MBA Orientation Fall 2007

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Marketing: MBA Program 1 Wharton Marketing DepartmentMBA Orientation for Fall 2007 MBA Advisors Eric T. Bradlow Jagmohan Raju Meet the Faculty session followed by refreshments Monday, March 26, 2007 4:30 – 6:00 pm Room 260, JMHH Marketing Department

1. The Marketing Major : 

Marketing: MBA Program 2 Core Courses MKTG 621, 622, 756 Marketing Course Structure Illustrative Course Sequences 1. The Marketing Major Tools Applications and Management Consulting Product Manager Retail High-Tech Marketing 2. Dual Major in Marketing and Operations Management

Slide 3: 

Marketing: MBA Program 3 Marketing Department FacultyTentative 07-08 Standing Faculty J. Scott Armstrong, Professor of Marketing David R. Bell, Associate Professor of Marketing Jonah Berger, Assistant Professor of Marketing Lisa E. Bolton, Assistant Professor of Marketing Eric Bradlow, K.P. Chao Professor, Professor of Marketing, Statistics, and Education George S. Day, Geoffrey T. Boisi Professor, Professor of Marketing, Co-Director Mack Center Xavier Drèze, Assistant Professor of Marketing Jehoshua Eliashberg, Sebastian S. Kresge Professor of Marketing and Professor of Operations and Information Management Peter Fader, Frances & Pei-Yuan Chia Professor, Professor of Marketing Stephen J. Hoch, Patty and Jay H. Baker Professor, Professor of Marketing, Director, Baker Retailing Initiative Dawn Iacobucci, John J. Pomerantz Professor of Marketing Raghu Iyengar, Assistant Professor of Marketing J. Wesley Hutchinson, Stanley J. Heyman Professor and Professor of Marketing Barbara Kahn, Vice Dean and Director, Wharton UG Program, Dorothy Silberberg Professor of Marketing Leonard Lodish, Samuel R. Harrell Professor of Marketing, Vice Dean, Wharton School West Robert Meyer, Gayfryd Steinberg Professor of Marketing, Chairperson, Co-Director Risk Center Jagmohan Raju, Joseph J. Aresty Professor and Professor of Marketing Americus Reed II, Associate Professor of Marketing David Reibstein, William Stewart Woodside Professor, Professor of Marketing David Schmittlein, Ira A. Lipman Professor, Professor of Marketing, Deputy Dean of the Wharton School Deborah Small, Assistant Professor of Marketing Christophe Van den Bulte, Associate Professor of Marketing Patti Williams, Associate Professor of Marketing Yoram (Jerry) Wind, The Lauder Professor, Professor of Marketing Z. John Zhang, Professor of Marketing Gal Zauberman, Associate Professor of Marketing Other Appointments Anthony Adams, Lecturer Andrè Bonfrer, Assistant Visiting Professor Bill Cody - Lecturer; Managing Dir., Baker Retailing Initiative Anthony Di Benedetto, Adjunct Professor Nelson Gayton, Lecturer Ujwal Kayande, Assistant Visiting Professor Rod McNealy, Lecturer Prashant Malaviya, Associate Visiting Professor Keith Niedermeier, Visiting Assistant Professor

Marketing Major Requirements : 

Marketing: MBA Program 4 Marketing Major Requirements Five course units including: (a) Two required core courses: MKTG 621 Marketing Mgmt: (Program Design - 1/2 semester) MKTG 622 Marketing Mgmt: (Strategy - 1/2 semester) (b) One course in marketing research: MKTG 756 Marketing Research (c) At least three course units chosen from the electives.

Electives : 

Marketing: MBA Program 5 Mktg756 – Marketing Research (Required for Marketing Concentration) Full credit courses (1 cu each): MKTG 756 Marketing Research MKTG 760 Law of Marketing and Antitrust MKTG 771 Models for Marketing Strategy MKTG 773 Customer Behavior MKTG 776 Applied Probability Models in Marketing MKTG 777 Marketing Strategy (2nd year students) MKTG 778x Branding Strategies MKTG 890 Advanced Study Projects (incl. WGCP and Managing Emerging Technologies) MKTG 891 Thesis (2 cu) MKTG 892 Special Topics: Creativity MKTG 894 Special Topics: Entertainment and Sports Marketing MKTG 895 Special Topics: Media and Entertainment Field Project MKTG 899 Independent Study Project One-half credit courses (1/2 cu each) MKTG 655 Integrating Marketing and Operations MKTG 751 Sales Force Management MKTG 753 New Product Management MKTG 754 Pricing Policy MKTG 755 Advertising Management MKTG 781 Entrepreneurial Marketing MKTG 782 Multinational Marketing MKTG 793 Retailing MKTG xxx Marketing Metrics (tentative) Electives

Marketing 621:Marketing Management – Program DesignBell, Bradlow, Hoch, Van den Bulte : 

Marketing: MBA Program 6 Marketing 621:Marketing Management – Program DesignBell, Bradlow, Hoch, Van den Bulte This course addresses the management challenge of designing and implementing the best combination of marketing variables to carry out a firm’s strategy in its target markets. Marketing 621 concentrates upon the overall analysis of the environment and the match of products to market.

Marketing 622:Marketing Management – StrategyMeyer, Reed, Reibstein, Williams : 

Marketing: MBA Program 7 Marketing 622:Marketing Management – StrategyMeyer, Reed, Reibstein, Williams The primary objectives of this course are to introduce you to the concepts and theories underlying marketing decision making, and to provide you with the skills to analyze and understand complex marketing situations in order to develop and execute appropriate managerial actions. Marketing 622 builds upon Marketing 621 and focuses upon Segmentation, Targeting and Positioning Life cycle dynamics Integrating the elements of the marketing mix: product, price, communication, and distribution.

Marketing 756:Marketing ResearchEliashberg, Iyengar, Zauberman : 

Marketing: MBA Program 8 Marketing 756:Marketing ResearchEliashberg, Iyengar, Zauberman The course is aimed at the manager, who is the ultimate user of the research and is responsible for determining the major scope and direction of research activities. Also an excellent course for consultants interested in gaining an understanding of commonly used market analysis tools such as conjoint analysis, perceptual maps, etc… Techniques of data collection, evaluation of alternative sources of information, and methods of evaluating data and presenting the results are covered.

Marketing Course Structure : 

Marketing: MBA Program 9 Marketing Research 760 Law of Marketing and Antitrust Models for Marketing Strategy 773 Customer Behavior Applied Probability Models in Marketing 778x Branding Strategies Creativity XXX Marketing Metrics Red (Bold) = Course offered Fall 2007 Marketing Course Structure

Illustrative Course Sequences : 

Marketing: MBA Program 10 Illustrative Course Sequences Consulting Product Manager Retail High-Tech Marketing Required Courses 621, 622, 756

Illustrative Course Sequences (cont.) : 

Marketing: MBA Program 11 Red (Bold) = Course offered Fall 2007 Illustrative Course Sequences (cont.)

Dual Major in Marketing and Operations Management : 

Marketing: MBA Program 12 Dual Major in Marketing and Operations Management Requirements: Total of 7.5 course units (CUs): MKTG 621/622 - Marketing core courses, 1CU OPIM 631/632 - OPIM core courses, 1CU MKTG 756 - Marketing Research, 1CU MKTG/OPIM 655 - Integrating Marketing and Operations, .5 CU Plus 4 CUs from the following electives, with at least 1 CU from Marketing and 2 CUs from OPIM; the remaining CU can be from either list.

Marketing Electives for Dual Major : 

Marketing: MBA Program 13 MKTG 751 - Sales Force Management, .5 CUMKTG 753 - New Product Development, .5CUMKTG 754 - Pricing Policy, .5 CUMKTG 755 - Advertising Management, .5 CUMKTG 771 - Models for Marketing Strategy, 1 CUMKTG 773 - Customer Behavior, 1 CUMKTG 776 - Applied Probability Models in Marketing MKTG 777 - Marketing Strategy, 1 CUMKTG 778x – Branding Strategies, 1 CU MKTG 781 - Entrepreneurial Marketing, .5 CUMKTG 782 - Multinational Marketing, .5 CUMKTG xxx - Marketing Metrics, .5 CU MKTG 793 - Retailing, .5 CU MKTG 890 - Advanced Study Project, 1 CU *MKTG 892 - Creativity, 1 CU MKTG 894 - Entertainment and Sports Marketing, 1 CU MKTG 895 - Media and Entertainment Field Projects, 1 CU *  The ASP should deal with a topic that integrates across production and marketing. Possible topics include new product development, managing the marketing/manufacturing/product engineering interface, integrating front/back office operations in services, after-sales service, and distribution channel management. Marketing Electives for Dual Major

Operations Management Electives for Dual Major : 

Marketing: MBA Program 14 OPIM 651x - Advanced Topics: Problem Solving, Design, and System Improvement, .5 CU OPIM 654 - Product Design and Development, 1 CU OPIM 656 - Process Management in Manufacturing, 1 CU OPIM 658 - Service Process Management, 1 CU OPIM 697 - Retail Supply Chain Management, .5 CU Operations Management Electives for Dual Major

Other Course Possibilities : 

Marketing: MBA Program 15 Other Course Possibilities MBA Thesis PhD level courses MKTG 963 Consumer Behavior MKTG 964 Mathematical Models in Marketing Decision Making MKTG 966 Measurement and Data Analysis in Marketing MKTG 967 Research Methods in Marketing

Other Stuff : 

Marketing: MBA Program 16 Other Stuff MBA Marketing Club with departmental involvement Take your professor to lunch Marketing Department colloquia (Thursdays 3:00-4:30)

Finally : 

Marketing: MBA Program 17 Finally For further information, go to the Marketing Department web site, where the MBA program and course offerings are presented in detail, including the latest schedule of courses for Fall 2007 http://marketing.wharton.upenn.edu/programs/mba_sections.cfm?term=Fall&year=2007 Syllabi for Fall 2007 will be posted shortly on SPIKE Contacts Marketing Department’s Business Manager Marcia Longworth longworth@wharton.upenn.edu Marketing Department’s MBA faculty advisors: Eric T. Bradlow ebradlow@wharton.upenn.edu Jagmohan Raju rajuj@wharton.upenn.edu

Questions? : 

Marketing: MBA Program 18 Questions?

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