Marketing

1. Marketing MBA Electives 2010-2011

2. The BIG Picture Consumer Behavior (613), Marketing Research (618), Marketing Engineering (630) execute Strategic Marketing Planning (601) product Strategic Brand Management (603) service STP Innovation & New Products (625) Co-Creation of Value (624) Leveraging Design (627) price segment marketing objective business objective source of volume evaluate target Pricing Strategy & Tactics (608) place position Customer Asset Management (605) Supply Chain Management (640) promotion Advertising Management (611) Advanced Advertising (621) Sales Management (610) Social Marketing (614), International Marketing (623), Sensory Marketing (617), Services Marketing (623)

3. Fall 2010 M601 Strategic Marketing Planning Gene Anderson (1 section, 3 credits) M603-B Strategic Brand Management Rajeev Batra (3 sections, 2.25 credits) M608 Pricing Strategy and Tactics Aradhna Krishna (2 section, 3 credits) M611 Advertising Management Katherine Burson (1 sections, 3 credits) M618 Marketing Research Anocha Aribarg (2 sections, 3 credits) M627-A Leveraging Industrial Design for Marketing Advantage Terry Duncan (1 section, 1.5 credits) M640 Supply Chain Mgmt. Ravi Anupindi (1 section, 3 credits) MBA Marketing Electives F2010-W2011 Winter 2011 • M601 Strategic Marketing Planning Puneet Manchanda (3 sections, 3 credits) • M605-B Customer Asset Management Claes Fornell (1 section, 1.5 credits) • M610 Strategic Sales Management Follett Carter (1 section, 3 credits) • M613-A Consumer Behavior Carolyn Yoon (2 sections, 1.5 credits) • M614-B Social Marketing Christie Nordhielm (1 section, 1.5 credits) • M615 International Marketing Mgmt. John Branch (1 section, 3 credits) • M617-A Sensory Marketing Aradhna Krishna (1 sections, 1.5 credits) • M621-A Applied Advertising Tim O’Day (1 sections, 1.5 credits) • M623-A Service Marketing Management John Branch (1 sections, 1.5 credits) • M624 Co-Creation of Value Venkat Ramaswamy (1 sections, 3 credits) • M625 Innovation in New Products/Services S. Sriram (1 sections, 3 credits) • M630-B Models for Marketing Decisions: Marketing Engineering Fred Feinberg (3 sections, 2.25 credits)

4. Fall 2010 M601 Strategic Marketing Planning Gene Anderson (1 section, 3 credits) Topics Formulation and implementation of successful marketing strategy Concepts, tools, and skills required to meet strategic marketing challenges faced by a firm over time Identifying and selecting market opportunities Customer focused innovation Launching new innovations Entering established markets Competing in established markets Attracting and retaining customers Building and maintaining brands Succeeding in emerging markets Entering adjacent markets Interfacing with R&D, finance, IT, HR, & operations StratSim – a fast-paced and exciting simulation of market-based competition Develops and tests strategic marketing decision-making skills Integrates strategic marketing concepts and tools Ties together concepts and skills from Marketing, R&D, Operations, Finance, and HR MBA Marketing Electives F2010-W2011 Career Relevance • Brand management (CPG, industrial, and services) • Consulting • Entrepreneurship • Investment banking and venture capital • General management

5. Fall 2010 M603-B Strategic Brand Management Rajeev Batra (3 sections, 2.25 credits) Topics: Payoff from building strong brands Conditions when brands matter most How to build strong brands: framework and roadmap Strategies and tactics to build each component of brand equity: awareness, identity, quality and leadership reputation, brand associations, loyalty Leveraging brand strength via brand extensions Brand architecture and portfolios Brand valuation for acquisition plus MBA Marketing Electives F2010-W2011 Career Relevance • Brand management (CPG, industrial, and services) • Advertising • E-marketing • Consulting

6. Fall 2010 M608 Pricing Strategy and Tactics Aradhna Krishna (2 sections, 3 credits) Topics: Capturing some of the value created by the product, promotion, and distribution Qualitative techniques to help determine price Quantitative techniques to help determine price Development of pricing strategy MBA Marketing Electives F2010-W2011 Career relevance • Marketing managers • Channel managers: CPG and industrial • Consultants • Finance and accounting managers • Entrepreneurs

7. Fall 2010 M611 Advertising Management Katherine Burson (1 sections, 3 credits) Topics: Marketing communications framework Selecting target consumers Setting communications objectives Evaluating creative alternatives Advertising testing Media planning: traditional and non-traditional, including digital media Advertising research Brand manager - advertising relationships MBA Marketing Electives F2010-W2011 Career Relevance • Brand management (CPG, industrial, services) • Advertising agencies: account executives, media planners, researchers • Digital marketing managers • General manager of companies utilizing advertising

8. Fall 2010 M618 Marketing Research Anocha Aribarg (2 sections, 3 credits) Topics: Introduction to the marketing research process Value of marketing information Role of marketing research Marketing problem identification Study design Sampling Questionnaire design Marketing experiments/test markets Marketing research data analysis Introduction to discrete choice models and conjoint analysis Measuring customer life time value MBA Marketing Electives F2010-W2011 Career Relevance • Brand management (CPG, industrial, services) • Advertising agencies • Non-profit marketers and general managers • Consulting • Investment Banking • Entrepreneurship

9. Fall 2010 M627-A Leveraging Industrial Design for Marketing Advantage Terry Duncan (1 section, 1.5 credits) Topics: Meaning of design in product design Design and product choice Meaning of design in products MBA Marketing Electives F2010-W2011 Career Relevance • Brand managers in “style” industries • Retail merchandising managers • Advertising

10. Fall 2010 M640/OMS620 Supply Chain Mgmt. Ravi Anupindi (1 section, 3 credits) MBA Marketing Electives F2010-W2011 Career Relevance • Channel management • CPG trade management • Purchasing management

11. Career Relevance Brand management (CPG, industrial, and services) Consulting Entrepreneurship General management MBA Marketing Electives F2010-W2011 Winter 2011 • M601 Strategic Marketing Planning Puneet Manchanda (3 sections, 3 credits) • Topics • Focus on development of sustainable marketing strategy keeping in mind the dynamics of product markets. • Use of the over-arching framework of the Product Life Cycle (PLC). • End of class, students should be able to develop marketing strategy from a “stages of PLC” perspective (cover models/frameworks such as Technology Adoption Life Cycle, BASES, Mass Customization, Hypercompetition and CRM) • Another objective of the course is to familiarize students with cutting-edge trends and developments in the world of marketing and strategy e.g, Social Media, Network Models. • Uses an exciting and dynamic marketing simulation where teams compete with each other in parallel to class material. • The course is weighted away somewhat from packaged goods – there is a heavier focus on technology, services (telecommunication, gaming), pharmaceuticals and B-to-B markets.

12. Career Relevance Brand Management Marketing Research Consulting MBA Marketing Electives F2010-W2011 Winter 2011 • M605-B Customer Asset Management Claes Fornell (1 section, 1.5 credits) • Topics: • Customers as assets • Customer satisfaction measurement • Causes of customer satisfaction • Profitability and stock market implications

13. Career Relevance Senior marketing executives Sales management executives Entrepreneurs Senior consultants General managers MBA Marketing Electives F2010-W2011 Winter 2011 • M610 Strategic Sales Management Follett Carter (1 section, 3 credits) • Topics: • Selling as a profession in the business to business world • Sales call structure • Training on a sales program • Interpersonal sales skills training • Sales management goals and productivity • Sales force organization • Sales personnel recruiting and training • Compensation and motivation • Sales process • Automation tools for sales: SFA and CRM • In-field sales management assignment

14. Career Relevance Brand management (CPG) Business Development Innovation Practice Consumer Insights & Market Knowledge Consulting MBA Marketing Electives F2010-W2011 Winter 2011 • M613-A Consumer Behavior Carolyn Yoon (2 sections, 1.5 credits) • Topics: • Qualitative research methods • Needs and values • Memory and information processing • Attitudes • Consumer decision making • Social and cultural influences

15. Career Relevance Not for profit marketing Brand and product managers interested in CSR Public health marketing Advertising / Public relations Marketing consulting MBA Marketing Electives F2010-W2011 Winter 2011 • M614-B Social Marketing Christie Nordhielm (1 section, 1.5 credits) • Topics: • Definition of social marketing • Objective setting • Corporate social responsibility • Not for profit marketing • NGO marketing • Developing a detailed social marketing campaign

16. Career Relevance Marketing managers in global companies General managers in global companies Consultants MBA Marketing Electives F2010-W2011 Winter 2011 • M615 International Marketing Mgmt. John Branch (1 section, 3 credits) • Topics: • internationalization candidate market selection; • international marketing research; • international marketing strategies; • internationalization modes; • international segmentation, targeting, and positioning; • the international marketing mix; and • and international marketing implementation and control

17. Career Relevance Managers of products with potential sensory aspects Managers interested in how the senses work MBA Marketing Electives F2010-W2011 Winter 2011 • M617-A Sensory Marketing Aradhna Krishna (1 sections, 1.5 credits) • Topics: • Sensory aspects of products: touch, taste, smell, sound, and look • How sensory aspects affect our emotions, memories, perceptions, preferences, choices, and consumption of products • Experimental demonstration of sensory aspects

18. Career Relevance Brand managers (CPG, industrial, services) Advertising managers Advertising agency managers Consultants General management of companies that advertise MBA Marketing Electives F2010-W2011 Winter 2011 • M621-A Applied Advertising Tim O’Day (1 sections, 1.5 credits) • Topics: • Development, identification, and leveraging advertising ideas • Creative insights: where to find them • Important advanced trends in media: traditional and non-traditional • Effective creative strategy • Picking winning campaigns: how to analyze them • How to develop and deliver an effective advertising recommendation to a client

19. Career Relevance Marketing managers in service organizations Consultants to service organizations General managers in businesses where service is a major component of the offering MBA Marketing Electives F2010-W2011 Winter 2011 • M623-A Service Marketing Management John Branch (1 sections, 1.5 credits) • Topics: • The Service Economy • Understanding Services • Service Consumption • Service Promotion and Pricing • The Service Environment • Service Capacity and Demand Management • Service Operations • Service Quality and Managing Dissatisfaction • Service Human Resources Management • The Future of Services

20. Career Relevance New product development managers Brand managers (CPG, industrial, services) MBA Marketing Electives F2010-W2011 Winter 2011 • M624 Co-Creation of Value Venkat Ramaswamy (1 sections, 3 credits) • Topics: • Customers as product/service co-creators • Processes of co-creation • Tools for co-creation • Outcomes of effective co-creation

21. Career Relevance Brand manager: CPG, industrial, and services Innovation managers Consultants Entrepreneurs MBA Marketing Electives F2010-W2011 Winter 2011 • M625 New Product Innovation Management S. Sriram (1 sections, 3 credits) • Topics: • Creativity tools for idea generation for new products • Concept development and testing • Sales forecasting techniques for new products • Test marketing /prediction markets • Organizing for innovation • Stages/gates system for new product development and commercialization

22. Career Relevance Brand managers in sophisticated companies (CPG, industrial, and services) Marketing researchers New product planners High-Level Consultants Data managers where analytics matter MBA Marketing Electives F2010-W2011 Winter 2011 • M630-B Models for Marketing Decisions: Marketing Engineering Fred Feinberg (3 sections, 2.25 credits) • Topics: • Segmentation and targeting clustering and discriminant analysis • IRI panel data collection • Secondary and external data • Positioning maps, perceptual maps and MDS • Scanner data and IRI data analysis • Forecasting (Bass Model) • Latent class analysis • Discrete choice models, conjoint analysis • Other advances topics for sophisticated marketing analysis • Link analytics to marketing options and actions taking costs and return into account

23. Marketing MBA Electives 2010-2011