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1 - 10 of 32 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. Specifically, the goals are to introduce students to marketing strategy and the elements of marketing analysis; to familiarize students with the elements of the marketing functions (creating value, delivering value, capturing value, communicating value); and to provide students with a forum (both written and verbal) for practicing and presenting their own recommendations as well as for critically examining the recommendations of others. Students will develop their own business idea throughout the quarter, apply the marketing concepts and tools discussed in class, and collect feedback from their classmates. Each session will have a lecture followed by an interactive discussion.
Terms: Win | Units: 3

MKTG 243: Marketing Management, Accelerated

The objective of this course is to introduce you to modern marketing practice at an accelerated level. Marketing is key to the success of an organization and requires an ability to design and execute a coherent strategy across a number of different dimensions. Specifically, we study in depth each of the tactical P's - price, promotion, product, and place (distribution) - and do so through the structural lens of the three C's - customer, competition, and company, with a particular focus on the customer. Going beyond the fundamentals, the course emphasizes two specific areas of specialization and learning throughout. First, it focuses on data-driven techniques for assessing markets and teaches you which of these techniques apply to different marketing decision problems. Second, the course takes seriously the idea that consumers often want different things. It therefore focuses on how you can generate company value by understanding and serving heterogeneous consumer wants and needs.
Last offered: Winter 2022

MKTG 249: MSx: Marketing

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.This 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 f more »
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.This 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. The course includes, cases, lectures, and guest lectures.
Terms: Aut | Units: 2
Instructors: Levav, J. (PI)

MKTG 325: Go To Market

Startups as well as established firms innovate to develop new products. Success in the marketplace depends not just on developing great products, but also developing a comprehensive strategy to take it to the marketplace. This involves identifying the right target market, developing a monetization plan, a communication and promotion plan, as well as a channel strategy. This course will aim to develop a thorough understanding of how firms can develop a go-to-market strategy for their new products. Through a mix of lectures, case studies, exercises and guest sessions, students will learn how to develop a go-to-market strategy, identify key metrics for success and how to evaluate the performance of their strategy.
Terms: Spr | Units: 3

MKTG 326: Customer Acquisition for New Ventures

The focus of this course is on the strategies and methods used by early-stage companies to acquire customers (through outbound or inbound marketing) and to activate and retain them (i.e., to encourage repeat behavior and/or increase the frequency of interaction). Throughout the course, we will examine topics such as search engine marketing (SEM), content marketing, affiliate marketing, social media campaigns, mobile applications, freemium strategies, and the use of web analytics for tracking customer acquisition and conversion. The focus will be mainly on digital marketing channels, and the emphasis will be more B2C than B2B. Instruction will consist of case discussion, exercises and simulations, and guest lectures, with students working in groups to apply their learning to improve the process of customer acquisition.
Last offered: Spring 2023

MKTG 332: Persuasion: Principles and Practice

Understanding persuasion is essential to having influence in virtually any environment- at work, in a sales pitch, in the marketplace, and even at home. Whether you want to get colleagues on board with your idea, clients or investors interested in your company, or even family members to change their health behaviors, having persuasion knowhow will make you more effective. The aim of this course is to provide insight into the psychology of persuasion. We will take an evidence-based approach to explore what persuades and why. The goal is to give you access to the science of persuasion, and to help you identify and design new persuasion strategies that leverage this science. By the end of the course, you will have a deep understanding of persuasion and a toolkit that will help you enhance your persuasive impact in a wide range of situations.
Terms: Win | Units: 3
Instructors: Tormala, Z. (PI)

MKTG 337: Applied Behavioral Economics

The field of behavioral economics couples scientific research on the psychology of decision making with economic theory to better understand what motivates economic agents, including consumers, managers, public policymakers, investors, and employees. In this course, we will examine topics such as the 'irrational' patterns of how people think about products, money and investments, designing strategies and offerings to change behavior, and the drivers of happiness and the role of emotions in decision-making. This highly interdisciplinary course will be particularly relevant to students with interests in general management, entrepreneurship, Marketing, Strategy, Behavioral Finance, public policy, and nonprofit. Topics covered will include: Rationality and choice, choice complexity, intertemporal choice, emotional influences on choice, the role of behavioral economics in marketing, spending and savings behavior, social welfare, choice architecture, and defaults. The goals of this course ar more »
The field of behavioral economics couples scientific research on the psychology of decision making with economic theory to better understand what motivates economic agents, including consumers, managers, public policymakers, investors, and employees. In this course, we will examine topics such as the 'irrational' patterns of how people think about products, money and investments, designing strategies and offerings to change behavior, and the drivers of happiness and the role of emotions in decision-making. This highly interdisciplinary course will be particularly relevant to students with interests in general management, entrepreneurship, Marketing, Strategy, Behavioral Finance, public policy, and nonprofit. Topics covered will include: Rationality and choice, choice complexity, intertemporal choice, emotional influences on choice, the role of behavioral economics in marketing, spending and savings behavior, social welfare, choice architecture, and defaults. The goals of this course are threefold: a) to study the basic principles of behavioral economics, b) To learn the application of the principles to various aspects of business and policy, and c) to think about a framework for developing products, programs, and tactics that are behaviorally informed. The course is composed of a mixture of lectures, exercises, academic paper reviews, and in-class case discussions. The purpose of the lectures is to present and discuss theories, concepts, analytical techniques and empirical findings. In-class exercise will be used to apply the concepts and techniques covered in the class. We will discuss a few business cases. In addition, students working in teams will prepare an analysis and recommended behavioral strategy for a company/startup of their choice.
Last offered: Spring 2020

MKTG 344: Marketing Research

How large is the market for a product, what is important for the target segment? How does change in the product design affect profitability? This course aims to help students ask such business 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 including conjoint analysis, and unsupervised machine learning techniques such as 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.
Last offered: Winter 2023

MKTG 346: Humor: Serious Business

There exists a mistaken belief in today's corporate world that we need to be serious all the time to be taken seriously. But the research tells a different story. In this course, we delve into the behavioral science of humor, and why it is a secret weapon in leadership (and life) to garner influence, fuel creativity, defuse tension, foster resilience, and strengthen relationships on your teams and with customers. You'll learn frameworks for understanding your humor style (hint: everyone has one) and the style of others. You'll practice applying concrete tools from the world of comedy to deploy humor safely and effectively at work. You'll hear stories from inspiring leaders ¿ in business, politics, entertainment, and professional spots ¿ and the tactics they used to bridge the trust gap, boost engagement, and unlock agility in the face of change. Students will leave this class with both a practical toolkit and a fundamental shift in mindset: navigating your life on the precipice of a sm more »
There exists a mistaken belief in today's corporate world that we need to be serious all the time to be taken seriously. But the research tells a different story. In this course, we delve into the behavioral science of humor, and why it is a secret weapon in leadership (and life) to garner influence, fuel creativity, defuse tension, foster resilience, and strengthen relationships on your teams and with customers. You'll learn frameworks for understanding your humor style (hint: everyone has one) and the style of others. You'll practice applying concrete tools from the world of comedy to deploy humor safely and effectively at work. You'll hear stories from inspiring leaders ¿ in business, politics, entertainment, and professional spots ¿ and the tactics they used to bridge the trust gap, boost engagement, and unlock agility in the face of change. Students will leave this class with both a practical toolkit and a fundamental shift in mindset: navigating your life on the precipice of a smile. LEARNING OBJECTIVES: After completing the course, students will be able to: Reframe. Reframe challenging personal and professional moments with evidence-backed approaches tied to happiness and well-being. Storytell. Develop a Signature Story to present their personal and professional narratives in more engaging, memorable, humorous ways. Apply. Use concrete techniques grounded in professional comedy, behavioral science, and stories from leaders, for bringing humor safely and effectively into work and leadership .Navigate the grey. De-risk humor; understand why humor fails happen, how to avoid them, and what to do when you accidentally cross a line. Teambuild. Apply strategies to create more bonded, effective, and creative teams. Deliver. Hone techniques to deliver more memorable, compelling, human stories.
Terms: Spr | Units: 3

MKTG 358: Customer Experience Design (CxDesign)

CxDesign offers an interactive course that immerses participants in the realm of Design Thinking, enabling them to better understand leading brands that create captivating and unforgettable customer experiences. Drawing insights from experimental social and cognitive psychology, as well as behavioral economics, we will explore the decision-making processes employed by industry frontrunners throughout the entire customer journey. Guided by real-world examples and discussions with industry experts, diverse student teams will employ human-centered design methods to conceive and visualize their own innovative proposals, aimed at elevating brand interactions and fostering meaningful, lasting experiences. Together, we will unlock the secrets of crafting impactful customer experiences and elevate our approach to brand building.
Terms: Win | Units: 3
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