411 Marketing Management Principles of market-driven managerial decision making: consumer, competitor, and company analysis, market segmentation, definition of target markets, and product positioning. Management of marketing function: product and pricing decisions, channels of distribution, marketing communications
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
Basics of R programming language as required to succeed as data scientists. Emphasis on how to extend language by function programming and package development. Introduction to scientific document creation and reproducible research in R environment.
MGMTMSA 406 Prescriptive Models and Data Analytics (4 units)
Application of economic, financial, and marketing principles to key management decisions within organizations. Analytical tools for better understanding of external business environment in which organizations operate.
Analysis of customer data to make better marketing decisions using real-world cases, exercises, and projects to aggregate theories, frameworks, and methods. Estimation of demand-side models that describe, understand, and estimate aspects of consumers' decision-making process. Introduction to marketing-mix models and consumer-choice models.
472A Marketing Strategy and Policy
Strategic marketing decisions, including development of marketing objectives and strategies and implementation of these strategies through pricing, channel, promotion, and new product decisions.
478 Digital Marketing
478 Brand Management
478 Customer Assessment
UCLA Anderson is the only top-tier MBA program to offer a specialization in Entertainment Management. To receive the specialization, students must take the two foundation classes: Entertainment Marketing and Entertainment Business Models. In addition to these, students wishing to earn the specialization have to take at least two additional electives.
298D Entertainment Marketing
298D Entertainment Business Model
273-1 Innovations in Sports Marketing
Examination in depth of current issues in entertainment, media, and sports. Topics vary.
273-2 Entertainment Finance (2 units)
273-3 The Music Industry (2 units)
273 Examining the Video Game Industry
298D Making Creativity Profitable
298D Digital Marketing Strategy
298D Digital Business
298D Agony and Ecstasy - Sports Entertainment
298D Sports Marketing Management
298D Managing Disruptive Technologies and Business Models