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: MARK691F] This course approaches the challenge of establishing a strong consumer brand in China from the perspective of the GM of a Multinational Corporation, outlining the practical steps that he or she needs to take when scoping the opportunity, tailoring the product and marketing mix and measuring success.

[Overview of the literature on modeling marketing phenomena.

This course covers recent developments in the area of marketing modeling.

[Previous Course Code: MARK690X] Survey of firm decision-making models in marketing strategy from both theoretical and empirical perspectives. Background: Some knowledge of calculus of optimization and game theory.

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

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 is designed to provide students with the applicable knowledge of how to create the marketing strategy for a brand new product; how to establish a brand image for a new product; how to create a sustainable brand image; and to identity what the successful criteria new product development are. Graded P or F.

In this course, students will learn how to integrate all types of marketing communication into a synchronized, multi-channel communications strategy that reaches the market with a consistent and unified message. Students will learn the specifics of the key marketing communications (with focus on advertising, promotion, public relations, direct marketing) and how to synchronize them into one integrated plan with a consistent and unified message against the target audience.

IStudy of selected marketing issues under the supervision of a faculty member. (Special permission from the Associate Dean is required for MBA students to take this course.)