Marketing

This course is designed for first- and second-year Marketing majors, aiming to equip students with the essential skills and knowledge to effectively plan, organize, and execute a successful internship and job search. Through a mixture of asynchronous content and in-person class sessions, students will explore personal and professional development in the marketing field, learn to navigate the job market, and build the foundation for a fulfilling career.

A study of markets, institutions, and the environment in which business firms operate with attention to the effect these facets, forces, and issues have on the firm's overall marketing strategy.

An investigation of the decision-making process of consumer and organizational buyers. The course considers the social, cultural, psychological, and economic dimensions of behavior as they apply to the acquisition of goods and services.

Required for all marketing majors. A study of the application of scientific method to the definition and solution of marketing problems with attention to research design, sampling theory, methods of data collection and the use of statistical techniques in the data analysis.

Marketing is an increasingly analytical profession driven by the availability of data and analytical techniques to improve decision making. This undergraduate course will introduce decision models that rely on financial data, other marketing metrics including web based key performance indicators, as well as statistical analyses. This course seeks to integrate the various analytical techniques taught in the business school within a marketing context. This course is appropriate for individuals considering careers in brand management, product management, retail management, marketing research, or consulting.

A significant and growing trend in the marketing profession is the use of mathematical and statistical models to inform managerial decision making. In this class, students will learn to use Microsoft Excel, STATA and Calculus to model real-world marketing problems.

This section is an honors section and satisfies requirements in the Business Scholars program. A significant and growing trend in the marketing profession is the use of mathematical and statistical models to inform managerial decision making. In this class, students will learn to use Microsoft Excel, STATA and Calculus to model real-world marketing problems.

For many consumers, contemporary platforms such as smartphones and tablets have become the go-to platforms for online browsing and shopping. This digital revolution has prompted marketers to rethink their digital strategies and leverage data to optimally "engage" their audiences on these contemporary platforms. This course will sample some topical engagement-related problems that marketers are facing on digital platforms and equip students with tangible skillsets that can help solve those problems. The course will also help students develop general expertise in leveraging data to identify quantitative solutions to digital marketing problems. Here are the specific course objectives: 1. Students will analyze digital marketing problems and structure them for quantitative analysis. 2. Students will use spreadsheets and STATA (a statistical software) to model and solve stylized problems in digital marketing. 3. Students will translate results into tactical and strategic marketing plans. 4. Students will present the results of their analyses and recommendations in a professional manner.

There are billions of fans of sports worldwide and the challenge for the increasingly competitive industry is to grow business. Thus the sports marketing industry is growing and those who practice sports marketing have become instrumental to the industry and their firms. Consequently, the current demand for employees that are both highly knowledgeable about sports and extremely prepared for an ever-challenging industry is high. Accordingly, the goals of this class are twofold. First, this course fulfills a need to address business and marketing issues pertinent to sports as observed by practitioners and scholars. Secondly, this course will actively involve and engage students in the process of presenting and addressing current information and challenges in the sports marketing business. Critical thinking exercises and current cases will be required in this course. These pedagogical methods will enable students to apply previously learned marketing knowledge and key concepts to business up to date situations faced by actual sports brands and executives. Sports are a global phenomenon that crosses all societal barriers. It is a very serious, growing, and challenging business. The demand for competent students entering into the field of sports marketing is very high but the delivery of graduates who are truly trained and prepared for successful careers in sports marketing is low. This course will assist in addressing that gap for those students interesting in the world of sports marketing.

"Rapid technological development and the increasing transparency of information have changed the way marketers interact with current and potential customers. The rise of the 'Internet Generation' and the increasing popularity of social platforms such as Facebook, LinkedIn, Google+, YouTube, Foursquare, and Twitter, as well as the proliferation of customer and company blogs have forced companies to develop fundamentally new strategies and tactics for monitoring and reaching customers. In this class, we will look at what companies around the world are doing to leverage social media as a critically important marketing tool. The course will focus on the seller side of social media and depend heavily on outside experts and case examples. We will examine the dynamic strategies and tactics that leading companies are using to supplement their traditional marketing with a wide variety of social media platforms, blogs, dashboards, and the like. We will see how companies enhance their marketing by using social media to more closely monitor customers and competitors, to improve lead generation, to build more credible reference stories and contacts, to conduct low cost and quick customer surveys, to clarify market misperceptions, to guide market solution development and refinement, and many other uses."

Marketing's timeless responsibilities are being augmented by new imperatives, as strong market forces and enhanced customer expectations are requiring firms and institutions to reimagine and transform their customer engagement strategies in entirely new ways. How each of us live, work, interact and buy continue to fundamentally change. Digital Marketing is an essential and powerful component of modern marketing, and a driving force for how firms establish and strengthen customer relationships. This course will introduce Digital Marketing frameworks that enable firms to deeply understand and engage with each of their customers and prospects across their buyer's journey. In this class, we will review and apply digital marketing strategies to build social media eminence, effectively engage customers and prospects, and successfully promote brands, products and services with data driven tools and techniques. Frameworks that enable firms to deploy a digital-first integrated marketing strategy with a measurement system to sense and respond to in-market performance indicators will be examined.

The course teaches (1) business “strategies” and (2) artificial intelligence (“AI”)-integrated techniques in advertising. It focuses on developing and deploying the central document of advertising – the “creative brief.” Students will explore advertising’s intersections with innovation, AI, the digital economy, and emerging trends. This course follows a six-step advertising framework (“RESETS”) and emphasizes practical applications, analyzing ad challenges through real-world examples. Throughout the semester, students will learn and practice: (1) How to develop research-based, strategic and actionable advertising creative briefs. (2) How to produce, test, and optimize online campaigns with AI tools, data, and regulatory considerations. (3) How to manage and guide advertising partners (e.g., agencies and engineers) who work for your innovation or new product. Students will be evaluated based on participation and presentations, short exercises, creative brief analysis, and a capstone project (including launching a small-scale social media campaign for a real product).

Business to business (B2B) markets are large, playing a pivotal role in generating well over half of total global economic activity. B2B markets are wide-ranging, including business, institutional, and government customers. While traditional Marketing texts concentrate on consumer markets, most marketers actually work for companies selling primarily into B2B markets. B2B marketers also face unique challenges because of the differences in customers' buying criteria, purchasing processes, and the impact of B2B marketing choices on business strategy. This course focuses on theoretical frameworks, tools and techniques, as well as strategic and tactical options for successfully marketing products and services to organizational buyers rather than individual consumers or households. The topics discussed in this course include organizational buyer behavior, managing distribution channels, negotiations, salesforce management, and integrated marketing communications for B2B audiences. The course format includes lectures, case analyses, simulations, and classroom discussions.

A study of the role of the salesperson and the function of sales management in creating close and productive buyer-seller relationships in the business-to-business domain. Emphases in the course are placed on trends affecting the sales person's role, the effects of the internal and external environment on the selling function, and the value of the salesperson to the firm and society.

The course introduces students to the fundamentals of retail management, including retail decision making, procurement and merchandise planning, and financial planning. The class may also address customer service, store layout, and promotional strategies. Students may analyze case studies or design their own pricing strategy.

The development and implementation of marketing programs, including determining the marketing mission within the context of environmental factors and organizational resources. Working in teams, students develop comprehensive business plans and compete in a computer-based market simulation.

This course will teach you how marketing managers make decisions about pricing and distribution, using data. We begin with understanding pricing and promoting to an individual customer, and use this foundation as we move to more aggregate decisions, such as setting regular and promoted prices at the product level and managing category pricing. A key part of the class is understanding the limitations of different types of data and how better planning can both simplify the analysis and increase your confidence in the findings. This class is designed to be very practical and hands-on. A working knowledge of statistics (e.g., t-test and regression analysis) is required and you will learn R for the analysis.

A brand is often the most valuable asset of a firm. In this class, students will examine the creation and building of brand equity to create long-term profit for the firm. The class will examine what we know about brand management and brand theory from years of rigorous scientific research in the area. While learning the foundations of brand management, students will develop the skills needed to create a meaningful brand, position a brand, develop brand assets like names and logos, promote a brand, leverage brand equity, extend a brand, and communicate brand meaning via traditional and digital media.

The overarching principles of this course are: 1) estimating customer lifetime value (CLV) and managing customers based on their CLV, 2) deciding which customers to acquire and how to acquire them, 3) clarifying the importance of customer retention and developing ideas to increase retention, 4) expanding existing customer relationships and increasing share of wallet through cross-selling and up-selling, and 5) linking CLV to organizational-level concepts such as firm valuation. The course requirements and format include lectures, case analyses, simulations, student-led discussions, and short papers.

Applied Digital Marketing will provide an experiential learning opportunity for students to elevate the brand equity and enrollment profile of the University of Notre Dame's Mendoza College of Business by blending the theory of digital marketing with the practical demands of managing highly-targeted, data- driven digital marketing campaigns. Students will spearhead the design, build, and execution phases of a digital marketing campaign for COB (or appropriate client), focused on a particular channel (Facebook, Twitter, LinkedIn, etc.), program (Graduate Business, Executive Ed, Non-Profit Admin, etc.), or target audience. Course objectives include developing a deep understanding and application of the art and science of a digital-first demand management system.

Marketing's timeless responsibilities are being augmented by new imperatives, as strong market forces and enhanced customer expectations are requiring firms and institutions to reimagine and transform their customer engagement strategies in entirely new ways. How each of us live, work, interact and buy continue to fundamentally change. Digital Marketing is an essential and powerful component of modern marketing, and a driving force for how firms establish and strengthen customer relationships. This course will analyze and evaluate Digital Marketing frameworks that enable firms to deeply understand and engage with each of their customers and prospects across their buyer's journey. In this class, we will review and apply digital marketing strategies to build social media eminence, effectively engage customers and prospects, and successfully promote brands, products and services with data driven tools and techniques. We will design a digital-first integrated marketing strategy with a measurement system to sense and respond to in-market performance indicators to improve business performance.

Lab to supplement MARK40500

This course is a discussion-based seminar investigating a series of “economic sins.” That is, we will explore differing perspectives on a series of controversies in economics and business, such as just or fair wages, collective action problems, exploitation, asymmetry in knowledge and leverage, inequality, sweatshops, sustainability, and cronyism. How does business in a market economy give rise to such problems? How does it, or can it, address them? What is the proper role of government with respect to such issues? Readings will draw from classical and contemporary sources in economics, philosophy, theology, political science, and business ethics, and will represent a range of perspectives. This course is part of the Business and the Common Good minor.

Introduces students to some important activities and perspectives that can enhance innovativeness and improve the ability to influence and forecast the adoption and diffusion of innovations. These include: the application of techniques for understanding user needs; the use of creative problem solving techniques in idea generation; the application of scenario analysis; and the selection of appropriate organizational and marketing strategies and tactics in overcoming resistance to innovation.

A study of markets, institutions and the environment in which business firms operate with attention to the effect these facets, forces and issues have on the firm's overall marketing strategy. Open to students in the Digital Marketing Minos.

An investigation of the decision-making process of consumer and organizational buyers. The course considers the social, cultural, psychological, and economic dimensions of behavior as they apply to the acquisition of goods and services.

A study of the application of scientific method to the definition and solution of marketing problems with attention to research design, sampling theory, methods of data collection and the use of statistical techniques in the data analysis.

Marketing is an increasingly analytical profession driven by the availability of data and analytical techniques to improve decision making. This undergraduate course will introduce decision models that rely on financial data, other marketing metrics including web based key performance indicators, as well as statistical analyses. This course seeks to integrate the various analytical techniques taught in the business school within a marketing context. This course is appropriate for individuals considering careers in brand management, product management, retail management, marketing research, or consulting.

For many consumers, contemporary platforms such as smartphones and tablets have become the go-to platforms for online browsing and shopping. This digital revolution has prompted marketers to rethink their digital strategies and leverage data to optimally "engage" their audiences on these contemporary platforms. This course will sample some topical engagement-related problems that marketers are facing on digital platforms and equip students with tangible skillsets that can help solve those problems. The course will also help students develop general expertise in leveraging data to identify quantitative solutions to digital marketing problems. Here are the specific course objectives: 1. Students will analyze digital marketing problems and structure them for quantitative analysis. 2. Students will use spreadsheets and STATA (a statistical software) to model and solve stylized problems in digital marketing. 3. Students will translate results into tactical and strategic marketing plans. 4. Students will present the results of their analyses and recommendations in a professional manner.

Rapid technological development and the increasing transparency of information have changed the way marketers interact with current and potential customers. The rise of the 'Internet Generation' and the increasing popularity of social platforms such as Facebook, LinkedIn, Google+, YouTube, Foursquare, and Twitter, as well as the proliferation of customer and company blogs have forced companies to develop fundamentally new strategies and tactics for monitoring and reaching customers. In this class, we will look at what companies around the world are doing to leverage social media as a critically important marketing tool. The course will focus on the seller side of social media and depend heavily on outside experts and case examples. We will examine the dynamic strategies and tactics that leading companies are using to supplement their traditional marketing with a wide variety of social media platforms, blogs, dashboards, and the like. We will see how companies enhance their marketing by using social media to more closely monitor customers and competitors, to improve lead generation, to build more credible reference stories and contacts, to conduct low cost and quick customer surveys, to clarify market mis-perceptions, to guide market solution development and refinement, and many other uses.

Marketing's timeless responsibilities are being augmented by new imperatives, as strong market forces and enhanced customer expectations are requiring firms and institutions to reimagine and transform their customer engagement strategies in entirely new ways. How each of us live, work, interact and buy continue to fundamentally change. Digital Marketing is an essential and powerful component of modern marketing, and a driving force for how firms establish and strengthen customer relationships. This course will introduce Digital Marketing frameworks that enable firms to deeply understand and engage with each of their customers and prospects across their buyer's journey. In this class, we will review and apply digital marketing strategies to build social media eminence, effectively engage customers and prospects, and successfully promote brands, products and services with data driven tools and techniques. Frameworks that enable firms to deploy a digital-first integrated marketing strategy with a measurement system to sense and respond to in-market performance indicators will be examined.

This course will teach you how marketing managers make decisions about pricing and distribution, using data. We begin with understanding pricing and promoting to an individual customer, and use this foundation as we move to more aggregate decisions, such as setting regular and promoted prices at the product level and managing category pricing. A key part of the class is understanding the limitations of different types of data and how better planning can both simplify the analysis and increase your confidence in the findings. This class is designed to be very practical and hands-on. A working knowledge of statistics (e.g., t-test and regression analysis) is required and you will learn R for the analysis.

The overarching principles of this course are: 1) estimating customer lifetime value (CLV) and managing customers based on their CLV, 2) deciding which customers to acquire and how to acquire them, 3) clarifying the importance of customer retention and developing ideas to increase retention, 4) expanding existing customer relationships and increasing share of wallet through cross-selling and up-selling, and 5) linking CLV to organizational-level concepts such as firm valuation. The course requirements and format include lectures, case analyses, simulations, student-led discussions, and short papers.

Applied Digital Marketing will provide an experiential learning opportunity for students to elevate the brand equity and enrollment profile of the University of Notre Dame's Mendoza College of Business by blending the theory of digital marketing with the practical demands of managing highly-targeted, data- driven digital marketing campaigns. Students will spearhead the design, build, and execution phases of a digital marketing campaign for COB (or appropriate client), focused on a particular channel (Facebook, Twitter, LinkedIn, etc.), program (Graduate Business, Executive Ed, Non-Profit Admin, etc.), or target audience. Course objectives include developing a deep understanding and application of the art and science of a digital-first demand management system.