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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Where in the World Should You Get Cancer? (A)
Matherne, G. Paul; Quissel, Kathryn; Liang, Rongwu; Zhang, OliviaCase DARDEN-OM-1742-EService and Operations ManagementWhat does “universal health care coverage” mean? Is it the same all over the world? Universal health care systems have the benefit of ensuring access to some services with a degree of financial protection for most citizens within a country. However, every system has tradeoffs, and these tradeoffs have different consequences for people experiencing a health crisis such as cancer. A leading cause of death worldwide, cancer has created a large “mark...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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Where in the World Should You Get Cancer? (B): Lu Yong Epilogue
Matherne, G. Paul; Quissel, Kathryn; Liang, Rongwu; Zhang, OliviaCase DARDEN-OM-1743-EService and Operations ManagementWhat does “universal health care coverage” mean? Is it the same all over the world? Universal health care systems have the benefit of ensuring access to some services with a degree of financial protection for most citizens within a country. However, everyStarting at €5.74
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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