Professor Emeriti: Dale Achabal, Karen Fox, Edward F. McQuarrie

Professors: Albert V. Bruno, Kirthi Kalyanam, Shelby H. McIntyre,

Associate Professors: Xiaojing Dong, J. Desmond Lo (Chair), Michael Munson, Kumar R. Sarangee, Savannah Shi

Assistant Professors: Peng Liu, Michael Thomas, Yuchi Zhang

William T. Cleary Professor: Albert V. Bruno

L.J. Skaggs Distinguished Professor: Kirthi Kalyanam

J.C. Penney Professor of Research: Savannah Shi

Lecturers: Charles Byers, Gail Kirby, Sean O\'Keefe, Juan Montermoso

Adjunct Lecturers: Aditi Bajaj, Gina Firenzi, Dierdre Frontczak, Patrick Williams

MKTG 2552/3000. Marketing Strategies and Decisions

Focuses on decisions faced by managers concerning market segmentation, targeting, and positioning. Covers concepts such as new product development, pricing strategies, distribution channels, customer relationships, and performance metrics within a strategic planning framework. Students apply these key concepts and frameworks to cases and to formulating a comprehensive marketing plan centered on sustainable profitability and capabilities. Cases cover various environments and industries, especially those of concern to Silicon Valley firms. Prerequisite: ECON 401 or ECON 2401 or ECON 3400. (4 units)

MKTG 3554. Analyzing Customers and Markets

Topics include frameworks for understanding how customers make decisions and adopt innovations, metrics for assessing customer attitudes, satisfaction and loyalty, methods for segmenting a market, and measures of brand equity. The focus throughout is on techniques for gathering and analyzing data on customers and markets in both on-line and traditional channels. Addresses B-to-B and B-to-C decision processes in rapidly changing markets. Prerequisite: MKTG 551 or MKTG 3552 or MKTG 3000. (4 units)

MKTG 3569. Small Business Entrepreneurship

Entrepreneurship focuses on evaluating ideas for venture opportunities and the conversion of these ideas into viable businesses. Course includes discussion of cases, lectures, and presentations by guest speakers who have played a role in starting new enterprises (e.g. bankers, attorneys, risk capital investors, and entrepreneurs). Students develop a five-year business plan for a new enterprise and make an investor presentation to a panel of investors. Knowledge of accounting/finance must be sufficient to build viable financial statements. Prerequisite: MKTG 3552 or MKTG 3000. (4 units)

MKTG 3572. New Product Innovation

Presents the product manager or marketer as a generalist with responsibility for the multifunctional, multidisciplinary approach required to develop, launch, and manage successful products. 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 or MKTG 3552 or MKTG 3000. (4 units)

MKTG 3574. Sales Force 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 or MKTG 3552 or MKTG 3000. (3 units)

MKTG 3588. 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; and competitive advantages and disadvantages in profit focused pricing decisions. Topics are integrated to provide a real-world path to profit maximizing pricing. Class is run as a seminar with student interaction and student research projects. Cross-listed as ECON 3422. Prerequisites: ECON 401 or ECON 2401 or ECON 3400 or ECON 3000 and MKTG 551 or MKTG 2552 or MKTG 3552 or MKTG 3000, differential calculus, and a working knowledge of hypothesis testing and regression analysis. (3 units)

MKTG 3590. Designing and 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 and 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 or MKTG 3552 or MKTG 3000. (4 units)

MKTG 3592. 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 or MKTG 3552 or MKTG 3000. (4 units)

MKTG 3594. Business to Business Marketing

Through core readings and selected case analysis, this course encompasses the marketing activities that enable a supplier firm to create, deliver, and capture value when engaging with other businesses, governments, or institutional customers. In the context of these target segments, value is analyzed in terms of the benefits the customer may receive and which the vendor firm may monetize. Typically covered are various market approaches to the business organization, which often uses a "buying center" framework incorporating different roles for decision-making participants. This course builds on an understanding of dynamic relationships and value chains to provide analytical tools and problem solving skills for effective marketing. *Prerequisite: MKTG

  1. (2 units)*

MKTG 3596. 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 or MKTG 3552 or MKTG 3000. (4 units)

MKTG 3597. Marketing Analytics

Prepares managers to (1) identify the competitive advantages that come from leveraged analytics; (2) apply the tools, and evaluate the advantages and limitations of each; (3) implement these tools, ask relevant business questions that could be solved with them; and (4) interpret the input and communicate the output from such tools and models to achieve more profitable business decisions. Prerequisite: MKTG 553 or MKTG 3552 or MKTG 3000. (3 units)

MKTG 3708. Financially Effective Market Positioning Strategies

Focuses on the issues in creating financially viable and effective market positioning strategies. Examines how traditional market-based measures--such as awareness, understanding, trial, ongoing usage, customer satisfaction, distribution levels, and market share--can be linked to financial outcomes. Discusses how to connect marketing expenditures directly to short-term and long-term results by examining the investment and expense requirements of different segmentation and market entry strategies. Connects customer value propositions to competitive marketing strategies and shareholder value-creation outcomes. The success of a company depends on the extent to which the marketing and financial disciplines work together. Prerequisite: MKTG 553 or MKTG 3552. (1 unit)

MKTG 3709. Developing Product and Services for the Boomer Marketplace

Presents an overview of the baby boomer marketplace. Explores major demographic and psychographic variables that characterize this market, as well as how the boomer market is becoming an ever more important economic, social, political, and cultural force influencing consumption. (Households headed by someone 40+ hold 91% of America's net worth.) Identifies and evaluates new product/service opportunities for the boomer market, and develops an understanding of how to create customer value in this segment via exposure to several sources, including marketing officers from large consumer products firms, and venture capitalists who have successful track records in funding innovative products/ services targeted to this sector. Features hands-on experience in developing a proposal for a new product or service targeting the boomer market, together with the marketing strategy. The proposal will reflect criteria previously identified by organizations and venture capitalists as relevant to marketplace success. Prerequisite: MKTG 553 or MKTG 3552. (1 unit)

MKTG 3710. Tech Marketing: Winning Strategies for Effective Messaging

The success of a marketing campaign or overall strategy ultimately depends on how a company's end customers perceive, accept and adopt a products value proposition/ positioning/resulting messaging. Especially in high technology markets, where new purchases are capital investments measured by impact to the business and return on investment, a products value proposition has to be extremely clear, tangible and differentiated in order to achieve vendor preference, as well as maintain desired pricing and margin levels. This two credit-hour course focuses on proven, effective strategies for understanding customer requirements and translating them into clear, digestible and differentiated messaging statements. We will provide strategies and examples to achieve strong competitive positioning, as well as how and when to (re-)define an entire market vs. just differentially position your products. Specific topics will include best practices for positioning and messaging creation, competitive landscape modeling and developing differentiation, translating customer requirements into effective positioning/messaging, and wholesale market (re-definition). Additional focus will include an overview of core media assets to effectively drive adoption of positioning/ messaging in today's increasingly Web 2.0 world. Prerequisite: MKTG 553 or MKTG 3552. (2 units)

MKTG 3712. Achieving Brand Leadership

Brand development and brand management are not only a potentially powerful weapons in the marketing arsenal but also they are a major business resource and a key intangible financial asset for beating the competition.. Yet many Silicon Valley marketers rely only on technology, attributes and/or price and overlook the strategic and tactical benefits that a well-managed brand provides. Achieving Brand Leadership provides a framework and tools for marketers to successfully brand products and services and add an additional layer of advantage with in the competitive environment. The course defines and examines the concept of branding through a theoretical and conceptual framework and in number of business contexts. Beginning with a fundamental review of the core branding elements, we weigh the importance of both the promise and the experience aspects of branding in building and sustaining trust. An examination of brand measurements illuminates the power of metrics and highlights different aspects of branding strategies. A look at past cases of successful and unsuccessful branding brings out variations in approaches to such issues as master brands, sub-brands, and the branding of services. Finally, the impact of branding architectures and creative positioning on brand equity are considered. The course will use both management readings and current articles to provide a solid foundation for analysis. A series of cases drawn from both the product and service arenas will enable students to apply this analytical framework to actual situations. Brand equity and its related metrics provide a standard basis in evaluating various strategies for establishing and growing brands. A final individual course project offers an opportunity to integrate various facets of branding for a specific product or service. Prerequisite: MKTG 3552. (2 units)

MKTG 3713. Business Model Frameworks

Covers different types of business opportunities available to lifestyle, opportunistic, and innovating entrepreneurs, distinguished in general categories that encompass virtually all business ideas. In each case, develop a framework for an entrepreneur to use to identify an opportunity potential; understand and take the appropriate first steps toward building the business; and evaluate the early trajectory of the business to maximize learning and decide whether the opportunity is worth continuing. Prerequisite: None. (2 units)

MKTG 3801. Social Media Marketing

Examines the role of social media in business and brand strategy, digital advertising and overall marketing mix. This class introduces students to the current social media landscape, explores how it can be used for maximum results for both corporate and individual branding, and evaluates which social platforms are the best fit for their organization's marketing goals. Topics to be covered will include an overview of platforms, current social media trends and their implications, developing social media strategy, measurement, and challenges. Prerequisites: MKTG 3552 or MKTG 3000 (4 units)

MKTG 3802. Mobile Marketing

Presents a set of useful concepts, frameworks and strategies to help students to better understand a new world that is built with the mobile device at its center. Students will analyze key aspects of M-Commerce and Mobile Marketing, and learn a set of strategies and tools, using which they can (i) create economically valuable M-Commerce products/services, and (ii) market products (both traditional and digital) to the mobile consumer via the mobile medium. The course primarily focuses on understanding: (a) new digital product business models and their underlying technologies, (b) mobile consumer behavior, © new mobile marketing techniques - including search, social media, geo-local, & omni- channel, and (d) mobile marketing metrics. Prerequisites: MKTG 3552 or MKTG 3000 (3 units)

MKTG 3803. Fundamentals of B2B Account Based Marketing

This course introduces the concepts critical understanding of contemporary B2B marketing and the emergence of Account-Based Marketing (ABM) as a Go-to-Market strategy. You will learn why account-based marketing has recently become important and you will gain the understanding of when it\'s appropriate to employ an ABM strategy and what types of companies utilize this approach. You will gain hands on knowledge and experience in developing and evaluating effective ABM strategies. By successfully completing this course you will be able to use cutting edge marketing technologies in the implementation of an account-based marketing strategy including their use for measuring the effectiveness of the program. Prerequisite: MKTG 3000 (2 units)

MKTG 3804. Programmatic Advertising

Programmatic advertising is the software-driven, algorithmic transaction of display advertising space in real time. As advertising rapidly shifts from traditional to digital formats, and as more transacts programmatically within digital advertising, the industry needs technologists who are able to harness this constantly evolving and complex domain.\ This course will transform programmatic novices into experts who can apply knowledge and experience to real-life scenarios. The course will provide foundational knowledge of the programmatic advertising landscape, an understanding of how it fits into marketing strategy, and the necessary skills to be able to navigate the space from various perspectives. Prerequisite: MKTG 3000 (2 units)

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