MARKETING AREA FTMBA Core and Electives 2012-13. 2012-13 FT-MBA Marketing Curriculum Marketing Mgmt (core) Marketing Functions Implementation and Industry.

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.