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CORE CURRICULUM

Readings in Marketing
Fundamental course
material in Marketing

Tight pedagogical
link between Readings
and HBS cases

Adopt individual
Readings or the
full set

“I used the Core Readings instead of a course textbook.


Students found the information both interesting and
easy to apply. Content was compelling to teach as
foundational information.”
REVIEW FROM HARVARD BUSINESS PUBLISHING FOR EDUCATORS WEB SITE

CORE CURRICULUM READINGS IN MARKETING cover the fundamental SERIES EDITOR

Sunil Gupta
concepts, theories, and frameworks that business students must Harvard Business School
learn. Authored by faculty at Harvard Business School, each 20-35
ALSO AVAILABLE IN THE
page Reading is delivered entirely online and comes with a Teaching FOLLOWING DISCIPLINES:
Note, review questions, and exhibit slides. Many also include ƒƒ Entrepreneurship
Interactive Illustrations and videos. ƒƒOperations Management
TOOLS TO HELP YOU TEACH WITH CORE CURRICULUM: ƒƒ Strategy
ƒƒTransition guides that match leading textbook chapters to
Core Curriculum Readings
ƒƒDetailed tables of contents of topics covered in each Reading
ƒƒLists that recommend cases, articles, and simulations
to pair with each Core Curriculum Reading
ƒƒIntro-level curriculum maps which recommend Readings and other items
for your introductory undergraduate or graduate marketing courses

 See reverse side for a list of Readings in Marketing.

hbsp.harvard.edu/corecurriculummarketing
CORE CURRICULUM: MARKETING hbsp.harvard.edu/corecurriculummarketing

The 18 Marketing Readings below are listed in one


potential teaching sequence.

Framework for Marketing Strategy Global Marketing Developing and Managing Channels
Formation Rohit Deshpandé #8182 of Distribution
Robert J. Dolan #8153 VIDEOS
V. Kasturi Rangan #8149
ƒƒ Be Global, Act Local INTERACTIVE ILLUSTRATIONS
Marketing Intelligence ƒƒ Change the Product, Not the Consumer ƒƒ Channel Margins Tool
Robert J. Dolan, Leslie John #8191 ƒƒ Channel Profiles
INTERACTIVE ILLUSTRATION Segmentation and Targeting
ƒƒ Conjoint Analysis Sunil Gupta #8219 Sales Force Design and Management
INTERACTIVE ILLUSTRATIONS
Doug J. Chung, Das Narayandas #8213
Creating Customer Value ƒƒ Dog Food Segmentation INTERACTIVE ILLUSTRATION
Sunil Gupta #8176 ƒƒ Pregnancy Test Device Market ƒƒ Salesforce Compensation
INTERACTIVE ILLUSTRATIONS VIDEO VIDEOS
ƒƒ Economic Value to Customer ƒƒ GE Healthcare Case, Parts 1-6 ƒƒ Aligning Strategy and Sales
ƒƒ Multiattribute Model for Laptop Preference ƒƒ Frontline Employees
VIDEO Brand Positioning ƒƒ Investment in Engagement
ƒƒ P&G’s “Thank you, Mom” London Olympics Jill Avery, Sunil Gupta #8197
Campaign Digital Marketing
INTERACTIVE ILLUSTRATION
ƒƒ Watch Branding/Using Perceptual Maps Sunil Gupta, Joseph Davin #8224
Customer Centricity to Understand Market Positioning INTERACTIVE ILLUSTRATION
Rohit Deshpandé #8171 ƒƒ Search and Display Advertising ROI
VIDEOS Brands and Brand Equity VIDEOS
ƒƒ Customer Centricity Rohit Deshpandé, Anat Keinan #8140 ƒƒ AdWords Video: Plan Your Campaign
ƒƒ Customers, Not Consumers VIDEOS ƒƒ Ads Manager: A Facebook Ads Tutorial
ƒƒ How Google Markets with Emotion ƒƒ Coca-Cola Hong Kong Multiscreen
Customer Management ƒƒ A Wedge of Lime Ad Campaign
Sunil Gupta #8162 ƒƒ HubSpot CEO Interview on Inbound
Marketing
INTERACTIVE ILLUSTRATIONS Competitive Strategies
ƒƒ United Breaks Guitars
ƒƒ Customer Lifetime Value Jill Avery, Sunil Gupta #8158
ƒƒ Advertising Symbiosis: The Key to
ƒƒ Expected Customer Lifetime Value
VIDEOS Viral Videos
ƒƒ Margin Multiple
ƒƒ The Two Choices to Make in Strategy
ƒƒ Marketing Myopia Marketing Communication
Consumer Behavior and the ƒƒ The Six Forces FORTHCOMING IN 2016
Buying Process
John T. Gourville, Michael I. Norton #8167
Product Policy
VIDEOS Robert Dolan #8208 EDUCATOR COPIES FOR
ƒƒ Harnessing Creativity PREMIUM EDUCATORS
INTERACTIVE ILLUSTRATIONS
ƒƒ United Breaks Guitars Premium Educators registered at
ƒƒ Altius Golf Ball Positioning
ƒƒ Use Social Media to Listen to Customers hbsp.harvard.edu can get access to
ƒƒ Bundling
course-planning tools, Teaching Notes,
VIDEOS
Business-to-Business Marketing Free Trials for eLearning content, and
ƒƒ Cashing In on Category Creation
Frank V. Cespedes, Das Narayandas #8145 special student pricing.
ƒƒ The Feedback Loop
INTERACTIVE ILLUSTRATION
ƒƒ Benefit and Decision-Maker Stacks NOT REGISTERED? APPLY NOW
Pricing Strategy educatoraccess.hbsp.harvard.edu
Robert J. Dolan, John T. Gourville #8203
INTERACTIVE ILLUSTRATIONS
ƒƒ Break-Even Quantity
ƒƒ Pricing Marginal Math
ƒƒ Value Stack

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