Research Methods In Marketing (MKTG-450-0)

This course counts toward the following majors: Managerial Analytics, Marketing, Marketing Management

The broad objective of this course is to provide a fundamental understanding of marketing research methods employed by well-managed firms. The course focuses on integrating problem formulation, research design, questionnaire construction, sampling, data collection and data analysis to yield the most valuable information. The course also examines the proper use of statistical applications as well as qualitative methods, with an emphasis on the interpretation and use of results.

Social Impact Marketing (MKTG-930-0)
This course is designed to promote the use of social impact marketing in for-profit businesses and nonprofit organizations. Social impact marketing is the application of marketing frameworks and techniques to promote individual and collective well-being. This course is offered in the spirit of taking responsibility for ourselves as well as caring for those around us. As such it includes but goes beyond nonprofit marketing; and the main objective is to leverage utilize individual resources to advance a good cause, such as increase use of public transportation, reduce paper use, place shelter animals in homes, expand bone marrow donor registry, etc. The Social impact marketing course is about researching issues, setting goals, designing and implementing action plans, and assessing progress and success of the social impact marketing plan. Social impact marketing expertise is integral in for-profit businesses, for managers who hold positions in corporate social responsibility, corporate philanthropy, marketing, or community relations. It also helps General Managers can successfully apply social marketing to enhance employee well-being directly through corporate health and financial initiatives and by motivating employee engagement in community programs. The goal is to develop a win-win program for doing good and doing well. Nonprofit and foundation business managers and board members achieve their mission. should, but do not always have the expertise to use social marketing to achieve their mission. It is in our best interest that these programs succeed from the point of view of professional managers who work in non-profit organizations as well as recipients of programs on better nutrition, environment protection, and literacy among others. Finally, social impact marketing knowledge can be used by general and marketing management consultants who offer services to for-profit businesses and non-profit organizations who are engaged in social marketing campaigns. such as advertising agencies, public relation firms, and marketing research firms. As a social marketing entrepreneur, I belong to this group. The course will allow you to develop and apply a set of frameworks to overcome challenges that are unique to social impact marketing such as invisible long-term benefits, negative demand, public scrutiny, and culture conflict. The teaching style of the class is experimental through integrated methods adapted from the psychology and marketing mindsets. This is a project-based class and the key learning will come from your Throughout the course, we will discuss how to re-design our product and service offerings by changing our mind-set from being organization-centered to audience-centered. And, we will address the challenge of successfully partnering with and disseminating social initiatives to individual employees, customers, and community members, foundations, and corporations. working on an actual project, starting with goal setting, and ending with assessing performance – the social impact of the plan and your execution. For the project, we will draw on the frameworks and tools that you have learned in the marketing core and marketing research class to strategize and to set goals. We will discuss how to apply research findings in marketing and psychology to enhance the persuasiveness of your communications. We will also learn how to increase impact by leveraging social media such as facebook, twitter, youtube. I have designed the course The course to help you develop a successful social impact marketing plan and to design and implement the social impact marketing mix. And the course materials are selected to accomplish these objectives. materials were selected to meet these objectives as well as to reflect my social marketing expertise in promoting health and financial well-being. This mini course is divided into four sections: 1) managing corporate social marketing programs, 2) developing a successful social marketing plan, 3) selecting target audiences and managing public scrutiny, 4) designing and implementing the social marketing mix. I have selected the course materials (see below) to accomplish these objectives. The required course packet presents the analytical concepts and techniques for social marketing. The book, cases, and articles provide a context for discussing the effectiveness of social marketing. Open laptops are not allowed in the classroom.

General Seminar For Phd Candidates (MKTG-520-1)
This seminar confronts students with significant problems, issues and theories at the leading edge of the marketing field. Presentations and discussions are designed to stimulate thinking on important areas of research and the development of new theoretical viewpoints.

Consumer Behavior: Information Processing and Decision Making (formerly MKTG-520-1) (MKTG-540-0)
This objectives of this course are twofold. First to introduce topics in consumer behavior, familiarize students with research in psychology and marketing related to consumer behavior, and provide an understanding of how theories and frameworks are developed. Students will focus on understanding current theoretical and methodological approaches to various aspects of consumer behavior, as well as advancing this knowledge by developing testable hypotheses and theoretical perspectives that build on the current knowledge base. Secondly to provide selective coverage of the research carried out in the area of consumer decision making. In addition to analyzing extant research, the course will cover some methodological issues that are essential for students to be successful in the field of consumer research.

Research Philosophies in Marketing and Consumer Behavior (formerly MKTG-520-3) (MKTG-542-0)
This course will enhance students’ ability to understand the philosophical assumptions underlying research methods in marketing and consumer behavior. The first half of the course focuses on consumer behavior from a methodological perspective with the focus being on the broader, more fundamental issues of what should be the goal of consumer research, and what good theory looks like, and how research can be applied. The second half of the course focuses on a particular research tradition in marketing and consumer behavior that will not only to introduce students to an important research tradition in marketing, but also to do so using the analytic frameworks offered during the first half of the course.