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MKTG 4100 - Fehl
Fall 2024. Marketing Management
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Library Website Orientation Tutorial
Readings & Podcasts
Podcasts & Readings (Spring 2024)
Reading One: Strategy
Reading Two: Markets
Reading Three: Segmentation
Reading Four: Products and Services
Reading Five: New Market Entry and Innovation
Reading Six: Channels
Reading Seven: Pricing
Reading Eight: Promotion
Reading Nine: B2B
Reading Ten: Managing through crises
Cases for Marketing Management
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Case 1 - Strategy
Case 2 - Segmentation
Case 3 - Pricing
Case 4 - Channels
Case 5 - Promotion
Case 6 - Managing through Crises
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Library Instruction Recap
Podcasts & Readings (Spring 2024)
Readings & Podcasts
Reading One: Strategy
Assignment 1: NPR Podcast Planet Money Indicator: The grim reaper of retail: Spirit Halloween (Octpber 31, 2022) [10 minutes]
Assignment 2: 8 Companies That Changed Their Names to Signal a Strategy Shift, The New York Times, October 28, 2021.
Assignment 3: The Big Lie of Strategic Planning, Harvard Business Review, January/February 2014, 92 (1-2), pp. 78-84.
Reading Two: Markets
Assignment 4: Podcast NPR Planet Money Indicator: The Hidden market for your location data (November 1, 2022) [9 minutes]
Assignment 5: Jain, Sanjula, Health Care Systems Need to Better Understand Patients as Consumers, HBR Digital Article, April 10, 2023.
Assignment 6: Don’t Underestimate the Power of Luck When It Comes to Success in Business. Harvard Business Review Digital Articles. June 2021, p. 1-6.
Reading Three: Segmentation
Assignment 8: Bernot, Kate (4 August 2022), Craft beer is polarizing: More drinkers want high ABV or none at all, Washington Post, Retrieved from https://www.washingtonpost.com/food/2022/08/04/craft-beer-abv-ipas-nonalcoholic/
Assignment 7: Podcast Planet Money: HBO 2.0 (January 7, 2022) [18 minutes]
Assignment 9: An Anthropologist Walks into a Bar...
Harvard Business Review. March 2014, 92 (3), p. 80-88
Reading Four: Products and Services
Assignment 10: Podcast NPR Hidden Brain: How Brands Become Part of Who We Are (July 1, 2019) [33 minutes]
Assignment 11: Deriving Value From Conversations About Your Brand, MIT Sloan Management Review, 60 (2), Winter 2019, p. 72-77.
Assignment 12: Want More Loyal Customers? Offer a Community, Not Rewards. Harvard Business Review, January/February 2021.
Assignment 13: Riesterer, Tim, How to Apologize to a Customer When Something Goes Wrong, HBR Digital Articles, 5/5/2023
Reading Five: New Market Entry and Innovation
Assignment 14: Podcast NPR Planet Money Indicator: Revitalizing American Innovation (December 12, 2022) [9 minutes]
Assignment 15: The New-Market Conundrum: In emerging industries the usual rules of strategy don’t apply. Harvard Business Review. May/June 2020, 98(3), p. 74-83
Assignment 16: Why Starbucks Succeeded in China: A Lesson for All Retailers, Forbes, August 24, 2017
Reading Six: Channels
Assignment 17: Podcast Planet Money: Of boats and boxes (November, 17, 2021) [23 minutes]
Assignment 18: McDonald's Has a McSpicy Problem: An Indian Partner Has Gone Rogue; After the restaurant giant tried to pull out of about 150 restaurants, a defiant franchisee vows to keep serving, Wall Street Journal, October 9, 2017
Assignment 19: Why Tesla Soared as Other Automakers Struggled to Make Cars, New York Times, January 8, 2022
Reading Seven: Pricing
Assignment 20: Podcast Planet Money: Auction Fever (November 12, 2021) [15 minutes]
Assignment 21: Wartzman, Rick and Kelly Tang (13 June 2022) Kelly. Which Companies Can Raise Prices? Certain businesses can increase prices without angering customers. For others, it isn't so easy. Wall Street Journal.
Assignment 22: Pricing Policies That Protect Your Brand, Harvard Business Review, March 2020, 98(2), p. 76-83.
Reading Eight: Promotion
Assignment 23: Podcast Planet Money: This is your brain on drug ads (Septemeber 8, 2021) [21 minutes]
Assignment 24: Ordabayeva, Nailya (November/December 2022), Negative Reviews Can Boost Sales Even More Than Positive Ones, Harvard Business Review.
Assignment 25: Hear That? It’s Your Voice Being Taken for Profit. The New York Times, September 12, 2021
Assignment 26: Salespeople, Stop Worrying About Being Liked, Harvard Business Review Digital Articles, March 2019.
Reading Nine: B2B
Assignment 28: B2B Customers Expect More Than Ever. Demand Centers Can Help. Harvard Business Review Digital Articles. August 2021, p. 1-6.
Assignment 29: Sinha, Prabhakant, Shastri, Arun, and Lorimer, Sally E. B2B Sales Culture Must Change to Make the Most of Digital Tools, HBR Digital Articles, 3/15/2023.
Assignment 27: Podcase Apple Podcast B2B Marketing & Sales: Why can’t sales and marketing get along [24 minutes]
Reading Ten: Managing through crises
Assignment 30: Podcase Podcast Planet Money: China's real estate crisis, explained (November 15, 2023) [20 minutes]
Assignment 31: Shapira, Alison, How to Talk to Your Team About Distressing News Events HBR Digital Articles. 3/7/2022.
Assignment 32: The Overlooked Partners That Can Build Your Talent Pipeline, MIT Sloan Management Review, March 2021, Vol 62, Issue 3, p. 1-7
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