Through exposure to a strategic marketing perspective for the identification of research problem areas, this course will further socialize students into the process of developing research ideas and undertaking research, while stimulating the development of ideas for summer projects, qualifying papers, and dissertations. Students will learn to write simply and clearly in a variety of formats. Questrom's new digital hub for relevant, thought-provoking ideas on emerging business topics. dance team freshman class towson university joins national champion 595 Commonwealth Avenue If you already know what youd like us to do, lets get started. Effective Fall 2020, this course fulfills a single unit in each of the following BU Hub areas: Oral and/or Signed Communication, Research and Information Literacy, Writing, Research & Inquiry. Develops a critical appreciation of both the opportunities and challenges associated with the increasing globalization of markets.

Students will explore dimensions of the modern landscapes of brand, corporate and nonprofit "citizenship" and how they relate to marketing. Across business contexts including B2C, B2B, products versus services, global versus domestic markets, small/medium/large organizations, for-profit versus social enterprises, the course builds the fundamental skills involved in analyzing market challenges and opportunities and making decisions for the formulation and implementation of successful and sustainable marketing programs. Questrom School of Business It explores the origin, the history, and the evolution of luxury and gives an overview of the global luxury industry. Covers topics relating to customer service management and focuses on the role of marketing in managing services. Registered by permission only. The course employs a combination of cases, lectures, role plays, videos, and classroom exercises. This course equips students to sell complex products and services via consultative selling integrated with digital customer engagement. In this class, we will learn about causal methods, when they work, how to implement them in R, and how to apply them to digital markets. Why people are willing to drive across town to save $5 on a tank of gasoline, for example, when they would not drive a minute to save $5 on a refrigerator. Through a combination of interactive discussions, cases, practical examples, and individual assignments, the course enables participants to take both a theoretical and practical approach to the luxury industry and its marketing practices. Threats to sustaining the value of one's brand (e.g., threats to the supply chain) will be examined. Course objectives include learning how to inspire action through compelling, high-impact communications by taking a point of view and supporting it with logic and evidence, generating insights with meaningful conclusions and recommendations, and understanding and applying the principles of logical reasoning to organize information and lead an audience to action. Introduces students to the field of marketing management: analysis, planning and implementation of marketing strategies as the means for achieving an organization's objectives. hwang joseph central rock shui xiang 1954 shan feng class head copyright Understanding Needs by qualifying leads, undertaking research and discovery conversations, 3. 4.

This course is designed to familiarize students with the current major theoretical streams of research in consumer behavior. Digital offers powerful tactics to reach consumers along the funnel: online display ads raise awareness, search listings reach consumers with intent, on-site e-commerce marketing facilitate conversion, and social medial both energizes and retains customers. This course provides a practical understanding of how business strategies and tactics are driven by marketing's dual focus on customers and competition. Topics covered include market segmentation, targeting, and positioning, and new product development. Questrom's new digital hub for relevant, thought-provoking ideas on emerging business topics. Rafik B. Hariri Building The simulation allows students to make decisions and see results on key topics such as segmentation, positioning, managing a brand portfolio, integrated marketing communications, and marketing channels. entenmann In addition, we will examine the methodology of market research (specific to consumer behavior) to build the tools you will need to interpret and base decisions on it. The internet has become a ubiquitous channel for reaching consumers and gathering massive amounts of business-intelligence data. Finally, students will enhance professional skills that are integral to business success. frelund marriedbiography The Marketing Department supports a marketing concentration at both the, Digital Product Management Micromasters Degree. When is making a change to a price, algorithm, or product worthwhile? Topics include trends and practices associated with media planning and buying across the various media platforms as well as advertising creative best practices. Through exposure to a strategic marketing perspective for the identification of research problem areas, this course will further socialize students into the process of developing research ideas and undertaking research, while stimulating the development of ideas for summer projects, qualifying papers, and dissertations. Specifically, the course examines how digital technology can be used to (a) engage consumers prior to purchase; (b) to enhance and augment the consumption experience; and (c) to build ongoing and long-lasting relationships with consumers post-purchase.

Differences in a mass versus luxury marketing approach are discussed. Across business contexts including B2C, B2B, products versus services, global versus domestic markets, small/medium/large organizations, for-profit versus social enterprises, the course builds the fundamental skills involved in analyzing market challenges and opportunities and making decisions for the formulation and implementation of successful and sustainable marketing programs. These topics will be explored using case studies and a client-based project, as well as a final exam. Topics addressed include leads generation and management; preparing and making sales presentations and sales calls; handling objections, networking; building relationships; closing deals; and ethics. BOSTON UNIVERSITY We will learn how to implement these methods in R. Causal inference has become especially important for digital businesses because they are often able to run experiments and to harness 'big data' to make decisions. Find out what the BU community is saying and doingor join the conversation yourself. They will also gain hands-on experience training machine learning models in Python and deriving insights and making predictions from real-world data. Students learn the techniques of strategic analysis necessary to price more profitably by evaluating the price sensitivity of buyers, determining relevant costs, anticipating and influencing competitors' pricing and formulating an appropriate pricing strategy. This is an introductory course on Digital Marketing emphasizing analytics that seeks to familiarize students with digital marketing tactics. Sessions are highly interactive featuring: Discussions with guest experts; Case studies; an RFP simulation; Role playing including "The Price is Right Game"; Video shorts; Student stories; Real- world best practices; and pitfalls. Open only to non-Questrom students. This is not a statistics course (though an introduction to basic principles is part of the course). We will use the product and customer growth matrix to determine new product opportunities and frameworks to prioritize markets for entry. The course explores marketing insights and marketing strategies in the context of the evolving health sector. Application available on the Graduate Center website. cr. PhD-level directed study in Marketing. Closing the Sale by gaining buyer commitment, pricing-to- value and seamless contracting, 5. We will conduct qualitative and quantitative analyzes of company situations and then apply principles of marketing to provide solid recommendations from which companies can take action. Boston, MA 02215. Rather than relying on the gut intuition of a manager, businesses are increasingly using experiments and other forms of causal data analysis to answer these questions. Topics addressed include the marketing of health care services by providers, insurance product marketing, marketing to physicians, new product development, particularly for pharmaceuticals and medical devices, and consumer adoption of medical and service innovations. 1, 2, or 3 cr. Our inclusive and vibrant community of learners allows everyone to have a voice, and is supported by classroom innovations and leading-edge content. Students will learn about the key environmental forces shaping the needs and preferences of the global consumer and the impact of foreign, political, and economic factors on the marketing mix. The second module of the course focuses on assessing marketing performance and will cover decision support tools that can help brand and product managers make decisions with regard to marketing spending including advertising, pricing, and promotions.

The second part focuses on issues related to managing a salesperson or a group of salespeople: sales force sizing, recruitment, selection, and training; designing compensation and reward schemes; establishing sales objectives/quotas; supervising, mentoring, coaching, and motivating salespeople. Areas of study include: cause-related marketing and cause branding; nonprofit branding and social movements, as well as corporate social responsibility and shared value creation. This is a course about branding, and the ways that brands acquire and sustain value in the marketplace. Topics include but are not limited to: Myth and Cultural Narratives; Semiotics; Materialism; Consumer-Brand Relationships; Consumer Socialization; Sub-Cultures of Gender, Lifestyle, Ethnicity, and Social Class; Communities and Tribes; Illicit Pleasures, Addictions, and High Risk Consumption; Politics of Consumption; and Consumer Well-Being. Creating and leveraging luxury brand equity is a significant challenge. The course includes lectures, case analysis, guest speakers, and a strategic marketing management simulation where students take the role of brand manager. This course will explore luxury entrepreneurship, innovation, and disruptive business models, the role of technology, craftsmanship, and design in the creation and evolution of luxury brands. These five characteristics have a big impact on the type of challenges, analysis, and marketing decisions made in high-tech industries. Select topics may include brand equity, brand (re)positioning, brand relationships, brand loyalty, brand community, open source branding, branded entertainment and other cultural branding strategies, internal branding, brand architecture design and portfolio strategy, brand leverage and extensions, brand metrics, crisis management, and brand stewardship. In teams, students will: (1) translate a real-time business or policy challenge into a specific behavior change project; (2) use the frameworks presented in class along with research from economics, psychology, marketing, and other related disciplines to develop possible interventions and/or frameworks for addressing the challenge; and (3) audit the decision-making process of various stakeholders to identify pain points and opportunities for behavior change. Note that this information may change at any time. BU is tweeting, poking, blogging, and tagging.

At the heart of marketing lies consumers and their marketing journey through the stages of awareness, intent, conversion and finally retention.

The course develops essential data analytics skills--critical thinking, data mining, experimental analysis and design--applied to ad campaign, ad attribution, and social media data. Students will analyze data using the R programming language, derive actionable insights from the data, and present their findings. Were here to put your people and research on news networks and magazine covers, to bring your stories to life in videos and photos, and to tellor tweetthe world about our Universitys growing reputation in print, online, and anywhere else we can find an audience. The business topics covered include pricing, balancing digital marketplaces like Airbnb and Uber, reputation systems, measuring influence in social networks, and algorithmic design. In this course, we will learn how digital has revolutionized the interactions between firms and consumers along this journey. In many instances, the difference is in their marketing. The course will begin by discussing randomized controlled trials, the most reliable way of measuring effects, and will move onto other methods that can be used when experiments are not feasible or unavailable.

Students learn the techniques of strategic analysis necessary to price more profitably by evaluating the price sensitivity of buyers, determining relevant costs, anticipating and influencing competitors' pricing, and formulating an appropriate pricing strategy. Questrom School of Business This course builds on material presented in MK927 to familiarize doctoral students with various areas of investigation for problem-oriented academic marketing research pertinent to the research mission of the department: advancing the customer-focused firm. This class will be a combination of case discussions, workshops, speakers, and finally application to real companies. ring class vt tech virginia rings says This course will teach students how to perform hands-on analytics on such datasets using modern supervised machine learning techniques through series a lectures and in-class exercises. The days of brick and mortar vs. online are gone and retailing has transitioned into omni-channel retailing. In this course, you will learn how retailers are successfully navigating this transformation. The course will use a combination of cases, lectures, and a hands-on project to develop these skills. Persuasive written and oral communications are essential skills that are required for success in every business discipline. This course provides a practical understanding of how business strategies and tactics are driven by marketing's dual focus on customers and competition. The goal of the course is to create an understanding of modern supervised machine learning methods, and the types of problems to which they can be applied. Formerly MK445. The course will explore topics such as how to attract omni-channel customers, the customer purchase journey, buying and merchandising management for such settings, and what retailers need to support an omni-channel strategy. Addressing Needs by writing differentiating proposals and winning in the room 4. The course introduces methods that can be used to assess how specific tactics are moving consumers along the path to purchase. The course consists mainly of discussing a variety of assigned journal articles in the various area of management, with the plurality illustrating marketing applications. Prior programming experience (or IS833/IS834) is strongly recommended. Boston, MA 02215. Tied to these are issues of the critical role of distribution channels, particularly retail channels, and luxury services in delivering the luxury promise. Open to MBA students with instructor's permission. 2 or 4 cr. These psychological insights are particularly useful for marketing strategy, brand positioning, and marketing communication decisions, but also yield insight into common biases in judgment and decision making, beyond marketing, to which you would otherwise fall prey. The key objectives of the course are to: Understand the special challenges involved in marketing high-tech products Learn how to analyze high-tech marketing problems which involve significant customer, market, and technological uncertainties; Examine approaches to improve the market orientation of, and the marketing-R&D interface in, high-tech companies; Understand the impact of diffusion of technology and adoption of innovation on targeting and segmentation decisions; Explore the effect of complementary products, databases, and systems on product and pricing decisions; Identify the challenges and drivers of success at different stages in a technology's life- cycle; and, Understand the concept of value networks and the role of complementors, partners, and competitors in high-tech industries. This course examines eCommerce as a business model, a field of operations, and a set of disciplines. The course will draw on and extend students' understanding of issues related to quantitative analysis and principles of marketing. Pre-req for SHA students: SHA HF260; CAS MA115 (or MA113);CAS MA116, Undergraduate Prerequisites: QST MK323. The business topics covered include pricing, balancing digital marketplaces like Airbnb and Uber, reputation systems, measuring influence in social networks, and algorithmic design. Finally, the course focuses on examining the main challenges with which luxury brands are currently confronted. Through a mixture of theory and real-world cases, the course examines brands from the perspectives of the cultures and consumers who help create them, and the companies who manage them over time. Through a combination of class discussions, cases, articles, books, and projects, the course will prepare students to enter any facet of retailing and to benefit generally from a better understanding of this dynamic industry. Introduces tools and techniques of marketing research as an aid to marketing decision making.

Students will learn how to leverage marketing tools and emerging technologies in the creation (e.g., customer insight, product and service design, branding), delivery (e.g., communication and distribution), and capture (e.g., pricing, customer life time value) of marketplace value. There are many decision problems in marketing that require mathematical modeling, using operations research/ management science approaches. This course provides an understanding of health sector marketing for health care services delivery (e.g., health systems, independent hospitals, hospices, pharmacies), for private business (e.g., life sciences, pharma, and biotech), and for insurance (e.g., commercial insurance and government). 1.5 cr. The purpose of the course is to give students the background to choose the methods that are most appropriate for their area of study, helping them to anticipate the shortcomings and problems they will encounter executing their chosen methodologies, and to defend their methodological choices against criticism in their interactions with investigators from allied and not-so-allied disciplines. The final deliverable for this project is a team consulting project for the organization and a final consulting report presentation to the class and the organization's representative(s). Using a combination of cases, discussions of specific topics, a simulation, guest speakers, and a project, the course will cover several themes including platform businesses marketing, understanding the organization buying center, creating and capturing value for business customers, communicating the offering benefit stack, and developing and maintaining relationships with other organizations. We value experiential learning as an opportunity to master real-world problems, which benefits our students, the business community, and broader stakeholder groups. We offer a Social Media Marketing MOOC through Questrom Digital on the edX platform as part of the Digital Product Management Micromasters Degree, which provides entree into the marketing UG and MBA programs and custom executive engagements. Connecting with Prospects through networking, social, and door-opening conversations, 2. We will draw on a branch of statistics called causal inference that studies when data can be used to measure cause and effect. Students will gain a theoretical understanding of why the algorithms work, when they fail, and how they create value. Societal and business imperatives are not only often considered compatible; they can be increasingly viewed as one and the same. Whether you are selling a product, an intervention or an idea, it can be a powerful tool for advancing social change in today's dynamic environment. Advertising has changed in the age of digital media with companies realizing the importance of traditional media as well as owned media, paid media, and earned media. This course provides you with a good understanding of how marketing works in a high-tech context. Note: The course was previously offered under the title "Digital Marketing Analytics," but does not overlap with MK876; students may take both courses for credit. Must meet with faculty member to discuss course content and goals. We will also use data from other business and social science applications. A semester-long business plan project where students collect primary and secondary research explores the interactions and the cross functional integrations between marketing, operations, and finance, while leveraging business analytics. This is an introductory course on digital marketing analytics that inform digital marketing tactics, including online display ads, search listings, on-site e-commerce marketing and social media marketing. The Marketing Department supports a marketing concentration at both the undergraduate and MBA levels. 595 Commonwealth Avenue In addition, we support the Questrom cross-disciplinary sector concentration in Retailing at the undergraduate level. We seek to bridge research and practice through applied research activities and a world-class faculty that embraces the expertise gained through business experiences. When is making a change to a price, algorithm, or product worthwhile? In the worst cases, ill-conceived citizenship marketing strategies can result in damaging consequences. This course examines the implications of these changes for marketers. Discusses key areas of music marketing, including opportunities for musicians, including publicity, advertising, promotion (online and traditional), digital distribution, touring, licensing/synch, and radio. The present course serves as a companion to the MK914: Seminar in Consumer Behavior I, and considers what some have called "The Cultural Interpretivist Turn" in Marketing. While this course has obvious relevance for those contemplating brand management careers in product or service markets, it is appropriate for a range of future professionals within for-profit and not-for-profit C2C and B2B worlds, and others who share a simple passion for branding. Understanding how to apply best practice, identify opportunities, address challenges, engage stakeholders and innovate strategically are essential skills in this rapidly evolving sector. Discussion topics include but are not limited to the following strategies for gaining strategic advantage through the cultivation of marketing relationships: branding and brand equity, pricing, sales, customer relationship management and CRM, consumer-company identification, corporate social responsibility, consumer-to-consumer relationships and brand communities, retailing and customer service, product innovation, and product launch strategy. For PhD students in the Marketing department. Provides insight into the motivations, influences, and processes underlying consumption behavior. We will address brand extensions, dilutions, and stretching as well as the ability to expand the brand globally. Cases, readings, in-class discussions, and team/individual assignments are designed to provide: An appreciation of the strategic discipline of branding and its role in creating shareholder value; an understanding of brands as co-creations of consumers, marketers, and cultures, and brand management as a collaborative process of meaning management; a sound foundation in consumer-brand behavior to inform brand decisions; and a capacity to think creatively and precisely about the strategies and tactics involved in building, leveraging, defending, and sustaining strong brands. The course will rely on cases, guest speakers, and a significant project. This is an introductory course on Digital Marketing emphasizing analytics that seeks to familiarize students with digital marketing tactics. This course is relevant for students interested in marketing to businesses as well as for those interested in consulting, investment banking, or venture capital settings, which primarily deal with marketing to other organizations. However, these efforts do not usually constitute a "silver bullet" and may not be the best solution to a business problem or societal need at all. The course will focus on managing marketing spend from the perspective of a marketing manager. In this course, students will learn to apply insights from behavioral economics to effectively produce it. The first module of the course is on customer analytics and will cover the fundamental frameworks needed for customer-centric marketing with topics such as customer lifetime value, customer acquisition and retention, and customer equity.

It uses a combination of in-class exercises, real world examples, cases, lecture, and discussion, Component of QST SM323, The Cross Functional Core. Discussion topics concern strategies for gaining competitive advantage and include: establishing a market orientation, product strategy, product innovation and new product development, brand design and product aesthetics, co-creation and mass customization, pricing strategy, sales promotions, corporate social responsibility, cause marketing, stakeholder marketing, and the measurement of firm and marketing performance. Formerly MK472. The course examines key areas of marketing including product development, advertising, promotions, pricing, and channels. gough

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