syl01_1
revised March 28  2001
Babson College
F.W. Olin Graduate School of Business

MARKETING SYSTEMS/MICROECONOMICS CLUSTER COURSE
"MARKETS AND MARKETING"
Spring 2001
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   3a   4  5   6a   7  8   9   9a  10   11  12  13  13a  14
(Go to e-campus)
(Go To Babson Library)

1. 1/30 Introduction to the Course 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)

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. 2/6 (Economics Evening): The Nature of Markets (Go to e-campus)
ECONOMICS 7000: Introduction, Economics and Sustainable Market Strategy;
Brief Review of Supply and Demand Analysis.

ECON: ECON Stream Information  (Read on Web)
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.
ECON Reading: Douglas Chap.3: Attribute Analysis (coursepack #13)
ECON Reading: Lecture Notes, Rational Choice amp 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. 2/13 (Marketing Evening) The Nature of Markets and Market Segmentation/Product Differentiation  (Go to e-campus) MKTG Case: Proctor and Gamble Company (A)
MKTG: READ: 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 3a. 2/17 (Saturday Morning, Economics)  Elasticity and Demand Estimation, Markets and Marketing Systems (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 2/27 4. 2/20  Demand, Markets and Market Research, and The 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 & 10

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) 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. 2/27 (Economics Evening) Production and Cost Theory (Go to e-campus) ECON Reading: Lecture Notes: Production and Cost Theory (lecture notes)
ECON: Lecture Notes: Worksheet Assignments (lecture notes)
ECON: Keat/Young, Chap. 7 (pp. 242-258); Chap. 8 (pp. 301-312)
***ECON: Problem Set #1, DueTonight 6. 3/6 (Marketing Evening) Markets/Market Models and Strategy Workshop (Go to e-campus) MKTG/ECON: Workshop/Presentations: Chicago Fashion II (Asst) 6a.  3/10 (Saturday Morning)  Building Marketing Programs, ECON Review   (Go to e-campus) ECON: Review for Mid-Term Exam

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 3/27 (New Date)

 7. 3/13 ECON MID-TERM and Market Modeling Workshop (Go to e-campus) ECON: In-Class Mid-Term 8. 3/27  (Marketing Evening) Industrial Product Market Structures and Life Cycles  (Go to e-campus) MKTG Case: Gallo Rice (Complete Discussion)   (Asst)
MKTG: Optical Distortion Inc. Case (Asst)
Introduction to ODI Model:  Download from Website
Supplement: Optical Distortion Inc.: Using the Markov Model (Read)
ODI Model for EXCEL 95/97 (Download"r") (Download"ra") (Download"rr")
ODI Model for EXCEL 97/2000(Download"r") (Download"ra") (Download"rr")
MKTG Read: Kotler c 7MKTG Case: Lotus Business Partners (Asst)
MKTG Case: ODI Memo and Spreadsheet   (Asst)
MKTG Read: Kotler c 16 & 20
***MKTG: Gallo Memo Due 4/7 (New Date)
***MKTG: Assign ODI Memo/Spreadsheet  for 4/17 (New Date) 9. 4/3  (Economics Evening)  Strategic Cost and Contribution Analysis   (Go to e-campus) 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 9a. 4/7 (Saturday Morning, Marketing)  Marketing and Technology and the Internet   (Go to e-campus) MKTG: Case: Lotus Business Partners
MKTG Case: Dell Online  (Asst)
MKTG: HBS: Note on Marketing and the World Wide Web
MKTG Read: Kotler c 21 & 17
***MKTG: Gallo Memo Due 4/7 (New Date)
***Team Work on  ODI Memo/Spreadsheet Due 4/17 (New Date) 10.  4/10  (Economics Evening) Market Structure and Pricing Practices (Go to e-campus)
ECON: Lecture Notes: Pure Competitionnbsp (lecture notes)
ECON Reading: Keat/Young, Chap. 9
ECON Reading: " DIAMOND
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
11. 4/17  (Marketing Evening)  Influencing Markets   (Go to e-campus)
MKTG Case: BMW3  (Asst)
MKTG Read: Kotler c 18 & 19
MKTG Case: American Airlines:  3 Class Service  (Asst)
MKTG Read: Kotler c 15
***MKTG: ODI Memo Due (New Date)
  12. 4/24  (Economics Evening) Pricing (Go to e-campus) ECON: Models of Pricing and Advertising Strategy
ECON: Assignment: Lecture Notes: Fiori Pasta
ECON: Lemon Economics, John Kay, Financial Timesnbspnbsp (To Be Distributed in Class)
ECON Reading, Minter/WSJ, The Myth of Market Share (Read)
Economist, Waiting for the Call, April 5, 1997 (coursepack #10)

ECON: Economics of Mark-Up Pricing
ECON Reading: Douglas, Chap. 10 (coursepack #9)
ECON Reading: P. Drucker, "SINS",
ECON Reading: Keat/Young  Chap. 12 (pp. 443- 458)
ECON: Lecture Notes: Price Discrimination,Alternative Pricing Strategies (lecture notes)
***Hand Out Problem Set #2 due for 5/1

 13. 5/1  Economics of Markets  (Go to e-campus) ECON/MKTG: Case: Proctor and Gamble: The Wal-Mart Partnership (A). (coursepack #11)  (Asst)
MKTG Read: Kotler c 3 & 8
ECON Case: "Sustaining Superior Profits: Customer and Supplier Relationships, " HBS. N9-797-045 (coursepack #12)
ECON: Lecture Note: Economics and the Adjustment Process (coursepack)
ECON: Review of Price Policy and Decision Making
***ECON Problem Set #2 Due Tonight 13a. 5/5 (Saturday Morning)  MARKETING FINAL MKTG:  TEAM PRESENTATIONS   (Asst)(Grading)(Go to e-campus) 14. 5/8  ECON. FINAL EXAM