TC 576: Industry Applications in Merchandising & Management

Fall 2012
Lecture: TuTh 11 am 12:20 pm
Location: 1059 LeBaron
Instructor Information

Instructor:
Office:
Office hours:
Phone:
Email:

Dr. Jessica L. Hurst

1070 LeBaron
by appointment
294-5284
hurstj@iastate.edu

Course Description

Using the case study method, students will apply merchandising theory, principles, and practices to industry
scenarios. Emphasis on problem solving, creative thinking, data analysis, and data interpretation involved in
business operations. Focus on the development of leadership skills while functioning in small and large groups.
Course
Objectives
Course Objectives
1.

Apply merchandising theory, principles, and practice to industry scenarios and case study
analysis.

2.

Learn how to find appropriate data (i.e. articles, web-links, etc) and use that data to gain an
appreciation for the complexity of merchandising functions within the retail industry.

3.

Develop problem solving, creative/critical thinking, and leadership skills while functioning
independently and/or in small and large groups.

4.

Understand basic data analysis and data interpretation techniques commonly used in the
industry.

5.

Learn how to write research articles for practitioner-related journals, scholarly journals,
and/or conference proceedings.

This is a lecture/discussion-based course. Students will participate in case-study analysis and discussion each
week. Students will also take leadership of an assigned/chosen topic and be the Case Study Expert for the
day.
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Class Policies/Expectations

1. Attendance at all classes is expected. Arrive in class early enough so class can start on time. Anybody

arriving after class has started will lose participation points.

2. Cases corresponding to class dates should be read and prepared in advance for class discussions.
3. Please notify me if you are unable to attend a class for any reason. If you are unable to attend the class,
you may make up for partial class participation points by submitting a one-page written analysis of the case
assigned for that day. The case analysis should be submitted prior to the class unless missing the class for an
emergency or unanticipated absence. You are allowed to make up only two cases in this manner in the
entire semester.
4. A student found guilty of academic dishonesty (e.g., cheating on tests, plagiarism, coercion,
misrepresentation, etc.) will receive a failing grade for the applicable assignment/test. In addition, academic
dishonesty may lead to suspension, conduct probation, or reprimand by the university.
5. You must keep all electronic devices (including laptops and phones) turned off during class time. You may
use them during breaks, or unless otherwise instructed.
Required Readings

See lecture schedule for assigned case studies and readings that you will need to either purchase or download
from the Internet. A link to the coursepack will be emailed to you, as well as posted on Blackboard.
Course Assignments

Industry Expert (35%): Within the first few weeks of the semester, you will be asked to come up with
a list of up to 3 future job positions that you would like to have (i.e. Senior Business Analyst for Target
or Special Events Coordinator for the Metropolitan Museum of Art, etc.). You will be asked to turn in
your top 3 future job choices in ranked order (i.e. #1 is your first choice, #2 is your second choice,
etc.). During the first part of the semester, you will be responsible for collecting research (i.e. articles,
webinars, etc.) on that specific position and/or company you listed as #1. With the help of the
instructor, you will then be asked to seek out someone in the industry/specified company that has
your desired job, and interview them. Throughout the semester, we will spend some class time
discussing potential interview questions and develop an Interview Form. Finally, you will put together
a professional presentation and mini-portfolio (i.e. handouts, etc.) about your desired job/company
and present that to the class. Note: A structured grading-criteria form for this assignment will be
handed out at a later date. This is an individual assignment, and cannot be done in a group.
Discussion Leadership: Case Study Expert (20%): Each student will choose a topic from the course
schedule. Once you have decided upon your topic, you will sign up for a one-hour block of time on
the designated day of your chosen topic. You are responsible for presenting/summarizing the
assigned case for that day to the class and facilitating class discussion. You can use some of the
questions given for each case, but you must also come up with at least TWO additional questions per
case study. I do not want you to just lecture to the class, but instead think of creative ways to involve
your fellow classmates in the discussion. Part of your discussion leadership should include an
overview of how the case study for that day relates to your topic of choice.
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Please note that 3-5 additional articles must be found to support the case study, the findings, and the
discussion. An electronic copy (if available)/link of the additional articles must be e-mailed to the
instructor ONE WEEK PRIOR to your assigned discussion leadership day. For example, if you are
signed up as discussion leader for Tuesday, 9/4, you must have your extra articles turned in and/or emailed to me by 5 pm on Tuesday, 8/28. A late penalty of 10% per day will be deducted from your
score if you fail to turn in articles on time. For example, , if you are to present on Tuesday, 9/4 and
you turn your articles in at 5:45 pm on Tuesday, 8/2810% will be deducted from your score;
likewise, if you turn the articles in on Wednesday 8/29 by 5 pm20% will be deducted from your
grade, etc. Please be timely and plan ahead.
Trade Publication, Scholarly Journal Article, or Case Study/White Paper (25%): Using the topics
covered, articles read, and research collected throughout the course, you will prepare one of the
following for submission:
a manuscript for submission to a practitioner-related journal or magazine (i.e. Stores
Magazine, Talent Management, BusinessWeek, etc.)
see following URL for more information regarding the difference between trade
publications, scholarly journals, and popular magazines:
http://training.proquest.com/trc/training/en/peervsscholarly.pdf
see the following URLs for a list of trade publications by topic:
http://www.entrepreneur.com/tradejournals/index.html
http://www.tradepub.com/
a manuscript for submission to a teaching-related journal (see CELT website for a list of
teaching-related journals: http://www.celt.iastate.edu/sotl/journals.html)
a manuscript for submission to a journal that accepts case study research (i.e. Journal of
Business Case Studies, Journal of Case Research in Business and Economics, the International
Journal of Case Studies in Management, or Journal of Global Fashion Marketing)
a case study or white paper
See the following URL for more information on how to write a case study:
http://www.entrepreneur.com/magazine/entrepreneur/2005/january/74978.html
See the following URL for a writing guide on case studies:
http://writing.colostate.edu/guides/research/casestudy/
See the following URL for more information on how to write a white paper:
http://www.stelzner.com/copy-HowTo-whitepapers.php
See the following URL for examples of white papers: http://www.whitepapers.org/
There will be various checkpoints for this assignment throughout the course to ensure progress.
Please see course schedule for exact dates. In addition, you may choose to turn in an outline/draft of
your submission by Thursday, November 1st. I will review it and provide feedback. This will not be
graded, as it is optional.
The expectation of this assignment is to develop a manuscript that is of publishable quality, and
since I will be working with you on this publication throughout the semester and providing feedback, I
would be willing to serve as last author, if you see fit. Based on the level of contribution by each
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group member, you (as a group), will decide the order of authorship. Please note, that this may
change throughout the semester; therefore, it is a good idea to finalize the order of authors toward
the end of the semester when you have a better idea of who contributed more or less. Be realistic
and fair when deciding order of authors. If you have any questions, or need assistance with this,
please let me know.
Class Participation & Discussion Questions (20%):
For each CASE you will develop and submit 3 additional discussion questions. Be prepared to share
your thoughts and analysis of each case during class. Students are expected to participate in all
lecture discussions, even when they are not presenting a case or being the discussion leader.
Participation is expected not only in the form of class attendance, but also in the form of active
participation in class discussions, thoughtful questions, and sharing of ideas. Note: It is not sufficient
to just be in the class to earn participation pointsyou must participate! If you do not participate,
you will lose participation points.
Course Grade will be calculated based on the following*:
Assignment
Points Possible
Industry Expert (35%):
175
Discussion Leadership: Case Study Expert (20%)
100
Publication (25%)
125
Class Participation & Discussion Questions (20%)
100
TOTAL 500
*ISU grading scale will be used to determine final grades.

Points Received

TC 576 COURSE SCHEDULE (tentative)

WEEK

DATE TOPIC

ASSIGNMENT & READINGS

Tu
8/21

Course Introduction;
Discuss the Characteristics
of Effective Case Teaching

Read Syllabus
Review Characteristics of Effective Case
Teaching
Begin thinking of your Top 3 future job
positions. See Industry Expert assignment
for more info.
Decide which topic/case you would like as
the Discussion leader and be ready to sign
up on 8/23 for CASES beginning on 9/4.
See Discussion leader assignment for more
information.

Th
8/23

Case Study Analysis: Its

Value and Effectiveness &
Personal vs. Professional
Opinions

Sign up for Case/Discussion Leadership fpr

cases beginning on 9/4.

WEEK

DATE TOPIC
Tu
8/28

Human Resource
Management

Th
8/30

Human Resource
Management

Tu
9/4

Human Resource
Management

CASE: Nordstrom: Dissension in the Ranks? (A)

by Robert L. Simons; Hilary A. Weston
DISCUSSION LEADER:

Th
9/6

Human Resource
Management

Turn in list of Top 3 future job positions in ranked

order (i.e #1 is your first choice, etc.)

Tu
9/11

Retail Brand Management

Th
9/13

Retail Brand Management

Tu
9/18
5
Th
9/20

Tu
9/25
6

ASSIGNMENT & READINGS

Retail Store Positioning:

Department Store Business
Model
Retail Store Positioning:
Store Environment and
Brand Image

CASE: Cirque du Soleil

by Thomas J. DeLong, Vineeta Vijayaraghavan
DISCUSSION LEADER: Prof. Hurst

CASE: Target: Responding to the Recession

by Ranjay Gulati, Rajiv Lal, Catherine Ross
DISCUSSION LEADER:

CASE: Terry Lundgren at Macy's

by Jose B. Alvarez, Robert Steven Kaplan, Natalie
Kindred
DISCUSSION LEADER:

CASE: Bill Nichol Negotiates with Walmart:

Hard Bargains over Soft Goods (A)
by James K. Sebenius, Ellen Knebel
Retailer-Supplier
DISCUSSION LEADER:
Relationship: Negotiation & Turn in Publication information: group members
Conflict Management
and category chosen (i.e. trade publication,
scholarly journal, conference) and specified
outlet (i.e. journal, conference, etc.), information
on guidelines and due dates

Th
9/27

CASE: Bill Nichol Negotiates with Walmart:

Retailer-Supplier
Relationship: Negotiation & Hard Bargains over Soft Goods (B)
by James K. Sebenius, Ellen Knebel
Conflict Management
DISCUSSION LEADER:

Tu
10/2

Retail Competition:
Strategic Management

Th
10/4

Retail Competition:
Strategic Management

CASE: Wal-Mart Update, 2011

by David B. Yoffie, Renee Kim
DISCUSSION LEADER:
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WEEK

DATE TOPIC

Tu
10/16

Utilizing Your Graduate

Degree in the Retail
Industry
Networking within the
Retail Industry
Customer Service &
Relationship Management

Th
10/18

Customer Service &

Relationship Management

Tu
10/23

Retail Marketing: Celebrity

Endorsements

Th
10/25

Retail Marketing: Customer

Retention

Tu
10/30

Promotion & Advertising:

The Power of Persuasion

Th
11/1

Promotion, Advertising and

Visual Merchandising

Tu
10/9
Th
10/11

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Guest Speaker: Dr. Joy Kozar,

Associate Professor from Kansas State University

CASE: DBK: The Power of Direct Sales

by John Deighton, Sarah L. Abbott
DISCUSSION LEADER:
ARTICLE: Under Armour's Founder on
Learning to Leverage Celebrity Endorsements
by Kevin Plank
DISCUSSION LEADER:
ARTICLE: To Keep Your Customers, Keep It
Simple
by Patrick Spenner, Karen Freeman
DISCUSSION LEADER:
CASE: The Power of Persuasion: An Exercise in
Creating Persuasive Advertising
by Michael Parent, Leyland Pitt, Stacey Morrison
DISCUSSION LEADER: Prof. Hurst
Introduction to Visual Retailing Software. Meet in
113 MacKay Computer Lab.
*Last day to turn in outline of publication (OPTIONAL)

Tu
11/13
Th
11/15

Entrepreneurship & Small

Business Mgmt.

M F
11/19
-11/23

No Classes: Thanksgiving Break

12
Th
11/8

14

Guest Speaker: Dr. Joy Kozar,

Associate Professor from Kansas State University

Retail Formats: Internet

and other forms of nonstore retailing
Retail Formats: Internet
and other forms of nonstore retailing
Entrepreneurship & Small
Business Mgmt.

Tu
11/6

13

ASSIGNMENT & READINGS

CASE: Leadership Online (A): Barnes & Noble

vs. Amazon.com
by Pankaj Ghemawat, Bret Baird
DISCUSSION LEADER:
CASE: The Body Shop International
by Christopher A. Bartlett, Kenton W. Elderkin,
Krista McQuade
DISCUSSION LEADER:

WEEK

15

DATE TOPIC

ASSIGNMENT & READINGS

Tu
11/27

Sustainability & Social

Responsibility

Th
11/29

Sustainability & Social

Responsibility

Tu
12/4

Merchandise Planning &

Control: Item Forecasting & CASE: L.L. Bean, Inc.: Item Forecasting and
Inventory Management
Inventory Management
by Arthur Schleifer Jr.
DISCUSSION LEADER:

Th
12/6

Q & A on Final Paper

16

CASE: Tough Decisions at Marks and Spencer

by Robert G. Eccles, George Serafeim, Kyle
Armbrester
DISCUSSION LEADER:

Electronic copy of Publication due by 5 pm. Should be in final format and ready for
submission.
M - F FINAL Time/date: TBD for
12/10 Industry Expert
Sign-up sheet will be sent around at a later date.
12/14 Presentations
F 12/7

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Course Fees: Will be assessed as needed for class materials, articles (i.e. industry reports) and/or software.