Marketing Area Electives, Spring 2012B541 Ideation Reiman MW 10-11:15am
B542 Market Intelligence Sciarrino M 2-5pm; ORM 6:30-9:15pm
B547 Product & Brand Mgmt Bowman MW 1-2:15pm
B549 GMSC Shah M 4-6:15pm + TT TBD
B641 Marketing Seminar Sheth MW 10-11:15am
B643 Customer Relationship Mgmt Lewis TT 11:30-12:45
B645 New Product Lab Halloran MW 11:30-12:45
B648 Channel Strategy Jap W 6:30-9:15pm
Implementation &Industry Electives
Goizueta Marketing Strategy
Consultancy*
New Product Lab*
Marketing Analytics
Fieldwork*
Ideation*
Directed StudyProject
G = Global content elective; * = Experiential ‘Lab’ Course
Marketing FunctionsElectives
Integrated Marketing
Communications
Marketing Strategy(Global)
Product and BrandManagement
Sales and BusinessDevelopment
Analytics / KnowledgeElectives
Consumer Behavior
Customer Relationship
Mgmt
Market Intelligence
Marketing Seminar
Syndicated Data Analysis (Module)
Marketing Mgmt.(core)
Goizueta’s MBA Marketing Curriculum
COURSE OVERVIEW PEDAGOGY
B541Ideation
Creative ideation fuels, supports and underlies the ability to innovate.
Provide students with:• tools and methods as well as the self-reflection
necessary to become a revolutionary thinker in the idea-rich 21st century;
• the capacity to derive the master idea;• how to apply a thinking process to approaching and
analyzing business situations.
• Interactive lectures• Article discussion and analysis including
chapters from Reiman’s book, “Thinking for a Living”
• Guest speakers• Master Idea presentation ~ 65% of grade.
B542MarketIntelligence
1. Teaches you how to use marketplace data to make business decisions.
2. Aimed at the executive who is the ultimate user of the research and who is responsible for determining the scope and direction of research conducted on his/her behalf.
3. Particularly valuable to students planning careers in brand management, strategic consulting, marketing consulting, international management roles in industries like consumer packaged goods, entertainment, financial, sports marketing, etc.
• Lecture + case discussions• Hands-on analysis of marketplace data• Panel discussion with industry thought
leaders• Guest speakers
COURSE OVERVIEW PEDAGOGY
B547Product &BrandManagement
Intended for:1.Students planning careers in brand management or other marketing function2.Students planning careers in marketing consulting
Course objectives3.To increase understanding of the important issues in planning and evaluating brand strategies, new products, and line extensions4.To provide the appropriate theories, models, and other tools to make better branding decisions5.Provide a forum for students to make branding decisions.
• Class discussions/Lectures• Case studies • In class exercises• Brand Management Simulation
(PharmaSim) – OTC cold/allergy brand simulation that requires students to make brand decisions over a 10 year period.
• Guest speakers on relevant brand topics
B549GoizuetaMarketingStrategyConsultancy(GMSC)
(Mgmt Practice elective)
Intended for:1) Students interesting in various facets of marketing, consulting and strategy2) Students interested in applying theoretical concepts through an experiential learning process to real-time, real-world corporate projects.3) Students interesting in learning about the consulting process and how this process is used to develop research-based, actionable, go to market recommendations for clients.
• B2B and B2C Marketing Strategy Projects• Teamwork and Communication• Lecture/ Discussion • Expert Workshops• Client Meetings• Faculty Meetings and Coaching by team• Team Guides, TAs, and Consultant
meetings by team• Application of research findings• Presentation to panel of business
executives
COURSE OVERVIEW PEDAGOGY
B641MarketingSeminar
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.
In past years, topics have included: Why Good Companies Fail; Market Shifts; Marketing Competition; Globalization and Marketing; Growth; 4 A’s of Marketing; Customer Focus; Managing the Marketing Function.
• Class discussions/Lectures• Library / field research• Group projects (2)• Individual projects (2)
B643CustomerRelationshipMgmt(CRM)
Intended For:• Students interested in careers in environments where firms market directly to consumers such as services (airlines, banks, etc.), retailing and e-commerce.• The course also has relevance for students interested in brand management and consulting.
Gain an Understanding of:• Framework for Customer Economics• The Psychology of Customer Relationships• Database Marketing Techniques• Relationship Oriented Marketing Programs
• Lecture / discussions• Case studies• Data Analysis – statistical analysis of customer data• Group project – Loyalty Program Audit• Guest Speakers
COURSE OVERVIEW PEDAGOGY
B645New ProductLab
(Mgmt Practice elective)
Intended for:• Students interested in brand management, new product management, marketing consulting, and entrepreneurship
Will Provide Students with:•Tools to successfully launch new products that are consumer acceptable, commercially viable, and financially feasible•Fieldwork projects in new product development•Opportunity to explore new product areas of interest•Experience in the new product development process (i.e. Stage-process)
• Core team project – Students will form teams to undertake a new product development project with a local firm, i.e.• New Beverage Category Opportunity• New Pay For Content News Site• Client meetings• Instructor meetings/coaching on projects• Guest speakers/Presentations• Historic clients include: Turner, Coca-Cola, Newell (Goody’s, Caphalon), Comcast, Atlanta Braves, Kodak
B648Channel Strategy
How to leverage value through the firm’s distributor, supplier, and retail channel networks. Will provide frameworks and tools for:• 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. • Conflict management• Channels in emerging economies and social mediaIntended for students who work in or are targeting jobs in consulting, distribution, industrial sales, marketing strategy, and business development.
The class format will include: • Cases• Projects • Guest lecturers and Executive visitors
