MKTG611 - Marketing Management (Course Syllabus)
This course addresses how to design and implement the best combination of marketing efforts to carry out a firm's strategy in its target markets. Specifically, this course seeks to develop the student's (1) understanding of how the firm can benefit by creating and delivering value to its customers, and stakeholders, and (2) skills in applying the analytical concepts and tools of marketing to such decisions as segmentation and targeting, branding, pricing, distribution, and promotion. The course uses lectures and case discussions, case write-ups, student presentations, and a comprehensive final examination to achieve these objectives.
Other Information: One half term. 0.5 cu
MKTG612 - Dynamic Marketing Strategy (Course Syllabus)
Building upon Marketing 611, the goal of this course is to develop skills in formulating and implementing marketing strategies for brands and businesses. The course will focus on issues such as the selection of which businesses and segments to compete in, how to allocate resources across businesses, segments, and elements of the marketing mix, as well as other significant strategic issues facing today's managers in a dynamic competitive environment. ,A central theme of the course is that the answer to these strategic problems varies over time depending on the stage of the product life cycle at which marketing decisions are being made. As such, the PLC serves as the central organizing vehicle of the course. We will explore such issues as how to design optimal strategies for the launch of new products and services that arise during the introductory phase, how to maximize the acceleration of revenue during the growth phase, how to sustain and extend profitability during the mature phase, and how to manage a business during the inevitable decline phase.
Prerequisites: MKTG 611
Other Information: One half term. 0.5 cu
MKTG613 - Strategic Marketing Simulation (Course Syllabus)
Building upon Marketing 611, Marketing 613 is an intensive immersion course designed to develop skills in formulating and implementing marketing strategies for brands and businesses. The central activity will be participation in a realistic integrative product management simulation named SABRE. In SABRE, students will form management teams that oversee all critical aspects of modern product management: the design and marketing of new products, advertising budgeting and design, sales force sizing and allocation, and production planning. As in the real world, teams will compete for profitability, and the success that each team has in achieving this goal will be a major driver of the class assessment. ,The SABRE simulation is used to convey the two foci of learning in the course: the changing nature of strategic problems and their optimal solutions as industries progress through the product life cycle, and exposure to the latest analytic tools for solving these problems. Specifically, SABRE management teams will receive training in both how to make optimal use of marketing research information to reduce uncertainty in product design and positioning, as well as decision support models to guide resource allocation.
Prerequisites: MKTG 611
Other Information: 0.5 cu
MKTG711 - Consumer Behavior (Course Syllabus)
Marketing begins and ends with the customer, from determining customers' needs and wants to providing customer satisfaction and maintaining customer relationships. This course examines the basic concepts and principles in customer behavior with the goal of understanding how these ideas can be used in marketing decision making. The class will consist of a mix of lectures, discussions, cases, assignments, project work and exams. Topics covered include customer psychological processes (e.g., motivation, perception, attitudes, decision-making) and their impact on marketing (e.g., segmentation, branding, and customer satisfaction). The goal is to provide you with a set of approaches and concepts to consider when faced with a decision involving understanding customer responses to marketing actions.
Prerequisites: Completion of MKTG 611
Other Information: Format: Lectures and discussion, case analyses, presentations.
MKTG712 - Data and Analysis for Marketing Decisions (Course Syllabus)
Firms have access to detailed data of customers and past marketing actions. Such data may include in-store and online customer transactions, customer surveys as well as prices and advertising. Using real-world applications from various industries, the goal of the course is to familiarize students with several types of managerial problems as well as data sources and techniques, commonly employed in making effective marketing decisions. The course would involve formulating critical managerial problems, developing relevant hypotheses, analyzing data and, most importantly, drawing inferences and telling convincing narratives, with a view of yielding actionable results.
Prerequisites: MKTG 611; STAT 613
Other Information: Format: Lecture, discussion, and cases.
MKTG721 - New Product Management (Course Syllabus)
This course provides a total immersion in the new product development process - from sourcing ideas and innovation, through new product sales forecasting. The focus is on collective learning, what works, what doesn't, and why. While the primary focus is the new product development process within a corporate structure, some coverage is given to key issues surrounding start-ups.
Prerequisites: MKTG 611
Other Information: Format: Lectures, cases, simulations, class discussions, and guest speakers.
MKTG724 - Advertising Management (Course Syllabus)
The purpose of this course is to provide students with an opportunity to learn and apply the major frameworks, theories, current research findings, principles and practices of effective advertising management as part of an Integrated Marketing Communications (IMC) program. By the end of this course, students should not only be familiar with a large body of advertising knowledge, but should also be able to apply this information to create and evaluate effective advertising strategies and tactics. The emphasis will be on: 1) understanding the psychology of customer motivation and persuasion; 2) crafting effective and creative messages; 3) making efficient selections and use of media; and 4) understanding metrics, all within the broader Integrated Marketing Communications perspective.
Prerequisites: Completion of MKTG 611; and MKTG 612 or MKTG 613. (May be taken concurrently with MKTG 612 or 613)
Other Information: Format: Case discussions, in-class exercises, lectures, group projects, guest lectures by marketing professionals.
MKTG725 - Principles of Retailing (Course Syllabus)
This course provides an interdisciplinary overview of the retailing industry. Primary focus will be on the customer facing activities of retailers, including assortment planning, private-label development and the management of in-store operations, and the back-door activities (forecasting and supply chain management) that support customer interaction. In addition, current issues facing retailers, such as customer relationship management, industry consolidation and supplier relations, will be explored. The course will also survey topics in finance, operations, information technology and real estate as they relate to retail.
Prerequisites: MKTG 611; and MKTG 612 or MKTG 613; or permission of instructor
Other Information: Format: Lecture and discussion, case analyses, and guest speakers.
MKTG727 - Digital Marketing and Electronic Commerce (Course Syllabus)
The effect of the Internet and related technologies on business and social institutions is more profound than that of any prior invention, including the printing press and the internal combustion engine. Furthermore, marketing plays a key role in shaping the modern consumption-led economies fueled by these technologies. MKTG 727 provides a research-based and framework-driven approach to understanding digital marketing and electronic commerce. ,The course is organized into two sections and utilizes relevant theory, empirical analysis, and practical examples, to develop the key learning points.Guest speakers will participate as well, as appropriate.
Prerequisites: Completion of MKTG 611; and MKTG 612 or MKTG 613.
Other Information: 0.5 c.u. One-half term. Students may not take both MKTG 727 and the full semester version of this course, MKTG 730x or MKTG 770 for credit.
MKTG733 - Marketing for Social Impact (Course Syllabus)
Private and public sector firms increasingly use marketing strategies to engage their customers and stakeholders around social impact. To do so, managers need to understand how best to engage and influence customers to behave in ways that have positive social effects. This course focuses on the strategies for changing the behavior of a target segment of consumers on key issues in the public interest (e.g., health behaviors, energy efficiency, poverty reduction, fund-raising for social causes). How managers partner with organizations (e.g., non-profits, government) to achieve social impact will also be explored.
Prerequisites: MKTG 611 or permission of instructor
Other Information: Format: Lecture, class discussion, simulations, cases and guest lecturers.
MKTG734 - Idea Generation and the Systematic Approach for Creativity (Course Syllabus)
The ability to solve problems creatively and generate change is a recognized standard of success and plays an important role in gaining a competitive advantage in many areas of business management. This course is designed to teach students several creative problem solving methodologies that complement other managerial tools acquired in undergraduate and graduate studies. The course offers students the opportunity to learn how to solve problems, identify opportunities, and generate those elusive ideas that potentially generate enormous benefits to organizations. The objectives of this course are to enhance the students' (a) creativity, (b) ability to innovate and (c) ability to identify, recruit, develop, manage, retain, and collaborate with creative people. ,The course includes: 1. A review of the literature on creativity, creative people, innovation, and design as well as the leadership and management of creative people and innovation. 2. Hands on learning of approaches for generating creative ideas. Students will have the opportunity of implementing the techniques studied in class. 3. Applications of creativity to selected management domains - Approaches to the generation of creative options are not limited to the development of products and services or businesses, but can be applied to all areas of management, business, and life. The purpose of these sessions is to explore the applications of creative approaches to marketing, advertising, organizational design, negotiations, and other management challenges. 4. Integration - Both via individual assignments and a group project in which interdisciplinary teams of students generate a creative product/service/customer
Other Information: Students may not take both MKTG 792 and MKTG 734 for credit. Students should check the course start date as this mini course may be held during the first or second half of the semester.
MKTG737 - Introduction to Brain Science for Business (Course Syllabus)
Brain science offers the potential to unlock the future of business, by providing new insights that can enhance decision-making, improve precision in design and marketing, build team chemistry and cultivate leadership, fine-tune selection and human performance, drive creativity and innovation, create social value, and optimize digital interaction. New developments in biometrics, implantable and wearable devices, genomics, proteomics, metabolomics, nutrition, and the human microbiome, offer the opportunity for enhanced precision and impact in marketing, finance, management, analytics, and education. ,This course will provide an overview of contemporary brain science and its applications to business. Students first will be introduced to the basic anatomy and physiology of the brain and become familiar with important techniques for measuring and manipulating brain function. The course will then survey major findings in neuroscience with applications to business, including selective attention and advertising; valuation and marketing; decision making; learning, innovation and creativity; and social influence, team-building, and leadership. The course will end with a discussion of ethics, brain-machine interactions, and artificial intelligence. Applications to business, education, sports, law, and policy will be discussed throughout.
Other Information: 0.5 c.u. (Half semester course) Check meeting dates. Students may not take both MKTG 851 (Special Topics version) and MKTG 737x for credit.
MKTG741 - Entrepreneurial Marketing (Course Syllabus)
This course focuses on the real life marketing challenges involved in launching an entrepreneurial venture. The primary goal of the course will to provide a roadmap for students seeking to actively engage as entrepreneurs, investors or managers in the startup culture. Many of the entrepreneurial marketing principles studied in this course will be equally applicable to mid-size and larger companies seeking new approaches to drive top-line growth. The course will address how start-ups, early growth stage and more mature companies have used entrepreneurial marketing as an essential competitive weapon to grow their businesses by gaining customers, driving revenue, acquiring funding and recruiting A-level employees, advisors and directors. Students will form teams and select an idea/concept for an entrepreneurial venture, and by the conclusion of the course will have developed a fully fleshed out and testable marketing plan. Preferably, the selected venture will be one that one or more members of the team would consider implementing, should their plan prove feasible.
Prerequisites: Completion of MKTG 611; and MKTG 612 or MKTG 613; and MKTG 712; (May take MKTG 612 or 613, and MKTG 712 concurrently); Students are discouraged from taking this course and MKTG 721 except with permission of an MBA adviser.
Other Information: Format: Guest speakers, lecture, class discussions, team project
MKTG754 - Pricing Policy (Course Syllabus)
The course provides a systematic presentation of the factors to be considered when setting price, and shows how pricing alternatives are developed. Analytical methods are developed and new approaches are explored for solving pricing decisions.
Prerequisites: Completion of MKTG 611; and MKTG 612 or MKTG 613. (May be taken concurrently with MKTG 612 or 613.) OIDD 612 and STAT 613 are recommended.
Other Information: Format: Lecture and discussion
MKTG760 - Law of Marketing and Antitrust (Course Syllabus)
See Legal Studies, LGST 205/805.
MKTG768 - Contagious: How Products, Ideas and Behaviors Catch On (Course Syllabus)
Why do some products catch on and achieve huge popularity while others fail? Why do some behaviors spread like wildfire while others 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? ,Interactive media, word of mouth, and viral marketing are important issues for companies, brands, and organizations. 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 on and entrepreneurs want their ideas to stick. This course will touch on four main aspects: (1) Characteristics of products, ideas, and behaviors that lead them to be successful. (2) 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 influence success.
Prerequisites: MKTG 711 and MKTG 712 are recommended but not required.
Other Information: Lecture, class discussion, cases. (Former MKTG 728)
MKTG770 - Digital Marketing, Social Media and E-Commerce (Course Syllabus)
MKTG 770 explores the digital marketing environment from both a consumer and business perspective. The course provides an overview of various online business models and delves into digital advertising and social media marketing techniques and technologies. A mixture of case studies, guest speakers and assignments, including one that uses real advertising data, translates theory into practice. It is recommended that students enrolling in the course be comfortable using Excel and are knowledgeable in applying regression analysis techniques. Students who would prefer a less technical course may wish to take MKTG 727, Digital Marketing and Electronic Commerce, a half cu course offered by the department.
Prerequisites: MKTG 611, and one of the following: MKTG 612 or MKTG 613
Other Information: Students may not take both MKTG 770 and the half semester version of this course, MKTG 727 for credit. This course replaces experimental course MKTG 730x.
MKTG771 - Models for Marketing Strategy (Course Syllabus)
In today's business environment, marketing executives are involved in complex decision-making and they become responsible for return on their marketing investments. The first objective of this course is to help participants become better executives. By exposing students to various analytical and computer-based tools, developed for solving marketing problems, it will help to prepare them for careers in industries such as consumer packaged goods, hi-tech, financial services, media and entertainment, pharmaceutical, consulting, and venture capital. The course's main focus is on various existing models, such as models that predict the consumer's dynamic adoption of an innovative product. However, at some point in their career, students may find themselves facing business problems for which a model can assist in making decisions, but no existing model is available. Hence, the second objective of the course is to provide participants with critical skills necessary to evaluate new models to which they may be exposed by attending presentations or reading the literature. The models to be discussed in the class have been implemented and proven useful in a wide range of industries (e.g., business-to-consumers and business-to-business). ,The course is not only about models, however. It also covers modeling needs. Some industries such as the media and entertainment or the pharmaceutical industries present unique problems and modeling needs. The third objective of the course is to expose participants to the nature and essence of such idiosyncratic problems as well as modeling needs in such industries. Overall, the course will make participants understand better critical marketing problems by analyzing them rigorously and will enhance their skills in either designing or evaluating models-based strategies.
Prerequisites: Completion of: MKTG 611; and MKTG 612 or MKTG 613; basic calculus; exposure to basic statistical analysis, and some tolerance for expressing critical ideas in simple math.
Other Information: Format: Evaluating marketing models; practicing with computer-based models and software; discussing case studies that describe modeling applications; group presentations of model-based marketing analysis and strategy.
MKTG775 - Managing Customer Value (Course Syllabus)
As the concept of CRM becomes common parlance for every marketing executive, it is useful to take a step back to better understand the various different behaviors that underlie the development of successful CRM systems. These "behaviors" include customer-level decisions, firm actions, and the delicate but complex interplay between the two. Accordingly this course is comprised of four main modules. ,We start with the discussion of customer profitability - focusing on the concepts of "customer lifetime value" and "customer equity". We will examine how to measure long-run customer profitability in both business-to-customer and business-to-business environments, and the uses of these measures as major components assessing overall firm valuation. Second, we move to the value that the firm provides to its customers - better understanding the true nature of customer satisfaction and its non-trivial relationship with firm profitability. Third, we examine each of the three main components of the firm's management of its customer base: customer acquisition, development, and retention - and the complex resource allocation task that must be balanced across them. Finally, we conclude with a discussion of various tactical and organizational aspects of customer relationship management.
Other Information: Format: Lecture and discussion
MKTG776 - Applied Probability Models in Marketing (Course Syllabus)
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.
Prerequisites: Students must have a high comfort level with basic integral calculus, and recent exposure to a formal course in probability and statistics is strongly recommended.
Other Information: Format: Lecture, real-time problem solving
MKTG777 - Marketing Strategy (Course Syllabus)
This course views marketing as both a general management responsibility and an orientation of an organization that helps one to create, capture and sustain customer value. The focus is on the business unit and its network of channels, customer relationships, and alliances. Specifically, the course attempts to help develop knowledge and skills in the application of advanced marketing frameworks, concepts, and methods for making strategic choices at the business level.
Prerequisites: Completion of MKTG 611; and MKTG 612 or MKTG 613.
Other Information: Format varies by instructor. Typically: case, lecture, group projects and class discussion. See syllabus.
MKTG778 - Strategic Brand Management (Course Syllabus)
Which brands make you happy? Apple? Amazon? Starbucks? Everlane? Soulcycle? Sweetgreen? What draws you into these brands? How do companies create compelling brand experiences? How could you cultivate a well-loved brand? This course explores such questions with the goal of identifying the ingredients for building an inspired brand. The course is created for students interested in building a brand and/or immersing themselves in the enhancement of an existing brand, and it is comprised of lectures, cases, guest speakers, discussions, in and out of class exercises, and a final project. Broadly, the course will be divided into four parts: 1) Understanding Brand, 2) Crafting Brand, 3) Measuring Brand, and 4) Managing Brand. The course will provide students with an appreciation of the role of branding and (taking a consumer-centric approach) will augment students' ability to think creatively and critically about the strategies and tactics involved in building, leveraging, defending, and sustaining inspired brands.
Prerequisites: MKTG 611; and MKTG 612 or MKTG 613.
Other Information: Format: Lectures, cases, discussions, exercises, and a group project.
MKTG806 - Special Topics: Retail Merchandising (Course Syllabus)
RETAIL MERCHANDISING; This course introduces the role of merchandising at various retailers with an emphasis on apparel and soft-line businesses. Selected topics will include product development, line planning, sourcing, product lifecycle, forecasting, buying, planning and vendor relations. Special emphasis will be placed on current trends in retail merchandising through current articles and industry guest speakers. The objective of this course is to familiarize students with merchandising theory and strategies considered to be current best practices in retailing.
Prerequisites: MKTG 611 or MKTG 725
Other Information: 0.5 cu half credit course. Format: Lecture, discussion.
MKTG809 - Special Topics: Experiments for Business Decision Making (Course Syllabus)
EXPERIMENTS FOR BUSINESS DECISION MAKING: In the past decade, massive shifts in how companies interact with their customers have suddenly made field experiments an economically feasible way to learn about a variety of business questions such as what types of promotions are most effective, what products should be stocked at a store, how e-mail promotions should be designed, how sales staff should be compensated, etc. Many marketers engaged in online retailing, direct-marketing, online advertising, media management, etc. are rapidly embracing a "test and learn" philosophy and a number of platforms such as Google Website Optimizer, have been developed to facilitate rigorous field experiments in the online environment. Just as with the quality revolution in manufacturing during the 1980s and 1990s, the rapid rise of the "test and learn" philosophy in marketing has created a huge demand for those who can design, field, and analyze marketing experiments. ,Through this course, you will learn and practice a wide range of critical skills, from the statistical methods used to design and analyze experiments to the management and strategy required to execute an experiment and act on the results. Although the cases and examples will focus on marketing problems, the material covered can be applied in a number of other domains particularly operations management and product design.
Prerequisites: MKTG 611 required; STAT 431 or equivalent required; MKTG 712 recommended but not required.
MKTG850 - Special Topics - Consumer Neuroscience (Course Syllabus)
CONSUMER NEUROSCIENCE: How can studying the brain improve our understanding of consumer behavior? While neuroscience made tremendous strides throughout the 20th century, rarely were meaningful applications developed outside of medicine. Recently, however, breakthroughs in measurement and computation have accelerated brain science and created a dizzying array of opportunities in business and technology. Currently, applications to marketing research and product development are experiencing explosive growth that has been met with both excitement and skepticism. This mini-course provides an overview of the neuroscience behind and the potential for these developments. Topics will range from well-known and widely used applications, such as eye-tracking measures in the lab and field, to emerging methods and measures, such as mobile technologies, face-reading algorithms, and neural predictors of marketing response. ,The course will also discuss applications in branding and product development, including wearable physiological devices and apps, sensory branding for foods and fragrances, pharmaceuticals and medical devices, and neuroscience-based products designed to enhance cognitive functions. These applications stem from many subfields of cognitive neuroscience, including attention, emotion, memory, and decision making. This course is self-contained and has no prerequisites. However, students with some background in business, economics, psychology, and/or neuroscience are likely to find the material covered in this course complementary to their existing knowledge.
Other Information: 0.5 CU half credit course
MKTG851 - Special Topics: Introduction to Brain Science for Business (Course Syllabus)
INTRODUCTION TO BRAIN SCIENCE FOR BUSINESS: Brain science offers the potential to unlock the future of business, by providing new insights that can enhance decision-making, improve precision in design and marketing team chemistry and cultivate leadership, fine-tune selection and human performance, drive creativity and innovation, create social valus, and optimize digital interactions. New developments in biometrics, implantable and wearable devices, genomics, proteomics, metabolomics, nutrition, and human microbiome, offer the opportunity for enhanced precision and impact in marketing, finance, management, analytics, and education. ,This course will provide an overview of contemporary brain science and its applications to business. Students first will be introduced to the basic anatomy and physiology of the brain and become familiar with important techniques for measuring and manipulating brain function. The cours e will then survey major findings in neuroscience with applications to business, including selective attention and advertising; valuation and marketing; decision making; learning , innovation and creativity; and social influence, team-building, and leadership. The course will end with a discussion of ethics, brain-machine interactions, and artificial intelligence. Applications to business, education, sports, law and policy will be discussed throughout.
Other Information: 0.5 cu. One-half term. This course is now offered as MKTG737x.
MKTG852 - Special Topics - Marketing Analytics (Course Syllabus)
MARKETING ANALYTICS: Companies are currently spending millions of dollars on data-gathering initiatives - but few are sucessfully capitalizing on all this data to generate revenue and increase profit. Moving from collecting data to analysis to profitable results requires the ability to forecast and develop a business rationale based on identified data patterns. ,Marketing Analytics will cover the three pillars of analytics - descriptive, predictive and prescriptive. Descriptive Analytics examines different types of data and how they can be visualized, ultimately helping you leverage your findings and strengthen your decision making. Predictive Analytics explores the potential uses of data once collected and interpreted. You will learn to utilize different tools, such as regression analysis, and estimate relationships among variables to predict future behavior. Prescriptive Analytics takes you through the final step - formulating concrete recommendations. These recommendations can be directed toward a variety of efforts including pricing and social-platform outreach.
Prerequisites: MKTG 611 and STAT 613
Other Information: 0.5 cu half credit course. Check course meeting dates. Students should register for this course before the end of the Course Selection period (September for fall, January for spring) for sections offered in the SECOND half of the term.
MKTG853 - Special Topics: Design Thinking - A Human-Centered Approach to Innovation (Course Syllabus)
DESIGN THINKING - A HUMAN-CENTERED APPROACH TO INNOVATION: In this hands-on experiential course, students will partner with a local start-up to apply design thinking steps taught throughout the course. Students will learn how to uncover deep consumer needs, effectively ideate, and create rapid prototypes to test their ideas with real customers. This class is well suited for those interested in careers in innovation or management consulting, marketing, product management, technology, or entrepreneurship. No prior experience or requirements are needed for this course.
MKTG854 - Special Topics: Visual Marketing (Course Syllabus)
VISUAL MARKETING: As consumers, we are constantly exposed to advertisements and experience visual messages from product packages in stores, retail displays, and products already owned. In essence, visual marketing collateral is omnipresent and is an essential part of corporate visual identity, strategy, branding, and communication. Some of this falls to creative graphic design, but advertising, design, and marketing can also be significantly enhanced by knowledge of how visual information and its presentation context can be optimized to deliver desirable and advantageous messages and experiences. This course will emphasize how to measure, interpret, and optimize visual marketing. This course will use lectures, discussions, exercises and a group project, to help students understand the underlying processes that influence our visual perception and visual cognition. Students will learn about the theoretical processes and models that influence, attention and visual fluency. Students will also be exposed to eye-tracking instruments that help measure eye movement. Finally, we will explore how visual stimuli can influence consumer memory, persuasion, and choice. We will examine practical applications in marketing, advertising, packaging, retail, and design contexts.
Other Information: 1.0 c.u. In-class exercises, team-based learning, discussions, and lectures.
MKTG890 - Advanced Study Project (ASP) (Course Syllabus)
RETAIL ECOSYSTEM ACTION LEARNING PROJECTS: This course offers graduate students from Wharton and other Penn schools an opportunity to work on real-world projects for companies in the retail industry and in the wider retail ecosystem. It requires the exploration and analysis of actual business issues or opportunities identified by sponsoring/client companies, as well as the formulation of recommendations. It combines 1) academic principles, 2) application of prior business knowledge to the project at hand, and 3) a solutions-oriented mentality. In addition to supervised project work and regular updates to the corporate client/project sponsor, the course involves classroom meetings and discussions on topics pertaining to the projects. While this course focuses on "marketing" topics, projects might also incorporate topics from related disciplines such as operations, management of innovation & technology, data analytics, international management, design, and real estate. Indeed, the goal will be to constitute interdisciplinary teams from Wharton and other relevant Penn graduate schools. ,ADVANCED STUDY PROJECT (GENERAL): The principal objectives of this course are to provide opportunities for undertaking an in-depth study of a marketing problem and to develop the students' skills in evaluating research and designing marketing strategies for a variety of management situations. Selected projects can touch on any aspect of marketing as long as this entails the elements of problem structuring, data collection, data analysis, and report preparation. The course entails a considerable amount of independent work. (Strict library-type research is not appropriate) Class sessions are used to monitor progress on the project and provide suggestions for the research design and data analysis. The last portion of the course often includes an oral presentation by each group to the rest of the class and project sponsors. Along with marketing, the projects integrate other elements of management such as finance, production, research and development, and human resources.
Prerequisites: MKTG 611 and MKTG 725. Completion of MKTG 725 or a background in retailing is preferred.
MKTG893 - Advanced Study: Marketing in Emerging Economies: Understanding & Marketing to the Chinese and Indian Consumer (Course Syllabus)
This course is a two part series. The first part concentrates on the Indian Consumer and the second part concentrates on the Chinese Consumer. India and China add up to half of the world's population. Each presents its own challenges and opportunities. US and European MNCs have been in both countries for many years, but emerging market MNC's are becoming stronger and in many cases overtaking US and European companies despite their strong brands and know-how. ,Marketing to the Indian Consumer will provide a careful understanding of: The opportunity and challenges in the Indian consumer market 2) Various segments within the Indian consumer market. 3) Consumer psychology and decision making processes in each segment 4) Distribution channels in Indi Media in India: Mass, Local and non-traditional. 6) Bottom of the pyramid consumers and rural markets. 7) Product design and development decisions. The course will focus on the following industries: consumer packaged goods, mobile phones, financial services (insurance and banking), healthcare, sports and entertainment, and transportation. The course will involve case studies from local and international companies, guest lecturers, and visits to consumer homes to observe their tastes, habits, and preferences. ,Marketing to the Chinese Consumer will provide students with a critical understanding of the Chinese consumer, distribution channels, pricing environment, branding and competitive dynamics so as to enhance their ability to market to the Chinese consumer successfully. The course will consist of a combination of lectures, case studies, presentations by industry experts, and a short evening field trip.
Other Information: Indian Consumer Section of the Course offered in Mubai, India The Chinese Consumer Section of the Course will be taught in Bejing, China.
MKTG895 - Global Business Week (Course Syllabus)
GLOBAL BUSINESS WEEK: MKTG 895 is one in an array of Global Business Week (GBW) study tour courses offered by various departments across Wharton. Each of the GBW courses offered in a term, will entail travel to a different part of the world and address a different element of economic driver for a country or industry. A faculty member will drive the topic and curriculum associated with a study tour to a region of the world where the study of a topic will provide insights and clarity available only by being in country. In country lectures from the lead faculty and area experts in industry, academia and government will form much of the basis of class time. In addition, students will experience relevant company and cultural settings where they will again hear from industry experts. Each course will require an individual student paper, a participation component, and a pre-travel or in-country set of assignments. See course syllabus for details. ,CUSTOMER CENTRICITY AT THE LEADING EDGE OF ANALYTICS AND TECHNOLOGY: LEARNING FROM SCANDINAVIA. Instructor: Peter Fader. The concept of "customer centricity," i.e., that not all customers are created equal, is gaining credibility and traction. More and more firms are coming to the realization that understanding and leveraging the behavioral differences across customers can potentially be more sustainably profitable than more conventional product- centric thinking that continues to dominate today's business landscape. At the heart of this transformation are three critical ingredients data, analytics, and technology. Using customer data at a granular level allows firms greater visibility into customer interactions, their use of social media, biometrics, and geolocation as tools to enhance business models and even create new ones. It allows a firm to be deliberate about which customers to go after and what kinds of services to provide them. For many, the key to profitable growth lies in successfully harnessing and developing the tools, organizational structures, and corporate cultures that create and enhance these capabilities. ,Companies in Scandinavia are using these approaches in unique ways and more prevalently than in other regions of the world. Their unique ecosystem is a key to creating organizations that can flourish right out of the gate, and to help established ones adapt and change successfully. Ultimately the course will examine how customer centricity enables firms to change their interaction with consumers, vendors, government, and other ecosystem players in facilitating these changes.
Other Information: Wharton Executive MBA Course. Course must be taken for a grade (no pass/fail option) and will be subject to the standard CMGPA and LT requirements for MBA courses.
MKTG897 - Advanced Study: Luxury Branding and Retailing in Italy and Beyond
New retail brands and opportunities for growth are emerging at an unprecedented rate, for online retailers and offline retailers alike. In this course we will: (1) articulate key principles for successful branding and for understanding consumer shopping behavior in retail environments, (2) demonstrate unique challenges and opportunities that luxury brands face, and (3) discuss concepts and empirical methods for analyzing consumer shopping behavior.
MKTG899 - Independent Study
A student contemplating an independent study project must first find a faculty member who agrees to supervise and approve the student's written proposal as an independent study (MKTG 899). If a student wishes the proposed work to be used to meet the ASP requirement, he/she should then submit the approved proposal to the MBA adviser who will determine if it is an appropriate substitute. Such substitutions will only be approved prior to the beginning of the semester.
Prerequisites: MKTG 611; and MKTG 612 or MKTG 613; and the written permission of instructor and the department MBA faculty advisor
INFREQUENTLY OFFERED COURSES
The following courses are not being offered in the current term, but have been approved as permanent or experimental courses in the Marketing Department.
MKTG733 - Marketing for Social Impact
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.
MKTG891 - Thesis
MKTG 891-I and MKTG 891-II Preparation of a thesis under individual supervision of a faculty member. The student selects the thesis topic. Written approval of the student’s topic and acceptance of the student as an advisee must be obtained from a faculty member before the student can elect the two-term thesis options.
Other Information: Permission from the Department is required for this two term, two credit individual project.
MKTG809 - SPECIAL TOPICS: Experiments for Business Decision Making
In the past decade, massive shifts in how companies interact with their customers have suddenly made field experiments an economically feasible way to learn about a variety of business questions such as what types of promotions are most effective, what products should be stocked at a store, how e-mail promotions should be designed, how sales staff should be compensated, etc. Many marketers engaged in online retailing, direct-marketing, online advertising, media management, etc. are rapidly embracing a “test and learn” philosophy and a number of platforms such as Google Website Optimizer, have been developed to facilitate rigorous field experiments in the online environment. Just as with the quality revolution in manufacturing during the 1980s and 1990s, the rapid rise of the “test and learn” philosophy in marketing has created a huge demand for those who can design, field, and analyze marketing experiments.
Through this course, you will learn and practice a wide range of critical skills, from the statistical methods used to design and analyze experiments to the management and strategy required to execute an experiment and act on the results. Although the cases and examples will focus on marketing problems, the material covered can be applied in a number of other domains particularly operations management and product design.
Other Information: Last offered 2016C. STAT431 or equivalent is required as a prerequisite for this course
Visual Aesthetics and Style in Retail Merchandising
This course is a visual and practical approach of understanding global styles and it involves readings, active participation in the creation of lifestyle boards, brand books, exercises to develop all the senses and the development of a total lifestyle concept. Students will be exposed to the Through the Whitaker Lifestyle Segementation of the Global Consumer system and will learn: you will learn: How to anticipate and predict consumers needs and their style evolution; How to identify new retail opportunities; How to create innovative retail concepts and brands; How to merchandise the appropriate products for a specific lifestyle; and How to develop your intuition and creative power. In addition, students will critically evaluate this style segmentation system and compare it to other segmentation approaches. This course is relevant for students interested in developing their intuition and creativity. The topics of this course are a foundation for anyone working in any area of the retail industry: marketing, merchandising, visual merchandising, store design,
planning, advertising, etc. (Last offered 2010A as MKTG792)
The course will use design as the medium to link consumer need to retail. This will include basic design elements, such as space, form and color, as well as retail-specific topics like point-of-purchase displays. Both macro and micro elements of retail design will be explored, including issues from mall development to individual customer transactions. Selected topics may include principles of design, environmental design, stroe design (micro and macro), graphic arts, visual merchandising, comparison of shopping venues, role of consumer behavior and psychology as drivers for design and architecture and design of virtual retailing channels (online and catalog). (Last offered in 2005A as MKTG897)
COURSE NUMBERING CONVENTIONS
- 600-699 Core Courses and MBA Courses Cross listed with other departments
- 700-719 Reserved for Basic or Required Courses
- 720-759 0.5 cu Electives
- 760-799 1.0 cu Electives
- 800-899 Reserved for Independent Study, Advanced Study, Global Modular, Special Topics, and Center Specific Courses