This course is intended to introduce you to the essentials of marketing, and to develop a broad appreciation of how it is performed.
By the end of this course, students are expected to:
1. Have a working knowledge of marketing vocabulary, concepts, principles, and activities.
2. Define the strategic role of marketing within organizations.
3. Describe key elements of marketing analysis.
4. Evaluate conceptual and theoretical approaches for marketing problems relative to a variety of entities.
5. Apply the marketing process as a framework for examining issues involving economic, political, social, and ethical environments.
You will discover how great ideas create and re-invent corporations and provide the stimulus to move them forward. You will acquire the capacity to derive the master-idea behind a business' potential for greatness and learn how to apply the thinking process to approaching and analyzing business situations. In doing so, you will identify and hone your creative skills and be able to use them more effectively in your professional as well as personal lives.
While the course provides insight into how to actually conduct research, its focus is on providing the needed background for future managers who will be the ultimate users of the data, and who will determine the scope and direction of research conducted. Market intelligence is a particularly valuable skill set for students planning careers in consulting, marketing, or as entrepreneurs, and is a fundamental function in industries like consumer packaged goods, entertainment, financial services and sports management.
The purpose of this course is to provide a context for you to deploy state-of-the-art analytical techniques, tools, concepts, and theories to real world problems. The key benefits will be for you to gain practice and insights, experience data, and create value for firms. The course is most helpful to individuals who are targeting marketing management (whether brand, sales, or research and strategy) and general management positions, consultants, and entrepreneurs.
This course is intended to provide you with an understanding of the role of integrated marketing communications in the overall marketing program and its contribution to marketing strategy. This course is also intended to make you more aware of the challenges and issues faced by marketers in the wake of radical changes in the marketing communications discipline and to provide you with a comprehensive set of theories, concepts and approaches for you to apply to your career endeavors. Integrated Marketing Communications involves the process of planning, developing executing, evaluating and controlling the use of various promotional mix elements to effectively communicate with target audiences.
This course is designed for both marketing specialists and generalists. It exposes students to the contemporary challenges faced by a broad variety of firms in creating, maintaining, and managing brand equity over both the short and long term. This includes segmenting the market, positioning brands to appeal to an identified consumer target, differentiating the brand from competition, developing the annual brand plan and its associated brand strategies and tactics, measuring brand performance, and developing and launching new products. The course is not only relevant to students whose interests are in brand management, but also those interested in general marketing management.
This course is designed for both specialists and generalists; namely, those who are pursuing a career in sales and business development, as well as those who will require selling skills in their career. The objective of this course is to share knowledge and enhance the skill set students will need to pursue opportunities involving selling and business development. The primary focus of this course will be the areas of Key Accounts, Sales Management and Sales Operations with a secondary focus on Business Development.
The annual marketing strategy competition affords students practical experience in addressing marketing problems by assigning them to work on a project with partnering companies that have agreed to work with our students. Partnering companies identify a specific marketing problem as the focus of the project. Student teams, working with the course leader, then undertake analysis of the problem, collect data and develop a plan to address the focal issue. Students are strongly encouraged to take a multi-disciplinary approach to exploring solutions. Deliverables at the end of the project include a written report and a presentation.
This is an advanced level seminar in marketing strategy. The primary objective of the seminar is to provide in-depth learning of key emerging marketing concepts and practices. Consequently, the seminar is less historical and more futuristic in its orientation.
This course will examine the behavior of different types of customers--consumers, businesses, and governments--as well as suppliers, employees, stockholders, and other stakeholders of the firm. Each of these customers has different values that influence his/her market choices. This course will employ a variety of teaching approaches, including an empirical research project that relates to market choices. The overall goal of this course is to provide you with a set of psychological concepts, theories, and findings, to better help you better understand and anticipate consumer responses to marketing actions as well as help guide marketing decisions and actions. There will be a number of homework projects where you will be asked to test an approach, if only on a small population.
This course is about how to leverage value through the firm’s distributor, supplier, and retailer networks. Topics include how to manage multiple online and offline channels, how to structure and manage business partnerships for maximum returns, how to select and incentivize partners and how to design and redesign routes to market. Ideal for individuals who currently work in or are targeting jobs in consulting, industrial sales and buying, marketing strategy, and business development.
This course lets you practice the concepts and skills of modern marketing strategy in a simulated market environment. This course introduces the managerial tools and processes for generating, communicating and implementing marketing strategies for a company, product or brand. You learn how to overcome marketing challenges in the context of fast changing international and hi‐tech environments.