Courses


The marketing function is crucial to the health and survival of any organization. The marketing curriculum involves a comprehensive study of the basic concepts, techniques, and tools for developing marketing strategy and marketing programs. Students are prepared to help organizations decide which consumer groups to serve and which product and services to produce, and to set appropriate levels of promotional effort, pricing, and other considerations in generating sales. Graduates assume positions in brand management, product management, new product development, sales force management, advertising, and management consulting.

MBA Program

Mgmt. 411A - Marketing Management I: Principles of Marketing
Principles of market-driven managerial decision making: customer, competitor, and company analysis, market segmentation, definition of target markets, product positioning and branding. Management of the marketing function: product and pricing decisions, channels of distribution, marketing communications. Fall Quarter.

Mgmt. 411B - Marketing Management II: Market Assessment
This course provides the tools to use to size a market opportunity. In particular: customer need assessment, different methods for market segmentation and product positioning. Diffusion of innovation processes for durables, trial and repeat processes for non-durables, conjoint analysis and other methods for discerning preferences, and the role of competition. Measurement of non-purchase outcomes such as customer satisfaction and word-of-mouth effects, and models for optimal marketing resource allocation. Winter quarter.

Mgmt. 260B - Marketing Strategy and Planning (Watch a video introduction with Dominique Hanssens)
Prerequisite: course 411 or consent of instructor Develops framework for strategic marketing plan based on customer behavior, market segmentation, product positioning, product life cycle, market responsiveness, and competitive reaction. Within this framework, develops key elements in annual marketing planning process.

Mgmt. 261A - Management in the Distribution Channel (Watch a video introduction with Randy Bucklin)
Prerequisite: course 411 or consent of instructor. An examination of decisions in the distribution channel. Discusses issues of power in the distribution channel and tradeoffs between alternative channel systems

Mgmt. 261B - Global Marketing Management
Prerequisite: course 411 or consent of instructor. Analyzes opportunities, distinctive characteristics, and emerging trends in foreign markets. Explores alternative methods and strategies for entering foreign markets; organizational planning and control; impact of social, cultural, economic, and political differences; and problems of adapting American marketing concepts and methods.

Mgmt. 262 - Price Policies (Watch a video introduction with Randy Bucklin)
Prerequisites: course 405 and 411 or consent of instructor. Course considers environment of the pricing decision: costs, customer, channels, competition, and regulation. Analyzes when and how to apply specific pricing strategies including two-part tariffs, quantity discounts, product differentiation, bundling, and auctions.*

Mgmt. 263A - Consumer Behavior (Watch a video introduction with Aimee Drolet)
Prerequisite: course 411 or consent of instructor. Studies nature and determinants of consumer behavior. Emphasizes influence of socio-psychological factors such as personality, small groups, demographic variables, social class. and culture on the formation of consumers' attitudes, consumption, and purchasing behavior.

Mgmt. 264A - Marketing Research: Design and Evaluation
Prerequisite: course 411 or consent of instructor. Marketing research as an aid to management decision making. Course targeted toward prospective users of research results rather than specialists in research. Develops problem analysis skills, provides knowledge of concepts and methods of marketing research, and increases sensitivity to limitations of marketing data.

Mgmt. 264B - Advanced Marketing Research
Prerequisite: course 264A or consent of instructor. Advanced topics in marketing research with emphasis on quantitative tools to aid marketing decision making. Topics include: demand and market share forecasting; conjoint analysis; market segmentation and cluster analysis; brand positioning and competitive market structures; and assessing market response to price, advertising, promotion, distribution, and sales force.*

Mgmt. 265A - Brand Management (Watch video introduction with Aimee Drolet)
The purpose is to introduce MBA students to important considerations in the understanding, crafting, measuring, and management of brand strategies. Its basic objectives are to: 1) increase understanding of the key issues in crafting and evaluating brand strategies; 2) provide theories, models, and other analytic tools to make better branding decisions; and 3) create a forum to apply these principles.

Mgmt. 266A - Product Management (Watch a video introduction with Ely Dahan)
Prerequisite: course 411. Investigates process of developing new products (focuses on concept screening, new product design, and test marketing) and managing mature brands in existing markets (emphasizes tactical management of the marketing mix with currently available data).

Mgmt. 266B - Advertising and Marketing Communications
Prerequisite: course 411. Reviews in detail use of communication tools in marketing. Critically reviews advertising and promotional policies from development and executional perspectives. Discusses other forms of marketing communications with goal of helping students develop integrated communication strategies.

Mgmt. 267 - One-to-One Marketing
Prerequisite: course 411 or instructor consent.
Use of notion of "customer life cycle" as organizing principle and application to one-to-one marketing context. Frameworks and analytical tools for interacting with customers and learning about their preferences as they evolve through four stages of customer life cycle: (1) customer acquisition, (2) initial post-promotion purchasing, (3) mid-maturity purchase and transaction behavior, and (4) customer attrition or switchover to other product lines.

Mgmt. 268 - Selected Topics in Marketing
Prerequisite: course 411 or consent of instructor. A study of selected areas of marketing knowledge and thought. Specific subjects vary each quarter depending on the particular interest of the instructor and students. Individual projects and reports. May be repeated for credit.*

Ph.D Program

Mgmt. 268 - Selected Topics in Marketing
Prerequisite: course 411 or consent of instructor. A study of selected areas of marketing knowledge and thought. Specific subjects vary each quarter depending on the particular interest of the instructor and students. Individual projects and reports. May be repeated for credit.*

Mgmt. 269B - Research in Marketing Management
Study of research issues associated with marketing management decisions. Recent research in areas of strategic marketing, marketing segmentation, new product development and introduction, pricing strategies, channel policy, promotion decisions, and sales force management is examined critically. Review of both quantitative and behavioral approaches to studying these issues.

Mgmt. 269C - Quantitative Research in Marketing
Study of the modeling of consumers and markets. Emphasis is on empirical research. Topics include conjoint analysis, logit choice models, market structure analysis, consideration sets, variety seeking, and models of purchase timing and purchase quantity.

Mgmt. 269D - Behavioral Research in Marketing
Examination of the development of consumer behavior research and evaluation from theoretical as well as practical perspectives. The student is encouraged to form his or her own integrative framework for organizing knowledge of consumer behavior and conducting research.

Mgmt. 269E - Special Research Topics in Marketing
This seminar examines research on the psychology of judgment, decision making, and choice. Although we will address the normative issue of how decisions should be made, the focus in this course is on the descriptive issue of how decisions are made. Topics of discussion include rationality, judgment heuristics and biases, framing effects, prospect theory, intertemporal choice, preference formation, the psychology of utility, and behavioral game theory. The goal of the seminar is twofold: to foster a critical appreciation of existing knowledge in behavioral decision theory and to explore research opportunities for adding to that knowledge.

Mgmt. 269X, Y, Z - Workshop in Marketing
Designed for Ph.D. students. Required of all students during the first two years of their Ph.D. work. Series conceists of a number of leading scholars in marketing and related disciplines who make presentations to marketing faculty and Ph.D. students. Active participation and intelletual interchange, which helps students gain a richer perspective on the field of marketing.