Darden University of Virginia (USA)
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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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MetLife Meets Insurtech App to App
Allayannis, George (Yiorgos); Fernstrom, Aaron; Holtz, PaulCase DARDEN-F-1947-EFinanceThis case examines the key issues facing MetLife, a major company in life and annuity (L&A) and - to a lesser extent - property and casualty (P&C) insurance. The case provides an opportunity to analyze the business models of insurance companies, the main risks they face, and the broad investment strategies they pursue. The case also discusses how technology (including insurtech), regulation, and risk affect MetLife and insurance companies in gene...Starting at €8.20
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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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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
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An Introduction to Blockchain
Allayannis, George (Yiorgos); Fernstrom, AaronTechnical Note DARDEN-F-1810-EFinanceThis technical note explains what blockchain is, what it allows, as well as discusses its advantages and potential issues to consider further. It also provides an example of an application in which blockchain technology is used and describes regulatory and governance considerations. It can be used in a financial institutions or fintech course along with a case on digital currencies.Starting at €8.20
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Bitcoin: Investment or Illusion?
Allayannis, George (Yiorgos); Fernstrom, AaronCase DARDEN-F-1819-EFinanceThe case describes a hypothetical hedge fund manager who is examining whether to invest in bitcoin. The case discusses potential risks and rewards of investing in bitcoin, the role of bitcoin and digital currencies more broadly, and financial innovation in the space, such as ICOs. It can be taught as part of a second-year MBA elective course in investments, financial institutions/capital markets, or fintech.Starting at €8.20
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JUST Capital
Matos, Pedro; Frank, Mary Margaret; Fernstrom, AaronCase DARDEN-F-1844-EFinanceThe case examines the development and launch of an exchange-traded fund (ETF) based on JUST Capital's socially responsible corporate ranking methodologies. The case provides a market overview of Environment, Social, and Corporate Governance (ESG) and socially responsible investing (SRI), what has driven growth in those areas worldwide, and several best-practice investment approaches. Following the overview, the case describes the founding and dev...Starting at €8.20
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Bitcoin: Investment or Illusion? - Teaching Note
Allayannis, George (Yiorgos); Fernstrom, AaronTeaching Note DARDEN-F-1819TN-EFinanceTeaching note for product F-1819Starting at €0.00