Marketing at the Smith School Smith is one of 13 business schools receiving “…high marks from graduates for exceptional marketing coursework as part of.

Marketing at the Smith School

Smith is one of 13 business schools receiving “…high marks from graduates for exceptional marketing coursework as part of an M.B.A….”

BusinessWeek Online’s MBA Insider

Our Marketing Program Offers you the highest quality, most

up-to-date basic marketing education

Specializes in industries where you will find career growth Service High technology

Trains you to analyze and use data in making managerial decisions

Your Job Prospects as a Marketing MBA

Career Choice by Industry

Percent of Class of 2004

Service 64%

Consumer Products

36%

Placement 2004: Company examples Service/

Technology Companies AOL Bank of America MBNA Choice Hotels T. Rowe Price Motley Fool

Manufacturing companies Black & Decker PepsiCo Phillips General Electric

Placement 2004: Job Titles Service firms

Manager Product manager Marketing manager Manager of partner

services Marketing research

product manager Analyst

Marketing analyst Key account analyst Senior inventory

management analysis Director of enterprise

sales

Manufacturing firms Sales representative Manager

Assistant brand manager

Account manager Assistant product

manager Purchasing manager,

supply chain Marketing retention

manager Analysis

Key account analyst

Marketing Concentration

Your Program of Study

Start with the Basics…

OR +

Marketing Strategy(BUMK 757)

MarketingResearch(BUMK 701)

MarketingAnalysis(BUMK 706)

Customer Analysis(BUMK 754)

AND

Marketing Research vs. Marketing Analysis Marketing Research

Types of research The research process How to design a

survey and collect data

How to analyze data How to use results in

making managerial decisions

“Hands on” experience collecting survey data

Marketing Analysis Application of

analytical tools in managerial decision-making

Specific applications: Market segmentation Sales forecasting Managing the sales

force How to price products New product design Sales force

management

Srivastava

Ashley

Ratchford

Marketing Strategy: How to compete in the market

Develop and apply a strategic marketing plan (growth, segmentation, brand, positioning)

Analyze markets Assessing competitive advantage Market forecasting Financial implications of marketing decisions

Learn how strategy relates to tactics Make strategic decisions using

MARKSTRAT simulation

Biehal

Customer Analysis – How customers make decisions

Study customer decision-making process Learn how to

Influence customer buying decisions Differentiate and position your brand

Conduct interview-based customer research

Make decisions based on decision-making model and customer research results

Hamilton

Then specialize… Service Marketing

OR Consumer Product Marketing

OR Marketing of High Technology Products

Service Marketing – Creating the customer experience What is service marketing?

Why it’s important What makes it unique -- the 7Ps

The role of technology CRM systems and Customer Lifetime Value Monitoring quality

The importance of service quality and customer satisfaction How to segment by customer loyalty and profitability Service management tools

Yield management Service process design “House of Quality”

Service research techniques Satisfaction and quality surveys “Voice of the Customer”

Wagner

Consumer Product Marketing -- Managing brands and communicating with customers

Sales promotion Advertising Public relations and sponsorships Brand management Product line management Brand management simulation

Whitney

Marketing High Tech Products – Crossing the chasm

Marketing strategy for technology vs. non-technology products Continuous vs. discontinuous

innovation Managing diffusion of high technology

products Competition in the technology arena Intellectual property

Frels

Other electives…

Customer relationship management

Business-to-business marketing New product marketing International marketing

Customer Relationship Management – Customer loyalty and profitability

How does CRM work? Customer equity

What it is How to calculate

Customer databases Marketing channels Customer lifetime value

Kannan

Business-to-Business Marketing – Focus on enterprise customers What makes enterprise customers unique Channel structure

Market entry strategy Segmentation decisions

Managing key accounts Relationship marketing

Relationship strategy Investment economics

Technology in the supply chain Reverse auctions e-Markets

Krapfel

New Product Marketing – Innovating to drive profit New product strategy

Identifying opportunities Timing new product introduction

Tools Concept testing Conjoint analysis

How to launch a new product Test marketing High technology products

Jain

International Marketing – Should strategy be global or local?

The global economic and political environment – country focus

Cultural challenges in international markets

Strategic analysis of global markets Market entry alternatives Global branding and advertising

Skuba

Your program of study… Build a core of marketing courses

Marketing Research or Marketing Analysis Customer Analysis Marketing Strategy

Choose an area of specialization Service Marketing Consumer Product Marketing Marketing High Technology Products

Enhance your program with Customer Relationship Management Business-to-Business Marketing New Product Marketing International Marketing

Questions?

Janet WagnerAssociate Chair of [email protected]

301-405-2126