST ASSIGNMENT:  Attendance to first class is NOT mandatory. 

Visit the course web-page and familiarize yourself with the course.  Download and read course materials.  Read assigned readings for Class 1 in the updated and current web-page version (which supercedes all printed versions in the course pack). 

1.  TEXT:  REQUIRED 

AUTHOR:  Merle Crawford and Anthony Di Benedetto

PUBLISHER:  McGraw Hill

TITLE:  New Products Management

ED./DATE:  7th Edition, 2003

 

COURSE #466

SECTION:  61

COURSE NAME: Marketing Strategy

INSTRUCTOR: Prof. Julie Hennessy

CASEPACK (YES or NO?): Yes

FIRST ASSIGNMENT:

1.        Carpenter, “Rewriting the Rules of the Marketing Game,” Financial Times.

2.        Shapiro, “What the Hell is ‘Market Oriented’?” Harvard Business Review, 1998.

3.        Gouillart & Sturdivant, “Spend a day in the Life of Your Customers”, HarvardBusiness Review, 1994.

First class mandatory unless you’re excused by me first.

1.  TEXT  -- REQUIRED or RECOMMENDED?  Required

AUTHOR: Larreche & Gatignon

PUBLISHER: Southwestern Pub.

TITLE: Markstrat 3

ED./DATE: 3rd Edition, May 6, 1997

2.  TEXT  -- REQUIRED or RECOMMENDED?

AUTHOR:

PUBLISHER:

TITLE:

ED./DATE:

 


COURSE #466

SECTION:  62

COURSE NAME: Marketing Strategy

INSTRUCTOR: Prof. Julie Hennessy

CASEPACK (YES or NO?): Yes

FIRST ASSIGNMENT:

1.        Carpenter, “Rewriting the Rules of the Marketing Game,” Financial Times.

2.        Shapiro, “What the Hell is ‘Market Oriented’?” Harvard Business Review, 1998.

3.        Gouillart & Sturdivant, “Spend a day in the Life of Your Customers”, HarvardBusiness Review, 1994.

First class mandatory unless you’re excused by me first.

1.  TEXT  -- REQUIRED or RECOMMENDED?  Required

AUTHOR: Larreche & Gatignon

PUBLISHER: Southwestern Pub.

TITLE: Markstrat 3

ED./DATE: 3rd Edition, May 6, 1997

2.  TEXT  -- REQUIRED or RECOMMENDED?

AUTHOR:

PUBLISHER:

TITLE:

ED./DATE:

 

COURSE #: 466

SECTION:  63

COURSE NAME: Marketing Strategy

INSTRUCTOR: Tim Calkins

CASEPACK (YES or NO?) Yes

FIRST ASSIGNMENT: Read:  Article from case pack “What Is Strategy”

1.  TEXT  --   REQUIRED  or  RECOMMENDED?  Required

AUTHOR: Larreche and Gatignon

PUBLISHER  Scientific

TITLE: Markstrat3

ED./DATE:  1997

2.  TEXT  --   REQUIRED  or  RECOMMENDED?:  Recommended

AUTHOR:  Walker, Boyd, Mullins, Larreche

PUBLISHER:  McGraw-Hill

TITLE:  Marketing Strategy

ED./DATE:  4th edition

 

COURSE #:  467

SECTION:  91

COURSE NAME:  International Marketing

INSTRUCTOR: Philip Corse

CASEPACK (YES or NO?)  Yes

FIRST ASSIGNMENT: Attendance is mandatory for first class meeting

Study Chapters 1 and 2…be prepared to discuss the Mary Kay in China market forecasting methods.

Read Chapter 8 and “Distance Still Matter” article in case packet.

1.  TEXT  --   REQUIRED  or  RECOMMENDED?  Required

AUTHOR: David Arnold

PUBLISHER: Prentice Hall

TITLE: The Mirage of Global Markets ISBN 0-13-047066-X

ED./DATE: 2004

2.  TEXT  --   REQUIRED  or  RECOMMENDED?:

AUTHOR: 

PUBLISHER: 

TITLE:

ED./DATE: 

 

COURSE #:  MKTG-468-0

SECTION:  61 & 62

COURSE NAME: Technology Marketing

INSTRUCTOR:  Mohan Sawhney

CASEPACK (YES or NO?) :  YES

FIRST ASSIGNMENT: Yes!  Please see course page - http://courses.northwestern.edu/

1.  TEXT  --   REQUIRED  or  RECOMMENDED?:  NONE

AUTHOR:

PUBLISHER:

TITLE:

ED./DATE:

2.  TEXT  --   REQUIRED  or  RECOMMENDED?:

AUTHOR:

PUBLISHER:

TITLE:

ED./DATE:

 

COURSE #:  913

SECTION:  81

COURSE NAME:  Internet Marketing

INSTRUCTOR:   Patrick Duparcq

CASEPACK:  YES

FIRST ASSIGNMENT: 

Mandatory attendance required of the first day of class.

Pre-Course Questionaire:
Please take the Pre-Course Questionaire that will be available online here > (http://www.kellogg.northwestern.edu/faculty/duparcq/mba2004/syllabus/syllabus_questionnaire.html), before you come to class. Familiarize yourself with the class website: http://www.kellogg.northwestern.edu/faculty/duparcq/mba2004/syllabus/

Required Readings:

1.        Adrian J. Slywotzky; Clayton M. Christensen and Richard S. Tedlow; and Nicholas G. Carr. "The Future of Commerce", Harvard Business Review, Reprint ROOII2, Jan.-Feb. 2000.

2.        Timothy M. Laseter, Patrick W. Houston, Joshua L. Wright and Juliana Y. Park, "Amazon Your Industry: Extracting the Value From the Value Chain", Strategy & Business, Booz, Allen and Hamilton, First Quarter, 2000, 12p.

Assignment 1: Choiceboards and hypermediaries (Individual Assignment)
DUE DATE:           First day of class
SUBMISSION:       Submit in class.
LENGTH:               maximum 2 pages

Choose an industry of choice (other than PCs, CDs, or books) where you think choiceboards can work.

a.        Describe 5 characteristics/aspects of good choiceboards. (5 pts)

b.        The article "The Future of Commerce" states that the rise of "choiceboards" is redistributing power within an industry. Compare 2 companies; one that successfully uses/controls/manages consumer choiceboards, another that does less good. Use the following table to support your discussion (don't limit your discussion to completing the table!): (5 pts)

Characteristics of good Choiceboards

Company 1
(A / B / C / D)*

Company 2
(A / B / C / D)*

Characteristic 1
Characteristic 2
Characteristic 3
Characteristic 4
Characteristic 5

    

(*) A = Very Good; B = Reasonable; C = Not Good; D = Absent

c.        Indicate how in your chosen industry that you chose in (a) over time, channels have evolved (stay with the same industry) . Does the "patterns of disruption" concept apply? Make sure to describe channels in terms of price, service, choice, reach of customers. Start with completing the following table: (5 pts)

Distribution Channel Types (*)

Price

Service

Choice Variety

Customers Reached

Inventory Turnover

Type 1
Type 2
Type 3
Type 4
Type 5
Type 6
Etc.

         

(*) Channel Type 1 is early in the history of the industry, disintermediated by Channel Type 2, etc.

d.        Are there any "new hypermediaries" in this industry? Who are they? (5 pts)

1.  TEXT  --NONE 

AUTHOR:

PUBLISHER

TITLE:

ED./DATE: