(If you're not one of my students, you're in the wrong section of the website.) :)
Below is a copy of the class-by-class syllabus you were all provided, only this copy has links (where possible) to make it easier to find some of the readings.
Please email me with any questions, or if you find any of the links are not working.
- DP
=================================
Week 1: Jan 9
Topic 1: Introduction / Course Administration
Topic 2: Introduction to Retail Strategy / Metrics
(No Readings for this week)
=================================
Week 2: Jan 16
- DP
=================================
Week 1: Jan 9
Topic 1: Introduction / Course Administration
Topic 2: Introduction to Retail Strategy / Metrics
(No Readings for this week)
=================================
Week 2: Jan 16
Topic: Retailing Structures & Strategies
Prep:
Key themes and managerial implications from the articles.
Read:
Week 3: Jan 23
Prep:
Key themes and managerial implications from the articles.
Read:
- Brynjolfsson, E. et al. "Competing in the Ad of Omnichannel Retailing". MIT Sloan Management Review. Summer 2013. Volume 54, No 4.
- Brown, M., et al. “On Solid Ground: Brick and Mortar is the Foundation of Omni-Channel Retailing”. ATKearney.com. 2014.
- Kim, E. “New Amazon data from Wall Street should terrify all retail stores in the US”. Business Insider. September 8, 2016. Accessed October 11, 2016.
- Stephens, L. "Survey Shows Rapid Growth in Online Shopping". The Wall Street Journal. June 8, 2016. Accessed October 11, 2016. (Note: article can be found in course kit)
- Pettypiece, S., “Walmart makes risky bet it can loosen Amazon’s grip on shoppers”. Bloomberg News, October 7, 2016. Accessed October 11, 2016.
- Safdar, K. “Why Wayfair Inc. Thinks It Can Be the Amazon of Furniture”. The Wall Street Journal. October 2, 2016. Accessed October 11, 2016. (OPTIONAL)
- Leonard, D. "Will Amazon Kill FedEx?" Bloomberg BusinessWeek. August 31, 2016. Accessed October 11, 2016. (OPTIONAL)
Week 3: Jan 23
Topic 1: Identifying & Understanding the Retail Consumer
Topic 2: Moments of Truth (ZMOT / FMOT / SMOT)
Prep:
Key themes and managerial implications from the articles.
Read:
ASSIGNMENT DUE:
Individual Case Hand-In (20%): “Jill’s Table: Digitizing a Retail Legacy”
Prep:
Key themes and managerial implications from the articles.
Read:
- Cox, A. et al. “Reassessing the Pleasure of Store Shopping”, Journal of Business Research, 2005, 58(3), Pg 250-259.
- Almquist, E. et al. “The Elements of Value: Measuring - and delivering - what consumers really want”. Harvard Business Review. September 2016. Pg 47-53.
- van den Driest, F. et al. “Building an Insights Engine: How Unilever got to know its customers”. Harvard Business Review. September 2016. Pg 64-74
- Pollak, T. et al. "ZMOT Handbook: Ways to Win Shoppers at the Zero Moment of Truth". Google. 2012.
- Lecinski, J. "ZMOT: Winning the Zero Moment of Truth". Google. 2011. (OPTIONAL)
ASSIGNMENT DUE:
Individual Case Hand-In (20%): “Jill’s Table: Digitizing a Retail Legacy”
=================================
Week 4: Jan 30
Topic: Crafting and Maintaining a Retail Brand
Prep:
Key themes and managerial implications from the articles.
Read:
=================================
Week 5: Feb 6
Prep:
Key themes and managerial implications from the articles.
Read:
- Berry, L.L., Seltman, K.D., "Building a strong services brand: Lessons from Mayo Clinic". Business Horizons, 2007 (50). pp. 199-209.
- Dolbec, P., Chebat, J. "The Impact of a Flagship vs. a Brand Store on Brand Attitude, Brand Attachment and Brand Equity". Journal of Retailing, 89 (4, 2013). pp. 460-466.
- Ahrendts, A. "Burberry's CEO on Turning an Ageing British Icon into a Global Luxury Brand". Harvard Business Review. January-February 2013.
- Yoon, E. "Store Brands Aren't Just About Price". HBR.org. April 15, 2015.
Week 5: Feb 6
Topic: The Art & Science of Category Management (Winning on Product Selection)
Prep:
Read and Analyze the case “Managing the Competition: Category Captaincy on the Frozen Food Aisle” and prepare a recommendation for discussion in class. Key themes and managerial implications from the articles.
Read:
=================================
Week 6: Feb 13
Prep:
Read and Analyze the case “Managing the Competition: Category Captaincy on the Frozen Food Aisle” and prepare a recommendation for discussion in class. Key themes and managerial implications from the articles.
Read:
- Dhar, Sanjay K., Hoch, Stephen J. and Kumar, Nanda, (2001) “Effective Category Management Depends on the Role of the Category” Journal of Retailing 77 pp. 165-184.
- John T.Gourville and Dilip Soman, “Overchoice and Assortment Type: When and Why Variety Backfires”, Marketing Science, 2005, 24(3), pg 382-395.
- Palmiera, Mauricia M., Dominic Thomas, “Two Tier Brands: The Benefic Impact of a Value Brand on Perceptions of a Premium Brand”, Journal of Retailing, 4, pp.540-548. (OPTIONAL)
Week 6: Feb 13
Topic: Pricing and Promotion
Prep:
Key themes and managerial implications from the articles
Read:
ASSIGNMENT DUE:
Individual Assignment #1 (20%): Assessing the Shelf
Prep:
Key themes and managerial implications from the articles
Read:
- Cox, A. and Dena Cox (1990), “Competing on Price: The Role of Retail Price Advertisements in Shaping Store Price Image”. Journal of Retailing, Winter, pp.428-445.
- Dolan, R. "How Do You Know When the Price is Right?" Harvard Business Review. September-October 1995.
- Chandon, P. et al. "A Benefit Congruency Framework of Sales Promotion Effectiveness". Journal of Marketing; Oct 2000; 64, 4; ABI/INFORM Global, pp. 65
- Betsy Gelb, Demetra Andrews, Son K. Lam, “A Strategic Perspective on Sales Promotions”, MIT Sloan Management Review, 2007, 48(4), pp. W1-W7.
ASSIGNMENT DUE:
Individual Assignment #1 (20%): Assessing the Shelf
=================================
Feb 20
Feb 20
Family Day (No Class)
(No Readings Due)
=================================
Week 7: Feb 27
=================================
Week 7: Feb 27
Topic: The Importance of People (Building a competitive advantage through HR)
Prep:
Read and Analyze the case “The Wonderful World of Human Resources at Disney” and prepare a recommendation for discussion in class. Key themes and managerial implications from the articles.
Read:
=================================
Week 8: Mar 6
Read and Analyze the case “The Wonderful World of Human Resources at Disney” and prepare a recommendation for discussion in class. Key themes and managerial implications from the articles.
Read:
- Heskett, J. et al., “Putting the Service Profit Chain to Work”, Harvard Business Review, 2008, July/August, Pg. 118-129.
- Mady, E. "How Luxury Brands can Motivate Service Employees." HBR.org. November 2, 2015.
=================================
Week 8: Mar 6
Topic: Winning on Customer Experience
Prep:
Key themes and managerial implications from the articles
Prep:
Key themes and managerial implications from the articles
Read:
=================================
Week 9: Mar 13
- Zeithaml, V. et al., “Communication and Control Processes in the Delivery of Service Quality”, The Journal of Marketing, Vol. 52, No. 2 (Apr., 1988), pp. 35-48.
- Pine, B.J., Gilmore, J.H., "Welcome to the Experience Economy". Harvard Business Review, July-August 1998.
- Chase, R.B. and Dasu, S. "Want to Perfect your Company's Service? Use Behavioural Science." Harvard Business Review. June 2001.
- Frei, F. "The Four Things a Service Business Must Get Right". Harvard Business Review, April 2008.
- Stein, A., Ramaseshan, B. "Towards the identification of customer experience touch point elements". Journal of Retailing and Consumer Services, 30 (2016.) pp. 8-19.
Week 9: Mar 13
Topic: Winning on Convenience
Prep:
Key themes and managerial implications from the articles
Key themes and managerial implications from the articles
Read:
ASSIGNMENT DUE:
Individual Assignment #2 (20%): Assessing a Store Experience
- Seiders, K. et al. “Attention Retailers! How Convenient Is Your Convenience Strategy”, Sloan Management Review, 2000, 41(3) Pg. 79-89.
- Ariely, D. "Time Pressure: Behavioral Science Considerations for Mobile Marketing". ThinkwithGoogle.com. May 2016.
ASSIGNMENT DUE:
Individual Assignment #2 (20%): Assessing a Store Experience
=================================
Week 10: Mar 20
Week 10: Mar 20
Topic: Store Layout and Design
Prep:
Key themes and managerial implications from the articles
Key themes and managerial implications from the articles
Read:
=================================
Week 11: Mar 27
- Rigby, D.K., Vishwanath, V. "Localization: The Revolution in Consumer Markets". Harvard Business Review. April 2006.
- Spence, C. et al. “Store Atmospherics: A Mulitsensory Perspective”, Psychology and Marketing, July 2014, 31(7), Pg. 472-488.
=================================
Week 11: Mar 27
Topic: Loyalty and Retention
Prep:
Key themes and managerial implications from the articles
Key themes and managerial implications from the articles
Read:
=================================
Week 12: Apr 3
Topic 1: Group Project Presentations
Topic 2: Course Summary
(No Readings for this week)
ASSIGNMENT DUE:
Be The CEO: Report / Presentations
=================================
- Stephen S. Tax, Mark Colgate, David E. Bowen, “How to Prevent Your Customers from Failing”, MIT Sloan Management Review, 2006, 47(3), Pg. 29-38.
- Susan Fournier and Jill Avery, “Putting the Relationship Back in CRM”, MIT Sloan Management Review, 2011, 52(3, Pg. 63-72.
- Shin, J., Sudhir, K. "Should You Punish or Reward Current Customers?". MIT Sloan Management Review. Fall 2013.
- Mark Grainer, Charles H. Noble, Mary Jo Bitner, Scott M. Broetzmann, “What Unhappy Customers Want”, MIT Sloan Management Review, 2014, 55(3), Pg 31-35.
Week 12: Apr 3
Topic 1: Group Project Presentations
Topic 2: Course Summary
(No Readings for this week)
ASSIGNMENT DUE:
Be The CEO: Report / Presentations
=================================
