Marketing

Professor Emeriti: Dale Achabal, Karen Fox, Edward F. McQuarrie

Professors: Kirthi Kalyanam

Associate Professors: Xiaojing Dong, Desmond Lo (Chair), Kumar R. Sarangee, Savannah Shi, Yuchi Zhang

Assistant Professors: Rebecca Chae, Peng Liu, Rafay Siddiqui, Shunyao Yan

William T. Cleary Professor: TBD

L.J. Skaggs Distinguished Professor: Kirthi Kalyanam

J.C. Penney Professor of Research: Savannah Shi

Lecturers: Charles Byers, Sean O\'Keefe, Juan Montermoso

Adjunct Lecturers: Dennis Charlebois, Reginald Duhe, Deirdre Frontczak, Mahum Hussain, Sujata Ramnarayan, Steve Skotzke, Sriram Sundararajan, Patrick Williams

Marketing Curriculum

MKTG 2300. Marketing Trends and Technology

This Residency Course introduces key CMO and Marketing Technology issues that marketers face in their firms every day. It discusses the use of online dashboards for tracking, evaluation and reporting; and outlines the underlying technology and data that feeds into the dashboards. The course also focuses on broad technological advances in marketing, highlights the CMO/CFO interface, looks at the latest trends in marketing automation, and evaluates the role of outsourcing as part of the overall marketing resource mix. Prerequisite: None. (2 units)

MKTG 2310. Marketing is Everything

Focuses on decisions faced by managers concerning market segmentation, targeting, and positioning. Covers concepts such as new product development, pricing strategies, distribution channels, customer relationships, and performance metrics within a strategic planning framework. Students apply these key concepts and frameworks to cases and to formulating a comprehensive marketing plan centered on sustainable profitability and capabilities. Cases cover various environments and industries, especially those of concern to Silicon Valley firms. Prerequisite: None. (4 units)

MKTG 2312. Analysis of Customers and Markets

Topics include frameworks for understanding how customers make decisions and adopt innovations, metrics for assessing customer attitudes, satisfaction and loyalty, methods for segmenting a market, and measures of brand equity. The focus throughout is on techniques for gathering and analyzing data on customers and markets in both on-line and traditional channels. Addresses B-to-B and B-to-C decision processes in rapidly changing markets. Prerequisite: None. (4 units)

MKTG 2314. Marketing Analytics

Prepares managers to (1) identify the competitive advantages that come from leveraged analytics; (2) apply the tools, and evaluate the advantages and limitations of each; (3) implement these tools, ask relevant business questions that could be solved with them; and (4) interpret the input and communicate the output from such tools and models to achieve more profitable business decisions. Prerequisite: MKTG 3000. (4 units)

MKTG 2316. Foundations of MarTech

The profusion of information available to the buyers, thanks to the internet, has fundamentally altered the marketing landscape. Marketers now need the power of technology to engage with buyers in a meaningful and consistent way, and drive results. The purpose of this course is to introduce students to core technology platforms at the intersection of marketing and information systems and to present an overview of some popular platform solutions including Salesforce, Oracle's Eloqua, Adobe's Marketo and more. Prerequisite: None. (2 units)

MKTG 2505. Data Science and Marketing

MKTG 3000. Marketing is Everything: Strategies and Decisions

MKTG 3052. Challenges in Modern-Day Marketing (Capstone Course)

The capstone course introduces the concepts critical for contemporary analysis of fundamental marketing principles. The course first outlines key aspects of the marketing management framework then introduces different forms of data and analytical tools that are important to ascertaining optimal marketing strategies. The topics included segmentation, targeting, and positioning statements based on Break Even Analysis and LifeTime Customer Value analyses, product assortment analysis, recommendation systems, and data-driven sales promotion strategies. Prerequisite: MKTG 3000. (2 units)

MKTG 3200. Doing Business in Silicon Valley

This course introduces students to the Silicon Valley business ecosystem with a focus on how innovative new companies are launched, financed, and built into the next generation of market leaders. Course topics include compelling value propositions, explosive business models, value capture & monetization, Venture Capital economics, and investor pitches. By the end of this course, you should be able to 1) interpret potentially game-changing business opportunities to determine which ones could succeed in Silicon Valley; 2) examine the role Venture Capital plays in commercializing innovation in Silicon Valley, determine the path(s) for a successful start-up to evolve into a technology leader; 3) integrate multiple business disciplines while evaluating business opportunities and challenges; 4) evaluate the effectiveness of cutting-edge business models. Prerequisite: MKTG 3000. (2 units)

MKTG 3554. Analyzing Customers and Markets

Topics include frameworks for understanding how customers process information and make decisions, metrics for assessing customer attitudes and behaviors, methods for segmenting a market, and measures of brand personality and equity. The focus throughout is on techniques for gathering data on customers and using experiments and A/B tests to make data-driven marketing decisions. Prerequisite: MKTG 551 or MKTG 3552 or MKTG 3000. (4 units)

MKTG 3569. Small Business Entrepreneurship

Entrepreneurship focuses on evaluating ideas for venture opportunities and the conversion of these ideas into viable businesses. Course includes discussion of cases, lectures, and presentations by guest speakers who have played a role in starting new enterprises (e.g. bankers, attorneys, risk capital investors, and entrepreneurs). Students develop a five-year business plan for a new enterprise and make an investor presentation to a panel of investors. Knowledge of accounting/finance must be sufficient to build viable financial statements. Prerequisite: MKTG 3552 or MKTG 3000. (4 units)

MKTG 3572. Product Management - Concept to Execution

Presents the product manager or marketer as a generalist with responsibility for the multifunctional, multidisciplinary approach required to develop, launch, and manage successful products. Includes in-depth treatments of product life cycle analysis, buyer utility, competitive set, customer and market analysis, pricing, and the product launch process. Appropriate for those interested in high-technology and/or consumer product markets. Prerequisite: MKTG 553 or MKTG 3552 or MKTG 3000. (4 units)

MKTG 3574. Sales Force Management

Provides the student with user-level knowledge of sales concepts and management methodologies necessary to effectively perform and manage the sales function. In the role of a sales or marketing manager, enables the student to apply these concepts to selling consumer products as well as high-tech industrial products. Includes concepts related to organizational structuring, territory plans and reviews, resource management, sales incentives, and compensation programs. Prerequisite: MKTG 553 or MKTG 3552 or MKTG 3000. Students may take either this course or MKTG 3718 but not both for credit. (3 units)

MKTG 3588. Topics in Profit Maximizing Pricing

Company strategies to approximate the profit maximizing price of microeconomic theory using only information that is readily available to the company. Topics include: costs relevant for pricing decision; financial analysis for determining change in sales needed to make price changes profitable; analysis of customers and customer price sensitivity; pricing in segmented markets; anticipating and influencing competitor pricing decisions; and competitive advantages and disadvantages in profit focused pricing decisions. Topics are integrated to provide a real-world path to profit maximizing pricing. Class is run as a seminar with student interaction and student research projects. Cross-listed as ECON 3422. Prerequisites: ECON 401 or ECON 2401 or ECON 3400 or ECON 3000 and MKTG 551 or MKTG 2552 or MKTG 3552 or MKTG 3000, differential calculus, and a working knowledge of hypothesis testing and regression analysis. (3 units)

MKTG 3590. Go-to-Market Strategy

Provide frameworks and development of analytical and empirical skills for effective management and deployment of Go-to-Market strategies. Address the omni-channel perspective on direct and indirect routes to market, virtual and physical channels, relationship building, and systems of distribution methods in business and consumer markets. Emphasize applications to information technology, biotech and health care, retail, and other Silicon Valley companies. Required in-depth analysis of case studies and practices. Prerequisite: MKTG3000; Enrollment exclusions: Taking either MKTG3734 (Distribution Channels) or MKTG3718 (Sales Force Management) cannot enroll in this course for credits, and vice versa. (4 units)

MKTG 3592. Internet Marketing and eCommerce

Provides the background and analytical skills to effectively manage Internet marketing and e-commerce strategies. Examines winners & losers in internet marketing, SEM, SEO, affiliate and viral marketing, use of social media and online advertising. Analyzes how the Internet is being leveraged into the core marketing activities of a business. Requires the development of an Internet marketing plan for an existing business. Prerequisite: MKTG 553 or MKTG 3552 or MKTG 3000. (4 units)

MKTG 3594. Business to Business Marketing

Through core readings and selected case analysis, this course encompasses the marketing activities that enable a supplier firm to create, deliver, and capture value when engaging with other businesses, governments, or institutional customers. In the context of these target segments, value is analyzed in terms of the benefits the customer may receive and which the vendor firm may monetize. Typically covered are various market approaches to the business organization, which often uses a "buying center" framework incorporating different roles for decision-making participants. This course builds on an understanding of dynamic relationships and value chains to provide analytical tools and problem solving skills for effective marketing. Prerequisite: MKTG 3000. (2 units)

MKTG 3596. Integrated Market Communications

Introduces the concept of integrated marketing communications (IMC). Provides a basic understanding of communication theory, marketing, branding, integrating marcom tactics, planning and coordinating IMC programs. Addresses marcom tactics of advertising, public relations, direct response, collateral, the Internet, and digital media. Addresses business-to-business and high-technology marketing communications.Incorporates a thorough understanding of objectives, strategies, tactics and budgeting. Prerequisite: MKTG 553 or MKTG 3552 or MKTG 3000. (4 units)

MKTG 3597. Marketing Analytics

MKTG 3708. Financially Effective Market Positioning Strategies

Focuses on the issues in creating financially viable and effective market positioning strategies. Examines how traditional market-based measures--such as awareness, understanding, trial, ongoing usage, customer satisfaction, distribution levels, and market share--can be linked to financial outcomes. Discusses how to connect marketing expenditures directly to short-term and long-term results by examining the investment and expense requirements of different segmentation and market entry strategies. Connects customer value propositions to competitive marketing strategies and shareholder value-creation outcomes. The success of a company depends on the extent to which the marketing and financial disciplines work together. Prerequisite: MKTG 553 or MKTG 3552. (1 unit)

MKTG 3709. Developing Product and Services for the Boomer Marketplace

Presents an overview of the baby boomer marketplace. Explores major demographic and psychographic variables that characterize this market, as well as how the boomer market is becoming an ever more important economic, social, political, and cultural force influencing consumption. (Households headed by someone 40+ hold 91% of America's net worth.) Identifies and evaluates new product/service opportunities for the boomer market, and develops an understanding of how to create customer value in this segment via exposure to several sources, including marketing officers from large consumer products firms, and venture capitalists who have successful track records in funding innovative products/ services targeted to this sector. Features hands-on experience in developing a proposal for a new product or service targeting the boomer market, together with the marketing strategy. The proposal will reflect criteria previously identified by organizations and venture capitalists as relevant to marketplace success. Prerequisite: MKTG 553 or MKTG 3552. (1 unit)

MKTG 3710. Tech Marketing: Winning Strategies for Effective Messaging

The success of a marketing campaign depends on how a company's end customers perceive, accept, and adopt a product. Especially in technology markets, a product\'s value proposition must be clear, tangible and differentiated to achieve vendor preference, as well as maintain price and margin. This course focuses on proven, effective strategies for understanding customer requirements and translating them into clear, digestible, and differentiated messaging statements. It provides strategies to achieve strong competitive positioning, and (re-)define an entire market. Specific topics include positioning and messaging creation, competitive landscape modeling and developing differentiation, translating customer requirements into effective positioning/messaging. Prerequisite: MKTG 3000. (2 units)

MKTG 3712. Achieving Brand Leadership

Brands are powerful weapons, a major business resource, and key intangible financial assets. Yet many Silicon Valley marketers rely on technology, attributes and/or price and overlook the strategic and tactical benefits that a well-managed brand provides. Achieving Brand Leadership provides a framework and tools for marketers to successfully brand products and services and add an additional layer of advantage. The course defines and examines branding through a theoretical and conceptual framework. A fundamental review of core branding elements weighs the importance of the experiential aspects of branding. An examination of brand measurements illuminates the power of metrics and highlights different aspects of branding strategies. A look at past cases of successful and unsuccessful branding brings out variations in approaches. The impact of branding architectures and creative positioning on brand equity are considered. Finally, a team project integrates various facets of branding for a specific product or service. Prerequisite: MKTG 3000. (2 units)

MKTG 3713. Business Model Frameworks

Covers different types of business opportunities available to lifestyle, opportunistic, and innovating entrepreneurs, distinguished in general categories that encompass virtually all business ideas. In each case, develop a framework for an entrepreneur to use to identify an opportunity potential; understand and take the appropriate first steps toward building the business; and evaluate the early trajectory of the business to maximize learning and decide whether the opportunity is worth continuing. Prerequisite: None. (2 units)

MKTG 3716. Digital Advertising

This course covers key issues in internet advertising. Provides an in-depth understanding of search ads, search engine optimization, search engine marketing, display ads, retargeting, ad auctions, programmatic implications. Students will also gain a deep understanding of critical measurement methods and issues relating to paid advertising. Also discusses advertising on mobile devices. Prerequisite: MKTG 3000. (2 units)

MKTG 3718. Sales Management

MKTG 3720. Product Innovation

MKTG 3726. Programmatic Advertising

Programmatic advertising is the software-driven, algorithmic transaction of display advertising space in real time. As advertising rapidly shifts from traditional to digital formats, and as more transacts programmatically within digital advertising, the industry needs technologists who are able to harness this constantly evolving and complex domain. This course will transform programmatic novices into experts who can apply knowledge and experience to real-life scenarios. The course will provide foundational knowledge of the programmatic advertising landscape, an understanding of how it fits into marketing strategy, and the necessary skills to be able to navigate the space from various perspectives. Prerequisite: MKTG 3000. (2 units)

Examines the role of social media in business and brand strategy, digital advertising and overall marketing mix. This class introduces students to the current social media landscape, explores how it can be used for maximum results for both corporate and individual branding, and evaluates which social platforms are the best fit for their organization\'s marketing goals. Topics to be covered will include an overview of platforms, current social media trends and their implications, developing social media strategy, measurement, and challenges. Prerequisite: MKTG 3000 (Students may take either this course or MKTG3801 but not both for credit.) (2 units)

MKTG 3730. Fundamentals of B2B Account Based Marketing

This course introduces the concepts critical understanding of contemporary B2B marketing and the emergence of Account-Based Marketing (ABM) as a Go-to-Market strategy. Students will learn why account-based marketing has recently become important and they will gain the understanding of when it\'s appropriate to employ an ABM strategy and what types of companies utilize this approach. Students will gain hands-on knowledge and experience in developing and evaluating effective ABM strategies. By successfully completing this course they will be able to use cutting edge marketing technologies in the implementation of an account-based marketing strategy including their use for measuring the effectiveness of the program. Prerequisite: MKTG 3000. (2 units)

MKTG 3732. MarTech Integration and Challenges

This course will explore the impact of digital modernization, cyber malice and data privacy mandates on the modern marketer of 2020 and beyond. Businesses are digitally transforming like never before, as new technologies such as machine learning, IoT and adaptive business processes help to transform business models, improve customer experience, modernize workforces and drive new levels of profitability. However, modern digital transformation is disrupting traditional ideas of data privacy, cybersecurity, and business risk that carries serious legal and reputational consequences. One the front lines is the modern marketer, who now must adopt modern MarTech approaches to help businesses thrive, while navigating complex data regulations, security requirements for cloud-based marketing tools and complex and evolving ethical lines brought about by a hyperconnected and immediately consequential technology and business environment. Prerequisite: MKTG 3000. (2 units)

MKTG 3734. Distribution Channels

The purpose of this course is to provide conceptual frameworks and analytical skills on the effective management and strategic deployment of distribution channels for consumer product, business-to-business, and service organizations. The course covers channels functions, structure, and the evaluation of their efficiency. It also examines collaboration, relationship, conflicts, and sustainable strategy. Organizing channel members as dynamic systems concludes the course. The majority of course content uses case studies set in contexts pertinent to technology and Silicon Valley businesses. Prerequisite: MKTG 3000. Students may take either this course or MKTG3590 but not both for credit. (2 units)

MKTG 3736. E-commerce: Challenges and Opportunities

The purpose of this course is to equip students with critical thinking regarding the challenges and opportunities in today's e-commerce practice. The class time will be a combination of lectures of key e-commerce related concepts and frameworks, discussions of case studies to examine the effective internet-based business models, and hands-on experience in developing and evaluating key elements in e-commerce practice. Topics include e-commerce business model evaluation, web analytics, recommendation systems, and tools in modern e-commerce research. The course prepares graduates to create, analyze and manage an internet-based business. Prerequisite: MKTG 3000. (2 units)

MKTG 3738. Marketing Analytics II

Data and Analytics have led to a paradigm shift in the practice of Marketing. This course builds upon and extends from the first Marketing Analytics course, and introduces students to the most recent developments in data-driven applications in marketing decisions. In this course, not only the classical marketing concepts will be revisited from the data perspective, the modeling techniques developed for these marketing decisions are introduced for the students to understand them intuitively, rather than mathematically. Real world data is applied and analyzed using Excel, which allows easy adaptation for students to apply the knowledge and tools in other contexts using their own data. Prerequisite: MKTG 3000, MKTG 2314. (2 units)

MKTG 3740. Data-Driven Retail Strategy

This class is designed to keep students abreast of the newest analytical methods and technologies that aid critical thinking in today\'s data-driven retail environment. We examine rigorous tools to develop effective marketing mix decisions and analyze consumer response in retailing. The topics include merchandise planning decisions, SKU optimization, private brand strategy, inventory management, conjoint analysis, and data-driven mark-up and mark-down strategies. The class time will be a combination of lectures of key concepts and frameworks, discussions of case studies, and hands-on experience in evaluating and formulating key elements in data-driven retail practice. Prerequisite: MKTG 3000. (4 units)

Examines the role of social media in business and brand strategy, digital advertising and overall marketing mix. This class introduces students to the current social media landscape, explores how it can be used for maximum results for both corporate and individual branding, and evaluates which social platforms are the best fit for their organization's marketing goals. Topics to be covered will include an overview of platforms, current social media trends and their implications, developing social media strategy, measurement, and challenges. Prerequisites: MKTG 3552 or MKTG 3000 (4 units)

MKTG 3802. Mobile Marketing

Presents a set of useful concepts, frameworks and strategies to help students to better understand a new world that is built with the mobile device at its center. Students will analyze key aspects of M-Commerce and Mobile Marketing, and learn a set of strategies and tools, using which they can (i) create economically valuable M-Commerce products/services, and (ii) market products (both traditional and digital) to the mobile consumer via the mobile medium. The course primarily focuses on understanding: (a) new digital product business models and their underlying technologies, (b) mobile consumer behavior, © new mobile marketing techniques - including search, social media, geo-local, & omni- channel, and (d) mobile marketing metrics. Prerequisites: MKTG 3552 or MKTG 3000. (3 units)

MKTG 3803. Fundamentals of B2B Account Based Marketing

This course introduces the concepts critical understanding of contemporary B2B marketing and the emergence of Account-Based Marketing (ABM) as a Go-to-Market strategy. You will learn why account-based marketing has recently become important and you will gain the understanding of when it\'s appropriate to employ an ABM strategy and what types of companies utilize this approach. You will gain hands-on knowledge and experience in developing and evaluating effective ABM strategies. By successfully completing this course you will be able to use cutting edge marketing technologies in the implementation of an account-based marketing strategy including their use for measuring the effectiveness of the program. Prerequisite: MKTG 3000. (2 units)

MKTG 3804. Programmatic Advertising

Programmatic advertising is the software-driven, algorithmic transaction of display advertising space in real time. As advertising rapidly shifts from traditional to digital formats, and as more transacts programmatically within digital advertising, the industry needs technologists who are able to harness this constantly evolving and complex domain.\ This course will transform programmatic novices into experts who can apply knowledge and experience to real-life scenarios. The course will provide foundational knowledge of the programmatic advertising landscape, an understanding of how it fits into marketing strategy, and the necessary skills to be able to navigate the space from various perspectives. Prerequisite: MKTG 3000. (2 units)

MKTG 3805. Healthcare Marketing

This course equips students with marketing concepts and frameworks so that they can leverage knowledge from core courses to develop an integrated approach and strategy for healthcare marketing. Students will gain insight into how healthcare places unique challenges and constraints for marketing, and learn to examine the roles and needs of various stakeholders (e.g. customers, payers, distribution channels, etc.) in B2B and B2G segments, in resource-constrained environments, and in new product introductions. The course presents patient journey mapping (or healthcare customer journey mapping) as a framework to help students uncover actionable insights and configure their marketing approach. The course also presents the importance of big data and analytics in healthcare and introduces students to data-driven marketing in healthcare. Prerequisite: MKTG 3000. (2 units)