Marketing area
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MARKETING AREA. FTMBA Core and Electives 2012-13. 2012-13 FT-MBA Marketing Curriculum. Marketing Mgmt (core). G = Global content elective; * = Experiential ‘Lab’ Course; MP = Mgmt Practice elective. Tools / Knowledge Electives. Marketing Functions. Implementation and

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MARKETING AREA

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Marketing area

MARKETING AREA

FTMBA Core and Electives

2012-13


2012 13 ft mba marketing curriculum

2012-13 FT-MBA Marketing Curriculum

Marketing Mgmt

(core)

G = Global content elective;

* = Experiential ‘Lab’ Course;

MP = Mgmt Practice elective

Tools / Knowledge

Electives

Marketing

Functions

Implementation and

Industry Electives

Product and

Brand Management

GMSC (MP)*

Market Intell.

& Cust. Insights

Integrated Mktg

Communications

Marketing Analytics

Consulting (MP)*

Consumer Behavior

(next 2013-14)

Sales and Business

Development

Applied IMC*

(tentative spring’13)

Marketing

Strategy and CRM

Marketing

Seminar (G)

New Prod Lab*

(next 2013-14)

Ideation*

Syndicated Data Analysis (module)

Directed Study

Channel Strategy

(next spring 2014)

Digital Mktg

(next 2013-14)


2012 13 ft mba mkt courses by semester

2012-13 FT-MBA MKT Courses by Semester

(n) denotes number of sections


Marketing area electives fall 2012

Marketing Area Electives, Fall 2012

G = Global content elective


Class of 2013 2 year program

Class of 2013, 2-Year Program

Q: What should my schedule look like so I am competitive for a career in marketing?

Q: I am on the finance or consulting tracks. What marketing electives should I consider?


B546 integrated marketing communications

B546Integrated Marketing Communications

Fall 2012 (day)

Overview

Students develops expertise in the IMC process of planning, developing executing, evaluating and controlling the use of various promotional mix elements to effectively communicate with target audiences.

Career Relevance

  • Brand management (CPG, industrial, services)

  • Advertising agencies: account executives, media planners, researchers

  • Digital marketing

  • General managers of companies utilizing advertising


B547 product and brand management

B547Product and Brand Management

Fall ‘12 (eve) / Spring’13 (day)

Topics

  • Creating, maintaining, and managing brand equity

  • Segmentation strategies

  • Media creative and media planning

  • Pricing strategies and tactics

  • Brand analytics

  • Sales forecasting

  • Develop and implement a brand plan over a (simulated) 10-period horizon.

Career Relevance

  • Brand management (CPG, industrial, services)

  • Advertising

  • Digital marketing

  • Consulting

  • Entrepreneurs

  • Hi-tech


B641g marketing seminar g

B641GMarketing Seminar (G)

Fall 2012 (day & eve)

Topics

  • Analysis of the marketing implications of contemporary problems facing business today

  • Topics change each semester. Recent topics include globalization, consolidation of markets, managing in mature markets, and changing customer demographics

    This course counts towards the Global depth requirement.

Career Relevance

  • Consulting

  • General management

  • Brand management (CPG, industrial, services)

  • Global business

  • Entrepreneurs

  • Hi-tech


B649 marketing strategy and crm

B649Marketing Strategy and CRM

Fall 2012 (eve)

Topics

  • Competitive marketing strategy

  • Marketing resource allocation

  • Market opportunity assessment

  • Marketing analysis and planning

  • Customer analysis and valuation

  • Strategy evaluation tools

Career Relevance

  • Consulting

  • General management

  • Customer insights and customer analytics

  • Brand management (CPG, industrial, services)

  • Entrepreneurs

  • Hi-tech


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