This website uses technical, customisation and analytical cookies, both first-party and third-party, to anonymously facilitate browsing and analyse statistics on use of the website. Learn more
Darden University of Virginia (USA)
-
Note on Warfare in Eastern Philosophy
Bourgeois, L. J. III; Eygenson, Serge; Namasondhi, KanokratTechnical Note DARDEN-S-0304-EStrategyThis note on warfare summarizes treatises by Chinese (e.g., Sun Tzu, The Art of War, ca. 500 BC) and Japanese (e.g., Miyamoto Musashi, The Book of Five Rings, 1643 AD) warriors, reviews their philosophies and leadership lessons, and offers modern applications.Starting at €8.20
-
Andrew Yang: A New Way Marketing Campaign
Kim, Tami; Yemen, GerryCase DARDEN-M-1018-EMarketingThis field-based case follows Andrew Yang, who went from an unknown to a major competitor in the 2020 Democratic Party presidential race. Yang’s initial rise to fame was largely owed to a group of young people who called themselves the Yang Gang. They made memes, GIFs, and music videos, had lengthy discussions about Yang’s campaign platform on Reddit, showed up at rallies, and served as small donors. This success, however, was a double-edged swor...Starting at €8.20
-
Zen for Strategy
Bourgeois, L. J. III; Eygenson, Serge; Namasondhi, KanokratTechnical Note DARDEN-S-0318-EStrategyIconoclasts with strongly held beliefs and a willingness to buck orthodoxy, Apple's Steve Jobs and the Chicago Bulls' Phil Jackson shared similarities in character, leadership style, and life experience that extended beyond the extraordinary successes they achieved in their chosen fields. Both came of age in the United States of the mid-20th century, a time and place characterized by Americans’ growing interest in philosophical traditions outside...Starting at €8.20
-
Facebook: Managing User-Generated Content
Kim, Tami; Yemen, GerryCase DARDEN-M-0976-EMarketingReviewing content at scale had become a challenge for social media firms, and really for any business that worked to keep its public image truthful and accurate. Between public outcry and seemingly unending media investigations, government regulators were becoming increasingly concerned and putting pressure on regulators to evaluate content and privacy issues in social media. During congressional testimony in 2018, Facebook founder Mark Zuckerber...Starting at €8.20
-
Mastercard: Getting in League with Legends
Kim, Tami; Steenburgh, Thomas J.; Yemen, GerryCase DARDEN-M-1008-EMarketingThis field-based case uses one of Mastercard’s brand transformation strategies, curating passion-led experiences, to set the stage for analysis of sponsorships and promotion marketing. The company had a long relationship sponsoring sports and kept track of the growth and scale of various sports and those who were passionate about them. At the time, esports was a new kind of entertainment and sport that attracted a fan base Mastercard had not touc...Starting at €8.20
-
Customer Insights
Venkatesan, Rajkumar; Kim, TamiExercise DARDEN-M-1013MarketingIn this set of three exercises, students are cast in the role of marketing manager of one of three product categories. They must choose a specific brand in their category and use research trend tools and Google Ads Keyword Planner to explore and analyze consumer demand, identify customer segments, research product features, identify competitors, and, finally, choose paid-search keywords. The exercises culminate in a presentation using the PowerPo...Starting at €8.20
-
Customer Journey Map - Teaching note
Venkatesan, Rajkumar; Kim, Tami; Kemp, BiancaTeaching Note DARDEN-M-1012TN-EMarketingTeaching note for product M-1012Starting at €0.00
-
Andrew Yang: A New Way Marketing Campaign - Teaching note
Kim, Tami; Yemen, GerryTeaching Note DARDEN-M-1018TN-EMarketingTeaching note for product M-1018Starting at €0.00
-
Customer Insights
Venkatesan, Rajkumar; Kim, TamiExercise DARDEN-M-1013-EMarketingIn this set of three exercises, students are cast in the role of marketing manager of one of three product categories. They must choose a specific brand in their category and use research trend tools and Google Ads Keyword Planner to explore and analyze consumer demand, identify customer segments, research product features, identify competitors, and, finally, choose paid-search keywords. The exercises culminate in a presentation using the PowerPo...Starting at €8.20
-
Note on Energy as a Strategic Force
Bourgeois, L. J. III; Doner, Jonathan; Namasondhi, Kanokrat; Eygenson, SergeTechnical Note DARDEN-S-0325-EStrategyThis note explores the concept of ki, or energy. It concentrates on aikido, a Japanese martial art that channels the human body’s natural energy toward balance, health, grounding, and the mental clarity required to overcome obstacles and discover new insights. Aikido is a defensively oriented martial art, designed to utilize the ki of the attack in a manner that turns that energy to the detriment of the attacker. The note discusses the six princi...Starting at €8.20