printer friendly pageMKTG 547: Strategic Marketing Communication - Compressed
The course is designed to sharpen students' grasp of the strategic and tactical aspects of Marketing Communications that lead to competitive advantages in the marketplace. The course will begin a focus on strategy and introduce students to frameworks that address two broad goals of any firm: (1) Establish a competitive advantage by offering a superior customer value proposition and (2) Generate sustainable organic growth. The course will then segue into marketing communication tactics that will enable the firm effectively accomplish its strategic objectives. Here, the concepts and frameworks will only be applicable to traditional approaches (such as the use of television, print, and point-of-purchase promotions) but also to emergent approaches (such as the use of the internet, mobile media, etc.). Designed from the perspective of executives who are often involved in making strategic as well as tactical marketing decisions to solve contemporary business problems, this course is intended for students whose career plans include consulting and entrepreneurial ventures, apart from those thinking of careers in marketing.
Terms: Aut
| Units: 2
Instructors:
Shiv, B. (PI)
MKTG 551: Initiating, Sustaining, and Monetizing Green Marketing
The last few years have seen a dramatic increase in environmental consciousness among customers, especially among the crucial 18-34 demographic. Going green for marketers is no longer a luxury, it is becoming a necessity. How should marketers think about initiating and sustaining green marketing? How can they differentiate themselves from competition, especially with every player wanting to jump onto the green bandwagon? More importantly, how can marketers exploit this rapidly growing trend in terms of monetizing such efforts? Where are such opportunities likely to arise in the future both in terms of technological and marketing innovations? The primary goal of this seminar is to address these questions across different domains and industries, thereby gaining insights in an area of marketing that is so green (pun intended).
Terms: Aut
| Units: 2
Instructors:
Narayanan, S. (PI)
MKTG 552: Building Innovative Brands
Which brands do you love? Apple? IDEO? Google? What draws you into these brands? How do companies create compelling brand experiences? How could you cultivate a well-loved brand? These are the questions we will explore in Building Innovative Brands. The focus of the project-based class is to explore how to build innovative brands, where brand is defined as a "reputation" - departing from traditional perspectives of brand. The reality is that most brands could be making a much stronger impact than they are today - in terms of deeper purpose, social value, and greater inspiration for employees as well as customers. This seminar will dive into this potential by analyzing brands that excel at (a) strategic philanthropy (i.e., doing good and making money) (b) telling their (unique) story and (c) incorporating a strong design element into the brand - which can infect the company internally and customers externally. nnnThe class will encompass a broad ecosystem of contributors. Leaders from the world of brand - both small entrepreneurial companies and large, global market-leaders - will be incorporated into the class both as presenters as well as advisors to offer first-hand perspectives about the challenges and lessons along their varied paths to success. This approach is intended to make the walls between the classroom and the world outside a little more porous.nnnThe class will integrate methods from the d.school, marketing courses and psychology courses - including a focus on Ideation Labs, rapid prototyping, and real-time feedback. It is created for individuals interested in building your own brands and/or immersing yourself in the enhancement of a brand of your choosing. The goal is to work on a brand that is or could be well-loved. Your primary deliverable will be a Brand Audit, the result of an iterative process that should lead you to a powerful outcome: not only will you conceive of a financially quantifiable enhancement of brand equity, you will harness the power of inspiration to change the world - at least in a small way.
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.
Terms: Aut
| Units: 4
Instructors:
Wheeler, S. (PI)
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.
Instructors:
Khan, U. (PI)
MKTG 645: Empirical Analysis of Dynamic Decision Context
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)
MKTG 646: Bayesian Inference: Methods and Applications
The course aims to develop a thorough understanding of Bayesian inference, with a special focus on empirical applications in marketing. The course will start with a brief theoretical foundation to Bayesian inference and will subsequently focus on empirical methods. Initial topics would include Bayesian linear regression, multivariate regression, importance sampling and its applications. Subsequently, the course will focus on Markov Chain Monte Carlo (MCMC) methods including the Gibbs Sampler and the Metropolis-Hastings algorithm and their applications. The overall focus of the course will be on applying these methods for empirical research using a programming language such as R.
Terms: Spr
| Units: 4
Instructors:
Narayanan, S. (PI)
MKTG 661: Attitudes and Persuasion
This course will provide an overview of recent research on attitudes and persuasion. Content will include broad coverage of the issues of major importance to attitude theory, but will focus on more recent issues and controversies that have captured the interest of researchers in the field. The class will cover research areas such as attitude change, persuasion, and resistance processes; implicit versus explicit attitudes; attitude certainty; cognitive versus affective influences; dissonance and attitudinal ambivalence; selective exposure and biased processing; metacognition; and others. Students who take this course will become familiar with research methods and major issues in attitudes research and will have a better understanding of how individuals form, maintain, and change their evaluations. Throughout the course, students will be encouraged to critique existing research and formulate new research ideas.
Terms: Aut
| Units: 4
Instructors:
Tormala, Z. (PI)
MKTG 691: PhD Directed Reading (ACCT 691, FINANCE 691, GSBGEN 691, HRMGT 691, MGTECON 691, OB 691, OIT 691, POLECON 691, STRAMGT 691)
This course is offered for students requiring specialized training in an area not covered by existing courses. To register, a student must obtain permission from the faculty member who is willing to supervise the reading.
Terms: Aut, Win, Spr, Sum
| Units: 1-15
| Repeatable
for credit
MKTG 692: PhD Dissertation Research (ACCT 692, FINANCE 692, GSBGEN 692, HRMGT 692, MGTECON 692, OB 692, OIT 692, POLECON 692, STRAMGT 692)
This course is elected as soon as a student is ready to begin research for the dissertation, usually shortly after admission to candidacy. To register, a student must obtain permission from the faculty member who is willing to supervise the research.
Terms: Aut, Win, Spr, Sum
| Units: 1-15
| Repeatable
for credit
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