Marketing (MKT)

(5 courses)

Marketing knowledge and skills have become a necessity in todays increasingly competitive global business environment. Regardless of the kind of businessconsumer goods or industrial goods, financial services or the non-profit sectorsuccess depends on satisfying the customer better than ones competitors. The marketing concentration at the Simon School prepares MBA students for these challenges. Alumni with marketing concentrations now hold key positions in marketing management, research and consulting. Specialized programs are offered to students interested in brand management. In addition, many students have combined marketing with another discipline to round out their education. Popular combinations include marketing/finance, marketing/operations management, and marketing/electronic commerce.

The marketing curriculum emphasizes the integration of applications with theory. Applications are introduced via cases, experiential exercises, guest speakers and projects. Elective courses provide opportunities to pursue specific interests in marketing.

Required core courses, plus:

• MKT 412       Marketing Research

Plus four elective courses from the following list. At least two of those elective courses must be from Group A.

Group A

• MKT 414       Pricing Policies (STR 423)
• MKT 432       Product Planning and Development
• MKT 433       Advertising and Sales Promotion
• MKT 435       Distribution Channels and Salesforce Management

Group B

• HSM 440       Evolving Medical Markets (BPP 440)
• MKT 431       Consumer Behavior
• MKT 436       Database Marketing (ECM 436)
• MKT 437       Marketing on the Internet (ECM 437)
• MKT 441       Brand Management Workshop
• MKT 442       Special Topics in Marketing
• MKT 448       Brand Strategy Workshop
• MKT 449       Global Marketing Strategy

Brand Management Track
(5 courses)

For those students wishing to become brand/product managers in either the consumer or industrial products markets or in financial services, a unique Brand Management Track is offered. Participation in the program requires taking MKT 412 (Marketing Research), MKT 441 (Brand Management Workshop) and choosing three courses out of:

• MKT 414       Pricing Policies (STR 423)
• MKT 432       Product Planning and Development
• MKT 433       Advertising and Sales Promotion
• MKT 435       Distribution Channels and Salesforce Management
• MKT 448       Brand Strategy Workshop

Pricing Track
(6 courses)

The Pricing Track is offered for those students who desire a state-of-the-art training in pricing and for those interested in pursuing a career in pricing. The track resides within the marketing and strategy concentrations and leverages our school's strenghts in economics and marketing analytics.

The Pricing Track is offered by the marketing and strategy faculty at the Simon School to enable students to integrate their knowlege of analytic marketing, cost accounting, finance, managerial economics, operations, and strategy, through the application of pricing optimization tools and technologies, to deliver profitable pricing strategies for their organizations.
 
A student wishing to take the Pricing Track should complete the following five required courses:

• MKT 414/STR 423                  Pricing Policies (Should be taken before courses listed below.)
• MKT 442A/STR 442A
  Or MKT 442B/STR 442B          Special Topics ("B2B Pricing" or "Advanced Topics in Pricing")
• STR 421                                Economics of Competitive Strategy
• MKT 412                                Market Research
• MKT 436                                Database Marketing

In addition to these required courses, the faculty require one additional course from the list below:

• ACC 410                                 Accounting for Management and Control
• GBA 435/ ENT 435                  Negotiation Theory and Practice-Bargaining for Value
• MKT 442A/ STR 442A              Special Topics ("B2B pricing") 
  Or MKT 442B/ STR 442B          Special Topics ("Advanced Topics in Pricing")
  (Counting only the one not taken to satisfy the above list)
• STR 422                                 Strategic Decision making: Theory & practice           

The faculty in the Marketing and Strategy areas have determined that a student completing these courses would also satisfy the requirements for the Marketing and Strategy concentrations.