syl01
revised jan7 2000
Babson College
F.W. Olin Graduate School of Business

MARKETING SYSTEMS/MICROECONOMICS CLUSTER COURSE
"MARKETS AND MARKETING"
Spring 2000
Professors Larry Isaacson & Lidija Polutnik
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    6a   7    8    9    9a    10   11    12   13   13a   14
(Go to e-campus)
(Go To Babson Library)

1. 2/1 Introduction to the Course

MARKETING 7000: Introduction, Markets, Marketing Mix, Marketing Strategy, Marketing Plans  (Asst)

Course Descriptionand Course Information:
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

 2. 2/8  (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

MKTG Case: Introduction to the Chicago Fashion Case (An online case)
Chicago Fashion I   (Asst)
READ: 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) 3. 2/15   (Economics Evening): Economics and Sustainable Market Strategy;  e-campus
ECONOMICS 7000: Introduction,
The Product Attribute Model
Brief Review of Supply and Demand Analysis.ECON Reading: Douglas Chap.3 (coursepack)
ECON Reading: Lecture Notes, Rational Choice & Product 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)
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.
4. 2/22  Market Demand  e-campus ECON: The Demand Function, Revenues and Objectives of the Firm
ECON: Reading: Keat/Young, Chap. 4 (pp...) and Chap 11(pp..)
ECON: Lecture Note: Elasticities (coursepack)
***ECON: Hand Out Problem Set #1, Due 3/7   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 & 10 4a. 2/26  (Saturday Morning) -- Economics ECON: Reading:  Keat/Young, Chap. 4, continued (pp...)
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)

5. 2/29 (Marketing Evening): Market Definition  e-campus

Chicago Fashion Presentations (Asst)
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 6. 3/7  Markets/Market Models and Strategy e-campus
MKTG/ECON Case: Gallo Rice and Gallo Rice II  (Read)
READ: 9 Key Steps To Developing And Managing Marketing Programs (Read)
MKTG Read: Kotler c 12 & 13
***MKTG: Assign Gallo Mid-Term Memo due 3/14

ECON Reading: Lecture Notes: Production and Cost Theory (coursepack)
ECON: Lecture Notes: Worksheet Assignments (coursepack)
ECON: Keat/Young, (pp. 260-273; pp.312-324)
***ECON: Problem Set #1 Due
ECON: Review for Econ Mid-Term

6a.   3/11  (Saturday Morning) Economics Midterm and  Marketing Models Workshop e-campus
ECON MID-TERM

Market Modeling Workshop
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

7.  3/14  (Marketing Evening) The Role of Promotion   e-campus MKTG Case: BMW3  (Asst)
MKTG Read: Kotler c 18 & 19 8. 3/28  (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. ..; pp...)
ECON Reading: Douglas, Chap. 7  (coursepack) 9.   4/4  (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: Assign ODI Mid-Term Memo/Spreadsheet  for 4/18 9a.  4/8  (Saturday Morning) Market Structure and the Internet  e-campus
ECON: Lecture Notes: Pure Competition  (coursepack)
ECON Reading: Keat/Young, Chap. 11 (pp...) (plus pp. ..)
ECON Reading: "The Diamond Business", Economist, Dec. 20, 1997 (coursepack).

MKTG: Case: Dell Online  (Asst)
MKTG: HBS: Note on Marketing and the World Wide Web
MKTG: Read: Kotler c 21 & 17

10.  4/11  (Economics Evening) Pricing Approaches 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 4/25

11. 4/18 (Marketing Evening) Pricing and Marketing Strategy  e-campus
MKTG Case: American Airlines:  3 Class Service (Asst)
MKTG Read: Kotler c 15
***MKTG: ODI Memo/Spreadsheet Due
  12. 4/25  (Economics Evening) 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 13. 5/2  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. 5/6  (Saturday Morning). MARKETING FINAL MKTG:  TEAM PRESENTATIONS   (Asst)  (Grading)  e-campus 14. 5/9 ECON. FINAL EXAM