Become a world-class marketer by learning to create, communicate, and deliver a value proposition that meets the needs of an organization's customers.

Sample Courses

This course will help you make better business decisions by giving you the tools to analyze marketplace data and to understand how data analysis tools can be used to guide and inform corporate direction. While the course provides insight into how to actually conduct research, its focus is on providing the needed background for future managers who will be the ultimate users of the data, and who will determine the scope and direction of research conducted.

The goal of the course is to familiarize students with the digital media landscape as it relates to marketing strategy. As digital marketing tactics become more common among organizations, digital strategy will become integrated into the broader marketing strategy.

Integrated Marketing Communications (IMC) involves the strategic process of planning, developing executing, evaluating and controlling the use of various promotional mix elements to effectively communicate with target audiences. The goal of most of this communication is to encourage customers to become aware of a brand, develop a preference for it, and eventually purchase it.  The goals of this course are: 1) to help you gain an understanding the communications mix and its role in the development and implementation of strategic brand strategy; 2) to help you gain firsthand skills in developing an integrated marketing communications campaign for an organization, including market and customer analysis, determining objectives, creative strategy and media planning, budgeting, campaign design and analysis.

The course is designed for both marketing specialists and generalists. The course exposes students to the contemporary challenges faced by a broad variety of firms in developing and launching new products, creating and maintaining brand equity, and managing products and product lines.

This course is designed for both specialists and generalists; namely, those who are pursuing a career in sales and business development, as well as those who will use sales skills in their careers. The course exposes students to the contemporary challenges faced in the selling process. The settings of the cases and exercises used in the course are quite diverse in terms of the sizes of the organizations involved and the types of markets that they serve. Therefore, the course is relevant to students whose interests are in general management, consulting, finance, and entrepreneurship as well as those who expect to work directly in sales and business development. The course centers on three themes:

  • Personal selling
  • Sales management
  • Selling into the channel of distribution 

The objective of this course is to develop and enhance the skill set that students will need to pursue careers that involve selling and business development. By the end of this course, you will have acquired the skills that will allow you to enhance your firms' revenue, either personally or through a sales force.

Using real-world applications from various industries, the goal of the course is to familiarize students with tools and methods used for measuring and managing the value of current and future customers effectively. The tools we introduce are commonly employed by managers to assess marketing decisions, such as a new customer acquisition campaign. These tools are also used by executives and investors to assess the health of customer-based businesses.

Students will conduct analysis using Microsoft Excel to support marketing decisions. Topics addressed include segmentation and targeting, pricing, customer retention, marketing ROI, and demand forecasting. Students receive hands-on faculty guidance in creating marketing models, analyzing data, and extracting insights. A focus of the course will be on the development of decision support tools.

Marketing begins and ends with the customer, from determining customers' needs and wants to providing customer satisfaction and maintaining customer relationships. This course examines the basic concepts and principles in consumer psychology with the goal of understanding how these ideas can be used in marketing decision making.

This course introduces students to important topics in sports marketing, particularly "marketing assets" such as brand equity, customer equity, and inventory equity. This course focuses on the business side of sports.

A key source of value is through the use of strategic partnering agreements, innovative distribution design, and understanding how customers want to buy. This course is about how to leverage value through the firm's distributor, supplier, and retailer networks to make products and services available at the right place and time. Topics include but are not limited to the following: how to manage multiple online and offline channels, how to structure and manage business partnerships for maximum returns, how to select and incentivize partners and how to design and redesign routes to market. We will also discuss conflict management, channels in emerging economies, and other generalizable frameworks applicable to a wide variety of B2B issues.  Ideal for individuals targeting opportunities in consulting and strategy, organizational customer sales and procurement, marketing management, entrepreneurship and business development.

In this course we will consider the topics of marketing strategy and customer relationship management.  Classic Marketing Strategy emphasizes the selection of customer segments and the determination of the appropriate positioning of the product or brand.  Customer Relationship Management has grown in popularity over the past decade as firms have gained the ability to implement marketing strategies at the level of micro segments or individual customers.  In addition, in this course we will emphasize how firms can develop and use information to support brand and customer strategies.

This course introduces students to the economics of online markets in general and digital products in particular.  Topics covered include network economics, pricing strategies, segmentation and versioning for digital products, impact of bundling services. Students are introduced to both analytical models as well as empirical analysis using real world data from the entertainment industry. The course will include advanced topics include concepts of standards competition, lock-in strategies, etc.  We will take a practice oriented approach where theory and case studies will be combined with a number of industry speakers.

Advanced topics and tools for analysis of decision problems, focusing on the complication of multiple decision makers. The course starts with the fundamentals of game theory and develops conceptual frameworks and analytical tools for strategic thinking and action. Applications include models of competition and cooperation, strategic moves, negotiation, auctions & bidding, fair division, coalitions, voting and group decisions, and large systems of decision makers.

This course expands on the basic statistical tools of ISOM 350 in two major ways: [1] New methods of Modeling/Analyzing data and [2] Development of automated structures to support decisions tied to data. This course is a very "hands on" working-with-data, either data sets provided or those you are specifically interested in.

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