BBA Core and Electives MKT 2012-13

8/12/2019 BBA Core and Electives MKT 2012-13

1/15

Marketing

BBA Core and Electives2012-2013

March 2012


2/15


3/15

2012-13 BBA MKT Core

marketing

objective

source of

volume

evaluatebusiness

objective

place

price

promotion

executeproduct

service

position

segment

target

STP

Scott Rick Brent McFerran


4/15


5/15

2012-13 BBA MKT Electives by Instructor

(n) is number of sections

INSTRUCTORFALL 2012

AFALL 2012

BWINTER 2013

AWINTER 2013

B

Anocha Aribarg (1)

Jennifer Ashman

(1)

(1)

Rajeev Batra

(1)

(1)

Follett Carter

(2)

(1)

Tim ODay (1)

S. Sriram (2)

David Wooten

(2)

Carolyn Yoon (2)

Melanie Zaglia (1)


6/15

Fall 2012

M303-A Strategic Brand Management

Rajeev Batra (1 section, 1.5 credits)

M310 Fundamentals of Sales Management

Follett Carter (2 sections, 3 credits)

M322-B Digital Marketing

Tim ODay (1 section, 1.5 credits)

M407 Designing Persuasive Communication

Jennifer Ashman (1 section, 3 credits)


Follett Carter (1 section, 3 credits)

M311 Advertising Management

Katherine Burson (2 sections, 3 credits)

M313 Consumer Behavior

Carolyn Yoon (2 sections, 3 credits)

M315 International Marketing Mgmt.

Melanie Zaglia (1 section, 3 credits)

M325 Innovation in New Products/Services

S. Sriram (2 sections, 3 credits)


Jennifer Ashman (1 section, 3 credits)

2012-13 BBA Marketing Electives (Semester + Instructor)

Winter 2013


7/15

Fall 2012

Brand management (CPG, industrial, andservices)

Advertising

E-marketing

Consulting

Accounting firm partners

Entrepreneurs

Hi-Tech

BBA Marketing Electives F2012-W2013

Career Relevance

M301 Strategic Marketing Planning

David Wooten (2 sections, 3 credits)

Topics:

~ Competitive Analysis

~ Customer Analysis

~

Strategic Decision Making

~

Developing Marketing Programs

~ Managing Product Portfolios

~ Managing Products Throughout the Product Lifecycle:StratSim Simulation, includes 4Ps+STP+NewProducts


8/15

Fall 2012

M303-A Strategic Brand Management

Rajeev Batra (1 section, 1.5 credits)

Topics:

~ Payoff from building strong brands

~ How to build strong brands: framework and roadmap

~

Strategies and tactics to build each component ofbrand equity: awareness, identity, quality andleadership reputation, brand associations, loyalty

~ Building a New Beverage Brand: Individual Project

~

Managing Existing Brands (Product Management):PharmaSim Simulation, includes 4Ps+STP+New

Products

Brand management (CPG, industrial, and services)

Advertising

E-marketing

Consulting

Accounting firm partners

Entrepreneurs

Hi-Tech


Career Relevance


9/15

Career Relevance

Sales professionals

Senior marketing executives

Sales management executives

Entrepreneurs

Senior consultants and accounting firm partners

General managers


Follett Carter (2 sections in Fall, 1 in Winter,

3 credits)

Topics:

~ Selling as a profession in the business tobusiness world

~ Sales call structure

~

Training on a sales program

~ Interpersonal sales skills training

~ Sales management goals and productivity

~

Sales force organization

~

Sales personnel recruiting and training

~ Compensation and motivation

~

Sales process

~

Automation tools for sales: SFA and CRM

~ In-field sales management assignment


Fall 2012 and Winter 2013


10/15

Career Relevance

M311 Advertising Management

Katherine Burson (2 sections, 3 credits)

Topics:

~

Marketing communications framework

~ Selecting target consumers

~

Setting communications objectives~

Evaluating creative alternatives

~ Advertising testing

~ Media planning: traditional and non-traditional,including digital media

~ Advertising research

~

Brand manager - advertising relationships

Brand management (CPG, industrial, services)

Advertising agencies: account executives,

media planners, researchers

Digital marketing managers

General manager of companies utilizing

advertising


Winter 2013


11/15

Career Relevance

Brand management (CPG)

Business Development

Innovation Practice

Consumer Insights & Market Knowledge

Consulting

M313 Consumer Behavior

Carolyn Yoon (2 sections, 3 credits)

Topics:

~

Qualitative research methods

~ Needs and values

~

Memory and information processing

~

Attitudes

~ Consumer decision making

~ Social and cultural influences


Winter 2013


12/15

Career Relevance

Brand management (CPG)

Marketing managers in global companies

Consultants

M315 International Marketing Management

Melanie E. Zaglia (1 section, 3 credits)

Topics:


Winter 2013

~

Cross-cultural Marketing

~

International environment

~

Market entry strategies

~ Aspects of international market research

~ International segmentation, targeting & positioning

~ International marketing mix (including international

aspects of topics such as brand management andadvertising

~

Development of and challenges for internationalmarketing (e.g., social media marketing, consumer

orientation and glocalization)


13/15

Fall 2012

Brand managers (CPG, industrial, services)

Advertising client managers

Advertising agency manager

Media executives

Entrepreneurs

Managers responsible for marketing and advertising

M322-B Digital Marketing

Tim ODay (1 section, 1.5 credits)

Topics:

~ Over view of how the media revolution has

impacted the marketing world and advertisingindustries

~

How to find creative insights and develop a

digital creative strategy

~

Considerations of widely-used digitalapproaches, including search engine marketing,

display ads, social media sites, blogs andreviews, mobile marketing, as well as whats

next.

~ How to analyze digital marketing ideas andpresent a cogent persuasive point-of-view.

~

How to develop and present digital-basedmarketing ideas to solve a live business

problem.


Career Relevance


14/15

Career Relevance

Brand manager: CPG, industrial, and services

Innovation managers

Consultants

Entrepreneurs

M325 New Product Innovation Management

S. Sriram (2 sections, 3 credits)

Topics:

~

Creativity tools for idea generation for new

products

~

Concept development and testing

~

Sales forecasting techniques for new products

~ Test marketing /prediction markets

~

Organizing for innovation

~ Stages/gates system for new product

development and commercialization


Winter 2013


15/15

Career Relevance

Advertising creative executives and copywriters

Advertising client managers

Marketing and advertising researchers

Web-based marketing and advertising executives

Consultants


Jennifer Ashman (1 section each term, 3 credits)

Topics:

~

Developing a persuasive campaign

~ Developing a creative strategy for persuasion

~ The creative campaign relationship to brand

equity

~ Tactics of persuasive communication:copywriting, graphic design, web site design,etc.

~

Nature of persuasive sales promotions

~ Preparing and presenting a marketing

communication plan book

~ Working as part of an agency team withcreative, non-business talent (Project)


Fall 2012 & Winter 2013

Documents

BBA Core and Electives MKT 2012-13