The business topics covered include pricing, balancing digital marketplaces like Airbnb and Uber, reputation systems, measuring influence in social networks, and algorithmic design. Through a combination of interactive discussions, cases, practical examples, and individual assignments, the course enables participants to take both a theoretical and practical approach to the luxury industry and its marketing practices. Pre-req for SHA students: SHA HF260; CAS MA115 (or MA113);CAS MA116, Undergraduate Prerequisites: QST MK323. Questrom's new digital hub for relevant, thought-provoking ideas on emerging business topics. Through exposure to a strategic marketing perspective for the identification of research problem areas, this course will further socialize students into the process of developing research ideas and undertaking research, while stimulating the development of ideas for summer projects, qualifying papers, and dissertations. This course is designed to familiarize students with the current major theoretical streams of research in consumer behavior. The course examines key areas of marketing including product development, advertising, promotions, pricing, and channels. Explores the art and science of branding, and the strategies through which companies can create, capture, and sustain shareholder value through brands. Course objectives include learning how to inspire action through compelling, high-impact communications by taking a point of view and supporting it with logic and evidence, generating insights with meaningful conclusions and recommendations, and understanding and applying the principles of logical reasoning to organize information and lead an audience to action. Sessions are highly interactive featuring: Discussions with guest experts; Case studies; an RFP simulation; Role playing including "The Price is Right Game"; Video shorts; Student stories; Real- world best practices; and pitfalls. This course builds on material presented in MK927 to familiarize doctoral students with various areas of investigation for problem-oriented academic marketing research pertinent to the research mission of the department: advancing the customer-focused firm. Topics include trends and practices associated with media planning and buying across the various media platforms as well as advertising creative best practices. Other key topics explored in the course include strategic planning, customer decision making, product life cycle, market response, competitive behavior, new product development, and product line management. Finally, the course focuses on examining the main challenges with which luxury brands are currently confronted. Addressing Needs by writing differentiating proposals and winning in the room 4. Machine learning relies on interdisciplinary techniques from statistics, linear algebra, and optimization to detect structure in large volumes of data and solve prediction problems. In this course, we will explore the most recent scientific research in marketing, psychology, and behavioral economics related to consumer behavior. The purpose of the course is to give students the background to choose the methods that are most appropriate for their area of study, helping them to anticipate the shortcomings and problems they will encounter executing their chosen methodologies, and to defend their methodological choices against criticism in their interactions with investigators from allied and not-so-allied disciplines. However, these efforts do not usually constitute a "silver bullet" and may not be the best solution to a business problem or societal need at all. Marketers' number one job is to grow the customer base (and sales) by developing and executing strategies to leverage existing and create new market opportunities. The overall purpose of this course is to impart concepts, tools, and frameworks that you can apply as you pursue careers as marketers of high-tech offerings, consultants, investment bankers, and service professionals. Also covered are human resource, information management, operational, and financial overlaps with marketing throughout the course. PhD-level directed study in Marketing. Develops a critical appreciation of both the opportunities and challenges associated with the increasing globalization of markets. It uses a combination of in-class exercises, real world examples, cases, lecture, and discussion, Component of QST SM323, The Cross Functional Core. These topics will be explored using case studies and a client-based project, as well as a final exam. Email: qstacademicsupport@bu.edu. Note: The course was previously offered under the title "Digital Marketing Analytics," but does not overlap with MK876; students may take both courses for credit. We will explore the fundamentals of eCommerce and the strategic importance of an eCommerce program within a company's overall strategy. This course focuses on developing an advertising strategy that integrates traditional and digital advertising media for efficient and effective communication. We will illustrate the methods we learn with examples drawn from digital businesses such as Airbnb, Ebay, and Uber and through topic areas such as price targeting, balancing digital marketplaces, reputation systems, measuring influence in social networks, and algorithmic design. Rather than relying on the gut intuition of a manager, businesses are increasingly using experiments and other forms of causal data analysis to answer these questions. The goal of the course is to create an understanding of modern supervised machine learning methods, and the types of problems to which they can be applied. 1, 2, or 3 cr. This course provides you with a good understanding of how marketing works in a high-tech context. Creating and leveraging luxury brand equity is a significant challenge. A semester-long business plan project where students collect primary and secondary research explores the interactions and the cross functional integrations between marketing, operations, and finance, while leveraging business analytics. Digital offers powerful tactics to reach consumers along the funnel: online display ads raise awareness, search listings reach consumers with intent, on-site e-commerce marketing facilitate conversion, and social medial both energizes and retains customers. The business topics covered include pricing, balancing digital marketplaces like Airbnb and Uber, reputation systems, measuring influence in social networks, and algorithmic design. Discussion topics include but are not limited to the following strategies for gaining strategic advantage through the cultivation of marketing relationships: branding and brand equity, pricing, sales, customer relationship management and CRM, consumer-company identification, corporate social responsibility, consumer-to-consumer relationships and brand communities, retailing and customer service, product innovation, and product launch strategy. Basic branding disciplines including positioning and repositioning, brand equity measurement, brand leverage, integrated brand communications, brand stewardship, and brand architecture are considered, as are more contemporary topics such as brand parodies, brand community, and branded entertainment. Note that this information may change at any time. Boston, MA 02215. This course examines eCommerce as a business model, a field of operations, and a set of disciplines. Read the full terms of use. We seek to bridge research and practice through applied research activities and a world-class faculty that embraces the expertise gained through business experiences. 4 cr. This course will teach students how to perform hands-on analytics on such datasets using modern supervised machine learning techniques through series a lectures and in-class exercises. These five characteristics have a big impact on the type of challenges, analysis, and marketing decisions made in high-tech industries. This course will focus on developing marketing strategies driven by marketing analytics. We possess distinctive expertise in explaining how value is created, captured, and sustained, and measured in the physical and digital worlds. Topics addressed include leads generation and management; preparing and making sales presentations and sales calls; handling objections, networking; building relationships; closing deals; and ethics. Rafik B. Hariri Building We will discuss some of these applications in class. People today often communicate, organize and engage based on mutual interests, and, generally, place greater trust in organizations and individuals that work for a better world. Cases, readings, in-class discussions, and team/individual assignments are designed to provide: An appreciation of the strategic discipline of branding and its role in creating shareholder value; an understanding of brands as co-creations of consumers, marketers, and cultures, and brand management as a collaborative process of meaning management; a sound foundation in consumer-brand behavior to inform brand decisions; and a capacity to think creatively and precisely about the strategies and tactics involved in building, leveraging, defending, and sustaining strong brands. Students will learn to write simply and clearly in a variety of formats. The course employs a combination of cases, lectures, role plays, videos, and classroom exercises. In this course, we will learn how digital has revolutionized the interactions between firms and consumers along this journey. We are an award-winning, full-service marketing agency. We take an interdisciplinary approach to develop consumer knowledge that guides firm strategy, informs public policy, supports customer well-being, and educates the next generation of leaders and academicians. Through a combination of class discussions, cases, articles, books, and projects, the course will prepare students to enter any facet of retailing and to benefit generally from a better understanding of this dynamic industry. Areas of study include: cause-related marketing and cause branding; nonprofit branding and social movements, as well as corporate social responsibility and shared value creation. When is making a change to a price, algorithm, or product worthwhile? Rafik B. Hariri Building This course equips students to sell complex products and services via consultative selling integrated with digital customer engagement. Covers topics relating to customer service management and focuses on the role of marketing in managing services. Formerly MK472. Select topics may include brand equity, brand (re)positioning, brand relationships, brand loyalty, brand community, open source branding, branded entertainment and other cultural branding strategies, internal branding, brand architecture design and portfolio strategy, brand leverage and extensions, brand metrics, crisis management, and brand stewardship. The course explores marketing insights and marketing strategies in the context of the evolving health sector. Students will learn about the key environmental forces shaping the needs and preferences of the global consumer and the impact of foreign, political, and economic factors on the marketing mix. Topics addressed include the marketing of health care services by providers, insurance product marketing, marketing to physicians, new product development, particularly for pharmaceuticals and medical devices, and consumer adoption of medical and service innovations. The course develops essential data analytics skills--critical thinking, data mining, experimental analysis and design--applied to ad campaign, ad attribution, and social media data. They will also gain hands-on experience training machine learning models in Python and deriving insights and making predictions from real-world data. In addition, we support the Questrom cross-disciplinary sector concentration in Retailing at the undergraduate level. Application available on the Graduate Center website. Connecting with Prospects through networking, social, and door-opening conversations, 2. In teams, students will: (1) translate a real-time business or policy challenge into a specific behavior change project; (2) use the frameworks presented in class along with research from economics, psychology, marketing, and other related disciplines to develop possible interventions and/or frameworks for addressing the challenge; and (3) audit the decision-making process of various stakeholders to identify pain points and opportunities for behavior change. It is expected that students will develop and refine the ability both to critically evaluate the theoretical contribution of articles in consumer behavior and to formulate theory-based hypotheses capable of advancing the discipline's understanding of consumer behavior. Provides the insight and skills necessary to formulate and implement sound marketing strategies and marketing plans. Were here to put your people and research on news networks and magazine covers, to bring your stories to life in videos and photos, and to tellor tweetthe world about our Universitys growing reputation in print, online, and anywhere else we can find an audience. Our inclusive and vibrant community of learners allows everyone to have a voice, and is supported by classroom innovations and leading-edge content. Across business contexts including B2C, B2B, products versus services, global versus domestic markets, small/medium/large organizations, for-profit versus social enterprises, the course builds the fundamental skills involved in analyzing market challenges and opportunities and making decisions for the formulation and implementation of successful and sustainable marketing programs. Students will identify, quantify, and leverage opportunities that facilitate growth utilizing real world scenarios. The key objectives of the course are to: Understand the special challenges involved in marketing high-tech products Learn how to analyze high-tech marketing problems which involve significant customer, market, and technological uncertainties; Examine approaches to improve the market orientation of, and the marketing-R&D interface in, high-tech companies; Understand the impact of diffusion of technology and adoption of innovation on targeting and segmentation decisions; Explore the effect of complementary products, databases, and systems on product and pricing decisions; Identify the challenges and drivers of success at different stages in a technology's life- cycle; and, Understand the concept of value networks and the role of complementors, partners, and competitors in high-tech industries. 4. Marketing has often been referred to as the "science of sales." Understanding Needs by qualifying leads, undertaking research and discovery conversations, 3. If you want to learn more about BU Marketing & Communications and how we can help you, read on. Focuses on services, though there will be discussion of how services support products as well. Students will analyze data using the R programming language, derive actionable insights from the data, and present their findings. Practitioners must be pragmatic when engaging in marketing social change. The Behavioral Lab assists Questrom-affiliated researchers in conducting simulations and experiments that will develop new knowledge about management and human behavior. The course introduces methods that can be used to assess how specific tactics are moving consumers along the path to purchase. The present course serves as a companion to the MK914: Seminar in Consumer Behavior I, and considers what some have called "The Cultural Interpretivist Turn" in Marketing. In this course, students will learn to apply insights from behavioral economics to effectively produce it. Topics include but are not limited to: Myth and Cultural Narratives; Semiotics; Materialism; Consumer-Brand Relationships; Consumer Socialization; Sub-Cultures of Gender, Lifestyle, Ethnicity, and Social Class; Communities and Tribes; Illicit Pleasures, Addictions, and High Risk Consumption; Politics of Consumption; and Consumer Well-Being. Marketing, in particular, begins and ends with the consumer -- from determining consumer needs to ensuring customer satisfaction. In particular, within this new paradigm, consumers are more likely to learn about new products and services from other consumers via online word-of-mouth and have more power to co-create products, experiences, and brand meaning with manufacturers and service providers. Marketing elective for Business minors. This is not a statistics course (though an introduction to basic principles is part of the course). Students will learn how to leverage marketing tools and emerging technologies in the creation (e.g., customer insight, product and service design, branding), delivery (e.g., communication and distribution), and capture (e.g., pricing, customer life time value) of marketplace value. Provides insight into the motivations, influences, and processes underlying consumption behavior. Questrom School of Business Guest speakers from branding services, consulting, and practice provide insights throughout the course. In this course, students will learn how to communicate clearly and persuasively. Persuasive written and oral communications are essential skills that are required for success in every business discipline. In this class, we will learn about causal methods, when they work, how to implement them in R, and how to apply them to digital markets. Open only to non-Questrom students. 4 cr. Globalization, increasing transparency in business operations and the prevalence of social media have forever changed the way stakeholders view and interact with organizations. Students analyze cases and participate in workshops that focus on key marketing management tasks: marketing research, consumer behavior, segmentation and targeting, sales forecasting, brand management, distribution channels, pricing, promotion and advertising strategies, and marketing ethics. Building Trusted Relationships through personal engagement and customer blueprinting. The course will explore topics such as how to attract omni-channel customers, the customer purchase journey, buying and merchandising management for such settings, and what retailers need to support an omni-channel strategy. When it comes to marketing, there are five important characteristics that make high-tech offerings (products and services) special: technological uncertainty, customer uncertainty, competitor volatility, high- tech offerings are often used not singly but in larger overall systems, and high-tech offerings often exhibit network externalities. Students will explore dimensions of the modern landscapes of brand, corporate and nonprofit "citizenship" and how they relate to marketing. Effective Fall 2020, this course fulfills a single unit in each of the following BU Hub areas: Oral and/or Signed Communication, Research and Information Literacy, Writing, Research & Inquiry. This is a course about branding, and the ways that brands acquire and sustain value in the marketplace. Prior programming experience (or IS833/IS834) is strongly recommended. This course teaches students how to measure impact in business situations and how to evaluate others' claims of impact. Discusses key areas of music marketing, including opportunities for musicians, including publicity, advertising, promotion (online and traditional), digital distribution, touring, licensing/synch, and radio. In many instances, the difference is in their marketing. If you already know what youd like us to do, lets get started. This course will familiarize doctoral students with various areas of investigation for problem-oriented academic marketing research pertinent to the research mission of the department: advancing the customer-focused firm. The second module of the course focuses on assessing marketing performance and will cover decision support tools that can help brand and product managers make decisions with regard to marketing spending including advertising, pricing, and promotions.
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