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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A Perfect Storm: Examining the Supply Chain for N95 Masks during COVID-19 - Teaching Note
Kraft, Tim; Shah, Jimit; Alagesan, Suriyaprakash; Handfield, RobertTeaching Note DARDEN-OM-1708TN-EService and Operations ManagementTeaching Note for the product OM-1708Starting at €0.00
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Katchia Gethers: In the Business of Getting Better
Adams, Gabrielle; Yemen, GerryCase DARDEN-OB-1443-ELeadership and People ManagementThis field-based case uses the challenges an elementary school principal encountered during her first year as a seasoned professional in an underperforming school to set the stage for unfolding a framework on cultures, situations, and selves. The material also reveals elements of burnout, racism, and interpersonal and structural problems. The case allows an exploration of managers unconsciously placing greater expectations on high-performing wome...Starting at €8.20
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Washington Avenue: Road Diet or Road Buffet? (A)
Adams, Gabrielle; Yemen, GerryCase DARDEN-OB-1435-ELeadership and People ManagementIn this field-based case, the City of Philadelphia’s Office of Transportation, Infrastructure, and Sustainability is deciding how best to improve safety and move more people and goods in a way that would provide economic opportunities on a major corridor. The problem-solving opportunities in the city’s repaving process set the stage for an exploration of creative problem-solving and introduction of the concept of subtraction neglect. The case op...Starting at €8.20
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Stress in the Workplace: Mental Health Conversations - Teaching note
Adams, Gabrielle; Brown-Iannuzzi, Jazmin; Lisnek, Jaclyn; Prengler, Melanie; Yemen, GerryTeaching Note DARDEN-OB-1440TN-ELeadership and People ManagementTeaching note for product OB-1440Starting at €0.00
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Washington Avenue: Road Diet or Road Buffet? (A) and (B) - Teaching note
Adams, Gabrielle; Yemen, GerryTeaching Note DARDEN-OB-1435TN-ELeadership and People ManagementTeaching note for product OB-1435Starting at €0.00
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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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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