Detailed Course Descriptions - First Trimester
Text: Marketing Management by Philip Kotler and Kevin Keller
| Professor / Speaker | Topic |
|---|---|
| Dr. Marci Armstrong | Marketing to Win in a Challenging Economy In this introductory session, we establish a simple marketing foundation upon which the rest of the program will be built. In addition, we carefully consider the effect of the current global recession and the difficult decisions companies have made in order to survive. Ten top marketing strategies for thriving in these tough times are introduced with emphasis on enhancing the customer experience, strengthening customer loyalty and preparing to grow when economic conditions improve. |
| Dr. Richard Briesch | Marketing Segmentation & Product Positioning In this session, you will understand why companies segment, how it leads to greater efficiency for marketing and learn different types of segmentation. You will learn key elements of positioning, i.e., how to position a brand/company, benchmark best practices for positioning and how to evaluate your company's positioning. |
| Dr. Priyali Rajagopal | Consumer and Organization Buyer Behavior In this session, we will focus on understanding the psychology that underlies the buyer behavior of individual consumers and organizations. We will examine frameworks of decision-making processes and factors that influence these processes. |
| Dr. Robert Britton & Dr. Dan Howard | Delivering Service Quality: A Study of American Airlines The first part of the class is an introduction to service quality - what it is, how it can be measured, how it can be improved and whether it can provide competitive advantage. Then we move into a case study of American Airlines, discussing appropriate definitions and limitations on improving quality in a challenging industry, and framing theoretical constructs with practical, real-world examples. |
| Dr. Tassu Shervani | Global Marketing Strategy Main points covered: Elements of a market-oriented strategic plan, the stages and process of developing a marketing strategy, the impact of contingencies in marketing strategy and integrating a marketing stategy with a corporate business strategy. |
| Dr. Jim Kindley | Innovation and the Creation of Value This session focuses on innovation as a key driver of marketing and corporate strategy resulting in meaningful differentiation of products and services and competitive advantage. Material covered will include discussion of sustaining and disruptive innovation, innovation adoption, customer focused ideation, and management of the new product process. |
| Dr. Priyali Rajagopal | Brand Equity "Brand Equity, Managing for Long-term Brand Value" discusses key elements of branding including brand equity, the brand promise and brand personality. Through multiple examples and in-depth case analysis, the class explores how brands are used, how brands create value for the organization, and how firms must nurture and invest in brands to keep them as profitable assets of the organization. |