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revised Oct 4 2001

Babson College
F.W. Olin Graduate School of Business

MARKETING SYSTEMS/MICROECONOMICS CLUSTER COURSE
"MARKETS AND MARKETING"
Fall 2001
Professors Larry Isaacson & Kent Jones
Preliminary Course Outline – Subject to Change
To See Assignments for Class/Week, Click on Class/Week:
Class/Week: 1 2 3 3a 4 5 6 7 7a 8 9 0 10a 11 12 13 13a 14
(Go to e-campus)
(Go To Babson Library)

1. 9/11 Introduction to the Course ECONOMICS 7000: Introduction, Economics and Sustainable Market Strategy;
Brief Review of Supply and Demand Analysis.
MARKETING 7000: Introduction, Markets, Marketing Mix, Marketing Strategy, Marketing Plans (Asst)

MKTG: Marketing Stream Information (Read on Web)
MKTG: Course Description (Read on Web)
MKTG: Presentation: Introduction to the Stream (Read/Download)

ECON: ECON Stream Information (Read on Web)
MKTG/ECON: Note on Case Analysis and Classroom Discussion (Read on Web)
MKTG/ECON: The use of icampus in the cluster course (Read)

Readings:
MKTG/ECON: HBR: Porter, How Competitive Forces Shape Strategy
ECON: Financial Times, John Kay: Happy Combination, (coursepack #1)
ECON Reading: Keat/Young, Chapter 3.
ECON Reading: Lecture Notes on Demand/Supply (lecture notes)
ECON Reading (supplemental): Keat/Young, Chapters 1-2.

2. 9/18 (Economics Evening): The Nature of Markets, Attribute Model (Go to e-campus)

ECON Reading: Douglas Chap.3: Attribute Analysis (coursepack #13)
ECON Reading: Lecture Notes, Rational Choice & Prod. Attributes Model (lecture notes)
ECON Reading: Digital Snap (coursepack #2 and #3)

ECON Reading Everything You Need to Know about Derivatives (lecture notes)
ECON: Lecture Notes Assignment: Product Attributes Model (lecture notes) 3. 9/25 (Marketing Evening) Market Segmentation/Product Differentiation (Go to e-campus) MKTG Case: Proctor & Gamble Company (A) (Read on Web)
MKTG: READ: Matsuno, Note on Consumer Decision Making Processes (Read)
MGTG: READ: Matsuno, Note on Market Definition and Segmentation (Read)
MKTG Read: Kotler c 2 & 11 3a. 9/29 (Saturday Morning, Economics) Elasticity and Demand Estimation (Go to e-campus) ECON: The Demand Function, Revenues and Objectives of the Firm
ECON: Reading: Keat/Young, Chap. 4, Chap. 9 (pp.373-377)
ECON: Lecture Note: Elasticities of Demand (lecture notes)
ECON Case: Staples/Office Depot Decision (Read)
ECON Reading: Keat/Young, Chapter 5
ECON: Regression Equations and Diagnostics (lecture notes)
Problems: Deck & Blacker, Fritz Reinhart, Mrs. Jelineck's Deluxe Pies (lecture notes)
ECON: Note on Confidence Intervals (Read)
***ECON: Hand Out Problem Set #1, Due 10/9 4. 10/2 (Marketing Evening) Markets and Market Research, Chicago Fashion Case (Go to e-campus) MKTG Case:Maison Bouygues (Asst)
MKTG/ECON: HBR: Porter, What is Strategy?
READ: Matsuno, Note on Targeting and Positioning (Read)
MKTG Read: Kotler c 9 & 10Economics Evening: Elasticity and Demand Estimation Go to e-campus

MKTG Case: Chicago Fashion Study (Asst)
READ: Chicago Fashion: MiniTab Start-up Note (Read Minitab startup note)
READ: Supplement: Chicago Fashion Study I: Using MiniTab to Help Analyze the Data (Read)
READ: Chicago Fashion Study I: Questions/Code Sheet for the GURNEY.MTB Data Set

(Download .xls file from Website)    (Download MiniTab file) Supplement: Chicago Fashion Study I: Additional Minitab Techniques (Read)
Supplement: Chicago Fashion Study I: Using MiniTab to Graph the Data. (Read)
Supplement: Chicago Fashion Study I: Some Examples (Read)
MKTG Read: Kotler c 4 & 6 5. 10/9 (Economics Evening) Production and Cost Theory (Go to e-campus) ECON : See ecampus syllabus for class #5. 6. 10/16 (Marketing Evening) Markets/Market Models and Strategy (Go to e-campus) MKTG/ECON: Workshop/Presentations: Chicago Fashion II (Asst) 7. 10/23 Building Marketing Programs, ECON (Go to e-campus) MKTG Case: Gallo Rice   (Asst)
MKTG/ECON Case: Gallo Rice II   (READ)
READ: 9 Key Steps To Developing And Managing Marketing Programs (Read)
MKTG Read: Kotler c 12 & 13
***MKTG: Assign Gallo Memo due 11/6

ECON: TBA

7a. 10/27 (Saturday Morning) ECON MID-TERM Prep and Market Modeling Workshop (Go to e-campus) ECON: Review for Mid-Term Exam

MKTG: Introduction to the Optical Distortion Inc. Case (Asst)
Supplement: Optical Distortion Inc.: Using the Markov Model (Read)
ODI Model for EXCEL 97/2000(Download"r") (Download"ra") (Download"rr")
MKTG Read: Kotler c 7

8. 10/30 (Economics Evening) Mid Term (Go to e-campus) ECON: In-Class Mid-Term 9. 11/6 (Marketing Evening) Industrial Product Market Structures and Life Cycles (Go to e-campus) MKTG Case: ODI Memo and Spreadsheet (Asst)
MKTG Read: Kotler c 16 & 20
***MKTG: Assign ODI Memo/Spreadsheet for 11/17
***MKTG: Gallo Memo Due 10. 11/13 (Economics Evening) Market Structure and Pricing Practices (Go to e-campus)

ECON : See ecampus syllabus for class #10.

10a. 11/17 (Saturday Morning, Marketing) Marketing and the Internet (Go to e-campus)

MKTG Case: Dell Online (Asst)
MKTG Case: BizRate
MKTG: HBS: Note on Marketing and the World Wide Web
MKTG Read: Kotler c 21 & 17
***MKTG: ODI Memo/Spreadsheet Due

11. 11/20 (Marketing Evening) Influencing Markets (Go to e-campus)

MKTG Case: BMW3 (Asst)
MKTG Read: Kotler c 18 & 19ECON: Economics of Mark-Up Pricing
MKTG Case: American Airlines: 3 Class Service (Asst)
MKTG Read: Kotler c 15

12. 11/27 (Economics Evening)Pricing/Influencing Markets (Go to e-campus) ECON : See ecampus syllabus for class #12. 13. 12/4 Economics of Competitive Markets (Go to e-campus) ECON : See ecampus syllabus for class #13. 13a. 12/8 (Saturday Morning) MARKETING FINAL (Go to e-campus) MKTG: TEAM PRESENTATIONS (Asst)(Grading) 14. 12/11 ECON. FINAL EXAM (Go to e-campus)

TBA: ECON: P. Ghemawat, Building Strategy on the Experience Curve, HBR (coursepack #4)
ECON: Argote and Epple, "Learning Curves in Manufacturing" (coursepack #5)
ECON: Cost Worksheet Assignments (lecture notes)
ECON Reading: Keat/Young Chap. 8, (pp. 312 - 331)
ECON Reading: Douglas, Chap. 7 (coursepack #6)
ECON Reading: Keat/Young, Chap, 13