Listing of Special Topics Courses for Spring 2010
The Marketing Department has announced four special topics courses for the 09/10 Spring term:
MKT 798/538 Strategic Planning for New Product Management
MKT 798 Marketing in Asia Pacific
MKT 798 Multichannel Marketing Communication Program (MC2)
MKT 798/579 Category Management
Please read on below for full course descriptions.
MKT 798/538 Strategic Planning for New Product Management
The importance of managing successful new products has increased exponentially given the impetus of a global economy, the faster rate of innovation and the increased sophistication of consumers. New products as a result of innovation are at the center of companies’ strategies for both growth and survival. Executive issues to be explored include: Managing New Product Portfolios, Fostering Innovation and Creativity, Design as a Competitive Advantage, Borderless Innovation: The impact of globalization, and Mastering channels of distribution.
In this course we’ll use current case studies, events and articles to provide the students a series of tools and concepts that will enable them to manage successful new products situations in the workplace. The course is targeted to marketing professionals interested in transitioning to new product development, to technical professionals looking to move into management, entrepreneurs and general managers who are responsible for a portfolio of products, financial analysis who assess growth prospects, and product development professionals who need to learn tools and techniques to handle strategic challenges today.
PREREQUISITE: New Product Development (537) or instructor's approval.
Campus Day Time Professor
LOOP M 5:45 Loida Rosario
MKT 798 Marketing in Asia Pacific
The course is designed to provide a strategic business perspective of the marketing environment in the Asia-Pacific region. Major emphasis will be given to Japan, S. Korea, China and India. The course is structured to review and understand the different business cultures found in the region, including East Asia (Japan, Korea, China, Taiwan), Southeast Asia (Singapore, Indonesia, Malaysia, Philippines, Vietnam), and South Asia (India).
The course draws together an analysis of the micro marketing environment of specific countries and the macro environmental factors of the region.
Campus Day Time Professor
LOOP TH 6:00-9:15 Luis Larrea
MKT 798 Multichannel Marketing Communication Program (MC2)
All firms have multiple channels of communication that they employ to interact with customers, supplies, and others. However, they are all challenged to make this total system of communication accountable and measurable. Many communications channels, traditional, internet, social media, and other direct methods will be explored. We use reading materials, projects and outstanding professional experts to show us how to make multiple channels of communications accountable. Prior to this year this course has only been offered as a certificate course to professional students. Now graduate students may take it for credit so they can learn and network with practicing direct and interactive marketing professionals.
Campus Day Time Professor
LOOP T 6:00-9:15 Kelly, S.J
MKT 798/579 Category Management
Successful companies expect their suppliers to act as partners that will help them grow their businesses, not simply to trade share among competitors. Relationships are established between buyer and seller when vendor partners demonstrate and leverage business understanding to build customer volume.
In consumer packaged goods, this practice has become known as category management. In this system, one category manager is typically appointed from a group of competitors. The category manager is usually, but not always, the market share leader in a category. The category manager is always a category expert with the resources necessary to translate information into business insight and implement volume building activity.
In this course we will use the case method to:
• Learn the category management process;
• Use the information systems and data resources available;
• Develop sales presentations that effectively communicate solutions for business problems in three different industries.
These cases will be drawn from the consumer packaged goods, mass merchant retailing and industrial manufacturing businesses. Students will work individually and on teams to complete each assignment.
Campus Day Time Professor
LOOP T 6:00-9:15 Dan Strunk
