March 2012 Overview MKT Core Overarching Framework (The Big Picture) and Faculty 2012-13 MKT Elective Schedule by Semester 2012-13 MKT Instructor Schedule 2012-13 MKT Elective Schedule by Semester and Instructor
Individual Course Descriptions (Topics, Career) 2012-13 BBA MKT Core marketing objective source of volume evaluate business objective place price promotion execute product service position segment target STP Scott Rick Brent McFerran 2012-13 BBA MKT Electives by Semester COURSE TITLE FALL 2012 A FALL 2012 B WINTER 2013 A WINTER 2013 B MKT 301 Strategic Marketing Planning (2) MKT 303 Strategic Brand Management (1) MKT 310 Fundamentals of Sales Management (2) (1) MKT 311 Advertising Management (2) MKT 313 Consumer Behavior (2) MKT 315 International Marketing Management (1) MKT 322 Digital Marketing (1) MKT 325 Innovation in New Products/ Services (2) MKT 407 Designing Persuasive Communication (1) (1) (n) is number of sections 2012-13 BBA MKT Electives by Instructor (n) is number of sections INSTRUCTOR FALL 2012 A FALL 2012 B WINTER 2013 A WINTER 2013 B Anocha Aribarg (1) Jennifer Ashman (1) (1) Rajeev Batra (1) (1) Follett Carter (2) (1) Tim ODay (1) S. Sriram (2) David Wooten (2) Carolyn Yoon (2) Melanie Zaglia (1) Fall 2012 M303-A Strategic Brand Management Rajeev Batra (1 section, 1.5 credits) M310 Fundamentals of Sales Management Follett Carter (2 sections, 3 credits) M322-B Digital Marketing Tim ODay (1 section, 1.5 credits) M407 Designing Persuasive Communication Jennifer Ashman (1 section, 3 credits)
M310 Fundamentals of Sales Management Follett Carter (1 section, 3 credits) M311 Advertising Management Katherine Burson (2 sections, 3 credits) M313 Consumer Behavior Carolyn Yoon (2 sections, 3 credits) M315 International Marketing Mgmt. Melanie Zaglia (1 section, 3 credits) M325 Innovation in New Products/Services S. Sriram (2 sections, 3 credits) M407 Designing Persuasive Communication Jennifer Ashman (1 section, 3 credits) 2012-13 BBA Marketing Electives (Semester + Instructor) Winter 2013 Fall 2012 Brand management (CPG, industrial, and services) Advertising E-marketing Consulting Accounting firm partners Entrepreneurs Hi-Tech BBA Marketing Electives F2012-W2013 Career Relevance M301 Strategic Marketing Planning David Wooten (2 sections, 3 credits) Topics: ~ Competitive Analysis ~ Customer Analysis ~ Strategic Decision Making ~ Developing Marketing Programs ~ Managing Product Portfolios ~ Managing Products Throughout the Product Lifecycle: StratSim Simulation, includes 4Ps+STP+New Products Fall 2012 M303-A Strategic Brand Management Rajeev Batra (1 section, 1.5 credits) Topics: ~ Payoff from building strong brands ~ How to build strong brands: framework and roadmap ~ Strategies and tactics to build each component of brand equity: awareness, identity, quality and leadership reputation, brand associations, loyalty ~ Building a New Beverage Brand: Individual Project ~ Managing Existing Brands (Product Management): PharmaSim Simulation, includes 4Ps+STP+New Products Brand management (CPG, industrial, and services) Advertising E-marketing Consulting Accounting firm partners Entrepreneurs Hi-Tech BBA Marketing Electives F2012-W2013 Career Relevance Career Relevance Sales professionals Senior marketing executives Sales management executives Entrepreneurs Senior consultants and accounting firm partners General managers M310 Fundamentals of Sales Management Follett Carter (2 sections in Fall, 1 in Winter, 3 credits) Topics:
~ Selling as a profession in the business to business world ~ Sales call structure ~ Training on a sales program ~ Interpersonal sales skills training ~ Sales management goals and productivity ~ Sales force organization ~ Sales personnel recruiting and training ~ Compensation and motivation ~ Sales process ~ Automation tools for sales: SFA and CRM ~ In-field sales management assignment
BBA Marketing Electives F2012-W2013 Fall 2012 and Winter 2013 Career Relevance M311 Advertising Management Katherine Burson (2 sections, 3 credits)
Topics: ~ Marketing communications framework ~ Selecting target consumers ~ Setting communications objectives ~ Evaluating creative alternatives ~ Advertising testing ~ Media planning: traditional and non-traditional, including digital media ~ Advertising research ~ Brand manager - advertising relationships Brand management (CPG, industrial, services) Advertising agencies: account executives, media planners, researchers Digital marketing managers General manager of companies utilizing advertising BBA Marketing Electives F2012-W2013 Winter 2013 Career Relevance Brand management (CPG) Business Development Innovation Practice Consumer Insights & Market Knowledge Consulting M313 Consumer Behavior Carolyn Yoon (2 sections, 3 credits) Topics: ~ Qualitative research methods ~ Needs and values ~ Memory and information processing ~ Attitudes ~ Consumer decision making ~ Social and cultural influences BBA Marketing Electives F2012-W2013 Winter 2013 Career Relevance Brand management (CPG)
Marketing managers in global companies Consultants M315 International Marketing Management Melanie E. Zaglia (1 section, 3 credits) Topics: BBA Marketing Electives F2012-W2013 Winter 2013 ~ Cross-cultural Marketing
~ International environment ~ Market entry strategies ~ Aspects of international market research ~ International segmentation, targeting & positioning ~ International marketing mix (including international aspects of topics such as brand management and advertising ~ Development of and challenges for international marketing (e.g., social media marketing, consumer orientation and glocalization) Fall 2012 Brand managers (CPG, industrial, services) Advertising client managers Advertising agency manager Media executives Entrepreneurs Managers responsible for marketing and advertising M322-B Digital Marketing Tim ODay (1 section, 1.5 credits) Topics: ~ Over view of how the media revolution has impacted the marketing world and advertising industries ~ How to find creative insights and develop a digital creative strategy ~ Considerations of widely-used digital approaches, including search engine marketing, display ads, social media sites, blogs and reviews, mobile marketing, as well as whats next. ~ How to analyze digital marketing ideas and present a cogent persuasive point-of-view. ~ How to develop and present digital-based marketing ideas to solve a live business problem.
BBA Marketing Electives F2012-W2013 Career Relevance Career Relevance Brand manager: CPG, industrial, and services Innovation managers Consultants Entrepreneurs M325 New Product Innovation Management S. Sriram (2 sections, 3 credits) Topics: ~ Creativity tools for idea generation for new products ~ Concept development and testing ~ Sales forecasting techniques for new products ~ Test marketing /prediction markets ~ Organizing for innovation ~ Stages/gates system for new product development and commercialization BBA Marketing Electives F2012-W2013 Winter 2013 Career Relevance Advertising creative executives and copywriters
Advertising client managers Marketing and advertising researchers Web-based marketing and advertising executives Consultants M407 Designing Persuasive Communication Jennifer Ashman (1 section each term, 3 credits) Topics: ~ Developing a persuasive campaign ~ Developing a creative strategy for persuasion ~ The creative campaign relationship to brand equity ~ Tactics of persuasive communication: copywriting, graphic design, web site design, etc. ~ Nature of persuasive sales promotions ~ Preparing and presenting a marketing communication plan book ~ Working as part of an agency team with creative, non-business talent (Project) BBA Marketing Electives F2012-W2013 Fall 2012 & Winter 2013
(Studies in Fuzziness and Soft Computing 240) Asli Celikyilmaz, I. Burhan Türksen - Modeling Uncertainty With Fuzzy Logic - With Recent Theory and Applications-Springer (2009)