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1 - 10 of 16 results for: MKTG ; Currently searching spring courses. You can expand your search to include all quarters

MKTG 344: Marketing Research

Market intelligence is of value to firms. To understand their markets, firms need to answer questions such as: How large is the market for a product, what is important for the target segment? How does change in the product design affect profits? This course aims to help students ask relevant questions and find data-driven answers to them. The main objectives are to equip students with: 1) an understanding of the value of data - what intelligence it can and cannot provide, 2) exposure to state-of-the-art quantitative tools such as conjoint analysis and cluster analysis to analyze the data, and 3) sufficient hands-on experience with these tools for answering students' own marketing research questions from the perspective of an entrepreneur, marketer or a consultant. The course is designed to address substantive marketing problems such as: market segmentation, targeting, forecasting demand, pricing, and developing new products. We will use a mix of lectures, exercises, cases and a project to learn the material.
Terms: Spr | Units: 3
Instructors: Sahni, N. (PI)

MKTG 373: Monetization - Choosing a Business Model

This course examines the fundamental issues of creating a strategy for monetization and revenue growth within an organization. Students learn about setting an organization's business model design, aligning various functional areas within the company to implement a monetization strategy, and the tradeoffs that occur when choosing amongst profitable monetization policies for the firm. They master concepts, frameworks, and tools to assess an industry and a firm's pricing strategy and business models, and to craft alternatives. They also study the interplay between marketing, salesforces, HR incentives and human capital management, advertising and data and analytics in shaping a winning monetization policy. Topics we will cover include monetizing online content and strategies in ad-driven industries, understanding freemium models and installed-base competition, monetization of consumer data, privacy considerations and the privacy economy, business models from the perspective of investors and venture capitalists, regulatory considerations, and linking monetization to the ability to measure and capture value. We will use a mix of cases and lectures along with extensive participation from industry leaders to bring to light the various issues in class.
Terms: Spr | Units: 3

MKTG 532: Persuasion

The aim of this course is to provide insight into the psychology of persuasion. We will explore research and theory in this domain and discuss potentially powerful techniques for changing people's attitudes and behaviors. We will apply our insights broadly to examine the features that make for an effective persuasive appeal in a wide range of settings (e.g., an ad, a pitch to investors, etc.), and students will practice designing and implementing persuasive messages. In each session, I will share classic and cutting edge research on persuasion emanating from the fields of social and consumer psychology. These insights will be organized around a few basic principles. We will then work together to brainstorm and practice the application of the insights to real world persuasion settings.
Terms: Aut, Win, Spr | Units: 2
Instructors: Tormala, Z. (PI)

MKTG 535: Product Launch

Our focus is on the question, "When launching a product, what are the framing issues that will help determine success?" In particular, we will provide you with tools to analyze market situations and determine whether it makes sense to launch a product or engage in a marketing-related investment. The course is not designed to cover issues such as execution of a strategy (although we will touch on this a bit), but on whether to enter a market to begin with. Thus, the course is decision oriented; we want you to think about market entry decisions and how you would make them. The tools that you will be provided won't consist of equations; instead, we'll arm you with a set of questions to ask, whose answers will help you make better decisions.nnnThis course is an advanced applications marketing course. Unlike the base core course that is designed to cover every basic topic in marketing, here we focus on a number of basic questions and explore them in depth. Although we will have some lectures for background, the bulk of this endeavor will be accomplished through case discussions. In other words, we can't and won't cover everything, as this course is not designed to be comprehensive. We are going to rely on your academic background in marketing to cover the basics; here and there, it is possible that some material will be a review of what you've done before (there's nothing wrong with a little de ja vu). Unfortunately, due to the tight schedule we will not be able to cover any of the basics that are not already included in the course material.nnnThe course includes, cases, lectures, and guest lectures.nn
Terms: Spr | Units: 2

MKTG 554: Branding in the Digital Era

A strong brand is the most valuable and irreplaceable asset for a firm. Apple, Google, Coca Cola, Nike, VISA, McDonalds, and Disney, are a few prominent examples of legendary brands. Many companies recognize that the investment they make in the creation and communication of their brand will become a strategic differentiator in the future.n nThis course is designed to provide students with theoretical as well as applied appreciation and understanding of what it takes to build and sustain strong bands. To achieve these goals, the class will be co-taught by two academic and industry experts who will not only provide basic insights into branding basics but will also discuss cutting-edge research and technological developments in the area.n nProf. Khan will lead the first half of the course. This week will focus on conceptual and strategic frameworks for understanding basic branding concepts and answering core challenges such as, how to define and establish brand meaning and personality; how to measure and leverage brand equity; how to manage brand architecture; and how to establish brand leadership.n nIn the second week, the focus will switch to digital aspects of branding. This week will be led by Mr. Gopi Kallayil, Chief Evangelist, Brand Marketing, at Google. Mr. Kallayil will explore contemporary issues in brand marketing such as, how to construct and maintain brand meaning in the high customer involvement digital space; how to seize the opportunity of your super fans actively expressing brand love on digital; and how to leverage new customer experiences created with digital in branding strategy.n nStudents are required to attend and come prepared to all classes.
Terms: Spr | Units: 2
Instructors: Khan, U. (PI)

MKTG 575: Consumer Behavior

Contemporary approaches to marketing emphasize the importance of adopting a consumer focus, from determining consumers' wants and needs, understanding their motivation, to shaping their attitudes and ensuring their loyalty. 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 we will: (1) explore theory and research that is relevant to understanding consumer psychology, (2) apply these theories and findings to generate novel ideas for effective marketing techniques. By shedding light on the psychological underpinnings of consumers' motivation, attitudes, preferences, and decision-making styles, this course will help students make more insightful and effective marketing decisions, as well as developing novel ideas for grabbing attention, shaping behavior, and changing consumers' minds.
Terms: Spr | Units: 2
Instructors: Huang, S. (PI)

MKTG 576: Digital Marketing

There has been a rapid evolution of digital means of communicating with consumers and advertising to them, driven by changes in technologies and consumer behavior. Readership of traditional print media has gone down dramatically, and television is consumed very differently now than even a few years ago, with the advent of digital video recording and streaming video platforms. This has led to a dramatic growth of marketing using digital platforms. Furthermore, a variety of avenues for digital marketing has emerged, including display advertising, search advertising, advertising on online video platforms, advertising and other forms of engagement on social networks etc. A recent trend has been the rapid growth of mobile platforms, which include these different avenues also available. An integrated view of using these different media to market to consumers is important to effective digital marketing. With the rapid acceptance of numerous "Big Data" technologies by large enterprises, online marketing is also evolving to incorporate a customer-centric view rather than a campaign centric view. This course will explore these issues.
Terms: Spr | Units: 2

MKTG 622: Behavioral Research in Marketing III: Consumer Behavior Classics

The purpose of this seminar is to provide PhD level coverage of the major research work carried out in consumer behavior. For each topic considered, a selection of articles with a specific focus on "early classics" will be distributed and discussed. For each topic, our goals will be to determine the main ideas and research questions driving work in each topic area, how these authors positioned their work and tested their ideas, what made these papers "classics," where the gaps are, and what ideas for new research those gaps imply.
Terms: Spr | Units: 3
Instructors: Huang, S. (PI)

MKTG 642: Behavioral Research in Marketing II: Consumer Behavior

This PhD 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: Spr | Units: 3
Instructors: Khan, U. (PI)

MKTG 644: Quantitative Research in Marketing

The goal of this seminar is to familiarize students with the quantitative marketing literature and develop the process of generating research ideas and topics. Sessions will involve a mix of: nnni) a discussion of papers in a particular area in quantitative marketing; and/or nnii) a discussion of students' research ideas with respect to topics. nnnThe format will mix student presentations of papers with lectures by the instructor(s). When discussing papers in the literature, the focus will be on the topic and research question and not the methodological approach. When discussing research ideas, students should be able to articulate why their question is interesting, where it fits in the literature and how they would address their question.
Terms: Spr | Units: 3
Instructors: Sahni, N. (PI)
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