John McCoy is an Assistant Professor of Marketing at the Wharton School. His research deals with the processes underlying human judgment and decision making, and applying our knowledge of such processes to problems in marketing. Methodologically, he uses a combination of behavioral experiments and computational modeling, drawing on ideas and techniques from psychology, economics, marketing, Bayesian statistics, and computer science. Much of his current work focuses on better ways to aggregate judgments from multiple individuals, including in situations where the majority may be wrong and the truth may be unverifiable. Popular accounts of his work have appeared in places like the Wall Street Journal, NPR, and the New Yorker.
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.
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.
MKTG973 - RESEARCH SEM MKTG PART A
This course is taught collectively by the faculty members from the Marketing Department. It is designed to expose Doctoral students to the cutting-edge research in marketing models in order to help them to define and advance their research interests. This course will offer: in-depth discussions on some important topics in marketing by experts in respective areas; tools, and methodologies required for conducting research in those areas; broad exposure to our faculty members and their proven research styles.
MKTG999 - INDEPENDENT STUDY
Requires written permission of instructor and the department graduate adviser.