Darden University of Virginia (USA)
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Black Cards and Banking
Fairchild; Gregory B.; Tierney; Black; Christina; Jones; Liz IvaniwCase DARDEN-F-1870-EFinanceCecilia and Luke were recently married and were beginning to build a life together. Although they were complete opposites; they had been able to work through their differences and have a good relationship. Luke was a musician who did not have a day job. Although his music was able to provide him with an income; it was not steady or reliable. Cecilia; on the other hand; had a steady job working as a marketing manager for a baby formula company. Wh...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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Motorcowboy: Getting a Foot in the Door (A)
Farris, Paul W.; Maddux, Robert; Harr, Timothy; Gray, Martha; Kanaparthi, Gautam; Shrivastava, Prateek; Weiss, Matthew; Pfeifer, Phillip E.Case DARDEN-M-0814-EMarketingAs part of the Google Online Marketing Challenge, a team of Darden students devises an AdWords campaign for Motorcowboy, an online source of custom footwear that caters to segments as varied as motorcycle police, cross-dressers, movie buffs, equestrians, and plus-size individuals. When an initial keyword list yields low traffic, the team must adapt its approach. This three-part case illustrates the segmentation process and the relative merits of ...Starting at €8.20
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Motorcowboy: Getting a Foot in the Door (B)
Farris, Paul W.; Maddux, Robert; Harr, Timothy; Gray, Martha; Kanaparthi, Gautam; Shrivastava, Prateek; Weiss, Matthew; Pfeifer, Phillip E.Case DARDEN-M-0815-EMarketingThis continuation of the case about a Google AdWords campaign for Motorcowboy, an online source of custom footwear, recounts the Darden team's revised approach.Starting at €5.74
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Motorcowboy: Getting a Foot in the Door (C)
Farris, Paul W.; Maddux, Robert; Harr, Timothy; Gray, Martha; Kanaparthi, Gautam; Shrivastava, Prateek; Weiss, Matthew; Pfeifer, Phillip E.Case DARDEN-M-0816-EMarketingThis third and final part of the case about a Google AdWords campaign for Motorcowboy, an online source of custom footwear, delineated the Darden team's recommendations for future efforts.Starting at €5.74
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Google, King of Search
Farris, Paul W.; Gray, MarthaCase DARDEN-M-0818-EMarketingThis survey of Google's rise to prominence as the de facto search engine of choice focuses on the theme of relevance as a guiding principle. As Google has diversified its offering through both organic growth and acquisition, the potential manifestations of relevance have multiplied, to the point where the nature of its market may need to be reassessed.Starting at €8.20
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A Quicksand of Loans: Loan Types
Fairchild; Gregory B.; Tierney; Black; Christina; Jones; Liz IvaniwCase DARDEN-F-1867-EFinanceRachel Moore was an optimistic; cheerful; friendly woman who had recently graduated with a bachelor’s degree in business management. She had used scholarships and grants while working 30 hours a week to make up the difference in tuition; and had graduated debt free—becoming the first in her family to earn a college education. After moving to start a full-time job a marketing manager at a marketing company; Rachel had recently been told that the h...Starting at €8.20
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A Quicksand of Loans: Loan Types - Teaching Note
Fairchild; Gregory B.; Tierney; Black; Christina; Jones; Liz IvaniwTeaching Note DARDEN-F-1867TN-EFinanceTeaching note for product F-1867Starting at €0.00
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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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Google AdWords
Farris, Paul W.; Gray, MarthaTechnical Note DARDEN-M-0817-EMarketingThis note introduces search engine marketing as presented by Google's popular AdWords advertising program and as monitored by Google Analytics.Starting at €8.20