The theory and practice of marketing strategy and competitive decision-making.
Topics include environmental analysis; targeting and positioning; marketing
tactics, segmentation, marketing research, market planning, pricing and programs;
and implementation and control.
Use of concepts from the behavioral sciences for identifying market segments, predicting customer response to alternative marketing strategies, developing marketing strategies for specific consumer markets, and models of consumer decision making.
Marketing communications as part of a firm's marketing mix. Dissemination of information is considered through advertising and other forms of communicating demand-influencing ideas. Included is a discussion of publicity, mass media, sales force communication, reseller support, and the analysis of communication strategies.
Basic approaches to planning, collecting, analyzing, and communicating information from the marketplace. Techniques and applications for designing marketing strategies based upon market data.
Capstone course in marketing emphasizing strategic aspects of decision making in a marketing environment. Decision theory and quantitative methods illustrated in considering alternatives when formulating strategic plans. Case studies used.
Identifying and analyzing worldwide marketing opportunities, and generating strategies for capitalizing on them. The impacts of environmental differences on marketing strategies are considered including the political, legal, cultural, social, and economic factors in international markets.
This is a course that focuses on business level marketing strategy and the development of the marketing plan. It examines the marketing-related issues and solutions to problems arising from trying to market products or services in global competitive business environments.
The principal focus of this course will be on understanding the marketing implications of E-Commerce. In other words, this course is not so much about learning HTML or Javascript but looking at E-Commerce from a manager's viewpoint. Students enrolled in this course will learn about how Internet marketing is different from traditional marketing, as well as what this means for traditional concepts like marketing mix, gaining customer loyalty, and making profits. Issues such as E-business models, Internet advertising and pricing, and current state of affairs with respect to B2B auctions and Internet law will also be touched upon in the sessions.
The main focus is on understanding the marketing implications of E-Commerce, not on learning HTML or JavaScript. It looks at E-Commerce from a manager's viewpoint, noting how Internet marketing differs from traditional marketing, and what this means for traditional concepts like marketing mix, gaining customer loyalty, and making profits. Issues such as E-business models, Internet advertising and pricing, and the current state of affairs with respect to B2B auctions and supply chains will also be touched upon in the sessions. Course involves written case assignments and completion of a group project.
This course integrates material from the previous courses in the MBA/MS program and is only available to MBA/MS students. Understanding new models of supply chain logistics and electronic channels as contrasted with traditional channels for creating value for ultimate consumers and end users. Topics include: back-end fulfillment strategies, productivity, customer service, Internet warehousing and transportation systems, order processing, transactions costs efficiency, the role of infomediaries and interorganizational relationships, the role of order processing and on-line ordering, the use of the internet in customer service, and the role of the internet in the development of procurement strategies, customer oriented shipping tracing and tracking, claims processing and settlement, the management of reverse logistics channels and materials handling.
This course integrates material from the previous courses in the MBA/MS program and is only available to MBA/MS students. Use of concepts from the behavioral sciences for identifying eBusiness market segments, predicting customer response to marketing strategies in web mediated environments, communications strategies for disseminating information and developing pricing strategies with emphasis on customer acquisition, relationship management and retention.
The principal focus of this course will be on understanding the marketing implications of E-Commerce. In other words, this course is not so much about learning HTML or Javascript but looking at E-Commerce from a manager's viewpoint. Students enrolled in this course will learn about how Internet marketing is different from traditional marketing, as well as what this means for traditional concepts like marketing mix, gaining customer loyalty, and making profits. Issues such as E-business models, Internet advertising and pricing, and current state of affairs with respect to B2B auctions and Internet law will also be touched upon in the sessions.
Understanding new models of supply chain logistics and electronic channels
as contrasted with traditional channels for creating value for ultimate consumers
and end users. Topics include: back-end fulfillment strategies, productivity,
customer service, Internet warehousing and transportation systems, order processing,
transactions costs efficiency, the role of infomediaries and interorganizational
relationships, the use of the internet in customer service, and the role of
the internet in the development of
procurement strategies, customer oriented shipping tracing and tracking, claims
processing and settlement, the management of reverse logistics channels, and
in materials handling.
Study of the management of branded products and services from the inception
of new product ideas and the new product development process through the stages
of the product life cycle.
Designed to provide students with a comprehensive overview of the business,
cultural, social and economic factors that affect management decision-making
in Asian firms, the course encompasses classroom instruction and discussion
of Asian business practices. It is supplemented with visits by corporate and
government officials as well as field visits to several production and processing
centers. Students must complete a project on comprehensive business practices.
Examines the philosophical underpinnings of theories and theory development. Focuses on how theoretical and conceptual models are developed to explain or predict marketing phenomena. Exposes students to the literature in marketing on theory and marketing theory.
Introduction to research in marketing based on the behavioral social science disciplines: Psychology, Sociology, Anthropology, and Behavioral Decision Research. Emphasis on the domain of consumer and buyer behavior and the domain of managerial/sales person behavior. Focuses on psychology based theorization and on consumer behavior applications; provides a broad introduction to the gamut of behavioral research in marketing. Introduces existing and applied behavioral research in marketing, as well as current and historical approaches.
Builds on the previous courses, theory development, behavioral research, and quantitative research to examine substantive areas in marketing. Topic areas include: segmentation, strategy, advertising, promotion, pricing, product development and management, distribution channels, sales force, and retailing. Designed to offer exposure to the substantive issues of marketing theoreticians and an opportunity to delve more deeply into one or more areas of special interest.
Analysis of domestic marketing systems in different countries and economic systems. Role of economic development levels, and institutional, cultural, and social forces in conditioning performance of the marketing function. Run as needed for international business Ph.D. students and as an elective for marketing Ph.D. students, this course examines what is similar and what is different about marketing systems and processes across cultures and nation-states.
Introduction to research in marketing that is based on the quantitative disciplines, Economics, Operations Research, and Statistics. Course has two purposes: to introduce students to current quantitatively based research in marketing and to introduce students to how to do quantitatively based research in marketing.
An introduction to all aspects of academic research in marketing. Topics include:
i) nature and purpose of academic research in marketing, ii) examination of
differences between academic and practitioner based research, iii) introduction
to research process and review process, iv) exposure to the base disciplines
that academic marketing research draws on, vi) exploration of the domains of
marketing research and the kinds of research that are performed, vii) introduction
to the methodologies that are used in academic marketing research, and viii)
exposure to the research currently being done by the Temple faculty.
In this course, you'll develop a firmer grasp on the strategic aspects of marketing decisions within the context of the total enterprise. You'll also analyze marketing management practices, organization and decision processes through traditional and internet-based business case studies involving product development, segmentation, pricing, promotion, distribution and implementation.