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, S14, F13, W13, 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 301 Marketing Management II
  3 hours Elective Terms Offered: W13
  Advisory Prerequisites: M 300,JR.STD 
   
  Marketing Management II --- This course focuses on marketing strategy, building on the concepts and skills learned in Marketing 300. The course presents an opportunity for students to learn, examine, and apply strategic marketing decision processes with the goals of establishing, maintaining, or improving the firm's competitive advantage. Case studies, examples from current business news, and group projects will be used to illustrate strategic principles.
 
 
MKT 308 Pricing
  3 hours Elective Terms Offered: F13, 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.
 
 
MKT 310 Fundamentals of Sales Management
  3 hours Elective Terms Offered: F13, W13, 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: W13, 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: 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: W13, 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: W13, 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: 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, F14
  Advisory Prerequisites: MKT300,SMS301 
   
  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.
 
 
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: W13, 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, M13, S14, F13, W13, 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: F13, W13, F14, W14
  Course Prerequisites: No credit in MKT 311, COMM 468, COMM 462 
  Advisory Prerequisites: Permission of Instructor 
  Cross-listed with: COMM 317, COMM 462 
   
  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.