Undergraduate Program Course Descriptions

MKTG101 - INTRO TO MARKETING (Course Syllabus)

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 advanced electives in Marketing as well as other business/social disciplines. Topics include marketing strategy, customer behavior, segmentation, market research, product management, pricing, promotion, sales force management and competitive analysis.

Other Information: For fall and spring semesters, you must be registered for one of the 20 recitation sections (MKTG101201 through MKTG101220) AND a lecture section (MKTG101001 or MKTG101002). Failure to sign up for both a recitation and a lecture will result in you being dropped from the course. PLEASE NOTE: Recitation Section MKTG101220 is reserved only for Joseph Wharton Scholars.

MKTG211 - CONSUMER BEHAVIOR (Course Syllabus)

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 the application of buyer behavior concepts to marketing management decisions and social policy decision-making; and (3) to develop analytical capability in using behavioral research.

Prerequisites: MKTG 101

MKTG212 - DATA & ANLZ FOR MKTG DEC (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 101, and STAT 101 or equivalent. CNPS minors may take STAT 111 or STAT 430 instead of STAT 101.

Other Information: (Former course title Marketing Research.)

MKTG221 - NEW PRODUCT MANAGEMENT (Course Syllabus)

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.

Prerequisites: MKTG 101; NOTE: Students may not take this course and MKTG 262 for credit.

Other Information: 0.5 c.u. One-half term. Check meeting dates. Students must 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.

MKTG224 - ADVERTISING MANAGEMENT (Course Syllabus)

Immersion in the advertising development process and examination of the practice of advertising. Focuses on decisions regarding advertising objectives, copy selection, budget setting and media selection.

Prerequisites: MKTG 101 or permission of instructor; NOTE: Students may not take this course and MKTG 265 (formerly MKTG 235) for credit.

Other Information: 0.5 c.u. One-half term. Check meeting dates. Students must 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.

MKTG225 - PRINCIPLES OF RETAILING (Course Syllabus)

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.

Prerequisites: MKTG 101

Other Information: 0.5 c.u. One-half term. Check meeting dates. Students must 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.

MKTG227 - MKTG AND ELECTRONIC COMM (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 is critical to the success of firms that will shape the consumption-led economies that are fueled by these technologies. MKTG 227 provides a research-based and framework-driven approach to succeeding in this environment, through a rigorous 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: MKTG 101

Other Information: 0.5 c.u. One-half term. Check 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. Students may not take both MKTG 227 and the full semester version of this course, MKTG 270 (formerly MKTG 230x) for credit.

MKTG234 - 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 292 and MKTG 234 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.

MKTG237 - BRAIN SCIENCE F/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, 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.

Prerequisites: None

Other Information: 0.5 c.u. One-half term. Students may not take both MKTG 351 (Special Topics version) and MKTG 237x for credit. Check meeting dates. Students must register for this course before the end of the Course Selection period (September for fall, January for spring). The same deadline applies to all sections whether they are offered in the FIRST half and or SECOND half of the semester.

MKTG241 - ENTREPRENEURIAL MKTG (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: 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.

Other Information: 0.5 c.u. One-half term. Check meeting dates. Students must 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.

MKTG242 - MULTINATIONAL MARKETING

Global marketing is an extremely demanding discipline but, from a career standpoint, one which is both challenging and rewarding. Inherent to the success of any global marketing professional, yet many times overlooked and/or underappreciated, is the critical nature of human understanding and relationships in business planning and execution. This is especially relevant in today's business environment when you consider the dual multinational company imperative of continued revenue and profit growth in mature markets and successfully expanding into new growth and emerging markets. This course assumes an understanding of marketing principles and some exposure to and appreciation of the global environment. The objective of the course is to provide an understanding of how the global environment (particularly cultural diversity) affects the application of marketing principles and business practice on a global basis and the competencies necessary to be a successful global manager.

Prerequisites: MKTG101

Other Information: 0.5 c.u. One-half term (Former MKTG 282)

MKTG254 - PRICING POLICY (Course Syllabus)

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.

Prerequisites: MKTG 101 and sophomore standing.

Other Information: 0.5 c.u. One-half term. Students can not take both MKTG 254 and the full semester version of this course, MKTG 288, for credit. Check meeting dates. Students must 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.

MKTG260 - LAW OF MKTG & ANTITRUST (Course Syllabus)

See Legal Studies, LGST 205

Prerequisites: MKTG 101

Other Information: (Former MKTG 236)

MKTG262 - NEW PRODUCT DEVELOPMENT (Course Syllabus)

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.

Prerequisites: MKTG 101 recommended but not required

Other Information: NOTE: Students may not take both MKTG 262 and MKTG 221 for credit

MKTG265 - PRINCIPLES OF ADVERTISNG (Course Syllabus)

This course focuses on advertising via all media - print, digital, video, TV, Internet, etc. Emphasis is placed on understanding the communication development process and consumer behavior (psychology), the measurement and evaluation of advertising effects, and developing appropriate media plans.

Prerequisites: MKTG 101.

Other Information: Students should not take both MKTG 265 (full semester version) and MKTG 224 (mini course version), since credit will not be given for both courses.

MKTG266 - MKTG 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, fundraising for social causes). How managers partner with organizations (e.g., non-profits, government) to achieve social impact will also be explored.

Prerequisites: MKTG 101 or instructor permission

Other Information: Students may not take both MKTG 266 and MKTG 233 for credit.

MKTG270 - DGTL SOCIAL & E-COM MKTG (Course Syllabus)

MKTG 270 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 227, Digital Marketing and Electronic Commerce, a half cu course offered by the department.

Prerequisites: MKTG 101

Other Information: Students may not take both MKTG 270 and the half semester version of this course, MKTG 227 for credit. This course replaces experimental course MKTG 230x.

MKTG271 - MODELS FOR MKTG 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: MKTG 101, STAT 101 and some tolerance for expressing critical ideas in simple math

MKTG277 - 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: MKTG 101 or permission from instructor.

Other Information: Lectures, discussions, cases

MKTG278 - STRATEGIC BRAND MGMT (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 101

MKTG288 - PRICING STRATEGIES (Course Syllabus)

This course is designed to equip students with the concepts, techniques, and latest thinking on pricing issues, with an emphasis on ways in which to help a firm improve its pricing. The orientation of the course is about practice of pricing, not theory. We will focus on how firms can improve profitability through pricing, look at how firms set their prices and how to improve current practices to increase profitability. The first part of the course focuses on how to analyze costs, customers, and competitors in order to formulate proactive pricing strategies. The second part focuses on price promotions, price bundling, price discrimination, versioning, nonlinear pricing, pricing through a distribution channel, dynamic pricing, etc.

Prerequisites: MKTG 101

Other Information: Students may not take both MKTG 288 and MKTG 254 for credit.

MKTG292 - CREATIVITY

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 student's (a) creativity (b) ability to innovate and (c) ability to identify, recruit, develop, manage, retain, and collaborate with creative people. The course includes: interaction with guest lecturers; a review of the literature on creativity, creative people, innovation, and design as well as the leadership and management of creative people and innovation; hands on learning of approaches for generating creative ideas; applications of creativity to selected management domains; and integration via individual assignments and a group project in which interdisciplinary teams of students generate a creative product, service, customer experience, business or strategy.

Prerequisites: MKTG101

Other Information: Format: Lecture, class discussion, guest speakers.

MKTG306 - SPECIAL TOPICS (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 101 or MKTG 225

Other Information: 0.5 c.u., One-half term. Check meeting dates. Students must 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.

MKTG309 - SPECIAL TOPICS (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 101 or faculty permission is required; STAT 101, STAT 431, or equivalent is recommended.

Other Information: (Former MKTG 269)

MKTG350 - SPECIAL TOPICS (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.

Prerequisites: None.

Other Information: 0.5 c.u. One-half term. Check 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.

MKTG351 - SPECIAL TOPICS (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 cour se 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. One-half term. Check 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.

MKTG352 - SPECIAL TOPICS (Course Syllabus)

MARKETING ANALYTICS: Companies are currently spending millions of dollars on data-gathering initiatives - but few are successfully 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 101, and STAT 101 or equivalent

Other Information: 0.5 cu credit course. Check course start date.

MKTG353 - SPECIAL TOPICS

Prerequisites: MKTG101

MKTG399 - INDEPENDENT STUDY

Prerequisites: MKTG 212 and written permission of instructor and the department undergraduate advisor

Other Information: Content arranged by project supervisor, 1.0 c.u

MKTG476 - APPL PROB MODELS MKTG (Course Syllabus)

This course will expose students to the theoretical and empirical "building blocks" that will allow them to construct, estimate, and interpret powerful models of consumer 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.

Prerequisites: A high comfort level with basic integral calculus and recent exposure to a formal course in probability and statistics such as STAT 430 is strongly recommended.

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