MKT 512 Customer Insights and Analysis (FA), Lecture notes of Marketing

Download MKT 512 Customer Insights and Analysis (FA) and more Lecture notes Marketing in PDF only on Docsity! . Instructor: Sha Yang MKT 512 Customer Insights and Analysis (FA) You Should Take This Class If you: • Want to develop analytical skills in conducting customer and market research, especially in the online and digital environment • Want to apply research tools to better understand and predict customer behavior to improve marketing effectiveness • Want to pursue a career in marketing/management consulting, customer relationship management, database marketing, digital marketing, social media marketing Course Description The Internet age has given marketers the possibility to obtain a rich amount of information about their customers. Today’s firms not only can observe customers’ offline store visit and shopping behavior via loyalty programs and mobile technology, but also can gain access to customers’ online behavior such as web surfing, online purchase, ad exposure, social network posting. What do all these data reveal to marketers and how might they be used to improve our marketing effectiveness? This course will introduce students to various marketing research techniques to collect, analyze and act upon customer information, especially in the Internet and digital environment. The tools taught in this class will help students better understand and predict customer behavior, and they will become essential for developing a successful career in marketing/management consulting, customer relationship management, database marketing, digital marketing, etc. MKT 525 Consumer Behavior (SU,FA,SP) You Should Take This Class If you: • Want to understand mental processes and decisions along the customer journey that affect the company (e.g., attention to messages, categorization of new product offerings, attitude towards the product offering, search and information acquisition, etc. • Want to understand research tools that allow marketers to analyze of these processes (e.g., Zmat, perceptual map, sorting tasks, etc.) • Want to how to develop tools and interventions with the goal of changing consumer behavior (e.g., nudges, choice architecture, persuasion tools, etc.) • Want to pursue a career as Customer Experience Manager, Consumer Insights Managers, Experience Consulting, Product Manager, Customer Engagement Manager; Customer Strategy Manager, Customer Marketing Manager Course Description: Any business begins and ends with the consumer — from recognizing needs to ensuring post-purchase satisfaction. Without a consumer, there is no company!! In this course, you will enhance your understanding of how and why people consider, choose, use, and evaluate goods and services. While all of us are consumers, our intuitions about our own behavior as well as that of others’ are often vastly inaccurate. In this class, we will base our discussion on empirical insights and theories developed in marketing and other behavioral sciences to better predict how consumers will respond to different marketing activities. Instructor: Kristin Diehl, Diane Badame, Dennis Schorr MKT 530 New Product Development (SU,FA,SP) You Should Take This Class If you: • Bringing the voice of the customer into the development of new products, services, and experiences • Applying strategic analyses to identify opportunities for new products, services, and experiences • Using creativity, collaboration with outside parties, and crowdsourcing to develop new innovations • Testing and refining new product concepts and prototypes • Incorporating human-centered design into the development of new products, services, and experiences • Predicting the adoption and diffusion of new technologies • Forecasting the sales of new products • Adapting products for global markets • Developing a marketing plan for launching new products, services, and experiences Course Description: In this course, you will learn how to identify new product and service opportunities and generate new concepts, how to test customer reactions to new product ideas and predict demand, and how to develop a marketing program for launching new products and services. A variety of cases and examples of new product development will be analyzed in a variety of different companies and industries, including consumer packaged goods, service offerings, high technology products, and entertainment. You will develop and test a new product or service idea in a hands-on group project. Instructor: Dennis Schorr, Larry Vincent, Diane Badame MKT 533 Branding Strategy (3 Units, FA, SP) Instructor: C.W. Park, Sasha Strauss You Should Take This Class If you: • Want to become an impactful leader of brand management in your own business • Want to create not only a short-term but also a long-term value of your brand in your organization • Want to develop a fundamental framework of brand management strategy that is applicable to diverse marketing contexts in the digital age Course Description: This course examines three tasks of the digital age brand management: (1) introduction task (creating brand admiration), (2) elaboration task (strengthening brand admiration), and (3) leveraging task (expanding the scope of brand business). These three tasks are sequentially discussed in the digital context to form a coherent whole. These three tasks are designed to help students develop a framework of the brand strategy in their own areas of interest. Instructor: Diane Badame MKT 533 Branding Strategy (1.5 Units, FA) You Should Take This Class If you: • Desire to become an assistant, associate or brand manager of any organization. • Want to learn how to position your unique product or service, narrow your target audience, create a standout company personality, and position yourself as superior to the competition — all by utilizing the power of branding! • Want to experience how guest speakers from high profile companies, such as Facebook, Toyota Motor Company, Levi Strauss, and Snap Inc., develop and implement successful brand strategies. Course Description: Effective brand management is critical to maintaining the long-term viability and profitability of products and services. This course is designed to study brands and brand portfolios in a variety of industries domestically and globally so that key branding principles and frameworks can be applied to develop an effective team Brand Strategy Plan (BSP) on a selected brand. MKT 543 Marketing Demand and Sales Forecasting (SP) You Should Take This Class If you: • Want to learn quantitative techniques and analytical tools that provide insight into the nature of consumer demand and its response to changes in the marketing mix. • Want to apply these methods to improve forecast accuracy and gain a better • Want to gain an understanding of customers and markets • Want to develop a framework to make more effective and efficient marketing decisions Course Description: This course will familiarize you with several advanced, quantitatively oriented marketing tools that enhance demand forecasting ability and marketing decision-making. I will provide extensive experience in using these tools through computer exercises (i.e., dirtying your hands with the data). Most of the analysis will require you to use spreadsheet based tools such as regression analysis. Instructor: S. Siddarth MKT 555 Marketing Channels (FA,SP) You Should Take This Class If you: • Want to learn basic principles of organizing and managing marketing distribution channels • Want to apply these principles to actual firm situations • Wish to learn, analyze, evaluate, and make decisions relating to distribution channel management Course Description: MKT 555 focuses on managerial decision making. That is, what decisions managers must make in organizing and managing channels of distribution. The class is designed for any MBA, whatever the emphasis. It is most pertinent to marketing majors and aspiring business owners. Instructor: Gary Frazier Instructor: Allen Weiss, Kalinda Ukanwa You Should Take This Class If you: • Want to learn what constitutes a digital strategy • Want to learn all the tactics that make up digital strategy for both B2C and B2B markets, including the latest tactics • Want to pursue a career in any industry that has integrated digital marketing in to their overall marketing plan Course Description: The purpose of this course is to introduce you to the most current tactics, applications, and trends in digital marketing. Students finish the course with the skills of knowing the analysis, all of the tactics and metrics of digital marketing and how they fit together into a complete digital marketing plan. Students who take the course are prepared for jobs as Director of Digital Strategy or in any job that interfaces with the digital team in a company. Students are assessed by 2 exams and a group project networks . We will also explore how the firm can listen, engage and promote to customers using social media MKT 556 Internet Marketing (FA, SP) MKT 580 Fostering Creativity (FA) You Should Take This Class If you: • Are interested in developing your personal creativity and your ability to see and solve problems? • Are interested in exploring activities and exercises outside of your comfort zone? • Wish to understand yourself better in order to improve your ability to succeed. Course Description: To help provide information on whether you should take the class, I provide a synopsis of the course written by a former student in response to other students asking her to describe the course: ”I can honestly tell you the Fostering Creativity class has made the biggest impact on me of any class I’ve taken at Marshall. I would take it again if I could. It helped me learn to handle anxiety and go with the flow instead of getting worked up about things in my personal and professional life that are out of my control. The class pushes you out of your comfort zone to do things you’ve told yourself you’re incapable of, so I am now much more willing to at least try things that formerly would have scared the bejeezus out of me. I learned that if I set my mind to it, there really isn’t anything I can’t do. It was a huge confidence builder. You learn a lot about yourself and why you act/react the way you do and by understanding where it comes from, you can change it. And for the business school mindset, it was a great networking class. Our class got very close because you’re having emotional experiences just about every class session and bonding over those emotions. There isn’t a syllabus (step 1 of learning to go with the flow) and there’s lots of ambiguity around activities so it is hard to decide ahead of time whether you’ll enjoy it. But I promise you, go into it with an open mind and a desire to change your life for the better, and it will be the best class you take at Marshall.” Instructor: Joseph Priester . Instructor: Diane Badame You Should Take This Class If you: • Desire to work as an marketing, brand or digital marketing manager at a fast fashion, luxury or lifestyle company; • Want to learn about the problems and challenges fast fashion, luxury and lifestyle brands face in this world of disruption to effectively compete based on the development of sound and strategic marketing strategies that meet or exceed revenue, profitability, market share and global and local customer relationship and marketing management objectives; • Want to experience how marketing executives from high profile companies, such as Louis Vuitton, NYX, Smashbox Cosmetics, BMW Designworks, The Ritz-Carlton, LA and JW Marriott LA at LA Live, Uniqlo, Patagonia, Nike, Vans, Uber, and Mediakix have employed marketing strategies and techniques to increase sales and profitability and achieve sustainable, competitive advantages at their respective companies. Course Description: This course is designed to develop an understanding of the principles and practices of brand management and their application in connection with the fashion, luxury goods and lifestyle marketing sectors in a global marketplace. A Team Fashion, Luxury or Lifestyle Marketing Plan (MP) Framework introduced in this course will serve as a guide in case analysis preparation and the team project – a Team MP on a selected brand or organization. MKT 586 Fashion, Luxury and Lifestyle Marketing (FA) MKT 589 CMO on Shareholder Value (FA) You Should Take This Class If you: • Want to learn about the hot buttons of CMO’s and what keeps them up at night to include topics such as 1) Customer Understanding and Experience Management, 2) Convergence of Traditional and New Marketing Practices, 3) Integrated Marketing Communications (IMC), including the Digital, Social and Mobile Aspects, 4) Product and Portfolio Management, including Brand Management, 5) Planning and Measurement – Contribution to the Bottom Line and 6) New Product Development (NPD) and Innovation • Want to experience first-hand knowledge and expertise from CMO’s from high profile companies such as Facebook, MGA Entertainment, Bentley Motors, Hyperloop Transportation Technologies, Inc., CBRE, and Starbucks Asia, as they share in class the marketing strategies and techniques they have employed to be successful. Course Description: This course is designed to give students an understanding of the role of the CMO (Chief Marketing Officer) in a variety of types of companies and industries and how he or she influences shareholder value. An integrated approach to the study of these topics within a global context will allow students to better understand key issues CMOs are facing. Additionally, within each topic, a number of sub-topics will also be explored and examined each week before CMOs speak about relevant issues they are challenged with and how they are addressing them within their organizations. Instructor: Diane Badame