CORE CURRICULUM

Readings in Marketing
Fundamental course
material in Marketing

Tight pedagogical
link between Readings
and HBS cases

Adopt individual
Readings or the
full set

“I used the Core Readings instead of a course textbook.

Students found the information both interesting and
easy to apply. Content was compelling to teach as
foundational information.”
REVIEW FROM HARVARD BUSINESS PUBLISHING FOR EDUCATORS WEB SITE

CORE CURRICULUM READINGS IN MARKETING cover the fundamental SERIES EDITOR

Sunil Gupta
concepts, theories, and frameworks that business students must Harvard Business School
learn. Authored by faculty at Harvard Business School, each 20-35
ALSO AVAILABLE IN THE
page Reading is delivered entirely online and comes with a Teaching FOLLOWING DISCIPLINES:
Note, review questions, and exhibit slides. Many also include ƒƒ Entrepreneurship
Interactive Illustrations and videos. ƒƒOperations Management
TOOLS TO HELP YOU TEACH WITH CORE CURRICULUM: ƒƒ Strategy
ƒƒTransition guides that match leading textbook chapters to
Core Curriculum Readings
ƒƒDetailed tables of contents of topics covered in each Reading
ƒƒLists that recommend cases, articles, and simulations
to pair with each Core Curriculum Reading
ƒƒIntro-level curriculum maps which recommend Readings and other items
for your introductory undergraduate or graduate marketing courses

 See reverse side for a list of Readings in Marketing.

hbsp.harvard.edu/corecurriculummarketing
CORE CURRICULUM: MARKETING hbsp.harvard.edu/corecurriculummarketing
The 18 Marketing Readings below are listed in one
potential teaching sequence.
Framework for Marketing Strategy
Formation
Robert J. Dolan #8153
Marketing Intelligence
Robert J. Dolan, Leslie John #8191
INTERACTIVE ILLUSTRATION
ƒƒ Conjoint Analysis
Creating Customer Value
Sunil Gupta #8176
INTERACTIVE ILLUSTRATIONS
ƒƒ Economic Value to Customer
ƒƒ Multiattribute Model for Laptop Preference
VIDEO
ƒƒ P&G’s “Thank you, Mom” London Olympics
Campaign
Customer Centricity
Rohit Deshpandé #8171
VIDEOS
ƒƒ Customer Centricity
ƒƒ Customers, Not Consumers
Customer Management
Sunil Gupta #8162
INTERACTIVE ILLUSTRATIONS
ƒƒ Customer Lifetime Value
ƒƒ Expected Customer Lifetime Value
ƒƒ Margin Multiple
Consumer Behavior and the
Buying Process
John T. Gourville, Michael I. Norton #8167
VIDEOS
ƒƒ Harnessing Creativity
ƒƒ United Breaks Guitars
ƒƒ Use Social Media to Listen to Customers
Business-to-Business Marketing
Frank V. Cespedes, Das Narayandas #8145
INTERACTIVE ILLUSTRATION
ƒƒ Benefit and Decision-Maker Stacks
Global Marketing Developing and Managing Channels
Rohit Deshpandé #8182 of Distribution
VIDEOS
V. Kasturi Rangan #8149
ƒƒ Be Global, Act Local INTERACTIVE ILLUSTRATIONS
ƒƒ Change the Product, Not the Consumer ƒƒ Channel Margins Tool
ƒƒ Channel Profiles
Segmentation and Targeting
Sunil Gupta #8219 Sales Force Design and Management
INTERACTIVE ILLUSTRATIONS
Doug J. Chung, Das Narayandas #8213
ƒƒ Dog Food Segmentation INTERACTIVE ILLUSTRATION
ƒƒ Pregnancy Test Device Market ƒƒ Salesforce Compensation
VIDEO VIDEOS
ƒƒ GE Healthcare Case, Parts 1-6 ƒƒ Aligning Strategy and Sales
ƒƒ Frontline Employees
Brand Positioning ƒƒ Investment in Engagement
Jill Avery, Sunil Gupta #8197
Digital Marketing
INTERACTIVE ILLUSTRATION
ƒƒ Watch Branding/Using Perceptual Maps Sunil Gupta, Joseph Davin #8224
to Understand Market Positioning INTERACTIVE ILLUSTRATION
ƒƒ Search and Display Advertising ROI
Brands and Brand Equity VIDEOS
Rohit Deshpandé, Anat Keinan #8140 ƒƒ AdWords Video: Plan Your Campaign
VIDEOS ƒƒ Ads Manager: A Facebook Ads Tutorial
ƒƒ How Google Markets with Emotion ƒƒ Coca-Cola Hong Kong Multiscreen
ƒƒ A Wedge of Lime Ad Campaign
ƒƒ HubSpot CEO Interview on Inbound
Marketing
Competitive Strategies
ƒƒ United Breaks Guitars
Jill Avery, Sunil Gupta #8158
ƒƒ Advertising Symbiosis: The Key to
VIDEOS Viral Videos
ƒƒ The Two Choices to Make in Strategy
ƒƒ Marketing Myopia Marketing Communication
ƒƒ The Six Forces FORTHCOMING IN 2016
Product Policy
Robert Dolan #8208 EDUCATOR COPIES FOR
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INTERACTIVE ILLUSTRATIONS
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Pricing Strategy educatoraccess.hbsp.harvard.edu
Robert J. Dolan, John T. Gourville #8203
INTERACTIVE ILLUSTRATIONS
ƒƒ Break-Even Quantity
ƒƒ Pricing Marginal Math
ƒƒ Value Stack
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