syl92
revised May 25, 2000
Babson College
F.W. Olin Graduate School of Business

MARKETING SYSTEMS/MICROECONOMICS CLUSTER COURSE
"MARKETS AND MARKETING"
Fall 2000
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    4  4a   5  6    7  7a    8  9   10  10a 11   12  13   13a 14
(Go to e-campus)
(Go To Babson Library)

1. 9/6 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)

Course Description:
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,
ECON Reading: Keat/Young, Chapter 3.
ECON Reading: Lecture Notes on Demand/Supply  (coursepack)
ECON Reading (supplemental): Keat/Young, Chapters 1-2.

 2. 9/13 (Economics Evening): The Nature of Markets and Market Segmentation/Product Differentiation (e-campus)
ECON Reading: Douglas Chap.3 (coursepack)
ECON Reading: Lecture Notes, Rational Choice & Prod. Attributes Model (coursepack)
ECON Reading: Digital Snap (coursepack)
ECON Reading Everything You Need to Know about Derivatives.(coursepack)
ECON: Lecture Notes Assignment: Product Attributes Model (coursepack)
3. 9/20 (Marketing Evening) The Nature of Markets and Market Segmentation/Product Differentiation   (e-campus) MKTG Case: Proctor & Gamble Company (A) (Asst)
MKTG: Introduction to the Elements of Marketing  (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 4. 9/27  Demand, Markets and Market Research, The Chicago Fashion Case  (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  (e-campus)

MKTG Case: Chicago Fashion I   (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) 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 4a. Elasticity and Demand Estimation, Markets and Marketing Systems ECON: The Demand Function, Revenues and Objectives of the Firm
ECON: Reading: Keat/Young, Chap. 4 (pp.110-126and Chap 11(pp443-4)
ECON: Lecture Note: Elasticities (coursepack)
ECON: Reading:
Keat/Young, Chap. 4, continued (pp.127-138)
ECON Reading: Lecture Notes (coursepack)
ECON Case: Staples/Office Depot Decision  (Read)
ECON Reading: Keat/Young, Chapter 5
Mrs. Jelineck's Deluxe Pies
ECON: Note on Confidence Intervals  (Read)
***ECON: Hand Out Problem Set #1, Due 10/11 5. 10/4 (Economics Evening) Production and Cost Theory
ECON Reading: Lecture Notes: Production and Cost Theory (coursepack)
ECON: Lecture Notes: Worksheet Assignments (coursepack)
ECON: Keat/Young, (pp. 260-273; pp.312-324)
6. 10/11 Markets/Market Models and Strategy (e-campus) MKTG/ECON: Workshop/Presentations: Chicago Fashion II (Asst)

***ECON: Problem Set #1, DueTonight

 7. 10/18 Building Marketing Programs, ECON Review
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 11/2
ECON: Review for Mid-Term Exam
7a. 10/23  (Saturday Morning) ECON MID-TERM and Market Modeling Workshop   (e-campus)
 ECON: In-Class Mid-Term
MKTG: Introduction to the Optical Distortion Inc. Case (Asst)
Supplement: Optical Distortion Inc.: Using the Markov Model (Read)
ODI Model:  Download from Website (Download"r")(Download"ra")(Download"rr")
MKTG Read: Kotler c 7 8. 10/25 (Economics Evening)  Strategic Cost and Contribution Analysis (e-campus) ECON: P. Ghemawat, Building Strategy on the Experience Curve, HBR (coursepack)
ECON: Cost Worksheet Assignments (coursepack)
ECON Reading: Keat/Young  (pp. 324-346; pp.498-520)
ECON Reading: Douglas, Chap. 7  (coursepack)9. 11/1 9. (Marketing Evening) Industrial Product Market Structures and Life Cycles  (e-campus) MKTG Case:  Lotus Business Partners.  (Asst)
MKTG Case: ODI Memo and Spreadsheet   (Asst)
MKTG Read: Kotler c 16 & 20
***MKTG: Gallo Memo Due
***MKTG: Assign ODI Memo/Spreadsheet  for 11/13 10.  11/9 Market Structure and Pricing Practices (e-campus)
ECON: Lecture Notes: Pure Competition  (coursepack)
ECON Reading: Keat/Young, Chap. 11 (pp.440-423) plus pp. 447-450)521-525
ECON Reading: "The Diamond Business", Economist, Dec. 20, 1997 (coursepack).

MKTG Case: American Airlines:  3 Class Service  (Asst)
MKTG Read: Kotler c 15

10a. 11/13 (Saturday Morning, Marketing)  Marketing and the Internet    (e-campus)
MKTG Case: Dell Online  (Asst)
MKTG: HBS: Note on Marketing and the World Wide Web
MKTG Read: Kotler c 21 & 17
***MKTG: ODI Memo/Spreadsheet Due
11. 11/15 (Economics Evening) Pricing  (e-campus)
ECON: Economics of Mark-Up Pricing
ECON Reading: P. Drucker, " The Five Deadly business Sins", WSJ, Oct. 21, 1993
ECON Reading: Keat/Young  pp. 530-543
ECON: Lecture Notes: Price Discrimination (coursepack)ECON: Alternative Pricing Strategies
ECON Reading: Keat/Young: Chap. 12
***Hand Out Problem Set #2 due for 11/30
  12. 11/29  Influencing Markets (e-campus) ECON: Models of Pricing and Advertising Strategy
ECON: Assignment: Lecture Notes: Fiori Pasta
ECON: Lemon Economics, John Kay, Financial Times   (To Be Distributed in Class)
ECON Reading, Minter/WSJ, The Myth of Market Share (Read)
Economist, Waiting for the Call, April 5, 1997 (coursepack)
***ECON Problem Set #2 Due Tonight

MKTG Case: BMW3  (Asst)
MKTG Read: Kotler c 18 & 19

 13. 12/6  Economics of Markets  (e-campus) ECON/MKTG: Case: Proctor & Gamble: The Wal-Mart Partnership (A). (coursepack).  (Asst)
MKTG Read: Kotler c 3 & 8
ECON Case: "Sustaining Superior Profits: Customer and Supplier Relationships, " HBS. N9-797-045 (coursepack).
ECON: Lecture Note: Economics and the Adjustment Process (coursepack)
ECON: Review of Price Policy and Decision Making 13a. 12/9 (Saturday Morning). MARKETING FINAL MKTG:  TEAM PRESENTATIONS   (Asst)(Grading)(e-campus) 14. 12/13 ECON. FINAL EXAM