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The objectives of this course are to introduce students to the substantive and procedural aspects of marketing management. Specifically, the goals are to introduce students to marketing strategy and the elements of marketing analysis; to familiarize students with the elements of the marketing functions (creating value, delivering value, capturing value, communicating value); and to provide students with a forum (both written and verbal) for practicing and presenting their own recommendations as well as for critically examining the recommendations of others. Students will develop their own business idea throughout the quarter, apply the marketing concepts and tools discussed in class, and collect feedback from their classmates. Each session will have a lecture followed by an interactive discussion.

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.

Startups as well as established firms innovate to develop new products. Success in the marketplace depends not just on developing great products, but also developing a comprehensive strategy to take it to the marketplace. This involves identifying the right target market, developing a monetization plan, a communication and promotion plan, as well as a channel strategy. This course will aim to develop a thorough understanding of how firms can develop a go-to-market strategy for their new products. Through a mix of lectures, case studies, exercises and guest sessions, students will learn how to develop a go-to-market strategy, identify key metrics for success and how to evaluate the performance of their strategy.

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.

There exists a mistaken belief in today's corporate world that we need to be serious all the time to be taken seriously. But the research tells a different story. In this course, we delve into the behavioral science of humor, and why it is a secret weapon in leadership (and life) to garner influence, fuel creativity, defuse tension, foster resilience, and strengthen relationships on your teams and with customers. You'll learn frameworks for understanding your humor style (hint: everyone has one) and the style of others. You'll practice applying concrete tools from the world of comedy to deploy humor safely and effectively at work. You'll hear stories from inspiring leaders ¿ in business, politics, entertainment, and professional spots ¿ and the tactics they used to bridge the trust gap, boost engagement, and unlock agility in the face of change. Students will leave this class with both a practical toolkit and a fundamental shift in mindset: navigating your life on the precipice of a smile. LEARNING OBJECTIVES: After completing the course, students will be able to: Reframe. Reframe challenging personal and professional moments with evidence-backed approaches tied to happiness and well-being. Storytell. Develop a Signature Story to present their personal and professional narratives in more engaging, memorable, humorous ways. Apply. Use concrete techniques grounded in professional comedy, behavioral science, and stories from leaders, for bringing humor safely and effectively into work and leadership .Navigate the grey. De-risk humor; understand why humor fails happen, how to avoid them, and what to do when you accidentally cross a line. Teambuild. Apply strategies to create more bonded, effective, and creative teams. Deliver. Hone techniques to deliver more memorable, compelling, human stories.

CxDesign offers an interactive course that immerses participants in the realm of Design Thinking, enabling them to better understand leading brands that create captivating and unforgettable customer experiences. Drawing insights from experimental social and cognitive psychology, as well as behavioral economics, we will explore the decision-making processes employed by industry frontrunners throughout the entire customer journey. Guided by real-world examples and discussions with industry experts, diverse student teams will employ human-centered design methods to conceive and visualize their own innovative proposals, aimed at elevating brand interactions and fostering meaningful, lasting experiences. Together, we will unlock the secrets of crafting impactful customer experiences and elevate our approach to brand building.

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.

This course prepares the student to do empirical behavioral research. It will cover all aspects of the research process, from hypothesis generation to experimental design to data analysis to writing up your results and submitting them for publication.

This PhD 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.