Strategic marketing objectives and implementation of strategies through pricing, distribution channels, promotion and new-product decisions. This is a core course for MBA. Exclusion: IMBA505

[Previous Course Code: MARK690O] This course combines an in-depth exploration of consumer psychology with elements of advertising and marketing research, with the goal of enhancing students' understanding of marketing tactics and strategy. Prerequisite: MARK512

[Previous Course Code: MARK690C] The course provides students with an understanding of what brand equity is and then uses a structured approach for managing and leveraging it to gain competitive advantage. The emphasis is on actual decisions a manager makes and the long-term effects of these marketing actions on brand equity. Cases and a simulation game are used to demonstrate common types of pitfalls that must be avoided in order to build brand equity. Exclusion: MARK690C Prerequisite: MARK512

[Previous Course Code: MARK690A] The role of channel design and management in formulating and implementing marketing strategy; frameworks for effective analysis, design, and management of channel networks. Exclusion: MARK690A Prerequisite: MARK512

[Previous Course Code: MARK690S] Review of psychological theory and research of relevance to an understanding of consumer judgment and behavior.

[Previous Course Code: MARK690V] This course is aimed at PhD students who intent to conduct experimental and quasi-experimental research in business (e.g., marketing, organizational behavior). The primary objective is to master the concepts and tools needed for collecting and analyzing behavioral data. In addition, the course provides an introduction to SAS, one of the most widely used statistical programming languages for manipulating and analyzing data. Exclusion: MARK690V

Advanced seminar covering current research and theory in consumer behavior and marketing. Topics will vary with the semester, but may include areas related to consumer judgment and decision processes, attitude formation and change, reactions to advertising, consumer information procession, affective, motivational and cognitive determinants of consumer behavior, and cultural and individual differences in consumer behavior. May be repeated for credit. Graded P or F. Prerequisite: MARK650

This course will cover analytical approaches for customer management and customer valuation at each stage of the customer lifecycle. We will start by studying approaches for valuing customers, and use this valuation in making decisions about a) how to market to each customer (i.e., customized product, price, promotion and distribution), b) how much to spend on marketing to each customer, c) making budget allocations to different kinds of marketing programs, d) estimating the return on marketing investments, and e) identifying prospects for cross-selling. The course will introduce issues, techniques and terminology associated with database marketing and data mining for analytical customer management. Prerequisites: MARK512, ISMT551 and ACCT521

Analysis of the competitive market space, value analysis, creation, and development of value proposition; strategic options for creation of a sustainable competitive advantage. Prerequisite: MARK512

The course will approach the challenge of establishing a strong consumer brand in China from the perspective of the GM of a Multinational Corporation, outlining the steps he or she needs to consider when scoping the opportunity, tailoring the product and marketing mix and measuring success. Each step will provide the opportunity for a vigorous class discussion regarding the pros and cons of alternative choices and provide an opportunity to apply conventional marketing tools to the unique and dynamic marketplace that's emerging in China today. Graded P or F.