Wharton Marketing Department MBA Orientation and Course Offerings. MBA Program Advisors: Americus Reed, Bob Meyer and Patti Williams

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1 Wharton Marketing Department MBA Orientation and Course Offerings Marketing Department MBA Program Advisors: Americus Reed, Bob Meyer and Patti Williams Marketing: MBA Program 1

2 1. The Marketing Major Core Courses MKTG 611, and 612 or 613, and 756 Marketing Course Structure Tools Applications and Management Illustrative Course Sequences Consulting Product Management/Retail High-Tech Marketing 2. Marketing and Operations Management (Joint Major) Marketing: MBA Program 2

3 Marketing Department Faculty Standing Faculty Professor of Marketing J. Scott Armstrong David R. Bell Eric Bradlow George S. Day Jehoshua Eliashberg Peter Fader Stephen J. Hoch J. Wesley Hutchinson Barbara Kahn Leonard Lodish Barbara Mellers Robert Meyer Jagmohan Raju David Reibstein Christophe Van den Bulte Yoram (Jerry) Wind Z. John Zhang Gal Zauberman Associate Professor of Marketing Raghu Iyengar Americus Reed II Deborah Small Patti Williams Assistant Professor of Marketing Jonah Berger Keisha Cutright Cassie Mogilner Rom Schrift Qiaowei Shen Tubar Pinar Yildirim Other Appointments Anthony Adams, Lecturer Robert Malcolm, Lecturer Michaela Draganska, Lecturer Nancy Sheridan, Lecturer Klaus Wertenbroch, Visiting Professor Paul Schoemaker, Adjunct Professor Keith Niedermeier, Adjunct Assistant Professor Elea Feit, Lecturer Ashish Sood, Lecturer Marketing: MBA Program 3

4 Marketing Department Faculty

5 Marketing Major Requirements Five course units including: (a) Two required core courses: MKTG Marketing Management (.5 cu) AND MKTG Dynamic Marketing Strategy (.5 cu) * OR MKTG Marketing Management (.5 cu) AND MKTG Strategic Marketing Simulation (.5 cu) * (b) One course in marketing research: MKTG 756 Marketing Research (c) At least three course units chosen from the electives. Marketing: MBA Program 5

6 Electives offered Full credit courses (1 cu each): MKTG 669 Special Topics: Experiments for Business Decision Making MKTG 728 Contagious: How Products, Ideas and Behaviors Catch On MKTG 729 Special Topics - Interactive Marketing: Marketing in the Age of the Empowered Consumer MKTG 730 Special Topics - Digital Marketing and Electronic Commerce MKTG 756 Marketing Research (Required for Marketing major) MKTG 760 Law of Marketing and Antitrust MKTG 771 Models for Marketing Strategy MKTG 773 Customer Behavior MKTG 775 Managing the Value of Customer Relationships MKTG 776 Applied Probability Models in Marketing MKTG 777 Marketing Strategy (2nd year students) MKTG 778 Strategic Brand Management MKTG 890 Advanced Study Projects (1.0 cu, except GCP which is 1.5 cu) MKTG 892 Creativity MKTG 893 Advanced Study: Marketing in Emerging Economies: Understanding & Marketing to the Chinese & Indian Consumer MKTG 899 Independent Study Project One-half credit courses (1/2 cu each) MKTG 655 Integrating Marketing and Operations MKTG 733x Social Impact of Marketing MKTG 753 New Product Management MKTG 754 Pricing Policy MKTG 755 Advertising Management MKTG 781 Entrepreneurial Marketing MKTG 793 Retailing MKTG 896 Retail Merchandising Marketing: MBA Program 6

7 Marketing 611: Marketing Management Williams, Hutchinson, Raju, Draganska (Q1 - Fall 2012) 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 611 concentrates upon the overall analysis of the environment and the match of products to the market. Offered only in Quarter 1 each Fall Semester Marketing: MBA Program 7

8 Marketing 612: Dynamic Marketing Strategy Reibstein (Fall - Q2) Bradlow (Spring - Q3), Meyer (Spring - Q4) Building upon Marketing 611, the goal of this course is to develop skills in formulating and implementing marketing strategies for brands and businesses. The course will focus on issues such as the selection of which businesses and segments to compete in, how to allocate resources across businesses, segments, and elements of the marketing mix, as well as other significant strategic issues facing today's managers in a dynamic competitive environment This is a 0.5 cu course which can be taken after completing MKTG 611 It is offered in the second half of the Fall semester, or in either half of the spring semester. NOTE: Students cannot take both MKTG 612 and MKTG 613 Marketing: MBA Program 8

9 Marketing 613: Strategic Marketing Simulation Reibstein (meets 4 days in early January before spring semester) Bradlow (meets 3 weekends (Friday/Saturday) in February during Q3) Meyer (meets 3 weekends (Friday/Saturday) in April during Q4) Building upon MKTG 611, MKTG 613 is an intensive immersion course designed to develop skills in formulating and implementing marketing strategies for brands and businesses. The central activity will be participation in a realistic integrative product management simulation named SABRE. The SABRE simulation conveys the two foci of learning in the course: the changing nature of strategic problems and their optimal solutions as industries progress through the product life cycle, and exposure to the latest analytic tools for solving these problems. This is a 0.5 cu course which can be taken after completing MKTG 611. NOTE: Students cannot take both MKTG 612 and MKTG 613 Marketing: MBA Program 9

10 Marketing 756: Marketing Research Zauberman (Fall 2012) Iyengar (Spring 2013) 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

11 Marketing Course Structure Course offered Spring 2013 Tools Applications and Management 728 Contagious 756 Marketing Research 760 Law of Marketing & Antitrust 771 Models for Marketing Strategy 773 Customer Behavior 775 Managing Customer Value 776 Applied Probability Models in Marketing 778 Strategic Brand Management 892 Creativity Issue Focus 729 Special Topics: Marketing in the Age of the Empowered Consumer 732 New Product Development 753 New Product Management 754 Pricing Policy 755 Advertising Management 777 Marketing Strategy 793 Retailing 896 Retail Merchandising Context Focus 669 Special Topics: Experiments for Business Decision Making 730 Special Topics: Digital Marketing and Electronic Commerce 733 Social Impact of Marketing 778 Strategic Brand Management 781 Entrepreneurial Marketing 782 Multinational Marketing Marketing: MBA Program 11

12 Illustrative Course Sequences Required Courses 611; and 612 or 613; and 756 Consulting Product Management/ Retail High-Tech Marketing Marketing: MBA Program 12

13 Illustrative Course Sequences Consulting 733 Social Impact of Marketing 753 New Product Management 754 Pricing Policy 775 Managing Customer Value 760 Law of Marketing & Antitrust 771 Models for Strategy 777 Marketing Strategy 782 Multinational Marketing 890 Advanced Study Project Global Consulting Practicum 892 Creativity Packaged Goods Product Management 728 Contagious: How Products, Ideas and Behaviors Catch On 729 Special Topics: Marketing in the Age of the Empowered Consumer 732 New Product Development 753 New Product Management 754 Pricing Policy 755 Advertising Management 773 Customer Behavior 777 Marketing Strategy 778 Strategic Brand Management 782 Multinational Marketing 793 Retailing 892 Creativity 896 Retail Merchandising High-Tech Marketing 669 Special Topics: Experiments for Business Decision Making 730 Special Topics: Digital Marketing and Electronic Commerce 753 New Product Management 754 Pricing Policy 755 Advertising Management 760 Law of Marketing & Antitrust 771 Models for Strategy 776 Applied Probability Models 777 Marketing Strategy 778 Strategic Brand Management 781 Entrepreneurial Marketing = Course offered Spring 2013 Marketing: MBA Program 13

14 Marketing and Operations Management (Joint Major) 1. Marketing Core: MKTG Marketing Management (0.5 cu) and either MKTG Dynamic Marketing Strategy or MKTG Strategic Marketing Simulation (0.5 cu) 2. OPIM Core: OPIM Managing the Productive Core of the Firm: Quality and Productivity (0.5 cu) and either OPIM Managing the Productive Core of the Firm: Business Analytics (0.5) or OPIM Managing the Productive Core of the Firm: Information Technology and Business Transformation (0.5) or OPIM Managing the Productive Core of the Firm: Innovation (0.5 cu) or OPIM Managing the Productive Core of the Firm: Operations Strategy (0.5 cu) 3. MKTG Marketing Research (1.0 cu) 4. MKTG/OPIM Integrating Marketing and Operations (0.5 cu) 5. Electives totaling 4 credit units, with at least one credit unit from the Marketing Department and at least two credit units from the OPIM Department. Marketing: MBA Program 14

15 Other Course Possibilities MBA Thesis PhD level courses MKTG 960 Judgment and Decision Making Perspectives on Consumer Behavior MKTG 961 Economic/OR Models in Marketing MKTG 963 Information Processing Perspectives on Consumer Behavior MKTG 964 Empirical Models in Marketing MKTG 966 Measurement and Data Analysis in Marketing MKTG 967 Research Methods in Marketing Marketing: MBA Program 15

16 Other Department Information MBA Marketing Club with departmental involvement Website: Marketing Department Colloquia (Thursdays 3:00-4:20 in JMHH 741). Contact Beth McCarthy if you are interested in getting on the mailing list. Marketing: MBA Program 16

17 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: https://marketing.wharton.upenn.edu/ Contacts Marketing Department Chairperson Raju Jagmohan Marketing Department s Business Manager Angela Di Marketing Department s MBA faculty advisors: Patti Williams Bob Meyer Americus Reed Marketing: MBA Program 17

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