Tài liệu Marketing BBA Core and Electives 2012-2013 ppt

Marketing BBA Core and Electives 2012-2013 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 O’Day •  (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 O’Day (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 [...]... 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”) BBA Marketing Electives F2012-W2013 Fall 2012 •  M322-B Digital Marketing Tim O’Day (1 section, 1.5 credits) •  Topics:... 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 “what’s next” How to analyze digital marketing ideas and present a cogent persuasive point-of-view How to develop and. .. information processing Attitudes Consumer decision making Social and cultural influences BBA Marketing Electives F2012-W2013 Career Relevance •  Brand management (CPG) Winter 2013 •  Marketing managers in global companies •  M315 International Marketing Management Melanie E Zaglia (1 section, 3 credits) •  Consultants •  Topics: ~  Cross-cultural Marketing ~  ~  ~  ~  International environment Market entry... persuasive point-of-view How to develop and present digital-based marketing ideas to solve a “live” business problem Career Relevance •  Brand managers (CPG, industrial, services) •  Advertising client managers •  Advertising agency manager •  Media executives •  Entrepreneurs •  Managers responsible for marketing and advertising BBA Marketing Electives F2012-W2013 Career Relevance Winter 2013 •  M325 New... •  Brand manager: CPG, industrial, and services •  Innovation managers •  Topics: •  Consultants ~  •  Entrepreneurs ~  ~  ~  ~  ~  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. . .BBA Marketing Electives F2012-W2013 Career Relevance Winter 2013 •  Brand management (CPG) •  Business Development •  M313 Consumer Behavior Carolyn Yoon (2 sections, 3 credits) •  Innovation Practice •  Topics: •  Consumer Insights & Market Knowledge •  Consulting ~  ~  ~  ~  ~  ~  Qualitative research methods Needs and values Memory and information processing Attitudes... product development and commercialization BBA Marketing Electives F2012-W2013 Career Relevance •  Advertising creative executives and copywriters Fall 2012 & Winter 2013 •  M407 Designing Persuasive Communication Jennifer Ashman (1 section each term, 3 credits) •  Advertising client managers •  Marketing and advertising researchers •  Web-based marketing and advertising executives •  Consultants •  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) . Marketing BBA Core and Electives 2012-2013 March 2012 Overview •  MKT Core Overarching Framework (“The Big Picture”) and Faculty. 2012-13 BBA Marketing Electives (Semester + Instructor) Winter 2013 Fall 2012 •  Brand management (CPG, industrial, and services) •  Advertising •  E-marketing