The course is organized so that each class revolves around a case discussion and a theory discussion. Copies of the slides for the theory discussions are available in the table below. Full citations for the case studies can be found on the readings page.In addition to participating actively during class, students should e-mail the instructors before the case discussion each week to point out three of the case's major concepts.
| 1 | Case: FedEx
Introduction (PDF) | | 2 | Case: Calyx and Corolla
Theory: Customer Life Time Value (PDF) | | 3 | Case: Population Services
Theory: Decision Making (PDF) | | 4 | Case: Coke
Theory: Pricing I (PDF) | | 5 | Case: Rohm and Haas
Theory: Pricing II (PDF)
The Psychology of Pricing (PDF) | | 6 | Case: BMW Films
Theory: Advertising (PDF) | | 7 | Midterm Exam | | 8 | Case: Zenith
Theory: Diffusion | | 9 | Case: Humminbird
Theory: Product Development (PDF) | | 10 | Case: Yoplait
Theory: Research Methods (PDF) | | 11 | Cases: Xerox and Intuit
Theory: Customer Satisfaction (PDF) | | 12 | Cases: Barco and Swatch
Theory: Product Life Cycle (PDF) | | 13 | Cases: Levi's, and Black and Decker
Theory: Branding (PDF) | | 14 | Presentations and Simulation | | 15 | Final Exam |
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