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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
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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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Customer Journey Map - Teaching note
Venkatesan, Rajkumar; Kim, Tami; Kemp, BiancaTeaching Note DARDEN-M-1012TN-EMarketingTeaching note for product M-1012Starting at €0.00
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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
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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
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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
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Leading Change at PPF Corporation (A) and (B) - Teaching Note
Liedtka, Jeanne M.Teaching Note DARDEN-BP-0498TN-ECorporate GovernanceTeaching note for product BP-0498Starting at €0.00
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Design Thinking in Action: South Western Railway (A), (B), and (C) - Teaching note
Liedtka, Jeanne M.;Teaching Note DARDEN-S-0377TN-EStrategyTeaching note for products S-0377, S-0378, S-0379Starting at €0.00
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Facebook, Cambridge Analytica, and the (Uncertain) Future of Online Privacy
Kim, Tami; Yemen, GerryCase DARDEN-M-0979-EMarketingThis public-sourced case uses Facebook, the legendary social media platform, to unfold circumstances that allow an analysis of the firm’s privacy risk around its marketing tools and use of collected consumer data. Although Facebook had made progress on pStarting at €8.20
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Leading Change at PPF Corporation (B)
Liedtka, Jeanne M.Case DARDEN-BP-0499-ECorporate GovernanceThe B case continues the story of Stephen Oswald’s leadership by examining the actions he took during his first three years at the corporation. See also the A case (UVA-BP-0498).Starting at €5.74