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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
Our Marketing Program Offers you the highest quality, most
up-to-date basic marketing education
Specializes in industries where you will find career growth Service High technology
Trains you to analyze and use data in making managerial decisions
Your Job Prospects as a Marketing MBA
Career Choice by Industry
Percent of Class of 2004
Service 64%
Consumer Products
36%
Placement 2004: Company examples Service/
Technology Companies AOL Bank of America MBNA Choice Hotels T. Rowe Price Motley Fool
Manufacturing companies Black & Decker PepsiCo Phillips General Electric
Placement 2004: Job Titles 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 enterprise
sales
Manufacturing firms Sales representative Manager
Assistant brand manager
Account manager Assistant product
manager Purchasing manager,
supply chain Marketing retention
manager Analysis
Key account analyst
Marketing Concentration
Your Program of Study
Start with the Basics…
OR +
Marketing Strategy(BUMK 757)
MarketingResearch(BUMK 701)
MarketingAnalysis(BUMK 706)
Customer Analysis(BUMK 754)
AND
Marketing Research vs. Marketing Analysis Marketing Research
Types of research The research process How to design a
survey and collect data
How to analyze data How to use results in
making managerial decisions
“Hands on” experience collecting survey data
Marketing Analysis Application of
analytical tools in managerial decision-making
Specific applications: Market segmentation Sales forecasting Managing the sales
force How to price products New product design Sales force
management
Srivastava
Ashley
Ratchford
Marketing Strategy: How to compete in the market
Develop and apply a strategic marketing plan (growth, segmentation, brand, positioning)
Analyze markets Assessing competitive advantage Market forecasting Financial implications of marketing decisions
Learn how strategy relates to tactics Make strategic decisions using
MARKSTRAT simulation
Biehal
Customer Analysis – How customers make decisions
Study customer decision-making process Learn how to
Influence customer buying decisions Differentiate and position your brand
Conduct interview-based customer research
Make decisions based on decision-making model and customer research results
Hamilton
Then specialize… Service Marketing
OR Consumer Product Marketing
OR Marketing of High Technology Products
Service Marketing – Creating the customer experience What is service marketing?
Why it’s important What makes it unique -- the 7Ps
The role of technology CRM systems and Customer Lifetime Value Monitoring quality
The importance of service quality and customer satisfaction How to segment by customer loyalty and profitability Service management tools
Yield management Service process design “House of Quality”
Service research techniques Satisfaction and quality surveys “Voice of the Customer”
Wagner
Consumer Product Marketing -- Managing brands and communicating with customers
Sales promotion Advertising Public relations and sponsorships Brand management Product line management Brand management simulation
Whitney
Marketing High Tech Products – Crossing the chasm
Marketing strategy for technology vs. non-technology products Continuous vs. discontinuous
innovation Managing diffusion of high technology
products Competition in the technology arena Intellectual property
Frels
Other electives…
Customer relationship management
Business-to-business marketing New product marketing International marketing
Customer Relationship Management – Customer loyalty and profitability
How does CRM work? Customer equity
What it is How to calculate
Customer databases Marketing channels Customer lifetime value
Kannan
Business-to-Business Marketing – Focus on enterprise customers What makes enterprise customers unique 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
New Product Marketing – Innovating to drive profit New product strategy
Identifying opportunities Timing new product introduction
Tools Concept testing Conjoint analysis
How to launch a new product Test marketing High technology products
Jain
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
Skuba
Your program of study… Build a core of marketing courses
Marketing Research or Marketing Analysis Customer Analysis Marketing Strategy
Choose an area of specialization Service Marketing Consumer Product Marketing Marketing High Technology Products
Enhance your program with Customer Relationship Management Business-to-Business Marketing New Product Marketing International Marketing
