Course Descriptions

Course catalog descriptions for courses offered in all currently published terms.

Marketing

Department Chairperson: Manchanda, Puneet
Department Website: http://www.bus.umich.edu/Academics/Departments/Marketing
 
 
MKT 300 Marketing Management
  3 hours Core Terms Offered: S13, W15, S14, F13, F14, W14
   
  Marketing Management --- An introductory course utilizing the case method of instruction to develop skills in marketing decision making. Topics include marketing planning and strategy; buyer behavior; product distribution, promotion and pricing strategies; and the development of integrated marketing programs.
 
 
MKT 308 Pricing
  3 hours Elective Terms Offered: F13
   
  Pricing --- The 4 Ps of the marketing mix are - (1) the product, (2) its promotion, (3) its distribution, and (4) its pricing. The first three elements are a company's attempt to create value while the last is an attempt to capture some of that value. If effective product development, promotion and distribution sow the seeds of business success, effective pricing is the harvest. The contemporary business world is full of examples of companies that create great value for their customers yet fail to capture that value in their earnings. A common reason is their failure to integrate their value-creating activities with their pricing decisions.

The objectives of this course are: (1) To familiarize you with the concepts, theory and latest thinking bearing on the key issues in pricing, taking the perspective of the marketing manager. This will be done primarily through lectures, class discussions and assigned readings. (2) To provide you with an opportunity, through case analyses and problem solving, to apply concepts and theory to the solution of pricing problems in marketing settings. (3) A major component of the course is a group project where students choose a company/product and develop its pricing strategy. This is a very effective way to tie all the concepts of the class together and get a practical perspective on things.
 
 
MKT 310 Fundamentals of Sales Management
  3 hours Elective Terms Offered: W15, F13, F14, W14
   
  Fundamentals of Sales Management --- Nearly $1 trillion is spent every year on the selling function. Every senior management team must deliver its revenue and profit numbers. As customer loyalties diminish and marketing channels proliferate, sales - once seen as a tactical adjunct to marketing - has increased its role to become the key interaction between company and customer. Today sales professionals must expand their perspective to see their role in an enterprise-wide, cross functional context. This course covers the basics of selling skills as well as the core sales management building blocks including organization, compensation/motivation, hiring, training, sales tools, process and leadership. The goal of the course is to show how integrating the sales function within the company's strategic planning increases productivity and profits. Case studies, interaction with outside executives and outside speakers are used extensively in delivering the concepts.
 
 
MKT 311 Advertising Management
  3 hours Elective Terms Offered: W14
  Course Prerequisites: No credit in MKT 407 or COMM 462 
  Advisory Prerequisites: MKT 300 
   
  Advertising Management --- This course covers the management of a firm's advertising effort (with some coverage of related topics like direct marketing, public relations, and sales promotions). It covers the institutions, theoretical principles, and managerial decisions relevant to advertising management, and is designed for managers in marketing positions and in advertising agency account management. The course uses lecturers, cases, computer models, and outside speakers.
 
 
MKT 312 Retail Marketing Management
  3 hours Elective Terms Offered: W15, W14
  Advisory Prerequisites: MKTG 300 
   
  Retail Marketing Management --- This course is designed to familiarize students with retail management and the career opportunities in the retail field. There are extensive out-of-the-classroom experiences for the students, including special projects that directly involve them with retailing firms and participation in both field trips and special guest lectures. The culmination of the course is preparation of a major, capstone paper that examines a major development in retail marketing management. Grading for this course is heavily dependent on student participation and performance in projects, field trips, class discussion, and the culminating project.
 
 
MKT 313 Consumer Behavior
  3 hours Elective Terms Offered: W15, F14, W14
  Advisory Prerequisites: MKTG 300 
   
  Consumer Behavior --- Formulation of appropriate and effective marketing strategies must begin with a clean and accurate understanding of consumers. This includes an understanding of consumer needs and wants, the process by which they are satisfied, and the environment in which the behavior occurs. The objectives of the course are as follows: (1) to introduce the student to concepts developed in psychology, economics, and sociology and their relationship to consumer behavior, (2) to involve the student directly in the study and analysis of consumer behavior, and (3) to develop in students the ability to translate what can be learned into marketing action implications.
 
 
MKT 315 International Marketing
  3 hours Elective Terms Offered: W14
  Advisory Prerequisites: M 300 
   
  International Marketing

The course focuses on problems of marketing across national borders, marketing within foreign countries and the coordination of global marketing. Range of marketing activities includes market research, the four marketing "p's", planning, organization, and control.
 
 
MKT 316 Sensory Marketing
  1.5 hours Elective Terms Offered: W15(B), W14(A)
   
  Sensory Marketing --- Sensory perception has a rich tradition in psychology. The manner in which people see, hear, smell, touch, and taste have been intensive areas of research in cognitive psychology and neuroscience over the past century. It is also conventional wisdom in marketing that consumers' choices of what they buy are contingent on how products look, feel, taste, sound, and smell. For instance, while color has been copyrighted for a long time (Tiffany robin blue), smells are only recently being copyrighted (e.g., grass smell for a brand of tennis balls); presumably, this unique smell gives some advantage to a brand. However, what exactly it does for the brand is not well understood by practitioners and is a current topic of research by marketing academics, building upon research in psychology and is a current topic of research by marketing academics, building upon research in psychology.
The implications of sensory research seem imbued with insight for managers. It is, therefore, surprising that the area of how sensations affect consumer information processing, decision making, and choice have received mere sporadic interest by the marketing and business community. The proposed course will be the first course on Sensory Marketing to be offered in the country.
 
 
MKT 318 Marketing Research Design and Analysis
  3 hours Elective Terms Offered: F13
  Advisory Prerequisites: MKT300,SMS301 
   
  Marketing Research Design and Analysis --- This course focuses on managing the marketing research process, which provides information as an input to marketing decision-making. This requires an understanding of the components of the marketing research process, how to utilize it effectively to obtain relevant information, and how to integrate such information into the marketing decision-making process. We will discuss both the "production" and "consumption" of information for marketing decisions.
 
 
MKT 322 Digital Marketing
  1.5 hours Elective Terms Offered: F14(B), F13(B)
  Advisory Prerequisites: MKT 300 
   
  Digital Marketing --- Technology has significantly transformed marketing. The last several years have seen an explosion of digital options to engage consumers and attract client marketing budgets. This course is designed for students who have taken marketing management. It will focus on the tools and techniques of digital marketing. We will explore such topics as search engine advertising, the effectiveness of banner ads, and how to use viral marketing, email marketing, and consumer-generated media. The approach is to bring a healthy dose of action-based learning into the classroom. Readings will include recent research, cases, and books on key industry trends. Grades will be based on team presentations built on a live project, as well as several one-page essays and classroom contributions.
 
 
MKT 325 New Product and Innovation Management
  3 hours Elective Terms Offered: W14
  Advisory Prerequisites: MKT 300 
  Cross-listed with: ES 325 
   
  New Product and Innovation Management --- This course is designed to focus on the new product development process which is key to the success of any organization. The course will expose students to (a) creative techniques for idea generation, (b) fine-tuning these ideas to develop products and services that meet specific consumer needs, and (c) testing the feasibility of these ideas. The course uses lectures, cases, and outside speakers. Moreover, the course includes a project wherein student teams need to use the creativity techniques covered in this class to come up with new product ideas and perform a concept test to evaluate their feasibility. The course will be useful to students interested in product/brand management, management consulting, and entrepreneurship.
 
 
MKT 399 Independent Study Project
  1 - 3 hours Elective Terms Offered: S13, W15, M13, S14, F13, F14, W14, M14
  Advisory Prerequisites: MKT 300 
   
  Independent Study Project --- Independent study projects, supervised by
faculty, are available to juniors and seniors in good academic standing.
To select a study project, students should consult the appropriate
professor about the nature of the project and the number of the credit
hours the work would earn. One to three credit hours may be earned.
Junior and senior BBAs may elect only one independent study project in a
term, and no more than three during the BBA program. No more than seven
credit hours from study projects may be counted toward the BBA degree.
To register for a project students must submit an approved Independent
Study Project application, available online.
 
 
MKT 407 Designing Persuasive Communication
  3 hours Elective Terms Offered: W15, F13, F14, W14
  Course Prerequisites: No credit in MKT 311, COMM 468, COMM 462 
  Advisory Prerequisites: Permission of Instructor 
  Cross-listed with: COMM 317 
   
  Designing Persuasive Communication --- This multidisciplinary seminar covers topics such as the principles of persuasion, persuasion strategy (campaign planning and research); persuasion tactics (copywriting; graphic design; film, video, photography; web site design; media planning; database marketing; product design); and the social impact of persuasion campaigns. In addition to the class sessions, taught by faculty from different University departments, students work in interdisciplinary teams on a semester-long field project.
 
 
MKT 408 Pricing
  3 hours Elective Terms Offered: F14
   
  Pricing --- The 4 Ps of the marketing mix are - (1) the product, (2) its promotion, (3) its distribution, and (4) its pricing. The first three elements are a company's attempt to create value while the last is an attempt to capture some of that value. If effective product development, promotion and distribution sow the seeds of business success, effective pricing is the harvest. The contemporary business world is full of examples of companies that create great value for their customers yet fail to capture that value in their earnings. A common reason is their failure to integrate their value-creating activities with their pricing decisions.

The objectives of this course are: (1) To familiarize you with the concepts, theory and latest thinking bearing on the key issues in pricing, taking the perspective of the marketing manager. This will be done primarily through lectures, class discussions and assigned readings. (2) To provide you with an opportunity, through case analyses and problem solving, to apply concepts and theory to the solution of pricing problems in marketing settings. (3) A major component of the course is a group project where students choose a company/product and develop its pricing strategy. This is a very effective way to tie all the concepts of the class together and get a practical perspective on things.
 (more)
 
 
MKT 411 Advertising Management
  3 hours Elective Terms Offered: W15
  Course Prerequisites: No credit in MKT 407 or COMM 462 
  Advisory Prerequisites: MKT 300 
   
  Advertising Management --- This course covers the management of a firm's advertising effort (with some coverage of related topics like direct marketing, public relations, and sales promotions). It covers the institutions, theoretical principles, and managerial decisions relevant to advertising management, and is designed for managers in marketing positions and in advertising agency account management. The course uses lecturers, cases, computer models, and outside speakers.
 (more)
 
 
MKT 418 Marketing Analytics
  3 hours Elective Terms Offered: F14
  Advisory Prerequisites: MKT 300, TO 301 
   
  Marketing Research and Analytics: Linking Data to Businss Decisions --- This course focuses on managing the marketing research process, which provides information as an input to marketing decision-making. This requires an understanding of the components of the marketing research process, how to utilize it effectively to obtain relevant information, and how to integrate such information into the marketing decision-making process. We will discuss both the "production" and "consumption" of information for marketing decisions.
 (more)
 
 
MKT 425 New Product & Innovation Management
  3 hours Elective Terms Offered: W15
  Advisory Prerequisites: MKT 300 
  Cross-listed with: ES 425 
   
  New Product and Innovation Management --- This course is designed to focus on the new product development process which is key to the success of any organization. The course will expose students to (a) creative techniques for idea generation, (b) fine-tuning these ideas to develop products and services that meet specific consumer needs, and (c) testing the feasibility of these ideas. The course uses lectures, cases, and outside speakers. Moreover, the course includes a project wherein student teams need to use the creativity techniques covered in this class to come up with new product ideas and perform a concept test to evaluate their feasibility. The course will be useful to students interested in product/brand management, management consulting, and entrepreneurship.
 (more)
 
 
MKT 501 Marketing Management
  3 hours Core Terms Offered: W15, S14, W14
  Course Prerequisites: No credit in MKT 502, 503 
   
  Marketing Management --- This course is concerned with understanding 1) an entity's own goals and abilities and 2) its potential and existing customers and competitors as bases for setting objectives and making decisions about products, services, pricing, promotion, and distribution. The ability to analyze current situations and objectives, recognize impediments, and generate solutions is the foundation for creating, achieving, and maintaining competitive advantage. This is a management-oriented course designed to give students an integrative framework for analyzing marketing programs and making marketing decisions. Leveraging the Business School's action-based learning approach, student teams take an active part in course development by creating cases based on their own areas of interest. The course consists of a mixture of lectures, student case presentations, in-class exercises, and a case-based final examination.
 
 
MKT 503 Marketing Management
  2.25 hours Core Terms Offered: F14(B), F13(B)
  Course Prerequisites: No credit in MKT 501 
   
  Marketing Management --- This course is concerned with understanding 1) an entity's own goals and abilities and 2) its potential and existing customers and competitors as bases for setting objectives and making decisions about products, services, pricing, promotion, and distribution. The ability to analyze current situations and objectives, recognize impediments, and generate solutions is the foundation for creating, achieving, and maintaining competitive advantage. This is a management-oriented course designed to give students an integrative framework for analyzing marketing programs and making marketing decisions. Leveraging the Business School's action-based learning approach, student teams take an active part in course development by creating cases based on their own areas of interest. The course consists of a mixture of lectures, student case presentations, in-class exercises, and a case-based final examination.
 
 
MKT 557 Marketing Management
  2.25 hours Core Terms Offered: M14
   
  Marketing Management --- Marketing management is a complex business function which requires both knowledge and skill in strategy formulation and implementation. It necessitates a systematic and disciplined approach, which employs the appropriate selection of tools, analyses, and logical reasoning. The purpose of this course, therefore, is to provide you with a broad knowledge of the core marketing concepts; opportunities to apply these marketing concepts in a variety of organizational contexts; a systematic and disciplined approach to marketing management; knowledge of, and the ability to select from a variety of marketing tools; opportunities to exercise your analytical skills and logical reasoning.
 
 
MKT 586 Entrepreneurial Marketing
  1.5 hours Core Terms Offered: F14(B), F13(B)
   
  Entrepreneurial Marketing --- Entrepreneurs face the challenging task of developing and launching new products and services. However, designing and launching new products is risky. Managing the new venture process therefore involves identifying new product ideas that have great potential, matching them with customer needs and fine tuning them via testing in order to lower the risk of their failure. Moreover, entrepreneurs need to be able to assess the demand potential for their concepts. This course is designed to acclimatize entrepreneurs with these essential tools. The course is divided into four modules:

1. Introduction to key marketing concepts
2. Opportunity identification and idea generation
3. Testing and sales forecasting
4. Going to market
The course uses lectures, cases and outside speakers. In the Masters of Entrepreneurship program, the course will help students identify market opportunities, understand customer preferences, evaluate market acceptance, and devise the appropriate going to market strategies.
 (more)
 
 
MKT 591 Marketing Management
  2.25 hours Core Terms Offered: P14, P13
  Advisory Prerequisites: Global MBA students only 
   
  Marketing Management --- This is a management-oriented course designed to improve students' business analysis skills and decision-making abilities. Throughout the course students are expected 1) to use the vocabulary and concepts of marketing, 2) to develop the ability to make decisions, 3) to support these decisions with analysis, and 4) to communicate their ideas both verbally and in writing. Major emphasis is placed on taking an integrative approach to marketing, addressing key decision areas of product, distribution, personal selling, advertising and pricing as they relate to overall corporate and marketing strategy. To achieve these objectives the course employs a mixture of case development and analysis, readings, lectures, written and oral assignments, and a case-based final examination.
 
 
MKT 601 Strategic Market Planning
  2.25 - 3 hours Elective Terms Offered: F14(A), F13
  Advisory Prerequisites: MKT 501 or 503 
   
  Strategic Market Planning --- This course builds directly from Marketing Management 503 and is designed to provide an in-depth, "hands-on" learning experience in marketing strategy, planning and analysis. This course outlines key planning concepts and processes using le tures, case studies and a sophisticated competitive marketing simulation game where feedback is provided to management teams regarding the impact of their strategic and tactical decisions. The course integrates marketing decision making within the context of manufacturing and financial dimensions of a business organization. Course participants should expect to use large doses of common business sense and managerial acumen and to rely heavily on sound business and marketing principles in the learning process.
 (more)
 
 
MKT 603 Strategic Brand Management
  2.25 hours Elective Terms Offered: S13, F14(B), F13(B)
  Advisory Prerequisites: MKT 501 or concurrent 
   
  Strategic Brand Management --- In almost every industry, strong brands sell more, earn more, and last longer. This course covers the creation and leveraging of strong brands, for marketers, general managers, and consultants. We first learn what makes brands strong, via cases, research, and models. Once we develop a roadmap for building strong brands, we cover the strategy and tactics needed to do so: how to create high awareness and relevant identity; a reputation for high quality and leadership; relevant, differentiating, ownable and motivating imagery and associations; and emotional loyalty. Scores of brands, from many industries and countries, are discussed. Then we get to the smart leveraging of brand investments, via successful brand extensions. Finally we look at brand architecture and brand valuation. The emphasis is on practical, useful, real-world learning. For their term projects, student teams study a brand and strategies and tactics to make it stronger.
 
 
MKT 608 Pricing Strategy and Tactics
  3 hours Elective Terms Offered: F13, F14
   
  Pricing Strategy and Tactics --- The 4 Ps of the marketing mix are - (1) the product, (2) its promotion, (3) is distribution, and (4) its pricing. The first three elements are a company's attempt to create value while the last is an attempt to capture some of that value. As one marketing expert aptly stated, "For marketing strategists, pricing is the moment of truth - all of marketing comes to focus on the pricing decision." To prepare us better for that moment the objectives of this course are: i) to familiarize you with the concepts, theory and latest thinking bearing on the key issues in pricing, taking the perspective of the marketing manager. This will be done primarily through lectures, class discussions and assigned readings; ii) To provide you with the opportunity, through case analyses and problem solving, to apply concepts and theory to the solution of pricing problems in marketing settings.
 
 
MKT 609 Basics of Sales Management
  1.5 hours Elective Terms Offered: W14(A), W15(A)
  Course Prerequisites: No credit in MKT 610 
   
  Basics of Sales Management --- The successful sales manager has discovered that integrating the sales function with the company's strategic planning increases productivity and maximizes profits. As customer loyalties diminish and marketing channels proliferate, sales - once seen as a tactical adjunction to marketing - has increased its role to become the key interaction between company and customer. Today sales professionals must expand their perspective to see their role in an enterprise-wide, cross functional context. This course examines the building blocks that a sales manager must consider in creating an organization to deliver the company's revenue goals. Topics covered include sales organization structure, recruiting strategies, training strategies, compensation structures and sales process as components to improve sales results in a market driven environment. All these topics have a number of variables that the sales manager must consider in optimizing productivity. Text materials, case studies and outside speakers are used to deliver the concepts.
 
 
MKT 611 Advertising Management
  2.25 hours Elective Terms Offered: W15(B)
  Advisory Prerequisites: MKT 501 or 503 
   
  Advertising Management --- This course covers the management of a firm's advertising effort (with some coverage of related topics like direct marketing, public relations, and sales promotions). Designed for those seeking careers in brand management or agency account management, the course covers advertising decisions on setting goals, segmentation and positioning, message content, tone, creative evaluation, budget setting and allocation, media planning and scheduling. A group project is required, and the course uses lectures, cases, computer models, and outside speakers.
 
 
MKT 613 Consumer Behavior
  1.5 hours Elective Terms Offered: F13(B), W15(A)
  Advisory Prerequisites: MKT 501 or 503 
   
  Consumer Behavior --- Virtually all decisions involved in developing an effective marketing mix for a product or service rely on in-depth knowledge of the consumers who comprise the target market. Thus, a clear understanding of the principles, concepts, and results of consumer behavior is critical to successful marketing. In this course we will directly examine the available theory and research concerning the behavior of the consumer, with the goal of understanding how marketing managers can use these ideas. This course focuses on the consumer as an individual. The topics discussed comprise an examination of basic psychological processes: i.e., decision-making, information processing, and social influences. Thus, this course provides both a micro and macro perspective on the factors influencing a customer.
 (more)
 
 
MKT 615 International Marketing Management
  1.5 hours Elective Terms Offered: W14(A), W15(A)
  Advisory Prerequisites: MKT 501 or 503 
   
  International Marketing Management --- Marketing problems arising from various degrees of foreign involvement (exports, licensing, foreign subsidiaries) are considered. Subjects include: marketing research, product planning and development, pricing, promotion, distribution, and organization for international marketing, with emphasis on the management response to parameters which differ from those in domestic marketing, i.e. international economic factors, foreign cultures, nationalism and government influences, economic development, etc.
 (more)
 
 
MKT 617 Sensory Marketing
  1.5 hours Elective Terms Offered: W15(B), W14(A)
   
  Sensory Marketing --- Sensory perception has a rich tradition in psychology. The manner in which people see, hear, smell, touch, and taste have been intensive areas of research in cognitive psychology and neuroscience over the past century. It is also conventional wisdom in marketing that consumers' choices of what they buy are contingent on how products look, feel, taste, sound, and smell. For instance, while color has been copyrighted for a long time (Tiffany robin blue), smells are only recently being copyrighted (e.g., grass smell for a brand of tennis balls); presumably, this unique smell gives some advantage to a brand. However, what exactly it does for the brand is not well understood by practitioners and is a current topic of research by marketing academics, building upon research in psychology.
The implications of sensory research seem imbued with insight for managers. It is, therefore, surprising, that the area of how sensations affect consumer information processing, decision making, and choice have received more sporadic interest by the marketing and business community. The proposed course will be the first course on Sensory Marketing to be offered in the country.
 
 
MKT 618 Marketing Research Design and Analysis
  3 hours Elective Terms Offered: F13, F14
  Course Prerequisites: No credit in MKT 619, 620 
  Advisory Prerequisites: MKT 501 or 503 
   
  Marketing Research and Analytics: Linking Data to Business Decisions --- This course focuses on managing the marketing research process which provides information as an input to marketing decision-making. This requires an understanding of the components of the marketing research process, how to utilize it effectively to obtain relevant information, and how to integrate such information into the marketing decision-making process. We will discuss both the "production" and "consumption" of information for marketing decisions.
 (more)
 
 
MKT 621 Applied Advertising
  1.5 hours Elective Terms Offered: W14(A), W15(A)
  Advisory Prerequisites: MKT 501/503 
   
  Applied Advertising --- An advanced-level seminar geared to marketing majors and others with marketing experience. This class will provide a "real world" introduction into developing, evaluating, and leveraging integrated advertising ideas. The class is led by a 25-year advertising agency and client practitioner. He will be assisted by guest presenters including creative directors, the head of training for a global media company, and the CMO of a Fortune 500 company. The coursework will include in-class debates, developing (and challenging) points of view on current advertising, and a team project which will involve developing consumer insights, advertising strategy and ides, and a media approach for a major Kellogg Company brand.
 
 
MKT 623 Service Marketing Management
  1.5 hours Elective Terms Offered: W14(A), W15(A)
  Advisory Prerequisites: MKT 501/503/591 
   
  Service Marketing Management --- The purpose of this course is to provide you with a thorough understanding of the role of services in marketing strategy and competition and how these issues guide the management of service operations. This includes an understanding of the evolution of management thought, the service customer and experience, the service operation, service employees, and alternative service strategies. We begin by describing the service economy and different strategies for service competition. The course is then structured around Gustafsson and Johnson?s (2003) framework for creating a competitive service advantage. The framework emphasizes the need to build a service culture, stay focused on a market segment, and link activities to create a competitive service advantage. We then systematically explore three integrated processes for implementing the framework: (1) service maintenance, (2) improving service performance, and (3) service innovation. We?ll explore how both traditional service-retail firms as well as business-to-business firms strive to create an effective service strategy and competitive advantage by linking activities to provide solutions to customer problems. Companies featured in the cases, lectures and readings include Continental Airlines, Disney, Dell Computers, the Dow Chemical Company, Four Seasons Hotels and Resorts, General Electric Aircraft Engines, IKEA, Northwest Airlines, Ritz-Carlton Hotels, and the United States Marine Corps.
 
 
MKT 624 Co-Creation of Value
  3 hours Elective Terms Offered: S13, W15, S14, W14
  Cross-listed with: STRATEGY 624 
   
  Co-Creation of Value --- Thanks to the Internet, and the structural forces
of digitization, ubiquitous connectivity, globalization, social networking, and new communications and information modalities, interactions between individuals everywhere in the system have exploded on a scale and scope as never before. Providers are challenged by the fact that their recipients are increasingly informed, connected, networked and empowered. Armed with access to new information and
communications technologies, individuals are demanding a higher quality of interactions, and are even prepared to insert themselves into the firm's value chain to co-create mutually valuable experiences. The goal of this course is to expose you to an "expanded" paradigm of value creation that leading companies all over the world are embracing. Companies are innovating new engagement platforms and environments of experiences that facilitate customer interactions with a company's products, processes, employees, as well as customer communities, to
co-create mutual value. We will discuss how you can help organizations shift their thinking and practices towards co-creation and help build new management processes and organizational capabilities for co-creating value.
 
 
MKT 625 New Product and Innovation Management
  2.25 hours Elective Terms Offered: W14(A), W15(A)
  Advisory Prerequisites: MKT 501 or 503 
  Cross-listed with: ES 605 
   
  New Product and Innovation Management --- Innovation and development of new products and services are essential for the success of any organization. At the same time, designing and launching new products is risky. Managing the new product development therefore involves identifying new product ideas that have great potential and lowering the risk of their failure. This course discusses the stages in the new product development process and avenues for making the process more productive. Specific topics covered include creative techniques for idea generation, designing new products and services using analytical techniques, sales forecasting, testing, and tactics and strategies for new product launch. The course uses lectures, cases, and outside speakers. Moreover, the course includes a project wherein student teams will use the creativity techniques covered in this class to come up with new product ideas and perform a concept test in order to evaluate their feasibility. The course has a quantitative focus and delves on issues that are very relevant to managers on a day to day basis. The course will be especially useful for those interested in product/brand management, management consulting, and entrepreneurship.
 (more)
 
 
MKT 627 Leveraging Industrial Design for Marketing Advantage
  1.5 hours Elective Terms Offered: F13(A)
   
  Leveraging Industrial Design for Marketing Advantage --- Industrial Design is becoming increasingly important for brand-building and marketing purposes (examples: Apple, SONY, Samsung). Through a mixture of Lectures, mini-Cases, Guest Speakers and Exercises, this 6-week course will expose students to the principles of good industrial design as harnessed for marketing purposes, and teach them how to work effectively with industrial designers inside or outside their own firms.
 
 
MKT 630 Marketing Engineering
  2.25 hours Elective Terms Offered: W14(B), W15(B)
  Advisory Prerequisites: MKT 501/503/591 
   
  Marketing Engineering --- The structure and content of those employed in marketing is rapidly changing due to vast increases in desktop computer power and exploding volumes of marketing data. Professions such as marketing manager, account manager, market researcher and Marketing (research) consultant are evolving rapidly in the new technology intense marketing environment. New approaches to marketing are heavily dependent upon analytical tools, and the effectiveness of the new use of those tools depends on the knowledge and skills of the users. The new marketing looks like marketing engineering and is in need of people with marketing engineering skills. This course develops those skills.
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MKT 640 Global Supply Chain Management
  3 hours Elective Terms Offered: W15, F13, F14, W14
  Advisory Prerequisites: TO 551/552 
  Cross-listed with: TO 620 
   
  Global Supply Chain Management --- This course aims to develop an understanding of key devices of supply chain performance and their interrelationship with firm strategy. Special emphasis is given to tools and skills necessary to develop solutions for a variety of supply chain design problems and inter-firm and intra-firm coordination issues.
 
 
MKT 750 Independent Study Project
  1 - 3 hours Elective Terms Offered: S13, P14, W15, M13, S14, F13, P13, F14, W14, M14
  Advisory Prerequisites: Graduate standing. 
   
  Independent Study Project --- Independent study projects, supervised by faculty, are available to graduate business students in good academic standing. To select a project, students should consult the appropriate professor about the nature of the project and the number of credit hours the work would earn. Students earn one to three credit hours per project and may elect only one study project in a term. Graduate business students should consult their program bulletins for information
regarding total number of projects and credits that can be applied to their degree. To register for a project students must submit an approved Independent Study Project application, available online.
 
 
MKT 896 Behavioral Research in Marketing
  1.5 hours Elective Terms Offered: F13(A), F14(A)
  Advisory Prerequisites: Doctoral Standing 
   
  Behavior Research in Marketing --- This Doctoral-level course covers current research in Marketing that draws on fundamental research from social and cognitive psychology or other relevant source disciplines. Alternate offerings of the course cover either research on consumer attitudes and information processing, or research on consumer choice and behavioral decision-making, among other related topics. Publications from academic journals are discussed and critiqued by seminar participants, paying attention to theoretical and methodological issues. A student paper is required at the end of the course.
 
 
MKT 897 Quantitative Research in Marketing
  1.5 hours Elective Terms Offered: F14(B), F13(B)
  Advisory Prerequisites: Doctoral Standing 
   
  Quantitative Research in Marketing --- This Doctoral-level course covers current research in Marketing that utilizes the tools and techniques of microeconomics, econometrics, multivariate statistics, game theory, or other relevant source disciplines. Offerings of the course cover topics such as pre-choice and choice models, stochastic brand choice, analytical models of competition, advertising and pricing models, distribution and sales force issues, product strategy, etc., among other related topics. Publications from academic journals are discussed and critiqued by seminar participants, paying attention to theoretical and methodological issues. A student paper is required at the end of the course.
 
 
MKT 898 Special Topics in Marketing (Behavior)
  1.5 hours Elective Terms Offered: W14(A), W15(A)
  Advisory Prerequisites: Doctoral Standing 
   
  Special Topics in Marketing (Behavior) --- This Doctoral-level course covers special areas of current research in Marketing that draw on fundamental research from social and cognitive psychology or other relevant source disciplines. Offerings of the course could cover topics such as Advertising, Branding, Customer Satisfaction, etc., depending on the interests of the instructor. Publications from academic journals are discussed and critiqued by seminar participants, paying attention to theoretical and methodological issues. A student paper is required at the end of the course.
 
 
MKT 899 Special Topics in Marketing (Quantitative)
  1.5 hours Elective Terms Offered: W14(B), W15(B)
  Advisory Prerequisites: Permission of instructor. 
   
  Special Topics in Marketing: Quantitative --- This Doctoral-level course covers special areas of current research in Marketing that draw on the tools and techniques of microeconomics, econometrics, multivariate statistics, game theory, or other relevant source disciplines. Offerings of the course could cover topics such as New Product Models, Marketing Strategy, Services Marketing, etc., depending on the interests of the instructor. Publications from academic journals are discussed and critiqued by seminar participants, paying attention to theoretical and methodological issues. A student paper is required at the end of the course.
 
 
MKT 900 Special Research for Doctoral Applicants & Candidates
  1 - 6 hours Terms Offered: S13, P14, W15, M13, S14, F13, P13, F14, W14, M14
  Advisory Prerequisites: Applicants and Candidates only. 
   
  Special Research for Doctoral Applicants & Candidates --- Individual Research projects for Doctoral Applicants and Candidates are available. See faculty in your area of interest.
 
 
MKT 990 Dissertation - Precandidacy
  1 - 8 hours Terms Offered: S13, P14, W15, M13, S14, F13, P13, F14, W14, M14
  Advisory Prerequisites: Election for dissertation work by doctoral student not yet admitted as a Candidate. 
   
  Dissertation - Precandidacy --- Dissertation research at the Precandidacy stage.
 
 
MKT 995 Dissertation - Candidacy
  4 - 8 hours Terms Offered: S13, P14, W15, M13, S14, F13, P13, F14, W14, M14
  Course Prerequisites: Candidate 
   
  Dissertation - Candidacy --- Dissertation research at the candidacy stage.