Negotiation is the art and science of creating agreements between two or more parties. This course has two purposes. First, we will discuss and apply theories developed as guides to improving negotiations (the science). Second, students will develop and sharpen negotiating skills by actually negotiating with other students in realistic settings (the art). Prerequisite: MARK512

[[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: MARK690R] This course focuses on the management of the customer in a service firm. Topics covered include consumer satisfaction, managing the delivery of a service, service recovery and services advertising. Students will analyze the complex situations faced by service firms of today. The text provides an organizing framework for making these decisions. Both a lecture and a case format will be used. Some exercises are included as well. The course involves a group project focusing on analyzing a selected service firm. Exclusion: MARK526 Prerequisite: MARK512

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. Prerequisite: MARK512

This course is aimed at Ph.D. students who intent to conduct experimental and quasi-experimental research in business (e.g., marketing, organizational behavior) and related disciplines (e.g., economics, psychology). The primary objective is to master the concepts and tools needed for collecting and analyzing behavioral data. The course covers the designs and analyses most often used by experimental researchers in marketing, organizational behavior, and psychology. Topics include factorial designs, within-subject and mixed designs, fractional designs, analysis of covariance, mediation analysis, power and effect size estimation, trend-analysis, contrast analysis, and post-hoc comparisons. These designs and analyses are covered from the perspective of an applied behavioral researcher (not that of a theoretical statistician), with an emphasis on the actual use of proper data collection procedures and analysis techniques for rigorous research. In addition, the course provides an introduction to SAS, one of the most widely used statistical programming languages for manipulating and analyzing data. Prerequisite: MARK512

What is the role of predicted, experienced, and remembered feelings in judgment and choice? We review different theoretical accounts and recent findings pertaining to moods, emotions, metacognitive experiences and bodily sensations. Prerequisite: Graduate standing

Societies differ from one another yet are similar in patterned way. Cultural psychology asks when and how these differences and similarities matters and attempts to provide simplifying models to predict patterns of behavior and processes of cognition. This course provides an overview of current work in the area with a focus on a 'situated cognition' model of culture and its influence on both content and process of cognition (what and how we think). The goal is to stimulate thinking about potential research projects; the final assignment is to a research proposal. Prerequisite: Graduate standing in MARK or SOSC

This course is designed to boost skills for candidates that are heading for a senior marketing position or a career in market research and consulting. The course will cover practical methodologies and models for market segmentation and forecast as well as pricing models. Furthermore, the market viewpoint on product and service innovation will be elaborated. Real life cases will be covered to examine Automotive and High Tech Industry as well as fast moving consumer goods and Pharmaceuticals. Finally it will introduce the product definition and market segmentation methodologies which McKinsey developed for the Volkswagen AG and also introduces an automotive market driven Innovation Management Process.