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1 - 10 of 16 results for: MKTG

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 €œ"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. nThe goals of this cour 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 €œ"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. nThe 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.nThe 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.
Units: 3 | Grading: GSB Letter Graded
Instructors: Simonson, I. (PI)

MKTG 346: Humor: Serious Business

As children, we all possessed an innate understanding of the power of laughter, and most believed ourselves to be not just skilled in the craft of comedy, but uproariously funny. As we grew up, however, and particularly as we entered the world of business, something changed. Studies show that babies laugh on average 400 times a day, whereas adults average only 15 - a number that decreases significantly on week days. Clearly, business is a serious endeavor. But perhaps it shouldn't be. This course is founded on a deep and scientifically supported belief in the power of humor in business. We will illuminate this belief by first building a bridge between the behavioral science of humor and laughter, illuminating the positive (and negative) consequences of creating a culture of levity. Then we'll explore the bottom line impact of such cultures on business, by revealing research into what makes people laugh from the living room to the board room to the oval office, by providing tools to hel more »
As children, we all possessed an innate understanding of the power of laughter, and most believed ourselves to be not just skilled in the craft of comedy, but uproariously funny. As we grew up, however, and particularly as we entered the world of business, something changed. Studies show that babies laugh on average 400 times a day, whereas adults average only 15 - a number that decreases significantly on week days. Clearly, business is a serious endeavor. But perhaps it shouldn't be. This course is founded on a deep and scientifically supported belief in the power of humor in business. We will illuminate this belief by first building a bridge between the behavioral science of humor and laughter, illuminating the positive (and negative) consequences of creating a culture of levity. Then we'll explore the bottom line impact of such cultures on business, by revealing research into what makes people laugh from the living room to the board room to the oval office, by providing tools to help students harness humor safely and effectively in business, and finally, by exploring personal and cultural shifts for creating lasting systemic change. Oh. And we'll have a ton of fun along the way. Throughout the course, students will practice engaging a mindset of levity, honing the practice of humor, and using humor toward positive change on an individual, organizational, and global scale. Because in today's world more than ever, humor is serious business.
Units: 3 | Grading: GSB Pass/Fail

MKTG 373: Monetization

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, SaaS models and enterprise business, 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.
Units: 3 | Grading: GSB Letter Graded

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.
Units: 2 | Grading: GSB Pass/Fail
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.nnThis 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 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.nnThis 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.nnThe course includes, cases, lectures, and guest lectures.
Units: 2 | Grading: GSB Letter Graded

MKTG 568: Consumer Search and Marketing: Business Models in the Information Economy

This class will explore the role of consumer search and firms’ information provision with a specific focus on online markets and companies. Because the amount of information available to consumers has increased dramatically, it has become paramount for companies to facilitate consumers’ search process. We will cover both the relevance for companies to reach consumers through their presence on third-party search platforms such as Google as well as how companies help consumers navigate through their own assortment by means of recommendation algorithms (e.g. Netflix, Spotify). Furthermore, we will discuss business models of companies that facilitate search by aggregating and presenting results from other vendors such as Kayak or eBay. Finally, we discuss new sources of information such as online reviews and consumer word-of-mouth on social media and how firms can effectively influence and manage those sources of information.
Units: 2 | Grading: GSB Letter Graded
Instructors: Seiler, S. (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.
Units: 2 | Grading: GSB Letter Graded
Instructors: Huang, S. (PI)

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.
Units: 3 | Grading: GSB Letter Graded
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.
Units: 3 | Grading: GSB Letter Graded
Instructors: Levav, J. (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.
Units: 3 | Grading: GSB Student Option LTR/PF
Instructors: Sahni, N. (PI)
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