2019-2020 2020-2021 2021-2022 2022-2023 2023-2024
Browse
by subject...
    Schedule
view...
 

1 - 10 of 21 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: Strategic 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 objective of this course is to develop an understanding of the opportunities and challenges in creating, managing, and delivering customer value. Besides providing an introduction to the elements of marketing analysis (customer, competitor, and company analysis) and marketing mix (product strategy, pricing, promotion, and distribution), the course will approach high-level strategic issues such as: how to innovate, build, and manage customer experiences; what role do customers play in the creation and delivery of firms value; and how marketing functions integrate with other operational areas to create customer value.
Terms: Win | Units: 4
Instructors: Khan, U. (PI)

MKTG 335: Product Launch

This course will focus on the role of the customer in creating value for the firm. Through case discussions, lectures, and guest speakers, we will learn about customer-related factors that increase a firm's market value. A substantial portion of our discussion will involve customer psychology and what makes customers "tick." The course is appropriate for anyone, but as it is an "advanced" course it will not cover every aspect of marketing in depth as in the base marketing core course. As will be noted in the first day of class, we study customers for the same reason that robbers rob banks: That's where the money is. Both robbers and law-abiding citizens are welcome to enroll.
Terms: Spr | Units: 4

MKTG 353: Social Brands

As savvy consumers are increasingly participating in brands rather than merely receiving their messages, how do leading organizations stoke conversations, co-create experiences and stories, and build engaging relationships with consumers? Moreover, how do they harness social media to build a brand, and empower employees and consumers to share these brand stories with others?n nSocial Brands is a hands-on, project-based course that will draw brain power from the GSB, School of Engineering, and other Stanford graduate programs to collaboratively and creatively explore these questions. While we examine various inspiring examples of social brands, we will find that the rules are yet to be written. This emerging genre of social commerce and marketing is the "Wild West" and students working in mixed teams will be challenged to design and launch their own social experiments to form their own hypotheses. n nAssignments will push student teams to audit a brand, focus on a strategic goal, and design a social interaction that invites people on campus to participate in an extraordinary personal experience with that brand. Teams will then capture this experience in short videos and compile them into a story -- one that highlights the brand experience they orchestrated, its impact, and their key learnings. This course will integrate approaches from the d.school and marketing curriculum - including brand strategy, storytelling fundamentals, human-centered methods, rapid prototyping, and a bias toward action. This is a class for those that want to learn by doing and creating.nnMKTG 353 - Social Brands class website: http://www.stanford.edu/class/mktg353/
Terms: Spr | Units: 4

MKTG 355: 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 34 years. Understanding happiness is crucial to building successful products, organizations and relationships. In this MBA seminar, we explore the datadriven 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 designthinking 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 datadriven, drawing on multiple methodologies including blogs ( http://www.wefeelfine.org/), experiments and surveys. Please note, this is a 4-unit version of MKTG 555.nnMKTG 355 - Designing Happiness class website: http://www.stanford.edu/class/mktg355/
Terms: Spr | Units: 4
Instructors: Aaker, J. (PI)

MKTG 365: Marketing Analytics

Firms operate in an increasingly challenging business environment, with greater competition, more informed customers and rapidly changing market trends. Simultaneously, they also have access to more information about their customers, the marketplace and their competitors than ever before. In this environment, knowing how to use this information to make optimal business decisions is a crucial competitive advantage. Firms often have access to data that they do not know how to use. The objectives of this course are to introduce students to state-of-the-art marketing analytics and to teach them how to practically apply these analytics to real-world business decisions.nnThe following are examples of the types of questions that the course will address: How should a firm determine the prices for its products and services? What is the effect of television advertising on a brand's sales and how should advertising be optimized? What can a firm learn about its customers from online browsing behavior and how can this knowledge be used for targeted advertising and promotions? How should a firm allocate its sales force? How should a firm manage the allocation of its promotional budget in order to maximize its returns? How should the mailing of catalogs or direct mail be targeted to increase response rates?nnThe course will use a mix of lectures, cases, homework assignments and a course project to learn the material. Students do not need to have an advanced statistical background to take this course. Familiarity with the material in an introductory marketing course and an introductory statistics course will be assumed, but necessary material will be reviewed during the course of the quarter as necessary.
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 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 it will: (1) explore theory and research that is relevant to understanding consumer psychology and behavior, and (2) apply these theories and findings to generate ideas for developing effective marketing techniques and tactics. By shedding light on the psychological underpinnings of consumers' thoughts, attitudes, preferences, needs, 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 532: Persuasion

This course will provide insight into the psychology of persuasion. We will discuss recent theories of persuasion and cutting-edge research findings that shed light on ways to influence people's attitudes, beliefs, and behaviors. We will also hear from industry experts to get a sense of what they believe makes for an effective persuasive appeal (e.g., a successful pitch to investors). The goal is provide you with diverse insight into persuasion strategy and the psychology underlying it. "Persuasion" is a good course for students pursuing careers in virtually any industry, with particular relevance for those interested in marketing, entrepreneurship, leadership, and organizational behavior more generally.
Terms: Aut | Units: 2
Instructors: Tormala, Z. (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 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)
Filter Results:
term offered
updating results...
teaching presence
updating results...
number of units
updating results...
time offered
updating results...
days
updating results...
UG Requirements (GERs)
updating results...
component
updating results...
career
updating results...
© Stanford University | Terms of Use | Copyright Complaints