Всего учебных программ в данном разделе: 2
Special topics: Applied Probability Models in Marketing [учебная программа]
Опубликовано на портале: 21-10-2003Peter S. Fader
This course will expose students to the theoretical and empirical "building blocks" that will allow them to construct, estimate, and interpret powerful models of consumer behavior. Over the years, researchers and practitioners have used these models for a wide variety of applications, such as new product sales, forecasting, analyses of media usage, and targeted marketing programs. Other disciplines have seen equally broad utilization of these techniques. The course will be entirely lecture-based with a strong emphasis on real-time problem solving. Most sessions will feature sophisticated numerical investigations using Microsoft Excel. Much of the material is highly technical. Students must have a high comfort level with basic integral calculus, and recent exposure to a formal course in probability statistics would be helpful (but not required).
Marketing Management [учебная программа]
Опубликовано на портале: 16-10-2003Fader Fitzsimons
In common with Marketing 621, the primary objectives of this course are to introduce you to the concepts and theories underlying marketing decision making, and to provide you with the skills to analyze and understand complex marketing situations in order to develop and execute appropriate managerial actions. However, Marketing 621 concentrates upon the overall analysis of the environment and the match of products to market. Marketing 622 builds upon Marketing 621 and focuses upon each of the elements of the marketing mix: product, price, communication, and distribution. The course relies on lectures, a computer simulation, and case discussions to help you perceive the real power and value of marketing concepts, develop a disciplined approach to the analysis of marketing situations, to build upon your skills for communicating and interacting with peers in solving problems, to experience the "world of marketing managers—what they do and how they go about doing it, to understand how marketing relies upon information technology, and to appreciate how the elements of marketing analysis fit together.