Classes in Marketing

Classes in Marketing

Marketing faculty Steven Posavac, Jennifer Escalas, and Steve Hoeffler.

Marketing faculty Steven Posavac, Jennifer Escalas, and Steve Hoeffler.

Principles of Marketing

Success in business is driven by providing goods and services that consumers need and want. This course covers how to achieve such success through analyses of companies, customers, and competitors, and making the right decisions regarding what products to offer, and how to price, promote, and distribute them. Course content spans a wide variety of settings including consumer goods, hi-tech, and service firms, and puts a particular emphasis on digital marketing opportunities and the evolving role of social media.

Health Care Marketing

The course will examine marketing in the industry in three key aspects: 1) how purchasing decisions are made in health care; 2) how those decisions can be influenced through use of marketing technologies and; 3) how to design, budget for and execute marketing plans that meet strategic objectives. The course will develop competencies in recognizing marketing problems in business strategy, in asking the correct questions to understand marketing problems, in formulating effective value propositions for end-users and channel controllers and designing efficient solutions to solving those marketing problems. 

Marketing Management

This course is designed to introduce students to basic marketing principles and concepts. Marketing is the business function that manages customer value. Successful organizations integrate the objectives and resources of the organization with the needs and opportunities in the marketplace to create customer value and (thereby) create value for the firm. Effective implementation of marketing concepts requires knowledge of key relationships between internal (company) and external (competitors and customers) environments and how they are influenced by the marketing mix (product management, pricing, distribution channels and promotion strategy). 

Advertising and Social Media

This course covers the overall communications strategy with prime emphasis on the role of advertising and theories of how advertising works. Typical topics covered include targeting, creative strategy, media strategy, including an emphasis on social media, budgeting, setting communications objectives, and advertising agency management.

Consumer Insights for Marketing Decision Making

This course is designed to provide an overview of qualitative marketing research and its use in making effective marketing decisions. Because MBA students are not typically training for careers in market research, the course emphasizes two things that are very relevant for a marketing manager: 1) how to evaluate the design of research studies to assess whether the results are valid and meaningful, and 2) how to analyze and interpret market research data for marketing decision making.

Consumer Analysis

At its basic premise, marketing is an attempt to influence consumers toward a purchasing act (and oftentimes a non-act). This course seeks to provide insights into consumer pedagogies (e.g., psychology, sociology, social psychology) used in developing effective marketing strategies. In addition to learning how a deeper appreciation of consumer behavior, analysis can inform the design of effective marketing, students will also gain a better understanding of yourself as a participant in marketing influence. Assignments include readings, cases, written case reports, and group projects.

Quantitative Analysis for Marketing Decision Making

This course is designed to provide an overview of survey research and its use in making effective marketing decisions. The course emphasizes the analysis and interpretation of market research data for marketing decision making, and the design of research studies so that the results are both meaningful and valid. The course applies statistical techniques such as t-tests, ANOVA, regression, and correlation to case studies. Additionally, we will discuss data reduction (e.g., factor analysis), scale reliability (e.g., Cronbach alpha) and more advanced marketing data analysis techniques, such as conjoint analysis, perceptual mapping, and cluster analysis.  

Selling Strategy: Promotion, Persuasion, & PR

This course equips students with the tools necessary to craft an effective integrated strategy for the promotion of goods and services. Students will learn about the variety of consumer and trade-oriented sales promotions available to marketers and how to design such promotions for maximum sales as well as branding impact. The course will also consider how business success can be facilitated by a strong sales effort. To this end, the course will cover the role of selling in the broader marketing plan, as well as principles of successful selling. Sales promotion and selling are the two main foci of the course, but other integrated marketing communications tools will be covered including public relations, direct marketing, sponsorships, and merchandizing. 

Marketing Analysis

Marketing decisions are primarily the purview of CEOs, CMOs, consultants, and marketing managers, but, increasingly, marketing has permeated throughout companies such that all managers must consider their customers. Marketing decisions are optimal when they are fact based, and marketing models are informed by both data and judgment. Models will be studied, created, and tested for all elements of marketing, including clustering customers into segments, forecasting market sizes, customer relationship management database systems, diffusion rates for new products, advertising budgeting, and pricing models.

Brand Management

A business thrives or withers as a function of the health and success of its brands. This course will give students the tools to develop and execute effective brand strategies with the aim of building and maintaining strong brands that endure over time, and that can withstand competitive threats. Emphasis will be given to category management, and students will learn how to develop and position product lines, when (and when not) to pursue brand extensions, and the principles of creating, preserving, and leveraging brand equity.

Marketing Strategy

This class builds on the strategic groundwork laid in core marketing and offers students an opportunity to apply their marketing strategy skills. Students will compete in an elaborate, multi-period marketing simulation (StratSimMarketing). As in the real market, there will be winners and losers, and students' grades will be based partially on how well they perform against competitors in this simulation. In addition, the course will introduce research on special topics such as competitive conjectures and response, channel management, and multi-firm collaboration. 

Immersion Directed Study 1

This directed study will allow students to focus on developing the specific skills they will need to excel after graduation and develop their resumes. Students may choose to hone their skills within the context of an internship or define the parameters of an independent study that will help differentiate themselves in the job market. Every student will submit a project proposal and progress reports to the instructor throughout the mod, write a paper on their research and findings, and deliver a class presentation.

Advanced Marketing Strategy

This course covers the role of marketing in the firm. Topics include marketing planning and decision making, product life cycles, brand management and service decisions, pricing, channels of distribution, and marketing communication.

internet marketing strategy and analytics

This covers the fundamentals of Internet Marketing, Search Engine Marketing, Email Marketing, Commerce Promotions and Online Merchandising. We will cover topics such as working with interactive agencies, structuring internet business development deals, creating online promotional campaigns, tracking and reporting online marketing initiatives, and budgeting and forecasting for online customer acquisition efforts, among other topics.

pricing strategies

Considers the theory and practice of setting prices. We will bring together economic frameworks and models of consumer behavior to analyze different pricing frameworks and tactics. Pricing examples from various industries and legal aspects of pricing will also be discussed. 

new product development

The new product development process is examined from idea to launch, covering elements such as idea generation and screening to market scoping and testing. As part of the course, students will collaborate in teams to work on a simulated new product development project. Multiple marketing techniques will be applied, including user surveying and interviewing, concept testing, conjoint analysis, market sizing, adoption rate modeling, and others.