This course will enable students to: apply basic skills in data manipulation and visualization using various software packages, analyze customer data with the help of different statistical tools and techniques and use the findings from data analyses to make managerially relevant marketing decisions anchored in Customer Analytics.
Taught from the perspective of a mid-to upper-level marketing manager. Students will develop an understanding of marketing strategy and its role in today's complex business environment. Topics include an overview of the marketing planning process with an emphasis on target market selection and marketing plan development and the strategic aspects of marketing management.
Presentation of the strategies and tactics involved in a marketing program from the perspective of a mid-to upper-level marketing manager. The course content assumes a basic understanding of marketing principles while using lectures, readings, and case analyses. Product, pricing, promotion and distribution issues will be discussed with an emphasis on the interrelationships between marketing decisions. Marketing ethics and social responsibility and their importance in marketing decision-making will also be discussed.
This seminar will be taught from the perspective of a mid-to upper-level marketing manager using lectures, readings, and case analyses presenting a variety of topics involving the adaptation of current marketing practices in differing situations. Topics will include interfunctional relationships, international marketing, total quality management, and the assessment of marketing expenditures.
This course will confront the challenge of designing and implementing a successful combination of marketing variables to make informed decisions about the firm's strategy in its target markets. The course also addresses the importance of companies being market-driven and customer-focused as well as presenting current marketing management practices. As decision makers, the students will learn to implement analytic perspectives, decision models, and marketing concepts to assist with decisions involving communications strategies, product offering, pricing, and distribution channels.
Role of marketing decision making in achieving corporate objectives; planning and implementing the marketing program; product research and development, distribution problems, promotional strategies, and pricing analysis. Attention will be given to the new marketing application of quantitative methods and the behavioral sciences.
Marketing structures, functions, and institutions in different national environments. Emphasis is placed on the manner in which different economic systems condition and shape the nature of marketing.
First-hand experience with real-life marketing research problems, including such areas as research design, sampling, experimental design, parametric and nonparametric data analysis techniques, and computer statistical programs.
Statistical techniques and their applicability to business decision making. Topical coverage includes multiple regression, analysis of variance, factor analysis, discriminant analysis, cluster analysis, and multidimensional scaling.
Marketing by firms to organizations rather than to households. Negotiation strategies are emphasized along with management of relationships, purchasing, distribution channels, and distribution logistics.
New product development, management of existing products, product elimination decisions, and pricing at all stages of the life of a product. Emphasis is placed on decision making as it applies to product and pricing strategy and tactics.
The understanding of systems, dependencies, variability, and interrelationships--including the ability to manage systems--is an essential element in customer relationship management (CRM). Therefore, the organization and the supply chain as interrelated systems is the starting point for this course. From that foundation, students will move into assessing measurements, the tools for analyzing an organization's current business processes and flows, and the means for integrating these into customer management initiatives. The "nuts-and-bolts" issues in the course address new customer data collection, using CRM for customer acquisition and retention, call management, segmenting the customer base, and creating a customer-driven web site. Behavioral changes as well as the impact of organizational policies on the ability to provide a satisfying customer experience will be examined.
The role of consumer behavior in marketing strategy is emphasized. The course builds on foundations from a variety of disciplines including psychology, sociology, cultural anthropology, economics, and semiotics.
Special topics in marketing of interest for individual students. May be repeated twice with change of topic.
This MBA marketing strategy course provides participants the opportunity to develop a better understanding of marketing strategy and its role in today's complex business environment. The course covers the decisions in a well-integrated marketing program, demonstrates the importance of marketing strategy and the interrelationships between the marketing unit and other functional units, covers the essential elements of marketing analysis, and emphasizes the major components of a marketing plan.
This MBA marketing course provides participants the opportunity to develop a better understanding of branding strategy and its role in today's complex business environment. The course covers the leading theories, models, and other tools to make better branding decisions, and how to plan and evaluate branding strategies. It also provides a forum for students to apply these principles.
Students learn how to use data analytics to guide business decisions that will build value for customers and corporations. The course explores the leading theories, models, and techniques underlying marketing analytics.
Students define and identify types of crisis within an organization, key stakeholders, and risks associated. By studying best practices, theory, and case studies in crisis prevention, students develop a crisis communication management plan using the frameworks learned throughout the semester.
Practical marketing work under supervision in an approved commercial or industrial firm. This course may be taken for three to six semester hours of credit. Consent of major adviser required.