Syllabus - This section contains information about objectives and details of the class as well as an overall schedule.
Syllabus Introduction: This contains the background and objectives for the course.
Syllabus Organization - Contains information about how the class is organized.
Syllabus Grading: Breaks down how your grade is determined
Syllabus - Requirements: Elaborates on class requirements
Syllabus - Material: Lists the readings and other course materials
Syllabus - Schedule: A class schedule listing guest speakers, assignments, etc...
Syllabus - Acknowledgments: Giving credit where credit is due.
At a Glance - Click here for overviews of each class, posted after the end of class.
Cases - This section contains preparation questions for the cases discussed in class.
Readings - This section contains a list of the articles and cases contained within the course pack.
Powerpoint Files - This section contains the PowerPoint lecture files.
Groups - The group listings for the class are located here.
Videos - Downloadable or streaming versions of the various videos shown in class.
Teaching Assistants - A list of the teaching assistants, with their contact information.
Contact Information - Contact information for the professor, including phone number, e-mail, and office hours.
Newsgroups - Links to the class newsgroups.
Link to a Speaker Series PDF
PharmaSim Webpage
FuquaWorld
Fuqua Home
Readings

This section lists the readings for the class contained in the coursepack.

Cases:

  1. Procter & Gamble (A) (HBS 9-584-047)
  2. Cafe de Colombia (HBS 9-502-024)
  3. Bayer AG (A) (HBS 9-598-031)
  4. Marketing and the NHL (HBS 9-596-059)
  5. The Black & Decker Corporation (A): Power Tools Division (HBS 9-595-057)

Readings:

  1. World's Most Valuable Brands
  2. Lehmann, Donald R., and Russell S. Winer (1997), "Marketing Planning (Chapter 2)," Product Management, Irwin/McGraw-Hill, Chapter 1, pp.1-27.
  3. Ad Age Marketer of the Year
  4. The Power of Private Label
  5. The End of TV
  6. Abraham, Magid M. and Leonard M. Lodish (1990), "Getting the Most Out of Advertising and Promotion, Harvard Business Review, 68(3) May-June, 50-60.
  7. Blattberg, Robert C., Richard Briesch, and Edward J. Fox (1995), "How Promotions Work," Marketing Science, 14(3) Part 2 of 2, G122-132.
  8. Lodish, Leonard M. et al. (1995), "How T.V. Advertising Works: A Meta-Analysis of 389 Real World Split Cable T.V. Advertising Experiments," Journal of Marketing Research, 32(2), 125-139.
  9. Quelch, John A. and David Kenny (1994), "Extend Profits Not Product Lines," Harvard Business Review, 72(5) September-October, 153-160.
  10. Shouten, John W., and James H. McAlexander, "Subcultures and Consumption: An Ethnography of the New Bikers," Journal of Consumer Research, 22 (June), 43-61.