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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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Dunia Finance LLC (A), (B), and (C) - Teaching Note
Venkatesan, Rajkumar; Bodily, Samuel E.; Yemen, Gerry; Gibbs, SheaTeaching Note DARDEN-M-0842TN-EMarketingTeaching note for product M-0842Starting at €0.00
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Have Text, Will Travel: Can Airbnb Use Review Text Data to Optimize Profits? - Teaching Note
Venkatesan, Rajkumar; Gibbs, SheaTeaching Note DARDEN-M-0897TN-EMarketingTeaching note for product M-0897Starting at €0.00
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The Tata Nano: The People's Car (Abridged)
Venkatesan, Rajkumar; Gibbs, SheaCase DARDEN-M-0850-EMarketingThis case is an abridged version of UVA-M-0768, "The Tata Nano: The People's Car (A)," and UVA-M-0804, "The Tata Nano: The People's Car (B)."Starting at €8.20
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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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Highly Recommended: Collaborative Filtering Gives Customers What They Want
Venkatesan, Rajkumar; Gibbs, SheaTechnical Note DARDEN-M-0974-EMarketingNetflix Top Picks, Amazon recommendations, the iTunes Genius button. They all have one thing in common: they are driven by clever algorithms that use a technique known as collaborative filtering. Often used in machine learning operations, collaborative filtering is the process by which a firm like Netflix generates predictions about a single user’s preferences using data taken from a large number of users. This technical note offers an overview o...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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Netflix, Inc.: The Mouse Strikes Back
Venkatesan, Rajkumar; Gibbs, Shea; Shively, DanielCase DARDEN-M-0975-EMarketingIn 2017, Disney announced that in 2019 it would launch Disney Plus, a subscription-based streaming video service that promised to rival Netflix, the dominant player in the market. This was the latest advancement in the history of movie rentals, which had first exploded in the 1980s with the advent of videotape and had gone through several technological transformations before reaching the age of streaming in the 2010s. At the time of Disney’s anno...Starting at €8.20