MKT6300 Marketing Analytics
3 CreditsThe objective of this course is to demonstrate the benefits of using a systematic and analytical approach to marketing decision-making, and to help develop your skills and confidence in doing such analyses. Analytical approaches enable (a) the identification of alternative marketing options and actions, (b) the calibration of opportunity costs associated with each option, and (c) the choice of one or more options with the greatest likelihood of achieving the business goals. By completing this course, students will be better able to make the case for marketing expenditures (based on ROI) that companies are increasingly asking of their executives. This course integrates marketing concepts with practice, emphasizes _learning by doing_, and provides students software tools to help them apply marketing concepts to real decision situations.

MKT7555 Marketing High-Tech ProductsBuilding on the students' knowledge of the marketing fundamentals, the course focuses on the special challenges of marketing high-technology products in dynamic, uncertain, and hyperconnected markets and ecosystem contexts. The course is structured around three modules: bringing new high-technology products to market, managing product maturity, and transitioning from one product generation to the next. While the focus of the course is "high technology" in the general sense, the reading materials - cases, notes, and articles - are drawn from the computer hardware and software, consumer electronics, telecommunications, and life-sciences industries.

Prerequisites: MKT7200 or MKT7800

MKT6110 Marketing Management

1.5 CreditsA competitive advantage in today's world requires a unique blending of internal capabilities and external partners so as to achieve a profitable customer orientation. This course will enable students to understand and utilize resources to craft a value proposition that will entice and satisfy the many demands of the marketplace. An understanding of both upstream and downstream activities will offer students an inside look at the nature of successful innovation that leads to marketplace success.

COM7500 Persuasive Business Presentations
(Formerly MOB7502)
1.5 Credits

If you have taken and passed MOB7502, you cannot register for COM7500, as these two courses are equivalentManagers and entrepreneurs need effective presentation skills to persuade key audiences, such as employees and team members, investors, and prospective clients. A successful presentation depends on delivery and non-verbal factors as well as careful preparation and a logical organization of ideas.

In this workshop format class, you will deliver four or five formal presentations, which we will video record to help you evaluate your technique. We will also give you some opportunities for impromptu speaking. Topics may include: rocket pitch to investors, B2B sales presentation, strategic recommendation to senior management, and a technical financial or data-driven presentation. Students are encouraged to use material from other courses or from your work context. We will also cover creating effective visuals and interacting with your visuals to tell a compelling story. The focus will be on providing extensive and constructive feedback and coaching you on assessing and improving your own capabilities.

Prerequisites: None

MKT9502 Pricing in the Information Industries
1.5 Intensive Elective CreditsPricing as a managerial discipline draws on many domains of knowledge - economics, consumer behavior, marketing, strategy, managerial accounting, law, and so on - and, as customers or as managers, we all have some experience in the taking and/or setting of prices. In this context, offerings of the information (read "content") industries present an interesting challenge since intuition, conventional rules of thumb, traditional models, and plain-vanilla theories do not immutably apply. With this as backdrop, the 1.5-credit "Pricing in the Information Industries" intensive course offering will focus on five topics: (1) pricing principles, (2) pricing and information products, (3) product-line pricing, (4) pricing and bundling, and (5) pricing in the presence of network effects.

Prerequisites: MKT7200 or MKT7800 or equivalent core

MKT7540 Retailing Strategy
(Formerly Retailing Management)Retailing Management Retailers lie at the end of the supply chain. They interface with the ultimate consumer as well as with suppliers. Retailers make investments in real estate and solicit funds from the investment community. Importantly, most of the major retailers in the United States are involved in multichannel strategies that involve communicating with their customers over the Internet and through social media. As a result, this course should appeal to students with varied interests: retailing management, suppliers to retailers (or any business selling inventory), entrepreneurs, retail services, real estate, IT e-commerce, and finance. The objective of the course is to familiarize students with all of the major decisions retailers make, e.g., developing strategies, buying, financing, locating stores. The course is designed around experiential learning exercises and cases.

Prerequisites: MKT7200 or MKT7800 or equivalent core

MKT7571 Sales in Action
(Formerly Building and Leading Effective Sales Force)

3 CreditsThis course focuses on the management of sales force (i.e., salespeople, business development executives, and customer relationship staff). The course explores the resources (e.g., people, information, and technology) used by firms to initiate and develop long term customer relationships. Given the vital role of sales in several organizations, the course will expose students to the strategic and tactical means with which firms create, control, nurture, and motivate the sales force.

This course complements MBA 9502 (Customer Acquisition and Persuasion). Whereas MBA 9502 focuses on the development of skills needed to excel in selling, this course addresses the leadership roles of Sales Managers, Sales Directors, Chief Revenue Officers, and Sales VPs.
Topics covered typically include sales force structure/sizing, territory design, recruitment/selection, coaching and training, motivation (leadership, compensation, sales contests, and quota management), and performance management.

Prerequisites: MKT7200 or MKT7800

MKT 9505: Sales and Marketing Dynamics within Franchise Systems

1.5 credits

This course will cover and explore the unique dynamics of sales and marketing in franchise systems. This intensive elective course complements EPS7534- Franchising, licensing & distributorship. We will review the fundamentals of franchise business models to set the context for the course and then focus on specific aspects of franchising that presents unique challenges for sales and marketing executives. We will address the implications these challenges have on marketing strategy, brand building, brand extension, sales process, sales pipeline, and revenue management. Topics covered include fundamentals of franchise business models and systems, marketing strategy and implementation in franchise systems, brand building and brand leadership in franchise systems, sales process and pipeline management for recruiting franchisees, aligning B2C and B2B franchise sales to support revenue growth, understanding franchise unit level sales analytics, managing brand conflicts and opportunities in multi-brand franchise operators, managing brands in international franchise systems, marketing channel conflicts, challenges, and opportunities when franchising is combined with other go-to-market channel options, new product development (NPD) and product portfolio management (PPM) for growth-phase franchise systems.

Prerequisites: MKT 7800

MBA7570 Science, Technology and the Enterprise -- Foundation

3 CreditsThis, the foundation course for the _Science, Technology, and the Enterprise_ MBA intensity track, is motivated by the increasing application of science and technology in many facets of business -- operations, processes, products, big data, and even management -- in enterprises of all types and regardless of scale, industry vertical, and commercial orientation. Shying away from the particulars of science and technology, the course addresses the distinctive perspectives, knowledge, competencies, and ethos critical to leading and managing science- and technology-intensive businesses and enterprises. The course is structured around four themes -- science and technology acquisition, development, and management; the enterprise and its ecosystem; plate techtonics, disruptive change, and enterprise transformation; and science/technology choice and human, social, and environmental consequence. Drawing on the disciplines of science and technology management, organizational development, strategy, public policy, and social change, the course uses contemporary topics and study materials for context. Student learning is reinforced by in-the-first-person visits by managers and leaders of science- and technology-intensive enterprises.

Prerequisites: Full-time MBA students should have completed all their core courses; part-time and Blended Learning students should have completed a majority of their core courses

MKT7500 Social Media and Advertising Strategy
(Formerly Marketing Communications)
3 Elective CreditsHow do customers learn about or build the desire to pick one product or service from another? The answer is social media and advertising. Making a great product or providing superior service is not enough if no one knows about it. IN the 21st century, traditional advertising strategies are not enough. Now companies need to have social media strategy at the center of their advertising planning. You should take this course if you want to learn how to effectively communicate about your product or service to your target segment(s) across social media platforms and how to coordinate your overall advertising strategy.

Examines the nature and role of social media platforms and advertising strategies, focusing on the goals and uses of advertising, sales promotion, public relations, and direct marketing, in achieving the communications objectives of marketing. This course first explores online consumer behavior and microtargeting, then discusses content and creative strategy planning. The course will then examine how to apply these strategies to various social media platforms such as YouTube, Facebook, Instagram, LinkedIn, Pinterest, and others along with integrating with traditional media. Students will be involved in determining the promotional budget, creating a message strategy, planning the social media mix, targeting communications to select market segments, executing the promotion program, and measuring overall effectiveness.

Prerequisites: MKT7200 or MKT7800