Marketing (MKTG)
Professor Emeriti: Dale Achabal, Al Bruno, Karen Fox, Edward F. McQuarrie
Professor: Kirthi Kalyanam
Associate Professors: Xiaojing Dong, Desmond Lo (Chair), Kumar R. Sarangee, Savannah Shi, Yuchi Zhang
Assistant Professors: Rebecca Chae, Jangwon Choi, Peng Liu, Rafay Siddiqui, Shunyao Yan, Judy Zhang
L.J. Skaggs Distinguished Professor: Kirthi Kalyanam
William T. Cleary Professor: Desmond Lo
J.C. Penney Professor of Research: Savannah Shi
Lecturers: Charles Byers, Juan Montermoso, Sujata Ramnarayan
Adjunct Lecturers: Mike Aquilina, Aditi Bajaj, Dennis Charlebois, Reginald Duhe, Brett Yokom, Steve Skotzke, Sriram Sundararajan, Patrick Williams, Bhavna Sharma
Marketing Courses
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. (2 units)
Open to MS Marketing students only. Prerequisite: None.
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.. (2 units)
Prerequisite: MKTG 3000 Marketing is Everything.
MKTG 3000. 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. (4 Units)
Prerequisite: None.
MKTG 2505. Data Driven Marketing using R
Prepares managers to (1) identify the competitive advantages that come from data driven approaches; (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 efficient business decisions using tools and program languages such as R. (4 units)
Open to MSBA students only. Prerequisite: None.
MKTG 3052. Challenges in Modern-Day Marketing
The 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. (2 units)
Prerequisite: MKTG 3000.
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.. (2 units)
Only open to MBA students. Prerequisite: None.
MKTG 3554. Analyzing 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 process in rapidly changing markets. (4 units)
MBA Prerequisite: MKTG 3000 Marketing is Everything. Online MS Marketing Prerequisite: None.
MKTG 3569. New Business Venture
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. (4 units)
Prerequisite: MKTG 3000 Marketing is Everything.
MKTG 3572. Product Management - Concept to Execution
Provides current and aspiring product managers with a comprehensive view into what it takes to launch successful real-world products and manage their life cycles. Includes in-depth details around product strategy and processes combined with multiple real world case studies and ends with a capstone project that simulates taking a product from concept to execution. Various concepts such as buyer utility, competitive set, customer and market analysis, pricing, and the product launch process will be used. Appropriate for those considering to move into Product management or advance their careers if they are in Product management in high-technology and/or consumer product markets. (4 units)
Prerequisite: MKTG 3000 Marketing is Everything. Students who have taken MKTG 3720 (Product Innovation) cannot enroll in this course for credits, and vice versa.
MKTG 3588. Analytics of Optimal Pricing and New Product Decisions
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. (4 units)
Prerequisites: MKTG 3000 Marketing is Everything.
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, demand generation, virtual and physical channels, relationship building, sales force design and management, and systems of GTM in business and consumer markets. Emphasize applications to information technology, biotech and health care, retail, and other Silicon Valley companies. Require in-depth analysis of case studies, practices, and a simulation of market entry. (4 units)
Prerequisite: MKTG 3000 Marketing is Everything; Students who have taken either MKTG 3734 (Distribution Channels) or MKTG 3718 (Sales Force Management) cannot enroll in this course for credits, and vice versa.
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. (4 units)
Prerequisite: MKTG 3000 Marketing is Everything.
MKTG 3594. Marketing Technology in a Business-to-Business World
Through core readings and selected cases, this course encompasses the marketing activities and technologies that enable a supplier firm to create, deliver, and capture value when engaging with other businesses, governments, or institutional customers. In these target segments, value is analyzed in terms of the benefits the customer may receive and which the vendor firm may monetize through technology and process. Typically covered are various market approaches to the business organization, where a “buying center” might involve different roles for decision-making participants. This course examines the interplay of MarTech developments, dynamic relationships and value chains to provide analytical tools and problem solving skills for effective marketing. (2 units)
Prerequisite: MKTG 3000 Marketing is Everything.
MKTG 3596. Integrated Marketing 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. (4 units)
Prerequisite: MKTG 3000 Marketing is Everything.
MKTG 3597. Marketing Analytics I (Excel)
Introduces a wide selection of Marketing problems that can be solved using data analytics, and offers tools in Excel to apply those analysis. It 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 efficient business decisions. (4 units)
Prerequisite: MKTG 3000 Marketing is Everything.
MKTG 3700. Effective Business Communications
Intensive practice in forms of communication specifically for business settings, geared to the student’s level of prior preparation. The focus will be primarily on oral communication and writing to support the oral communication. Emphasis on communicating complex issues and quantitative data to inform, advocate or persuade. (2 units)
Prerequisite: None.
MKTG 3701. Critical Business Presentations
This course is designed to equip students with speaking and presenting skills in both formal and informal business settings. The class centers around weekly presentations on a variety of topics. Focus will be on learning to shape messages and presentations to different audiences and purposes. This two-unit course will afford an expansion of IDIS 3700 on effective presentation skills that should then be implemented into later coursework and workplace interactions. Business Communication theory, presentation practice and critique, interpersonal interaction in both traditional and social media forums, and conveying qualitative and quantitative information will serve as components of the course. (2 units)
Prerequisite: MKTG 3700 Effective Business Communication.
MKTG 3710. Product Messaging and Positioning
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. (2 units)
Prerequisite: MKTG 3000 Marketing is Everything.
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. (2 units)
Prerequisite: MKTG 3000 Marketing is Everything.
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. (2 units)
Prerequisite: MKTG 3000 Marketing is Everything.
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. (2 units)
Prerequisite: MKTG 3000 Marketing is Everything.
MKTG 3718. Sales Force Design and 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. (2 units)
Prerequisite: MKTG 3000 Marketing is Everything. Students who have taken MKTG 3590 (Go-To-Market Strategy) cannot enroll in this course for credits, and vice versa
MKTG 3720. Product Innovation
Provides the product developer or manager with a multifunctional, multidisciplinary approach required to develop and launch successful new products. Includes in-depth treatments of market research, ideation, evaluation, development and the product launch or commercialization process. Appropriate for those interested in high-technology and/or consumer product markets. (2 units)
Prerequisite: MKTG 3000 Marketing is Everything. Students who have taken MKTG 3572 (Product Management - Concept to Execution) cannot enroll in this course for credits, and vice versa.
MKTG 3726. Programmatic Advertising
Programmatic advertising is the technology driven execution of display advertising space in real time. 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. This course will help you develop the working knowledge to execute real life programmatic advertising campaigns. The course does not require any coding or tech experience nor will it involve any coding or technology development. (2 units)
Prerequisite: MKTG 3000 Marketing is Everything.
MKTG 3728. Social Media Marketing
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. (2 units)
Prerequisite: MKTG 3000 Marketing is Everything. Students who have taken MKTG 3801 (Social Media Marketing - 4 units) cannot enroll in this course for credits, and vice versa.
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. 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. (2 units)
Prerequisite: MKTG 3000 Marketing is Everything.
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. (2 units)
Prerequisite: MKTG 3000 Marketing is Everything.
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. (2 units)
Prerequisite: MKTG 3000 Marketing is Everything; Students who have taken MKTG 3590 (Go-to-Market Strategy) cannot enroll in this course for credits, and vice versa.
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. . (2 units)
Prerequisite: MKTG 3000 Marketing is Everything.
MKTG 3738. Marketing Analytics II (R)
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. (2 units)
Prerequisite: MKTG 3597 Marketing Analytics I (Excel) or MKTG 3000 Marketing is Everything and experience in computer programming
MKTG 3740. Retail Strategy
Retailing is a dynamic and ever-changing industry. This course examines rigorous tools that help retailers develop a competitive strategy to survive and thrive in today's marketplace. The topics include product assortment planning, SKU optimization, private label management, visual merchandising, data-driven mark-up, and mark-down strategies, as well as big data practices and BI (business intelligence) tools that advance modern retail analytics. (4 units)
Prerequisite: MKTG 3000 Marketing is Everything.
MKTG 3801. Social Media Marketing
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. (4 units)
Prerequisites: MKTG 3000 Marketing is Everything. Students who have taken either MKTG 3728 (Social Media Marketing - 2 units) cannot enroll in this course for credits, and vice versa.
MKTG 3802. Mobile Marketing and mCommerce
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. (4 units)
Prerequisites: MKTG 3000 Marketing is Everything.
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. (2 units)
Prerequisite: MKTG 3000 Marketing is Everything.