Author Profile
Kim, Tami
Mastercard: Getting in League with Legends
Yemen, Gerry; Steenburgh, Thomas J.; Kim, Tami
M-1008 | Published September 23, 2022 | 15 pages. Case
Collection: Darden School of Business
This 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... Read More
Andrew Yang: A New Way Marketing Campaign
M-1018 | Published October 19, 2021 | 25 pages. Case
Collection: Darden School of Business
This 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 you... Read More
Customer Journey Map
Venkatesan, Rajkumar; Kim, Tami
M-1012 | Published July 26, 2021 | 6 pages. Exercise
Collection: Darden School of Business
This digital marketing exercise guides student groups through “customer journeys” in five different categories: home goods, clothing, office equipment, car insurance, and groceries. Students assume th... Read More
Customer Insights
Venkatesan, Rajkumar; Kim, Tami
M-1013 | Published July 26, 2021 | 4 pages. Exercise
Collection: Darden School of Business
In 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 ... Read More
Conjoint Analysis: Estimating Consumer Preferences
Whitler, Kimberly A.; Steenburgh, Thomas J.; Anik, Lalin; Cian, Luca; Kim, Tami; Ferrera, Ryan; Hills, Winfred
M-1002 | Published August 03, 2020 | 8 pages. Exercise
Collection: Darden School of Business
This exercise walks students through using conjoint analysis to determine customer preferences and price sensitivity using the example of car sales. It includes steps to determine attribute levels, ho... Read More
Facebook, Cambridge Analytica, and the (Uncertain) Future of Online Privacy
M-0979 | Published July 20, 2020 | 16 pages. Case
Collection: Darden School of Business
This 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 c... Read More
Facebook: Managing User-Generated Content
M-0976 | Published March 11, 2020 | 10 pages. Case
Collection: Darden School of Business
This public-sourced case describes the evolution of Facebook monitoring users' activity around what potentially offensive or disturbing material could stay posted and what should be removed. Following... Read More