MARKETING

(WH) {MKTG}
101. Introduction to Marketing. (C) Niedermeier. Recitation Section 220 is reserved only for Wharton
Scholars.
The objective of this course is to introduce students to the concepts, analyses, and activities that
comprise marketing management, and to provide practice in assessing and solving marketing
problems. The course is also a foundation for advanced electives in Marketing as well as other
business/social disciplines. Topics include marketing strategy, customer behavior, segmentation,
market research, product management, pricing, promotion, sales force management and competitive
analysis.
211. (MKTG711) Consumer Behavior. (C) Cutright, Reed.Prerequisite(s): MKTG 101.
This course is concerned with how and why people behave as consumers. Its goals are to: (1) provide
conceptual understanding of consumer behavior, (2) provide experience in the application of buyer
behavior concepts to marketing management decisions and social policy decision-making; and (3) to
develop analytical capability in using behavioral research.
212. (MKTG712) Marketing Research. (C) Shen, Eliashberg, Yildirim.Prerequisite(s): MKTG 101,
STAT 101. Students are highly encouraged to take statistics in the semester immediately preceding
this course
This course examines the role of marketing research in the formulation and solution of marketing
problems, and the development of the student's basic skills in conducting and evaluating marketing
research projects. Special emphasis is placed on problem formulation, research design, alternative
methods of data collection (including data collection instruments, sampling, and field operations), and
data analysis techniques. Applications of modern marketing research procedures to a variety of
marketing problems are explored.
221. (MKTG721) New Product Management. (C) Armstrong, Adams.Prerequisite(s): MKTG 101;
NOTE: Students may not take this course and MKTG 262 (Former MKTG 232) for credit. 0.5 c.u. Onehalf term
Examination of the marketing aspects of products or services exclusive of their promotion, pricing or
distribution. Focuses on decisions regarding product introduction, positioning, improvements, and
deletion, and the tools available for making these decisions.
224. (MKTG724) Advertising Management. (C) Prerequisite(s): MKTG 101 or permission of
instructor; NOTE: Students may not take this course and MKTG 265 (formerly MKTG 235) for credit.
0.5 c.u. One-half term
Immersion in the advertising development process and examination of the practice of advertising.
Focuses on decisions regarding advertising objectives, copy selection, budget setting and media
selection.
225. (MKTG725) Principles of Retailing. (C) Prerequisite(s): MKTG 101. 0.5 c.u. One-half term
This course explores the domain of retailing; marketing to the final consumer. Emphasis is placed on
marketing aspects of retailing not covered in other courses: retail strategy, merchandising, vendor
relations and location.

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227. (MKTG727) Digital Marketing and Electronic Commerce. (C) Bell.Prerequisite(s): MKTG 101.
0.5 c.u. One-half term. Students may not take both MKTG 227 and the full semester version of this
course, MKTG 351, for credit.
The effect of the Internet and related technologies on business and social institutions is more profound
than that of any prior invention, including the printing press and the internal combustion engine.
Furthermore, marketing plays a key role in shaping the modern consumption-led economies fueled by
these technologies. MKTG 227 provides a research-based and framework-driven approach to
understanding digital marketing and electronic commerce.
The course is organized around three sections and utilizes relevant theory, empirical analysis, and
practical examples to develop the key learning points. Part I presents will establish the behavioral
foundations for understanding electronic commerce and covers relevant phenomena and theory from
economics, marketing, and related fields. Part II examines ecommerce business models and
institutions including Internet retail, subscription commerce, curated commerce and so on. Part III
focuses on how digital marketing fosters ecommerce business growth. In particular, we survey,
critique, and evaluate common digital marketing methods and tactics.
Guests from the entrepreneur and investor communities participate, as appropriate (former and
illustrative speakers include Pooja Batra (Bollywood Actress), Joe Cohen (Lore.com), Mike Cohen
(Birchbox.com) and Rob Coneybeer (Shasta Ventures).
231. (MKTG731) The Psychology of Consumer Financial Decisions. (C) Gal
Zauberman.Prerequisite(s): MKTG 101. Experimental course.
Financial decision making is a significant aspect of consumers' decisions, providing great business
opportunities, and with mistakes, having significant individual and societal consequences. We have all
witnessed what amassing household debt, taking on a large mortgage without financial reserves, and
having insufficient savings for retirement can do to individuals, households, and communities. The
basic premise of this course is that better understanding of the psychology of consumer decision
making in the context of financial products and services can provide significant business opportunities,
and more importantly, provide better public policy that will increase consumer well-being.
Note that this course is rooted in the psychology of financial decisions and will not focus on financial
or economic models. This is a course about the psychology of individual consumers rather than
financial models of the firm. In this course the perspective of the individual is taken, rather than that of
the firm. The focus is on actual behavior rather than normative rational behavior. This course is
fundamentally about individual decision making in the context of the consumption of financial products
and services. As such, the course will cover some concepts and theories (risk aversion, loss aversion,
hyperbolic discounting, etc.) covered in other courses examining the behavioral aspects of consumers
and managers, such as Consumer Behavior (MKTG 211) and Decision Processes (OPIM 290).
233. (MKTG733) The Social Impact of Marketing. (C) Deborah Small.Prerequisite(s): MKTG 101 or
permission of instructor. One half term - 0.5 c.u.
Private and public sector firms increasingly use marketing strategies to engage their customers and
stakeholders around social impact. To do so, managers need to understand how best to engage and
influence customers to behave in ways that have positive social effects. This course focuses on the
strategies for changing the behavior of a target segment of consumers on key issues in the public
interest (e.g., health behaviors, energy efficiency, poverty reduction, fund-raising for social causes).
How managers partner with organizations (e.g., non-profits, government) to achieve social impact will
also be explored.

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254. (MKTG754) Pricing Policy. (C) Prerequisite(s): MKTG 101 and Sophomore standing. 0.5 c.u.
One-half term. (Former MKTG 222) Students can not take both MKTG 254 and the full semester
version of this course, MKTG 288, for credit.
The pricing decision process including economic, marketing, and behavioral phenomena which
constitute the environment for pricing decisions and the information and analytic tools useful to the
decision maker.
260. (LGST205, LGST805, MKTG760) Law of Marketing and Antitrust. Prerequisite(s): MKTG 101.
(Former MKTG 236)
See Legal Studies, LGST 205
265. Principles of Advertising. (C) Prerequisite(s): MKTG 101. NOTE: Students should not take both
MKTG 265 (full semester version) and MKTG 224 (mini course version), since credit will not be given
for both courses. (Former MKTG 235)
This course focuses on advertising via all media - print, digital, video, TV, Internet, etc. Emphasis is
placed on understanding the communication development process and consumer behavior
(psychology), the measurement and evaluation of advertising effects, and developing appropriate
media plans.
271. (MKTG771) Models for Marketing Strategy. (M) Eliashberg.Prerequisite(s): MKTG 101, STAT
101 and some tolerance for expressing critical ideas in simple math.
In today's business environment, marketing executives are involved in complex decision-making and
they become responsible for return on their marketing investments. The first objective of this course is
to help participants become better executives. By exposing students to various analytical and
computer-based tools, developed for solving marketing problems, it will help to prepare them for
careers in industries such as consumer packaged goods, hi-tech, financial services, media and
entertainment, pharmaceutical, consulting, and venture capital.
The course's main focus is on various existing models, such as models that predict the consumer's
dynamic adoption of an innovative product. However, at some point in their career, students may find
themselves facing business problems for which a model can assist in making decisions, but no
existing model is available. Hence, the second objective of the course is to provide participants with
critical skills necessary to evaluate new models to which they may be exposed by attending
presentations or reading the literature. The models to be discussed in the class have been
implemented and proven useful in a wide range of industries (e.g., business-to-consumers and
business-to-business).
The course is not only about models, however. It also covers modeling needs. Some industries such
as the media and entertainment or the pharmaceutical industries present unique problems and
modeling needs. The third objective of the course is to expose participants to the nature and essence
of such idiosyncratic problems as well as modeling needs in such industries. Overall, the course will
make participants understand better critical marketing problems by analyzing them rigorously and will
enhance their skills in either designing or evaluating models-based strategies.
277. (MKTG777) Marketing Strategy. (C) Van den Bulte, Day.Prerequisite(s): MKTG 101. Lectures,
discussions, cases
This course views marketing as both a general management responsibility and an orientation of an
organization that helps one to create, capture and sustain customer value. The focus is on the
business unit and its network of channels, customer relationships, and alliances. Specifically, the
course attempts to help develop knowledge and skills in the application of advanced marketing
frameworks, concepts, and methods for making strategic choices at the business level.

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278. (MKTG778) Strategic Brand Management. (C) Prerequisite(s): MKTG 101.
Which brands make you happy? Apple? Starbucks? The Daily Show? Google? What draws you into
these brands? How do companies create compelling brand experiences? How could you cultivate a
well-loved brand? This course explores such questions with the goal of identifying the ingredients for
building an inspired brand, where brand is defined as "a sensibility" - departing from traditional
perspectives of brand. The course is created for students interested in building their own brands and/
or immersing themselves in the enhancement of an existing brand, and it is comprised of lectures,
cases, guest speakers, discussions, in and out of class exercises, all of which culminate in a brand
audit group project that students will present in the final class session. Broadly, the course will be
divided into four parts: 1) Understanding Brand, 2) Crafting Brand, 3) Measuring Brand, and 4)
Managing Brand. The course will provide students with an appreciation of the role of branding and
(taking a consumer-centric approach) will augment students' ability to think creatively and critically
about the strategies and tactics involved in building, leveraging, defending, and sustaining inspired
brands.
288. Pricing Strategies. (B) Zhang.Prerequisite(s): MKTG 101. NOTE: Students may not take both
MKTG 288 and MKTG 254 (former MKTG 222) for credit.
This course is designed to equip students with the concepts, techniques, and latest thinking on pricing
issues, with an emphasis on ways in which to help a firm improve its pricing. The orientation of the
course is about practice of pricing, not theory. We will focus on how firms can improve profitability
through pricing, look at how firms set their prices and how to improve current practices to increase
profitability. The first part of the course focuses on how to analyze costs, customers, and competitors
in order to formulate proactive pricing strategies. The second part focuses on price promotions, price
bundling, price discrimination, versioning, nonlinear pricing, pricing through a distribution channel,
dynamic pricing, etc.
306. (MKTG806) Special Topics: Retail Merchandising. (A) Prerequisite(s): MKTG 101; MKTG 225.
0.5 c.u., One-half term (Former MKTG 396)
This course provides a detailed introduction to the role of merchandising at various retailers, including
apparel and other soft lines businesses, grocery stores, mass-merchandisers and "category killers".
Selected topics may include product development, line planning, sourcing, product lifecycle,
forecasting, planning and allocation, pricing and markdowns, and vendor relations.
309. (MKTG809) Special Topics: Experiments for Business Decision Making. (B) Prerequisite(s):
MKTG 101 or faculty permission is required; STAT 101, STAT 431, or equivalent is recommended.
(Former MKTG 269)
In the past decade, massive shifts in how companies interact with their customers have suddenly
made field experiments an economically feasible way to learn about a variety of business questions
such as what types of promotions are most effective, what products should be stocked at a store, how
e-mail promotions should be designed, how sales staff should be compensated, etc. Many marketers
engaged in online retailing, direct-marketing, online advertising, media management, etc. are rapidly
embracing a "test and learn" philosophy and a number of platforms such as Google Website
Optimizer, have been developed to facilitate rigorous field experiments in the online environment. Just
as with the quality revolution in manufacturing during the 1980s and 1990s, the rapid rise of the "test
and learn" philosophy in marketing has created a huge demand for those who can design, field, and
analyze marketing experiments.
Through this course, you will learn and practice a wide range of critical skills, from the statistical
methods used to design and analyze experiments to the management and strategy required to
execute an experiment and act on the results. Although the cases and examples will focus on
marketing problems, the material covered can be applied in a number of other domains particularly
operations management and product design.

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351. (MKTG851) Special Topics: Digital Marketing and Electronic Commerce. (B) Prerequisite(s):
MKTG 101. Cannot take both MKTG 227 (0.5 cu version of the course) and MKTG 351 for credit
The effect of the Internet and related technologies on business and social institutions is more profound
than that of any prior invention, including the printing press and the internal combustion engine.
Furthermore, marketing plays a key role in shaping the modern consumption-led economies fueled by
these technologies. MKTG 351 provides a research-based and framework-driven approach to
understanding digital marketing and electronic commerce.
The course is organized around three sections and utilizes relevant theory, empirical analysis, and
practical examples to develop the key learning points. Part I presents will establish the behavioral
foundations for understanding electronic commerce and covers relevant phenomena and theory from
economics, marketing, and related fields. Part II examines ecommerce business models and
institutions including Internet retail, subscription commerce, curated commerce and so on. Part III
focuses on how digital marketing fosters ecommerce business growth. In particular, we survey,
critique, and evaluate common digital marketing methods and tactics.
399. (MKTG899) Independent Study. (C) Prerequisite(s): MKTG 212 and written permission of
instructor and the department undergraduate advisor. Content arranged by project supervisor, 1.0 c.u
476. (MKTG776, STAT476) Applied Probability Models for Marketing. (C) Fader.Prerequisite(s): A
high comfort level with basic integral calculus and recent exposure to a formal course in probability
and statistics such as STAT 430 is strongly recommended.
This course will expose students to the theoretical and empirical "building blocks" that will allow them
to construct, estimate, and interpret powerful models of consumer behavior. Over the years,
researchers and practitioners have used these models for a wide variety of applications, such as new
product sales, forecasting, analyses of media usage, and targeted marketing programs. Other
disciplines have seen equally broad utilization of these techniques. The course will be entirely lecturebased with a strong emphasis on real-time problem solving. Most sessions will feature sophisticated
numerical investigations using Microsoft Excel. Much of the material is highly technical.
611. Marketing Management. (A) Staff.Prerequisite(s): None.
This course addresses how to design and implement the best combination of marketing efforts to
carry out a firm's strategy in its target markets. Specifically, this course seeks to develop the student's
(1) understanding of how the firm can benefit by creating and delivering value to its customers, and
stakeholders, and (2) skills in applying the analytical concepts and tools of marketing to such
decisions as segmentation and targeting, branding, pricing, distribution, and promotion. The course
uses lectures and case discussions, case write-ups, student presentations, and a comprehensive final
examination to achieve these objectives.
612. Dynamic Marketing Strategy. (C) Meyer, Reibstein, Bradlow.Prerequisite(s): MKTG 611. One
half term. 0.5 cu
Building upon Marketing 611, the goal of this course is to develop skills in formulating and
implementing marketing strategies for brands and businesses. The course will focus on issues such as
the selection of which businesses and segments to compete in, how to allocate resources across
businesses, segments, and elements of the marketing mix, as well as other significant strategic issues
facing today's managers in a dynamic competitive environment.
A central theme of the course is that the answer to these strategic problems varies over time
depending on the stage of the product life cycle at which marketing decisions are being made. As
such, the PLC serves as the central organizing vehicle of the course. We will explore such issues as
how to design optimal strategies for the launch of new products and services that arise during the
introductory phase, how to maximize the acceleration of revenue during the growth phase, how to
sustain and extend profitability during the mature phase, and how to manage a business during the
inevitable decline phase.

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613. Strategic Marketing Simulation. (B) Meyer, Bradlow, Reibstein.Prerequisite(s): MKTG 611. 0.5
cu
Building upon Marketing 611, Marketing 613 is an intensive immersion course designed to develop
skills in formulating and implementing marketing strategies for brands and businesses. The central
activity will be participation in a realistic integrative product management simulation named SABRE. In
SABRE, students will form management teams that oversee all critical aspects of modern product
management: the design and marketing of new products, advertising budgeting and design, sales
force sizing and allocation, and production planning. As in the real world, teams will compete for
profitability, and the success that each team has in achieving this goal will be a major driver of the
class assessment.
The SABRE simulation is used to convey the two foci of learning in the course: the changing nature
of strategic problems and their optimal solutions as industries progress through the product life cycle,
and exposure to the latest analytic tools for solving these problems. Specifically, SABRE management
teams will receive training in both how to make optimal use of marketing research information to
reduce uncertainty in product design and positioning, as well as decision support models to guide
resource allocation.
711. (MKTG211) Consumer Behavior. (C) Reed, Kahn, Small, Mellers.Prerequisite(s): Completion of
MKTG 611 or 621. Format: Lectures and discussion, case analyses, presentations.(Former MKTG
773)
Marketing begins and ends with the customer, from determining customers' needs and wants to
providing customer satisfaction and maintaining customer relationships. This course examines the
basic concepts and principles in customer behavior with the goal of understanding how these ideas
can be used in marketing decision making. The class will consist of a mix of lectures, discussions,
cases, assignments, project work and exams. Topics covered include customer psychological
processes (e.g., motivation, perception, attitudes, decision-making) and their impact on marketing
(e.g., segmentation, branding, customer satisfaction). The goal is to provide you with a set of
approaches and concepts to consider when faced with a decision involving understanding customer
responses to marketing actions.
712. (MKTG212) Marketing Research. (C) Eliashberg, Yildirim, Shen, Iyengar.Prerequisite(s): MKTG
611 or 621; MKTG 612, 613 or 622 concurrently; STAT 613 or 621 strongly recommended. Format:
Lecture, discussion, and cases.(Former MKTG 756)
The objective of the course is to provide a rigorous experience in marketing research methods. The
course is aimed at the manager, who is the ultimate user of the research and is responsible for
determining the major scope and direction of research activities. Techniques of data collection,
evaluation of alternative sources of information, and methods of evaluating data and presenting the
results are covered. The course should help managers recognize the role of systematic information
gathering and analysis in making marketing decisions. The course also deals with how to define
information needs; the use of test marketing procedures; forms of analysis applicable to marketing
research information; and the role of models in decision making.
721. (MKTG221) New Product Management. (C) Prerequisite(s): MKTG 611 or MKTG 621. Format:
Lectures, cases, simulations, class discussions, and guest speakers. (Former MKTG 753)
This course provides a total immersion in the new product development process - from sourcing ideas
and innovation, through new product sales forecasting. The focus is on collective learning, what works,
what doesn't, and why. While the primary focus is the new product development process within a
corporate structure, some coverage is given to key issues surrounding start-ups.

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724. (MKTG224) Advertising Management. (C) Prerequisite(s): Completion of MKTG 611 or 621;
MKTG 612, 613 or 622 concurrently. Format: Class discussion, cases, and presentation centered
around the core subjects of the advertising development process. (Former MKTG 755)
The primary objective of this course is to provide the students with an opportunity to learn and apply
the core theories, strategies, principles and practices of effective advertising management. The course
utilizes theory, marketing and communications research, and significant management experience that
are relevant to the design, evaluation and management of advertising. The specific topics covered in
the course include consumer segmentation and target selection, consumer motivation and insight,
developing a powerful communications strategy and advertising idea, evaluating and optimizing
advertising execution, and developing a targeted and effective consumer connections and media plan.
725. (MKTG225) Principles of Retailing. (C) Prerequisite(s): MKTG 611 or 621 and MKTG 622, 613
or 622; or permission of instructor. Format: Lecture and discussion, case analyses, and guest
speakers. (Former MKTG 793)
This course provides an interdisciplinary overview of the retailing industry. Primary focus will be on the
customer facing activities of retailers, including assortment planning, private-label development and
the management of in-store operations, and the back-door activities (forecasting and supply chain
management) that support customer interaction. In addition, current issues facing retailers, such as
customer relationship management, industry consolidation and supplier relations, will be explored. The
course will also survey topics in finance, operations, information technology and real estate as they
relate to retail.
727. (MKTG227) Digital Marketing and Electronic Commerce. (C) Bell.Prerequisite(s): Completion
of MKTG 611 or 621 and MKTG 612, 613 or 622. 0.5 c.u. One-half term (Former MKTG 784) Students
may not take both MKTG 727 and the full semester version of this course, MKTG 730 for credit.
The effect of the Internet and related technologies on business and social institutions is more profound
than that of any prior invention, including the printing press and the internal combustion engine.
Furthermore, marketing plays a key role in shaping the modern consumption-led economies fueled by
these technologies. MKTG 727 provides a research-based and framework-driven approach to
understanding digital marketing and electronic commerce.
The course is organized around three sections and utilizes relevant theory, empirical analysis, and
practical examples to develop the key learning points. Part I presents will establish the behavioral
foundations for understanding electronic commerce and covers relevant phenomena and theory from
economics, marketing, and related fields. Part II examines ecommerce business models and
institutions including Internet retail, subscription commerce, curated commerce and so on. Part III
focuses on how digital marketing fosters ecommerce business growth. In particular, we survey,
critique, and evaluate common digital marketing methods and tactics.
Guests from the entrepreneur and investor communities participate, as appropriate (former and
illustrative speakers include Pooja Batra (Bollywood Actress), Joe Cohen (Lore.com), Mike Cohen
(Birchbox.com) and Rob Coneybeer (Shasta Ventures).

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731. (MKTG231) The Psychology of Consumer Financial Decisions. (C) Gal
Zauberman.Prerequisite(s): None. Experimental course.
Financial decision making is a significant aspect of consumers' decisions, providing great business
opportunities, and with mistakes, having significant individual and societal consequences. We have all
witnessed what amassing household debt, taking on a large mortgage without financial reserves, and
having insufficient savings for retirement can do to individuals, households, and communities. The
basic premise of this course is that better understanding of the psychology of consumer decision
making in the context of financial products and services can provide significant business opportunities,
and more importantly, provide better public policy that will increase consumer well-being.
Note that this course is rooted in the psychology of financial decisions and will not focus on financial
or economic models. This is a course about the psychology of individual consumers rather than
financial models of the firm. In this course the perspective of the individual is taken, rather than that of
the firm. The focus is on actual behavior rather than normative rational behavior. This course is
fundamentally about individual decision making in the context of the consumption of financial products
and services. As such, the course will cover some concepts and theories (risk aversion, loss aversion,
hyperbolic discounting, etc.) covered in other courses examining the behavioral aspects of consumers
and managers, such as Customer Behavior (MKTG 711) and Managerial Decision-Making (OPIM
690).
733. (MKTG233) The Social Impact of Marketing. (C) Deborah Small.Prerequisite(s): MKTG 611 or
621 or permission of instructor. Format: Lecture, class discussion, simulations, cases and guest
lecturers.
Private and public sector firms increasingly use marketing strategies to engage their customers and
stakeholders around social impact. To do so, managers need to understand how best to engage and
influence customers to behave in ways that have positive social effects. This course focuses on the
strategies for changing the behavior of a target segment of consumers on key issues in the public
interest (e.g., health behaviors, energy efficiency, poverty reduction, fund-raising for social causes).
How managers partner with organizations (e.g., non-profits, government) to achieve social impact will
also be explored.
754. (MKTG254) Pricing Policy. (C) Raju, Zhang.Prerequisite(s): Completion of MKTG 611 or 621;
MKTG 612, 613 or 622 concurrently; OPIM 612 and STAT 613 are recommended. Format: Lecture
and discussion
The course provides a systematic presentation of the factors to be considered when setting price, and
shows how pricing alternatives are developed. Analytical methods are developed and new approaches
are explored for solving pricing decisions.
760. (LGST205, LGST805, MKTG260) Law of Marketing and Antitrust. (M)
See Legal Studies, LGST 205/805.

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771. (MKTG271) Models for Marketing Strategy. (M) Eliashberg.Prerequisite(s): Completion of:
MKTG 611 or 621; MKTG 612, 613 or 622; basic calculus; exposure to basic statistical analysis, and
some tolerance for expressing critical ideas in simple math. Format: Evaluating marketing models;
practicing with computer-based models and software; discussing case studies that describe modeling
applications; group presentations of model-based marketing analysis and strategy.
In today's business environment, marketing executives are involved in complex decision-making and
they become responsible for return on their marketing investments. The first objective of this course is
to help participants become better executives. By exposing students to various analytical and
computer-based tools, developed for solving marketing problems, it will help to prepare them for
careers in industries such as consumer packaged goods, hi-tech, financial services, media and
entertainment, pharmaceutical, consulting, and venture capital. The course's main focus is on various
existing models, such as models that predict the consumer's dynamic adoption of an innovative
product. However, at some point in their career, students may find themselves facing business
problems for which a model can assist in making decisions, but no existing model is available. Hence,
the second objective of the course is to provide participants with critical skills necessary to evaluate
new models to which they may be exposed by attending presentations or reading the literature. The
models to be discussed in the class have been implemented and proven useful in a wide range of
industries (e.g., business-to-consumers and business-to-business).
The course is not only about models, however. It also covers modeling needs. Some industries such
as the media and entertainment or the pharmaceutical industries present unique problems and
modeling needs. The third objective of the course is to expose participants to the nature and essence
of such idiosyncratic problems as well as modeling needs in such industries. Overall, the course will
make participants understand better critical marketing problems by analyzing them rigorously and will
enhance their skills in either designing or evaluating models-based strategies.
775. Managing Customer Value. (A) Fader.Prerequisite(s): None. Format: Lecture and discussion
As the concept of CRM becomes common parlance for every marketing executive, it is useful to take a
step back to better understand the various different behaviors that underlie the development of
successful CRM systems. These "behaviors" include customer-level decisions, firm actions, and the
delicate but complex interplay between the two. Accordingly this course is comprised of four main
modules.
We start with the discussion of customer profitability - focusing on the concepts of "customer
lifetime value" and "customer equity". We will examine how to measure long-run customer profitability
in both business-to-customer and business-to-business environments, and the uses of these
measures as major components assessing overall firm valuation. Second, we move to the value that
the firm provides to its customers - better understanding the true nature of customer satisfaction and
its non-trivial relationship with firm profitability. Third, we examine each of the three main components
of the firm's management of its customer base: customer acquisition, development, and retention and the complex resource allocation task that must be balanced across them. Finally, we conclude
with a discussion of various tactical and organizational aspects of customer relationship management.
776. (MKTG476, STAT476) Applied Probability Models in Marketing. (B) Fader.Prerequisite(s):
Students must have a high comfort level with basic integral calculus, and recent exposure to a formal
course in probability and statistics is strongly recommended. Format: Lecture, real-time problem
solving
This course will expose students to the theoretical and empirical "building blocks" that will allow them
to develop and implement powerful models of customer behavior. Over the years, researchers and
practitioners have used these methods for a wide variety of applications, such as new product sales
forecasting, analyses of media usage, customer valuation, and targeted marketing programs. These
same techniques are also very useful for other types of business (and non-business) problems. The
course will be entirely lecture-based with a strong emphasis on real-time problem solving. Most
sessions will feature sophisticated numerical investigations using Microsoft Excel. Much of the
material is highly technical.

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777. (MKTG277) Marketing Strategy. (C) Prerequisite(s): Completion of MKTG 611 or 621 and
MKTG 612 or 613 or 622. Format varies by instructor. Typically: case, lecture, group projects and class
discussion. See syllabus.
This course views marketing as both a general management responsibility and an orientation of an
organization that helps one to create, capture and sustain customer value. The focus is on the
business unit and its network of channels, customer relationships, and alliances. Specifically, the
course attempts to help develop knowledge and skills in the application of advanced marketing
frameworks, concepts, and methods for making strategic choices at the business level.
778. (MKTG278) Strategic Brand Management. (C) Prerequisite(s): MKTG 611 or 621 and MKTG
612, 613 or 622. Format: Lectures, cases, discussions, exercises, and a group project
Which brands make you happy? Apple? Starbucks? The Daily Show? Google? What draws you into
these brands? How do companies create compelling brand experiences? How could you cultivate a
brand that makes consumers happy? well-loved brand? This course explores such questions with the
goal of identifying the ingredients for building an inspired brand, where brand is defined as "a
reputation" - departing from traditional perspectives of brand. The course is created for students
interested in building their own brands and/or immersing themselves in the enhancement of an
existing brand, and it is comprised of lectures, cases, guest speakers, discussions, in and out of class
exercises, all of which culminate in a brand audit group project that students will present in the final
class session. Broadly, the course will be divided into four parts: 1) Understanding Brand, 2) Crafting
Brand, 3) Measuring Brand, and 4) Managing Brand. The course will provide students with an
appreciation of the role of branding and (taking a consumer-centric approach) will augment students'
ability to think creatively and critically about the strategies and tactics involved in building, leveraging,
defending, and sustaining inspired brands.
792. (MKTG292) Creativity. (C) Wind, Schrift.Prerequisite(s): None. Format: Lecture, class
discussion, guest speakers. (Former MKTG 892)
The objective of this course is to enhance the students' creativity, ability to innovate, and ability to
identify, recruit, develop, manage, retain, and collaborate with creative people. The course includes: (1)
Interaction with creative guest lecturers from diverse fields; (2) A review of the literature on creativity,
creative people, innovation, and design as well as the leadership and management of creative people
and innovation; (3) Hands on learning of approaches for generating creative new products/services
and business ideas; and (4) Applications of creativity tools to selected management domains.
Approaches to the generation of creative options are not limited to the development of products and
services or businesses, but can be applied to all areas of management, business, and life. The
purpose of these sessions is to explore the applications of creative approaches to marketing,
advertising, cost reduction efforts, M&A and strategic alliances, organizational design, and
management challenges. Given the current global financial crisis and economic recession, much of
the applications are going to focus on what corporations (and public policy decision makers) should do
to creatively address their challenges.
(5) Integration - Both via individual assignments and a group project in which interdisciplinary teams
of students generate a creative project/ service/ business/ strategy.
806. (MKTG306) Special Topics: Retail Merchandising. (A) Prerequisite(s): MKTG 611 or 621; or
MKTG 725 or MKTG 793. 0.5 cu half credit course. Format: Lecture, discussion. (Former MKTG 896)
This course provides a detailed introduction to the role of merchandising at various retailers, including
apparel and other soft lines businesses, grocery stores, mass-merchandisers and "category killers".
Selected topics may include product development, line planning, sourcing, product life cycle,
forecasting, planning and allocation, pricing and markdowns, and vendor relations.

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809. (MKTG309) Special Topics: Experiments for Business Decision Making. (C) Prerequisite(s):
MKTG 611 or 621 required; STAT 431 or equivalent required; MKTG 712 or MKTG 756 recommended
but not required. (Former MKTG 669)
In the past decade, massive shifts in how companies interact with their customers have suddenly
made field experiments an economically feasible way to learn about a variety of business questions
such as what types of promotions are most effective, what products should be stocked at a store, how
e-mail promotions should be designed, how sales staff should be compensated, etc. Many marketers
engaged in online retailing, direct-marketing, online advertising, media management, etc. are rapidly
embracing a "test and learn" philosophy and a number of platforms such as Google Website
Optimizer, have been developed to facilitate rigorous field experiments in the online environment. Just
as with the quality revolution in manufacturing during the 1980s and 1990s, the rapid rise of the "test
and learn" philosophy in marketing has created a huge demand for those who can design, field, and
analyze marketing experiments.
Through this course, you will learn and practice a wide range of critical skills, from the statistical
methods used to design and analyze experiments to the management and strategy required to
execute an experiment and act on the results. Although the cases and examples will focus on
marketing problems, the material covered can be applied in a number of other domains particularly
operations management and product design.
851. (MKTG351) Special Topics: Digital Marketing and Electronic Commerce. (B) Prerequisite(s):
MKTG 611 or 621 and MKTG 612 or 613 or 622; or consent of instructor.
The effect of the Internet and related technologies on business and social institutions is more profound
than that of any prior invention, including the printing press and the internal combustion engine.
Furthermore, marketing plays a key role in shaping the modern consumption-led economies fueled by
these technologies. MKTG 851 provides a research-based and framework-driven approach to
understanding digital marketing and electronic commerce.
The course is organized around three sections and utilizes relevant theory, empirical analysis, and
practical examples to develop the key learning points. Part I presents will establish the behavioral
foundations for understanding electronic commerce and covers relevant phenomena and theory from
economics, marketing, and related fields. Part II examines ecommerce business models and
institutions including Internet retail, subscription commerce, curated commerce and so on. Part III
focuses on how digital marketing fosters ecommerce business growth. In particular, we survey,
critique, and evaluate common digital marketing methods and tactics.
SM 890. Advanced Study Project (ASP). (C) Prerequisite(s): For GCP Advanced Study Projects:
Acceptance to this course is by application only. Students must apply and be interviewed in
September for spring participation. Visit www.whartongcp.org. Individual group meetings with the
instructor.
The principal objectives of this course are to provide opportunities for undertaking an in-depth study of
a marketing problem and to develop the students' skills in evaluating research and designing
marketing strategies for a variety of management situations. Selected projects can touch on any
aspect of marketing as long as this entails the elements of problem structuring, data collection, data
analysis, and report preparation. The course entails a considerable amount of independent work.
(Strict library-type research is not appropriate) Class sessions are used to monitor progress on the
project and provide suggestions for the research design and data analysis. The last portion of the
course often includes an oral presentation by each group to the rest of the class and project sponsors.
Along with marketing, the projects integrate other elements of management such as finance,
production, research and development, and human resources.

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899. (MKTG399) Independent Study. (C) Prerequisite(s): MKTG 611 or 621; and MKTG 612, 613 or
622; and the written permission of instructor and the department MBA faculty advisor.
A student contemplating an independent study project must first find a faculty member who agrees to
supervise and approve the student's written proposal as an independent study (MKTG 899). If a
student wishes the proposed work to be used to meet the ASP requirement, he/she should then
submit the approved proposal to the MBA adviser who will determine if it is an appropriate substitute.
Such substitutions will only be approved prior to the beginning of the semester.
SM 940. Measurement and Data Analysis in Marketing - Part A. (B) PhD Course. (Formerly part of
MKTG 966)
In this course we consider models for binary, count, and continuous data including contingency table
models, logistic and probit regression, ANOVA, ANCOVA, conjoint analysis, and OLS. In addition we
cover multidimensional techniques such as MDS, cluster analysis, principal components analysis,
factor analysis, and discriminant analysis. We utilize the statistics package SPlus 2000, and also
BUGS for implementing many of the techniques described in a Bayesian manner.
SM 941. Measurement and Data Analysis in Marketing - Part B. (B) PhD Course. (Formerly part of
MKTG 966)
In this course we consider models for binary, count, and continuous data including contingency table
models, logistic and probit regression, ANOVA, ANCOVA, conjoint analysis, and OLS. In addition we
cover multidimensional techniques such as MDS, cluster analysis, principal components analysis,
factor analysis, and discriminant analysis. We utilize the statistics package SPlus 2000, and also
BUGS for implementing many of the techniques described in a Bayesian manner.
SM 942. Research Methods in Marketing - Part A. (A) PhD Course. (Formerly part of MKTG 967)
This course provides an introduction to the fundamental methodological issues that arise in
experimental and quasi-experimental research. Illustrative examples are drawn from the behavioral
sciences with a focus on the behavior of consumers and managers. Topics that are covered include:
the development of research ideas; data collection and reliable measurement procedures; threats to
validity; control procedures and experimental designs; and data analysis. Emphasis is placed on
attaining a working knowledge of the use of regression methods for non-experimental and quasiexperimental data and analysis of variance methods for experimental data. The primary deliverable for
this course is a meta-analysis of a research problem of the students choosing that investigates the
effects of research methods on empirical results.
SM 943. Research Methods in Marketing - Part B. (A) PhD Course. (Formerly part of MKTG 967)
This course provides an introduction to the fundamental methodological issues that arise in
experimental and quasi-experimental research. Illustrative examples are drawn from the behavioral
sciences with a focus on the behavior of consumers and managers. Topics that are covered include:
the development of research ideas; data collection and reliable measurement procedures; threats to
validity; control procedures and experimental designs; and data analysis. Emphasis is placed on
attaining a working knowledge of the use of regression methods for non-experimental and quasiexperimental data and analysis of variance methods for experimental data. The primary deliverable for
this course is a meta-analysis of a research problem of the students choosing that investigates the
effects of research methods on empirical results.

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SM 950. Judgment and Decision Making Perspectives on Consumer Behavior - Part A. (C) PhD
Course. Alternates with MKTG 951. Offered every other year. (Formerly part of MKTG 960)
The purpose of this course is to provide a solid foundation for critical thinking and research on the
judgment, decision-making and choice aspects of consumer behavior. There is a focus on how people
process information when making judgments and choices and how the processes of judgment and
choice might be improved. Topics of discussion include rationality, judgment under uncertainty,
judgment heuristics and biases, risk taking, dealing with conflicting values, framing effects, prospect
theory, inter-temporal choice, preference formation, and the psychology of utility. The focus will be on
the individual decision-maker, although the topics will also have some applicability to group and
organizational decision-making and behavioral research methodologies.
SM 952. Information Processing Perspectives on Consumer Behavior - Part A. (J) PhD Course.
Alternates with MKTG 953. Offered every other year. (Formerly part of MKTG 963)
The purpose of this seminar is to provide graduate students with a solid foundation for critical thinking
and research in psychology and marketing on information processing related topics. Topics of
discussion include consumer knowledge (learning, memory and categorization), attitude theory,
persuasion, affect and social influence. The course draws from the literature in marketing, psychology
and economics. The course will enable students to conceptualize, operationalize, and develop
research ideas. Therefore, the focus is on understanding 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.
SM 955. Economic/OR Models of Marketing - Part B. (K) PhD Course. Alternates with MKTG 954.
Offered every other year. (Formerly part of MKTG 961)
This doctoral seminar reviews analytical models relevant to improving various aspects of marketing
decisions such as new product launch, product line design, pricing strategy, advertising decisions,
sales force organization and compensation, distribution channel design and promotion decisions. The
primary focus will be on analytical models. The seminar will introduce the students to various types of
analytical models used in research in marketing, including game theory models for competitive
analysis, agency theory models for improving organization design and incentives within organizations,
and optimization methods to improve decision making and resource allocation. The course will enable
students to become familiar with applications of these techniques in the marketing literature and
prepare the students to apply these and other analytical approaches to research problems that are of
interest to the students.
SM 957. Empirical Models in Marketing - Part B. (K) PhD Course. Alternates with MKTG 956.
Offered every other year. (Formerly part of MTKG 964)
This course is designed to generate awareness and appreciation of the way several substantive topics
in marketing have been studied empirically using quantitative models. This seminar reviews empirical
models of marketing phenomena including consumer choice, adoption of new products, sales
response to marketing mix elements, and competitive interaction. Applies methods and concepts
developed in econometrics and statistics but focuses on substantive issues of model structure and
interpretation, rather than on estimation techniques. Ultimately, the goals are a) to prepare students to
read and understand the literature and b) to stimulate new research interests. By the end of the
course, students should be familiar with the key issues and approaches in empirical marketing
modeling.

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SM 968. Advanced Topics in Marketing Research. (C) PhD Course. Offered alternate weeks from
(MKTG 969) Advanced Topics in Consumer Behavior
This course is taught collectively by the faculty members from the Marketing Department. It is
designed to expose advanced Ph.D. students (2nd year and up) to the cutting-edge research in
marketing models in order to help them to define and advance their research interests (an equivalent
course is also offered on behavior research). This course will offer: in-depth discussions on some
important topics in marketing by experts in respective areas; tools, and methodologies required for
conducting research in those areas; broad exposure to our faculty members and their proven research
styles.
SM 969. Advanced Topics in Consumer Behavior. (C) PhD Course. Offered alternate weeks from
(MKTG 968) Advanced Topics in Marketing Research
The purpose of this course is to investigate advanced topics in consumer behavior. This class will be
organized in a way that allows you to 1) gain depth in important areas of consumer behavior research
identified by faculty; 2) gain exposure to various faculty in marketing and their research values and
styles; and 3) develop and advance your own research interests.
995. Dissertation. (C)
999. Supervised Independent Study. (C) Ph.D. course.
Requires written permission of instructor and the department graduate adviser.

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