Courses

The listing of a course description here does not guarantee a course’s being offered in a particular semester. Please refer to the published schedule of classes on the Student Link for confirmation a class is actually being taught and for specific course meeting dates and times.

• QST MK 867: Csr Marketing
  This course description is currently under construction.
• QST MK 870: Luxury Marketing
  Introduction to the marketing of luxury goods and services. It explores the origin, the history, and the evolution of luxury and gives an overview of the global luxury industry. It highlights the specificities of marketing in the luxury sector. Luxury brands must manage a number of inherent paradoxes and tensions. Differences in a mass versus luxury marketing approach are discussed. Finally, the course focuses on examining the main challenges with which luxury brands are currently confronted. As markets are becoming increasingly polarized, the course is relevant to a wide range of marketing and business professionals who may have to "premiumize" their offerings or revitalize their brands through an upscale positioning. 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.
• QST MK 872: Measuring Impact with Causal Methods
  When is making a change to a price, algorithm, or product worthwhile? 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. 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. The business topics covered include pricing, balancing digital marketplaces like Airbnb and Uber, reputation systems, measuring influence in social networks, and algorithmic design.
• QST MK 876: Digital Marketing Analytics
  This is an introductory course on digital marketing analytics that inform digital marketing tactics, including online display ads, search listings, on-site e-commerce marketing and social media marketing. The course introduces methods that can be used to assess how specific tactics are moving consumers along the path to purchase.
• QST MK 878: Managing Marketing Spend
  The course will focus on managing marketing spend from the perspective of a marketing manager. The first module of the course is on customer analytics and will cover the fundamental frameworks needed for customer-centric marketing with topics such as customer lifetime value, customer acquisition and retention, and customer equity. 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. The course will require quantitative skills and will use a combination of cases, lectures, and a hands-on project.
• QST MK 898: Directed Study: Marketing
  Graduate-level directed study in Marketing. 1, 2, or 3 cr. Application available on the Graduate Center website.
• QST MK 899: Directed Study: Marketing
  Graduate-level directed study in Marketing. 1, 2, or 3 cr. Application available on the Graduate Center website.
• QST MK 914: Seminar in Consumer Behavior
  This course is designed to familiarize students with the current major theoretical streams of research in consumer behavior. It is meant to instill in the student not only a knowledge of the current "state of the art" in consumer behavior research, but also an ability to apply behavioral science theory to consumer behavior research issues. 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.
• QST MK 915: Consumer Behavior II
  Because firms that excel in developing deep insight into consumer behavior create and capture more value in the marketplace, it is critical for researchers to establish a strong foundation in consumer research. 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. This perspective calls for a broader conceptualization of the discipline, with greater attention to - phenomena and dynamics at the socio-cultural level, under-leveraged theoretical perspectives beyond psychology and economics, and grounded methodologies capable of situating consumer behavior in the context of people's lives. 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.
• QST MK 927: Marketing Management and the Customer-Focused Firm
  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. 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. 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.
• QST MK 928: Mathematical Modeling in Marketing
  There are many decision problems in marketing that require mathematical modeling, using operations research/ management science approaches. This type of modeling is distinct from "statistical modeling;" this latter type of modeling is very worthy of study, and is heavily covered in various other courses you will take or have taken (e.g., QM915: Multivariate Analysis). The course consists mainly of discussing a variety of assigned journal articles in the various area of management, with the plurality illustrating marketing applications. The articles focus on optimization models. There are also lectures on the major optimization techniques (e.g., calculus, linear programming, decision analysis) emphasized in the course. The grading is based half on class participation and half on a required paper. Open to MBA students with instructor's permission. Must meet with faculty member to discuss course content and goals.
• QST MK 929: Marketing Management and the Customer-Focused Firm II
  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. Discussion topics concern strategies for gaining competitive advantage and include: establishing a market orientation, product strategy, product innovation and new product development, brand design and product aesthetics, co-creation and mass customization, pricing strategy, sales promotions, corporate social responsibility, cause marketing, stakeholder marketing, and the measurement of firm and marketing performance. 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.
• QST MK 990: Current Topics Seminar
  For PhD students in the Marketing department. Registered by permission only.
• QST MK 998: Directed Study: Marketing
  PhD-level directed study in Marketing. 1, 2, or 3 cr. Application available on the Graduate Program Office website.
• QST MK 999: Ds: Marketing
  
• QST MS 600: Msms Launch
  
• QST MS 712: Customers and Markets
  This course serves as a foundation for understanding how the organization must align to deliver a value proposition for customers in an increasingly competitive and fragmented marketplace. Learning vehicles include computer simulations, readings, exercises, case studies, discussion, teamwork, and a client consulting project.
• QST MS 713: Financial Decision Making
  This course introduces the economic concepts that underlie the fundamentals of finance, risk and tradeoffs. Learning vehicles include computer simulations, exercises, case studies, discussion, teamwork, and a client consulting project.
• QST MS 719: Client Consulting Project A
  This experiential project teaches students how to apply their observational capabilities to gathering data on the operations of a business. More broadly, the course develops student skills in gathering, cataloging and categorizing data about operations, analyzing and synthesizing the data, and in graphic representations of operational flows to facilitate communication with clients and other stakeholders. In addition, students will utilize secondary data sources and marketing media to relate business operations to marketing actions.
• QST MS 729: Client Consulting Project B
  The consulting project asks student teams to gather data, perform analyses, and make recommendations regarding internal-facing challenges for a large enterprise. The scope of the challenge, analyses, and recommendations include strategic, financial, marketing, operational, and organizational considerations. Teams will work on various aspects of the project, performing their analyses and making recommendations that are consistent across project teams.

Back to full list of Questrom School of Business