Marketing at the Smith School

1. Marketing at the Smith School Smith is one of 13 business schools receiving “…high marks from graduates for exceptional marketing coursework as part of an M.B.A….” BusinessWeek Online’s MBA Insider

2. Our Marketing Program offers you… • The highest quality, most up-to-date education • An emphasis on industries with career growth opportunities • Service • High tech • Consumer products • Training in analyzing and using data to make strategic decisions

3. Your Job Prospects as a Marketing MBA

4. Service American Express E*Trade IBM FedEx GE Consumer Finance Citigroup Consumer Products PepsiCo Hershey Colgate Palmolive Technology Intel Amgen Computer Sciences Corporation Where might you be placed? Examples from 2006

5. Service firms Manager Product manager Marketing manager Manager of partner services Marketing research product manager Analyst Marketing analyst Key account analyst Senior inventory management analysis Director of enterprisesales Manufacturing firms Sales representative Manager Assistant brand manager Account manager Assistant product manager Purchasing manager, supply chain Marketing retention manager Analysis Key account analyst What are some possible entry-level jobs? 2004-5 Placement

6. Your Program of Study: Marketing Concentration

7. Start with the Basics… Marketing Strategy (BUMK 757) Marketing Research (BUMK 701) AND OR + Consumer Behavior (BUMK 715) Marketing Models for Decision-Making (BUMK 706)

8. Marketing Research: how to collect and analyze data on customers Types of research The research process How to analyze data How to use results in making managerial decisions “Hands on” experience collecting survey data Marketing Analysis: how to analyze data for strategic decision-making Market segmentation Sales forecasting Pricing products Designing new products Managing the sales force Marketing Research vs. Marketing Analysis Srivastava Wedel

9. Marketing Strategy: How to compete • Develop and execute a strategic marketing plan • Analyze markets • Identify competitive advantage • Forecast market size and growth • Evaluate financial implications of marketing decisions • Make strategic decisions using MARKSTRAT simulation Biehal Moe

10. Consumer Behavior – How consumers make buying decisions • Study customer decision-making • Learn how to • Influence your customer’s buying decisions • Differentiate and position your brand • Conduct interview-based customer research • Make decisions based on consumer decision-making model and customer research results Ferraro Lefkoff

11. Then specialize… • Service Marketing OR • Computational Marketing OR • Brand Management

12. Service Marketing

13. Computational Marketing

14. Brand Management

15. Service Marketing – Managing the customer experience • Drive customer satisfaction and loyalty • Service metrics: service quality • Segment the market by customer loyalty and profitability • How to use service management tools • Yield management • Service process design • “House of Quality” • How to conduct service research • Satisfaction and quality surveys • “Voice of the Customer” Wagner

16. Brand Management: building and managing brands • How to position brands • Measuring brand equity • Brand extensions • Launching new brands • Application of theory through case studies • Using your brand to influence consumers’ decisions Hamilton

17. Business-to-Business Marketing – Managing relationships with enterprise customers • What makes enterprise customers unique • Marketing channel structure • Market entry strategy • Segmentation decisions • Managing key accounts • Relationship marketing • Relationship strategy • Investment economics • Technology in the supply chain • Reverse auctions • e-Markets Krapfel

18. Customer Equity Management – Customer loyalty and profitability • Customer equity • What it is • How to calculate • Customer relationship management (CRM) • Customer databases • Reward programs • Customer lifetime value Kannan

19. Marketing Communications • Marketing communications models • Creating marketing messages • Choosing the right media • Developing an integrated marketing communications (IMC) plan Whitney

20. Marketing High Tech Products – Crossing the chasm • Marketing strategy for technology vs. non-technology products • Managing diffusion of high technology products • Competition in the technology arena • Intellectual property Frels

21. International Marketing – Should strategy be global or local? • The global economic and political environment – country focus • Cultural challenges in international markets • Strategic analysis of global markets • Market entry alternatives • Global branding and advertising Kirmani

22. Your program of study… • Build a core of marketing courses • Marketing Research or Marketing Models • Consumer Behavior • Marketing Strategy • Choose an area of specialization • Service Marketing • Computational Marketing • Brand Management • Enhance your program with marketing electives

23. Questions? Janet Wagner Associate Chair of Marketing jwagner@rhsmith.umd.edu 301-405-2126