MBA Course Catalog (2011)

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MBA Marketing Electives A Career-Based Introduction (2011-2012) Marketing Department Course Recommendations Based on Career Relevance Career Paths/Job Functions Marketing Careers: Brand/product management Service marketing Advertising/media planning Public relations Marketing research Retailing E-commerce Key account management Direct marketing Sales management/sales Marketing intelligence officer Customer relationship manager Other Careers: Consulting Financial analyst General management Com
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    MBA Marketing Electives A Career-Based Introduction (2011-2012) Marketing Department  Course Recommendations Based on Career Relevance Marketing Electives (BUMK)Career Paths/Job Functions 701706715716717722731736740 753757758A758J758N758O758P758V  Marketing Careers: Brand/product management 1 2 1 1 1 1 1 2 2 1 1 1 1 2 2 1 1Service marketing 2 1 1 2 1 1 2 1 2 1 1 2 2 1Advertising/media planning 2 2 1 1 1 2 1 2 1 1 2 2Public relations 2 1 1 1 2 2 1 1 2 1Marketing research 1 1 1 2 2 2 2 2 2 1 1 2 1 1Retailing 2 1 2 1 1 2 1 2 1 2 2 2 2E-commerce 2 2 2 1 1 2 2 1 1 1Key account management 2 1 1 1 1Direct marketing 2 1 2 1 1 2 1 1 1Sales management/sales 1 2 1 1 1 1 1 2 2 1 2 2Marketing intelligence officer 1 1 2 1 2 1 1Customer relationship manager 2 1 1 1 1 1 Other Careers: Consulting 1 1 2 2 2 2 1 1 1 1 2 1 2 2Financial analyst 2 1 1 2General management 1 1 2 2 2 2 1 2 2 2 2 2 1 2Computer information systems 2 2 1Web designer/manager 1 2 2 1Investment banking 2 2 2Entrepreneurship/venture capital 1 2 2 1 1 1 2 2 2Financial services 2 1 1Professional services 2 1 2 2 2Operations management1 = Essential; 2 = Recommended. BUMK701: Marketing Research MethodsBUMK706: Analysis for Marketing DecisionBUMK715: Consumer BehaviorBUMK716: Brand ManagementBUMK717: Integrated Marketing CommunicationsBUMK722: Customer Equity ManagementBUMK731: Business-to-Business MarketingBUMK736: Service MarketingBUMK740: Marketing of High Technology ProductsBUMK 753: Global Marketing (Part-time MBAs only)BUMK757: Market StrategyBUMK758A: Market ForecastingBUMK758J: Pricing Strategies for Sustainable Competitive AdvantageBUMK758N: Social Media-Marketing Imperative & Execution ChallengeBUMK758O: Social Media and Internet MarketingBUMK758P: New Product DevelopmentBUMK758V: Marketing for Social Value   1 BUMK 701: MARKETING RESEARCH METHODS   Credit Hours: 2 Instructor: Joydeep Srivastava Pre-requisites: BUSI630 and BUSI650. Students should be particularly familiar with the material in the DataModels and Decision course (BUSI630). Although the course is self-contained, a familiarity withbasic business mathematics and statistics is required. It is strongly recommended that studentsbrush-up basic knowledge of Probability and Statistics before the course. Course Overview: Timely and quality information is crucial for the success of firms in today’s highly competitiveand evolving environment. Marketing research is an organized way of developing and providinginformation for managerial decision-making. In providing a basic understanding of researchmethodology and implementation in marketing, the objective of this course is to develop a solidunderstanding of contemporary marketing research methods that are used by better managedfirms. The course is divided into two modules. The first module deals with research methodologyand design which includes setting objectives, determining both qualitative and quantitativeresearch designs including surveys, and sampling. The second module deals with applicationsand analytical tools needed for decisions related to estimating market potential, designing andpositioning new products/services, pricing and price promotions, and measuring customersatisfaction, etc. Learning Objectives:  The course will enable you to effectively evaluate marketing research proposals, interpret,review and criticize the subsequent reports, and appraise its usefulness to management. Inaddition, the course will help in: ã   reducing uncertainty around managerial decisions and make better, more informeddecisions ã   learning methods used in “hearing” the voice of the customer/consumer ã   learning tools to make decisions about demand forecasting, pricing, new product designand positioning, measuring and managing customer satisfaction, segmentation, etc. Career Relevance: Marketing Research is intended for those who expect marketing to be an important part of theirprofessional work. This includes not only those who plan to do marketing research, but thoseplanning to go into other marketing jobs or who expect to be users of marketing research orclients of research departments or research vendors. Thus this course is aimed at the managerwho is the ultimate user of marketing research and who is responsible for determining the scopeand direction of research activities conducted on his/her behalf. In general, this course is a “musthave” for those interested in consulting, strategy formulation, marketing/managerial decisionmaking such as that involved in product and brand management.   2 BUMK706: ANALYSIS FOR MARKETING DECISIONCredit Hours: 2  Instructors: Michel Wedel, P.K. Kannan  Pre-requisites: BUSI650 “Marketing Management”.In addition, students should be familiar with basic business mathematics and statistics, and/orhave attended the marketing research course. The course is self contained and all material isexplained for basics, but a basic knowledge of statistics is required. It is strongly recommendedthat students brush-up basic knowledge of Calculus, Probability, and Statistics before the course. Course Overview: This is an advanced course for students interested in techniques for marketing research,marketing decision modeling and marketing engineering. The course spans seven weeks andconsists of a mix of lectures and computer sessions. It deals with five key marketing topics: a.Customer response to pricing (basic regression modeling); b. Advertising effectiveness with eye-tracking data (generalized linear-methods); c. Market segmentation (mixture regression models);d. New product development (conjoint analysis, mixture regression models); e. CRM, crossselling and methods of data mining (principal components analysis and classification andregression trees). Each of those topics involves two sessions, with the first a lecture and thesecond a computer session. In the computer sessions, analyses will be done and industry datawill be mined to answer substantive questions. Learning Objectives: After completing this course, students: ã   will be able to translate strategic problems of consumer response, pricing, marketsegmentation, new product development, CRM, cross- selling and database marketinginto operational requirements of marketing data and computer tools; ã   will understand and be able to apply in real world settings a number of the mostimportant marketing engineering tools, specifically linear regression, principalcomponents analysis, generalized linear models (GLIM); mixture and mixture regressionmodels (GLIMMIX), and classification and regression trees, and ã   can convert the data and analytical results pertaining to the problems into usefulinformation and insights that are directly amenable to strategic marketing decisions. Career Relevance: This course is an advanced course for students interested in techniques for marketing research,marketing decision modeling, marketing analytics and marketing engineering. It intends todevelop the analytical skills required for professions such as brand/product manager, categorymanager, advertising/media manager, account manager, market researcher, market intelligenceofficer and marketing analyst, against the backdrop of the new information technology intensemarketing environment and exploding volumes of marketing data.
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