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MARKETING AREA

MARKETING AREA. FTMBA Core and Electives 2012-13. 2012-13 FT-MBA Marketing Curriculum. Marketing Mgmt (core). G = Global content elective; * = Experiential ‘Lab’ Course; MP = Mgmt Practice elective. Tools / Knowledge Electives. Marketing Functions. Implementation and

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MARKETING AREA

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  1. MARKETING AREA FTMBA Core and Electives 2012-13

  2. 2012-13 FT-MBA Marketing Curriculum Marketing Mgmt (core) G = Global content elective; * = Experiential ‘Lab’ Course; MP = Mgmt Practice elective Tools / Knowledge Electives Marketing Functions Implementation and Industry Electives Product and Brand Management GMSC (MP)* Market Intell. & Cust. Insights Integrated Mktg Communications Marketing Analytics Consulting (MP)* Consumer Behavior (next 2013-14) Sales and Business Development Applied IMC* (tentative spring’13) Marketing Strategy and CRM Marketing Seminar (G) New Prod Lab* (next 2013-14) Ideation* Syndicated Data Analysis (module) Directed Study Channel Strategy (next spring 2014) Digital Mktg (next 2013-14)

  3. 2012-13 FT-MBA MKT Courses by Semester (n) denotes number of sections

  4. Marketing Area Electives, Fall 2012 G = Global content elective

  5. Class of 2013, 2-Year Program Q: What should my schedule look like so I am competitive for a career in marketing? Q: I am on the finance or consulting tracks. What marketing electives should I consider?

  6. B546Integrated Marketing Communications Fall 2012 (day) Overview Students develops expertise in the IMC process of planning, developing executing, evaluating and controlling the use of various promotional mix elements to effectively communicate with target audiences. Career Relevance • Brand management (CPG, industrial, services) • Advertising agencies: account executives, media planners, researchers • Digital marketing • General managers of companies utilizing advertising

  7. B547Product and Brand Management Fall ‘12 (eve) / Spring’13 (day) Topics • Creating, maintaining, and managing brand equity • Segmentation strategies • Media creative and media planning • Pricing strategies and tactics • Brand analytics • Sales forecasting • Develop and implement a brand plan over a (simulated) 10-period horizon. Career Relevance • Brand management (CPG, industrial, services) • Advertising • Digital marketing • Consulting • Entrepreneurs • Hi-tech

  8. B641GMarketing Seminar (G) Fall 2012 (day & eve) Topics • Analysis of the marketing implications of contemporary problems facing business today • Topics change each semester. Recent topics include globalization, consolidation of markets, managing in mature markets, and changing customer demographics This course counts towards the Global depth requirement. Career Relevance • Consulting • General management • Brand management (CPG, industrial, services) • Global business • Entrepreneurs • Hi-tech

  9. B649Marketing Strategy and CRM Fall 2012 (eve) Topics • Competitive marketing strategy • Marketing resource allocation • Market opportunity assessment • Marketing analysis and planning • Customer analysis and valuation • Strategy evaluation tools Career Relevance • Consulting • General management • Customer insights and customer analytics • Brand management (CPG, industrial, services) • Entrepreneurs • Hi-tech

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