MARKETING
22:630:601 Advertising and Promotion (3)
Examines the advertising process with particular emphasis on the advertising agency and its clients. Reviews other forms of commercial communication such as public relations, sales promotion, and personal selling. Subjects covered: advertising and promotion planning and management, methods for setting promotional budgets, copy evaluation, media selection and planning, measurement of promotional effectiveness, and models of the communication process.
Prerequisite: Marketing Management (22:630:550 (FT) / 22:630:586 (PT))
22:630:604 Marketing Research (3)
Provides insight into the nature and assumptions of marketing research conducted by corporations and commercial research companies. Provides practical experience in planning and implementing marketing research. Covers the sale of marketing research in business management; survey research and questionnaire design; scientific marketing research design and planning; data collection, application of statistical analysis such as multidimensional scaling, cluster analysis, and conjoint analysis; report writing and communication of research results; and types of research purchase behavior.
Prerequisite: Marketing Management (22:630:550 (FT) / 22:630:586 (PT))
22:630:606 Business-to-Business Marketing (3)
Introduces business-to-business marketing from the perspective of both the seller and the buyer. Covers marketing strategy and product/ market planning systems; selling and management of the sales force; marketing research and competitive intelligence; pricing and promotion; management of auxiliary services; and industrial buying behavior.
Prerequisite: Marketing Management (22:630:550 (FT) / 22:630:586 (PT))
22:630:608 Sales Management (3)
Provides the conceptual basis for addressing strategic and tactical problems of sales force management; develops ability to apply these concepts to actual situations. Topics include sales program formulation; sales force deployment and organization; field sales management; and the recruitment, selection, and training of the sales force.
Prerequisite: Marketing Management (22:630:550 (FT) / 22:630:586 (PT))
22:630:609 Marketing Strategy (3)
Provides tools and methods essential to analyzing market based threats and opportunities, and developing, implementing, and evaluating alternative marketing strategies. Special emphasis is given to the role of marketing activities in the business enterprise and their utilization to achieve a sustainable competitive advantage.
Prerequisite: Marketing Management (22:630:550 (FT) / 22:630:586 (PT))
22:630:610 Consumer Behavior (3)
Understanding the behavior of consumers and the factors that influence their behavior. Topics covered: consumer decision models, psychological processes, and social and environmental forces that shape consumer behavior. Explores historical development of consumer behavior and current societal issues. Texts, readings, and case study.
Prerequisite: Marketing Management (22:630:550 (FT) / 22:630:586 (PT))
22:630:613 Brand Management (3)
Today more and more corporations are realizing that some of their most valuable assets are their brands. This course explores the role of the brand management function in building strong brands, measuring their equity or value, and in maintaining the strength of the brand over time. The primary objectives of this course are: to increase understanding of the important issues in planning and evaluating brand strategies and to provide the appropriate theories, models, and other tools to make better branding decisions. An additional area of emphasis will be brand management's interaction with other functional disciplines within the corporate structure, including customer marketing and field sales. Classes will be a combination of lectures, cases, class discussion, and guest speakers.
Prerequisite: Marketing Management (22:630:550 (FT) / 22:630:586 (PT))
22:630:615 Digital Marketing (3)
Provides an introduction to Digital Marketing, a rapidly growing and evolving area of new media. This course examines the role of digital marketing and many of the areas this terminology has grown to encompass.
A practical approach is adopted in this course. In addition to learning fundamental constructs and principles of the digital experience, students will focus on learning tools and skills necessary for solving business problems and exploiting business opportunities. Guest Speakers and in-class exercises will be utilized to provide insights and relevancy to this swiftly expanding area of marketing.
Subjects include: eCommerce, Lead Generation, Retargeting; Web Sites, Media Planning, Branding; On-Line Advertising, Advertising Tools, Display Advertising; Digital Campaigns; Search Engine Marketing; Social Media Marketing; Mobile Media.
Prerequisite: Marketing Management (22:630:550 (FT) / 22:630:586 (PT))
22:630:618 Pharmaceutical Product Management (3)
Focuses on marketing issues in the pharmaceutical industry. Areas explored in the course include market analysis, market planning, new product launches, and commercialization of pharmaceutical products. Marketing of a prescription drug is examined including managing the transition from Rx to OTC switch. Marketing of both patent-protected and generic drugs and management of generic competition is studied. The interface between R & D, marketing and sales, product and brand management, pricing, distribution and retailing, and promotional issues within the pharmaceutical industry are covered. Relationship of product management with other functions is examined. Regulatory issues including labeling and advertising claims are studied. The impact of the health care environment wherein marketing takes place is also covered.
Please note that you may not take this course and Product Innovation (22:630:602).
Prerequisite: All MBA core courses
22:630:619 Managing the Pharmaceutical Sales Organization (3)
Provides an overview of the role of the sales function within the pharmaceutical industry. Covers the sales detailing process, selection, recruitment, and training of pharmaceutical sales representatives. Sales management issues including building and structuring the sales force; sales territory allocation; determining sales targets and quotas; forming and deploying special sales forces; compensation, motivation, supervision, and evaluation of sales force are covered. Role of contract sales organizations, PBMs, managed care organizations, governments (including government regulation), and major account management is also discussed. Critical issues like data-based selling and its impact on physician segmentation, selling to primary care physicians versus specialists, and competitive intelligence are examined. The role of technology, legal issues, and eCommerce in shaping the sales function is studied, and the supporting needs of the sales force are examined. The class also includes field sales call sessions.
Prerequisite: All MBA core courses
22:630:632 Social Media Marketing (3)
Today, consumers spend several hours each day using social media, mostly on our mobile devices. This course focuses on current social media trends and marketing strategies, both for consumer and business audiences. It will explore the social media industry and how organizations incorporate social media into their business strategy. The course will also provide best practices for students to present their personal brand on social media.
22:630:655 Customer Relationship Management (3)
Customer Relationship Management (CRM) offers significant opportunities for organizations to successfully implement strategies, practices, and technologies aimed at winning, managing, and retaining customers profitably and, as a result, strengthening the organization’s competitive position. This course is designed to introduce students to both CRM fundamentals and the utilization of technology in managing customers. Through lectures, scholarly articles, case readings, and class discussions, students will gain an understanding of the key factors that impact CRM success.
22:630:677 Advanced Marketing Analytics (3)
Today’s managers typically have access to large quantities of data. Careful analyses of such data lead to an improved understanding of the marketplace and, in turn, improve the quality of marketing decisions. This course will cover statistical models and techniques that can be effectively used by managers on marketing datasets. This course emphasizes data situations that students are likely to face in marketing and consulting jobs. The main topics covered in this course are customer value measurement, segmentation & targeting analysis, positioning analysis, new product design decisions, and new product forecasting models. This course integrates marketing concepts with practice and emphasizes learning by doing. It provides software tools to help you apply marketing concepts to real decision situations. Students will learn to use several statistics software packages such as MEXL, SPSS, and Number Analytics. The 60% of the course consists of hands-on data analysis; students will work on datasets that are provided by the book-cases and also the ones provided by the instructor.
22:630:679 Customer Journey Analytics (3)
This course introduces the concept of Customer Journey in the Digital world which spans digital channels (web, mobile, app) and non-digital touchpoints (1:1, call center etc.). Customer Journey Analytics is the process of tracking and analyzing the way customers use combinations of channels to interact with an organization. The focus of the course is on digital analytics through practical applications, with an end goal of deriving actionable insights that will impact the organization’s acquisition, experience and retention strategies. It provides a broad overview of key digital analytics strategies, concepts, issues, challenges and tools.
22:630:685 Special Topic: AI Applications in Marketing (3)
This course will introduce you to the industry application of the most common machine learning and artificial intelligence techniques in marketing using industrialized statistical software. By the end of this course, you would learn how to optimize marketing spend, measure customer attitudes towards a product using unsupervised learning, and predict customer purchase behavior with supervised learning. You will also learn how to choose the right method for the most frequent business problems and will obtain hands-on experience in solving these problems.
22:630:684 Market Access and Reimbursements for Drugs (3)
Decisions we make about our health are critically important, and yet as patients and consumers, we are often ill informed. A variety of well-meaning third parties – providers, payers, pharmacists, and politicians (among others) – influence our access to drugs and the price we pay for them. This course will explore the complex variety of transactions that takes place between the development and manufacturing of a pharmaceutical product and financial mechanisms that influence the payer, provider, and the patient.
22:630:696 The Branding of Fashion (3)
The most sought after fashion houses are those firms who are most aware of, and proactive with, their brand strategies. The purpose of this course is to develop an understanding of the roles, activities and responsibilities of the fashion brand manager- the person on the front lines of implementation of brand strategy. In some cases, this is a person who works in an organization as an employee who has been tasked with stewardship over an existing, and perhaps legacy, brand. In other cases, this is an entrepreneurial designer who is seeking to establish and build their own personal fashion brand. During the term, you will develop your analytical skills in making fashion branding decisions and your oral and written skills for communicating them. The classes will consist of case discussions, lectures and presentations.
22:630:697 Digital Marketing for Fashion and Beauty Industries (3)
This course provides an introduction to Digital Marketing, the most rapidly growing medium in history. We will examine the role of digital marketing and ways in which organizations derive benefits from their digital presence. The course will familiarize students with the business aspects of web site design, analytics, digital content, and online customer acquisition. Students will explore a range of digital marketing formats and platforms including: content marketing, online display advertising, digital video, search engines, social media, mobile, multi-channel integration, and more.
A practical approach is adopted in this course. In addition to learning basic principles of digital marketing, students will focus on developing the skills to solve real-world business problems and exploit digital business opportunities. Early in the course, students will be assigned to a digital publisher that they will follow throughout the semester.