Darden University of Virginia (USA)
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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
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When Competition Isn't Enough: Rural Health in Southwest Virginia (A)
Matherne; G. Paul; Goldberg; Rebecca; Bermel; Peggy; Fox; Brennan; Minogue; Kevin; Oberleitner; Ryan; Punches; Charlie; Rose; CarolineCase DARDEN-S-0314-EStrategyMark Seidman at the Federal Trade Commission is evaluating a proposed merger between two health care entities and competing market leaders in southwest Virginia. The rural region is characterized by poverty; unemployment; and poor population health indicators relative to the rest of the state. The merger would form a virtual monopoly; normally prohibited by federal consumer protection laws; but the two companies assert that it would allow them to...Starting at €8.20
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FICO Score - Teaching Note
Eades; Kenneth M.; Fairchild; Gregory B.; Maiden; Stephen E.Teaching Note DARDEN-F-1909TN-EFinanceTeaching note for product F-1909Starting at €0.00
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When Competition Isn't Enough: Rural Health in Southwest Virginia (C)
Matherne; G. Paul; Goldberg; Rebecca; Bermel; Peggy; Fox; Brennan; Minogue; Kevin; Oberleitner; Ryan; Punches; Charlie; Rose; CarolineCase DARDEN-S-0316-EStrategyThis optional C case follows S-0314 and S-0315; and describes the results of decisions on whether to allow a merger of two health care entities in rural Virginia. This case set explores the differences in and conflicts among the interests of for-profit health care systems; of rural; low-income residents; and of federal; state; and local governments. It allows students to engage in an in-depth discussion of the sometimes emotional issue of rural h...Starting at €5.74
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FICO Score
Eades; Kenneth M.; Fairchild; Gregory B.; Maiden; Stephen E.Case DARDEN-F-1909-EFinanceThis case teaches students the importance of maintaining a strong FICO score by illustrating the consequences of paying bills late or not at all. The protagonist is David Molina; a waiter at a struggling Italian restaurant located down the block from where he lives. Money is tight for Molina right now—his limited income means he lives paycheck to paycheck. However; Molina knows things will be looking up for him soon because he recently accepted a...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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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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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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Living the "Unbanked Life": Maria
Eades; Kenneth M.; Sinclair; Safiya; Fairchild; Gregory B.Case DARDEN-F-1892-EFinanceThis case follows a woman named Maria Alvarez as she explores financing options to cover costs for her young daughter's surprise respiratory illness. Alvarez has not opened a bank account since moving to the United States from the Dominican Republic two years prior and has little savings from her job. She lives paycheck to paycheck without a credit card or credit history; to her knowledge. Should Alvarez get the money she needs through a payday l...Starting at €8.20