Marketing

BBA Core and Electives

2012-2013


March 2012
Overview
MKT Core Overarching Framework (The Big Picture) and
Faculty
2012-13 MKT Elective Schedule by Semester
2012-13 MKT Instructor Schedule
2012-13 MKT Elective Schedule by Semester and Instructor

Individual Course Descriptions (Topics, Career)
2012-13 BBA MKT Core
marketing
objective
source of
volume
evaluate
business
objective
place
price
promotion
execute
product
service
position
segment
target
STP
Scott Rick Brent McFerran
2012-13 BBA MKT Electives by Semester
COURSE TITLE
FALL 2012
A
FALL 2012
B
WINTER
2013
A
WINTER
2013
B
MKT 301 Strategic Marketing Planning (2)
MKT 303 Strategic Brand Management (1)
MKT 310 Fundamentals of Sales Management (2) (1)
MKT 311 Advertising Management (2)
MKT 313 Consumer Behavior (2)
MKT 315
International Marketing Management
(1)
MKT 322 Digital Marketing (1)
MKT 325
Innovation in New Products/ Services
(2)
MKT 407
Designing Persuasive
Communication
(1) (1)
(n) is number of sections
2012-13 BBA MKT Electives by Instructor
(n) is number of sections
INSTRUCTOR
FALL 2012
A
FALL 2012
B
WINTER 2013
A
WINTER 2013
B
Anocha Aribarg
(1)
Jennifer Ashman
(1) (1)
Rajeev Batra
(1) (1)
Follett Carter
(2) (1)
Tim ODay
(1)
S. Sriram
(2)
David Wooten
(2)
Carolyn Yoon
(2)
Melanie Zaglia
(1)
Fall 2012
M303-A Strategic Brand Management
Rajeev Batra (1 section, 1.5 credits)
M310 Fundamentals of Sales Management
Follett Carter (2 sections, 3 credits)
M322-B Digital Marketing
Tim ODay (1 section, 1.5 credits)
M407 Designing Persuasive Communication
Jennifer Ashman (1 section, 3 credits)


M310 Fundamentals of Sales Management
Follett Carter (1 section, 3 credits)
M311 Advertising Management
Katherine Burson (2 sections, 3 credits)
M313 Consumer Behavior
Carolyn Yoon (2 sections, 3 credits)
M315 International Marketing Mgmt.
Melanie Zaglia (1 section, 3 credits)
M325 Innovation in New Products/Services
S. Sriram (2 sections, 3 credits)
M407 Designing Persuasive Communication
Jennifer Ashman (1 section, 3 credits)
2012-13 BBA Marketing Electives (Semester + Instructor)
Winter 2013
Fall 2012
Brand management (CPG, industrial, and
services)
Advertising
E-marketing
Consulting
Accounting firm partners
Entrepreneurs
Hi-Tech
BBA Marketing Electives F2012-W2013
Career Relevance
M301 Strategic Marketing Planning
David Wooten (2 sections, 3 credits)
Topics:
~ Competitive Analysis
~ Customer Analysis
~ Strategic Decision Making
~ Developing Marketing Programs
~ Managing Product Portfolios
~ Managing Products Throughout the Product Lifecycle:
StratSim Simulation, includes 4Ps+STP+New
Products
Fall 2012
M303-A Strategic Brand Management
Rajeev Batra (1 section, 1.5 credits)
Topics:
~ Payoff from building strong brands
~ How to build strong brands: framework and roadmap
~ Strategies and tactics to build each component of
brand equity: awareness, identity, quality and
leadership reputation, brand associations, loyalty
~ Building a New Beverage Brand: Individual Project
~ Managing Existing Brands (Product Management):
PharmaSim Simulation, includes 4Ps+STP+New
Products
Brand management (CPG, industrial, and services)
Advertising
E-marketing
Consulting
Accounting firm partners
Entrepreneurs
Hi-Tech
BBA Marketing Electives F2012-W2013
Career Relevance
Career Relevance
Sales professionals
Senior marketing executives
Sales management executives
Entrepreneurs
Senior consultants and accounting firm partners
General managers
M310 Fundamentals of Sales Management
Follett Carter (2 sections in Fall, 1 in Winter,
3 credits)
Topics:

~ Selling as a profession in the business to
business world
~ Sales call structure
~ Training on a sales program
~ Interpersonal sales skills training
~ Sales management goals and productivity
~ Sales force organization
~ Sales personnel recruiting and training
~ Compensation and motivation
~ Sales process
~ Automation tools for sales: SFA and CRM
~ In-field sales management assignment

BBA Marketing Electives F2012-W2013
Fall 2012 and Winter 2013
Career Relevance
M311 Advertising Management
Katherine Burson (2 sections, 3 credits)

Topics:
~ Marketing communications framework
~ Selecting target consumers
~ Setting communications objectives
~ Evaluating creative alternatives
~ Advertising testing
~ Media planning: traditional and non-traditional,
including digital media
~ Advertising research
~ Brand manager - advertising relationships
Brand management (CPG, industrial, services)
Advertising agencies: account executives,
media planners, researchers
Digital marketing managers
General manager of companies utilizing
advertising
BBA Marketing Electives F2012-W2013
Winter 2013
Career Relevance
Brand management (CPG)
Business Development
Innovation Practice
Consumer Insights & Market Knowledge
Consulting
M313 Consumer Behavior
Carolyn Yoon (2 sections, 3 credits)
Topics:
~ Qualitative research methods
~ Needs and values
~ Memory and information processing
~ Attitudes
~ Consumer decision making
~ Social and cultural influences
BBA Marketing Electives F2012-W2013
Winter 2013
Career Relevance
Brand management (CPG)

Marketing managers in global companies
Consultants
M315 International Marketing Management
Melanie E. Zaglia (1 section, 3 credits)
Topics:
BBA Marketing Electives F2012-W2013
Winter 2013
~ Cross-cultural Marketing

~ International environment
~ Market entry strategies
~ Aspects of international market research
~ International segmentation, targeting & positioning
~ International marketing mix (including international
aspects of topics such as brand management and
advertising
~ Development of and challenges for international
marketing (e.g., social media marketing, consumer
orientation and glocalization)
Fall 2012
Brand managers (CPG, industrial, services)
Advertising client managers
Advertising agency manager
Media executives
Entrepreneurs
Managers responsible for marketing and advertising
M322-B Digital Marketing
Tim ODay (1 section, 1.5 credits)
Topics:
~ Over view of how the media revolution has
impacted the marketing world and advertising
industries
~ How to find creative insights and develop a
digital creative strategy
~ Considerations of widely-used digital
approaches, including search engine marketing,
display ads, social media sites, blogs and
reviews, mobile marketing, as well as whats
next.
~ How to analyze digital marketing ideas and
present a cogent persuasive point-of-view.
~ How to develop and present digital-based
marketing ideas to solve a live business
problem.

BBA Marketing Electives F2012-W2013
Career Relevance
Career Relevance
Brand manager: CPG, industrial, and services
Innovation managers
Consultants
Entrepreneurs
M325 New Product Innovation Management
S. Sriram (2 sections, 3 credits)
Topics:
~ Creativity tools for idea generation for new
products
~ Concept development and testing
~ Sales forecasting techniques for new products
~ Test marketing /prediction markets
~ Organizing for innovation
~ Stages/gates system for new product
development and commercialization
BBA Marketing Electives F2012-W2013
Winter 2013
Career Relevance
Advertising creative executives and copywriters

Advertising client managers
Marketing and advertising researchers
Web-based marketing and advertising executives
Consultants
M407 Designing Persuasive Communication
Jennifer Ashman (1 section each term, 3 credits)
Topics:
~ Developing a persuasive campaign
~ Developing a creative strategy for persuasion
~ The creative campaign relationship to brand
equity
~ Tactics of persuasive communication:
copywriting, graphic design, web site design,
etc.
~ Nature of persuasive sales promotions
~ Preparing and presenting a marketing
communication plan book
~ Working as part of an agency team with
creative, non-business talent (Project)
BBA Marketing Electives F2012-W2013
Fall 2012 & Winter 2013