| source Georgetown (X) |
level |
department Marketing (X) |
Credits: 3
Score: 9.69652 Details | Listing | Web page
The theory and application of marketing research as a tool for the decision-making process. Special emphasis on problem definition, research design, sampling procedure, data collection, statistical analysis, interpretation of data and reporting of research findings. Computer lab assignments and projects.
Score: 9.69652 Details | Listing | Web page
This course familiarizes students with concepts and findings from the behavioral sciences and their application to marketing decision making. Topics include perception, learning, memory, motivation, persuasion, decision making, and group influence, as relevant to consumer response to marketing mix elements. The goal of the course is developing student knowledge of consumer psychology theories and their practical applications in marketing.
Score: 9.69652 Details | Listing | Web page
Fundamental concepts, principles, and theories of marketing in an international setting are considered. The course focuses on the technique of entering foreign markets; conducting marketing research studies in foreign markets; and the development of product, pricing, promotional, and distribution policies and strategies for foreign markets. The material is presented from the point of view of marketing managers. Cases and original studies are discussed.
Score: 9.69652 Details | Listing | Web page
The course examines the economic, political, and social relationships among the various institutions comprising the marketing channels by which products and services are distributed. Emphasis is on understanding the administration of channel relationships. Topics include retailing, wholesaling and physical distribution by channel members; assessing the performance of channel institutions and structures; channel organization and design. Prerequisite: Principles of Marketing. (Not offered every year) (Formerly offered as Channels of Distribution)
Score: 9.69652 Details | Listing | Web page
A socioeconomic orientation to the theories and practices of promotion. As an integral part of the communication process, the topics covered will include advertising, message, media selection effectiveness, and advertising organization. Special attention will be given to new media.
Score: 9.69652 Details | Listing | Web page
This course presents an overview of the marketing of sports at the professional and collegiate levels, as well as the use of sponsorships by commercial enterprises in the marketing of products and services. Class projects emphasize original research into sports marketing topics in collaboration with industry professionals.
Score: 9.69652 Details | Listing | Web page
The course is designed to provide future managers of nonprofit organizations with methods of assessing consumer needs, marketing products and services, planning positioning and controlling operations. It presents new concepts, techniques, strategies and tactics for managing effectively in such nonprofit markets as health, educational and public services, the arts, social action, and political marketing.
Score: 9.69652 Details | Listing | Web page
This course focuses on how new products are developed and managed in complex, rapidly changing, global environments. Decisions and methods necessary to develop products for selected market segments represent major topics of study.
Score: 9.69652 Details | Listing | Web page
The essentials of advertising campaign planning including media strategy, positioning, and advertising design culminating in a comprehensive plan for a specific product. Especially valuable for students planning a career in advertising. Students participate in the American Advertising Federation Student Competition.
Score: 9.69652 Details | Listing | Web page
Credits: 3
Score: 9.69652 Details | Listing | Web page
Credits: 3
Score: 9.69652 Details | Listing | Web page
Capstone course for Senior Marketing Majors only. Goal-oriented analysis, planning, implementation, and control of marketing activities. Focus on practical operations, decision-making and complete marketing programs of firms. Cases and projects.
Score: 9.69652 Details | Listing | Web page
A first course in the theory and practice of international business. After building a foundation of international trade, foreign direct investment, exchange rates, and government policy, the course emphasis is on the application of concepts to the solution of international business problems. It focuses on areas such as international market entry, the internationalization of the marketing, finance and management functions within the firm, and the development of global business strategies.
Score: 9.69652 Details | Listing | Web page
Credits: 3
Score: 9.69652 Details | Listing | Web page
Credits: 3
Score: 9.69652 Details | Listing | Web page
Credits: 1.75
Score: 9.69652 Details | Listing | Web page
Credits: 1.75
Score: 9.69652 Details | Listing | Web page
Credits: 1.75
Score: 9.69652 Details | Listing | Web page
Some companies are consistently able to outperform their competition and achieve sustained financial returns far above industry averages. Models of Profitability, a 6-week elective intended to be a synthesis course for second year MBAs, explores the fundamental business approaches of high-performance, profit-maximizing companies from empirical, managerial, conceptual, and analytical perspectives. The over-arching objective of the course is to crystallize a clear understanding of how exceptional marketing-intensive companies make money by focusing on models of profitability, with âmodelsâ broadly defined to include: generalizable principles, empirical examples, conceptual representations, analytical prototypes, implementation âblueprintsâ, and operational metrics that may be generalized and broadly applied. The course focuses on the development and implementation of highly successful business designs (organizational practices, strategies, tactics, measurement systems) in highly competitive environments. Among the points of emphasis are: investor & âcustomer-centricâ thinking, profitability metrics & incentives, value creation and capture, strategic control through segmentation & differentiation, system economic leverage from scale and share, customer and product line profitability, sales growth & revenue management, price customization & yield management, turnaround & sustained growth models, and Internet business models. The course is case-based, with occasional speakers from excellent companies. MBA second year students only, preference to students who have taken MARK 555.
Score: 9.69652 Details | Listing | Web page
Applied Marketing Management is a 6-week elective intended primarily for 1st year MBAs who are prospective marketing managers or consultants (though the course may be substantially beneficial to 2nd year MBAs and students in other interest areas such as finance and operations). In general, the course objective is to sharpen studentsâ focus on key marketing decision variables, and the analytical frameworks and methods that support decision-making. Accordingly, the emphasis is on marketing decisions that are made (both mega-strategic and day-to-day), the data and analytical structures that typically underlie the decisions, and ways to improve decision-making by infusing more sophisticated analytical methods and pragmatic realism. A broad, experience-based management perspective is provided, with particular emphasis on decisions and analyses that MBA graduates are likely to experience in their first few years as marketing managers or consultants. A marketing simulation (MARKSTRAT) is the foundation of the learning experience. The central thesis of this course is that good marketing decision-making is built on a strong foundation of principles, concepts, and fact-based analysis that, when applied in a rigorous and consistent manner substantially improves the likelihood of success in the marketplace.
Score: 9.69652 Details | Listing | Web page
Credits: 1.75
Score: 9.69652 Details | Listing | Web page
Credits: 1.75
Score: 9.69652 Details | Listing | Web page
This course takes an in-depth look at the social science processes and phenomena that underlie the behaviors of consumers in traditional and e-commerce marketspaces. The purpose is to provide you with background into the theories that attempt to explain behavior so that you might explore the implications of those theories for improving marketing practice. While focusing on behaviors of final consumers, the concepts developed throughout the course will provide insights into decision making more generally, and should lead you to develop better communications, policies and programs in any exchange setting. The research being examined has focused on Western culture and students are encouraged to explore and discuss how some of the findings may not apply in all international settings. The goal of this course is to introduce you to the concepts that will assist you in achieving that understanding and to provide you with opportunities to apply such concepts when analyzing marketing problems and developing marketing strategies. Preference given to MBA 2nd years.
Score: 9.69652 Details | Listing | Web page