|
|
Curriculum |
|
|
MKTG 430 Marketing ManagementI (1): Marketing functions, activities, and institutions for students with no previous formal coursework in marketing. Case studies supplemented by special readings. MKTG 430 is a Prerequisites: Prerequisite to all courses listed below.
MKTG 450 Research Methods in Marketing (1): Techniques for gathering and appraising information needed in marketing, planning, and control. Primary data collection and analysis and the evaluation of research results. Problem formulation and comparison of cost and value of information. Prerequisites: MGR EDS 434.
MKTG 451 Marketing Channel Strategies (1): Marketing channels as social, economic, and political systems. Behavioral dimensions of channel relations: the roles of channel members, their use of power, the conflicts arising among them, and their communication procedures. Economic and structural dimensions of retailing, wholesaling, and physical distribution. Constraints on channel activities.
MKTG 452 Marketing Behavior (1): Complex systems of communication in marketing. Role of culture and its effects on product discrimination. Social class, personality, symbolism, and persuasion from the point of view of the marketing manager.
MKTG 453 Business Marketing (1): Topics include consideration of the firm as a value generating enterprise, research and planning for business markets, value-in-use pricing, use of marketing communications to support and augment the salesforce, selling through industrial distributors, marketing technology-based products, and building and sustaining working relationships with customer firms.
MKTG 454 Advertising Strategy (1): Advertising objectives and budget, media strategy, client-agency relationships, and measuring advertising effectiveness.
MKTG 456 International Marketing Channels (1): Analyze marketing channels from economic, social, and political viewpoints. Topics include formation of channel systems and methods of channel coordination, power and conflict among channel members, organization patterns in channel systems and management of specific channel system forms. Outside speakers provide insight on penetrating foreign markets, legal constraints facing companies seeking overseas distribution, and managing ongoing channel relationships in a transnational context.
MKTG 457 Quantitative Marketing Models (1): Use of management science tools to improve marketing decision making in such areas as strategic marketing, advertising, pricing, distribution, new products, and market segmentation. Emphasis is on marketing model development, implementation, and use. Prerequisites: MGR EDS 434.
MKTG 458 Models of Consumer Behavior (1): Application of behavioral science theory to marketing management.
MKTG 459 Services Marketing and Management (1): Classic marketing topics such as pricing distribution, with an eye toward distinct needs of services (for example, managing demand fluctuations and franchising). New issues also arise, such as empowerment of employees in the customer service arena, and relationship management in professional and business services.
MKTG 462 Sales Promotion and Retailer Behavior (1): Issues of pricing, profitability, consumer response, and the nature of specific kinds of promotions. Reactions of retailers are studied, as are key customers of consumer products companies, and the role of database marketing.
MKTG 463 Sales Force Management (1): Strategic and tactical aspects of salesforce management. Appropriate for those interested in sales management or jobs with companies whose revenues and profits depend on a productive salesforce.
MKTG 465 Introduction of New Products and Services (1): Identification of market opportunities, design of a new product or service and its corresponding marketing mix, testing the product and a marketing strategy, and introduction of the product or service. Prerequisites: MKTG 450.
MKTG 466 Marketing Strategy (1): Management of marketing activities by the chief marketing executive, including development of general marketing programs in concrete situations.
MKTG 468 Technology Marketing (1): Focuses on strategic marketing decisions in technology firms. Students develop spreadsheet-based forecasting models, and play a strategy simulation called DigiStrat-PhotoWars developed for the course.
MKTG 471 Transportation Marketing- Domestic/International (1): Concepts of industrial and service marketing applied to the management of freight transportation enterprises. Examines marketing challenges in commercial passenger air transportation. Topics: customer buying centers, market segmentation and positioning, application of marketing concepts. Prerequisites: Permission of instructor.
MKTG 475 Issues in Marketing (1): Current issues; topics vary. May be repeated for credit with change of topic.
MKTG 476 Introduction to Applied Econometrics 1 (1): An introduction to applied econometrics for Kellogg graduate students interested in quantitative research.
MKTG 499 Independent Study (1-3) : Permission of instructor and department required. May be repeated for credit.
MKTG 512 Marketing Seminar: Creative Marketing Strategies (3) : Case projects undertaken by students, either individually or in small groups. Prerequisites: Advanced marketing courses.
MKTG 520 General Seminar for Ph.D. Candidates (1): Required for Ph.D. candidates in marketing. Concepts and research methods in marketing.
MKTG 530 Special Topics in Marketing (1): Doctoral-level course offered on a one-time basis dealing with a special topic in the marketing field. Addresses a specific need within the program’s curriculum and/or a trend in the field.
MKTG 590 Research (1-3) : Independent investigation of selected problems pertaining to thesis or dissertation. May be repeated for credit.
|
|
|
|
