1. Marketing at the Smith School
Smith is one of 13 business schools receiving “…high marks from graduates for exceptional marketing coursework as part of an M.B.A….”
BusinessWeek Online’s MBA Insider

2. Our Marketing Program
Offers you the highest quality, most up-to-date basic marketing education
Specializes in industries where you will find career growth
Service
High technology
Trains you to analyze and use data in making managerial decisions

3. Your Job Prospects as a Marketing MBA
Career Choice by Industry
Percent of Class of 2004
Service
64%
Consumer Products
36%

4. Placement 2004: Company examples
Service/Technology Companies
AOL
Bank of America
MBNA
Choice Hotels
T. Rowe Price
Motley Fool
Manufacturing companies
Black & Decker
PepsiCo
Phillips
General Electric

5. Placement 2004: Job Titles Service firms Manufacturing firms Manager
Product manager
Marketing manager
Manager of partner services
Marketing research product manager
Analyst
Marketing analyst
Key account analyst
Senior inventory management analysis
Director of enterprise sales
Manufacturing firms
Sales representative
Manager
Assistant brand manager
Account manager
Assistant product manager
Purchasing manager, supply chain
Marketing retention manager
Analysis
Key account analyst

6. Marketing Concentration
Your Program of Study

7. Start with the Basics… + Marketing Marketing Research Strategy
(BUMK 757)
Marketing
Research
(BUMK 701) OR +
AND
Customer
Analysis
(BUMK 754)
Marketing
Analysis
(BUMK 706)

8. Marketing Research vs. Marketing Analysis
Ratchford
Marketing Research
Types of research
The research process
How to design a survey and collect data
How to analyze data
How to use results in making managerial decisions
“Hands on” experience collecting survey data
Marketing Analysis
Application of analytical tools in managerial decision-making
Specific applications:
Market segmentation
Sales forecasting
Managing the sales force
How to price products
New product design
Sales force management
Srivastava
Ashley

9. Marketing Strategy: How to compete in the market
Biehal
Develop and apply a strategic marketing plan (growth, segmentation, brand, positioning)
Analyze markets
Assessing competitive advantage
Market forecasting
Financial implications of marketing decisions
Learn how strategy relates to tactics
Make strategic decisions using MARKSTRAT simulation

10. Customer Analysis – How customers make decisions
Study customer decision-making process
Learn how to
Influence customer buying decisions
Differentiate and position your brand
Conduct interview-based customer research
Make decisions based on decision-making model and customer research results
Hamilton

11. Then specialize… Service Marketing OR Consumer Product Marketing
Marketing of High Technology Products

12. Service Marketing – Creating the customer experience
What is service marketing?
Why it’s important
What makes it unique -- the 7Ps
The role of technology
CRM systems and Customer Lifetime Value
Monitoring quality
The importance of service quality and customer satisfaction
How to segment by customer loyalty and profitability
Service management tools
Yield management
Service process design
“House of Quality”
Service research techniques
Satisfaction and quality surveys
“Voice of the Customer”
Wagner

13. Consumer Product Marketing -- Managing brands and communicating with customers
Sales promotion
Advertising
Public relations and sponsorships
Brand management
Product line management
Brand management simulation
Whitney

14. Marketing High Tech Products – Crossing the chasm
Marketing strategy for technology
vs. non-technology products
Continuous vs. discontinuous innovation
Managing diffusion of high technology products
Competition in the technology arena
Intellectual property
Frels

15. Other electives… Customer relationship management
Business-to-business marketing
New product marketing
International marketing

16. Customer Relationship Management – Customer loyalty and profitability
How does CRM work?
Customer equity
What it is
How to calculate
Customer databases
Marketing channels
Customer lifetime value
Kannan

17. Business-to-Business Marketing – Focus on enterprise customers
What makes enterprise customers unique
Channel structure
Market entry strategy
Segmentation decisions
Managing key accounts
Relationship marketing
Relationship strategy
Investment economics
Technology in the supply chain
Reverse auctions
e-Markets
Krapfel

18. New Product Marketing – Innovating to drive profit
New product strategy
Identifying opportunities
Timing new product introduction
Tools
Concept testing
Conjoint analysis
How to launch a new product
Test marketing
High technology products
Jain

19. International Marketing – Should strategy be global or local?
The global economic and political environment – country focus
Cultural challenges in international markets
Strategic analysis of global markets
Market entry alternatives
Global branding and advertising
Skuba

20. Your program of study… Build a core of marketing courses
Marketing Research or Marketing Analysis
Customer Analysis
Marketing Strategy
Choose an area of specialization
Service Marketing
Consumer Product Marketing
Marketing High Technology Products
Enhance your program with
Customer Relationship Management
Business-to-Business Marketing
New Product Marketing
International Marketing

21. Associate Chair of Marketing
Questions?
Janet Wagner
Associate Chair of Marketing