Marketing Curriculum

Everyone at Anderson takes Management 411A and 411B during the Core, but what are your elective options? This section provides a brief description of the Marketing related electives that are available to you. Offerings vary by quarter, so make sure you check the schedule of classes posted on the ASA Intranet to make sure that the class you want is being offered.

Core Classes

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.

Elective Classes

260A: Marketing 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.

260B: Marketing Strategy and Resource Allocation
Prerequisite: course 411 or instructor consent.
This is a capstone marketing course that integrates the elements of marketing in the design of a cohesive marketing strategy, and its execution in a marketing plan. Extensive use of case studies, a marketing simulation game and readings on marketing effectiveness. The course develops skills in setting and allocating marketing budgets for profitable growth.

261A: Sales and Channel Management
Prerequisite: course 411 or instructor consent.
Study of problems in the management of sales and distribution channels. Issues in personal selling, account management, determining salesforce size, organization, and compensation plans. Coverage of channel selection, conflict, power, and control. Extensive use of case studies.

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

262: Price Policies
Prerequisites: course 411 or instructor consent.
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.

263A: Consumer Behavior
Prerequisite: course 411 or instructor consent.
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.

264A: Market Research
Prerequisite: course 411 or instructor consent.
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.

264B - Regression Analysis with Applications to Marketing and Finance
Prerequisite: course 264A or instructor consent.
Advanced topics in marketing research with emphasis on quantitative tools to aid marketing decision making. Topics include: demand and market share forecasting; conjoint analysis; multivariate models for market segmentation and clustering; brand positioning and competitive market structures; and assessing market response to price, advertising, promotion, distribution, and sales force.

265A: Brand Management
Prerequisite: course 411 or instructor consent.
An advanced MBA elective that teaches students to understand, craft, measure, and manage brand strategies. Basic objectives are to: 1) increase understanding of 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.

266A: New Product Development
Prerequisite: course 411 or instructor consent.
This course immerses students in the new product development (NPD) process with the objective of learning key tools and methods, and applying them to case studies, exercises and the course project. Products are viewed through three lenses: (1) quantifiable, rational attributes, (2) appeal due to emotional characteristics, and (3) cost/technology/competitive tradeoffs. The NPD process is investigated through its five key phases: (a) ideation, (b) concept generation & selection, (c) detailed design, (d) prototyping & testing, and (e) ramp-up & product launch. Special topics include mass customization, parallel prototyping, cost reduction, and creativity.

266B: Advertising and Marketing Communications
Prerequisite: course 411 or instructor consent.
Covers in detail the use of communication tools in marketing. Critically reviews advertising and promotional policies from development and executional perspectives. Discusses marketing communications in the contexts of classic and new media with the goal of helping students develop integrated communication strategies.

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.

268: Selected Topics in Marketing: Entertainment Marketing
Prerequisite: course 411 or instructor consent.
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.

298D: Special Topics in Management: Web Marketing Analytics
This class introduces students to online marketing, advertising and the web analytics that are essential to master as a marketer.  The purpose of the course is to make students feel comfortable with all aspects of online marketing, the jargon, the keys to success and the online environment and its implications on media.  Through hands-on exercises, we explore how to build, engage and measure audiences online.  No background in online marketing is required, this class is considered an introduction, but students should at least have completed one other marketing course.