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Darden University of Virginia (USA)
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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
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FanShop
Lichtendahl, Kenneth C. Jr.; Andrasko, Joe; Boatright, BenjaminExercise DARDEN-QA-0887-EDecision AnalysisThis exercise explores customer transaction data generated from a business owner's website and illustrates the added benefit of basic data analytics practices used to uncover business insights. Students discover the business's purchase trends when they answer the provided questions by writing SQL queries. The questions guide students to determine which product offerings the business should promote and which customer segments to target. Additional...Starting at €8.20
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Mancala’s Pizza: Periodic Review
Weiss, Elliott N.Exercise DARDEN-OM-1603Service and Operations ManagementThis exercise introduces Walter Solomon, the general manager at Mancala’s Pizza Restaurant (Mancala’s), an upscale eat-in pizzeria known for using fresh, organic, and sustainable ingredients. In addition to pizzas, it sold a specialty red table wine to accompany the food menu. Solomon was interested in balancing three costs: (1) the annual cost of holding inventory, (2) the annual ordering costs, and (3) the annual stock-out costs using a periodi...Starting at €8.20
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Mancala’s Pizza: Continuous Review
Weiss, Elliott N.Exercise DARDEN-OM-1602Service and Operations ManagementThis exercise introduces Walter Solomon, the general manager at Mancala’s Pizza Restaurant (Mancala’s), an upscale eat-in pizzeria known for using fresh, organic, and sustainable ingredients. In addition to pizzas, it sold a specialty red table wine to accompany the food menu. Solomon was interested in balancing three costs: (1) the annual cost of holding inventory, (2) the annual ordering costs, and (3) the annual stock-out costs using a continu...Starting at €8.20
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Accounting for Income Taxes at Apple Inc.
Hopkins, Justin J.Exercise DARDEN-C-2389-EAccounting and ControlThis case provides students with the opportunity to analyze the income tax disclosures for Apple Inc. In particular, it provides for discussion about such topics as deferred taxes, valuation allowances, unrecognized tax benefits, and the statutory rate reconciliation. What is most unique about the example is that Apple reports around $200 billion of cash and investments on its balance sheet. However, students learn that Apple shareholders would i...Starting at €8.20
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J&J, Inc.
Lynch, Luann J.; Frank, Mary MargaretExercise DARDEN-C-2361-EAccounting and ControlJack and Jill, first-year MBA students at the Darden School of Business, discovered their mutual interest in entrepreneurship and agreed to consider developing a small start-up during the summer after their first year. After much contemplation, they came up with an innovative idea for creating their own new business venture. Undergraduate students at the University of Virginia were welcomed on campus each fall, and Jack and Jill thought those stu...Starting at €8.20
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A Strategic Marketing Plan to Successfully Deliver Your Professional Brand
Whitler, Kimberly A.Exercise DARDEN-M-0894-EMarketingThis exercise will help students understand how to develop a Strategic Marketing Plan: an essential skill, but one that many business, government, and organizational leaders are not equipped to develop strong and competitively superior strategic plans. Because it is complicated to develop a case with the information needed for students to practice developing a Strategic Marketing Plan, this exercise is designed to help students understand how to ...Starting at €8.20
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Your Professional Brand: Creating a Brand Essence Statement for Your Internship
Whitler, Kimberly A.; Moore, Marian ChapmanExercise DARDEN-M-0881-EMarketingAlthough not all MBA students end up working in a marketing function and/or on a brand per se, all students will develop a professional brand, whether it is proactively built or created through happenstance. This exercise helps guide students through a process to think strategically about how to develop their professional brand in an internship setting. It is used in conjunction with a technical note that details how to build brands using a tool ...Starting at €8.20
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Idea Generation and Selection
Hutchison-Krupat, JeremyExercise DARDEN-OM-1580-EService and Operations ManagementThis exercise teaches participants how to generate ideas and brainstorm and helps to remove the perception that idea generation is a process that only “super-creative people” can do well. It not only shows participants how to generate valuable ideas, but also highlights barriers to doing so. Suitable for students in either full-time or executive MBA programs as well as executive education programs, this exercise can also be used in any setting ai...Starting at €8.20
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Pension Accounting at AT&T
Hopkins, Justin J.Exercise DARDEN-C-2391Accounting and ControlThis exercise is taught in a Darden first-year elective, "Financial Reporting," as the second half of a module covering Managerial Accounting for Pension Plans, but would also work well in a first-year MBA core accounting course. It was designed to be taught as a follow-up case to "Accounting for Defined Benefit Pension Plans for Caperton Corporation" (UVA-C-2375), although it can be taught alone. This exercise provides students the opportunity...Starting at €8.20