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Course Criteria
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3.00 Credits
Applies marketing concepts, analyses and tools used in business-to-business (B2B) marketing which accounts for more than half of the economic activity in the US. Develops an understanding of customer value management as a strategy for delivering superior value to targeted business segments while maintaining equitable returns. Using an analytical framework, students assess components of customer value and translate them into actionable marketing strategies and programs. Focuses on brand building, web and technology facilitation of the supply chain, and customer relationship management. Underscores sales force management within the context of go-to-market strategy. Discusses ethical issues and various B2B contexts such as products and services, for-profits and non-profits, domestic and global markets. Emphasis on applications in technology and healthcare domains. Includes case studies, applied exercises, and readings.
Prerequisite:
Prereq: None
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3.00 Credits
Introduces tools from strategy and economics to look systematically at marketing strategy. Topics include how to maximize value for the customer-firm-supplier triad and how to develop new sources of competitive advantage. Taught mostly with cases. Half-term subject.
Prerequisite:
Prereq: None
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3.00 Credits
Provides an overview and feel for what is involved in new product development within a larger organization, as well as in start-up firms. The key question is: How does an idea or an invention become a successful innovation in the marketplace? Seminar features a series of speakers who focus on specific aspects of this process, from topics such as "the fuzzy front end" that seed teams face, championing an idea through an organization, keeping an entrepreneurial spirit alive, growing pains, designing the business plan, meeting communications challenges, and using creative marketing techniques.
Prerequisite:
Prereq: None
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3.00 Credits
Seminar on current marketing literature and current research interests of faculty and students. Topics such as marketing models, consumer behavior, competitive strategy, marketing experimentation, and game theory. Restricted to doctoral students.
Prerequisite:
Prereq: 15.810
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0.00 - 6.00 Credits
Presentations by faculty, doctoral students, and guest speakers of ongoing research relating to current issues in marketing. Topics: reports of research projects (proposed or in progress) and informal discussions of recent literature dealing with subjects of special interest to participants. Restricted to doctoral students.
Prerequisite:
Prereq: Permission of instructor
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3.00 Credits
Provides a foundation for building, managing, and defending brands at various stages in the brand life cycle. Introduces the fundamentals of brand architecture and management relevant for B2C and B2B Marketing. Examples from a variety of industries cover topics that include brand co-creation, diffusion, imitation, and authenticity. Explores theory and practice using cases and academic research.
Prerequisite:
Prereq: 15.809, 15.810, or 15.812
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3.00 Credits
Examines models of consumer behavior and methods for its analysis and prediction. Focuses on theories developed in marketing, psychology, and other behavioral sciences, and their role in understanding consumer preferences and decision making. Reviews theories in the context of a variety of industry applications. Students apply theories to their own market research projects.
Prerequisite:
Prereq: 15.810
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3.00 Credits
Introduction to systems thinking and system dynamics modeling applied to strategy, organizational change, and policy design. Students use simulation models, management flight simulators, and case studies to develop conceptual and modeling skills for the design and management of high-performance organizations in a dynamic world. Case studies of successful applications of system dynamics in growth strategy, management of technology, operations, supply chains, product development, and others. Principles for effective use of modeling in the real world.
Prerequisite:
Prereq: Permission of instructor
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3.00 Credits
Continuation of 15.871, emphasizing tools and methods needed to apply systems thinking and simulation modeling successfully in complex real-world settings. Uses simulation models, management flight simulators, and case studies to deepen the conceptual and modeling skills introduced in 15.871. Through models and case studies of successful applications students learn how to use qualitative and quantitative data to formulate and test models, and how to work effectively with senior executives to implement change successfully. Prerequisite for further work in the field.
Prerequisite:
Prereq: 15.871
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3.00 Credits
Explores how system dynamics can help organizations achieve important goals. Student teams pair with clients to tackle a pressing issue framed by the client and its partners. In interactive classroom sessions, and via client engagement, students learn modeling and consulting skills they need to be effective. Focuses on gaining practical insight from system dynamics and its application across a wide range of organizations and challenges.
Prerequisite:
Prereq: 15.872
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