Marketing

22:630:602 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 supply chain, marketing, and R&D. Text, cases, guest speakers. Please note that you may not take this course and 22:630:618. Prerequisite: 22:630:550 (FT)/22:630:586 (PT).

22:630:603 Retail 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 (FT)/22:630:586 (PT).

22:630:604 Marketing 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 (FT)/22:630:586 (PT).

22:630:608 Sales 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 (FT)/22:630:586 (PT).

22:630:609 Marketing Strategy (3) Provides tools and methods essential to analyzing market-based threats and opportunities, and developing, implementing, and evaluating alternative marketing strategies. Special emphasis is given to the role of marketing activities in the business enterprise and their utilization to achieve a sustainable competitive advantage. Prerequisite: 22:630:550 (FT)/22:630:586 (PT).

22:630:617 Pharmaceutical 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.

22:630:618 Pharmaceutical 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. Please note that you may not take this course and 22:630:602. Prerequisites: All M.B.A. core courses.

22:630:677 Advanced Marketing Research (3) This course aims to equip students with quantitative techniques for making marketing decisions.  Univariate and multivariate statistics techniques are applied to secondary and primary data to find descriptive and causal relations among consumer and marketing variables.  Building upon the basic marketing research, this course introduces advanced statistical techniques to analyze marketing data.  The topics include multiple regression, ANOVA, discriminant analysis, factor analysis, cluster analysis, multidimensional scaling, and conjoint analysis.  Major marketing issues include, but not limited to, marketing segmentation, targeting, and positioning. New product concept testing techniques will also be discussed.  In addition, other contemporary research techniques and tools are addressed. Prerequisites: 22:630:604 and 22:960:575.

22:630:678 Marketing Insights (3) This is a capstone course for marketing research which combines all aspects of marketing research process in cased-based projects.  As future marketing researchers, students will be trained to integrate results from exploratory, descriptive, and causal research processes and combine both qualitative and quantitative results to make persuasive presentation of the finding.  In addition, the course will cover issues of client-vendor communication during the research process.  The course will be based on textbooks, assigned readings, case analyses, and student projects. Prerequisites: 22:630:677 and at least two marketing electives.

22:630:682 Web Analytics (3) This course teaches web analytics through practical applications, with a focus on deriving actionable insights with web analytics.  It provides a broad overview of key web analytics strategies, concepts, issues, challenges, and tools.  Topics covered include how to choose a web analytics tool. Metrics and key performance indicators. Best ways to analyze effectiveness of blogs, marketing campaigns, SEO, SEM, emails.  How to utilize quantitative, qualitative, and competitive tools to derive actionable insights.  How to optimize websites by incorporate testing and experimentation.   How to create and manage an analytics culture for your organization.  Emerging analytics in social, mobile, and video.  Best practices and pitfalls in web analytics.  Best practices on creating a data-driven culture and process. Prerequisites: 22:630:550 (FT)/22:630:586 (PT); statistics proficiency.

22:630:683 Multicultural Markets and Urban Development (3) In today's economy it is widely recognized that the size and growth of multicultural populations is closely linked to successful marketplace performance of businesses in urban communities. This course is designed to provide graduate students with a learning experience that combines business cases, theory, historical context, policy implications, and management issues centering on how businesses can effectively reach multicultural markets in urban areas. The focus will be on helping students understand the challenges businesses face in meeting the needs of consumers from diverse backgrounds, such as Asia, the Middle East, and other countries, and in inner-city communities. Emphasis will be placed on both theory and practice. Students will be able to link learning from a wide array of business disciplines to see how changes in one area affect the growth of the company as a whole. Thus, this course will be an integrative experience that will require students to apply knowledge across business functional disciplines, theoretical constructs, and practical applications. Prerequisite: 22:630:550 (FT)/22:630:586 (PT).