Tài liệu Marketing BBA Core and Electives 2012-2013 ppt

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

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

A

WINTER

2013

B

(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

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

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 O’Day (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 “what’s

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