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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.This 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. The course includes, cases, lectures, and guest lectures.

Understanding persuasion is essential to having influence in virtually any environment-at work, in a sales pitch, in the marketplace, and even at home. Whether you want to get colleagues on board with your idea, clients or investors interested in your company, or even family members to change their health behaviors, having persuasion knowhow will make you more effective. The aim of this course is to provide insight into the psychology of persuasion. We will take an evidence-based approach to explore what persuades and why. The goal is to give you access to the science of persuasion, and to help you identify and design new persuasion strategies that leverage this science. By the end of the course, you will have a deep understanding of persuasion and a toolkit that will help you enhance your persuasive impact in a wide range of situations.

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. We will explore various aspects of levity and humor, reveal insight into what makes people laugh, and provide tools to harness humor safely and effectively in business. By the end of class, you should: Discover: (Re)discover humor in your stories and life; understand your unique style and the styles of others. Play: Apply techniques from comedians and play with incorporating humor into otherwise unfunny moments. Lead: Embed humor into your leadership style; understand the nuance of how to do this as your status shifts across roles and contexts. Activate: Amplify humor, using it to create cultures of levity in teams, organizations, and in the world. Welcome to your (re)introduction to humor. This course is a compressed version of MKTG 346.

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.