This exercise is designed to give students an opportunity to develop a communications plan and press statement for The Coca-Cola Company (Coke) as it attempts to navigate the 2021 Georgia voting law controversy. Specifically, it asks students to assume the role of chief marketing and communications officer (CMCO) at Coke and recommend a communications plan, including a press statement, to fulfill
This exercise consists of a set of incomplete worksheets with which students must calculate (1) the effect of hypothetical changes in capital structure on firm value, and (2) the effect of a major recapitalization on the share price of Koppers Company. Illustrating in particular Modigliani and Miller's theory about the relationship between debt and firm value in a taxable world, this exercise lays
Although not all MBA students end up working in a marketing function and/or on a brand per se, all students will develop a professional brand, whether it is proactively built or created through happenstance. This exercise helps guide students through a process to think strategically about how to develop their professional brand at work. It is used in conjunction with a technical note that details
This short case presents the trade-offs that Vitaliy faces before purchasing a car. The case contains a consequence table showing five different cars and how they fare on six attributes, including price, user ratings, torque, fuel consumption, and engine power. The case is ideal to introduce the multiattribute methodology.
The owners of a chain of hardware stores are preparing the most recent quarter financial statements. A number of business details are provided, including information to assess accrual accounting net income: sales, cost of sales, operating expenses, interest, depreciation, and taxes. The most recent balance sheet is provided, enabling an assessment of basic accruals (e.g., tax payable).
To prepare for each year’s NFL draft, each team creates a “model” for player selection. This involves developing a holistic view of every player (especially those the team is most interested in), such that it can compare two different players. In this exercise, students are tasked with building and operationalizing (but not actually collecting the data or testing) a model for player selection in t
In this exercise/case, each student is a new associate assigned as the lead of a work stream handling Coastal's product specifications to learn whether the company is unnecessarily over-specifying key equipment, making it more expensive to build its products (ships). Students are tasked with conducting an initial series of short phone interviews with the original equipment manufacturer's suppliers
This exercise puts students into the role of an associate at a marketing and sales agency. They are asked to develop specific recommendations to present to some senior leaders about how the firm can and should become more truly inclusive and just. They also must be specific about the objectives and metrics they believe must be agreed to, and who should be accountable for them, in order to insure p