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18 courses found.

MARKETING (B65) (Dept. Info)

Business (Policies)

Creating and Building Brand Equity

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A brand is a promise, and this promise is often the most valuable asset of a firm. In this class, students will examine the creation and building of brand equity to create long-term profit for the firm. The class will examine what we know from the science of branding from a consumer psychology perspective. While learning the foundations of brand management, students will develop the skills needed to create a meaningful brand, position a brand, develop brand names and logos, promote a brand, leverage brand equity, extend a brand, and communicate brand meaning via traditional and social media.

Instruction Type:

Classroom instruction

N/A

Building / Room

01

M-W----

1:00P-2:20P

Alsup

Take Home

60

30

0

Start: 8/26/2024 End: 10/21/2024

	Actions:		Books		Syllabus
	Syllabi are provided to students to support their course planning; refer to the syllabus for constraints on use.

Marketing Industry Seminar

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The role of marketing within organizations has severely changed, resulting in a new set of career opportunities within the sales and marketing functions of organizations. This course has three primary objectives. First, realize the career opportunities available across brand, product, and performance marketing. Next, gain exposure to the new set of challenges faced within organizations and learn how they are overcome. Finally, discover the knowledge, skills, experiences, and activities needed to best prepare students for these opportunities. These objectives will be met by learning directly from industries leaders in a collaborative environment. Prerequisite: first-year MBA students in good academic standing.

Instruction Type:

Classroom instruction

N/A

Building / Room

01

M------

4:00P-5:20P

Wall

No final

0

0

0

Desc:

This course begins on August 26th. Students will attend in person. There are nine (9) total sessions during the Fall semester. A more detailed calendar of dates and speakers is provided in the course syllabus.

Start: 8/26/2024 End: 12/18/2024

	Actions:		Books		Syllabus
	Syllabi are provided to students to support their course planning; refer to the syllabus for constraints on use.

Waits managed by dept.

Marketing Metrics

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expand your capabilities in critical thinking, problem formulation, data analysis, and persuasive presentation delivery. The course is widely applicable to students seeking marketing, entrepreneurial, or strategy-driven careers. Undergraduate students are required to have completed Entrepreneurship Marketing Methods in the first half of the fall semester. Enrollment is limited to the number of clients so interested students should add their names to the waitlist in WebSTAC and will be sent a survey shortly after registration. Students will be notified of their acceptance prior to the start of the semester. Instead of a scheduled course time, student teams will have a weekly meeting with the instructor each week, but this will take place out of the classroom. Dropping this course after being introduced to a client may have an adverse impact on your ability to register for CEL courses in the future.

Instruction Type:

Classroom instruction

N/A

Building / Room

01

M------

4:00P-5:20P

Wall

No final

0

0

10

Desc:

This is an experiential course that takes place outside of the classroom. That said, this course will meet on Monday, August 28 at 4:00 - 5:20 pm in SH 241. Additional details to follow regarding the format for any other team meetings.

Start: 8/26/2024 End: 10/21/2024

	Actions:		Books		Syllabus
	Syllabi are provided to students to support their course planning; refer to the syllabus for constraints on use.

Waits managed by dept.

Marketing Management

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The purpose of this courses is to familiarize students with the foundational elements of marketing strategy and execution in various managerial contexts. Class sessions emphasize customer/market focus and competitor analysis to coordinate marketing tactics in a manner that drives growth in revenues and earnings. The course primarily uses case discussions, with lectures where appropriate. The cases provide students an opportunity to develop their oral and written skills in formulating and defending their marketing proposals. Recent developments in theory and practice are integrated into the course as appropriate.

Instruction Type:

Classroom instruction

N/A

Building / Room

01

-T-R---

1:00P-2:20P

Cryder

No final

0

0

0

Desc:

This section is for Full-Time MBA students only.

Start: 8/26/2024 End: 12/18/2024

Actions:

Waits managed by dept.

02

-T-R---

10:00A-11:20A

Cryder

No final

0

0

1

Desc:

This section is for Full-Time MBA students only.

Start: 8/26/2024 End: 12/18/2024

Actions:

Waits managed by dept.

Pricing Strategies

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This course is designed to equip you with some essential concepts and techniques needed to make profitable decisions about one of the most important marketing variables--price. The course is structured around four fundamental factors that firms need to consider in their pricing decisions: costs, customers, competitors and climate (legal environment). Through case studies, in-class discussions, and course project/presentations, this course will provide you with a conceptual framework, grounded in modern economics and consumer psychology, for analyzing a complex marketing environment and designing proactive pricing strategies that are most profitable for your business. Prerequisite: MKT 5503. Familiarity with basic statistical techniques and a spreadsheet package like Excel is desirable. 1.5 credits.

Instruction Type:

Classroom instruction

N/A

Building / Room

01

M-W----

11:30A-12:50P

Jiang

Oct 16 2024 11:30AM - 2:20PM

50

50

6

Desc:

The final will be on Wednesday, Oct 16 from 11:30 am - 2:20 pm in SH 103.

Start: 8/26/2024 End: 10/21/2024

Actions:

02

--W----

6:15P-9:15P

Jiang

Oct 16 2024 6:15PM - 9:15PM

50

22

0

Desc:

The final will be on Wednesday, Oct 16 from 6:15 - 9:15 pm in BH 150.

Start: 8/26/2024 End: 10/21/2024

Actions:

Pricing Decision Making & Implementation

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The focus of this course is on pricing tactics and strategies that are proven to be profitable for firms. Through case studies, lectures, a pricing simulation game and presentations, this course will help you to gain insights into successful pricing strategies in various industries and to develop your own skills necessary to make the most important business decision--pricing--in your organization. Topics of discussion include pricing innovative products, pricing and market making on the Internet, pricing of digital products, and dynamic pricing. Prerequisite: MKT 5503; completion of MKT 558 is strongly recommended. Familiarity with basic statistical techniques and a spreadsheet package like Excel; completion of MKT 558 is strongly recommended. 1.5 credits

Instruction Type:

Classroom instruction

N/A

Building / Room

01

--W----

6:15P-9:15P

Jiang

Dec 11 2024 6:15PM - 9:15PM

50

24

0

Desc:

The final will be on Wednesday, Dec 11 from 6:15 - 9:15 pm in BH 150.

Start: 10/22/2024 End: 12/18/2024

Actions:

Creating and Managing New Products

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Regardless of industry, growing a business profitably has never been more challenging. Empowered customers are more difficult to acquire and retain. In addition, barriers to entering new markets continue to subside, increasing competition. To succeed, firms seek talent that can help create more innovative products (inclusive of services and technology platforms), build better business models, and enter markets more strategically. Depending on how a company organizes itself, the exact definitions and responsibilities of these roles vary. For that reason, this course is designed to help students succeed in various career paths including brand management, product management, product marketing, corporate innovation, entrepreneurship, and consulting. In addition to learning how lead initiatives, students will learn cutting-edge methods for uncovering and evaluating opportunities, how to utilize proven frameworks for building and managing products, how to assess the most appropriate business model, and how to conduct market tests. A more detailed breakdown of the course can be found in the syllabus.

Instruction Type:

Classroom instruction

N/A

Building / Room

01

-T-R---

11:30A-12:50P

Wall

No final

50

49

0

Start: 8/26/2024 End: 10/21/2024

	Actions:		Books		Syllabus
	Syllabi are provided to students to support their course planning; refer to the syllabus for constraints on use.

02

---R---

6:15P-9:15P

Wall

No final

50

9

0

Start: 8/26/2024 End: 10/21/2024

	Actions:		Books		Syllabus
	Syllabi are provided to students to support their course planning; refer to the syllabus for constraints on use.

Marketing Strategies for Innovative Products and Services

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The success of a new product innovation is ultimately dependent on how well it is introduced to the market then scaled. Furthermore, maximizing the potential of a new solution requires approaches, techniques and tools unique to existing products. The most innovative firms, those successful at the creation and commercialization of new products, realize that success is predicated on having talent that is proficient in both of these areas. Those that do are attractive to organizations hiring for roles in brand management, product management, product marketing and corporate innovation. These skills also help students seeking marketing-focused careers in consulting and entrepreneurs who wish to successfully launch and scale their new ventures. Students will learn how to properly assess market opportunities, how to create and prioritize segments, how to plan and forecast for growth over time, how to develop an integrated marketing plan, how to drive acquisition, retention, and advocacy, and how to properly measure growth. All of these skills transition to the marketing of existing products as well. A more detailed breakdown of the course can be found in the syllabus. MKT 559 is not a prerequisite and both MKT 559 and 559B can be taken in either other.

Instruction Type:

Classroom instruction

N/A

Building / Room

01

-T-R---

11:30A-12:50P

Wall

No final

50

35

0

Start: 10/22/2024 End: 12/18/2024

	Actions:		Books		Syllabus
	Syllabi are provided to students to support their course planning; refer to the syllabus for constraints on use.

02

---R---

6:15P-9:15P

Wall

No final

50

7

0

Start: 10/22/2024 End: 12/18/2024

	Actions:		Books		Syllabus
	Syllabi are provided to students to support their course planning; refer to the syllabus for constraints on use.

Introduction to GIS and Spatial Mapping

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This course will introduce students to spatial thinking, Geographic Information Systems (GIS), and their application to solving important problems in the business world. Location plays an important role in business decisions ranging from where to locate a new store, how to efficiently deliver goods and services, to identifying customers and determining common demographic factors that define markets. This course will teach fundamental concepts such as how spatial data is generated, how to evaluate various sources, and common spatial analysis workflows. Students will learn how to use a browser-based GIS application to create maps and perform spatial analysis including geocoding, routing, and data integration. Upon completion students will be able to understand how GIS and Location Intelligence are used in business; confidently use the ArcGIS Online (AGOL) platform for spatial analysis and mapping; find, evaluate, and manage spatial data sources used for making business decisions; apply demographic analysis to identify customer characteristics using location; perform routing functions and quantify delivery logistics; carry out a Site Selection project to identify the best location for a new store. Prerequisite: None.

Instruction Type:

Classroom instruction

N/A

Building / Room

01

-T-R---

2:30P-3:50P

Winston

Project

50

32

0

Start: 8/26/2024 End: 10/21/2024

Actions:

Understanding and Influencing Consumer Behavior

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If consumer behavior were easy to explain, then all products would sell as projected, all ads would be effective, economies would be perfectly efficient, and marketing would be a simple prospect. In reality, consumers are frustratingly human: irrational, emotional, and difficult to predict. Marketing begins and ends with consumers, and in this class we will discuss foundations of human behavior that will help us understand and predict consumer choices. There are no prerequisites.

Instruction Type:

Classroom instruction

N/A

Building / Room

01

M-W----

4:00P-5:20P

Williams

Oct 16 2024 4:00PM - 7:00PM

45

17

0

Desc:

Your final is scheduled on Wednesday, Oct 16 from 4:00 - 7:00 pm in SH 107.

Start: 8/26/2024 End: 10/21/2024

Actions:

02

-T-----

6:15P-9:15P

Williams

Dec 10 2024 6:15PM - 9:15PM

48

10

0

Desc:

Your final will be on Tuesday, Dec 10 from 6:15 - 9:15 pm in BH 160.

Start: 8/26/2024 End: 10/21/2024

Actions:

Marketing Strategy

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Marketing strategic decisions require long-term planning and are often costly to change once implemented. They often involve more than one marketing mix variable (price, advertising and other promotions) that have to be consistent with a firm's core competencies, with the objective of establishing sustainable competitive advantages. A good strategic planning requires careful analysis of customers and competitors in the industry, identifying a feasible set of options and deciding on a course of actions. With the development of the information technology nowadays, firms have collected valuable market data, either by themselves or from third-party data providers. The biggest question for most firms, however, is how to use these data to help make strategic decisions. The objective of this capstone course is to develop a comprehensive framework to help understand the strategic situations of firms and the trade-off involved in decision-making. It will also provide students a comprehensive knowledge of using analytical skills to solve business problems. We will explore the importance of CRM and how to use customer analysis to make marketing decisions. Other topics including competitor analysis, STP, price competition, product and entry strategies will also be covered. MBA Prerequisite: MKT 5503. Recommended: MKT 571A AND 571C. PMBA Prerequisites: MKT core. Recommended: MKT 571A AND 571C.

Instruction Type:

Classroom instruction

N/A

Building / Room

01

M-W----

2:30P-3:50P

Chan

No final

60

60

20

Start: 8/26/2024 End: 12/18/2024

Actions:

02

M-W----

4:00P-5:20P

Chan

No final

60

57

0

Start: 8/26/2024 End: 12/18/2024

Actions:

03

M------

6:15P-9:15P

Lapuka

Exam last day of class

60

15

0

Start: 8/26/2024 End: 12/18/2024

Actions:

Marketing Research Analytics

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This course is designed to provide students with an appreciation of the role of marketing research in the formulation and solution of marketing problems. In this course, students will develop basic skills related to conducting and evaluating marketing research designs, alternative methods of data collection, and data analysis techniques.

Instruction Type:

Classroom instruction

N/A

Building / Room

01

M-W----

1:00P-2:20P

Thomadsen

Dec 9 2024 1:00PM - 4:00PM

3

3

0

Desc:

The final will be on Monday, Dec 9 from 1:00 - 4:00 pm in BH 160.

Start: 8/26/2024 End: 12/18/2024

Actions:

02

M-W----

2:30P-3:50P

Thomadsen

Dec 9 2024 1:00PM - 4:00PM

3

0

0

Desc:

The final will be on Monday, Dec 9 from 1:00 - 4:00 pm in BH 240.

Start: 8/26/2024 End: 12/18/2024

Actions:

03

-T-R---

10:00A-11:20A

Thomadsen

Dec 9 2024 1:00PM - 4:00PM

18

5

0

Desc:

The final will be on Monday, Dec 9 from 1:00 - 4:00 pm in SH 112.

Start: 8/26/2024 End: 12/18/2024

Actions:

04

-T-R---

4:00P-5:20P

Thomadsen

Dec 9 2024 1:00PM - 4:00PM

18

0

0

Desc:

The final will be on Monday, Dec 9 from 1:00 - 4:00 pm. Room location to be posted later.

Start: 8/26/2024 End: 12/18/2024

Actions:

Marketing Management

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Instruction Type:

Classroom instruction

N/A

Building / Room

07

TBA

TBA

Chun

See instructor

0

0

0

Desc:

EMBA Shanghai 22

Start: 12/13/2024 End: 12/16/2024

Actions:

Waits Not Allowed

Market Analytics

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Instruction Type:

Classroom instruction

N/A

Building / Room

01

TBA

TBA

Chun

See instructor

0

41

0

Desc:

EMBA Shanghai 21

Start: 10/12/2024 End: 10/26/2024

Actions:

Waits Not Allowed

Customer Analytics

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Customer analytics is about using customer data to make business decisions and predict future behavior. This course will build and implement powerful and leading-edge models for customer acquisition, retention, behavioral patterns such as website visits, customer lifetime value and direct marketing responses. The course will provide a unifying framework for thinking about customer data analysis and develop hands-on experience in model building and estimation using Microsoft Excel. These models use basic building blocks from probability theory to offer behaviorally plausible perspectives on what people buy, when they buy, and how much they buy. Anyone with interest in the revenues generated by customers (such as managers, consultants, analysts and investors) can benefit from deeper insights and more accurate forecasts that result when accounting for these patterns in their models. Prerequisite: Admission to Olin's Online MS in Business Analytics Program.

Instruction Type:

N/A

Building / Room

21

---R---

7:00P-8:30P

Remote / BUS

Yao

See instructor

0

0

0

Desc:

Only students admitted to Olin's Online MS in Business Analytics program can enroll in this course.

Start: 8/26/2024 End: 12/18/2024

Actions:

Waits managed by dept.

Business Marketing and Sales

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This course builds skills in intermediary & channel management, product & customer management, and sales management. We will accomplish this by blending and applying tools and frameworks from the areas of marketing, negotiations, and managerial accounting. Prerequisite: Only OMBA and PMBA students can take this course.

Instruction Type:

N/A

Building / Room

21

--W----

7:00P-8:30P

Remote / BUS

Chun

See instructor

0

0

4

Desc:

Only OMBA and PMBA students can enroll in this this course..

Start: 8/26/2024 End: 12/18/2024

Actions:

Waits managed by dept.