## 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
| Units: 3

Instructors:
Kim, Y. (PI)
;
Tully, S. (PI)

## 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.

Terms: Win
| Units: 3

Instructors:
Narayanan, S. (PI)

## MKTG 535: Product Launch

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 f
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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.

Terms: Win
| Units: 2

Instructors:
Levav, J. (PI)
;
Siegelman, R. (SI)

## MKTG 642: Behavioral Research in Marketing II: Consumer Behavior

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.

Terms: Win
| Units: 3

Instructors:
Levav, J. (PI)

## MKTG 644: Quantitative Research in Marketing

The goal of this seminar is to familiarize students with the quantitative marketing literature and develop the process of generating research ideas and topics. Sessions will involve a mix of: i) a discussion of papers in a particular area in quantitative marketing; and/or ii) a discussion of students' research ideas with respect to topics.The format will mix student presentations of papers with lectures by the instructor(s). When discussing papers in the literature, the focus will be on the topic and research question and not the methodological approach. When discussing research ideas, students should be able to articulate why their question is interesting, where it fits in the literature and how they would address their question.

Terms: Win
| Units: 3

Instructors:
Sahni, N. (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, operations 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 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: Win
| Units: 3

Instructors:
Nair, H. (PI)

## MKTG 661: Attitudes and Persuasion

The goal of this course - geared toward graduate students in behavioral marketing, psychology, and related disciplines - is to explore the issues and questions that currently engage researchers in the domain of attitudes and persuasion. We will cover classic topics in this domain, but in each case we will emphasize new findings or recent directions. Students who take this course will become familiar with research methods and major issues in attitudes research and will have a better understanding of how individuals form, use, change, and maintain their attitudes. Throughout the course, students will be encouraged to critique existing research and formulate new research ideas.

Terms: Win
| Units: 3

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.

Terms: Aut, Win, Spr, Sum
| Units: 1-15
| Repeatable
for credit

Instructors:
Aaker, J. (PI)
;
Anderson-Macdonald, S. (PI)
;
Gardete, P. (PI)
...
more instructors for MKTG 691 »

Instructors:
Aaker, J. (PI)
;
Anderson-Macdonald, S. (PI)
;
Gardete, P. (PI)
;
Hartmann, W. (PI)
;
Huang, S. (PI)
;
Lattin, J. (PI)
;
Levav, J. (PI)
;
Narayanan, S. (PI)
;
Sahni, N. (PI)
;
Shiv, B. (PI)
;
Simonson, I. (PI)
;
Tormala, Z. (PI)
;
Tully, S. (PI)
;
Wheeler, S. (PI)

## 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.

Terms: Aut, Win, Spr, Sum
| Units: 1-15
| Repeatable
for credit

Instructors:
Aaker, J. (PI)
;
Anderson-Macdonald, S. (PI)
;
Gardete, P. (PI)
...
more instructors for MKTG 692 »

Instructors:
Aaker, J. (PI)
;
Anderson-Macdonald, S. (PI)
;
Gardete, P. (PI)
;
Hartmann, W. (PI)
;
Huang, S. (PI)
;
Lattin, J. (PI)
;
Levav, J. (PI)
;
Narayanan, S. (PI)
;
Sahni, N. (PI)
;
Shiv, B. (PI)
;
Simonson, I. (PI)
;
Tormala, Z. (PI)
;
Tully, S. (PI)
;
Wheeler, S. (PI)

## MKTG 698: Doctoral Practicum in Teaching

Doctoral Practicum in Teaching

Terms: Aut, Win, Spr, Sum
| Units: 1
| Repeatable
25 times
(up to 50 units total)

Instructors:
Aaker, J. (PI)
;
Anderson-Macdonald, S. (PI)
;
Gardete, P. (PI)
...
more instructors for MKTG 698 »

Instructors:
Aaker, J. (PI)
;
Anderson-Macdonald, S. (PI)
;
Gardete, P. (PI)
;
Hartmann, W. (PI)
;
Huang, S. (PI)
;
Lattin, J. (PI)
;
Levav, J. (PI)
;
Narayanan, S. (PI)
;
Sahni, N. (PI)
;
Shiv, B. (PI)
;
Simonson, I. (PI)
;
Tormala, Z. (PI)
;
Tully, S. (PI)
;
Wheeler, S. (PI)