MARKETING AREA FTMBA Core and Electives 2012-13. 2012-13 FT-MBA Marketing Curriculum Marketing Mgmt...
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Transcript of MARKETING AREA FTMBA Core and Electives 2012-13. 2012-13 FT-MBA Marketing Curriculum Marketing Mgmt...
MARKETING AREA
FTMBA Core and Electives2012-13
2012-13 FT-MBA Marketing Curriculum
Marketing Mgmt(core)
MarketingFunctions
Implementation and
Industry Electives
Tools / KnowledgeElectives
Product andBrand
ManagementGMSC (MP)*
Consumer Behavior
Integrated MktgCommunications
MarketingStrategy and
CRM
Sales and Business
Development
MarketingSeminar (G)
Marketing Analytics
Consultancy (MP)*
Market Intell.& Cust. Insights
Ideation*
G = Global content elective; * = Experiential ‘Lab’ Course;MP = Mgmt Practice elective
Digital Mktg(next 2013-14)
Syndicated Data Analysis (module)
Channel Strategy
Directed Study
Marketing Area Electives, Spring 2013
B541 Ideation J.Reiman MW 10:00-11:15am
B542 Mkt Intelligence & Cust. Insights D.Schweidel TuTh 1:00-2:15am;Tu 6:30-9:15pm
B544 Mktg Analytics Consulting (MP) M.Lewis Th 6:30-9:15pm
B547 Product & Brand Mgmt D.Bowman MW 2:30-3:15pm
B548 Sales & Business Development R.Kelly;T.Leigh
TuTh 10:00-11:15am;W 6:30-9:15pm
B549 GMSC (MP) R.Shah M 4:00-6:00pm + labs
B646 Consumer Behavior S.Hogan Dec.-Jan. ACE
B648 Channel Strategy S.Jap M 6:30-9:15pm
B571/671 Syndicated Data Analysis D.Bowman Mid-Semester Module
MP = Management Practice elective
FT-MBA / EvMBA Marketing Core
Context
Company
Collaborators Customers
CompetitorsTargeting
Segmentation
Positioning
STP
Price
Product
Place
Execute
Promotion
Evaluate
Analyze What Should You Do?
How Should You Do It?
Ryan Hamilton Ed Leonard Manish Tripathi
B541Ideation
Career Relevance
Brand management (CPG, industrial, services)
Advertising Consulting Entrepreneurs
Spring 2013 (day)
OverviewHelps students develop a skill in thinking and developing a ‘master idea’ – an idea that aligns ideals, values and objectives, and is the driver of strategic direction of an organization.
B542Marketing Intelligence and Customer Insights
Career Relevance
Brand management (CPG, industrial, services)
Consumer insights Consulting Entrepreneurship Advertising agencies Digital marketing General managers Investment banking
Spring 2013 (day & eve)
Topics The market research process Linking data to managerial
decision making Survey design and analysis Forecasting techniques Social media as a source of
marketing intelligence Marketing experiments and
test markets Segmentation and targeting
B544Marketing Analytics Consultancy (MP)
Career Relevance
Marketing management Consulting General management Entrepreneurs Customer insights
Spring 2013 (eve)
OverviewThe course provides a platform for students to gain experience in applying analytics techniques to solve real world marketing problems. The course will focus on using consumer behavior theory to structure analyses, the selection of statistical methods for different types of problems and data, and the translation of technical material to general management audiences.
This is a Management Practice elective.
B547Product and Brand Management
Fall ‘12 (eve) / Spring’13 (day)
Topics Creating, maintaining, and
managing brand equity Segmentation strategies Media creative and media
planning Pricing strategies and tactics Brand analytics Sales forecasting Develop and implement a
brand plan over a (simulated) 10-period horizon.
Career Relevance
Brand management (CPG, industrial, services)
Advertising Digital marketing Consulting Entrepreneurs Hi-tech
B548Sales and Business Development
Career Relevance
Customer business development
Sales and key account management
Consulting Entrepreneurs Investment banking and
professional services
Spring 2013 (day & eve)
Topics The selling process and
personal selling Sales management and sales
operations Business development and
selling into a channel of distribution.
B549Goizueta Marketing Strategy Consultancy (MP)
Career Relevance
Consulting Marketing management General management Customer insights
Spring 2013 (day)
OverviewGMSC partners teams of dedicated MBAs with industry leaders from sponsor organizations to provide customized marketing solutions to significant marketing challenges. The course culminates with a final presentation made to 100+ business managers. Students learn tools to solve marketing problems while building strong client-management and presentation skills, enabling them to succeed in their internships and broader careers.This is a Management Practice elective.
B646Consumer Behavior
Dec.2012 - Jan.2013 ACE
Topics Qualitative research methods Needs and values Memory and information
processing Attitudes Consumer decision making Social and cultural influences
Career Relevance
Brand management (CPG) Business development Innovation practice Consumer insights and
market knowledge Consulting
B648Channel Strategy
Career Relevance
Consulting and Strategy Business development General management and
B2B Supply chain management Key account management
Spring 2013 (eve)
OverviewThis course is about how to create strategic advantage through partnering, intermediaries, and retailer networks. Topics include multichannel management, 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.