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
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