Management of the marketing function; understanding the basic foundational marketing concepts and skills in strategy development and planning of operational and strategic levels pertaining to product offering decisions, distribution channels, pricing and communication. prereq: MBA student

This course looks at strategic decision-making, trade-offs and resource allocation in markets, methods for creating advantage at both the industry and the firm level, the impacts of strategic decisions, and appropriate investment and performance management frameworks. Utilizing an integrated approach to the use of marketing tools and concepts in the formulation and execution of the marketing plan. The material is presented with case studies, lectures, readings, and guest speakers. Focusing on development of framework for strategic marketing planning based on market insights, customer behavior, market segmentation, product positioning, customer experience, market responsiveness, and competitive reaction. The course is designed to be essential for students interested in careers in marketing management, brand management, product management, strategic consulting, and leadership development programs. prereq: MBA 6210/6211, MBA or Mgmt Sci MBA student

This course provides a deep understanding of consumer motivation and psychology to predict behavior in the marketplace. It covers both rational and irrational influences that impact consumers at different stages of the decision-making process. The course gives students the tools to provide insightful, data-driven recommendations by thoroughly understanding the customer. prereq: MBA 6210/6211, MBA or Mgmt Sci MBA student

This class focuses on designing go-to-market routes that align with customer purchase journeys, including the selection of channel partners, and fashioning the right channel incentives. We will pay particular attention to contemporary challenges arising from channel fragmentation and addition of online routes-to-market. prereq: MBA 6210/6211, MBA or Mgmt Sci MBA student

Today?s explosion in global e-commerce and logistics networks means most organizations now face an opportunity to broaden their customer bases and strengthen their brands. At the same time, these firms may face a new set of global competitors including state-supported, foreign companies, or current competitors who have transformed into global marketers. This case-based course arms the learner with a set of frameworks to adapt and lead in today?s global marketing arena. The course culminates in a student-designed, real-world, ?Glocal? marketing plan that launches an offering into an international market. prereq: MBA 6210/6211, MBA or Mgmt Sci MBA student

Marketing begins and ends with the buyer. A marketing perspective on Pricing Strategy focuses on the study of delivering value to buyers in a manner that exceeds the value proposition of marketplace rivals, using both internal and external resources. The purpose of this course is to present a framework and provide analytical tools that can help you handle these pricing challenges. From determining consumer needs to assuring customer satisfaction, a clear understanding of buyer behavior is critical to the successful formulation and implementation of pricing strategy. The profitability of Pricing strategies that account for the competitive environment and the role of collaborators whose interests are aligned with that of the organization are an integral over-arching umbrella that informs the course. There are a wealth of analytical tools used in pricing ranging from Economic Value Analysis, to Break-Even Analysis, to estimation of Demand and Elasticity, to Customer Lifetime Value analyses, to game theoretic analyses of competitive dynamics. This course is designed to provide prospective managers the intellectual and analytical tools necessary to design actionable pricing strategies. There will be a strong emphasis on managerial action, and multiple theoretical perspectives will be discussed. prereq: MBA 6210/6211, MBA or Mgmt Sci MBA student

Leaders now realize that brands are one of the most valuable assets they possess. Those leaders who can successfully build, leverage, and protect brands are highly sought after. And today?s brand principles must apply to product branding, personal branding, service branding, place branding, online branding, co-branding, and luxury branding. This course provides learners with frameworks and practical brand knowledge to launch and leverage successful brands in all these disciplines. prereq: MBA 6210/6211, MBA or Mgmt Sci MBA student

Marketing practices have dramatically shifted with the rise of social media and the proliferation of devices, platforms, and applications. This rapidly changing environment presents new opportunities and challenges for marketers. Through a combination of case studies, best practice examples, current news items, and assignments, students learn how the elements of a digital strategy work together with traditional media to attract prospective customers. Specifically, students learn best practices for social media marketing, content marketing, organic and paid search, search engine optimization, e-mail marketing, landing pages and display advertising. Students discuss strategies for reputation management in a world where information is disseminated virally and discover how social media monitoring and data analysis can be used to improve marketing and product development activities. The importance of establishing digital marketing goals and analytics is covered as well as how to measure return on investment for digital activities. Additional focus on analytics through certification assignments, in google analytics and ad search. Exploration of return on marketing measurement and evaluation of digital tactics.