Darden University of Virginia (USA)
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Lac Leman Festival de la Musique (A)
Bodily; Samuel E.; Jenkins; RobertCase DARDEN-QA-0707-EDecision AnalysisThe organizers of a music festival may use video from the Friday concert to create a DVD to sell to those who come to the Saturday concert. Attendance on Saturday is uncertain; as is the percentage of those who attend on Saturday who will buy the DVD. Is this a good project? If so; what number of DVDs should be burned early Saturday morning and offered for sale at that evening's performance? By that time; Friday attendance is known; as well as wh...Starting at €8.20
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Lac Leman Festival de la Musique (B)
Bodily; Samuel E.; Jenkins; RobertCase DARDEN-QA-0708-EDecision AnalysisThe organizers of a music festival may use video from the Friday concert to create a DVD to sell to those who come to the Saturday concert. Attendance on Saturday is uncertain; as is the percentage of those who attend on Saturday who will buy the DVD. Is this a good project? If so; what number of DVDs should be burned early Saturday morning and offered for sale at that evening's performance? By that time; Friday attendance is known; as well as wh...Starting at €5.74
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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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Lac Leman Festival de la Musique (A) and (B) - Teaching Note
Bodily; Samuel E.Teaching Note DARDEN-QA-0707TN-EDecision AnalysisTeaching note for product QA-0707Starting 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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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
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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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Facebook, Cambridge Analytica, and the (Uncertain) Future of Online Privacy
Kim, Tami; Yemen, GerryCase DARDEN-M-0979-EMarketingThis public-sourced case uses Facebook, the legendary social media platform, to unfold circumstances that allow an analysis of the firm’s privacy risk around its marketing tools and use of collected consumer data. Although Facebook had made progress on pStarting at €8.20
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Andrew Yang: A New Way Marketing Campaign - Teaching note
Kim, Tami; Yemen, GerryTeaching Note DARDEN-M-1018TN-EMarketingTeaching note for product M-1018Starting at €0.00