Marketing: Curriculum: MBA Resource Guide - The Wharton School of the University of Pennsylvania

Marketing

Please note: Before scheduling classes, check with the department to determine the availability of courses for the upcoming semester or visit the Marketing website at http://marketing.wharton.upenn.edu.

The Marketing major helps students acquire the grounding in the basic disciplines (e.g., psychology, economics, statistics) essential to understand consumer and organizational buying patterns and develop successful marketing strategies.

For strategic decision-makers in the private and public sectors, “marketing” describes a fundamental approach to general management decision-making and a necessary set of business functions. Businesspeople trained in marketing can provide critical input in such areas as markets, competitors, and portfolios of operating technologies. As such, the field of marketing is a valuable preparation for many types of management careers, including consulting, entrepreneurial management, line management, and for those who have future interests in starting their own business.

Because of its broad relevance, marketing is often chosen by students as part of a dual major, as well as a major in itself. The variety of courses offered by the marketing faculty has been designed to meet the needs of both management generalists and students who choose the marketing management or marketing research major areas.

Students begin by taking Marketing Management (MKTG 621/622), an overview of the role of marketing in the development of business strategies. Using a combination of lectures, readings, case studies, and computer simulations, the courses review fundamental approaches in product/market selection, product line management, sales force operations, communications management, pricing and profit planning, management of channels of distribution, and marketing research. Students’ choices of further marketing courses depend on their preferences among the variety of management career paths. Students who decide to major in Marketing Management may apply MKTG 621/622 toward the major's requirements.

MBA Advisors: Eric T. Bradlow (telephone: 215.898.8255; ebradlow@wharton.upenn.edu; Jagmohan S. Raju (telephone: 215.898.1114; rajuj@wharton.upenn.edu).

Requirements for the Major
Two majors are available: the marketing management major and a cross-functional major in Marketing and Operations Management.

The major requires five credit units. Courses taken in fulfillment of the Marketing major cannot be taken on a pass/fail basis.


a) Two required core courses: MKTG 621 Marketing Management: Program Design (.5 cu); MKTG 622 Marketing Management: Strategy (.5 cu)
b) One course in marketing research: MKTG 756 Marketing Research
c) At least three credit units chosen from the following:: Full credit courses (1 cu each):; MKTG 760 Law of Marketing and Antitrust; MKTG 771 Models for Marketing Strategy; MKTG 773 Customer Behavior; MKTG 776 Applied Probability Models in Marketing; MKTG 777 Marketing Strategy (2nd year students); MKTG 890 Advanced Study Project (1 course unit) – group project; MKTG 891 Thesis (2 cu) (see note below); MKTG 899 Independent Study Project (see note below); MKTG 892 Creativity; MKTG 894 Entertainment and Sports Marketing; MKTG 895 Media and Entertainment Field Projects
One-half credit courses (.5 cu each):: MKTG 655/ OPIM 655 Integrating Marketing and Operations; MKTG 751 Sales Force Management; MKTG 753 New Product Management; MKTG 754 Pricing Policy; MKTG 755 Advertising Management; MKTG 759 Channel Management; MKTG 781 Entrepreneurial Marketing; MKTG 782 Multinational Marketing; MKTG 793 Retailing; MKTG 893 Marketing Metrics

Notw: A student contemplating MKTG 891 (Thesis) or MKTG 899 (Independent Study) must first find a faculty member who agrees to supervise and approve the student’s written proposal for an independent study project. Final approval is granted by a Marketing Department MBA Advisor.

Non-Marketing Majors
Students not majoring in Marketing often find that there are several combinations of marketing electives that fit their interests well. Popular combinations of electives include: the New Product Development one-half credit course combined with the Advertising Management or the Pricing Policy one-half credit courses (to complete one credit unit), the Marketing Research course, and the Marketing Strategy course.

MKTG 621 (.5 cu)
Marketing Management: Program Design
Description: See description in Core section.

MKTG 622 (.5 cu)
Marketing Management: Strategy
Description: See description in Core section.

MKTG 655 (.5 cu)
Integrating Marketing and Operations
Description: See Operations and Information Management OPIM 655.

MKTG 751 (.5 cu)
Sales Force Management
Description: Students who take this course will learn the basic functions of sales force management as well as theories and concepts about appropriately managing that function; become familiar with some recent research in sales management that underlies the theories and concepts; and be able to apply the research, theories, and concepts to practical situations. The course is concerned with how to manage a sales force rather than with how to sell, with the objective of maximizing the efficiency and effectiveness of the firm's revenue-generating arm. The emphasis is on business-to-business (rather than consumer) sales force management. Topics covered include salesperson effectiveness, deployment, motivation, organizational design, compensation, and evaluation.
Format: Lectures and discussion of cases and readings, including recent research. Course participation and exam.
Prerequisites: Completion of MKTG 621; MKTG 622 concurrently.

MKTG 753 (5.cu)
New Product Development
Description: The course’s primary focus is on new product/ service decisions and development processes. The course provides a comprehensive analytical coverage of the various product decisions, critical discussion of the research needed as input to the decisions, and the contributions of management and behavioral sciences to the development process. The course covers the following areas: the role of new products in marketing and corporate management; basic product policy concepts, product life cycle, product positioning, product portfolio, and new product development testing, management and launching.
Format: Group presentation of the application of the various concepts, findings, and approaches to a specific product or service of the group’s choice; case discussion and lecture; and class participation and class presentations, a short written assignment, and a group assignment.
Prerequisites: Completion of MKTG 621; MKTG 622 concurrently; completion of MKTG 756 is helpful.

MKTG 754 (.5 cu)
Pricing Policy
Description: The course provides a systematic presentation of the factors to be considered when setting price, and shows how pricing alternatives are developed. Analytical methods are developed and new approaches are explored for solving pricing decisions.
Format: Lecture and discussion. Homework and a final exam.
Prerequisites: Completion of MKTG 621; MKTG 622 concurrently; OPIM 621 and STAT 621 are recommended.

MKTG 755 (.5 cu)
Advertising Management
Description: The primary objective of this course is to provide students with an opportunity to analyze, design, and evaluate various advertising decisions. The course focuses on the concepts, theory, models, and findings from marketing, marketing research, communication research, and management science that are relevant to the design and evaluation of advertising. The specific topics covered in this course include advertising as a communications process, research for advertising strategy development, determining the advertising budget, the role of the advertising agency, message design, message/copy evaluation, media strategy, media selection models, evaluating advertising effectiveness, and evaluating the advertising campaign.
Format: Class discussion and presentation centered around the various steps in the development of an advertising campaign. Active participation in class and case discussions; one individual or team presentation; one written assignment; and either an advertising plan for a new product or a written in-class exam.
Prerequisites: Completion of MKTG 621; MKTG 622 concurrently.

MKTG 756
Marketing Research
Description: Marketing is important to any company that faces competition, and marketing research is the way companies obtain customer insights. This course provides a rigorous experience in marketing research methods (e.g., conjoint analysis, perceptual maps, etc.), and frameworks to guide when which technique is most useful. The course is aimed at managers, whose decision making is enhanced through marketing research, which transforms “data” into “information.” The manager is the ultimate user of marketing research and is responsible for determining its scope and direction. Techniques of data collection, evaluation of alternative sources of information, methods for analyzing data and presenting the results are covered.
Format: Lecture, discussion, and cases. Homework and a final examination.
Prerequisites: Completion of MKTG 621; MKTG 622 concurrently; STAT 621 is strongly recommended.

MKTG 759 (.5 cu)
Channel Management
Description: This course presents concepts and analytical tools necessary to manage distribution channels. We will view channels both as value delivery systems and as inter-organizational systems. The course is organized around three themes: designing a go-to-market approach and channel structure, coordinating the channel participants, and changing channels. Specific topics include going direct vs. indirect, incorporating the Internet into hybrid systems, e-commerce and value migration, franchising, channel conflict, legal issues regarding channel policies, category management and efficient consumer response (ECR) initiatives.
Format: Lectures, case discussions, small group project, class participation, case memos, small group project.
Prerequisites: MKTG 621; MKTG 622 concurrently.

MKTG 760/ LGST 805
Law of Marketing and Antitrust
Description: See Legal Studies LGST 805.

MKTG 771
Models for Marketing Strategy
Description: The purposes of the course are to help participants become better managers by acquainting and helping them to understand different types of models that have been used to aid marketing decisions; have them applied various tools developed for analyzing marketing decision problems; give participants critical skills for evaluating new marketing models about which they may read in the literature; help participants understand marketing problems more clearly by analyzing them quantitatively; and produce managers who will not be taken advantage of by some quantitative consultants.
Format: Evaluating marketing models papers; practicing with state-of-the-art computer-based models and software; building marketing models; discussing case studies that describe modeling applications; group presentations of model-based marketing strategy. Individual assignments, computer-based case analyses and presentations, term paper, group assignments, and class participation.
Prerequisites: Completion of MKTG 621/MKTG 622, calculus, and basic statistical analysis, including regression.

MKTG 773
Customer Behavior
Description: Marketing begins and ends with the customer, from determining customers’ needs and wants to providing customer satisfaction and maintaining customer relationships. This course examines the basic concepts and principles in customer behavior with the goal of understanding how these ideas can be used in marketing decision making. The class will consist of a mix of lectures, discussions, cases, assignments, project work and exams. Topics covered include customer psychological processes (e.g., motivation, perception, attitudes, decision-making) and their impact on marketing (e.g., segmentation, branding, customer satisfaction). The goal is to provide a set of approaches and concepts to consider when faced with a decision involving understanding customer responses to marketing actions.
Format: Lectures and discussion, case analyses, presentations. Exams, assignments, project, and class participation.
Prerequisites: Completion of MKTG 621/MKTG 622.

MKTG 776
Applied Probability Models in Marketing
Description: This course will expose students to the theoretical and empirical “building blocks” that will allow them to develop and implement powerful models of customer behavior. Over the years, researchers and practitioners have used these methods for a wide variety of applications, such as new product sales forecasting, analyses of media usage, customer valuation, and targeted marketing programs. These same techniques are also very useful for other types of business (and non- business) problems. 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 is not required).

MKTG 777
Marketing Strategy
Description: This course views marketing as both a general management responsibility and an orientation of an organization that helps one to create, capture and sustain customer value. The focus is on the business unit and its network of channels, customer relationships, and alliances. Specifically, the course attempts to help develop knowledge and skills in the application of advanced marketing frameworks, concepts, and methods for making strategic choices at the business level.
Format: The format varies by instructor. Check the syllabi. Most, though, use case, lecture, group projects, and class discussion.
Prerequisites: MKTG 621/MKTG 622; this course may be taken only in the second year.

MKTG 781 (.5 cu)
Entrepreneurial Marketing
Description: This course focuses on the key marketing concepts and methods relevant for entrepreneurs. In particular, it covers the marketing elements of new venture initiation (including a business plan), as well as marketing decisions for small and growing organizations. Topics include product/service design, assessment of market potential, creation of successful distribution relationships, and new product pricing. In contrast to the product development course, the emphasis here is on a new startup business rather than a new offering from an existing business. Topics covered in this course also include low-budget or no-budget market research, successful strategic alternatives for small business, alternatives to high-cost advertising (e.g., direct marketing, alternative media, and personal selling), segmentation, and targeted marketing. Students will prepare a marketing plan for an entrepreneurial organization of their choice, possibly for a new venture they are considering.
Format: Case, lecture, class discussions. Development of an organizational marketing plan for an entrepreneurial venture, readings, class discussion.
Prerequisites: Completion of MKTG 621; MKTG 622 concurrently; MKTG 756 concurrently; students are discouraged from taking this course and MKTG 753 except with permission of an MBA adviser.

MKTG 782 (.5 cu)
Multinational Marketing
Description: This course provides an interdisciplinary overview of the retailing industry. Primary focus will be on the customerfacing activities of retailers, including assortment planning, private- label development and the management of in-store operations, and the back-door activities (forecasting and supply chain management) that support customer interaction. In addition, current issues facing retailers, such as customer relationship management, industry consolidation and supplier relations, will be explored. The course will also survey topics in finance, operations, information technology and real estate as they relate to retail.
Format: Lecture and discussion, case analyses and guest speakers. Regular attendance, case discussions, assignments and exams.
Prerequisites: MKTG 621/622 or permission of instructor.

MKTG 793 (.5 cu)
Retailing
Description: This course provides an interdisciplinary overview of the retailing industry. Primary focus will be on the customerfacing activities of retailers, including assortment planning, private- label development and the management of in-store operations, and the back-door activities (forecasting and supply chain management) that support customer interaction. In addition, current issues facing retailers, such as customer relationship management, industry consolidation and supplier relations, will be explored. The course will also survey topics in finance, operations, information technology and real estate as they relate to retail.
Format: Lecture and discussion, case analyses and guest speakers. Regular attendance, case discussions, assignments and exams.
Prerequisites: MKTG 621/622 or permission of instructor.

MKTG 890
Advanced Study Project (ASP) in Marketing
(Group Projects)
Description: The principal objectives of this course are to provide opportunities for undertaking an in-depth study of a marketing problem and to develop the students' skills in evaluating research as designing marketing strategies for a variety of management situations. Selected projects can touch on any aspect of marketing as long as this entails the elements of problem structuring, data collection, data analysis, and report preparation. (Strict library-type research is not appropriate.) The course entails a considerable amount of independent work. Class sessions are used to monitor progress on the project and provide suggestions for the research design and data analysis. The last portion of the course often include an oral presentation by each group to the rest of the class and project sponsors. There are a number of ASP projects which involve practicums in multinational marketing in partnership with MBA students in Israel, Canada, Chile, and Mexico (see below). The output of the project is an implementable business plan which help a real company to enter or improve its position in a foreign market. Some projects help foreign companies increase exports to the U.S., while other help U.S. companies increase their exports to a foreign country. Along with marketing, the projects integrate other elements of management such as finance, production research and development, and human resources. See the Marketing Department for a current list of opportunities.
Format: Mainly individual group meetings with the instructor, written presentation and possibly an oral presentation.
Prerequisites: Written presentation and possibly an oral presentation. MKTG890 is taken in the fourth semester, after MKTG 621/622 and MKTG 756 have been completed. By application only. Students must apply in the fall semester for spring admittance.

MKTG 890 (1.5 cu)
Wharton Global Consulting Practicum (GCP) in partnership with the following institutions: Universidad Adolfo Ibañez (Chile), Peking University Guanghua School of Management (China), Fudan University School of Management (China), Universidad de los Andes (Colombia), Indian School of Business (India), Tel Aviv University Recanati Business School (Israel), Universidad del Pacifico (Peru), and Instituto de Empresa (Spain)
Description: The GCP is a cross-functional, globally-oriented program designed to educate MBA students in the problems of international business and the skills of consulting. It provides an experience in which students apply the concepts, tools, and paradigms they learn in their classes to real business problems. The GCP integrates several management disciplines, including marketing, operations, accounting, finance and general management. Students are encouraged to develop their skills in many important dimensions including: leadership and human resources, teamwork, cultural and economic diversity, language, and negotiation. Global teams, comprised of 4-6 Wharton MBA students with 4-6 MBA students from other leading international business schools, work with the top managers of their international client firms under the guidance of faculty from both schools. Wharton students’ experience in this course is highly focused on their particular global project team and client. Each project typically supports a client’s efforts to enter or enhance their position in the North American market. This course is project-based and meets during Quarters 3 and 4 with some work during Quarter 2. The Spring semester begins with travel to the partner country overWinter Break to meet the partner team and the client in person, and ends with a detailed tactical strategic marketing plan designed for launching their products/services. This plan is prepared in writing and presented orally by the team during a week-long seminar at the end of the semester referred to as May Colloquium. During the semester the team will participate in faculty and teaching assistant- supervised weekly team meetings (typically Tuesdays from 4:30pm - 7:30pm), a “Devil’s Advocate” session in February, and engage in original market research, state-of-the-art data analysis, focus groups, traveling to trade shows, surveys, business meetings with potential product users, marketing intermediaries in the field, as well as video and teleconferences with partner teams and participating clients. Specific guidelines must be followed in preparation for the final report. Acceptance to this course is by application only. Students must apply and be interviewed in September for Spring participation. For additional information visit the GCP website at: www.whartongcp.org

MKTG 891
Thesis (Individual Project)
Description:MKTG 891-I and MKTG 891-II (two terms; two credit units). Preparation of a thesis under individual supervision of a faculty member. The students selects the thesis topic. Written approval of the student’s topic and acceptance of the student as an advisee must be obtained from a faculty member before the student can elect the two-term thesis option..

MKTG 892
Creativity
Description: The objective of this course is to enhance the students’ creativity and ability to lead and manage creative people and innovations. The course will be divided into five parts:
1. A series of guest lectures and discussions with creative people from various fields such as architects, composer, musician, creative CEO, creative director of an advertising agency, curator, artist, designer, entrepreneur, game designer, Nobel prize winner, R&D director, a scientist, etc.
2. A review of the literature on creativity, creative people, and innovation as well as the leadership and management of creative people and innovation.
3. Application of various approaches for generating creative options.
4. Applications of creativity to selected management domains - approaches to the generation of creative options are not limited to the development of products and services or businesses, but can be applied to all areas of management and business. The purpose of these sessions is to explore the applications of creative approaches to M&A and growth strategies, marketing, cost reduction efforts, innovation, organizational design, and leadership and management of creative people.
5. Integration - a group project in which interdisciplinary teams of students generate a creative product/service/ business/strategy.
Format: Lectures, discussions, readings, class participation. Group project.
Prerequisites: None.

MKTG 893 (.5 cu)
Marketing Metrics
Description: Marketing budgets are legitimately being challenged as the value of these expenditures to the organization is less than clear. The purpose of this course is to a) make sure we have a common definition of the metrics being used in marketing today, b) identify metrics that should be used by marketers, c) show how we can use marketing metrics to help shape how much we should be spending and on which marketing activities, d) draw the link from marketing expenditures to the financial well-being of the course, and d) work towards an overall framework for connecting the marketing expenditures to the financial well being of the organization.

MKTG 894
Entertainment and Sports Marketing
Description: The Entertainment and Sports industry has become the United States’ second largest export product and has grown to nearly $500 billion in worldwide revenues. Coupled with its global economic significance, the excitement, glamour and competitiveness of show business arouses intrigue like no other industry. The focus of this new course is two-fold: to provide students with a framework for understanding the unique dynamics, structure, delivery systems, and marketing and promotional strategies that shape the entertainment and sports industries; and to examine how organizations who do not deliver entertainment as a core product, leverage sports and entertainment properties to advance separate and distinct marketing objectives. The course is divided into six topics: Business Models and Industry Structure; Television; Media and Public Relations; Corporate Sponsorships, Promotions and Event Marketing; Talent; and Licensing and Merchandising.
Format: Lecture, class discussion, and guest speakers. Three one-page papers and one team project.
Prerequisites: Completion of MKTG 621; MKTG 622 concurrently.

MKTG 895
Media and Entertainment Field Projects
Description: M&E Field Projects is a full credit experiential learning course comprised of high visibility, team projects in the media and entertainment industries, integrated with an individualized mentor program and select guest speaker giveand- take classroom discussions.
Format: Most classes will consist of individual team meetings to discuss field projects, guest speaker give-and-take discussions, and any other related questions. Students should be versed in the latest news and events by reading the industry trades regularly. Publications, like The Myers Report, Variety and Billboard, are usually provided to students at a discount or on a free trial basis. The focal point of the course is a team project that provides students hands-on, high visibility experience in the media and entertainment industries.
Prerequisites: Completion of MKTG 621/MKTG 622.

MKTG 899
Independent Study (Individual Project)
Description: A student contemplating an independent study project must first find a faculty member who agrees to supervise and approve the student’s written proposal as an independent study (MKTG 899). If a student wishes the proposed work to be used to meet the ASP requirement, he/she should then submit the approved proposal to the MBA adviser who will determine if it is an appropriate substitute. Such substitution will only be approved prior to the beginning of the semester.

Curriculum > Pre-Term > Core Curriculum > Global Immersion Program > MBA Majors & Courses Accounting Business and Public Policy Communication Program Environmental and Risk Management Finance Health Care Management Information: Strategy and Economics Insurance and Risk Management Legal Studies and Business Ethics Management Managing Electronic Commerce Marketing Marketing and Operations (Joint Major) Operations and Information Management Real Estate Statistics Program Planning Academic Policies Financial Information Wharton/Penn Services & Policies Graduate Code of Ethics Course Index SPIKE Course Auction Academic Calendar Contact Us Faculty A-Z MBA Resource Guide 2008-09 (602kb pdf)	Marketing Please note: Before scheduling classes, check with the department to determine the availability of courses for the upcoming semester or visit the Marketing website at http://marketing.wharton.upenn.edu. The Marketing major helps students acquire the grounding in the basic disciplines (e.g., psychology, economics, statistics) essential to understand consumer and organizational buying patterns and develop successful marketing strategies. For strategic decision-makers in the private and public sectors, “marketing” describes a fundamental approach to general management decision-making and a necessary set of business functions. Businesspeople trained in marketing can provide critical input in such areas as markets, competitors, and portfolios of operating technologies. As such, the field of marketing is a valuable preparation for many types of management careers, including consulting, entrepreneurial management, line management, and for those who have future interests in starting their own business. Because of its broad relevance, marketing is often chosen by students as part of a dual major, as well as a major in itself. The variety of courses offered by the marketing faculty has been designed to meet the needs of both management generalists and students who choose the marketing management or marketing research major areas. Students begin by taking Marketing Management (MKTG 621/622), an overview of the role of marketing in the development of business strategies. Using a combination of lectures, readings, case studies, and computer simulations, the courses review fundamental approaches in product/market selection, product line management, sales force operations, communications management, pricing and profit planning, management of channels of distribution, and marketing research. Students’ choices of further marketing courses depend on their preferences among the variety of management career paths. Students who decide to major in Marketing Management may apply MKTG 621/622 toward the major's requirements. MBA Advisors: Eric T. Bradlow (telephone: 215.898.8255; ebradlow@wharton.upenn.edu; Jagmohan S. Raju (telephone: 215.898.1114; rajuj@wharton.upenn.edu). Requirements for the Major Two majors are available: the marketing management major and a cross-functional major in Marketing and Operations Management. The major requires five credit units. Courses taken in fulfillment of the Marketing major cannot be taken on a pass/fail basis. a) Two required core courses MKTG 621 Marketing Management: Program Design (.5 cu) MKTG 622 Marketing Management: Strategy (.5 cu) b) One course in marketing research MKTG 756 Marketing Research c) At least three credit units chosen from the following: Full credit courses (1 cu each): MKTG 760 Law of Marketing and Antitrust MKTG 771 Models for Marketing Strategy MKTG 773 Customer Behavior MKTG 776 Applied Probability Models in Marketing MKTG 777 Marketing Strategy (2nd year students) MKTG 890 Advanced Study Project (1 course unit) – group project MKTG 891 Thesis (2 cu) (see note below) MKTG 899 Independent Study Project (see note below) MKTG 892 Creativity MKTG 894 Entertainment and Sports Marketing MKTG 895 Media and Entertainment Field Projects One-half credit courses (.5 cu each): MKTG 655/ OPIM 655 Integrating Marketing and Operations MKTG 751 Sales Force Management MKTG 753 New Product Management MKTG 754 Pricing Policy MKTG 755 Advertising Management MKTG 759 Channel Management MKTG 781 Entrepreneurial Marketing MKTG 782 Multinational Marketing MKTG 793 Retailing MKTG 893 Marketing Metrics Notw: A student contemplating MKTG 891 (Thesis) or MKTG 899 (Independent Study) must first find a faculty member who agrees to supervise and approve the student’s written proposal for an independent study project. Final approval is granted by a Marketing Department MBA Advisor. Non-Marketing Majors Students not majoring in Marketing often find that there are several combinations of marketing electives that fit their interests well. Popular combinations of electives include: the New Product Development one-half credit course combined with the Advertising Management or the Pricing Policy one-half credit courses (to complete one credit unit), the Marketing Research course, and the Marketing Strategy course. MKTG 621 (.5 cu) Marketing Management: Program Design Description: See description in Core section. MKTG 622 (.5 cu) Marketing Management: Strategy Description: See description in Core section. MKTG 655 (.5 cu) Integrating Marketing and Operations Description: See Operations and Information Management OPIM 655. MKTG 751 (.5 cu) Sales Force Management Description: Students who take this course will learn the basic functions of sales force management as well as theories and concepts about appropriately managing that function; become familiar with some recent research in sales management that underlies the theories and concepts; and be able to apply the research, theories, and concepts to practical situations. The course is concerned with how to manage a sales force rather than with how to sell, with the objective of maximizing the efficiency and effectiveness of the firm's revenue-generating arm. The emphasis is on business-to-business (rather than consumer) sales force management. Topics covered include salesperson effectiveness, deployment, motivation, organizational design, compensation, and evaluation. Format: Lectures and discussion of cases and readings, including recent research. Course participation and exam. Prerequisites: Completion of MKTG 621; MKTG 622 concurrently. MKTG 753 (5.cu) New Product Development Description: The course’s primary focus is on new product/ service decisions and development processes. The course provides a comprehensive analytical coverage of the various product decisions, critical discussion of the research needed as input to the decisions, and the contributions of management and behavioral sciences to the development process. The course covers the following areas: the role of new products in marketing and corporate management; basic product policy concepts, product life cycle, product positioning, product portfolio, and new product development testing, management and launching. Format: Group presentation of the application of the various concepts, findings, and approaches to a specific product or service of the group’s choice; case discussion and lecture; and class participation and class presentations, a short written assignment, and a group assignment. Prerequisites: Completion of MKTG 621; MKTG 622 concurrently; completion of MKTG 756 is helpful. MKTG 754 (.5 cu) Pricing Policy Description: The course provides a systematic presentation of the factors to be considered when setting price, and shows how pricing alternatives are developed. Analytical methods are developed and new approaches are explored for solving pricing decisions. Format: Lecture and discussion. Homework and a final exam. Prerequisites: Completion of MKTG 621; MKTG 622 concurrently; OPIM 621 and STAT 621 are recommended. MKTG 755 (.5 cu) Advertising Management Description: The primary objective of this course is to provide students with an opportunity to analyze, design, and evaluate various advertising decisions. The course focuses on the concepts, theory, models, and findings from marketing, marketing research, communication research, and management science that are relevant to the design and evaluation of advertising. The specific topics covered in this course include advertising as a communications process, research for advertising strategy development, determining the advertising budget, the role of the advertising agency, message design, message/copy evaluation, media strategy, media selection models, evaluating advertising effectiveness, and evaluating the advertising campaign. Format: Class discussion and presentation centered around the various steps in the development of an advertising campaign. Active participation in class and case discussions; one individual or team presentation; one written assignment; and either an advertising plan for a new product or a written in-class exam. Prerequisites: Completion of MKTG 621; MKTG 622 concurrently. MKTG 756 Marketing Research Description: Marketing is important to any company that faces competition, and marketing research is the way companies obtain customer insights. This course provides a rigorous experience in marketing research methods (e.g., conjoint analysis, perceptual maps, etc.), and frameworks to guide when which technique is most useful. The course is aimed at managers, whose decision making is enhanced through marketing research, which transforms “data” into “information.” The manager is the ultimate user of marketing research and is responsible for determining its scope and direction. Techniques of data collection, evaluation of alternative sources of information, methods for analyzing data and presenting the results are covered. Format: Lecture, discussion, and cases. Homework and a final examination. Prerequisites: Completion of MKTG 621; MKTG 622 concurrently; STAT 621 is strongly recommended. MKTG 759 (.5 cu) Channel Management Description: This course presents concepts and analytical tools necessary to manage distribution channels. We will view channels both as value delivery systems and as inter-organizational systems. The course is organized around three themes: designing a go-to-market approach and channel structure, coordinating the channel participants, and changing channels. Specific topics include going direct vs. indirect, incorporating the Internet into hybrid systems, e-commerce and value migration, franchising, channel conflict, legal issues regarding channel policies, category management and efficient consumer response (ECR) initiatives. Format: Lectures, case discussions, small group project, class participation, case memos, small group project. Prerequisites: MKTG 621; MKTG 622 concurrently. MKTG 760/ LGST 805 Law of Marketing and Antitrust Description: See Legal Studies LGST 805. MKTG 771 Models for Marketing Strategy Description: The purposes of the course are to help participants become better managers by acquainting and helping them to understand different types of models that have been used to aid marketing decisions; have them applied various tools developed for analyzing marketing decision problems; give participants critical skills for evaluating new marketing models about which they may read in the literature; help participants understand marketing problems more clearly by analyzing them quantitatively; and produce managers who will not be taken advantage of by some quantitative consultants. Format: Evaluating marketing models papers; practicing with state-of-the-art computer-based models and software; building marketing models; discussing case studies that describe modeling applications; group presentations of model-based marketing strategy. Individual assignments, computer-based case analyses and presentations, term paper, group assignments, and class participation. Prerequisites: Completion of MKTG 621/MKTG 622, calculus, and basic statistical analysis, including regression. MKTG 773 Customer Behavior Description: Marketing begins and ends with the customer, from determining customers’ needs and wants to providing customer satisfaction and maintaining customer relationships. This course examines the basic concepts and principles in customer behavior with the goal of understanding how these ideas can be used in marketing decision making. The class will consist of a mix of lectures, discussions, cases, assignments, project work and exams. Topics covered include customer psychological processes (e.g., motivation, perception, attitudes, decision-making) and their impact on marketing (e.g., segmentation, branding, customer satisfaction). The goal is to provide a set of approaches and concepts to consider when faced with a decision involving understanding customer responses to marketing actions. Format: Lectures and discussion, case analyses, presentations. Exams, assignments, project, and class participation. Prerequisites: Completion of MKTG 621/MKTG 622. MKTG 776 Applied Probability Models in Marketing Description: This course will expose students to the theoretical and empirical “building blocks” that will allow them to develop and implement powerful models of customer behavior. Over the years, researchers and practitioners have used these methods for a wide variety of applications, such as new product sales forecasting, analyses of media usage, customer valuation, and targeted marketing programs. These same techniques are also very useful for other types of business (and non- business) problems. 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 is not required). MKTG 777 Marketing Strategy Description: This course views marketing as both a general management responsibility and an orientation of an organization that helps one to create, capture and sustain customer value. The focus is on the business unit and its network of channels, customer relationships, and alliances. Specifically, the course attempts to help develop knowledge and skills in the application of advanced marketing frameworks, concepts, and methods for making strategic choices at the business level. Format: The format varies by instructor. Check the syllabi. Most, though, use case, lecture, group projects, and class discussion. Prerequisites: MKTG 621/MKTG 622; this course may be taken only in the second year. MKTG 781 (.5 cu) Entrepreneurial Marketing Description: This course focuses on the key marketing concepts and methods relevant for entrepreneurs. In particular, it covers the marketing elements of new venture initiation (including a business plan), as well as marketing decisions for small and growing organizations. Topics include product/service design, assessment of market potential, creation of successful distribution relationships, and new product pricing. In contrast to the product development course, the emphasis here is on a new startup business rather than a new offering from an existing business. Topics covered in this course also include low-budget or no-budget market research, successful strategic alternatives for small business, alternatives to high-cost advertising (e.g., direct marketing, alternative media, and personal selling), segmentation, and targeted marketing. Students will prepare a marketing plan for an entrepreneurial organization of their choice, possibly for a new venture they are considering. Format: Case, lecture, class discussions. Development of an organizational marketing plan for an entrepreneurial venture, readings, class discussion. Prerequisites: Completion of MKTG 621; MKTG 622 concurrently; MKTG 756 concurrently; students are discouraged from taking this course and MKTG 753 except with permission of an MBA adviser. MKTG 782 (.5 cu) Multinational Marketing Description: This course provides an interdisciplinary overview of the retailing industry. Primary focus will be on the customerfacing activities of retailers, including assortment planning, private- label development and the management of in-store operations, and the back-door activities (forecasting and supply chain management) that support customer interaction. In addition, current issues facing retailers, such as customer relationship management, industry consolidation and supplier relations, will be explored. The course will also survey topics in finance, operations, information technology and real estate as they relate to retail. Format: Lecture and discussion, case analyses and guest speakers. Regular attendance, case discussions, assignments and exams. Prerequisites: MKTG 621/622 or permission of instructor. MKTG 793 (.5 cu) Retailing Description: This course provides an interdisciplinary overview of the retailing industry. Primary focus will be on the customerfacing activities of retailers, including assortment planning, private- label development and the management of in-store operations, and the back-door activities (forecasting and supply chain management) that support customer interaction. In addition, current issues facing retailers, such as customer relationship management, industry consolidation and supplier relations, will be explored. The course will also survey topics in finance, operations, information technology and real estate as they relate to retail. Format: Lecture and discussion, case analyses and guest speakers. Regular attendance, case discussions, assignments and exams. Prerequisites: MKTG 621/622 or permission of instructor. MKTG 890 Advanced Study Project (ASP) in Marketing (Group Projects) Description: The principal objectives of this course are to provide opportunities for undertaking an in-depth study of a marketing problem and to develop the students' skills in evaluating research as designing marketing strategies for a variety of management situations. Selected projects can touch on any aspect of marketing as long as this entails the elements of problem structuring, data collection, data analysis, and report preparation. (Strict library-type research is not appropriate.) The course entails a considerable amount of independent work. Class sessions are used to monitor progress on the project and provide suggestions for the research design and data analysis. The last portion of the course often include an oral presentation by each group to the rest of the class and project sponsors. There are a number of ASP projects which involve practicums in multinational marketing in partnership with MBA students in Israel, Canada, Chile, and Mexico (see below). The output of the project is an implementable business plan which help a real company to enter or improve its position in a foreign market. Some projects help foreign companies increase exports to the U.S., while other help U.S. companies increase their exports to a foreign country. Along with marketing, the projects integrate other elements of management such as finance, production research and development, and human resources. See the Marketing Department for a current list of opportunities. Format: Mainly individual group meetings with the instructor, written presentation and possibly an oral presentation. Prerequisites: Written presentation and possibly an oral presentation. MKTG890 is taken in the fourth semester, after MKTG 621/622 and MKTG 756 have been completed. By application only. Students must apply in the fall semester for spring admittance. MKTG 890 (1.5 cu) Wharton Global Consulting Practicum (GCP) in partnership with the following institutions: Universidad Adolfo Ibañez (Chile), Peking University Guanghua School of Management (China), Fudan University School of Management (China), Universidad de los Andes (Colombia), Indian School of Business (India), Tel Aviv University Recanati Business School (Israel), Universidad del Pacifico (Peru), and Instituto de Empresa (Spain) Description: The GCP is a cross-functional, globally-oriented program designed to educate MBA students in the problems of international business and the skills of consulting. It provides an experience in which students apply the concepts, tools, and paradigms they learn in their classes to real business problems. The GCP integrates several management disciplines, including marketing, operations, accounting, finance and general management. Students are encouraged to develop their skills in many important dimensions including: leadership and human resources, teamwork, cultural and economic diversity, language, and negotiation. Global teams, comprised of 4-6 Wharton MBA students with 4-6 MBA students from other leading international business schools, work with the top managers of their international client firms under the guidance of faculty from both schools. Wharton students’ experience in this course is highly focused on their particular global project team and client. Each project typically supports a client’s efforts to enter or enhance their position in the North American market. This course is project-based and meets during Quarters 3 and 4 with some work during Quarter 2. The Spring semester begins with travel to the partner country overWinter Break to meet the partner team and the client in person, and ends with a detailed tactical strategic marketing plan designed for launching their products/services. This plan is prepared in writing and presented orally by the team during a week-long seminar at the end of the semester referred to as May Colloquium. During the semester the team will participate in faculty and teaching assistant- supervised weekly team meetings (typically Tuesdays from 4:30pm - 7:30pm), a “Devil’s Advocate” session in February, and engage in original market research, state-of-the-art data analysis, focus groups, traveling to trade shows, surveys, business meetings with potential product users, marketing intermediaries in the field, as well as video and teleconferences with partner teams and participating clients. Specific guidelines must be followed in preparation for the final report. Acceptance to this course is by application only. Students must apply and be interviewed in September for Spring participation. For additional information visit the GCP website at: www.whartongcp.org MKTG 891 Thesis (Individual Project) Description:MKTG 891-I and MKTG 891-II (two terms; two credit units). Preparation of a thesis under individual supervision of a faculty member. The students selects the thesis topic. Written approval of the student’s topic and acceptance of the student as an advisee must be obtained from a faculty member before the student can elect the two-term thesis option.. MKTG 892 Creativity Description: The objective of this course is to enhance the students’ creativity and ability to lead and manage creative people and innovations. The course will be divided into five parts: 1. A series of guest lectures and discussions with creative people from various fields such as architects, composer, musician, creative CEO, creative director of an advertising agency, curator, artist, designer, entrepreneur, game designer, Nobel prize winner, R&D director, a scientist, etc. 2. A review of the literature on creativity, creative people, and innovation as well as the leadership and management of creative people and innovation. 3. Application of various approaches for generating creative options. 4. Applications of creativity to selected management domains - approaches to the generation of creative options are not limited to the development of products and services or businesses, but can be applied to all areas of management and business. The purpose of these sessions is to explore the applications of creative approaches to M&A and growth strategies, marketing, cost reduction efforts, innovation, organizational design, and leadership and management of creative people. 5. Integration - a group project in which interdisciplinary teams of students generate a creative product/service/ business/strategy. Format: Lectures, discussions, readings, class participation. Group project. Prerequisites: None. MKTG 893 (.5 cu) Marketing Metrics Description: Marketing budgets are legitimately being challenged as the value of these expenditures to the organization is less than clear. The purpose of this course is to a) make sure we have a common definition of the metrics being used in marketing today, b) identify metrics that should be used by marketers, c) show how we can use marketing metrics to help shape how much we should be spending and on which marketing activities, d) draw the link from marketing expenditures to the financial well-being of the course, and d) work towards an overall framework for connecting the marketing expenditures to the financial well being of the organization. MKTG 894 Entertainment and Sports Marketing Description: The Entertainment and Sports industry has become the United States’ second largest export product and has grown to nearly $500 billion in worldwide revenues. Coupled with its global economic significance, the excitement, glamour and competitiveness of show business arouses intrigue like no other industry. The focus of this new course is two-fold: to provide students with a framework for understanding the unique dynamics, structure, delivery systems, and marketing and promotional strategies that shape the entertainment and sports industries; and to examine how organizations who do not deliver entertainment as a core product, leverage sports and entertainment properties to advance separate and distinct marketing objectives. The course is divided into six topics: Business Models and Industry Structure; Television; Media and Public Relations; Corporate Sponsorships, Promotions and Event Marketing; Talent; and Licensing and Merchandising. Format: Lecture, class discussion, and guest speakers. Three one-page papers and one team project. Prerequisites: Completion of MKTG 621; MKTG 622 concurrently. MKTG 895 Media and Entertainment Field Projects Description: M&E Field Projects is a full credit experiential learning course comprised of high visibility, team projects in the media and entertainment industries, integrated with an individualized mentor program and select guest speaker giveand- take classroom discussions. Format: Most classes will consist of individual team meetings to discuss field projects, guest speaker give-and-take discussions, and any other related questions. Students should be versed in the latest news and events by reading the industry trades regularly. Publications, like The Myers Report, Variety and Billboard, are usually provided to students at a discount or on a free trial basis. The focal point of the course is a team project that provides students hands-on, high visibility experience in the media and entertainment industries. Prerequisites: Completion of MKTG 621/MKTG 622. MKTG 899 Independent Study (Individual Project) Description: A student contemplating an independent study project must first find a faculty member who agrees to supervise and approve the student’s written proposal as an independent study (MKTG 899). If a student wishes the proposed work to be used to meet the ASP requirement, he/she should then submit the approved proposal to the MBA adviser who will determine if it is an appropriate substitute. Such substitution will only be approved prior to the beginning of the semester.	Course List MKTG 621 (.5 cu) Marketing Management: Program Design MKTG 622 (.5 cu) Marketing Management: Strategy MKTG 655 (.5 cu) Integrating Marketing and Operations MKTG 751 Sales Force Management MKTG 753 New Product Development MKTG 754 Pricing Policy MKTG 755 Advertising Management MKTG 756 Marketing Research MKTG 759 Channel Management MKTG 760 Law of Marketing and Antitrust MKTG 771 Models for Marketing Strategy MKTG 773 Customer Behavior MKTG 776 Applied Probability Models in Marketing MKTG 777 Marketing Strategy MKTG 781 Entrepreneurial Marketing MKTG 782 Multinational Marketing MKTG 793 Retailing MKTG 890 Advanced Study Project (ASP) in Marketing MKTG 890 Wharton Global Consulting Practicum MKTG 891 Thesis (Individual Project) MKTG 892 Creativity MKTG 893 (.5 cu) Marketing Metrics MKTG 894 Entertainment and Sports Marketing MKTG 895 Media and Entertainment Field Projects MKTG 899 Independent Study (Individual Project)
© 2008 University of Pennsylvania
Last Modified June 30, 2008

MBA Resource Guide 2008-2009

Marketing