9B14A034 Pirouz, 2014 “Lululemon Athletica, Inc.” (Exam Case) Additional Readings+ Week Title Author/Year/Source Topic Assigned Integrated Marketing Dolan, 2000 (HBS) Overview of marketing Week 1 Communications communication principles Berry, 2000 (Journal of Marketing of intangible, “Cultivating Service Week 2 Brand the Academy of experiential offerings is Equity” Marketing Science) different Specificity of Luxury Kapferer and Bastein, Establishes the domain of “The Management: Turning 2009 (Brand luxury brands and describes Week 3 Marketing Management) related luxury concepts and Upside Down” best practices Individual in the Digital Edelman, 2010 “Branding Assignment Age: You’re Spending Your Money in all the Wrong Places” The Written Intel, 2002 Provides written guidelines for “Intel Voice: Expression of the Intel creating a consistent brand Week 4 Brand expression and persona Personality” the Extreme , , , and , 2010 (HBR) Describes the small but “Behold Individual Consumers and Learn to influential market segment of Assignment the customer Embrace Them” “extreme” Brand Fournier and Lee, 2009, Updated insights on managing “Getting Communities (HBR) communities as a means of Right” Week 4 business, marketing and corporate strategy the Voice of the Zaltman and Coulter, Provides an overview of the “Seeing Customer: 1995 ZMET research technique Week 5 Advertising Research” an Icon Holt, 2003 (HBR) Discusses the role of cultural “What Becomes relevance and symbolism to Week 6 Most?” brand success Follow the e-Reserves link on Blackboard to access readings not included the HBS course pack. Carey Business School Policies and General Information Blackboard Site A Blackboard course site is set up for this course. Each student is expected to check the site throughout the semester as Blackboard will be the primary venue for outside classroom communications between the instructors and the students. Students can access the course site at . Support for Blackboard is available at 1-866-669-6138. Course Evaluation As a research and learning community, the Carey Business School is committed to continuous improvement. The faculty strongly encourages students to provide complete and honest feedback for this
9B14A034 “Lululemon Athletica, Inc.” (Exam Case) Pirouz, 2014 Additional Readings+ Week Assigned Title Author/Year/Source Topic Week 1 Integrated Marketing Communications Dolan, 2000 (HBS) Overview of marketing communication principles Week 2 “Cultivating Service Brand Equity” Berry, 2000 (Journal of the Academy of Marketing Science) Marketing of intangible, experiential offerings is different Week 3 Individual Assignment “The Specificity of Luxury Management: Turning Marketing Upside Down” Kapferer and Bastein, 2009 (Brand Management) Establishes the domain of luxury brands and describes related luxury concepts and best practices “Branding in the Digital Age: You’re Spending Your Money in all the Wrong Places” Edelman, 2010 Week 4 Individual Assignment “Intel Voice: The Written Expression of the Intel Brand Personality” Intel, 2002 Provides written guidelines for creating a consistent brand expression and persona “Behold the Extreme Consumers and Learn to Embrace Them” , , , and , 2010 (HBR) Describes the small but influential market segment of the “extreme” customer Week 4 “Getting Brand Communities Right” Fournier and Lee, 2009, (HBR) Updated insights on managing communities as a means of business, marketing and corporate strategy Week 5 “Seeing the Voice of the Customer: Advertising Research” Zaltman and Coulter, 1995 Provides an overview of the ZMET research technique Week 6 “What Becomes an Icon Most?” Holt, 2003 (HBR) Discusses the role of cultural relevance and symbolism to brand success Follow the e-Reserves link on Blackboard to access readings not included the HBS course pack. Carey Business School Policies and General Information Blackboard Site A Blackboard course site is set up for this course. Each student is expected to check the site throughout the semester as Blackboard will be the primary venue for outside classroom communications between the instructors and the students. Students can access the course site at . Support for Blackboard is available at 1-866-669-6138. Course Evaluation As a research and learning community, the Carey Business School is committed to continuous improvement. The faculty strongly encourages students to provide complete and honest feedback for this
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