22:630:601Advertising and Promotion (3) Examines the advertising process with particular emphasis on the advertising agency and its clients. Reviews other forms of commercial communication such as public relations, sales promotion, and personal selling. Subjects covered: advertising and promotion planning and management, methods for setting promotional budgets, copy evaluation, media selection and planning, measurement of promotional effectiveness, and models of the communication process. Prerequisite: 22:630:550 or 586. |
22:630:602Corporate Strategy and Product Innovation (3) Introduces concepts and methods used for coordinating strategy formulation and the identification and evaluation of new product opportunities; planning and organizing the process of development; testing new products and new markets; and commercialization. Special emphasis is given to issues related to marketing and R & D. Text, cases, guest speakers. Prerequisite: 22:630:550 or 586. |
22:630:603Retail Management (3) Analyzes the retailing process, the environment in which it operates, and retail institutions and functions. Examines trends in retailing and uses a strategic profit model to scrutinize retailing strategy variables. Covers historical perspective, retailing structure and institutions, trends, strategic profit models, consumer behavior and the retail sector, franchising, retail pricing, location strategy, and retailing productivity. Prerequisite: 22:630:550 or 586. |
22:630:604Marketing Research (3) Provides insight into the nature and assumptions of marketing research conducted by corporations and commercial research companies. Provides practical experience in planning and implementing marketing research. Covers the sale of marketing research in business management; survey research and questionnaire design; scientific marketing research design and planning; data collection, application of statistical analysis such as multidimensional scaling, cluster analysis, and conjoint analysis; report writing and communication of research results; and types of research purchase behavior. Prerequisite: 22:630:550 or 586. |
22:630:606Business-to-Business Marketing (3) Introduces business-to-business marketing from the perspective of both the seller and the buyer. Covers marketing strategy and product/market planning systems; selling and management of the sales force; marketing research and competitive intelligence; pricing and promotion; management of auxiliary services; and industrial buying behavior. Prerequisite: 22:630:550 or 586. |
22:630:608Sales Management (3) Provides the conceptual basis for addressing strategic and tactical problems of sales force management; develops ability to apply these concepts to actual situations. Topics include sales program formulation; sales force deployment and organization; field sales management; and the recruitment, selection, and training of the sales force. Prerequisite: 22:630:550 or 586. |
22:630:609Marketing Strategy (3) Provides concepts and methods essential to identifying and analyzing marketing threats and opportunities and developing and evaluating marketing strategies. Focuses on business-level marketing strategy. Special attention given to market structure analysis, segmentation and positioning, and international market extension strategies. Prerequisite: 22:630:550 or 586. |
22:630:610Consumer Behavior (3) Understanding the behavior of consumers and the factors that influence their behavior. Topics covered: consumer decision models, psychological processes, and social and environmental forces that shape consumer behavior. Explores historical development of consumer behavior and current societal issues. Texts, readings, and case study. Prerequisite: 22:630:550 or 586. |
22:630:611Marketing and the Arts (3) Explores the use of marketing research methods (including consumer behavior models) to identify arts markets. Examines the use of various marketing tools by nonprofit arts organizations to develop potential customer bases. Illustrates the use of newer technologies such as database use and interactive marketing in the arts. Prerequisite: 22:630:550 or 586. |
22:630:615Electronic Marketing (3) Equips students with the concepts and tools required to understand the way that electronic information systems can be used to competitive advantage. Discusses the current state of electronic commerce; impediments to expansion of marketing activity; implications of online marketing for pricing, advertising, and promotion; and distribution of products and services, also treats legal, regulatory, and security issues. Prerequisite: 22:630:550 or 586. |
22:630:616Etailing (3) Analysis of various Internet retailing business models from marketing strategy perspective. Case studies on selective etailing companies based on market segmentation, targeting, positioning, and marketing mix. Issues on first mover advantages and price competition in distribution channels. Business formats include, but not limited to, pure Internet retailing, click and mortar retailing, Internet auction and reverse auction, stock brokerages, and information services. Prerequisite: 22:630:550 or 586. |
22:630:617Pharmaceutical Marketing Research (3) Focuses on the marketing research process and steps involved in a marketing research study. Topics include secondary and syndicated research studies, qualitative techniques like focus groups, and quantitative techniques like surveys and experimental design. Data collection and statistical analysis of quantitative data will also be emphasized. Specific pharmaceutical marketing research issues like pricing, promotional effectiveness, patient and physician satisfaction, brand loyalty, pharmacoeconomics, and outcomes research will also be covered. This course will use an industry-specific consulting project model with opportunity to mine industry data. Prerequisites: All M.B.A. core courses. |
22:630:618Pharmaceutical Product Management (3) Focuses on marketing issues in the pharmaceutical industry. Areas explored in the course include market analysis, market planning, new product launches, and commercialization of pharmaceutical products. Marketing of a prescription drug is examined including managing the transition from Rx to OTC switch. Marketing of both patent-protected and generic drugs and management of generic competition is studied. The interface between R & D, marketing and sales, product and brand management, pricing, distribution and retailing, and promotional issues within the pharmaceutical industry are covered. Relationship of product management with other functions is examined. Regulatory issues including labeling and advertising claims are studied. The impact of the health care environment wherein marketing takes place is also covered. Prerequisites: All M.B.A. core courses. |
22:630:619Managing the Pharmaceutical Sales Organization (3) Provides an overview of the role of the sales function within the pharmaceutical industry. Covers the sales detailing process, selection, recruitment, and training of pharmaceutical sales representatives. Sales management issues including building and structuring the sales force; sales territory allocation; determining sales targets and quotas; forming and deploying special sales forces; compensation, motivation, supervision, and evaluation of sales force are covered. Role of contract sales organizations, PBMs, managed care organizations, governments (including government regulation), and major account management is also discussed. Critical issues like data-based selling and its impact on physician segmentation, selling to primary care physicians versus specialists, and competitive intelligence are examined. The role of technology, legal issues, and ecommerce in shaping the sales function is studied, and the supporting needs of the sales force are examined. The class also includes field sales call sessions. Prerequisites: All M.B.A. core courses. |
22:630:621Service Marketing (3) Addresses the challenge of marketing services and managing the service component of product/services combinations. Issues covered include service design, quality definition, satisfaction measurement, performance guarantees, and internal and external marketing planning and execution. Covers business-to-business and consumer markets in fields ranging from banking and professional services to travel/hospitality, health care, and telecommunications. Lectures, cases, videos, guest speakers. Emphasis on case study. Prerequisite: 22:630:550 or 586. |
22:630:640Marketing through Multichannels in Hybrid Companies (3) Explores the success strategies of today`s new breed of hybrid companies, defined as businesses that reach customers through multiple channels of clicks, bricks, and catalogs in a seamless integrated entity. Examines the business, financial, economic, and marketing implications of selling via multichannels in a hybrid company structure. Students will prepare a business plan for a real hybrid company of their choice. |
22:630:641International Marketing (3) Designed for those who have already acquired an introductory understanding of the international business environment. Examines the social, cultural, political, institutional, behavioral, economic, and competitive conditions that differentiate the conduct of foreign and international marketing from domestic marketing. Examines a series of specific marketing problems, tasks, and tools to prepare for approaching international marketing activity. Topics covered: international information systems and marketing research, multinational product offerings and services, promotional strategies in international marketing, exporting and importing, and detailed analysis of marketing in several nations. |
22:630:642Special Topics: Health Care Marketing (3) Marketing management for health care institutions such as hospitals and managed care facilities. Covers branding, marketing research and analysis, competitive studies, and profitability and productivity assessments. Also covers product, services, pricing, and promotional and distributional coverage decisions. The health care environment is examined in terms of third-party payment systems, health care trends, and public policy changes. Prerequisite: 22:630:550 or 586. |
22:630:644Marketing for Arts Nonprofits (3) Intended for the arts or business student interested in the use of the latest marketing techniques to find and reach the audience of the future. Special emphasis will be placed on the use of Internet marketing, and on surveying and reaching potential arts audiences. |
22:630:649Special Topics: Pricing Strategies (3) Familiarizes students with the basic terms, concepts, approaches, and problems of pricing decisions. Develops a framework based on economics, industrial organizations, and cognitive psychology to analyze pricing choices. Text, readings, and cases. Prerequisite: 22:630:550 or 586. |
22:630:650Ecomarketing and Global Entrepreneurship: Legal, Societal, and Business Issues (3) Offered with Rutgers' School of Law-Newark, discusses marketing and
entrepreneurship in the context of global ecological concerns. Topics
include business ventures associated with new conservation commitments
in less developed countries; promotion of ecologically sound products
in developed countries; economic incentives for promoting environmental
protection on an international basis; and development and marketing of
selected conservation programs. Prerequisite: 22:630:550 or 586. |
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