Marketing

Decision-oriented course concerned with marketing research and data-driven marketing analytics. Detailed hands-on understanding of market research methodologies used in strategic assessment of customer perceptions and preferences. Extensive use of case studies.

Development of framework for strategic marketing planning based on customer behavior, market segmentation, product positioning, product life cycle, market responsiveness, and competitive reaction. Within this framework, development of key elements in annual marketing process.

Study of problems in management of sales and distribution channels. Issues of personal selling, account management, determining sales force size, organization, and compensation plans. Coverage of channel selection, conflict, power, and control. Extensive use of case studies.

Requisite: course 411
Analysis of opportunities, distinctive characteristics, and emerging trends in foreign markets, including exploration of 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.

Requisites: courses 405, 411
Consideration of environment of pricing decision -- costs, customer, channels, competition, and regulation. Analysis of when and how to apply specific pricing strategies, including two-part tariffs, quantity discounts, product differentiation, bundling, and auctions.

Requisite: course 411
Study of nature and determinants of consumer behavior. Emphasis on influence of sociopsychological factors such as personality, small groups, demographic variables, social class, and culture on formation of consumers' attitudes, consumption, and purchasing behavior.

Requisite: course 411
Introduction to considerations in development, implementation, and management of brands. Discussion of challenges to creating and maintaining strong brands. Topics include building brand knowledge and identities, marketing mix and brands, brand architectures, and brand equity.

Requisite: course 411
Examination of new product development (NPD) process with objective of learning key tools and methods and applying them to case studies, exercises, and course project. Products viewed through three lenses: quantifiable rational attributes, appeal due to emotional characteristics, and cost/technology/competitive tradeoffs. NPD process also investigated through five key phases: ideation, concept generation and selection, detailed design, prototyping and testing, and ramp-up and product launch. Coverage of mass customization, parallel prototyping, cost reduction, and creativity.

Requisite: course 411
Detailed study of decisions regarding media and forms of advertising and marketing communications to develop integrated strategies. Review of use and effectiveness of advertising and communication tools. Evaluation of advertising and promotional policies from development through implementation

Requisites: courses 402, 411.
Use of notion of customer life cycle as organizing principle and application to digital 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