Transcript MARKETING AREA - Emory Goizueta Business School Intranet

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
Industry Electives
Market Intell.
& Cust. Insights
Product and
Brand Management
GMSC (MP)*
Consumer Behavior
(next 2013-14)
Integrated Mktg
Communications
Marketing Analytics
Consulting (MP)*
Marketing
Strategy and CRM
Sales and Business
Development
Applied IMC*
(tentative spring’13)
Marketing
Seminar (G)
New Prod Lab*
(next 2013-14)
Ideation*
Syndicated Data
Analysis (module)
Channel Strategy
(next spring 2014)
Directed Study
Digital Mktg
(next 2013-14)
2012-13 FT-MBA MKT Courses by Semester
Course
Title
Fall
2012
Spring
2013
B540
Marketing Management
B541
Ideation
(1)
B542
Market Intelligence & Cust. Insights
(2)
B543
Digital Marketing
B544
Mktg Analytics Consultancy (MP)
B546
Integrating Mktg Communications
(1)
B547
Product & Brand Management
(1)
B548
(3)
Summer
2013
Comments
(1)
X-list w/ BBA
Coming 2013-14
(1)
X-list w/ BBA
(1)
Fall is eve; Spring is w/ BBA
Sales & Business Development
(1)
Evening only
B549
G. Mktg Strategy Consultancy (MP)
(1)
B641G
Marketing Seminar (G)
B646
Consumer Behavior
Every 2nd yr cycle
B645
New Product Lab
X-list w/ BBA every 2nd yr
B6xx
Applied IMC
B648
Channel Strategy
B649
Marketing Strategy and CRM
B571R/671R
Syndicated Data Analysis (module)
(n) denotes number of sections
(2)
(1)
Every 2nd yr cycle; tentative
Every 2nd yr cycle; Eve only
(1)
Evening only
(1)
Mid-semester module
Marketing Area Electives, Fall 2012
B546
Integrated Mktg Communications
Shah
TTh 11:30am-12:45pm
B547
Product & Brand Mgmt
Halloran
W 6:30-9:15pm
B641G
Marketing Seminar
Sheth
MW 10:00-11:15am;
Tu 6:30-9:15pm
B649
Marketing Strategy
Lewis
Tu 6:30-9:15pm
G = Global content elective
Class of 2013, 2-Year Program
Q: What should my schedule look like so I am competitive for a career in marketing?
Spring 2012
Fall 2012
Spring 2013
1.
B542 Market Intell. and Customer
Insights
B649 Marketing Strategy and CRM
B548 Sales and Business Development
2.
B547 Product and Brand Management
B546 Integrated Mktg Communications
B544 Marketing Analytics Consulting
3.
B549 GMSC (MP)
OR B645 New Product Lab (MP)
B641G Marketing Seminar
Elective
4.
Elective
OR B513 Managerial Accounting
Elective
Elective
OR B513 Managerial Accounting
5.
Elective
OR B648 Channel Strategy
OR B646 Consumer Behavior
Elective
B541 Ideation
OR B6xx Applied IMC
OR Elective
Midsem.
module
B571R Syndicated Data Analysis OR
International Travel Module
B671R Syndicated Data Analysis OR
International Travel Module
Q: I am on the finance or consulting tracks. What marketing electives should I consider?
Midsem.
module
Spring 2012
Fall 2012
Spring 2013
B542 – tools for marketing analysis
B547 – broad-based knowledge of
product/brand strategies and tactics
B648 – strategies for accessing markets
B649 – strategic overview of mktg; tools for
valuing customers
B641G – mktg perspective on contemporary
problems facing business today. topics
change each offering
B542 – tools for marketing analysis
B547 – broad-based knowledge of
product/brand strategies and tactics
B548 – selling your services to clients
B571R – lab course with speakers; tools to
analyze syndicated data
B671R – lab course with speakers; tools to
analyze syndicated data
B546
Integrated 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
Fall ‘12 (eve) / Spring’13 (day)
Career Relevance
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.
 Brand management (CPG,
industrial, services)
 Advertising
 Digital marketing
 Consulting
 Entrepreneurs
 Hi-tech
B641G
Marketing 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
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