Marketing at the Smith School

1. Marketing at the Smith School Smith is one of 13 business schools receiving “…high marks from graduates for exceptional marketing coursework as part of an M.B.A….” BusinessWeek Online’s MBA Insider

2. Our Marketing Program offers you… • The highest quality, most up-to-date marketing education • A focus on industries with career growth opportunities • Service • High technology • Training in analyzing and using data to make managerial decisions

3. Your Job Prospects as a Marketing MBA

4. Service/Technology Companies AOL Bank of America MBNA Choice Hotels T. Rowe Price Motley Fool Manufacturing companies Black & Decker PepsiCo Phillips General Electric Where might you be placed? Examples from 2004

5. Service firms Manager Product manager Marketing manager Manager of partner services Marketing research product manager Analyst Marketing analyst Key account analyst Senior inventory management analysis Director of enterprisesales Manufacturing firms Sales representative Manager Assistant brand manager Account manager Assistant product manager Purchasing manager, supply chain Marketing retention manager Analysis Key account analyst What are some possible entry-level jobs? 2004 Placement

6. Your Program of Study: Marketing Concentration

7. Start with the Basics… Marketing Strategy (BUMK 757) Marketing Research (BUMK 701) OR + AND Customer Analysis (BUMK 754) Marketing Analysis (BUMK 706)

8. Marketing Research Types of research The research process How to design a survey and collect data How to analyze data How to use results in making managerial decisions “Hands on” experience collecting survey data Marketing Analysis Application of analytical tools in managerial decision-making Specific applications: Market segmentation Sales forecasting Managing the sales force How to price products New product design Sales force management Marketing Research vs. Marketing Analysis Srivastava Moe Ashley

9. Marketing Strategy: How to compete in the market • Develop and apply a strategic marketing plan (growth, segmentation, brand, positioning) • Analyze markets • Assessing competitive advantage • Market forecasting • Financial implications of marketing decisions • Learn how strategy relates to tactics • Make strategic decisions using MARKSTRAT simulation Biehal

10. Customer Analysis – How customers make decisions • Study customer decision-making process • Learn how to • Influence customer buying decisions • Differentiate and position your brand • Conduct interview-based customer research • Make decisions based on decision-making model and customer research results Hamilton

11. Then specialize… • Service Marketing OR • Consumer Product Marketing OR • Marketing of High Technology Products

12. Service Marketing – Managing the customer experience • What is service marketing? • Why it’s important • What makes it unique -- the 7Ps • The role of technology • CRM systems and Customer Lifetime Value • Monitoring quality • The importance of service quality and customer satisfaction • How to segment by customer loyalty and profitability • Service management tools • Yield management • Service process design • “House of Quality” • Service research techniques • Satisfaction and quality surveys • “Voice of the Customer” Wagner

13. Consumer Product Marketing -- Managing brands and communicating with customers • Sales promotion • Advertising • Public relations and sponsorships • Brand management • Product line management • Brand management simulation Whitney

14. Marketing High Tech Products – Crossing the chasm • Marketing strategy for technology vs. non-technology products • Continuous vs. discontinuous innovation • Managing diffusion of high technology products • Competition in the technology arena • Intellectual property Frels

15. Other electives… • Customer relationship management • E-Service • Service project • Business-to-business marketing • New product marketing • International marketing

16. E-Service: providing service via the Internet • How to leverage the Internet to improve service • Customer-technology interface • Managing relationships with customers online • Applying e-service in government and education Rust

17. Customer Relationship Management – Customer loyalty and profitability • How does CRM work? • Customer equity • What it is • How to calculate • Customer databases • Marketing channels • Customer lifetime value Kannan

18. Business-to-Business Marketing – Focus on enterprise customers • What makes enterprise customers unique • Channel structure • Market entry strategy • Segmentation decisions • Managing key accounts • Relationship marketing • Relationship strategy • Investment economics • Technology in the supply chain • Reverse auctions • e-Markets Krapfel

19. New Product Marketing – Innovating to drive profit • New product strategy • Identifying opportunities • Timing new product introduction • Tools • Concept testing • Conjoint analysis • How to launch a new product • Test marketing • High technology products Jain

20. International Marketing – Should strategy be global or local? • The global economic and political environment – country focus • Cultural challenges in international markets • Strategic analysis of global markets • Market entry alternatives • Global branding and advertising Skuba

21. Your program of study… • Build a core of marketing courses • Marketing Research or Marketing Analysis • Customer Analysis • Marketing Strategy • Choose an area of specialization • Service Marketing • Consumer Product Marketing • Marketing High Technology Products • Enhance your program with marketing electives

22. Questions? Janet Wagner Associate Chair of Marketing jwagner@rhsmith.umd.edu 301-405-2126