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Undergraduate Program - Course Descriptions
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| MKTG 101 ( Full-semester - 1.0 cu ) |
| Introduction to Marketing |
| Faculty:
Oliva
,
Schaffer
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| Description: The objective of this course is to introduce students to the concepts, analyses, and activities that comprise marketing management, and to provide practice in assessing and solving marketing problems. The course is also a foundation for other Wharton courses, and for advanced electives in Marketing. Topics include marketing strategy, customer behavior, segmentation, market research, product management, pricing, promotion, channels of distribution, sales force management and competitive analysis. |
| Format: Lectures, recitations, discussions, and cases.
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| Requirements: Regular attendance, marketing simulation, final, case write-ups, class participation. |
| Materials: Textbook and course pack.
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| MKTG 211 ( Full-semester - 1.0 cu ) |
| Consumer Behavior |
| Faculty: Staff |
| Description: This course is concerned with how and why people behave as consumers. Its goals are to: 1) provide conceptual understanding of consumer behavior, 2) provide experience in applying consumer behavior concepts to marketing management and social policy decision-making, and 3) develop analytical capability in using behavioral research.
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| Format: Lectures, discussions, cases. |
| Requirements: Regular attendance, mid-term, final, case write-ups, class participation. |
| Prerequisite: MKTG 101. |
| Materials: Textbook and course pack.
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| MKTG 212 ( Full-semester - 1.0 cu ) |
| Marketing Research |
| Faculty:
Schaffer
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| Description: This course examines the role of marketing research in the formulation and solution of marketing problems, and the development of the student's basic skills in conducting and evaluating marketing research projects. Special emphasis is placed on problem formulation, research design, alternative methods of data collection (including data collection instruments, sampling, and field operations), and data analysis techniques. Applications of modern marketing research procedures to a variety of marketing problems are explored.
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| Format: Lectures, discussions, cases.
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| Requirements: Regular attendance, case write-ups, mid-term, final.
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| Prerequisite: MKTG 101, STAT 101, or equivalent. |
| Materials: Textbook and course pack. |
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| MKTG 221 ( Mini-semester - 0.5 cu ) |
| New Product Management |
| Faculty:
Di Benedetto
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| Description: Examination of the marketing aspects of products or services exclusive of their promotion, pricing, or distribution. Focuses on decisions regarding product introduction, positioning, improvements, and deletion, and the tools available for making these decisions. Covers both industrial and consumer products and services.
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| Format: Lectures, discussions, cases.
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| Requirements: Regular attendance, cases, mid-term, final.
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| Prerequisite: MKTG 101. |
| Materials: Textbook and course pack. |
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| MKTG 222 ( Mini-semester - 0.5 cu ) |
| Pricing Policy |
| Faculty: Staff |
| Description: The pricing decision process including economic, marketing, and behavioral phenomena which constitute the environment for pricing decisions and the information and analytic tools useful to the decision maker.
Format: Lectures, discussions, cases.
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| Format: Lectures, discussions, cases. |
| Requirements: Regular attendance, class project.
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| Prerequisite: MKTG 101 and sophomore standing. |
| Materials: Textbook and course pack.
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| MKTG 223 ( Mini-semester - 0.5 cu ) |
| Channel Management |
| Faculty: Staff |
| Description: This course presents concepts and analytical tools necessary to manage distribution channels. We will view channels both as value delivery systems and as interorganizational systems. The course is organized around three themes: designing a go-to-market approach and channel structure, coordinating the channel participants, and changing channels. Specific topics include going direct vs. indirect, incorporating the Internet into hybrid systems, e-commerce and value integration,, franchising, channel conflict, legal issues regarding channel policies, category management, and efficient consumer response (ECR) initiatives.
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| Format: Lecture, case discussion, small group project.
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| Requirements: Class participation, case memos, small group project. |
| Prerequisite: MKTG 101.
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| MKTG 224 ( Mini-semester - 0.5 cu ) |
| Advertising Management |
| Faculty: Staff |
| Description: Examination of the practice of advertising directed by relevant behavioral science and management science theory. Focuses on decisions regarding advertising objectives, copy selection, budget setting and media selection.
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| Format: Lectures, discussions, cases.
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| Requirements: Regular attendance, discussions, class project, possible mid-term, final. |
| Prerequisite: MKTG 101.
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| Materials: Textbook and course pack.
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| MKTG 225 ( Mini-semester - 0.5 cu ) |
| Principles of Retailing |
| Faculty: Staff |
| Description: This course explores the domain of retailing; marketing to the final consumer. Emphasis is placed on marketing aspects of Retailing not covered in other courses: retail strategy, merchandising, vendor relations and location.
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| Format: Lectures, discussions, cases.
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| Requirements: Regular attendance, case discussions, possible group project, mid-term and/or final.
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| Prerequisite: MKTG 101.
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| Materials: Textbook and course pack. |
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| MKTG 226 ( Mini-semester - 0.5 cu ) |
| Sales Force Management |
| Faculty: Staff |
| Description: Students who take this course will: learn the basic functions of sales force management as well as theories and concepts about appropriately managing that function; become familiar with some recent research in sales management that underlies the theories and concepts; and be able to apply the research, theories, and concepts to practical situations. The course is concerned with how to manage a sales force rather than with how to sell. The emphasis is on business-to-business (rather than consumer) sales force management. Topics covered include salesperson effectiveness, deployment, organizational design, compensation, and evaluation.
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| Format: Lectures, discussions, cases.
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| Requirements: Regular attendance, case write-ups, mid-term and/or final.
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| Prerequisite: MKTG 101, STAT 101, or equivalent.
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| Materials: Textbook and course pack.
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| MKTG 228 ( Full-semester - 1 ) |
| Contagious: How Products, Ideas, and Behaviors Catch On |
| Faculty: Staff |
| Description: Why do some products catch on and achieve huge popularity while others fail? Why do some behaviors spread like wildfire while other languish? How do certain ideas seem to stick in memory while others disappear the minute you hear them? More broadly, what factors lead to trends, social contagion, and social epidemics? This course looks at these and other topics as it examines how products, ideas, and behaviors catch on and become popular. Marketers want their product to be popular, organizations want their social change initiative to catch onl and entrepreneurs want their ideas to stick. This course will provide insight into the factors underlying these dynamimcs. To study these issues, students will read and discuss academic research from Psychology, Sociology, Economics, and Marketing (as well as other disciplines). Along the way, the course will touch on four main aspects:(1) Characteristics of products, ideas, and behaviors that lead them to be successful; (2) Intrapersonal processes, or aspects of individual psychology that influence what things are successful; (3) Interpersonal processes, or how interactions between individuals drive success; (4) Social networks, or how patterns of social ties influlence success. |
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| MKTG 232 ( Full-semester - 1 ) |
| New Product Development |
| Faculty: Staff |
| Description: The development of new products (goods or services) is an intensively cross-functional process. This course examines that process from the marketing perspective and identifies the key points of contact with operations, finance, organizational policy, and strategic planning. Although an overview of the entire process is provided in the course, special emphasis is placed on the evaluation of concepts early in the process. Thus, this course is very much concerned with ideas and how to select the best ideas and make them a reality. The main objectives of the course are (1) to familiarize students with the strategies, frameworks, conceptual tools, and types of marketing research that are considered best practices in the development of new products and (2) to give students the opportunity to apply some of these ideas and methods in the evaluation of a specific product concept, customizing the learning experience to their own needs and interests. |
| Format: Lecture, class discussion, and guest speakers. |
| Requirements: Homework assignments, a group term project, mid=term and final exams. |
| Prerequisite: MKTG 101 |
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| MKTG 235 ( Full-semester - 1.0 cu ) |
| Advertising |
| Faculty: Staff |
| Description: This course focuses on the development of strategic integrated marketing communications (IMC) programs, including traditional advertising and other forms of communication such as packaging and "buzz" marketing, among others. The course focuses on understanding the role of IMC in the overall marketing process and specifically in the creation and maintenance of a branding strategy. Emphasis is placed on product positioning, understanding the communication process and consumer behavior (psychology), the measurement and evaluation of advertising effects, thinking critically regarding different creative strategies, and developing appropriate media plans. Students will work in groups to create their own IMC plans for a brand of their choice.
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| Format: Lectures, discussions, cases. |
| Requirements: Williams: Several individual written assignments and an advertising plan for a new or existing product.
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| Prerequisite: MKTG 101. May be substituted for MKTG 224 as part of major. Credit will not be given for both courses.
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| Materials: Textbook and course pack.
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| MKTG 236 ( Full-semester - 1.0 ) |
| Law of Marketing And Antitrust |
| Faculty: Staff |
| Description: Study of the antitrust laws and the law of intellectual property. Emphasis on the legality of various pricing, promotion, and distribution strategies. Current developments are emphasized.
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| Format: Lectures, discussions, cases. |
| Requirements: Regular attendance, case write-ups, mid-term and/or final.
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| Prerequisite: MKTG 101. |
| Materials: Textbook and course pack.
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| MKTG 271 ( Full-semester - 1.0 ) |
| Models for Marketing Strategy |
| Faculty: Staff |
| Description: The purposes of the course are to help participants become better managers by giving them better tools for analyzing marketing decision problems; to acquaint participants with and help them to understand different types of models that have been used to aid marketing decisions; to give participants critical skills for evaluating new marketing models about which they may read in the literature and to enable them to read the literature; to help participants understand marketing problems more clearly by analyzing them quantitatively; and to produce managers who will not be taken advantage of by some quantitative consultants.
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| Format: Evaluating marketing models papers; building marketing models; cases discussing model applications; group presentations of model-based marketing strategy.
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| Requirements: Short papers and exercises, computer-based case analyses and presentations, group assignments, and class participation.
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| Prerequisite: MKTG 101 and STAT 101. |
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| MKTG 276 ( Full-semester - 1 CU ) |
| Applied Probability Models Mktg |
| Faculty: Staff |
| Description: This course will expose students to the theoretical and empirical "building blocks" that will allow them to develop and implement powerful models of customer behavior. Over the years, researchers and practitioners have used these methods for a wide variety of applications, such as new product sales forecasting, analyses of media usage, customer valuation, and targeted marketing programs. These same techniques are also very useful for other types of business (and non-business) problems. The course will be entirely lecture-based with a strong emphasis on real-time problem solving. Most sessions will feature sophisticated numerical investigations using Microsoft Excel. Much of the material is highly technical. Students must have a high comfort level with basic integral calculus, and recent exposure to a formal course in probability/statistics would be helpful (but not required). |
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| MKTG 277 ( Full-semester - 1.0 ) |
| Marketing Strategy |
| Faculty: Staff |
| Description: This course introduces the student to problems in high-level marketing decision making with several strategic marketing planning frameworks frequently applied during the analysis of those problems. The course will focus on a variety of management problems which include the following characteristics:
Several strategic business units are involved in the decision.
Competitors' behaviors are formally taken into account.
Long-term marketing advantages are sought.
Profit and other financial consequences are considered.
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| Format: Lectures, discussions, cases.
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| Requirements: Regular attendance, case write-ups, mid-term and/or final.
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| Prerequisite: MKTG 101.
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| Materials: Textbook and course pack. |
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| MKTG 281 ( Mini-semester - .5 ) |
| Entrepreneurial Marketing |
| Faculty:
Di Benedetto
, Levy
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| Description: This course focuses on the key marketing concepts and methods relevant for entrepreneurs. In particular, it covers the marketing elements of new venture initiation (including a business plan), as well as marketing decisions for small and growing organizations. Topics include product/service design, assessment of market potential, creation of successful distribution relationships, and new product pricing. In contrast to the product development course, the emphasis here is on a new startup business rather than a new offering from an existing business. Topics covered in this course also include low-budget or no-budget market research, successful strategic alternatives for small business, alternatives to high-cost advertising (e.g., direct marketing, alternative media, and personal selling), segmentation, and targeted marketing. Students will prepare a marketing plan for an entrepreneurial organization of their choice, possible for a new venture they are considering. |
| Format: Case, lecture, class discussions.
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| Requirements: Development of an organizational marketing plan for a entrepreneurial venture; readings; class discussion.
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| Prerequisite: MKTG 101; MKTG 212 (can take concurrently); students are discouraged from taking this course and MKTG 221 without the permission of the marketing undergraduate faculty advisor.
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| MKTG 282 ( Mini-semester - .5 ) |
| Multinational Marketing |
| Faculty: Staff |
| Description: The main purpose of this course is to explore the substantive issues, information sources, and cultural sensitivities required to develop an effective international strategy and associated market plan. Since the international environment changes so quickly, we will no doubt have occasion to discuss current events. Central to the course is a group project involving the development of a marketing plan for a product of service or your choice to be marketed in at least two countries.
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| Format: Cases, lectures, discussions.
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| Requirements: Readings, development of a marketing plan.
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| Prerequisite: MKTG 101
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| MKTG 286 ( Mini-semester - .5 ) |
| Business-to-Business Marketing |
| Faculty: Staff |
| Description: This course is designed to provide an opportunity for students to develop an understanding of the process by which industrial and other institutional buyers' needs are identified and met. Following an examination of the setting in which business-to-business marketing takes place (i.e., market and system characteristics), the course focuses on the managerial process of identifying and evaluating industrial marketing opportunities and strategy decisions to effectively serve industrial markets.
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| Format: Lecture and cases.
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| Requirements: Active participation in discussion of cases and selected readings; brief written analysis of three or four cases; final exam.
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| Prerequisite: MKTG 101 |
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| MKTG 288 ( Full-semester - 1.0 ) |
| Pricing Strategies |
| Faculty: Staff |
| Description: This course is designed to equip you with the concepts, techniques, and latest thinking bearing on pricing issues, with an emphasis on ways in which you can help a firm to improve its pricing. The overall orientation of this course is not about the theory but the practice of pricing. Rather than focusing on the allocative role of pricing, this course focuses on how firms can improve its profitability through pricing. We will take a close look at how firms go about setting their prices and how one may improve firms' current practices to increase their profitability.
The first half of the course covers analytical tools and conceptual frameworks needed for analyzing a pricing environment and for formulating a sound pricing strategy. From this part of the course, you will learn not only how to analyze costs, customers, and competitors in order to formulate proactive pricing strategies, but also specific ideas that you can use to help a firm to identify the opportunities for improving its pricing. The second half of the course focuses on developing pricing tactics. This part of the course will help you to gain insights into successful pricing strategies in various industries and discuss how to improve a firm's pricing through engineering a sophisticated pricing structure. The topics of discussion include price promotions, price bundling, price discrimination, versioning, nonlinear pricing, pricing through a distribution channel, dynamic pricing, etc.
Upon successful completion of this course, you will (a) gain in-depth knowledge of current pricing practices in diverse industries, (b) learn the state-of-the-art analytical framework for making proactive pricing decisions, (c) master the basic quantitative techniques for analyzing and making profitable pricing decisions, and (d) improve your acumen for strategic thinking, so that you can excel in today's competitive business environment. |
| Prerequisite: MKTG 101
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| MKTG 289 ( Mini-semester - .5 ) |
| Marketing Methods and Applications: Strategy Consulting Skills |
| Faculty: Staff |
| Description: This course introduces students to the structured problem-solving and communication skills that are required for strategy consulting. These skills are broadly applicable across business functions and industries, and besides their relevance to consulting, will be valuable to entrepreneurs and managers in the strategy, business development and marketing planning aspects of their work. The course is organized around the phases of a typical consulting engagement: problem definition, problem structuring, data gathering & analysis, recommendations development & presentation. Students will get to learn and practice specific consulting tools and principles associated with each of these five phases, such as issue trees, hypothesis-driven problem-solving, interview guides, pyramid structure and storylines. The course emphasizes hands-on practice and real-time feedback. Formal discussion of consulting tools and skills will be supplemented by mini-cases and consulting cases based on real-life engagements.
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| Format: Cases, lectures, class participation.
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| Requirements: Short assignments, business consulting project, cases, and presentations. |
| Prerequisite: MKTG 101 and STAT 101
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| MKTG 341 ( Full-semester - 1.0 ) |
| SENIOR SEMINAR - Marketing Problems Seminar |
| Faculty: Staff |
| Description: Project course oriented toward developing a marketing plan for a sponsoring organization. Research (primary, secondary, or both) is a major component. Students are required to integrate marketing concepts into a consistent whole and to make firm recommendations for decision making in real world situations. Most projects are done in teams, although evaluation is individual. MKTG 211 and 212, while not required, are very helpful.
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| Format: Group project.
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| Requirements: Research, presentation, and final report.
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| Prerequisite: Senior standing and completion of 3 CU in marketing. Open to non-majors with written permission of instructor.
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| Materials: Possible textbook and/or course pack.
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| MKTG 394 ( Full-semester - 1.0 ) |
| SPECIAL TOPICS: Marketing of Media and Entertainment |
| Faculty: Staff |
| Description: This course is designed to provide students with an understanding of the strategic decisions in marketing media and entertainment products. It is a course about developing, financing, producing, marketing and distributing media and entertainment, and the role these functions play in shaping the creative and commercial decisions of media and entertainment companies. Using the case method, the course examines these companies from the perspective of entrepreneurial and multinational organizations in businesses as varied as film, television, music, video games, theme parks and sports entertainment. Marketing of Media and Entertainment is a course that evaluates the global, technological and social landscape of media and entertainment in the context of both the content and distribution side of these businesses. Examples of case studies may include Jurassic Park, Fox Sports, the Blair Witch Project, Electronic Arts, Sega/Nintendo, Liverpool Football Club, Bertlesmann, EuroDisney and Beavis & Butthead, just to name a few.
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| Format: Lecture, class discussion, and guest speakers. |
| Requirements: Three one-page papers and one team project.
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| Prerequisite: MKTG 101.
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| MKTG 396 ( Mini-semester - .5 ) |
| Special Topics: Retail Merchandising |
| Faculty: Staff |
| Description: This course provides a detailed introduction to the role of merchandising at various retailers, including apparel and other softlines businesses, grocery stores, mass-merchandisers and "catagory killers". Selected topics may include product development, line planning, sourcing, product lifecycle, forecasting, planning and allocation, pricing and markdowns, vendor relations |
| Prerequisite: MKTG 101; MKTG 225 |
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| MKTG 398 ( Full-semester - 1.0 ) |
| Forecasting Methods for Marketing |
| Faculty: Staff |
| Description: Better forecasting can lead to better short-term and long-term planning and, in turn, to better decision-making. Forecasting Methods for Marketing examines judgmental forecasting methods such as prediction markets, analogies, intentions, and expectations. The course also examines quantitative methods such as extrapolation and econometric, with the latter as especially useful for assessing the effects of changes in key variables such as pricing or advertising. These methods can be used to forecast consumer behavior, market share, and sales (for production and inventory control). They can also be used to forecast actions by competitors, governments, unions, and retailers. Recently developed methods have been shown to substantially improve accuracy and to provide better assessments of risk.
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| MKTG 399 ( Full-semester - 1.0 ) |
| Supervised Independent Study |
| Faculty: Staff |
| Description: Content arranged by supervisor.
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| Prerequisite: MKTG 212 and written permission of instructor and the department undergraduate advisor.
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| MKTG 411 ( Full-semester - 1.0 ) |
| Principles of Marketing |
| Faculty:
Nae Garcia , Smith
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| Description: This course integrates concepts from economics, behavioral science, and quantitative analysis to allow the student to understand marketing as a system within its social and economic environment. |
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| MKTG 423 ( Full-semester - 1.0 ) |
| Marketing Research |
| Faculty:
Schaffer
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| Description: This is a survey of marketing research (MR) techniques. The goal is for you to become exposed to marketing research problems and techniques so that you may begin to assemble your own toolbox to gather, evaluate, and use information effectively when making marketing decisions. |
| Format: We will discuss how MR is commissioned, evaluated, and used to affect business decisions and processes. We will also cover how MR is designed, executed, analyzed, and reported. The text is primarily designed for prospective users of research (managers); conversely, the course includes elements for specialists producing research (marketing researchers). Thus, our quantitative work will be both conceptual and practical. Problem-solving in this domain will rely heavily on interpreting PC outputs fr |
| Prerequisite: You will benefit from having taken an introductory marketing course and some fundamentals of statistics. If you have not had a minimum of one semester of statistics, the quantitative part of this course will be a blur without some remedial help. |
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| MKTG 476 ( Full-semester - 1.0 ) |
| Applied Probablity Models for Marketing |
| Faculty: Staff |
| Description: This course will expose students to the theoretical and empirical "building blocks" that will allow them to construct, estimate, and interpret powerful models of customer behavior. Over the years, researchers and practitioners have used these models for a wide variety of applications, such as new product sales, forecasting, analyses of media usage, and targeted marketing programs. Other disciplines have seen equally broad utilization of these techniques.
The course will be entirely lecture-based with a strong emphasis on real-time problem solving. Most sessions will feature sophisticated numerical investigations using Microsoft Excel. Much of the material is highly technical. Students must have a high comfort level with basic integral calculus, and recent exposure to a formal course in probability statistics would be helpful (such as STAT 430).
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