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The Marketing and Competition core variant will cover both marketing to consumers, using case studies and lectures, and marketing to businesses, using the INDUSTRAT competitive simulation. Class case discussions will focus on key concepts and marketing analyses as well as new perspectives on customer analysis and marketing strategies. The course will include three modules: (1) Analyzing Marketing Opportunities, (2) Developing Marketing Strategies, and (3) New Trends in Marketing Strategy Implementation. A major part of the course will employ the INDUSTRAT competitive simulation. In this simulation, each team, representing a company in 5-firm industry, will have to make a wide range of decisions, such as customer and segment selection, positioning, market research, sales force deployment, R&D, and whether to form alliances with other firms. During INDUSTRAT sessions, teams will discuss the previous period's results and marketing research data to make decisions for the next period.

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.

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 objectives of this course 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 elements of the marketing mix (product strategy, pricing, advertising and promotion, distribution); to examine the process of building, creating and managing two key firm assets (brand equity and customer equity); and to enhance problem solving and decision making abilities in these operational areas.

This course deals with the challenge of bringing to market elegant and efficient solutions to strong customer needs. This challenge is fundamental in customer-centric innovation, and is relevant whether you work for a startup or a large company, whether you sell products or services, and whether your customers are individual consumers or companies.nnWe focus primarily on state of the art frameworks, concepts and tools that have been recently validated by innovative companies. We structure our learning around the following basic steps of the innovation process:nn1. Opportunity identificationnn2. Idea generationnn3. Designnn4. Testingnn5. Launch

This course is designed for students who have had prior exposure (either through previous coursework or work experience) to the marketing process and to the basic principles of marketing management. Students enrolled in the class are responsible for filling any gaps in the prerequisite material through review and self study. The main difference between MKTG 340 and the entry-level foundation course in marketing will be the emphasis on application; i.e., the integration and use of marketing tools and frameworks to address problems of practice in marketing. The course will consist of a small number of project modules, where students work in teams over several class sessions to solve a complex marketing problem. During each project module, students will spend in-class time discussing relevant frameworks and related cases, participating in panel discussions with industry experts and practicing managers, and presenting and critiquing recommendations. Possible project modules include: devise a marketing plan for a broad line of consumer products; redesign a customer loyalty program; develop an integrated marketing communications campaign for a new product launch; re-launch a brand; plan and execute a channel expansion strategy.

This course is aimed at informing students of state-of-the-art marketing research. It aims to help students ask interesting and relevant marketing questions, search for the appropriate methodology, and make effective decisions based on the research output. The main objectives are to equip students with scientific methods to analyze marketing data and to develop an appreciation for the potential contributions and limitations of market research. Emphasis will be placed on both qualitative and quantitative aspects of marketing research. The research should help managers in addressing substantive marketing problems such as: market segmentation, estimating market potential, forecasting market demand, designing advertising and pricing practices policies, and developing new products.

Service industries account for more than 75% of developed economies with developing nations following close behind. Executives in service industries often report that the conventional business solutions designed for manufacturing and CPG (consumer-packaged-goods) industries are not always useful and relevant for managing services. For example, managing customer interactions takes a whole new meaning in services industries, which unlike CPGs are temporally extended processes that require involvement of customers in the creation and delivery of the service. This need to better understand service-systems is reflected in heightened efforts to establish service-science as a discipline by companies interested in service innovation (e.g., IBM and Oracle).nnnIn response to the changing needs of businesses, this course will develop an appreciation for how managing services, and the unique challenges they face, differ in key respects from managing conventional marketing operations. Students preparing for entrepreneurship, private equity, consulting, marketing or non-profit careers will learn how service planning and implementation systems operate to create profitable and sustainable service offerings. We will explore particular challenges in the delivery of superior service, whether it is face-to-face or electronic, across several different industries. nnnThe course builds heavily on current issues in the service economy. Through cases, guest speakers and class discussions we will cover several issues such as, service analysis and design, managing servicescapes, creating and managing customer experiences, co-creation, service recovery and strategies for sustainable growth and innovation in the service environment.

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.nnnThe 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?nnnThe 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.

Pricing right is fundamental to a firm's profitability in a competitive business environment. Yet firms in diverse industries implement ad-hoc rules and trial-and-error approaches to pricing that significantly reduce profits. This course will draw on strategy, marketing techniques, and principles from microeconomics to describe practical approaches that are useful for optimal pricing decision-making. The main objective is to help students develop a systematic framework to think about, analyze and develop strategies for pricing right. Some of the questions we will address in the course include: How does a firm determine the price of a new product? How does a firm assess whether the current price is appropriate? What is value pricing? How does one implement it? What is price segmentation? A combination of cases, lectures, and empirical applications will be used in the class. The course is aimed at students who will, in their careers, be involved with formulating, analyzing and/or recommending pricing polices in the context of an integrated business strategy for the firm. We will also emphasize how pricing goes hand in hand with other aspects of firm strategy. Students with an understanding of marketing and microeconomic principles will benefit most from the course.