Marketing

• QST BA 572: Business Experiments and Causal Methods
  Undergraduate Prerequisites: CASCS108 or CASCS111 or CDS DS110 or QST BA222 - Formerly BA472. 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 HM 833: Health Sector Marketing
  Graduate Prerequisites: QSTMK723 or MK724 - This course provides an understanding of health sector marketing for health care services delivery (e.g., health systems, independent hospitals, hospices, pharmacies), for private business (e.g., life sciences, pharma, and biotech), and for insurance (e.g., commercial insurance and government). The course explores marketing insights and marketing strategies in the context of the evolving health sector. 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 will build students' knowledge of the unique challenges of health sector marketing and will build facility with applying the principles of marketing to situations across this vast landscape.
• QST IM 851: The Management of Luxury Business
  Graduate Prerequisites: Students must have 16 credits of MBA course work completed at Questrom . - This Paris seminar is designed to be a deep-dive experiential learning experience focused on one of France's leading economic sectors: luxury goods and services. In this course, students will examine best business practices and challenges behind the global economic success of the French luxury goods industries. While in Paris, students will get a closer look into leading businesses serving high-end consumers across industries such as cosmetics, wine and spirits, high-end fashion, retail, hotels, real-estate, airplanes, and auctions as well as a historical perspective on how France became the leader in the luxury goods market. We will also learn about how global consumer trends such as sustainability, the resell market and economic downturn affects the luxury segment. Management issues in the luxury goods and services industries will be covered during firm visits, discussions with high-level executives and via an experiential consulting project. Students will meet with top executives and decision makers across business functions such as customer-relationship management, marketing, branding, operations, manufacturing, and financial planning. This class counts as an experiential learning course.
• QST MK 223: Marketing: Concepts to Consumers
  Pre-requisite: QSTSM 131; QSTBA 221 previously or concurrently; sophomore standing. This course Introduces students to the field of marketing, including the analysis, planning, and implementation of marketing strategies as the means for achieving an organization's objectives. Students analyze cases and participate in workshops that focus on key marketing management tasks, including marketing research, consumer research, segmentation and targeting, sales forecasting, brand management, analysis of distribution channels, pricing and promotion practices, the development of advertising strategies, and marketing ethics.
• QST MK 323: Marketing Management
  Undergraduate Prerequisites, Questrom students only: QST AC221; MO221; QM221; QM222 or BA222; SM131; SM132; SM275 - Component of QST SM323, The Cross Functional Core. Introduces students to the field of marketing management: analysis, planning and implementation of marketing strategies as the means for achieving an organization's objectives. 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. 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. cr. 4
• QST MK 345: Consumer Insights
  Undergraduate Prerequisites: QST SM131 and sophomore standing - Formerly MK445. Provides insight into the motivations, influences, and processes underlying consumption behavior. Considers relevant behavioral science theories/frameworks and their usefulness in formulating and evaluating marketing strategies (i.e., segmentation, positioning, product development, pricing, communications).
• QST MK 435: Introduction to the Music Business and Music Marketing
  Undergraduate Prerequisites: (QSTMK323) - Survey of the music industry with a focus on understanding of its structure and the intersection of business and music. Discusses key areas of music marketing, including opportunities for musicians, including publicity, advertising, promotion (online and traditional), digital distribution, touring, licensing/synch, and radio.
• QST MK 447: Marketing Research
  Undergraduate Prerequisites: (QSTMK323) - Required for Marketing concentrators. Introduces tools and techniques of marketing research as an aid to marketing decision making. Definition of research problems, selection of research methodologies, design of research projects, interpretation of research results, and translation of research results into action.
• QST MK 465: Omni-channel Retailing
  Undergraduate Prerequisites: QST MK323. Pre-req for SHA students: SHA HF260 - The days of brick and mortar vs. online are gone and retailing has transitioned into omni-channel retailing. In this course, you will learn how retailers are successfully navigating this transformation. 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. 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.
• QST MK 467: Global Marketing Management
  Undergraduate Prerequisites: QST MK323. Pre-req for SHA students: SHA HF260 - Develops a critical appreciation of both the opportunities and challenges associated with the increasing globalization of markets. 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. 4 cr.
• QST MK 469: Advertising in the Digital Age
  Undergraduate Prerequisites: (QSTMK323) - Advertising has changed in the age of digital media with companies realizing the importance of traditional media as well as owned media, paid media, and earned media. This course focuses on developing an advertising strategy that integrates traditional and digital advertising media for efficient and effective communication. Topics include trends and practices associated with media planning and buying across the various media platforms as well as advertising creative best practices. The course also examines how to measure the effectiveness of a firm's advertising to gain insights into brand performance. A combination of cases, readings, textbook and projects will guide the student to a thorough understanding of advertising.
• QST MK 470: Pricing Strategy and Tactics
  Undergraduate Prerequisites: QST MK323. Pre-req for SHA students: SHA HF260 - Focuses on the practical needs of the marketing manager when making pricing decisions. Students learn the techniques of strategic analysis necessary to price more profitably by evaluating the price sensitivity of buyers, determining relevant costs, anticipating and influencing competitors' pricing, and formulating an appropriate pricing strategy.
• QST MK 475: Luxury Brands
  Undergraduate Prerequisites: (QSTMK323) - Creating and leveraging luxury brand equity is a significant challenge. This course will explore luxury entrepreneurship, innovation, and disruptive business models, the role of technology, craftsmanship, and design in the creation and evolution of luxury brands. We will address brand extensions, dilutions, and stretching as well as the ability to expand the brand globally. Tied to these are issues of the critical role of distribution channels, particularly retail channels, and luxury services in delivering the luxury promise. Threats to sustaining the value of one's brand (e.g., threats to the supply chain) will be examined. The course will rely on cases, guest speakers, and a significant project.
• QST MK 478: Customer Analytics
  In this course, students learn the principal methods of analytics used to maximize customer profitability. We learn statistical tools to identify, target, acquire, and develop profitable customers for the long term. Using a rich range of cases drawn from B2C and B2B companies, we emphasize drawing insights from the analyses to inform business strategy.
• QST MK 486: Digital Marketing Strategy
  Undergraduate Prerequisites: (QSTMK323) - Digital Marketing Strategy equips students with tools, mindset, and trends to make decisions about digital marketing strategy and tactics, including positioning products and services for success, acquiring and engaging customers, and measuring the performance of near-term campaigns and longer-term customer value.
• QST MK 487: Branding
  Undergraduate Prerequisites: QST MK323. Pre-req for SHA students: SHA HF260 - Explores the art and science of branding, and the strategies through which companies can create, capture, and sustain shareholder value through brands. Through a mixture of theory and real-world cases, the course examines brands from the perspectives of the cultures and consumers who help create them, and the companies who manage them over time. 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. Particular attention is paid to branding challenges associated with today's interconnected, consumer-empowered, and transparent web-enabled world. 4 cr.
• QST MK 498: Directed Study: Marketing
  Directed study in Marketing. 2 or 4 cr. Application available on Undergraduate Program website.
• QST MK 542: Digital Marketing Analytics
  Undergraduate Prerequisites: QST MK323. Pre-req for SHA students: SHA HF260; CAS MA115 (or MA113); CAS MA116 - This is an introductory course on Digital Marketing emphasizing analytics that seeks to familiarize students with digital marketing tactics. At the heart of marketing lies consumers and their marketing journey through the stages of awareness, intent, conversion and finally retention. In this course, we will learn how digital has revolutionized the interactions between firms and consumers along this journey. 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 course develops essential data analytics skills--critical thinking, data mining, experimental analysis and design--applied to ad campaign, ad attribution, and social media data.
• QST MK 723: Marketing Management
  This course provides a practical understanding of how business strategies and tactics are driven by marketing's dual focus on customers and competition. 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. 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.
• QST MK 724: Marketing Management
  Graduate Prerequisites: QST AC710 or AC711 (previous or concurrent) - This course provides a practical understanding of how business strategies and tactics are driven by marketing's dual focus on customers and competition. 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. 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.