Wharton Marketing Department MBA Orientation for Spring 2008

1. Wharton Marketing DepartmentMBA Orientation for Spring 2008 Monday November 5, 2007 4:30 – 6:00 pm Jon M. Huntsman Hall Room JMHH 270 Marketing Department Presented by: Eric Bradlow and Jagmohan Raju Professors of Marketing Marketing: MBA Program

2. 1. The Marketing Major Core Courses MKTG 621, 622, 756 Illustrative Course Sequences Marketing Course Structure • Tools • Applications and Management • Consulting • Product Manager/Retail • High-Tech Marketing Manager 2. Dual Major in Marketing and Operations Management Marketing: MBA Program

3. Marketing Department Faculty Standing Faculty J. Scott Armstrong, Professor of Marketing Jonah Berger, Assistant Professor of Marketing David R. Bell, Associate Professor of Marketing Lisa E. Bolton, Assistant Professor of Marketing Eric Bradlow, K.P. Chao Professor, Professor of Marketing and Statistics George S. Day, Geoffrey T. Boisi Professor, Professor of Marketing, Co-Director Mack Center Xavier Drèze, Assistant Professor of Marketing Jehoshua Eliashberg, Sebastian S. Kresge Professor of Marketing and Professor of Operations and Information Management Peter Fader, Frances & Pei-Yuan Chia Professor, Professor of Marketing Stephen J. Hoch, Patty and Jay H. Baker Professor, Professor of Marketing, Director, Baker Retailing Initiative Raghuram Iyengar, Assistant Professor of Marketing J. Wesley Hutchinson, Stanley J. Heyman Professor and Professor of Marketing Leonard Lodish, Samuel R. Harrell Professor of Marketing, Vice Dean, Wharton School West Robert Meyer, Gayfryd Steinberg Professor of Marketing, Co-Director Risk Center, Chair, Marketing Department Jagmohan Raju, Joseph J. Aresty Professor and Professor of Marketing, Director of Indian School of Business Americus Reed II, Associate Professor of Marketing David Reibstein, William Stewart Woodside Professor, Professor of Marketing Deborah Small, Assistant Professor of Marketing Christophe Van den Bulte, Associate Professor of Marketing Patti Williams, Associate Professor of Marketing Yoram (Jerry) Wind, The Lauder Professor, Professor of Marketing Z. John Zhang, Associate Professor of Marketing Gal Zauberman, Associate Professor of Marketing Other Appointments Anthony Adams, Lecturer Andre Bonfrer, Visiting Assistant Professor Bill Cody, Lecturer Anthony Di Benedetto, Adjunct Professor Nelson Gayton, Lecturer Abba Krieger, Robert Steinberg Professor, Statistics, secondary appointment in Marketing Prashant Malaviya, Visiting Associate Professor Rod McNealy, Lecturer Keith Niedermeier, Lecturer, Director of UG Program in Marketing Terry Oliva, Adjunct Professor Michael Rechtiene, Lecturer Catherine Schaffer, Lecturer Paul Schoemaker, Adjunct Professor of Marketing Marketing: MBA Program

4. Marketing Department Faculty Marketing: MBA Program

5. Marketing Major Requirements Five course units including: (a) Two required core courses: • MKTG 621 Marketing Mgmt: (Program Design - 1/2 semester) • MKTG 622 Marketing Mgmt: (Strategy - 1/2 semester) (b) One course in marketing research: • MKTG 756 Marketing Research (c) At least three course units chosen from the electives. Marketing: MBA Program

6. Electives • Mktg756 – Marketing Research (Required for Marketing Concentration) • Full credit courses (1 cu each): • MKTG 756 Marketing Research • MKTG 760 Law of Marketing and Antitrust • MKTG 771 Models for Marketing Strategy • MKTG 773 Customer Behavior • MKTG 776 Applied Probability Models in Marketing • MKTG 777 Marketing Strategy (2nd year students) • MKTG 890 Advanced Study Projects (incl. WGCP and Managing Emerging Technologies) • MKTG 891 Thesis (2 cu) • MKTG 892 Special Topics: Creativity • MKTG 894 Special Topics: Entertainment and Sports Marketing • MKTG 895 Special Topics: Media and Entertainment Field Project • MKTG 899 Independent Study Project • One-half credit courses (1/2 cu each) • MKTG 655 Integrating Marketing and Operations • MKTG 751 Sales Force Management • MKTG 753 New Product Management • MKTG 754 Pricing Policy • MKTG 755 Advertising Management • MKTG 759 Channel Management • MKTG 781 Entrepreneurial Marketing • MKTG 782 Multinational Marketing • MKTG 789 Marketing Methods and Applications for Business Consulting • MKTG 793 Retailing Marketing: MBA Program

7. Marketing 621:Marketing Management – Program Design • This course addresses the management challenge of designing and implementing the best combination of marketing variables to carry out a firm’s strategy in its target markets. • Marketing 621 concentrates upon the overall analysis of the environment and the match of products to market. Marketing: MBA Program

8. Marketing 622:Marketing Management – StrategyReed, Williams, Meyer, Reibstein (Spring 2008) • The primary objectives of this course are to introduce you to the concepts and theories underlying marketing decision making, and to provide you with the skills to analyze and understand complex marketing situations in order to develop and execute appropriate managerial actions. • Marketing 622 builds upon Marketing 621 and focuses upon • Segmentation, Targeting and Positioning • Life cycle dynamics • Integrating the elements of the marketing mix: product, price, communication, and distribution. Marketing: MBA Program

9. Marketing 756:Marketing ResearchIyengar (Spring 2008) • The course is aimed at the manager, who is the ultimate user of the research and is responsible for determining the major scope and direction of research activities. • Also an excellent course for consultants interested in gaining an understanding of commonly used market analysis tools such as conjoint analysis, perceptual maps, etc… • Techniques of data collection, evaluation of alternative sources of information, and methods of evaluating data and presenting the results are covered. Marketing: MBA Program

10. Tools Applications and Management Context Focus Issue Focus • Entrepreneurial Marketing • Multinational Marketing • B2B Marketing • 890 Advanced Study Projects and Global Consulting Practicum  • 893 Marketing Metrics  • Entertainment and Sports Marketing  • Media and Entertainment Field Project • Integrating Marketing and Operations • Sales Force Management  • New Product Management  • Pricing Policy  • Advertising Management • 759 Channel Management • 777 Marketing Strategy  Marketing Course Structure Blue= Course offered Spring 2008 • Marketing Research • Law of Marketing and Antitrust • Models for Marketing Strategy • 773 Customer Behavior  • 776 Applied Probability Models in Marketing  • Marketing Methods for Business Consulting • Creativity Marketing: MBA Program

11. Illustrative Course Sequences Required Courses 621, 622, 756 High-Tech Marketing Manager Product Manager/ Retail Consulting Marketing: MBA Program

12. High-Tech Mktg. Manager Packaged Goods Product Manager • Sales Force Management  • 753 New Product Management  • 754 Pricing Policy  • Advertising Management  • Channel Management • Law of Marketing & Antitrust • Models for Strategy • 776 Applied Probability Models • 777 Marketing Strategy  • 781 Entrepreneurial Marketing • B2B Marketing • Creativity Consulting • 75375 New Product Mgmt  • Pricing Policy  • 760 Law of Marketing & Antitrust • 771 Models for Strategy • 777 Marketing Strategy  • 782 Multinational Mktg. • Mktg. Methods for Business Consulting • Advanced Study Projects and Global Consulting Practicum  • 892 Creativity • Entertainment and Sports Marketing  • Media and Entertainment Field Project • Integrating Marketing and Operations • New Product Management  • Pricing Policy  • Advertising • Management  • 759 Channel Management • 773 Customer Behavior  • Marketing Strategy  • 892 Creativity • Marketing Metrics  Illustrative Course Sequences (cont.) Blue= Course offered Spring 2008 Marketing: MBA Program

13. Dual Major in Marketing and Operations Management • Requirements: • Total of 7.5 course units (CUs): • MKTG 621/622 - Marketing core courses, 1CU • OPIM 631/632 - OPIM core courses, 1CU • MKTG 756 - Marketing Research, 1CU • MKTG/OPIM 655 - Integrating Marketing and Operations, .5 CU • Plus 4 CUs from the following electives, with at least 1 CU from Marketing and 2 CUs from OPIM; the remaining CU can be from either list. Marketing: MBA Program

14. Marketing Electives for Dual Major • MKTG 751 - Sales Force Management, .5 CUMKTG 753 - New Product Development, .5CUMKTG 754 - Pricing Policy, .5 CUMKTG 755 - Advertising Management, .5 CUMKTG 759 - Channel Management, .5CUMKTG 771 - Models for Marketing Strategy, 1 CUMKTG 773 - Customer Behavior, 1 CUMKTG 776 - Applied Probability Models in Marketing • MKTG 777 - Marketing Strategy, 1 CUMKTG 781 - Entrepreneurial Marketing, .5 CUMKTG 782 - Multinational Marketing, .5 CUMKTG 786 - Business to Business Marketing, .5 CUMKTG 789 - Marketing Methods and Applications for Business Consulting, .5 CU • MKTG 890 - Advanced Study Project, 1 CU *MKTG 892 - Creativity, 1 CU • MKTG 893 - Marketing Metrics, .5 CU • MKTG 894 - Entertainment and Sports Marketing, 1 CU • MKTG 895 - Media and Entertainment Field Projects, 1 CU • *  The ASP should deal with a topic that integrates across production and marketing. Possible topics include new product development, managing the marketing/manufacturing/product engineering interface, integrating front/back office operations in services, after-sales service, and distribution channel management. Marketing: MBA Program

15. Operations Management Electives for Dual Major OPIM 651x - Advanced Topics: Problem Solving, Design, and System Improvement, .5 CU OPIM 654 - Product Design and Development, 1 CU OPIM 656 - Process Management in Manufacturing, 1 CU OPIM 658 - Service Process Management, 1 CU OPIM 697 - Retail Supply Chain Management, .5 CU Marketing: MBA Program

16. Other Course Possibilities • MBA Thesis • PhD level courses • MKTG 963 Consumer Behavior • MKTG 964 Mathematical Models in Marketing Decision Making • MKTG 966 Measurement and Data Analysis in Marketing • MKTG 967 Research Methods in Marketing Marketing: MBA Program

17. Other Stuff • MBA Marketing Club with departmental involvement • Take your professor to lunch • Marketing Department colloquia (Thursdays 3:00-4:30) Marketing: MBA Program

18. Finally • For further information, go to the Marketing Department web site, where the MBA program and course offerings are presented in detail, including the latest schedule of courses for Spring 2008 http://www-marketing.wharton.upenn.edu/programs/ • Syllabi for Spring 2008 will be posted shortly on SPIKE • Contacts • Marketing Department’s Manager of Academic Affairs • Meredith Wickman mwickman@wharton.upenn.edu • Marketing Department’s MBA faculty advisors: • Eric T. Bradlow ebradlow@wharton.upenn.edu • Jagmohan Raju rajuj@wharton.upenn.edu Marketing: MBA Program

19. Questions? Marketing: MBA Program