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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High Places Studio (B)
Clyman, Dana R.; Sullivan, Jenelle HammesCase DARDEN-QA-0547-EDecision AnalysisIn the B case, a question arises concerning what type of contract to offer the film's star. Should the studio offer a standard fixed-fee contract, or should it offer a smaller fixed fee plus a percentage of the gross? Moreover, which alternative would the star prefer? See also the A case, UVA-QA-0546.Starting at €5.74
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Adam Root, MD (A)
Horniman, Alexander B.; Josephs, Scott T.Case DARDEN-OB-0992-ELeadership and People ManagementAdam Root, for as long as he could remember, wanted to be a doctor like his father. As a single parent, his father raised four children. Root idolized his father. Root was an outstanding student in high school and in medical school. After completing his residency, he joined a small private primary care practice in the Boston area. The practice grew because of Root's significant contribution. After a 10-year period, the practice had grown in exces...Starting at €8.20
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Adam Root, MD (B)
Horniman, Alexander B.; Josephs, Scott T.Case DARDEN-OB-0993-ELeadership and People ManagementAdam Root was faced with the problem of burning out because of his work. His wife wanted him to give up the role of medical director, a role he did enjoy though he believed at times it demanded too much of him, and it was causing him to miss out on his family. In the end, he decided to leave his group practice, but he left it without plans of what he would do next. This is the B case in a series of three cases (A case: UVA-OB-0992 and C case: UVA...Starting at €5.74
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Adam Root, MD (C)
Horniman, Alexander B.; Josephs, Scott T.Case DARDEN-OB-0994-ELeadership and People ManagementAfter leaving his practice, Adam Root spent time looking at options. He decided to join a national medical company as a medical director, this time on the managed care side of medicine. He had initially been inspired to take the position by the senior medical director, who left that position nine months later. Root became the new senior medical director and enjoyed the new position. This is the C case in a series of three cases (A case: UVA-OB-09...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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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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High Places Studio (A)
Clyman, Dana R.; Sullivan, Jenelle HammesCase DARDEN-QA-0546-EDecision AnalysisLaura Anderson, a vice president in High Places Studio’s production-finance department, needs to make a recommendation to the studio’s president, Leo Walsh, regarding whether the studio should go ahead with the production of an exciting mystery movie. Walsh has the final say on the development and production of movie scripts for major box-office release. This new movie idea, like so many others in the film industry, is risky. It could become a bl...Starting at €8.20