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  • MKMR 355: Communications Management in a Digital Marketplace

    3.00 Credits
    Case Western Reserve University

    In a marketplace where consumer touchpoints have gone digital and new digital methods of connecting with the consumers are emerging, this course provides a sound understanding of management of an organization's total marketing communications. The focus is on identifying appropriate strategy and tactics for effectively communicating with end consumers and other stakeholders/public in both conventional ways and also in new and emerging ways. Students examine the roles of advertising, sales promotion and public relations, along with below the line methods like direct response advertising, and Internet based methods including display and search advertising, affiliate marketing and viral campaigns. They work with developing and managing these elements as part of an overall, synergistic communications strategy. Perspectives and metrics for evaluation of the effectiveness of marketing communications are also introduced and discussed. Prereq: MKMR 301.
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  • MKMR 360: Independent Study

    1.00 - 3.00 Credits
    Case Western Reserve University

    This course is offered, with permission, to students undertaking reading and research in an area of their special interest.
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  • MKMR 403: Managerial Marketing

    3.00 Credits
    Case Western Reserve University

    This course focuses on managing marketing as a process of creating value and mutually desirable exchanges of values. That is the foundation of a customer orientation and a central theme of market-driven management. Methods for strategic marketing planning, understanding buyer behavior, market analysis, segmentation and devising integrated marketing programs are introduced. Creating customer value and competitive advantage in worldwide markets is the central theme. Prereq: ACCT 401.
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  • MKMR 403A: Marketing

    1.00 Credits
    Case Western Reserve University

    This course is designed to refresh and enhance student familiarity with fundamental concepts in marketing management, and with how those concepts are applied to solve realistic business problems. The course exposes students to basic marketing theory in the areas of consumer behavior and decision making (both individual consumers and organizational buyers), pricing strategies, channel management and its importance to marketing strategy, new product development and management and its importance to marketing strategy, new product development and management, and promotion management. Equal emphasis is given to analyzing business cases that deal with realistic situations where the theories described above can be applied. Considerable emphasis is also given to learning analysis techniques and back-of-the-envelope calculations that can be applied to case data (financial, market research results, industry reports, etc.) to gain further insights. Prereq: Open to ACL-MBA students.
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  • MKMR 407: Marketing Value Chain Management

    3.00 Credits
    Case Western Reserve University

    This course views the supply chain (including the distribution channels) as a multi-organization business system that enables customers at all points in the system to acquire the benefits/value they want in the way they want to acquire them. It is a collaborative human network creating customer and shareholder value throughout the system. Strategic and tactical management topics include specifying customer desired value, assessing network members' (suppliers, producers, distributors, and customers) abilities to create it, and consequently allocating decisions, tasks, and rewards to members. Emphasis is on structure, communication, motivation, and control/discipline to encourage effective implementation throughout the supply chain system. Offered as MKMR 307, MKMR 407 and OPMT 407.
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  • MKMR 408: Marketing Metrics

    3.00 Credits
    Case Western Reserve University

    Evaluation and control are important strategic marketing processes and without effective and consistent measurement, these processes cannot be performed adequately. In recent years, marketing budgets have been challenged by top managers as the value of these expenditures to an organization's financial well being is not often clear. Marketing activities such as advertising, sales promotions, sales force allocation, new product development and pricing all involve up-front investments and making these investments now require increasing scrutiny. This course will be about knowing and understanding what to measure, how to measure and how to report it so the link between marketing tactics and financial outcomes is clearer. The course will include lecture by the instructor, readings (no textbook), cases, computer based data exercises and guest lectures. There will also be a team project requirement. Prereq: MBAC 506 or MKMR 403 or MBAP 407.
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  • MKMR 410: Marketing Insight Management

    3.00 Credits
    Case Western Reserve University

    To appreciate, design, and implement data-based marketing studies for extracting valid and useful insights for managerial action that yield attractive ROI. Five essential processes are emphasized: (a) making observations about customers, competitors, and markets, (b) recognizing, formulating, and refining meaningful problems as opportunities for managerial action, (c) developing and specifying testable models of marketing phenomenon, (d) designing and implementing research designs for valid data, and (e) rigorous analysis for uncovering and testing patterns and mechanisms from marketing data. Prereq: MKMR 403 or MBAC 506 or MBAP 407.
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  • MKMR 411: Customer Relationship Management

    3.00 Credits
    Case Western Reserve University

    Customer Relationship Management (CRM) is the strategic process of building and maintaining profitable customer relationships through co-creation of value with customers. This course starts with understanding the relationship between an organization's strategic goals and customer relationships, including assessing CRM systems, management and implementation, in both B2B and B2C markets. Students will learn the fundamentals of customer profitability analysis, customer portfolio management, B2B relationship/sales force management and automation, designing services to optimize customer experiences, as well as expanding customer relationships through services. Additionally, students will explore how one-to-one marketing and social networks enhance customer relationships. Learning will be accomplished through critical discussion of case studies and contemporary marketing issues, and hands-on group project and presentation, and interaction with experienced CRM marketing professionals. Prereq: MKMR 403 or MBAC 506 or MBAP 407.
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  • MKMR 419: Market Space Management

    3.00 Credits
    Case Western Reserve University

    This course will introduce you to the fundamental marketing ideas, tools and skills that enable managers to pursue high growth, high return business models in today's complex and severely competitive markets. Kim and Mauborgne (1999) broke new marketing ground by emphasizing the idea of discovering fundamentally new (unoccupied) market spaces (i.e., where there are no direct competitors). Innovators look across, rather than within, traditional competitive market boundaries to create real value innovation. The reward is a rapid growth, high return business model. Chakravorti (2004) addressed methods of managing those models. Today's market space networks are so complex that one customer's adoption of an innovation usually depends on its systematic adoption by many other members of the value chain. So, innovators must develop multiple partnerships by changing the behaviors of numerous players, while concurrently dealing with competitive threats. In the course you will learn and practice the seven major tasks of market space discovery and management: 1. Identifying unoccupied market space(s) in which the product or service offers network partners and end users long-term, demonstrable value, 2. determining those parties' perceptions of the product's unique benefits to them, 3. mapping the structure and dynamics of the Inter-organizational networks--including both potential partners and competitors, 4. determining the members' perception of the costs to them of partnering, 5. developing and costing a program to develop relationships with the partners and end users, 6. estimating profitability and ROI, and 7. executing the management program. Course materials include text, readings and cases as a basis for lectures and discussions. Guest speakers address managerial perspectives. Student individual and team deliverables can include active class participation, position papers, case analyses, tests, and a Market Space Audit project. Offered as MKMR 419 and MSOR 419.
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  • MKMR 421: Marketing Value Creation

    3.00 Credits
    Case Western Reserve University

    Marketing value creation is the process of creating and managing successful brands through continuous innovation. Successful brand innovation and management requires understanding evolving customer needs; creating and delivering the right products, services, and experiences; and managing the process to enhance brand equity and customer satisfaction. Through text, readings, cases, high-profile guest lectures and team projects, this engaging class will cover the innovation and branding process from discovery of unmet needs, brand and product development, to brand promotion and advertising and brand equity measurement. A sustainability thread will weave through the course, covering topics such as brand's ecological footprint, product safety, eco-friendly branding, the ethics of advertising, the impact of pricing on consumers and corporate social responsibility. The result of proper sensitivity to customer needs, social concerns and the environment is integral to the process of value creation for customers, companies and society. Prereq: MKMR 403 or MBAC 506 or MBAP 407.
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