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1 - 10 of 20 results for: MKTG

MKTG 240: Marketing Management

The objectives of this course are to introduce students to the substantive and procedural aspects of marketing management and to sharpen skills for critical analytical thinking and effective communication. Specifically, the goals are to introduce students to marketing strategy and to the elements of marketing analysis: customer analysis, competitor analysis, and company analysis; to familiarize students with the elements of the marketing mix (product strategy, pricing, advertising and promotion, and distribution), and to enhance problem solving and decision-making abilities in these operational areas of marketing; and to provide students with a forum (both written and verbal) for presenting and defending their own recommendations, and for critically examining and discussing the recommendations of others.
Terms: Win, Spr | Units: 4

MKTG 249: Sloan: Marketing Management

The goal of marketing is to provide value to customers and to recapture some of that value for the firm in the form of profits. The objectives of this course are to introduce students to marketing strategy and to the elements of marketing analysis (customer analysis, competitor analysis, and company analysis); to familiarize students with elements of the marketing mix (product strategy, pricing, advertising and promotion, distribution); to examine the process of building, creating and managing two key firm assets (brand equity and customer equity); and to enhance problem solving and decision making abilities in these operational areas.
Terms: Aut | Units: 2

MKTG 353: Brands, Experience, and Social Technology

How do leading organizations create compelling brands and connect through experiences? As today's savvy consumers are increasingly participating in brands (rather than merely receiving their messages), how do companies foster better experiences, conversations and relationships - with both their employees and customers? Moreover, how do you harness social media to build and amplify a brand?nnnBrands, Experience and Social Technology (BEST) is a project-based course that will draw brain power from the GSB and other Stanford graduate programs to collaboratively explore these questions. This course will leverage popular content from Jennifer Aaker's Building Innovative Brands (BIB) and Power of Social Technology (PoST) courses as well as integrate approaches from the "d.school", marketing, and psychology -- including human-centered iterative methods, real-time feedback, and a bias toward action. It will be co-taught by Professor Jennifer Aaker (GSB) and Chris Flink (d.school).nnnClass composition: 22 GSB and 22 Non GSB (two sections), taught Tuesday 1:15-4:15 and 4:30-7:30nnnDesign Institute class; see http://dschool.stanford.edu.
Terms: Spr | Units: 4

MKTG 375: Consumer Behavior

Contemporary approaches to marketing emphasize the importance of adopting a consumer focus, from determining consumers' wants and needs to shaping their attitudes and ensuring their satisfaction. This course provides insight into consumer psychology and the means by which consumer behavior can be influenced or altered. The course has both theoretical and practical objectives in that will: (1) explore theoretical frameworks and research findings that are relevant to understanding consumer psychology and behavior, and (2) apply these frameworks and findings to show how they can be used to develop effective marketing techniques and tactics. By shedding light on the psychological underpinnings of consumers' thoughts, attitudes, preferences, and decision making styles, this course will help students make more insightful and effective marketing decisions. Moreover, because this course takes a broad psychological perspective, it highlights novel ideas for grabbing attention, shaping behavior, and changing people's minds both within and outside of traditional marketing contexts.
Terms: Spr | Units: 4
Instructors: Tormala, Z. (PI)

MKTG 390: Individual Research (ACCT 390, FINANCE 390, GSBGEN 390, HRMGT 390, MGTECON 390, OB 390, OIT 390, POLECON 390, STRAMGT 390)

Need approval from sponsoring faculty member and GSB Registrar.
Last offered: Autumn 2007 | Repeatable 3 times (up to 8 units total)

MKTG 555: Designing Happiness

We assume happiness is stable, an endpoint to achieve or a goal to "chase." It's not. Recent research suggests that the meaning of happiness changes every 3-4 years. Understanding happiness is crucial to building successful products, organizations and relationships. In this MBA seminar, we explore the data-driven research on happiness, revealing insights about (a) anticipating, (b) understanding, (c) visualizing, (d) spreading, (e) remembering, and (f) creating happiness. Students will work together to use an iterative design-thinking approach to understand our own current definition of happiness, uncover what really makes us happy (vs. what we think makes us happy), prototype solutions/products to increase our present happiness, and develop tools to continually understand and foster happiness as our lives change. The seminar will be data-driven, drawing on multiple methodologies including blogs ( http://www.wefeelfine.org/), experiments and surveys.
Terms: Aut | Units: 2
Instructors: Aaker, J. (PI)

MKTG 641: Behavioral Research in Marketing I

This course prepares the student to do empirical behavioral research on consumer and managerial behavior and other behavioral issues. It will cover some of the key concepts, principles, and techniques of behavioral research, with emphasis on experimental and non-experimental design.
Last offered: Autumn 2009

MKTG 642: Behavioral Research in Marketing II: Consumer Behavior

This Ph.D. seminar provides coverage of the major research carried out in consumer research both in marketing and psychology. A vast set of topic will be covered including conscious and non-conscious consumer goals, motivations, emotions, attention and perception and consumer decision processes. The course will help students hone their ability to conceptualize, operationalize, and develop research idea and will provide a grasp of what it takes to be a successful academic in the field of consumer behavior.
Terms: Aut | Units: 4
Instructors: Khan, U. (PI)

MKTG 644: Quantitative Research in Marketing: Strategic Models and Methods

This seminar will review major contributions and recent developments in marketing with a particular emphasis on the strategic interactions between firms and consumers. We will examine how firms craft their product, pricing, advertising, salesforce, and channel strategies to create and sustain competitive advantage. We will also discuss how consumers react to different firm strategies mentioned above. A main purpose of the course is to generate new ideas, new research topics, and new applications for existing concepts and theories.
Terms: Spr | Units: 4

MKTG 645: Empirical Analysis of Dynamic Decision Contexts

This course will focus on empirical tools for analyzing dynamic decision contexts, wherein current actions of firms or consumers have effects on future payoffs, profits and/or competitive conduct. The course will build the relevant material generally, but our applications will be mostly focused on empirical marketing and industrial organization problems. We will have an applied focus overall, emphasizing the practical aspects of implementation, especially programming. The overall aim of the class is to help students obtain the skills to implement these methods in their research. By the end of the class, students are expected to be able to formulate a dynamic decision problem, program it in a language such as Matlab or C, and to estimate the model from data. The course starts with an overview of consumer theory and static models of consumer choice. We build on this material and introduce discrete choice markovian decision problems, and continuous markovian decision problems, and focus on building the computational toolkit for the numerical analysis of these problems. We then move on to specific applications, and discuss multi-agent dynamic equilibrium models. Finally, we discuss recently proposed advanced methods for alleviating computational burden in dynamic models.
Terms: Spr | Units: 4
Instructors: Nair, H. (PI)
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