MARKETING

2015
Articles | Books & Chapters | Cases | Course Modules
Online Courses | Simulations | Online Tutorials
Core Curriculum | Video Shorts | Exercises

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NEW! CORE CURRICULUM READINGS IN MARKETING

Core Curriculum Readings in Marketing cover the fundamental concepts, theories, and
frameworks that business students must learn. Authored by faculty at Harvard Business
School, each Reading is about 20-30 pages long and comes with a Teaching Note, Review
Questions, and Slides. Many also include video clips and Interactive Illustrations. The 18
Marketing Readings are:
Brands and Brand Equity Rohit Deshpand and Anat Keinan #8140
Global Marketing Rohit Deshpand #8182
Business-to-Business Marketing Frank V. Cespedes and Das Narayandas #8145
Customer Centricity Rohit Deshpand #8171
Customer Management Sunil Gupta #8162
Consumer Behavior and the Buying Process John T. Gourville and Michael I. Norton #8167
Creating Customer Value Sunil Gupta #8176
Sales Force Design and Management Doug J. Chung and Das Narayandas #8213
Segmentation and Targeting Sunil Gupta #8219
Developing and Managing Channels of Distribution V. Kasturi Rangan #8149
Framework for Marketing Strategy Formation Robert J. Dolan #8153
Pricing Strategy Robert J. Dolan and John T. Gourville #8203
Available Spring 2015
Brand Positioning #8197
Competition Strategies #8158
Digital Marketing #8224
Marketing Communication #8186
Marketing Intelligence #8191
Product Policy #8208
Find more Core Curriculum Readings at hbsp.harvard.edu/list/corecurriculummarketing

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H B S P. H A R VA R D . E D U 1

CASES
Cases, slices of business life, focus on actual problems and decisions facing a company.
Students are challenged to put themselves in the protagonists place and suggest
business strategies, tactics, and solutions.

New Cases
Barilla Pasta: A Company in Hot Water
In 2013, the Barilla Group company chairman made a series of antigay comments during
an interview on an Italian radio show. The company needs to devise a strategy to publicly
respond to the backlash and avoid the negative long-term consequences of a damaged
brand name, decreased market share, and lost revenues. TN Ivey Publishing #W13480
Bluefin Labs: The Acquisition by Twitter
Bluefin Labs has built a system that gathers millions of online comments in an effort to build
new metrics for TV programs and brand advertising. With data from Twitter and other social
sites, expressions, not just impressions, can now be aggregated, measured, and used to
calibrate brand performance and to sell media time. TN Harvard Business School #513091
Chateau Margaux: Launching the Third Wine
Chateau Margaux, 1 of only 5 prestigious estates in the Bordeaux Medoc wine region to have
been classified as First Growth, is preparing to launch a new wine. The owner is considering
the optimal marketing for the new wine in light of bold moves by other First Growths, such
as the purchase of vineyards in the Bordeaux region and global expansion.
Harvard Business School #513107
Coca-Cola: Liquid and Linked
Coca-Cola is considering which of several global marketing/promotional efforts to bring to
the U.S. Each has proven successful in other parts of the world but for varying reasons. All
represent efforts outside of the industrys normal advertising-based approach to marketing.
Harvard Business School #514024
Freemium Pricing at Dropbox
Online storage company Dropbox provides remote storage for all types of digital files, along
with file sharing, synchronization, and backup. Using a freemium pricing strategy, whereby
a basic service was free and a premium service was paid, Dropbox grew into a business
with 200 million users. But only an estimated 1.6% to 4% of users provided any revenue to
the company. This case examines how Dropbox used freemium pricing to facilitate product
adoption and user referrals. Harvard Business School #514053
Groupon for Local Businesses
Local businesses experiences with using Groupon to promote themselves ran the gamut of
roaring success to absolute failure. Why is there such a large range in outcomes for firms
that used daily deal sites such as Groupon? This case examines the effectiveness of online
daily deal sites from the point of view of local businesses. Harvard Business School #514047
J.C. Penneys Fair and Square Strategy (Abridged)
Ron Johnson, the new CEO of department store J.C. Penney, is reconsidering the dramatic
changes he initiated for the business model and brand image of his company. After
troubling first quarter results, Johnson decided to make certain adjustments, but were
these adjustments enough? Harvard Business School #514063

2 MARKETING 2015

Kindle Fire: Amazons Heated Battle for the Tablet Market

Jeff Bezos, Amazons CEO, faced the tough decision between focusing on the e-reader
marketwhich Amazon had come to dominate with its Kindle product lineand making a
foray into tablets, for which the company had no experience. Bezos chose the latter.
TN Kellogg School of Management #KEL770
Managing Online Reviews on TripAdvisor
In 2013, TripAdvisor was the most visited online travel site in the world, and consumers
were becoming increasingly motivated to read and write reviews. In response, hotels were
investing more time and marketing budget on managing the quantity, quality, and location
of online reviews. Harvard Business School #514071
Modifying Merida: Disneys 11th Princess
When Disney revises the image of a beloved and nontraditional movie character in a way
that conforms to a physical stereotype, female viewers express their disapproval. In the
wake of the backlash, Disney has a decision to make: Should it stick with the revised image,
or should it revert to the original image in order to appease the viewing public?
TN Ivey Publishing #W13482
Mountain Dew: The Most Racist Soft-Drink Commercial in History?
PepsiCo faces criticism after releasing a series of online advertisements that featured an
angry Mountain Dewdrinking goat, a battered white woman on crutches, and a goat in a
police lineup of black men. Critics protest the portrayal of violence toward women and racial
stereotypes. Mountain Dews senior brand manager needs to devise a course of action or
risk damage to one of its billion-dollar brands. TN Ivey Publishing #W13313
Pearle Vision: Clearly Different?
Once the largest U.S. optical retailer, Pearle Vision was struggling to differentiate itself from
industry leader LensCrafters. Increasing competition from low-price competitors, such as
Wal-Marts optical stores, was adding further competitive pressure. The case takes place in
early 2013, with Pearle Visions new CEO announcing his plans for revitalizing the chain. Will
his strategy work? Harvard Business School #514015
The Apple iPhone (Abridged)
This case describes the introduction of the Apple iPhone, including subsequent price
reductions and market share goals. The case includes publicly available data on iPhone
production costs, channel margins, and marketing costs. It concludes with the July 2008
introduction of the second-generation 3G iPhone.
TN University of Virginia Darden School #UV6702
Vogue: Defining the Culture of Fashion
In March 2013, Susan Plagemann, vice president and publisher of Vogue, is seeking new
strategies to approach the competitive advertising market and to utilize the growing
importance of digital channels. Can Vogue meet the expectations of the fashion industry
and the magazines readers and stay one step ahead? Harvard Business School #514036

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H B S P. H A R VA R D . E D U 3

Popular Cases
Dove: Evolution of a Brand
The maker of Dove soap transforms the functional brand into a master brand by expanding
the Dove portfolio to include products beyond the original bath soap category. The change
inspires a controversial ad campaign, and the company relies on the Internet and social
media channels to help manage the negative publicity.
TN Harvard Business School #508047 Video Short available
Students understand how a brand can focus on their core competency and the relevancy
of maintaining certain brand elements despite the dynamic nature of the market.
Case review from Harvard Business Publishing for Educators web site*
IKEA Invades America
IKEA is the top furniture retailer in the world, with over 154 stores in 22 countries. The
company has 14 stores in the U.S. and plans to have 50 stores in operation in the U.S. by
2013. The strategy centers on creating a distinctive brand for American consumers.
TN Harvard Business School #504094
Excellent case. Students loved it because they can all relate to IKEA, given the brands
target consumer. The case notes are excellent. This case is a great example of how
coproduction can help solidify consumer loyalty.
Case review from Harvard Business Publishing for Educators web site*
MINI USA: Finding a New Advertising Agency (A)
Selling an intangible like advertising services is a difficult task. The first step is to understand
what brands are looking for when they buy these services. This case puts the students into
the roles of the seller (an advertising agency named Butler, Shine, Stern, and Partners) and
the buyer (MINI USA) and asks them to develop a sales strategy for advertising services.
Harvard Business School #508041
Pillsbury Cookie Challenge
The Canadian Pillsbury ready-baked goods cookie line is experiencing poor performance,
and the marketing manager is charged with turning around the segment. After conducting
market research, he analyzes the results to determine how to improve the performance
of the cookie segment. Students must determine where the greatest opportunities lie,
whom the team should target, what brand messaging is most relevant, and what type of
communication plan would be most effective. TN Ivey Publishing #W11020
Product Team Cialis: Getting Ready to Market
Lilly and Icos are preparing for the launch of a new drug, Cialis, to compete against Viagra.
To position against incumbent Pfizer, they must determine how best to segment the market
and decide which target market to focus on. The marketing plan should take advantage of
Cialiss medical profile and include the communication strategy to patients, physicians, and
partners. TN Harvard Business School #505038
Sephora Direct: Investing in Social Media, Video, and Mobile
The senior vice president of Sephora Direct wants to double her budget for social media
and other digital marketing initiatives. Several digital marketing initiatives over the past 2
years are starting to yield good results. The increased budget will come at the expense of
traditional marketing programs and she must justify the investment.
TN Harvard Business School #511137

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*Reviews available to Premium Educators

Snapple
This case tells the story of Snapples rise and fall and poses the question, Can it recover?
Snapple quickly went from local to national success and was ready to go international
when the founders sold the company to Quaker. Quaker then sold the company in 1997 for
a fraction of its acquisition price, after discovering the brand was harder to manage than
anticipated. What action should the new owners take? This case is accompanied by a Video
Short. TN Harvard Business School #599126
Starbucks: Delivering Customer Service
Starbucks, the dominant specialty-coffee brand in North America, must respond to recent
market research indicating that the company does not meet customer expectations for
good service. The company considers a plan to improve satisfaction by increasing service
speed. The plan costs money, and the benefits to the bottom line are difficult to predict.
TN Harvard Business School #504016 Video Short available
This case offers a great opportunity to review a well-known company and the problems
that accompany fast growth. Very rich content; lots of opportunity for class discussion with
varying perspectives.
Case review from Harvard Business Publishing for Educators web site*
Virgin Mobile USA: Pricing for the Very First Time
Dan Schulman, CEO of Virgin Mobile USA, must develop a pricing strategy for new wireless
phone services targeted toward consumers in their teens and 20s, many of whom have poor
credit and uneven usage patterns. Contrary to conventional industry wisdom, Schulman is
convinced that he can build a profitable business based on this underrepresented target
segment. The key is pricing. TN Harvard Business School #504028
Find more cases at hbsp.harvard.edu

Brief Cases
Rigorous and compact, Harvard Business School Brief Cases present realistic
management challenges for students to discuss. Audio versions are available for
select Brief Cases to aid in student preparation.
NEW! Altius Golf and the Fighter Brand
A maker of high-performance golf balls considers introducing a new golf ball called Elevate
to appeal to casual golfers. The new line will be available through off course specialty
stores and big box retailers at a lower price. The board of directors is divided on whether to
support the decision. TN #913578

Clean-Edge Razor: Splitting Hairs in Product Positioning

A health and beauty manufacturing company launches a new technologically advanced
vibrating razor into the highly competitive mens market for shaving products. The product
manager struggles with positioning the product either as a niche razor for the high-end
market or as a mainstream razor for the average consumer. TN #4249
My MBA students enjoyed this case and were very creative in suggesting ad mottos
and slogans.
Case review from Harvard Business Publishing for Educators web site*

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H B S P. H A R VA R D . E D U 5

NEW! CleanSpritz
Sales of CleanSpritz all-purpose cleaning spray have been steadily declining for the past
five years, and management believes the decline correlates to a growing environmental
concern among U.S. consumers. CleanSpritzs management is considering several options
to address these concerns, and brand manager Claire Beaton must present managements
recommendations for the most effective strategy. TN #914537
NEW! Clique Pens: The Writing Implements Division of the U.S. Home
The Clique Pens Writing Implements division president Elise Ferguson has seen gross
margins drop from 42% in 2010 to just over 36% in 2012 as a result of various discounts,
allowances, and other off-invoice deals. She is now considering a move away from these
discounts in favor of market development funds. TN #914525
NEW! In a Bind: Peak Sealing Technologies Product Line Extension Dilemma
Peak Sealing Technologies (PST) is a manufacturer of premium carton sealing tapes. When
a new competitor introduces a less expensive and inferior product, product manager Emma
Taylor must decide if the company should augment its existing high-quality product line
with a cheaper, less effective product to compete, keeping in mind that the new line could
potentially cannibalize PSTs premium line. TN #914533
NEW! Launching Krispy Natural: Cracking the Product Management Code
Pemberton Products is looking to expand into the salty snack market and acquires producer
Krispy Inc. Market tests of Krispy products in Columbus, Ohio, show market share results
that are double the company projections, while results in 3 cities in the Southeastern U.S. fall
well below expectations. The marketing director must interpret the test results and present
his recommendation for a national rollout. TN #913574
NEW! Montreaux Chocolate USA: Are Americans Ready for Healthy Dark Chocolate?
The director of new product development at a chocolate company wants to introduce a new
line of dark chocolate with fruit to appeal to health-conscious U.S. consumers. She considers
3 market testing alternatives to validate marketability and sales forecasts. TN #914501
MOST POPULAR Mountain Man Brewing Company
Mountain Man Brewing Company brews just 1 beer, Mountain Man Lager, popular among bluecollar workers. When the company experiences declining sales, the CEO considers launching
a new light beer in the hope of attracting younger drinkers. TN #2069 L
MOST POPULAR Natureview Farm
A Vermont-based producer of organic yogurt is the leading national brand sold in natural
food stores, with $13 million in revenues. When the company faces financial pressure to
increase revenues to $20 million due to a planned exit by its venture capital investors, the
VP of marketing must decide whether to expand into the supermarket channel.
TN #2073

This case is a well-written, compact case. It is precise and enables me to deliver multiple
objectives for my session, like trade margins, channel choice, channel conflict, etc.
Case review from Harvard Business Publishing for Educators web site*

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*Reviews available to Premium Educators

Reed Supermarkets: A New Wave of Competitors

The marketing VP at a high-end, conventional supermarket chain is concerned about
increased competition from dollar stores and limited-assortment stores offering very low
price points. She must decide how to change the current marketing and positioning plan to
increase market share. TN #4296
Reed is a great case for bringing to the forefront the demands put upon an area unit in the
context of a regional player due to differences in market potential.
Case review from Harvard Business Publishing for Educators web site*
Reliance Baking Soda: Optimizing Promotional Spending
The new domestic brand director needs to create a marketing budget that delivers a profit
increase of 10% while weighing the value of advertising, price increases, and the role of the
brand within the company. TN #4127 L
A very teachable case for both undergraduate and graduate students. It is a classic
problem in product marketinghow to boost sales of a mature, rather boring product
that doesnt generate a lot of excitement.
Case review from Harvard Business Publishing for Educators web site*
NEW! SafeBlend Fracturing
The CEO of SafeBlend Technologies must set a price for the companys environmentally
friendly fracturing fluid additive. The firm is negotiating a new contract with its biggest
client, Bristol Natural Gas. With new competitors in the mix, SafeBlend must weigh its
options to remain competitive while maintaining current revenue. TN #914513
NEW! StepSmart Fitness
The new CEO of StepSmart Fitness has hired 30-year-old Benjamin Cooper to manage
the underperforming New England district. A first-time manager with no one to train
him, Cooper must make decisions about termination of current employees, the hiring
of additional salespeople, and ways to increase productivity. He is set to present his
conclusions to his newly-appointed manager, the Regional VP for the Northeast, in
a few days. TN #914509
MOST POPULAR The Fashion Channel
The new senior VP of marketing for the Fashion Channel considers changing the companys
traditional marketing approach by introducing a market segmentation program. Students
must evaluate consumer research results, calculate financial scenarios, and make their own
recommendations. TN #2075 L
Find more Brief Cases at hbsp.harvard.edu/list/brief-cases

Multimedia Cases
Now available online, multimedia cases put students in the center of business dilemmas
by bringing concepts to life with animated charts, audio, and video segments. Premium
Educators can see a Free Trial of each case online.
Building Brand Community on the Harley-Davidson Posse Ride
Students get inside one of the worlds strongest brands to consider issues of brand loyalty,
the close-to-the-customer philosophy, the cultivation of brand community, and the day-today execution of relationship marketing programs. TN #501009

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H B S P. H A R VA R D . E D U 7

Launching the New MINI

Students are required to reverse-engineer a wide variety of brand communication and
creative materials developed and produced by MINI USA executives and their ad agency to
support the MINI launch in the U.S. TN #505020
A case that students love, especially undergrads because they dont have to guess a
communication strategy but reverse-engineer it. They have to understand the latent
strategy-linking objectives and communication materials.
Case review from Harvard Business Publishing for Educators web site*
Lenovo: Building a Global Brand
When Chinese company Lenovo acquires IBMs PC division in 2004, the news makes
headlines. but Lenovo is largely unknown to the rest of the world. The firm sets out to
become a global technology giant and prepares to launch a high-risk product line for small
and medium enterprises. #508703
Marquee: The Business of Nightlife
After 5 years, an eternity in the nightclub industry, Marquee is still one of NYCs hottest
clubs. The owners are concerned about the clubs staying power in the face of rising costs of
operation and increased competition. #510702
Mountain Dew: Selecting New Creative
Students consider the challenges of selecting creative in brand communications, building a
brand in a turbulent cultural environment, extending an advertising campaign, and managing
the company/agency relationship. TN #503038 Instructor version available online
The comprehensive background material, storyboard video clips, and produced TV spots
contribute to a realistic and entertaining learning experience for students.
Case review from Harvard Business Publishing for Educators web site*
Real Madrid Club de Ftbol
Real Madrid, one of the worlds top soccer teams, elects a new president who promises
to turn around club finances and extend the brand worldwide. As reelection looms, the
management team reflects on the presidents branding initiatives and the risks, opportunities,
and challenges facing the club. TN #505081
Terror at the Taj Bombay: Customer-Centric Leadership
On November 26, 2008, terrorists launch a series of attacks in Mumbai, India, including an
attack at the Taj Mahal Palace and Tower. Following the crisis, the staff at the Taj receive
praise for their selfless actions in placing the safety of the guests ahead of their own.
TN #511703 Instructor version available online

NEW! Tyra Banks: Personal Branding

Tyra Banks, an American model and internationally recognized celebrity, built a strong
personal brand over the course of her career. What kinds of projects should she take on
next? In some ways, the brand needed to evolve past Tyra herself and her numerous fans to
embody something more expansive. How could she achieve this? TN #513703
Find more multimedia cases at hbsp.harvard.edu/list/elearning

8 MARKETING 2015

*Reviews available to Premium Educators

ARTICLES
Articles from Harvard Business Review and other renowned journals provide up-to-theminute ideas from the best business thinkers.

New Articles
An Anthropologist Walks into a Bar...
When BeerCo found its pub sales falling, market research and competitive analysis
provided no help. So it sent out a team of social anthropologists to investigate. The resulting
data, including field notes, photographs, and videos, yielded insights that prompted the
company to revamp its promotional materials and training methods. Sales rebounded within
two years and are still growing. Harvard Business Review #R1403F
Beyond the 4Ps: A New Marketing Paradigm Emerges
Our mindsets determine the way we see the world, make decisions, and behave. In the
realm of marketing, the author argues that many peoples mindsets, or mental models,
are outdated. He explains why the old marketing paradigm is no longer applicable and
describes the six aspects of the new landscape that modern marketers must embrace in
order to thrive. Rotman School of Management #ROT232
For Mobile Devices, Think Apps, Not Ads
Mobile ads are not as popular with consumers as many companies had hoped. Instead,
mobile apps are more effective at reaching and engaging customers by offering
convenience and unique value over simple advertising messages.
Harvard Business Review #R1303D
Make the Most of a Polarizing Brand
Marketing managers tend to focus on mean or net consumer scores, but these miss an
important point: Some brands are highly polarizing, with large numbers of brand lovers and
equally large numbers of brand haters. Measuring brand dispersion will allow marketers to
identify polarizing brands and take steps to turn polarization to their advantage.
Harvard Business Review #F1311A
Make Your Best Customers Even Better
Companies that focus on superconsumersa subset of heavy consumers who are highly
engaged with a category and a brandcan realize even greater sales from them. They can
also yield new product ideas and insights that help products gain mass appeal.
Harvard Business Review #F1403A
SodaStreams CEO on Turning a Banned Super Bowl Ad into Marketing Gold
SodaStream CEO Daniel Birnbaum and his all-new management team created an ad for the
2013 Super Bowl that took a direct shot at Coke and Pepsi. It was rejected by CBS, and the
legal wrangling that followed generated headlines around the globe. The controversial ad
has now been viewed more than 5 million times on YouTube; from a marketing standpoint,
it was a great investment. Harvard Business Review #R1401A
To Tweet or Not to Tweet: What Business Can Learn from Social Movements
Hundreds of millions of dollars are spent each year on social media marketing strategies,
and most of them achieve little in the way of creating a sustained following. In contrast,
successful social movements can capture and sustain followers over long periods of time for
less money than companies typically spend on marketing. Rotman Magazine #ROT199

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What Marketers Misunderstand about Online Reviews

Consumers used to rely mainly on manufacturers product information delivered through
marketing materials, but online reviews and peer-to-peer information are increasingly
influential. Companies should closely track the sources of information their customers turn
to and find the combination of marketing channels and tools that will successfully steer their
buying decisions. Harvard Business Review #F1401A
When Controversy Sparks Buzzand When It Doesnt
Its no secret that provocative ads are risky. Benetton, for example, has faced numerous
boycotts and lawsuits over its shock advertising. But theres another reason why marketers
should exercise caution: Topics that are too hot often generate no buzz at alland the
threshold for too hot is surprisingly low. Harvard Business Review #F1404C

Popular Articles
Case for Discount Discipline
Few companies even record their discounting practices, much less manage them. Heres how
to do discounts right. Harvard Business Review #F0611G
Commercials Make Us Like TV More
In recent studies, viewers rated TV programs with ads much higher than programs without
them. The phenomenon is adaptation: The longer an experience lasts, the more people get
used to it, and the less they enjoy it. But if that experience is interrupted (for instance, with a
commercial), peoples initial feelings of pleasure are retriggered.
Harvard Business Review #F1010E
Crap Circles
The most dubious business plans can appear solid, even smart, when illustrated with snappy
circle-and-arrow graphics. Look closely though, and youll see that many of these diagrams
are full of it. Harvard Business Review #F0511C
Emotional Cues That Work Magic on Customers
Marketers have long understood that emotions play an important role in consumer decision
making. New scientific evidence suggests that their influence is more nuanced than
many realize. A better understanding of emotions will help managers maximize customer
satisfaction and loyalty at every stage. IESE-Insight Magazine #IIR054
How to Delight Your Customers
While many researchers have made contributions to the now-extensive literature on service
quality, there is less research on how organizations can delight customers. This article
examines the benefits of delighting rather than merely satisfying customers.
California Management Review #CMR328
Target the Almost Rich
Marketers have masterfully targeted the middle class and the very rich, but a breed of
consumer is flying under their radarthose who arent truly wealthy but still rank in the top
20% of earners. Three tactics can help companies reach the almost rich.
Harvard Business Review #F0206B

10 M A R K E T I N G 2 0 1 5

*Reviews available to Premium Educators

Why Most Product Launches Fail

This article examines the five most frequent reasons why new products flop: The company
cant support fast growth, the product falls short of claims and gets bashed, the item exists
in product limbo, the product defines a new category and requires substantial consumer
education but doesnt get it, and the product is revolutionary but has no market. The
authors describe real-world examples of each kind of failure and suggest how companies
can avoid these pitfalls. Harvard Business Review #F1104A

SIMULATIONS
Online simulations present real-world management challenges for students and
encourage classroom interaction and discussion. Results are available immediately for
a comprehensive debrief session. All simulations include a detailed Teaching Note.
Marketing Simulation: Managing Segments and Customers V2
Students develop and execute a marketing strategy at a manufacturer of motors used in
medical devices. The simulation presents multiple challenges, including setting prices for
channels and distributors, determining distributor discount rates, and making decisions
about investments in product features. Seat Time: 90 minutes. TN #7018
Excellent tool for students to realize that not all customers are alike, not all of them want
to grow with you, and loyalty is better when a customers cost of switching is high or you
have a high pocket share.
Simulation review from Harvard Business Publishing for Educators web site*
Pricing Simulation: Universal Rental Car V2
Students assume the role of a regional marketing manager responsible for pricing a fleet
of rental cars in Florida. Students must consider pricing strategies for leisure and business
travel, optimize vehicle inventory, and account for the likely competitive and market
responses to their decisions. Seat Time: 90 minutes. TN #7005
The simulation can easily be set to show that being the lowest price can be far less
profitable for your company than maintaining a higher price. This comes as a surprise to
many business students with little experience in business: they always want to beat the
competition.
Simulation review from Harvard Business Publishing for Educators web site*
Find more simulations at hbsp.harvard.edu/list/simulations

EXERCISES
Marketing Exercise: The Positioning Game
The Darden School of Business
In this online exercise, students compete within a single market to maximize profit and
market share for their specific product. Through a series of timed rounds, students decide
whetherand whereto move their products position based on market conditions,
competitors choices, and their own results. As in the real world, students face time pressure,
costs associated with product changes, and the unseen decision of competitors.
Seat Time: 30 minutes. TN #UV6715

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Teaching Note Available

H B S P . H A R V A R D . E D U 11

ONLINE COURSES
Available in Sections. Online Courses introduce complex subjects and can be used in
advanced undergraduate business courses, used as prematriculation requirements for
MBAs, or assigned as homework over a semester or year. Online Courses are available
as complete courses or in sections.
NEW! Management Communication
The Management Communication Online Course provides students with the skills and
guided practice necessary to master important concepts in business communication.
A special emphasis is placed on planning, writing, and presenting. Seat Time: 1822 hours. TN

Complete Course #4337

Writing in Business Section #4341
Presenting in Business Section #4343
Mathematics for Management
Following the story line of several family-owned businesses, students learn how to apply
math concepts to solve problems, analyze data, and predict outcomes.
Seat Time: 1220 hours. TN

Complete Course #3350

Algebra Section #6004
Calculus Section #6006
Statistics Section #6007
Probability Section #6008
Finance Section #6009
Quantitative Methods
Set in a Hawaiian resort, this course teaches statistics and regression analysis from a
management perspective. Students develop statistical models for making better business
decisions. Seat Time: 2050 hours. TN
Complete Course #504702
Regression Section #6012
The Quantitative Methods Online Course is a perfect support for teaching
Quantitative Analysis.
Online Course review from Harvard Business Publishing for Educators web site*
NEW! Spreadsheet Modeling: Excel 2013
This course shows students how to use Microsoft Excel 2013 as both a reporting tool and a
modeling tool for solving business problems. It is appropriate for beginning and advanced
users of Excel. Seat Time: 1020 hours. TN

Complete Course #9052

Introductory Section #9053
Advanced Section #9054
Spreadsheet Modeling: Excel 2007 also available. Complete Course #3252
Find more Online Courses at hbsp.harvard.edu/list/online-courses

12 M A R K E T I N G 2 0 1 5

*Reviews available to Premium Educators

BOOKS & CHAPTERS

Individual chapters may be integrated into course materials, while books may serve as
primary class texts. Many academic titles from Harvard Business Review Press are now
available as eBooks. Each title is available as a PDF and comes with a full-text Educator
Copy available to registered Premium Educators on the HBP for Educators web site.
Basics of Branding: A Practical Guide for Managers
This 6-chapter book published by Business Expert Press provides an in-depth analysis of
branding and the requirements of successful brand development. Each chapter explores
critical concepts, including market positioning, brand equity, and content marketing, as well
as the implications of continuing changes in the market environment due to technology.
Available in chapters only. Business Expert Press #BEP226
True Story: How to Combine Story and Action to Transform Your Business
Todays most successful businesses create products and services that are manifestations
of a meaningful storyone told primarily through action, not advertising. The book is filled
with examples of forward-thinking organizations such as Red Bull, Shaklee, Grind, TOMS
Shoes, and News Corporation.
Available in chapters. Harvard Business Review Press #10356
Greater Good: How Good Marketing Makes for Better Democracy
Marketing has a greater purpose than simply selling more widgets. According to the authors,
marketing performs an essential societal function. They list 6 characteristics that marketing
and democracy share. Good marketing practices improve the political process and, in turn,
improve the practice of democracy itself.
Available in chapters. Harvard Business Review Press #1735
HBRs 10 Must Reads on Strategic Marketing
This collection of articles from Harvard Business Review describes strategies for developing
marketing strategy to focus less on promoting products and more on developing
relationships with customers. Harvard Business Review #11366
Harvard Business Essentials: Marketers Toolkit: The 10 Strategies You Need to Succeed
Effective marketing can mean the difference between runaway successes and costly flops.
Covering everything from customer programs to ad campaigns to sales promotions, this
book is a hands-on guide to turning opportunities into profits.
Available in chapters. Harvard Business Review Press #7626
How Brands Become Icons: The Principles of Cultural Branding
When customers value what brands symbolize more than what they actually do, the brands
become cultural icons. Icons are not built through conventional branding strategies that
focus on benefits; they instead require a deeper understanding of targeting, positioning,
brand equity, and brand loyalty.
Available in chapters. Harvard Business Review Press #7745
Marketing as Strategy: Understanding the CEOs Agenda for Driving Growth
and Innovation
To deliver better results to an organization, marketers are changing their roles from
implementers of traditional marketing functions to strategic coordinators of organizationwide initiatives aimed at delivering value to customers and increasing profitability.
Available in chapters. Harvard Business Review Press #2101

TN

Teaching Note Available

H B S P . H A R V A R D . E D U 13

Understanding Marketing
Developing a marketing mind-set is about creating an awareness of who a companys
customers are, what they want, and how the company can serve them profitably. This book
explains key concepts and provides examples for understanding the role of marketing in an
organization. Harvard Business Review Press #12587
Find more books and chapters at hbsp.harvard.edu/list/book-chapters

COURSE MODULES
Course Modules offer a road map to the best teaching materials, with recommendations
on how to organize them. Each module suggests 46 items plus alternate suggestions.
Popular modules in Marketing have been recently updated and include:
Branding and Brand Management
B2B Marketing
Designing and Managing Channels
Managing Corporate Customers
Market Research
Segmentation, Market Selection, and Product Positioning
Sales Management
Find more course modules at hbsp.harvard.edu/list/course-module

ONLINE TUTORIALS
Online tutorials allow students to learn basic concepts outside of class, freeing up
class time for other learning objectives. Each tutorial requires approximately 2 hours
to complete, depending on students abilities and backgrounds.
NEW! Conjoint Analysis
This online tutorial provides students an interactive experience with the steps involved in
constructing, running, and using conjoint analysis to aid in managerial decision making.
TN #514712

Harvard ManageMentor: Customer Focus

This module covers the critical components of servicing internal or external customers.
It provides an overview to the importance of customer service, its relationship to customer
satisfaction, and its link to company profitability. This guide includes tools and techniques
that help quantify the costs and value of internal and external customers and lead to
improved customer satisfaction. #9029
Harvard ManageMentor: Marketing Essentials
This module teaches students how to develop a marketing orientation, analyze market
opportunities, and turn opportunities into new offerings that make a difference for
customers. This guide includes tools and techniques for determining a customers lifetime
value, developing a marketing strategy, and taking a product to market. #513703
Find more online tutorials at hbsp.harvard.edu/list/elearning

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VIDEO SHORTS
These free, short videos are all under 10 minutes long and illustrate a cases central
learning objective. The streaming video is available to registered Premium Educators
at hbsp.harvard.edu. Cases with Video Shorts include:
The American Express Card #509027
Aqualisa Quartz: Simply a Better Shower #502030
Dove: Evolution of a Brand #508047
Globalization of Markets #83308
Harrahs Entertainment, Inc. #502011
Lenovo: Building a Global Brand #507014
Marketing at The Vanguard Group #504001
Merrill Lynch: Integrated Choice #500090
Snapple #599126
Starbucks: Delivering Customer Service #504016
Find more Video Shorts at hbsp.harvard.edu/list/videoshorts

TN

Teaching Note Available

H B S P . H A R V A R D . E D U 15

Case Analysis Coach

IDEAL FOR STUDENTS NEW TO CASE LEARNING
The Case Analysis Coach is a self-paced tutorial that offers a concise introduction
to the key concepts required for the analysis of business case studies. Delivered
entirely online, the tutorial offers a framework that will prepare students for situations
including formal presentations, written reports, cold calls during classroom
discussion, and final exams.
The tutorial requires students to interpret both qualitative and quantitative data
and develop short- and long-term action recommendations. It also includes a
Case Analysis Worksheet that students can use repeatedly to analyze actual
cases assigned for coursework.

Seat Time:
30120 minutes
(depending on the
depth of analysis
desired)

#4380

Premium Educators registered at hbsp.harvard.edu can see a Free Trial.

Not registered? APPLY NOW educatoraccess.hbsp.harvard.edu

16 M A R K E T I N G 2 0 1 5

CUSTOMER SERVICE AND

TECHNICAL SUPPORT
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outside the U.S. and Canada)
techhelp@hbsp.harvard.edu

ACADEMIC DISCOUNTS FOR STUDENTS

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