250. Consumer Behavior in a Digital Age
Consumers have unprecedented access to information and influential power unlocked by digital technologies. This course examines psychological influences in memory, judgment, and decision making with emphasis on virtual contexts, including an experiential project employing course theories and research methods.
251A. Marketing Research
252D. New Product Development
Expands on the traditional methods for conducting marketing research to generate consumer insights to incorporate digital methods of data collection and analysis. Discusses problem formulation, data collection, statistical analyses, formulating managerial recommendations, implementation, and how research is used by companies.
Provides frameworks and techniques to develop new products in the new digital economy. Techniques to identify and define markets, measure consumer preferences, design and position new products, conduct prototyping, simulations, and experimentation, forecast sales. SPSS and other software used.
254. Global Marketing: Multinational Marketing Strategies
This course focuses on marketing strategies within multinational organizations from market assessments, political, legal, cultural, social environment, and the role of global interdependence. We examine digital techniques across trends, best practices and strategies. Integrative online cases will be analyzed.
257. Marketing on the Internet
This course examines impacts of technology on marketing, emphasizing strategic and tactical implications for marketing managers. Topics cover technology and consumers, marketing strategy, branding, advertising, omnichannel, search engine marketing, email and mobile marketing, conversion optimization, web analytics, and more.
Since its commercial inception in the early 1990s, the internet has dramatically transformed marketing practice, resulting in spectacular successes as well as dismal failures within the ever-evolving space. Gaining the strategic know-how necessary for a chance at success in such a highly competitive and challenging digital environment requires knowledge of the historical, technological, social and commercial developments that have helped to shape the internet of today. The course covers online marketing concepts from pre-launch strategy to post-launch analytics (and numerous topics in-between), referencing real-world examples to illustrate key points while encouraging participation, discussion and a shared learning experience. Marketing on the Internet merges theoretical concepts with strategic and practical solutions. Through a combination of readings, industry articles, case studies and online references (including blog posts, tweets and videos), students are exposed to the latest developments in internet marketing.
258. Marketing Strategies for High Technology Companies
This analytical course aims to provide an understanding of the marketing problems faced by managers in high-technology firms, and to familiarize you with the conceptual framework and decision tools necessary for managing technology-intensive businesses. Advances in digital technologies have changed almost all aspects of marketing in high-tech industries. Thus, it is important that students learn appropriate frameworks and tools that allow them to create and capture value through marketing actions in the presence of these technological changes. This course provides the necessary frameworks, techniques, cases, and examples that should help a marketing manager or an entrepreneur in this new digital economy.
Representative topics include product and pricing policy in the presence of network externalities, compatibility concerns, and systems competition; effect of technological and market uncertainty on marketing strategies; technology licensing strategies; contracting in high-tech markets; product and pricing policy for managing inter-generational transitions; product line design; product bundling strategies; specialized pricing issues such as usage-based pricing (e.g., pricing of Internet services), pricing of congested networks, and auctions.
290. Insight Marketing
Insight Marketing integrates the disciplines of traditional Brand Marketing, Product Marketing and Consumer Insights. Students will learn the key difference between information and insight and become more consumer-centric in how they view the world.
This course introduces students to the practical side of the highly effective Insight Marketing method. Insight Marketing integrates the disciplines of traditional Brand Marketing, Product Marketing and Consumer Insights. Students will learn the key difference between information and insight and become more consumer-centric in how they view the world. There will be much attention on understanding the difference between product attributes versus product benefits; an important skill in the marketing profession. Students will learn the drivers of brand equity, the importance of product positioning, and be exposed to several proven strategic frameworks. This course is designed to be both strategic and practical in nature. Students will be required to present almost weekly as we learn and apply the various aspects of Insight Marketing. The final project requires student teams to take an existing consumer product or service and generate a clear positioning and brand essence. Additionally the final project requires students to leverage a key consumer insight to create a 30 second commercial which will be strategically and creatively critiqued; just like in the real world.
290. Marketing Strategy
Investigates how social media and the digital age affect marketing strategy considering the frameworks identifying marketing problems, plans for courses of action to address marketing problems, and marketing tactics and strategies to reach business objectives in a turbulent market.
290. Sales Management
Investigates the role of the sales manager in the digital age by considering the trends and evolution of the sales management function and the role of the salesperson responsible for large customer relationships in the turbulent Business to Business Market.
290. Social Media Marketing
Social media marketing examines recent developments in the social media world including Facebook, Twitter, Instagram and others. Topics cover user generated content, digital strategies, market behaviors and consumer issues. We examine these developments and application areas through concepts and case studies.
The Social Media Marketing seminar is not a “fast fix” with a set of “how to” technical prescriptions; such information is widely available through online resources generously offered by the industry. Though we will master crucial “how to” tools, our approach will focus on in-depth analysis of current global trends in Social Media Marketing rooted in a conceptual understanding of social networks and the role of technology. Because of the fluid nature of Social Media Marketing, in the classroom we may not find answers to all our burning questions. However, students should finish the course prepared to professionally face the near future of Social Media and market on evolving social platforms.
295B. Micromarketing with Digital Footprints
Micromarketing with Digital Footprints focuses on how businesses use digital footprints from household data and point-of-purchase data to customize product offerings and delivery, store locations, advertising, and promotions to households and neighborhoods with the highest market potential.
In the first part of the course, students will receive extensive, hands-on experience using data on household digital footprints, as well as mapping software called Geographic Information System (GIS) software to visualize the data such as household and then consumer segments based on the digital footprints from Experian, Alteryx software to access and analyze the data, mapping software from ESRI called ArcMap, and an address geocoder from TomTom. The second part of the course will teach students to use point-of-sale digital footprint products from retail stores. By using data and software are provided by AC Nielsen, in their business intelligence product called Answers Retail Edition, students learn unit and dollar sales for all stocking units (SKU’s) at several retail locations, including sales by competitors. In addition to data reported monthly, which includes sales by brand, manufacturer, product category, price, and price promotion.