Course Description
MARKETING (MKTG)
Professors: Dale D. Achabal (Co-chair), Albert V. Bruno, Kirthi Kalyanam, Shelby H. McIntyre (Co-chair), Edward F. McQuarrie
Associate Professor: J. Michael Munson
Assistant Professors: Xiaojing Dong, Desmond Lo, Kumar R. Sarangee, Ravi Shanmugam, Savannah Wei Shi
William T. Cleary Professor: Albert V. Bruno
L.J. Skaggs Distinguished Professor: Dale D. Achabal
Professors of Practice: Stephen Corio, Juan Montermoso
Note: The following course is required of all MBA students. Please see Waiver Rules in the MBA Curriculum pages.
MKTG 551. Marketing Analysis and Decisions
Studies the role of marketing in modern organizations. Introduces key concepts, such as segmentation and creation of customer value. Surveys frameworks for competitive and market analysis. Presents tools to help managers make decisions in a range of tactical areas, including product development and positioning, competitive pricing, managing distribution channels, and promotion and communication. Features lectures supplemented by discussion of selected cases. Prerequisite: ECON 401. (3 units)
Note: The following course is required of all MBA students and is a prerequisite for all marketing elective courses:
MKTG 553. Competitive Marketing Strategy
Offers strategy development through intensive analysis of a diverse selection of cases from consumer, industrial, and technological markets, including both product and service businesses. Teaches the application of tools, frameworks, and concepts developed in MKTG 551 to the strategy development process. Requires building a marketing plan. Prerequisite: MKTG 551. (3 units)
Note: The following courses are offered as electives and/or as part of a concentration:
MKTG 562. Services Marketing
Examines marketing issues of particular importance to the service sector of the United States and abroad, including distinctive features of services, segmentation and positioning, demand management, consumer relationships and satisfaction, quality and productivity, and pricing and communication approaches to services. Features cases and examples from communications, financial services, travel and hospitality, health care, business and technical services, and others. Prerequisite: MKTG 553. (3 units)
MKTG 564. International Marketing
Focuses on systematic treatment of marketing on a global scale. Includes topics on the analysis of global market environments, targeting and entry strategies for global markets, sourcing and global production strategy, the global marketing mix, and managing the global marketing effort. The perspective of the course is managerial. Prepares the student to lead an organization to seize global opportunities successfully, as well as meet global threats in domestic markets. Prerequisite: MKTG 553. (3 units)
MKTG 566. Small Business Entrepreneurship
Evaluates venture ideas and the conversion of these ideas into viable ventures. Includes discussion of cases, lectures, and presentations by guest lecturers who have played a role in starting new enterprises (e.g., bankers, attorneys, and entrepreneurs). Develops a five-year business plan for a new enterprise. Knowledge of accounting/ finance must be sufficient to build viable financial statements. Prerequisite: MKTG 553. (3 units)
MKTG 568. Innovative Approaches to Marketing Research
Focus on new methodologies being applied to market research and also on the kinds of market research best suited to the needs of B2B & B2C technology firms, such as those in Silicon Valley. Hence the emphasis is on research for new products and services and the entry of existing products into new markets. Emphasizes problem formulation skills and takes a managerial perspective on research methodology that focuses on the kinds of decisions that each method can support. Students prepare research proposals describing a decision problem and a methodology for collecting and analyzing the needed information. Prerequisite: MKTG 553. (3 units)
MKTG 572. Product Market Planning and Strategy
Presents the product manager or marketer as a generalist with responsibility for the multifunctional, multidisciplinary approach required to develop, launch, and manage successful products by combining elements of product development, product launch planning, and product management, Includes in-depth treatments of product life cycle analysis, buyer utility, competitive set, customer and market analysis, pricing, and the product launch process. Appropriate for those interested in high-technology and/or consumer product markets. Prerequisite: MKTG 553. (3 units)
MKTG 574. Sales Management
Provides the student with user-level knowledge of sales concepts and management methodologies necessary to effectively perform and manage the sales function. In the role of a sales or marketing manager, enables the student to apply these concepts to selling consumer products as well as high-tech industrial products. Includes concepts related to organizational structuring, territory plans and reviews, resource management, sales incentives, and compensation programs. Prerequisite: MKTG 553. (3 units)
MKTG 582. Customer Behavior
Focuses on assessing customer behavior and translating this knowledge into better marketing strategies. Includes topics on customer satisfaction/dissatisfaction; quality and value relationship marketing; decision influences on customer decision making such as motivation, perception, knowledge, attitude, and culture; innovation and diffusion. Appropriate for students interested in consumer, service, high-tech, or not-for-profit marketing. Prerequisite: MKTG 553. (3 units)
MKTG 588. Topics in Profit Maximizing Pricing
Company strategies to approximate the profit maximizing price of microeconomic theory using only information that is readily available to the company. Topics include: costs relevant for pricing decision; financial analysis for determining change in sales needed to make price changes profitable; analysis of customers and customer price sensitivity; pricing in segmented markets; anticipating and influencing competitor pricing decisions; competitive advantages and disadvantages in profit focused pricing decisions. Topics are integrated to provide real-world path to profit maximizing pricing. Class run as a seminar with student interaction and student research projects. Cross-listed as MKTG 588. Prerequisites: ECON 401, MKTG 551, differential calculus, and a working knowledge of hypothesis testing and regression analysis. (3 units)
MKTG 590. Designing & Managing Dynamic Marketing Channels
Focuses on understanding current theory and development of the analytical skills required for effective management and strategic deployment of multi-channel marketing decisions. Includes topics on channel planning, design; management of power, conflict and coordination in channel relationships; role of strategic alliances; and managing indirect channels. Requires creation of an in-depth case analyses and a channel audit project. Prerequisite: MKTG 553. (3 units)
MKTG 592. Internet Marketing and eCommerce
Provides the background and analytical skills to effectively manage Internet marketing and e-commerce strategies. Examines winners & losers in internet marketing, SEM, SEO, affiliate and viral marketing, use of social media and online advertising. Analyzes how the Internet is being leveraged into the core marketing activities of a business. Requires the development of an Internet marketing plan for an existing business. Prerequisite: MKTG 553. (3 units)
MKTG 594. Business to Business Marketing
Examines using value as the cornerstone for decision-making, focusing on business processes and the business as a “buying center” with the various roles of participants, stressing business across borders, and accentuating working relationships and business networks. Uses core readings and in-depth case analysis, encompasses management activities that enable a supplier firm to understand, create, and deliver value to other businesses, governments, or institutional customers. In the context of these business markets, value refers to the economic, technical, service, and social benefits a customer firm may receive for buying the market offering. Teaches critical analytical and problem solving skills for a variety of business marketing solutions. Prerequisite: MKTG 553. (3 units)
MKTG 596. Integrated Market Communications
Introduces the concept of integrated marketing communications (IMC). Provides a basic understanding of communication theory, marketing, branding, integrating marcom tactics, planning and coordinating IMC programs. Addresses marcom tactics of advertising, public relations, direct response, collateral, the Internet, and digital media. Addresses business-to-business and high-technology marketing communications. Incorporates a thorough understanding of objectives, strategies, tactics and budgeting. Prerequisite: MKTG 553. (3 units)
MKTG 696. Experimental Course
Covers special topics; offered on an occasional basis. (3 units)
MKTG 856. Marketing Analysis and Strategy
Introduces key marketing concepts such as segmentation and creating customer value. Provides tools to help managers make decisions in a range of tactical areas, including product development and positioning, competitive pricing, managing distribution channels, and promotion and communication. Evolves to cover developing marketing strategies through intensive analysis of a diverse selection of cases from consumer, industrial, and technological markets, including both product and service businesses. Open to AMBA program students only. (6 units)
