MARKETING

 

This course covers key concepts and practices of marketing with emphasis on analysis and development of integrated marketing plans and programs that create customer value and competitive advantage in the world-wide marketplace. Prereq: ACCT 102.

This course covers key concepts and practices of marketing with emphasis on analysis and development of integrated marketing plans and programs that create customer value and competitive advantage in the world-wide marketplace. Prereq: ACCT 102.

This course focuses on preparing students to manage the marketing processes that are essential to extract and make useful to the marketplace and society the commercial and social values embedded in new product and process ideas. All levels of technology and of innovativeness are addressed, including breakthrough technologies and radical innovations. The objective function for the organization is to create commercial and/or social value. Students will discuss the role of product development in achieving and sustaining competitive advantage, the structure and dynamics of managing development from concept to successful commercialization, and the marketing management concepts and tools required to manage the process. A variety of exercises, cases and projects will allow students to practice the idea. Prereq: MKMR 301.

This course views the supply chain (including the distribution channels) as a multi-organization business system that enables customers at all points in the system to acquire the benefits/value they want in the way they want to acquire them. It is a collaborative human network creating customer and shareholder value throughout the system. Strategic and tactical management topics include specifying customer desired value, assessing network members' (suppliers, producers, distributors, and customers) abilities to create it, and consequently allocating decisions, tasks, and rewards to members. Emphasis is on structure, communication, motivation, and control/discipline to encourage effective implementation throughout the supply chain system. Offered as MKMR 307 and MKMR 407 and OPMT 407.

This course will introduce students to marketing research, its applications to managerial decision-making and emphasize research as an aid to problem solving in marketing management. Students will go through the steps of conducting marketing research, which include problem definition, research design (exploratory, descriptive and causal), data collection methods, questionnaire design, attitude measurement, sampling and data analysis. The course will be based on lecture, discussion, individual problem solving analytical assignments, case analyses, and a semester-long team-based marketing research project. Students will also learn to use the SPSS software for solving specific research problems through data analysis. Prereq: STAT 207 or STAT 243 or STAT 312 or PSCL 282 or consent of instructor.

This course focuses on human decision making processes and how they influence purchase and consumption behavior. Drawing on psychology and sociology it examines a wide variety of topics including motivation, attribution, decision-making, reference group influence, and information processing with anemphasis on the practical application of these theories into actionable marketing strategies. An understanding of the factors that drive consumers' purchase and consumption decisions is critical to predicting or influencing their behavior.Although we will focus on consumer behavior, much of the content is basic human behaviors and so is also applicable in business-to-business and not-for-profit settings.Prereq: MKMR 301 or consent of instructor.

Selling and sales management are keys to implementing an organization's marketing program and customer relationships. This course emphasizes developing an understanding of basic marketing concepts, selling principles, interrelationships among sales force management and other business functions, appropriate strategy for managing a sales force and measurement of sales force productivity. We will use theories of work motivation and explore how individual difference variables influence the choices of sales managers. This course uses a synthesis of sales research and leading practices to focuses on both a strategic and a tactical perspective. Strategic issues include: entrepreneurial strategy, the sales force's role in company strategy, customer relationship and strategic account management, sales force size and organization and career paths to sales management. Tactical issues include: effective approaches to selling, finding and retaining top sales talent, motivating and compensating the field force, evaluating performance, and aligning sales territories.

Selling and sales management are keys to implementing an organization's marketing program and customer relationships. This course emphasizes developing an understanding of basic marketing concepts, selling principles, interrelationships among sales force management and other business functions, appropriate strategy for managing a sales force and measurement of sales force productivity. We will use theories of work motivation and explore how individual difference variables influence the choices of sales managers. This course uses a synthesis of sales research and leading practices to focuses on both a strategic and a tactical perspective. Strategic issues include: entrepreneurial strategy, the sales force's role in company strategy, customer relationship and strategic account management, sales force size and organization and career paths to sales management. Tactical issues include: effective approaches to selling, finding and retaining top sales talent, motivating and compensating the field force, evaluating performance, and aligning sales territories.

This course is offered, with permission, to students undertaking reading and research in an area of their special interest.

This course is offered, with permission, to students undertaking reading and research in an area of their special interest.

This course focuses on managing marketing as a process of creating value and mutually desirable exchanges of values. That is the foundation of a customer orientation and a central theme of market-driven management. Methods for strategic marketing planning, understanding buyer behavior, market analysis, segmentation and devising integrated marketing programs are introduced. Creating customer value and competitive advantage in worldwide markets is the central theme. Prereq: ACCT 401.

This course focuses on managing marketing as a process of creating value and mutually desirable exchanges of values. That is the foundation of a customer orientation and a central theme of market-driven management. Methods for strategic marketing planning, understanding buyer behavior, market analysis, segmentation and devising integrated marketing programs are introduced. Creating customer value and competitive advantage in worldwide markets is the central theme. Prereq: ACCT 401.

This course is designed to refresh and enhance student familiarity with fundamental concepts in marketing management, and with how those concepts are applied to solve realistic business problems. The course exposes students to basic marketing theory in the areas of consumer behavior and decision making (both individual consumers and organizational buyers), pricing strategies, channel management and its importance tomarketing strategy, new product development and management and its importance to marketing strategy, new product development and management, and promotion management. Equal emphasis is given to analyzing business cases that deal with realistic situations where the theories described above can be applied. Considerable emphasis is also given to learning analysis techniques and back-of-the-envelope calculations that can be applied to case data (financial, market research results, industry reports, etc.) to gain further insights.

This course is designed to refresh and enhance student familiarity with fundamental concepts in marketing management, and with how those concepts are applied to solve realistic business problems. The course exposes students to basic marketing theory in the areas of consumer behavior and decision making (both individual consumers and organizational buyers), pricing strategies, channel management and its importance tomarketing strategy, new product development and management and its importance to marketing strategy, new product development and management, and promotion management. Equal emphasis is given to analyzing business cases that deal with realistic situations where the theories described above can be applied. Considerable emphasis is also given to learning analysis techniques and back-of-the-envelope calculations that can be applied to case data (financial, market research results, industry reports, etc.) to gain further insights.

This course focuses on concepts and practices of business-to-business marketing of products and services. It also examines how rapid technological change impacts industrial markets. Topics covered include: buyer-seller relationship building, competitive bidding, developing markets for new materials and value-based pricing strategies. Marketing to the government, marketing of intellectual property and marketing-R&D-manufacturing interface issues will also be explored.

This course focuses on concepts and practices of business-to-business marketing of products and services. It also examines how rapid technological change impacts industrial markets. Topics covered include: buyer-seller relationship building, competitive bidding, developing markets for new materials and value-based pricing strategies. Marketing to the government, marketing of intellectual property and marketing-R&D-manufacturing interface issues will also be explored.

Selling and sales management are keys to implementing an organization's marketing program and customer relationships. This course emphasizes developing an understanding of basic marketing concepts, selling principles, interrelationships among sales force management and other business functions, appropriate strategy for managing a sales force and measurement of sales force productivity. We will use theories of work motivation and explore how individual difference variables influence the choices of sales managers. This course uses a synthesis of sales research and leading practices to focus on both a strategic and a tactical perspective. Strategic issues include: entrepreneurial strategy, the sales force's role in company strategy, customer relationship and strategic account management, sales force size and organization and career paths to sales management. Tactical issues include: effective approaches to selling, finding and retaining top sales talent, motivating and compensating the field force, evaluating performance, and aligning sales territories.

Selling and sales management are keys to implementing an organization's marketing program and customer relationships. This course emphasizes developing an understanding of basic marketing concepts, selling principles, interrelationships among sales force management and other business functions, appropriate strategy for managing a sales force and measurement of sales force productivity. We will use theories of work motivation and explore how individual difference variables influence the choices of sales managers. This course uses a synthesis of sales research and leading practices to focus on both a strategic and a tactical perspective. Strategic issues include: entrepreneurial strategy, the sales force's role in company strategy, customer relationship and strategic account management, sales force size and organization and career paths to sales management. Tactical issues include: effective approaches to selling, finding and retaining top sales talent, motivating and compensating the field force, evaluating performance, and aligning sales territories.

This course views the supply chain (including the distribution channels) as a multi-organization business system that enables customers at all points in the system to acquire the benefits/value they want in the way they want to acquire them. It is a collaborative human network creating customer and shareholder value throughout the system. Strategic and tactical management topics include specifying customer desired value, assessing network members' (suppliers, producers, distributors, and customers) abilities to create it, and consequently allocating decisions, tasks, and rewards to members. Emphasis is on structure, communication, motivation, and control/discipline to encourage effective implementation throughout the supply chain system. Offered as MKMR 307 and MKMR 407 and OPMT 407.

This course views the supply chain (including the distribution channels) as a multi-organization business system that enables customers at all points in the system to acquire the benefits/value they want in the way they want to acquire them. It is a collaborative human network creating customer and shareholder value throughout the system. Strategic and tactical management topics include specifying customer desired value, assessing network members' (suppliers, producers, distributors, and customers) abilities to create it, and consequently allocating decisions, tasks, and rewards to members. Emphasis is on structure, communication, motivation, and control/discipline to encourage effective implementation throughout the supply chain system. Offered as MKMR 307 and MKMR 407 and OPMT 407.

This course stresses the generation and use of marketing information for a range of managerial decisions, including identifying and defining marketing performance and improving understanding of marketing as a process. This course discusses contemporary approaches for defining marketing information needs, designing methods for information collection and making sense of obtained results. The course utilizes lecture/discussion, case analysis, and a field project to develop skills in defining and solving marketing problems. Prereq: Evening M.B.A. students: QUMM 414 and MKMR 403. For full-time M.B.A. students: MBAC 414 and MBAC 424 (or MBAC 424 as a corequisite).

This course stresses the generation and use of marketing information for a range of managerial decisions, including identifying and defining marketing performance and improving understanding of marketing as a process. This course discusses contemporary approaches for defining marketing information needs, designing methods for information collection and making sense of obtained results. The course utilizes lecture/discussion, case analysis, and a field project to develop skills in defining and solving marketing problems. Prereq: Evening M.B.A. students: QUMM 414 and MKMR 403. For full-time M.B.A. students: MBAC 414 and MBAC 424 (or MBAC 424 as a corequisite).

This course addresses micro and macro issues in consumer behavior which are essential for managers seeking to analyze and influence consumer decision making. The course focuses on how consumer behavior analysis can be used to develop effective marketing techniques and strategies. This involves developing an understanding of consumer behavior from a variety of perspectives, identifying the major factors that influence how consumers process and learn, marketing communications, managing consumer satisfaction, and developing an understanding of purchase decision making and its implications for marketing strategy. Emphasis is placed on designing persuasion strategies, enhancing brand memory, consumer profiling, analyzing consumer trends, and customer relationship management. Prereq or Coreq: MKMR 403.

Using a combination of lectures, cases, and hands-on projects, the course examines how the Internet influences all the key aspects of marketing, including marketing strategy, pricing, advertising, segmentation, marketing research, retailing, distribution channels, and international marketing. Additionally, the course will cover more Internet specific topics such as privacy, wireless web, sales force automation, and emarketplace models. The course incorporates both business-to-business and business-to-consumer outlooks.

The service sector contributes to greater than 50% of the U.S. GNP and total employment. By all accounts, global markets are experiencing a strong surge in demand for services and there is increasing competitive intensity among service organizations. In contrast to consumer and industrial products, managing and marketing services pose unique challenges to managers and the service organization. These include understanding service customer needs, managing internal service quality, creating effective organizational blue-prints for service delivery, and building organization and brand equity to create sustainable competitive advantages. These challenges are best overcome through a systematic and thoughtful study of services marketing and developing frameworks to guide strategy development and implementation. Prereq: MKMR 403 or MBAC 424.

This course focuses on the analysis, planning, and implementation of marketing strategies from middle and upper management perspectives. Key concepts and methods for the development of integrated marketing programs are introduced. This course is limited to students in the Executive M.B.A. program.

No description available

Established products and brands typically provide the majority of firms' earnings. If carefully managed, these products also are a significant source of growth and future earnings. This course focuses on the role of a Product/Brand Manager in profitably managing a firm's existing offering. Students identify areas for growth (or decline) within a firm's mature product lines, devise ideas to capitalize on growth potential or address decline, develop and assess concrete marketing initiatives, and determine the financial impact of alternative plans. The course uses a combination of case analysis, lecture/discussion and guest speakers, allowing students to develop their repertoire of quantitative and qualitative marketing decision skills. Prereq: MKMR 403 or MBAC 424.

Established products and brands typically provide the majority of firms' earnings. If carefully managed, these products also are a significant source of growth and future earnings. This course focuses on the role of a Product/Brand Manager in profitably managing a firm's existing offering. Students identify areas for growth (or decline) within a firm's mature product lines, devise ideas to capitalize on growth potential or address decline, develop and assess concrete marketing initiatives, and determine the financial impact of alternative plans. The course uses a combination of case analysis, lecture/discussion and guest speakers, allowing students to develop their repertoire of quantitative and qualitative marketing decision skills. Prereq: MKMR 403 or MBAC 424.

The objective of this course is to build skills for effective problem solving in practical, real-world marketing situations. Utilizing case studies, online databases and secondary data, the course focuses on contemporary analytical approaches that provide insights into, and clarify the underlying dynamics of marketing phenomenon. Marketing decisions discussed cover consumer and industrial marketing problems. This course is intended for students who are interested in data-based-decision-making tools for solving marketing problems.

This course addresses the entrepreneurial/intrapreneurial process of commercializing an idea for a market opportunity. Students select an opportunity and develop a deployable, one-year market entry program and a five-year strategic marketing program. Emphasis is on the entrepreneurial marketing decision process, including defining the business, defining the market, specifying customer perceived value, assessing competitive capability and advantage, identifying and properly using secondary and primary information, and deploying marketing programs throughout the organization and the supply chain. Prereq: Open to only E.M.B.A. students.

This course addresses the entrepreneurial/intrapreneurial process of commercializing an idea for a market opportunity. Students select an opportunity and develop a deployable, one-year market entry program and a five-year strategic marketing program. Emphasis is on the entrepreneurial marketing decision process, including defining the business, defining the market, specifying customer perceived value, assessing competitive capability and advantage, identifying and properly using secondary and primary information, and deploying marketing programs throughout the organization and the supply chain. Prereq: MKMR 403 or MBAC 424.

This course provides a sound understanding of management of an organization's total marketing communications. The focus is on identifying appropriate strategies and tactics for effectively communicating with end consumers and other stakeholders/publics, in order to manage the firm's brand equity and its market, industry and societal positioning. Students examine the roles of advertising, sales promotion, point-of-purchase efforts, and public relations, and emerging direct marketing technologies. They work with developing and managing these elements as part of an overall, synergistic communications strategy. Marketing communications for ongoing as well as crisis situations are developed. Multiple perspectives on evaluation of the effectiveness of marketing communications are introduced. Topics addressed include: integrated marketing communications, brand equity management, corporate communications strategies, public relations management, and crisis management. Prereq: MKMR 403 or MBAC 424.

The focus of this course is on the effective management of a firm's downstream processes in the supply chain that deliver goods and services to customers. Concepts, methods, and strategies are presented that can lower supply chain costs while maintaining or improving customer service. In addition, ideas for using the supply chain for competitive advantage leading to revenue enhancement are discussed. Adding value for customers is the objective. Key topics include transportation planning, inventory management, network design, and customer service goal setting. Offered as MKMR 475 and OPMT 475.

The focus of this course is on the effective management of a firm's downstream processes in the supply chain that deliver goods and services to customers. Concepts, methods, and strategies are presented that can lower supply chain costs while maintaining or improving customer service. In addition, ideas for using the supply chain for competitive advantage leading to revenue enhancement are discussed. Adding value for customers is the objective. Key topics include transportation planning, inventory management, network design, and customer service goal setting. Offered as MKMR 475 and OPMT 475.

(See OPMT 476.)

(See OPMT 476.)

This course is offered, with permission, to students undertaking reading or a project in a field of special interest.

This course is offered, with permission, to students undertaking reading or a project in a field of special interest.

This course emphasizes a problem solving approach for key marketing decisions that relies on graphical, exploratory, and statistical analysis of market data. Utilizing case studies, online databases, and secondary data, the course facilitates learning of the power of multivariate analysis in providing insights into, and clarifying the underlying dynamics of marketing phenomenon. Marketing decisions discussed cover consumer and industrial marketing problems. Intended for advanced students who are interest in data-based-decision-making tools for marketing problems. Prereq: MKMR 403 or consent of instructor.

This course is offered, with permission, to Ph.D. candidates undertaking reading or a project in a field of special interest.

This course is offered, with permission, to Ph.D. candidates undertaking reading or a project in a field of special interest.

No description available

No description available

No description available

No description available