syl44

syl02_1

revised Jan 27 2001

Babson College
F.W. Olin Graduate School of Business

MARKETING SYSTEMS/MICROECONOMICS CLUSTER COURSE
"MARKETS AND MARKETING"
Spring 2002
Professors Larry Isaacson & Farhoud Kafi
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. 1/29 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. 2/5 (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 #2)
ECON Reading: Lecture Notes, Rational Choice amp Prod. Attributes Model (lecture notes)
ECON Reading: Digital Snap (coursepack #3)

ECON Reading Everything You Need to Know about Derivatives (lecture notes)
ECON: Lecture Notes Assignment: Product Attributes Model (lecture notes) 3. 2/12 (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 4. 2/19 ( 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 2/26 4a. 2/23 (Saturday Morning, Marketing) 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
***MKTG Assign Chicago Presentations for 3/5 5. 2/26 (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. 3/5 (Marketing Evening) Markets/Market Models and Strategy Workshop (Go to e-campus) MKTG/ECON: Workshop/Presentations: Chicago Fashion II (Asst) 6a. 3/9 (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 3/26

7. 3/12 ECON MID-TERM (Go to e-campus) ECON: In-Class Mid-Term 8. 3/26 (Marketing Evening) Industrial Product Market Structures and Life Cycles (Go to e-campus) 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 7
MKTG Read: Kotler c 16 & 20
***MKTG: Gallo Memo Due
***MKTG: Assign ODI Memo/Spreadsheet for 4/6 9. 4/2 (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. 4/6 (Saturday Morning, Marketing) Marketing and Technology and the Internet (Go to e-campus) MKTG: Case: ODI
MKTG: Case: BizRate
MKTG Case: Dell Online (Asst)
MKTG: HBS: Note on Marketing and the World Wide Web
MKTG Read: Kotler c 21 & 17
***ODI Memo/Spreadsheet Due 10. 4/9 (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: THE DIAMOND BUSINESS (coursepack #7)
ECON: Economics of Mark-Up Pricing
ECON Reading: P. Drucker, " The Five Deadly Business Sins" (coursepack #8)
ECON Reading: Keat/Young pp. 530-543

11. 4/16 (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

12. 4/23 (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 (coursepack #9)
ECON Reading, Minter, The Myth of Market Share (coursepack #10)
Economist, Waiting for the Call, April 5, 1997 (coursepack #11)

ECON: Economics of Mark-Up Pricing
ECON Reading: Douglas, Chap. 10 (coursepack #12)
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 4.30

13. 4/30 Economics of Markets (Go to e-campus) ECON/MKTG: Case: Proctor and Gamble: The Wal-Mart Partnership (A). (coursepack #13) (Asst)
MKTG Read: Kotler c 3 & 8
ECON Case: "Sustaining Superior Profits: Customer and Supplier Relationships, " (coursepack #14)
ECON: Lecture Note: Economics and the Adjustment Process (coursepack #15)
ECON: Review of Price Policy and Decision Making
***ECON Problem Set #2 Due Tonight 13a. 5/4 (Saturday Morning) MARKETING FINAL MKTG: TEAM PRESENTATIONS (Asst) (Grading)(Go to e-campus) 14. 5/7 ECON. FINAL EXAM