Marketing

MBA Electives 2010-2011

The BIG Picture

marketingobjective

source ofvolume

evaluatebusinessobjective

place

price

promotion

execute

product

service

position

segment

target

STP

Advertising Management (611)

Advanced Advertising (621)Sales Management (610)

Supply Chain Management (640)

Pricing Strategy & Tactics (608)

Innovation & New Products (625)

Co-Creation of Value (624)Leveraging Design (627)

Strategic Marketing Planning (601)

Strategic Brand Management (603)

Customer Asset Management

(605)

Consumer Behavior (613), Marketing Research (618), Marketing Engineering (630)

Social Marketing (614), International Marketing (623), Sensory Marketing (617), Services Marketing (623)

Fall 2010

• M601 Strategic Marketing Planning Gene Anderson (1 section, 3 credits)

• M603-B Strategic Brand Management Rajeev Batra (3 sections, 2.25 credits)

• M608 Pricing Strategy and Tactics Aradhna Krishna (2 section, 3 credits)

• M611 Advertising Management Katherine Burson (1 sections, 3 credits)

• M618 Marketing Research Anocha Aribarg (2 sections, 3 credits)

• M627-A Leveraging Industrial Design for Marketing Advantage

Terry Duncan (1 section, 1.5 credits)• M640 Supply Chain Mgmt.

Ravi Anupindi (1 section, 3 credits)

• M601 Strategic Marketing Planning Puneet Manchanda (3 sections, 3

credits)• M605-B Customer Asset Management

Claes Fornell (1 section, 1.5 credits)• M610 Strategic Sales Management

Follett Carter (1 section, 3 credits)• M613-A Consumer Behavior

Carolyn Yoon (2 sections, 1.5 credits)• M614-B Social Marketing

Christie Nordhielm (1 section, 1.5 credits)

• M615 International Marketing Mgmt. John Branch (1 section, 3 credits)

• M617-A Sensory Marketing Aradhna Krishna (1 sections, 1.5

credits)• M621-A Applied Advertising

Tim O’Day (1 sections, 1.5 credits)• M623-A Service Marketing Management

John Branch (1 sections, 1.5 credits)• M624 Co-Creation of Value

Venkat Ramaswamy (1 sections, 3 credits)

• M625 Innovation in New Products/Services S. Sriram (1 sections, 3 credits)

• M630-B Models for Marketing Decisions: Marketing Engineering

Fred Feinberg (3 sections, 2.25 credits)

MBA Marketing Electives F2010-W2011

Winter 2011

Fall 2010

• M601 Strategic Marketing Planning Gene Anderson (1 section, 3 credits)

• Topics~ Formulation and implementation of successful

marketing strategy~ Concepts, tools, and skills required to meet strategic

marketing challenges faced by a firm over time– Identifying and selecting market opportunities– Customer focused innovation– Launching new innovations– Entering established markets– Competing in established markets– Attracting and retaining customers– Building and maintaining brands– Succeeding in emerging markets– Entering adjacent markets– Interfacing with R&D, finance, IT, HR, & operations

~ StratSim – a fast-paced and exciting simulation of market-based competition

– Develops and tests strategic marketing decision-making skills

– Integrates strategic marketing concepts and tools

– Ties together concepts and skills from Marketing, R&D, Operations, Finance, and HR

• Brand management (CPG, industrial, and services)

• Consulting

• Entrepreneurship

• Investment banking and venture capital

• General management

MBA Marketing Electives F2010-W2011

Career Relevance

Fall 2010

• M603-B Strategic Brand Management Rajeev Batra (3 sections, 2.25 credits)

• Topics:

~ Payoff from building strong brands~ Conditions when brands matter most~ How to build strong brands: framework and roadmap~ Strategies and tactics to build each component of

brand equity: awareness, identity, quality and leadership reputation, brand associations, loyalty

~ Leveraging brand strength via brand extensions~ Brand architecture and portfolios~ Brand valuation for acquisition plus

• Brand management (CPG, industrial, and services)

• Advertising

• E-marketing

• Consulting

MBA Marketing Electives F2010-W2011

Career Relevance

Fall 2010

• M608 Pricing Strategy and Tactics Aradhna Krishna (2 sections, 3 credits)

• Topics:

~ Capturing some of the value created by the product, promotion, and distribution

~ Qualitative techniques to help determine price~ Quantitative techniques to help determine price~ Development of pricing strategy

• Marketing managers

• Channel managers: CPG and industrial

• Consultants

• Finance and accounting managers

• Entrepreneurs

MBA Marketing Electives F2010-W2011

Career relevance

Fall 2010

• M611 Advertising Management Katherine Burson (1 sections, 3

credits)

• Topics:

~ Marketing communications framework~ Selecting target consumers~ Setting communications objectives~ Evaluating creative alternatives~ Advertising testing~ Media planning: traditional and non-traditional,

including digital media~ Advertising research~ Brand manager - advertising relationships

• Brand management (CPG, industrial, services)

• Advertising agencies: account executives, media planners, researchers

• Digital marketing managers

• General manager of companies utilizing advertising

MBA Marketing Electives F2010-W2011

Career Relevance

Fall 2010

• M618 Marketing Research Anocha Aribarg (2 sections, 3

credits)

• Topics:

~ Introduction to the marketing research process~ Value of marketing information~ Role of marketing research~ Marketing problem identification ~ Study design~ Sampling~ Questionnaire design~ Marketing experiments/test markets~ Marketing research data analysis~ Introduction to discrete choice models and

conjoint analysis~ Measuring customer life time value

• Brand management (CPG, industrial, services)

• Advertising agencies

• Non-profit marketers and general managers

• Consulting

• Investment Banking

• Entrepreneurship

MBA Marketing Electives F2010-W2011

Career Relevance

Fall 2010

• M627-A Leveraging Industrial Design for Marketing Advantage

Terry Duncan (1 section, 1.5 credits)

• Topics:

~ Meaning of design in product design

~ Design and product choice

~ Meaning of design in products

• Brand managers in “style” industries

• Retail merchandising managers

• Advertising

MBA Marketing Electives F2010-W2011

Career Relevance

Fall 2010

• M640/OMS620 Supply Chain Mgmt. Ravi Anupindi (1 section, 3 credits)

• Channel management

• CPG trade management

• Purchasing management

MBA Marketing Electives F2010-W2011

Career Relevance

Career Relevance

• Brand management (CPG, industrial, and services)

• Consulting

• Entrepreneurship

• General management

• M601 Strategic Marketing Planning Puneet Manchanda (3 sections, 3

credits)

• Topics~ Focus on development of sustainable marketing

strategy keeping in mind the dynamics of product markets.

~ Use of the over-arching framework of the Product Life Cycle (PLC).

~ End of class, students should be able to develop marketing strategy from a “stages of PLC” perspective (cover models/frameworks such as Technology Adoption Life Cycle, BASES, Mass Customization, Hypercompetition and CRM)

~ Another objective of the course is to familiarize students with cutting-edge trends and developments in the world of marketing and strategy e.g, Social Media, Network Models.

~ Uses an exciting and dynamic marketing simulation where teams compete with each other in parallel to class material.

~ The course is weighted away somewhat from packaged goods – there is a heavier focus on technology, services (telecommunication, gaming), pharmaceuticals and B-to-B markets.

MBA Marketing Electives F2010-W2011

Winter 2011

Career Relevance

• Brand Management

• Marketing Research

• Consulting

• M605-B Customer Asset Management Claes Fornell (1 section, 1.5 credits)

MBA Marketing Electives F2010-W2011

Winter 2011

• Topics:

~ Customers as assets~ Customer satisfaction measurement~ Causes of customer satisfaction~ Profitability and stock market implications

Career Relevance

• Senior marketing executives

• Sales management executives

• Entrepreneurs

• Senior consultants

• General managers

• M610 Strategic Sales Management Follett Carter (1 section, 3 credits)

• Topics:

~ Selling as a profession in the business to business world

~ Sales call structure~ Training on a sales program~ Interpersonal sales skills training~ Sales management goals and productivity~ Sales force organization~ Sales personnel recruiting and training~ Compensation and motivation~ Sales process~ Automation tools for sales: SFA and CRM~ In-field sales management assignment

MBA Marketing Electives F2010-W2011

Winter 2011

Career Relevance

• Brand management (CPG)

• Business Development

• Innovation Practice

• Consumer Insights & Market Knowledge

• Consulting

• M613-A Consumer Behavior Carolyn Yoon (2 sections, 1.5 credits)

• Topics:

~ Qualitative research methods~ Needs and values~ Memory and information processing~ Attitudes~ Consumer decision making~ Social and cultural influences

MBA Marketing Electives F2010-W2011

Winter 2011

Career Relevance

• Not for profit marketing

• Brand and product managers interested in CSR

• Public health marketing

• Advertising / Public relations

• Marketing consulting

• M614-B Social Marketing Christie Nordhielm (1 section, 1.5

credits)

• Topics:~ Definition of social marketing~ Objective setting~ Corporate social responsibility~ Not for profit marketing~ NGO marketing~ Developing a detailed social marketing campaign

MBA Marketing Electives F2010-W2011

Winter 2011

Career Relevance

• Marketing managers in global companies

• General managers in global companies

• Consultants

• M615 International Marketing Mgmt. John Branch (1 section, 3 credits)

• Topics:

~ internationalization candidate market selection;~ international marketing research;~ international marketing strategies;~ internationalization modes;~ international segmentation, targeting, and

positioning;~ the international marketing mix; and~ and international marketing implementation and

control

MBA Marketing Electives F2010-W2011

Winter 2011

Career Relevance

• Managers of products with potential sensory aspects

• Managers interested in how the senses work

• M617-A Sensory Marketing Aradhna Krishna (1 sections, 1.5

credits)

• Topics:

~ Sensory aspects of products: touch, taste, smell, sound, and look

~ How sensory aspects affect our emotions, memories, perceptions, preferences, choices, and consumption of products

~ Experimental demonstration of sensory aspects

MBA Marketing Electives F2010-W2011

Winter 2011

Career Relevance

• Brand managers (CPG, industrial, services)

• Advertising managers

• Advertising agency managers

• Consultants

• General management of companies that advertise

• M621-A Applied Advertising Tim O’Day (1 sections, 1.5

credits)

• Topics:

~ Development, identification, and leveraging advertising ideas

~ Creative insights: where to find them~ Important advanced trends in media: traditional

and non-traditional~ Effective creative strategy~ Picking winning campaigns: how to analyze

them~ How to develop and deliver an effective

advertising recommendation to a client

MBA Marketing Electives F2010-W2011

Winter 2011

Career Relevance

• Marketing managers in service organizations

• Consultants to service organizations

• General managers in businesses where service is a major component of the offering

• M623-A Service Marketing Management John Branch (1 sections, 1.5

credits)

• Topics:

~ The Service Economy~ Understanding Services~ Service Consumption~ Service Promotion and Pricing~ The Service Environment~ Service Capacity and Demand Management~ Service Operations~ Service Quality and Managing Dissatisfaction~ Service Human Resources Management~ The Future of Services

MBA Marketing Electives F2010-W2011

Winter 2011

Career Relevance

• New product development managers

• Brand managers (CPG, industrial, services)

• M624 Co-Creation of Value Venkat Ramaswamy (1 sections,

3 credits)

• Topics:

~ Customers as product/service co-creators~ Processes of co-creation~ Tools for co-creation~ Outcomes of effective co-creation

MBA Marketing Electives F2010-W2011

Winter 2011

Career Relevance

• Brand manager: CPG, industrial, and services

• Innovation managers

• Consultants

• Entrepreneurs

• M625 New Product Innovation Management S. Sriram (1 sections, 3 credits)

• Topics:

~ Creativity tools for idea generation for new products

~ Concept development and testing~ Sales forecasting techniques for new products ~ Test marketing /prediction markets~ Organizing for innovation ~ Stages/gates system for new product

development and commercialization

MBA Marketing Electives F2010-W2011

Winter 2011

Career Relevance

• Brand managers in sophisticated companies (CPG, industrial, and services)

• Marketing researchers

• New product planners

• High-Level Consultants

• Data managers where analytics matter

• M630-B Models for Marketing Decisions: Marketing Engineering

Fred Feinberg (3 sections, 2.25 credits)

• Topics:

~ Segmentation and targeting clustering and discriminant analysis

~ IRI panel data collection~ Secondary and external data~ Positioning maps, perceptual maps and MDS~ Scanner data and IRI data analysis~ Forecasting (Bass Model)~ Latent class analysis~ Discrete choice models, conjoint analysis~ Other advances topics for sophisticated

marketing analysis~ Link analytics to marketing options and actions

taking costs and return into account

MBA Marketing Electives F2010-W2011

Winter 2011

Marketing

MBA Electives 2010-2011