It had been ten years since M. V. (Raja) Rajamannar became the chief marketing officer of Mastercard in 2013, and set out to transform marketing at the company from transactional to transcendental. He built the framework for Marketing 5.0 and propelled Mastercard to one of the top 10 most valuable brands in the world and the world’s number 1 audio brand four years in a row. Rajamannar now must decide what Mastercard’s future marketing strategy should .....more

Teaching note for product W37111.

The Coca-Cola Company (Coca-Cola), the brand that “taught the world to sing,” was widely considered to be the leader when it came to music marketing. The 2010 and 2014 Federation Internationale de Football Association (FIFA) World Cup games provided an ideal backdrop for analyzing Coca-Cola’s success in music marketing. While the company’s marketing approaches were similar in both World Cup games, they differed in their delivery and results. In 2016, .....more

Teaching note for product 9B16A045.