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1 - 9 of 9 results for: MKTG

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.
Units: 3 | Grading: GSB Letter Graded

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.
Units: 3 | Grading: GSB Letter Graded
Instructors: Sahni, N. (PI)

MKTG 346: Humor: Serious Business

YOU, oh fearless leader of the future (and maybe present). Are very important.You will make critical and far-reaching economic, political, and social decisions in your quest beyond Stanford to change lives, change organizations, and change the world. That's serious stuff.So, why humor? The late journalist Eric Sevareid said "Next to power without honor, the most dangerous thing in the world is power without humor." Our goal is to pin you down and not let you leave Stanford without a healthy dose of humanity, humility, and intellectual perspective that only humor can bring.This class is about the power (and importance) of humor to make and scale positive change in the world, and also - surprise! - to achieve business objectives, build more effective and innovative organizations, cultivate stronger bonds, and capture more lasting memories. Throughout the course, we will explore various aspects of humor creation, reveal insight into what makes people laugh, practice engaging - and leading with - a mindset of levity, and provide tools to harness humor safely and effectively in a professional context.Because in today's world more than ever, humor is serious business.Class Goals:·Discover your own humor style and the styles of others, as well as understand strategic uses of humor in business·Learn techniques for crafting your funny, and experiment with different humor mediums·Understand how to make humor a cultural and organizational practice, as well as how to embed humor into your leadership style·Leave with tools to reinforce and amplify cultures of levity.
Units: 3 | Grading: GSB Pass/Fail

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 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 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.
Units: 1-15 | Repeatable for credit | Grading: GSB Pass/Fail

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.
Units: 1-15 | Repeatable for credit | Grading: GSB Pass/Fail

MKTG 698: Doctoral Practicum in Teaching

Doctoral Practicum in Teaching
Units: 1 | Repeatable for credit | Grading: GSB Letter Graded

MKTG 699: Doctoral Practicum in Research

Doctoral Practicum in Research
Units: 1 | Repeatable for credit | Grading: GSB Letter Graded

MKTG 802: TGR Dissertation (ACCT 802, FINANCE 802, GSBGEN 802, HRMGT 802, MGTECON 802, OB 802, OIT 802, POLECON 802, STRAMGT 802)

Units: 0 | Repeatable for credit | Grading: GSB Pass/Fail
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