All graduate courses offered by the Marketing Department are listed below.
However, not all of the below are taught every quarter. Scroll down the page to see which courses are currently being offered.
MKTG
Courses
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# Units: 3
Strategy development through intensive analysis of a diverse selection of cases from consumer, industrial, and technological markets, including both product and service businesses. Application of tools, frameworks, and concepts developed in MKTG 551 to the strategy development process. Students will build a marketing plan as one of the course requirements. Prerequisites: OMIS 353 and MKTG 551.
# Units: 3
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Examination of marketing issues of particular importance to the service sector of the United States and abroad, including distinctive features of services, segmentation and positioning, demand management, consumer relationships and satisfaction, quality and productivity, and pricing and communication approaches to services. Cases and examples from communications, financial services, travel and hospitality, health care, business and technical services, and others. Prerequisite: MKTG 553.
# Units: 3
Systematic treatment of marketing on a global scale. Topics include the analysis of global market environments, targeting and entry strategies for global markets, sourcing and global production strategy, the global marketing mix, and managing the global marketing effort. The perspective of the course is managerial. Its purpose is to prepare the student to lead an organization to successfully seize global opportunities successfully as well as meet global threats in domestic markets. Prerequisite: MKTG 553.
# Units: 3
Evaluation of venture ideas and the conversion of these ideas into viable ventures. Discussion of cases, lectures, and presentations by guest lecturers who have played a role in starting new enterprises (e.g., bankers, attorneys, entrepreneurs). Development of a five-year business plan for a new enterprise. Knowledge of accounting/finance must be sufficient to build viable financial statements. Prerequisite: MKTG 553.
# Units: 3
The application of research methodology, including quantitative tools such as questionnaires, experiments, and conjoint analysis, and qualitative tools such as focus groups and interviews to address marketing problems. The course emphasizes problem formulation skills and takes a managerial perspective on research methodology that focuses on the kinds of decisions that each method can support. Students prepare a complete research proposal. Prerequisite: MKTG 553.
# Units: 3
Combining elements of product development, product launch planning, and product management, this course will view the product manager or marketer as a generalist with responsibility for the multifunctional, multidisciplinary approach required for the development, launch, and ongoing management of successful products. In-depth treatments of product life cycle analysis, buyer utility, competitive set, customer and market analysis, pricing, and the product launch process. Appropriate for those interested in high technology and/or consumer product markets. Prerequisite: MKTG 553.
# Units: 3
This course puts the student in the role of being a prospective sales or marketing manager. The objective is to provide the student with user-level knowledge of sales concepts and management methodologies necessary to effectively perform and manage the sales function. The course enables the student to apply these concepts to selling consumer products as well as high tech industrial products. Also included are concepts related to organizational structuring, territory plans and reviews, resource management, sales incentive, and compensation programs. Prerequisite: MKTG 553.
# Units: 3
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# Units: 3
Focuses on how to assess customer behavior and translate this knowledge into better marketing strategies. Topics include customer satisfaction/dissatisfaction; quality, value relationship marketing; decision influences on customer decision making such as motivation, perception, knowledge, attitude, and culture; innovation and diffusion. Appropriate for students interested in consumer, service, high tech, or not-for-profit marketing. Student project is a major part of the course. Prerequisite: MKTG 553.
# Units: 3
The role of advertising in marketing. Covers the communication process, development of advertising objectives, advertising strategy formulation, audience definition, message construction, media selection, budgeting, and evaluation of advertising results. Course assignments revolve around preparation of a complete advertising plan. Prerequisite: MKTG 553.
# Units: 3
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# Units: 3
Examines a number of pricing and planning topics. Topics include new product planning, determining relevant costs for the pricing decision, financial analysis for pricing, and anticipating and influencing competitors' pricing decisions. Other topics that may be covered include strategies for pricing in segmented markets, pricing product lines, and pricing products with learning curves and short life cycles. Class will be run as a seminar utilizing econometric and statistical modeling, case studies, and student research projects. Cross-listed as ECON 422. Credit will not be given for both. Prerequisites: ECON 401, MKTG 551, differential calculus, and a working knowledge of hypothesis testing and regression analysis.
# Units: 3
Provides the theory and analytical skills required for effective channel marketing decisions. Topics covered will include channel design, management of channel relationships, analysis of retail formats, and some topical issues such as the impact of the Internet. Prerequisite: MKTG 553.
# Units: 3
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# Units: 4
Covers special topics; offered on an occasional basis.
# Units: 3
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# Units: 3
Examines the role of alliances and corporate partnerships in the context of business strategy. Covers different alliances such as co-marketing, inbound/outbound OEM and licensing, technology sharing and joint development, and equity joint ventures. Course will develop a process for identifying business objectives for an alliance, selecting a partner, conducting the due diligence to identify risks and challenges, negotiating terms and conditions, implementing the alliance, and evaluating and reviewing the relationship. Prerequisite: MKTG 553. Concentration: EN, MM.
# Units: 1
Develops the students understanding of how the culture of employees and managers influences strategy, communication, and effective and ineffective management procedures. Raises awareness of the students own culture and how it guides the way the student sees problems, formulates solutions, deals with others, and reacts to others. Course will provide an analytic framework for understanding culture and its influence on several business applications. Prerequisite: MKTG 553. Concentration: IB, MM
# Units: 1
How to design a program of customer visits, understood as a kind of market research, for purposes of new product development and entry into new markets. Prerequisite: MKTG 553. Concentration: MM.
# Units: 1
This course provides a framework for rapidly defining and executing new product and service concepts in industries where hitting the window is essential. Using a system approach, the course will examine the leadership, strategic, process, organization, and measurement requirements for fast time-to-market development. Students will learn how to align a product portfolio for speed, analyze development process alternatives, design the appropriate team function structure, and measure time-to-market drivers. Prerequisite: MKTG 553. Concentration: none.
# Units: 1
This course teaches the techniques required to develop and implement a licensing strategy, including such topics as protecting and managing intellectual property, and valuation. Students choose a particular technology of interest and work in groups to develop a business plan based on class lectures and their groups research. Prerequisite: MKTG 553. Concentration: EN.
# Units: 1
Provides an opportunity for students to become better informed about the entrepreneurial due diligence process. Students will gain an understanding of the entrepreneurs as well as the investors perspective as an ingredient in the due diligence process. Students develop skills in critically examining executive summaries and business plans. Prerequisite: MKTG 553. Concentration: EN
# Units: 1
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# Units: 4
The success of a company depends on the extent to which the marketing and financial disciplines work together. Marketing decisions affect whether the company's products and services get into the hands of the right customers and whether profits return to the company. But the test of marketing decisions is ultimately in their financial results. This is a one-unit course that focuses on the issues in creating financially viable and effective market positioning strategies. This is a course for any MBA student who is interested in a better understanding of the relationship between market-based strategy and financial effectiveness. The course will examine how traditional market-based measures - such as awareness, understanding, trial, ongoing usage, customer satisfaction, distribution levels, and market share - can be linked to financial outcomes. It will also discuss how to connect marketing expenditures directly to short-term and long-term results by examining the investment and expense requirements of different segmentation and market entry strategies. We will connect customer value propositions to competitive marketing strategies and shareholder value-creation outcomes. Prerequisite: MKTG 553.
# Units: 1
This course provides an introduction to and an overview of the baby boomer marketplace. Students will learn about major demographic and psychographic variables which characterize this market, as well as how the boomer market is becoming an ever more important economic, social, political, and cultural force affecting consumption. (Households headed by someone 40+ hold 91% of America's net worth). Students will learn how to identify and evaluate new product/service opportunities for the boomer market, and develop an understanding of how to create customer value in this segment via exposure to several different sources. Prerequisite: MKTG 553.
# Units: 1
The success of a marketing campaign or overall strategy ultimately depends on how a company's end customers perceive, accept and adopt a products value proposition / positioning / resulting messaging. Especially in high technology markets, where new purchases are capital investments measured by impact to the business and return on investment, a products value proposition has to be extremely clear, tangible and differentiated in order to achieve vendor preference, as well as maintain desired pricing and margin levels.This two credit-hour course focuses on proven, effective strategies for understanding customer requirements and translating them into clear, digestable and differentiated messaging statements. We will provide strategies and examples to achieve strong competitive positioning, as well as how and when to (re-)define an entire market vs. just differentially position your products. This course is for any MBA student who is interested in learning the strategic positioning and practical messaging skills used in product marketing and thought leadership positions which are the core of many marketing functions. We will use a combination of popular research, benchmark published works, industry executive speakers, and custom course material. Specific topics will include best practices for positioning and messaging creation, competitive landscape modeling and developing differentiation, translating customer requirements into effective positioning/messaging, and wholesale market (re-definition). Additional focus will include an overview of core media assets to effectively drive adoption of positioning/messaging in todays increasingly Web 2.0 world.
# Units: 2
This course is an excellent introduction to start-up company culture, attitudes and aspirations of founders and employees, hiring and retaining the best, early stage product development and definition of the product to be closer to market requirements, winning the first customers, selecting the right VC and right valuation, and alternate financing models in the absence of a formal funding etc.
# Units: 1
This one unit course provides a framework and tools for marketers to be successful with branding. Beginning with a fundamental review of the core branding elements, we weigh the importance of both the promise and the experience aspects of branding in building and sustaining trust. An examination of brand measurements illuminates the power of metrics and highlight different aspects of branding strategies. A look at past cases of successful and unsuccessful branding bring out variations in approaches to such issues as master brands, sub-brands, and the branding of services. Finally, the impact of branding architectures and creative positioning on brand equity are considered.The course will use both management readings and current articles to provide a solid foundation for analysis. A series of cases drawn from both the product and service arenas will enable students to apply this analytical framework to actual situations. Brand equity and its related metrics provide a standard basis in evaluating various strategies for establishing and growing brands. A final individual course project offers an opportunity to integrate various facets of branding for a specific product or service.
# Units: 1
Introduces key marketing concepts such as segmentation and creation of customer value. Provides tools to help managers make decisions in a range of tactical areas, including product development and positioning, competitive pricing, management of distribution channels, and promotion and communication. Proceeds to cover the development of marketing strategies through intensive analysis of a diverse selection of cases from consumer, industrial, and technological markets, including both product and service businesses.
# Units: 6
This residency course introduces key CMO and marketing technology issues that marketers face in their firms every day. It discusses the use of online dashboards for tracking, evaluation, and reporting, and it outlines the underlying technology and data that feeds into the dashboards. The course also focuses on broad technological advances in marketing, highlights the CMO/CFO interface, looks at the latest trends in marketing automation, and evaluates the role of outsourcing as part of the overall marketing resource mix.
# Units: 2
The profusion of information available to the buyers, thanks to the internet, has fundamentally altered the marketing landscape. Marketers now need the power of technology to engage with buyers in meaningful and consistent way, and drive results. The purpose of this course is to introduce students to core technology platforms at the intersection of marketing and information systems and to present an overview of some popular platform solutions including Salesforce, Oracles Eloqua, Adobes Marketo and more.
# Units: 2
Will introduce students to the fundamental concepts and terminologies of Marketing and Marketing decisions: how to effectively segment markets, target customers and position products and services, formulate and evaluate marketing mix tactics.
# Units: 2
Prepares managers to identify the competitive advantages that come from leveraged analytics, apply and implement tools, evaluateadvantages and limitations, ask relevant business questions and interpret and communicate the output from tools and models to achieve profitable business decisions.
# Units: 4
Role of marketing in modern organizations. Introduction to key concepts, such as segmentation and creation of customer value. Survey of frameworks for competitive and market analysis. Tools to help managers make decisions in a range of tactical areas, including product development and positioning, competitive pricing, management of distribution channels, and promotion and communication. Lectures supplemented by discussion of selected cases. Prerequisite: None.
# Units: 3
Focuses on decisions faced by managers concerning market segmentation, targeting, and positioning. Covers concepts such as new product development, pricing strategies, distribution channels, customer relationships, and performance metrics within a strategic planning framework. Students apply these key concepts and frameworks to cases and to formulating a comprehensive marketing plan centered on sustainable profitability and capabilities. Cases cover various environments and industries, especially those of concern to Silicon Valley firms.
# Units: 3 - 4
Evaluates venture ideas and the conversion of these ideas into viable ventures. Includes discussion of cases, lectures, and presentations by guest lecturers who have played a role in starting new enterprises (e.g., bankers, attorneys, and entrepreneurs). Develops a five-year business plan for a new enterprise. Knowledge of accounting/ finance must be sufficient to build viable financial statements.
# Units: 3
The purpose of this practicum is to develop an effective investor presentation for your venture. An effective investor presentation is one that achieves your objectives, usually to raise money or to be referred to someone who may be willing to invest. To be in a position to raise money, you need to clearly communicate your business idea, how you plan to bring your idea to fruition, how much money you will need for this effort, and what the investor might expect to receive for making an investment in your organization. The story that you tell about your venture has to be sufficiently compelling that it will enable you to get to the next step in your relationship with the prospective investor. A major focus of this practicum will be developing and executing your untested assumptions plan and evolving a presentation format that includes back-up due diligence, both designed to reduce risk capital investor risk. A presentation will be made to a panel made up of Silicon Valley investors.
# Units: 1
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# Units: 1
Focuses on decisions faced by managers concerning market segmentation, targeting, and positioning. Covers concepts such as new product development, pricing strategies, distribution channels, customer relationships, and performance metrics within a strategic planning framework. Students apply these key concepts and frameworks to cases and to formulating a comprehensive marketing plan centered on sustainable profitability and capabilities. Cases cover various environments and industries, especially those of concern to Silicon Valley firms.
# Units: 4
This course introduces the concepts critical for contemporary analysis of fundamental marketing principles. The course also outlines key aspects of the marketing management framework and introduces data analysis tools that are important to ascertaining optimal marketing strategies. Topics include data-driven assortment strategies, STP based on break-even analysis and life time customer value, sales promotion planning, recommendation systems designs.
# Units: 2
Introduces the Silicon Valley business ecosystem with a focus on how innovative new companies are launched, financed, and built into the next generation of market leaders. Includes the foundation for effective business communication.
# Units: 2
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# Units: 4
Topics include frameworks for understanding how customers make decisions and adopt innovations, metrics for assessing customer attitudes, satisfaction and loyalty, methods for segmenting a market, and measures of brand equity. The focus throughout is on techniques for gathering and analyzing data on customers and markets in both on-line and traditional channels. Addresses B-to-B and B-to-C decision process in rapidly changing markets.
# Units: 4
Focuses on systematic treatment of marketing on a global scale. Includes topics on the analysis of global market environments, targeting and entry strategies for global markets, sourcing and global production strategy, the global marketing mix, and managing the global marketing effort. The perspective of the course is managerial. Prepares the student to lead an organization to seize global opportunities successfully, as well as meet global threats in domestic markets.
# Units: 3
Evaluates venture ideas and the conversion of these ideas into viable ventures. Includes discussion of cases, lectures, and presentations by guest lecturers who have played a role in starting new enterprises (e.g., bankers, attorneys, and entrepreneurs). Develops a five-year business plan for a new enterprise. Knowledge of accounting/ finance must be sufficient to build viable financial statements.
# Units: 3
The purpose of this practicum is to develop an effective investor presentation for your venture. An effective investor presentation is one that achieves your objectives, usually to raise money or to be referred to someone who may be willing to invest. To be in a position to raise money, you need to clearly communicate your business idea, how you plan to bring your idea to fruition, how much money you will need for this effort, and what the investor might expect to receive for making an investment in your organization. The story that you tell about your venture has to be sufficiently compelling that it will enable you to get to the next step in your relationship with the prospective investor. A major focus of this practicum will be developing and executing your untested assumptions plan and evolving a presentation format that includes back-up due diligence, both designed to reduce risk capital investor risk. A presentation will be made to a panel made up of Silicon Valley investors.
# Units: 1
Focus on new methodologies being applied to market research and also on the kinds of market research best suited to the needs of B2B & B2C technology firms, such as those in Silicon Valley. Hence the emphasis is on research for new products and services and the entry of existing products into new markets. Emphasizes problem formulation skills and takes a managerial perspective on research methodology that focuses on the kinds of decisions that each method can support. Students prepare research proposals describing a decision problem and a methodology for collecting and analyzing the needed information.
# Units: 3
Evaluation of venture ideas and the conversion of these ideas into viable ventures. Discussion of cases, lectures, and presentations by guest lecturers who have played a role in starting new enterprises (e.g., bankers, attorneys, entrepreneurs). Development of a five-year business plan for a new enterprise. Knowledge of accounting/finance must be sufficient to build viable financial statements.Business plan teams will present their business plan investor pitches to a Silicon Valley investor panel at the end of the quarter.
# Units: 4
Provides current and aspiring product managers with a comprehensive view into what it takes to launch successful real-world products and manage their lifecycles. Includes in-depth details around product strategy and processes combined with multiple real world case studies and ends with a capstone project that simulates taking a product from concept to execution. Various concepts such as buyer utility, competitive set, customer and market analysis, pricing, and the product launch process will be used. Appropriate for those considering to move into Product management or advance their careers if they are in Product management in high-technology and/or consumer product markets. Prerequisite: MKTG 553 or MKTG 3552 or MKTG 3000. (4 units)
# Units: 4
Provides the student with user-level knowledge of sales concepts and management methodologies necessary to effectively perform and manage the sales function. In the role of a sales or marketing manager, enables the student to apply these concepts to selling consumer products as well as high-tech industrial products. Includes concepts related to organizational structuring, territory plans and reviews, resource management, sales incentives, and compensation programs.
# Units: 3 - 4
Focuses on assessing customer behavior and translating this knowledge into better marketing strategies. Includes topics on customer satisfaction/dissatisfaction; quality and value relationship marketing; decision influences on customer decision making such as motivation, perception, knowledge, attitude, and culture; innovation and diffusion. Appropriate for students interested in consumer, service, high-tech, or not-for-profit marketing.
# Units: 4
Optimal pricing is an essential component of business strategy in a competitive business environment and yet many firms employ arbitrary rules and haphazard approaches to pricing that adversely affect their profits and competitive positions. Product Pricing has to match Product Portfolio planning and hence product analytics are inextricably linked to pricing strategies and tactics.This course aims to equip participants with useful concepts, formulae, techniques, and frameworks for assessing, formulating, and implementing optimal pricing strategies and tactics concomitant with product portfolio analytics within the context of overall strategic, marketing and financial objectives and strategies. The course will draw on behavioral, mathematical, and economic foundations, principles of marketing strategy, and game theory to develop and describe effective systematic and structured approaches to pricing decisions. Concepts and topics covered in the course will include new product pricing, pricing over the product life cycle, value pricing, segmented pricing, nonlinear pricing, price discrimination, promotional pricing, retail pricing techniques, pricing software products, Freemium, SaaS and SaaP pricing models and product line pricing strategies. Pricing strategies and tactics in competitive bidding situations will also be covered. The course will primarily consist of cases to be discussed in class with key templates and takeaways derived from them and supplemented by lecture discussions and analytical frameworks. The course is primarily intended for managers who in their careers will be involved in evaluating, formulating, implementing and/or recommending pricing policies, strategies and tactics within the context of integrated business strategies.
# Units: 4
Focuses on understanding current theory and development of the analytical skills required for effective management and strategic deployment of multi-channel marketing decisions. Includes topics on channel planning, design; management of power, conflict and coordination in channel relationships; role of strategic alliances; and managing indirect channels. Requires creation of an in-depth case analyses and a channel audit project.
# Units: 4
Provides the background and analytical skills to effectively manage Internet marketing and e-commerce strategies. Examines how the Internet can be leveraged into the marketing activities of a business. Students will develop an Internet marketing plan for an existing business. Prerequisite: MKTG 553.
# Units: 4
Using core readings and selected case analysis, this course encompasses the marketing activities that enable a technology supplier to create, deliver, and capture value when marketing high tech products or services to other businesses, governments, or institutional customers. For these target segments, the focus is on optimizing the benefits of both technology solutions and "B2B" relationships for both vendor and customer. Typically reviewed are various marketing approaches high tech vendors may use in addressing the different stakeholders in a prospect's decision-making process. With a better understanding of technology-based value chains, this course provides analytical tools and problem solving skills for effective marketing by Silicon Valley-inspired firms. Prerequisite: MKTG 3000. (2 units)
# Units: 2
Introduces the concept of integrated marketing communications (IMC). Provides a basic understanding of communication theory, marketing, branding, integrating marcom tactics, planning and coordinating IMC programs. Addresses marcom tactics of advertising, public relations, direct response, collateral, the Internet, and digital media. Addresses business-to-business and high technology marketing communications. Incorporates a thorough understanding of objectives, strategies, tactics and budgeting.
# Units: 4
Prepares managers to (1) identify the competitive advantages that come from leveraged analytics; (2) apply the tools, and evaluate the advantages and limitations of each; (3) implement these tools, ask relevant business questions that could be solved with them; and (4) interpret the input and communicate the output from such tools and models to achieve more profitable business decisions.
# Units: 4
Practicum/Capstone course for MS Business Analytics students. All students will work independently with their advisor to gain enrollment in this course.
# Units: 1 - 6
Practicum/Capstone course for MS Business Analytics students. All students will work independently with their advisor to gain enrollment in this course.
# Units: 3 - 5
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# Units: 3
Online MS Marketing Independent Study
# Units: 1 - 4
Intensive practice in forms of communication specifically for business settings, geared to the student's level of prior preparation. The focus will be primarily on oral communication and writing to support the oral communication. Emphasis on communicating complex issues and quantitative data to inform, advocate or persuade.
# Units: 2
This course is designed to equip the student with speaking and presenting facility in both formal and informal business settings. The class centers around multiple presentations on a variety of topics. Focus will be on learning to shape messages and presentations to different audiences and purposes. This one-unit course will afford an introduction to effective presentation skills that should then be implemented into later coursework and workplace interactions. Business Communication theory, presentation practice and critique, interpersonal interaction in both traditional and social media forums, and conveying qualitative and quantitative information will serve as components of the course.
# Units: 2
Focuses on the issues in creating financially viable and effective market positioning strategies. Examines how traditional market-based measuressuch as awareness, understanding, trial, ongoing usage, customer satisfaction, distribution levels, and market sharecan be linked to financial outcomes. Discusses how to connect marketing expenditures directly to short-term and long-term results by examining the investment and expense requirements of different segmentation and market entry strategies. Connects customer value propositions to competitive marketing strategies and shareholder value-creation outcomes. The success of a company depends on the extent to which the marketing and financial disciplines work together. Marketing decisions impact whether the companys products and services get into the hands of the right customers and whether profits return to the company. But the test of marketing decisions is ultimately in their financial results.
# Units: 1
Presents an overview of the baby boomer marketplace. Explores major demographic and psychographic variables that characterize this market, as well as how the boomer market is becoming an ever more important economic, social, political, and cultural force influencing consumption. (Households headed by someone 40+ hold 91% of Americas net worth.) Identifies and evaluates new product/service opportunities for the boomer market, and develops an understanding of how to create customer value in this segment via exposure to several sources, including marketing officers from large consumer products firms, and venture capitalists who have successful track records in funding innovative products/ services targeted to this sector. Features hands-on experience in developing a proposal for a new product or service targeting the boomer market, together with the marketing strategy. The proposal will reflect criteria previously identified by organizations and venture capitalists as relevant to marketplace success.
# Units: 1
The success of any marketing campaign or overall marketing strategy ultimately depends on how a company’s end customers perceive, accept, and adopt a product or service’s value proposition, position, and messaging. Whether products and/or services play in technology, business-to- business, business-to-consumer, or direct-to-consumer markets; their value must be extremely clear, and differentiated to achieve market performance, maintain desired pricing, and reach target margin levels. Product Messaging and Positioning focuses on proven, effective strategiesfor understanding customer requirements and translating them into clear and differentiated value propositions, positioning statements and messaging platforms. The course presents strategies and frameworks that achieve strong competitive positioning and compelling customer-centric messaging.Prerequisite: MKTG 3000. (2 units)
# Units: 2
Provides a framework and tools for marketers to be successful with branding. Beginning with a fundamental review of the core branding elements, we weigh the importance of both the promise and the experience aspects of branding in building and sustaining trust. An examination of brand measurements illuminates the power of metrics and highlight different aspects of branding strategies. A look at past cases of successful and unsuccessful branding bring out variations in approaches to such issues as master brands, sub-brands, and the branding of services. Finally, the impact of branding architectures and creative positioning on brand equity are considered. Uses both management readings and current articles to provide a solid foundation for analysis. A series of cases drawn from both the product and service arenas will enable students to apply this analytical framework to actual situations. Brand equity and its related metrics provide a standard basis in evaluating various strategies for establishing and growing brands. A final individual course project offers an opportunity to integrate various facets of branding for a specific product or service.
# Units: 2
(No description found)
# Units: 2
This course covers key issues in internet advertising. Provides an in depth understanding of search ads, search engine optimization, search engine marketing, display ads, retargeting, ad auctions, programmatic implications. You will also gain a deep understanding of critical measurement methods and issues relating to paid advertising. Also discusses advertising on mobile devices.
# Units: 2
Provides the student with user-level knowledge of sales concepts and management methodologies necessary to effectively perform and manage the sales function. In the role of a sales or marketing manager, enables the student to apply these concepts to selling consumer products as well as high-tech industrial products. Includes concepts related to organizational structuring, territory plans and reviews, resource management, sales incentives, and compensation programs.
# Units: 2
Provides the product developer or manager with a multifunctional, multidisciplinary approach required to develop and launch successful new products. Includes in-depth treatments of market research, ideation, evaluation, development and the product launch or commercialization process. Appropriate for those interested in high-technology and/or consumer product markets. Prerequisite: MKTG 3000. Students may take either this course or MKTG3572 but not both for credit. (2 units)
# Units: 2
Programmatic advertising is the software-driven, algorithmic transaction of display advertising space in real time. As advertising rapidly shifts from traditional to digital formats, and as this digital advertising itself becomes increasingly programmatic, the industry needs technologists who are able to harness this constantly evolving and complex domain.
# Units: 2
Examines the role of social media in business and brand strategy, digital advertising and overall marketing mix. This class introduces students to the current social media landscape, explores how it can be used for maximum results for both corporate and individual branding, and evaluates which social platforms are the best fit for their organization's marketing goals. Topics to be covered will include an overview of platforms, current social media trends and their implications, developing social media strategy, measurement, and challenges.
# Units: 2
This course introduces the concepts critical understanding of contemporary B2B marketing and the emergence of Account-Based Marketing (ABM) as a Go-to-Market strategy. You will learn why account-based marketing has recently become important and you will gain the understanding of when it's appropriate to employ an ABM strategy and what types of companies utilize this approach. You will gain hands on knowledge and experience in developing and evaluating effective ABM strategies. By successfully completing this course you will be able to use cutting edge marketing technologies in the implementation of an account-based marketing strategy including their use for measuring the effectiveness of the program.
# Units: 2
This course will explore the impact of digital modernization, cyber malice and data privacy mandates on the modern marketer of 2020 and beyond. Businesses are digitally transforming like never before, as new technologies such as machine learning, IoT and adaptive business processes help to transform business models, improve customer experience, modernize workforces and drive new levels of profitability. However, modern digital transformation is disrupting traditional ideas of data privacy, cybersecurity, and business risk that carries serious legal and reputational consequences. One the front lines is the modern marketer, who now must adopt modern MarTech approaches to help businesses thrive, while navigating complex data regulations, security requirements for cloud-based marketing tools and complex and evolving ethical lines brought about by a hyperconnected and immediately consequential technology and business environment.
# Units: 2
The purpose of this course is to provide conceptual frameworks and analytical skills on the effective management and strategic deployment of distribution channels for consumer product, business-to-business, and service organizations. The course covers channels functions, structure, and the evaluation of their efficiency. It also examines collaboration, relationship, conflicts, and sustainable strategy. Organizing channel members as dynamic systems concludes the course. The majority of course content uses case studies set in contexts pertinent to technology and Silicon Valley businesses. Prerequisite: MKTG3000. Students may take either this course or MKTG3590 but not both for credit.
# Units: 2
The purpose of this course is to equip students with critical thinking regarding the challenges and opportunities in todays e-commerce practice. The class time will be a combination of lectures of key e-commerce related concepts and frameworks, discussions of case studies to examine the effective internet-based business models, and hands-on experience in developing and evaluating key elements in e-commerce practice. The course prepares graduates to create, analyze and manage an internet-based business. Prerequisites are MKTG 3000.
# Units: 2
Data and Analytics have led to a paradigm shift in the practice of Marketing. This course builds upon and extends from the first Marketing Analytics course, and introduces students to the most recent developments in data-driven applications in marketing decisions. In this course, not only the classical marketing concepts will be revisited from the data perspective, the modeling techniques developed for these marketing decisions are introduced for the students to understand them intuitively, rather than mathematically. Real world data are applied and analyzed using Excel, which allows easy adaptation for students to apply the knowledge and tools in other contexts using their own data. Topics include marketing attribution, behavior-based targeting, customer lifetime value, and experimental design.
# Units: 2
Retailing is a dynamic and ever-changing industry. This course examines rigorous tools that help retailers develop a competitive strategy to survive and thrive in today's marketplace. The topics include product assortment planning, SKU optimization, private label management, visual merchandising, data-driven mark-up and mark-down strategies, as well as big data practices and BI (business intelligence) tools that advance modern retail analytics.
# Units: 4
In the past few years, social media has become a popular platform for consumers to share their opinions about the products and services they buy. Marketers, in turn, are using social media to not only gain insights from their customers but also connect and communicate them. Currently, it is critical for most marketers to have a social media presence as they leverage this platform to grow their business. This course focuses on how marketers can translate insights from social media data into actionable marketing strategies and tactics. We first need to understand the basics of social media, viral marketing, and data generation. We will explore who is posting content and why are they posting. Second, we will learn how to analyze data generated through social media. This includes both numerical such as Amazon ratings, Facebook likes, and Twitter tweets and textual such as the comments written on Facebook, blogs, and many other social media platforms. Finally, we will focus on actionable marketing decisions based on the social media data analysis. This includes responding to user comments or integrating social media marketing with traditional paid media. The intention of this course is to provide you with a solid foundation for social media marketing as a user of analytics-based information and reporting. The course is not designed to teach you how each social media platform works. Rather, the broad objective is to provide you with a perspective on how data-based insights can and should be used to make marketing decisions and a set of skills for analyzing common types of social marketing data in order to generate meaningful insights.
# Units: 4
Presents a set of useful concepts, frameworks and strategies to help students to better understand a new world that is built with the mobile device at its center. Students will analyze key aspects of M-Commerce and Mobile Marketing, and learn a set of strategies and tools, using which they can (i) create economically valuable M-Commerce products/ services,and (ii)marketproducts(bothtraditionalanddigital)tothemobileconsumer via the mobile medium.The course primarily focuses on understanding: (a) new digital product business models and their underlying technologies, (b) mobile consumer behavior, © new mobile marketing techniques - including search, social media, geo-local, & omni-channel, and (d) mobile marketing metrics.
# Units: 4
This course introduces the concepts critical understanding of contemporary B2B marketing and the emergence of Account-Based Marketing (ABM) as a Go-to-Market strategy. You will learn why account-based Marketing has recently become important and you will gain the understanding of when its appropriate to employ an ABM strategy and what types of companies utilize this approach.Throughout this course you will gain hands on knowledge and experience in developing and evaluating effective ABM strategies. By successfully completing this course you will be able to use cutting edge marketing technologies in the implementation of an account-based marketing strategy including their use for measuring the effectiveness of the program.
# Units: 2
Programmatic advertising is the software-driven, algorithmic transaction of display advertising space in real time. As advertising rapidly shifts from traditional to digital formats, and as more transacts programmatically within digital advertising, theindustry needs technologists who are able to harness this constantly evolving and complex domain. This course will transform programmatic novices into experts who can apply knowledge and experience to real-life scenarios. The course will provide foundational knowledge of the programmatic advertising landscape, an understanding of how it fits into marketing strategy, and the necessary skills to be able to navigate the space from various perspectives.
# Units: 2
Presents students with concepts and frameworks to uncover actionable insights and develop an integrated approach and strategy for healthcare marketing. Students will gain insight into how healthcare places unique challenges and constraints for marketing, and learn to examine the roles and needs of various stakeholders. Also introduces students to the importance of data-driven marketing in healthcare.
# Units: 2