Marketing (MKT)

MKT 402. Marketing Management. 3 credits

This course is our introduction to marketing. The viewpoint is that of a manager making marketing decisions in a variety of competitive and institutional settings. Considered are: consumer behavior, marketing research, product design, advertising, salesforce management, pricing and distribution channels.

MKT 412. Marketing Research. 3 credits

This course deals with the collection and use of data to support marketing decisions. The first part of the course teaches the student how to formulate the research problem, design the research and collect the data. Among the data-collection techniques discussed are: questionnaire design; telephone, mail and electronic surveys; and laboratory and field experiments. The second part of the course examines various techniques for analyzing data: cross-classification analysis, factor analysis, multidimensional scaling, conjoint analysis, etc. As part of the course requirements, teams of students design, administer, analyze and report on an actual marketing-research study.

MKT 412R. Marketing Research Using R. 3 credits

This course deals with the collection and use of data to support marketing decisions. The first part of the course teaches the student how to formulate the research problem, design the research and collect the data. Among the data-collection techniques discussed are: questionnaire design; telephone, mail and electronic surveys; and laboratory and field experiments. The second part of the course examines various techniques for analyzing data: cross-classification analysis, factor analysis, multidimensional scaling, conjoint analysis, etc. As part of the course requirements, teams of students design, administer, analyze and report on an actual marketing-research study.

MKT 414. Pricing Policies. 3 credits

Pricing is one of the most important, least understood, and most controversial decisions a manager has to make. These decisions often have significant long-term implications for a firm's bottom line. The purpose of this course is to help future managers make good decisions by preparing them to analyze the environment in which their firm operates and to arrive at an appropriate pricing policy for their product or service. More specifically, the objectives of the course are: 1) to develop an understanding of the relationship between a firm's environment (e.g., cost, demand, competition, and legal aspects) and its optimal pricing strategy, and 2) to develop skills in applying this understanding. There are several components to the course: elasticity of demand and relevant costs, price discrimination and market segmentation, and competitive pricing. Students will learn the fundamentals of economic-value analysis and break-even analysis, and will be made familiar with strategies such as bundling, tie-in sales, quantity discounts, product-line pricing, and demand buildup. The course will cover ways of predicting competitor-pricing responses, and it will discuss a firm's legal environment as it pertains to pricing.

MKT 431. Consumer Behavior. 3 credits

The course studies buyer behavior in consumer and industrial markets. Topics include: culture, social class, consumer involvement, motivation, knowledge, attitudes and group decision making. Besides theory, the course also covers applications to product, advertising and pricing decisions.

MKT 432. New Product Strategy. 3 credits

This course examines the issues involved in the planning and introduction of new brands and the management of existing brands. The approach taken is analytical and consistent with some of the more up-to-date methods used by companies. The course starts by examining the product class in which the firm is considering either repositioning an existing brand or introducing a new brand. We study how consumers choose a brand within the product class. This includes the theory and estimation of the multi-attribute utility model. Leading on from this, we study how to reposition an existing brand and optimally design a new brand or a line of brands. Procedures for lab and market testing of a new brand are reviewed. We proceed by evaluating the current and future sale of the product class through the diffusion model. A discussion is held on the marketing mix policies for brands over the product life cycle. The course concludes with an evaluation of the portfolio of product classes in which the firm ought to compete. A group project involving the development of a marketing strategy for an existing brand with emphasis on its repositioning is required.

MKT 433. Advertising Strategy. 3 credits

This course explores the tools available to marketers for the promotion of products and services. The integrated marketing communications philosophy is stressed, and principles of consumer behavior are discussed as the starting point for the analysis of promotion decisions. Advertising is the main focus of the class, and issues such as the setting of campaign objectives, segmentation and targeting, budgeting, media placement, message strategy, creative development, persuasion and measurement of advertising effectiveness are discussed. More specialized units consider Internet and global/cross-cultural advertising. Sales promotion techniques are also discussed, including consumer promotions (e.g., sampling, coupons, premiums, contests) and trade promotions (e.g., buying allowances, cooperative advertising). Other elements of promotion discussed include public relations, sponsorships and personal selling.

MKT 435. Channels Strategy. 3 credits

This course deals with the issues that arise in designing and managing distribution channels and salesforces. A central theme of the course is that these entities perform both a tactical/operational function as well as a strategic function and that both aspects need to be considered in their design and management. The course looks at a number of design options, ranging from direct distribution through a salesforce to a complex, multi-layered channel consisting of several layers of intermediaries such as wholesalers and retailers. Managing a channel requires an understanding of the competitive and cooperative aspects of manufacturer-distributor relationships. The course evaluates the efficiency of contractual arrangements like exclusive territories, exclusive dealing requirements and resale-price maintenance from the manufacturer's and the distributor's point of view. Finally, an assortment of contemporary issues in channels such as everyday low pricing versus promotional pricing, slotting allowances, the shift in bargaining power from manufacturers to retailers for consumer goods, growth of store-labeled brands, the role of the Internet and new forms of retailing are discussed. In addition, a number of modeling and quantitative techniques are studied that help implement the strategies discussed in the course. On the salesforce front, the course delves into a number of critical issues such as performance measurement, territory decision, quotas and compensation design.

MKT 436. Marketing Analytics. 3 credits

Firms can now gather detailed real-world data on their customers, competitors and marketplace on an unprecedented scale. This volume of information will provide significant competitive advantages to those companies that are able to analyze and leverage these data sets to derive actionable business-building insights. This course will focus on what datasets, both big and small, can and cannot tell us. This analysis, however, requires a different toolset, and a different mindset than traditional survey data analysis. The goal of this course is to introduce students to data-based marketing analytics by demonstrating how to develop and integrate statistical models, segmentation, and marketing models for optimal data-driven decisions. The tools and metrics of three kinds of data analysis will be covered: predictive, explanatory, and casual. Students will be introduced to basic programming through R, a widely used and state of the art statistical analysis software. Students will learn how to prepare their data for analysis, and to then turn these results into actionable insights.

MKT 436R. Marketing Analytics. 3 credits

Firms can now gather detailed real-world data on their customers, competitors and marketplace on an unprecedented scale. This volume of information will provide significant competitive advantages to those companies that are able to analyze and leverage these data sets to derive actionable business-building insights. This course will focus on what datasets, both big and small, can and cannot tell us. This analysis, however, requires a different toolset, and a different mindset than traditional survey data analysis. The tools and metrics of three kinds of data analysis will be covered: predictive, explanatory, and casual. These analyses require the use of modern programming languages due to their flexibility, and their ability to scale to large-scale and complex data sets. The course therefore expands students' knowledge of R, a widely used, multiplatform language. Students can also use 'RStudio', which provides a more user friendly interface to this language.

MKT 437. Digital Marketing. 3 credits

This course examines the major issues involved in marketing on the Internet. Among the topics studied are: new product opportunities on the Internet; the changed role of advertising; the Internet as a two-way communication medium with consumers; targeting individual consumers; word-of-mouth among consumers on the Internet; the Internet as a distribution channel; and marketing research on the Internet.

MKT 438. B2B Pricing. 3 credits

Students will learn the major differences in pricing strategies between selling to consumers (as in MKT414/STR423) and to other firms which then deal with consumers. The course starts by analyzing the pricing problem of a manufacturer selling to a retailer. We examine the issue of double marginalization, and learn how two-part tariffs get us out of this problem. We also examine different forms of contractual relations from vertical acquisitions to regular short-term contracts and potential issues with every form, touching on transfer pricing and outsourcing. In the second part of the course, we analyze a crucial concept of cost pass-through (how much a retailer should decrease the retail price in response to a decrease in the wholesale price) and the effect of manufacturer's advertising on the retailer and on the channel overall. This course is a natural continuation of Pricing for those who are interested in working in an industry where a significant portion of sales is done through independently-owned retailers, whether students are planning on working on the retailer side or on the manufacturer side of this industry.

MKT 439. Advanced Pricing. 3 credits

This course builds on MKT 414/STR 423 to equip students with the necessary skills to make profitable pricing decisions in complex business environments. Topics include: pricing with constrained supply, pricing in the presence of uncertainty about demand, markdown management, advance selling, pricing on the internet, pricing in the presence of direct or indirect network effects, selling through auctions, and behavioral and ethnical aspects of pricing. The course also includes a comprehensive pricing simulation.

MKT 440. Pricing Analytics. 3 credits

The objective of this course is to prepare students for the intuition and tools to make pricing recommendations in a variety of industrial contexts, and to meet the booming demand in pricing and consulting related careers. The course builds around key economic intuitions behind customer- and competition- driven pricing strategies, and focuses on the application of these strategies to a variety of pricing problems using state-of-the-art data analysis toolkit. We primarily study the decisions on price levels, and changes of prices along time, product line, market segments and competitor structure. We also explore synergies between pricing and marketing and new product launch decisions.

MKT 441. Brand Management. 3 credits

This course is the capstone course of the Brand Management Track. Lectures focus on scanner data analysis, and guest speakers discuss timely brand management topics. The main focus is a team project performed for a major consumer packaged goods firm, requiring the analysis of various current data sources, most notably scanner data. The major deliverable is a presentation to the client by each team of their findings. Typically, this amounts to performing a brand review.

MKT 442. Special Topics In Marketing. 3 credits

Special topics are generally those which are not well covered in other courses, or they may deal with marketing in selected industries (e.g., financial services, high-tech marketing, etc.). The specific content of the course varies, depending on faculty interests.

MKT 444. B2B Marketing. 3 credits

This course involves all of the basic marketing functions but it takes on a totally different complexion in that it involves organizations (profit and not profit) that acquire goods and services that are utilized in the production of others goods and services or are used in the overall operation of the organization. Besides the major commercial organizations that make up a sizeable percentage of B2B companies, there are institutional organizations in the mix as well hospitals, colleges, universities and government. B2B marketing involves several distinct characteristics such as: larger, fewer purchases, centralized buying decisions, multiple buying influences, close supplier/customer relationships etc. The overall market tends to be global in nature and technology is a major influence.

MKT 448. Brand Strategy. 3 credits

In this project-based course, students consult with the senior leadership teams of local companies that are in need of a brand strategy. In doing so, students address the following questions: What is the firm's desired brand strategy? How does the firm currently see its brand? How does the marketplace perceive the firm? (Internal and external perceptions rarely match.) What can the firm do organizationally (hiring, structure, incentives, etc.) to move toward providing the desired brand? What can the firm do using marketing activities, including product and service experiences, to move consumer perceptions toward this desired positioning?.

MKT 449. Global Marketing Strategy. 3 credits

This course will develop the concepts of marketing strategy in the context of the resource-based view of the firm and the market focus view of the firm. Marketing strategy formulation and implementation will be related to strategies at the corporate and business unit level as well as other functional areas of the organization. The analytical tools and concepts for strategic analysis will be developed from basic economic principles. Core MBA subject matter will be integrated in the course as a part of the analysis and construction of a marketing strategy. The course examines the importance of bilateral information flows between the firm and the marketplace in defining new product requirements, changing competitive conditions, product advertising, and strategic commitment. The definition of new core capabilities and the use of existing unique resources in creating competitive advantage will be explored. Special emphasis will be given to the impact of globalization and technology on the formulation and implementation of marketing strategy.

MKT 451. Advanced Marketing Analytics. 3 credits

This course is designed to give students the knowledge, vocabulary, and confidence to implement customized data analysis, using flexible and adaptable approaches. The course will cover the use of state-of-the-art computational data analysis techniques that are now possible with the widespread adoption of modern computing, including maximum likelihood estimation, and fitting models with custom metrics, optimization, bootstrapping, time series data, binary data, and discrete choice data. Expanding on the topics covered in MKT 436, the course will explore questions such as: How do you customize your analysis approach to new problems? When should you or should you not use regression? How do you integrate the next big thing in data analysis? The course will also discuss potential computational bottlenecks, and the techniques, software, and hardware to avoid them. Students' basic R programming skills will be expanded. All instruction is 'hands on' and students should expect to be proficient in R by the end of the course. This course has been designed for students who have completed an introductory statistics course and who have also either taken MKT 436 or have a basic working knowledge of R.

MKT 465. Marketing Projects. 3 credits

This course serves as a practical capstone experience for the MS Marketing Analytics program. Partnering with corporate sponsors, student teams put their training to use in database projects which address practical marketing issues. Corporate guest speakers and practicing analysts guide students in their project work. Strong emphasis is placed on the 'context' for applied analytics: the competitive market environment of the firm, customer attributes and sensitivities, marketing program recommendations and optimum business decision-making.

MKT 465A. Marketing Projects I. 0 credits

This course serves as a practical capstone experience for the MS Marketing Analytics program. Partnering with corporate sponsors, student teams put their training to use in database projects which address practical marketing issues. Corporate guest speakers and practicing analysts guide students in their project work. Strong emphasis is placed on the 'context' for applied analytics: the competitive market environment of the firm, customer attributes and sensitivities, marketing program recommendations and optimum business decision-making.

MKT 465B. Marketing Projects II. 3 credits

This course serves as a practical capstone experience for the MS Marketing Analytics program. Partnering with corporate sponsors, student teams put their training to use in database projects which address practical marketing issues. Corporate guest speakers and practicing analysts guide students in their project work. Strong emphasis is placed on the 'context' for applied analytics: the competitive market environment of the firm, customer attributes and sensitivities, marketing program recommendations and optimum business decision-making.

MKT 501. Workshop In Mktg. 3 credits

This workshop provides a forum for the presentation of ongoing and completed research by students, faculty and visiting scholars. PhD students are expected to participate actively.

MKT 511. Advanced Topics In Marketing I. 3 credits

This course is the first leg of a three-part sequence that prepares PhD students for research in marketing. The presentation of topics between the three parts may vary from year to year. The aim is to survey the literature, assess progress and identify opportunities for future research.

MKT 512. Advanced Topics In Marketing II. 3 credits

In this second part of a three-part sequence that prepares PhD students for research in marketing, topics are discussed in a format similar to MKT 511.

MKT 513. Advanced Topics In Marketing III. 3 credits

In this third part of a three-part sequence that prepares PhD students for research in marketing, topics are discussed in a format similar to MKT 511 and MKT 512.