Explore Options; Plan Your MBA Academic Program

MARKETING
Format: Lecture and discussion
Prerequisites: MKTG 611 and MKTG 612 or MKTG 613 or
permission of instructor.
MKTG 732
New Product Development
Description: The development of new products (goods or services)
is an intensively cross-functional process. This course examines
that process from the marketing perspective and identifies
the key points of contact with operations, finance, organizational
policy, and strategic planning. Although an overview
of the entire process is provided in the course, special emphasis
is placed on the evaluation of concepts early in the process.
Thus, this course is very much concerned with ideas and how
to select the best ideas and make them a reality. The main objectives
of the course are (1) to familiarize students with the
strategies, frameworks, conceptual tools, and types of marketing
research that are considered best practices in the development
of new products and (2) to give students the opportunity
to apply these ideas and methods in the evaluation of a specific
product concept, customizing the learning experience to their
own needs and interests.
MKTG 732 is an expanded version of the mini-course on
this topic (MKTG 753). The added time allows for (1) increased
depth for the topics normally covered in MKTG 753
(especially in the area of marketing research methods for
NPD), (2) the addition of more topics (such as social implications
of innovation and new product portfolio management),
(3) increased depth for the term project, and (4) guest speakers.
It is recommended for students who are considering careers
(1) in product management, (2) that involve the evaluation of
new products and the ability of companies to produce successful
new products, or (3) that focus on developing scientific or
artistic ideas in to commercially viable goods and services. Also,
the course will meet once a week for three hours. Typically,
there are two sessions with a break in the middle. One session
is lecture; one session is discussion or an in-class event (e.g.,
guest speaker, simulation game, student presentations, etc.).
Format: Experimental Course 2012. Note students cannot
take both MKTG 753 and MKTG 732x for credit.
Prerequisites: MKTG 611 or equivalent or consent of
instructor
MKTG 733 (.5 cu)
Social Impact of Marketing
Description: This course explores the ways in which the marketing
actions of firms can have an impact on society (positive
or negative). Of particular interest are the actions that
are central to the main products and services delivered by the
firm (e.g., the development of products and brands, pricing,
advertising, and distribution). There is also a focus on how the
consideration of social issues can be integrated into broader
marketing strategies and how companies, pro-social organizations,
and government agencies can develop joint strategies
(e.g., cause-related marketing) and credible metrics and reporting
practices for assessing social impact.
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The course proceeds in two phases. The first phase covers
important background material, such as definitions of social
impact, the aggregate marketing system and how it affects society,
relationships to branding and marketing strategy, different
approaches to measuring social impact, and how to conduct
thorough social impact analyses of specific companies, products,
and the marketing actions that support them. The second
phase is a “drill down” into four problem areas: impact on the
environment, impact on health and well-being (physical and
mental), impact on culture (including innovation and creativity),
and impact on poverty and economic development. In
each area, we will identify marketing-related social issues and
assess current knowledge and controversies surrounding those
issues. In addition to lectures, cases, and guest speakers, students
will conduct analyses of social impact and present their
findings in class.
Format: Lecture, class discussion, simulations, student presentations,
guest speakers
Prerequisites: MKTG 611 or permission of instructor.
MKTG 753 (.5 cu)
New Product Management
Description: The development of new products (goods or
services) is an intensively cross-functional process. This course
examines that process from the marketing perspective and
identifies the key points of contact with operations, finance,
organizational policy, and strategic planning. Thus, this course
is very much concerned with ideas and how to select the best
ideas and make them a reality. The main objectives of the
course are (1) to familiarize students with the strategies, frameworks,
conceptual tools, and types of marketing research that
are considered best practices in the development of new products
and (2) to give students the opportunity to apply some of
these ideas and methods in the evaluation of a specific product
concept, customizing the learning experience to their own
needs and interests.
Format: Lectures, cases, simulations, class discussions, and
guest speakers.
Prerequisites: MKTG 611.
MKTG 754 (.5 cu)
Pricing Policy
Description: The course provides a systematic presentation
of the factors to be considered when setting price, and shows
how pricing alternatives are developed. Analytical methods are
developed and new approaches are explored for solving pricing
decisions.
Format: Lecture and discussion
Prerequisites: Completion of MKTG 611 and MKTG 612
or MKTG 613 concurrently: OPIM 612 and STAT 613 are
recommended.