MKT 512 Customer Insights And Analysis (FA)

MKT 512Customer Insights and Analysis (FA)You Should Take This Class If you: Want to develop analytical skills in conducting customer andmarket research, especially in the online and digital environmentWant to apply research tools to better understand and predictcustomer behavior to improve marketing effectivenessWant to pursue a career in marketing/management consulting,customer relationship management, database marketing, digitalmarketing, social media marketingCourse DescriptionThe Internet age has given marketers the possibility to obtain a rich amount ofinformation about their customers. Today’s firms not only can observe customers’offline store visit and shopping behavior via loyalty programs and mobile technology,but also can gain access to customers’ online behavior such as web surfing, onlinepurchase, ad exposure, social network posting. What do all these data reveal tomarketers and how might they be used to improve our marketing effectiveness? Thiscourse will introduce students to various marketing research techniques to collect,analyze and act upon customer information, especially in the Internet and digitalenvironment. The tools taught in this class will help students better understand andpredict customer behavior, and they will become essential for developing a successfulcareer in marketing/management consulting, customer relationship management,database marketing, digital marketing, etc.Instructor: Sha Yang

MKT 525Consumer Behavior (SU,FA,SP)You Should Take This Class If you: Want to understand mental processes and decisions along the customer journey that affect the company(e.g., attention to messages, categorization of new product offerings, attitude towards the product offering,search and information acquisition, etc.Want to understand research tools that allow marketers to analyze of these processes (e.g., Zmat,perceptual map, sorting tasks, etc.)Want to how to develop tools and interventions with the goal of changing consumer behavior (e.g.,nudges, choice architecture, persuasion tools, etc.)Want to pursue a career as Customer Experience Manager, Consumer Insights Managers, ExperienceConsulting, Product Manager, Customer Engagement Manager; Customer Strategy Manager, CustomerMarketing ManagerCourse Description:Any business begins and ends with the consumer — from recognizing needs to ensuring post-purchasesatisfaction. Without a consumer, there is no company!! In this course, you will enhance your understanding ofhow and why people consider, choose, use, and evaluate goods and services. While all of us are consumers, ourintuitions about our own behavior as well as that of others’ are often vastly inaccurate. In this class, we willbase our discussion on empirical insights and theories developed in marketing and other behavioral sciences tobetter predict how consumers will respond to different marketing activities.Instructor: Kristin Diehl, Diane Badame, Dennis Schorr

MKT 526Advertising and Social Media Strategy (FA,SP)You Should Take This Class If: Want to understand the critical role of social media & advertising in modern marketsWant to build great brands through advertisingWant to generate buzz on social mediaCourse Description:Technological changes have created radically new products, disrupted markets, and revolutionizedmedia. Advertising and social media are critical to win in this environment. This course will helpstudents understand and use new concepts, tools, and analytics to complete strategically in thisrapidly changing environment.Instructor: Gerard J. Tellis

MKT 528Sales Management: The Art and Science of Sales (SU,FA)You Should Take This Class If you: Seek to become an organizational leader (President, CEO, COO, etc.) where the sales functionwill report to themWork in others areas of the organization (marketing, finance, engineering, etc.) that mustinteract with salesAre in sales and business development today or those who are considering sales as a careerWant to start their own businessWant to learn how to become more persuasive and better able to promote their ideas to otherswithin their organizationCourse Description:This course provides detailed exposure of business to business and personal selling techniques.Emphasis is placed on understanding sales organization performance, creating a sales strategy, theplanning and delivery of sales calls/presentations, and techniques to persuade people to changetheir opinions and beliefs in face-to-face meetings.Instructor: Steven Martin

MKT 530New Product Development (SU,FA,SP)You Should Take This Class If you: Bringing the voice of the customer into the development of new products, services, andexperiencesApplying strategic analyses to identify opportunities for new products, services, and experiencesUsing creativity, collaboration with outside parties, and crowdsourcing to develop newinnovationsTesting and refining new product concepts and prototypesIncorporating human-centered design into the development of new products, services, andexperiencesPredicting the adoption and diffusion of new technologiesForecasting the sales of new productsAdapting products for global marketsDeveloping a marketing plan for launching new products, services, and experiencesCourse Description:In this course, you will learn how to identify new product and service opportunities and generate new concepts, howto test customer reactions to new product ideas and predict demand, and how to develop a marketing program forlaunching new products and services. A variety of cases and examples of new product development will be analyzedin a variety of different companies and industries, including consumer packaged goods, service offerings, hightechnology products, and entertainment. You will develop and test a new product or service idea in a hands-on groupproject.Instructor: Dennis Schorr, Larry Vincent, Diane Badame

MKT 533Branding Strategy (3 Units, FA, SP)You Should Take This Class If you: Want to become an impactful leader of brand management in your own businessWant to create not only a short-term but also a long-term value of your brand in yourorganizationWant to develop a fundamental framework of brand management strategy that is applicable todiverse marketing contexts in the digital ageCourse Description:This course examines three tasks of the digital age brand management: (1) introduction task(creating brand admiration), (2) elaboration task (strengthening brand admiration), and (3)leveraging task (expanding the scope of brand business). These three tasks are sequentiallydiscussed in the digital context to form a coherent whole. These three tasks are designed to helpstudents develop a framework of the brand strategy in their own areas of interest.Instructor: C.W. Park, Sasha Strauss

MKT 533Branding Strategy (1.5 Units, FA)You Should Take This Class If you: Desire to become an assistant, associate or brand manager of any organization.Want to learn how to position your unique product or service, narrow your target audience,create a standout company personality, and position yourself as superior to the competition —all by utilizing the power of branding!Want to experience how guest speakers from high profile companies, such as Facebook, ToyotaMotor Company, Levi Strauss, and Snap Inc., develop and implement successful brand strategies.Course Description:Effective brand management is critical to maintaining the long-term viability and profitability ofproducts and services. This course is designed to study brands and brand portfolios in a variety ofindustries domestically and globally so that key branding principles and frameworks can be appliedto develop an effective team Brand Strategy Plan (BSP) on a selected brand.Instructor: Diane Badame

MKT 535Business-To-Business Marketing Management (FA)You Should Take This Class If you: Want to increase your exposure to companies and hear from them about the issues they arecurrently facing.Want practice applying what you have learned to a real company in order to develop strategicrecommendations.Want to discuss topics that will be of interest to future employers with fellow students, faculty,and industry representatives.Course Description:The business-to-business (B2B) marketing world differs from the business-to-consumer (B2C)marketing world in substantial ways. In B2B, the target market is usually a well-defined communityoften with their own subculture. A lot of the B2B marketing effort involves direct and personalinteraction with potential customers, and many B2B purchasing decisions are made by committee,such that the marketing effort has to provide 360 degree coverage. B2B marketing is targeted,nuanced, and often requires deliberately targeted marketing strategies designed to positivelyimpact market evolution. This course is designed to prepare students for a job in the business-tobusiness (B2B) marketing world (B2B marketing positions represent a significant proportion of themarketing job opportunities). .Instructor: Gerard Power

MKT 536Pricing Strategy (FA)You Should Take This Class If you: Want to learn how to extract the value for products and services you create through pricing.McKinsey study has found that 1% increase in price in Fortune 1000 companies can increaseprofits by 12.3%Want to learn and apply analytical skills for pricing using data for B2B companies like Google andAmazon and also CPG companies. Hands on experience using regression and cluster analysis.Want to understand the current pricing strategy for B2C, B2B, Pharmaceutical and Servicescompanies like Netflix, Amazon Cloud and Uber.Want to pursue a career as product manager, sales and marketing, consulting in differentindustries like CPG, B2B, Pharmaceuticals and Technology,Course Description:The purpose of this course is to introduce you to the most current strategy, applications, and trendsin pricing. Students completing the course will have the skills to use data and build pricing models toincrease firm profitability. Understand the link between pricing and the overall go to marketstrategy.Instructor: Shantanu DuttaSales andMarketingBusinessAnalyst

MKT 543Marketing Demand and Sales Forecasting (SP)You Should Take This Class If you: Want to learn quantitative techniques and analytical tools that provide insight into the natureof consumer demand and its response to changes in the marketing mix.Want to apply these methods to improve forecast accuracy and gain a betterWant to gain an understanding of customers and marketsWant to develop a framework to make more effective and efficient marketing decisionsCourse Description:This course will familiarize you with several advanced, quantitatively oriented marketing tools thatenhance demand forecasting ability and marketing decision-making. I will provide extensiveexperience in using these tools through computer exercises (i.e., dirtying your hands with the data).Most of the analysis will require you to use spreadsheet based tools such as regression analysis.Instructor: S. Siddarth

MKT 555Marketing Channels (FA,SP)You Should Take This Class If you: Want to learn basic principles of organizing and managing marketing distribution channelsWant to apply these principles to actual firm situationsWish to learn, analyze, evaluate, and make decisions relating to distribution channelmanagementCourse Description:MKT 555 focuses on managerial decision making. That is, what decisionsmanagers must make in organizing and managing channels ofdistribution. The class is designed for any MBA, whatever the emphasis. It ismost pertinent to marketing majors and aspiring business owners.Instructor: Gary Frazier