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MARKETING AREA

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

  3. Marketing Area Electives, Spring 2013 MP = Management Practice elective

  4. FT-MBA / EvMBA Marketing Core What Should You Do? How Should You Do It? Analyze STP Segmentation Execute Context Targeting Product Company Competitors Evaluate Positioning Price Collaborators Customers Place Promotion Ed Leonard Manish Tripathi Ryan Hamilton

  5. B541Ideation Career Relevance • Brand management (CPG, industrial, services) • Advertising • Consulting • Entrepreneurs Spring 2013 (day) Overview Helps students develop a skill in thinking and developing a ‘master idea’ – an idea that aligns ideals, values and objectives, and is the driver of strategic direction of an organization.

  6. B542Marketing Intelligence and Customer Insights Career Relevance • Brand management (CPG, industrial, services) • Consumer insights • Consulting • Entrepreneurship • Advertising agencies • Digital marketing • General managers • Investment banking Spring 2013 (day & eve) Topics • The market research process • Linking data to managerial decision making • Survey design and analysis • Forecasting techniques • Social media as a source of marketing intelligence • Marketing experiments and test markets • Segmentation and targeting

  7. B544Marketing Analytics Consultancy (MP) Career Relevance • Marketing management • Consulting • General management • Entrepreneurs • Customer insights Spring 2013 (eve) Overview The course provides a platform for students to gain experience in applying analytics techniques to solve real world marketing problems. The course will focus on using consumer behavior theory to structure analyses, the selection of statistical methods for different types of problems and data, and the translation of technical material to general management audiences. This is a Management Practice elective.

  8. 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

  9. B548Sales and Business Development Career Relevance • Customer business development • Sales and key account management • Consulting • Entrepreneurs • Investment banking and professional services Spring 2013 (day & eve) Topics • The selling process and personal selling • Sales management and sales operations • Business development and selling into a channel of distribution.

  10. B549Goizueta Marketing Strategy Consultancy (MP) Career Relevance • Consulting • Marketing management • General management • Customer insights Spring 2013 (day) Overview GMSC partners teams of dedicated MBAs with industry leaders from sponsor organizations to provide customized marketing solutions to significant marketing challenges. The course culminates with a final presentation made to 100+ business managers. Students learn tools to solve marketing problems while building strong client-management and presentation skills, enabling them to succeed in their internships and broader careers. This is a Management Practice elective.

  11. B646Consumer Behavior Dec.2012 - Jan.2013 ACE Topics • Qualitative research methods • Needs and values • Memory and information processing • Attitudes • Consumer decision making • Social and cultural influences Career Relevance • Brand management (CPG) • Business development • Innovation practice • Consumer insights and market knowledge • Consulting

  12. B648Channel Strategy Career Relevance • Consulting and Strategy • Business development • General management and B2B • Supply chain management • Key account management Spring 2013 (eve) Overview This course is about how to create strategic advantage through partnering, intermediaries, and retailer networks. Topics include multichannel management, how to structure and manage business partnerships for maximum returns, how to select and incentivize partners and how to design and redesign routes to market.

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