MARKETING

(WH) {MKTG}
L/R 101. Introduction to Marketing. (C) Niedermeier.
The objective of this course is to introduce students to the concepts, analysis, and activities that comprise marketing
management, and to provide practice in assessing and solving marketing problems. The course is also a foundation for
other Wharton courses, and for advanced electives in Marketing. Topics include marketing management, pricing,
promotion, channels of distribution, salesforce management, and competitive analysis.

211. (MKTG773) Consumer Behavior. (C) Prerequisite(s): MKTG 101.

An examination of the factors (both internal and external) that influence people's behavior in a buying situation.
Course objectives are: (1) to provide conceptual understanding of consumer behavior, integrating theories from
psychology, sociology, and economics; (2) to provide experience in the application of buyer behavior concepts to
marketing management decisions; and (3) to introduce behavioral research approaches.

212. (MKTG756) Marketing Research. (C) Prerequisite(s): MKTG 101, STAT 101.
Appreciation of the role of marketing research in the formulation and solution of marketing problems and 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. New Product Management. (C) Prerequisite(s): MKTG 101. 0.5 c.u. One-half term.
Examination of the marketing aspects of products. A total immersion in the new product development process.
Focuses on decisions regarding product introduction, positioning, improvements, deletion, and the tools available for
making these decisions. May take this course or MKTG232, but not both.

222. (MKTG754) Pricing Policy. (C) Prerequisite(s): MKTG 101 and Sophomore standing. 0.5 c.u. One-half term.
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.

224. Advertising Management. (C) Prerequisite(s): MKTG 101 or permission of instructor. 0.5 c.u. One-half
term.
Examination of the practice of advertising. Focuses on decisions regarding advertising objectives, copy selection,
budget setting and media selection. May take this course or MKTG 235, but not both.

225. (MKTG793) Principles of Retailing. (C) Prerequisite(s): MKTG 101. 0.5 c.u. One-half term.
This course is an introduction to the management of retail operations. Topics covered include: retail strategy, store
location, product merchandising and display, vendor relations, and the marketing mix as it relates to retailers. The
emphasis is on developing a basic understanding of what makes a retailing establishment run and on learning to apply
this understanding.

228. (MKTG728) Contagious: How Products, Ideas, and Behaviors Catch On. (C) Berger. Prerequisite(s):
Marketing 101 and 211 are recommended, but not required.
Why do some products catch on and achieve huge popularity while others fail? Why do some behaviors spread like
wildfire while others languish? How do certain ideas seem to stick in memory while others disappear the minute you
hear them? More broadly, what factors lead to trends, social contagion, and social epidemics?
This course looks at these and other topics as it examines how products, ideas, and behaviors catch on and become
popular. Marketers want their product to be popular, organizations want their social change initiative to catch on and
entrepreneurs want their ideas to stick. This course will provide insight into the factors underlying these dynamics. To
study these issues, students will read and discuss academic research from Psychology, Sociology, Economics, and
Marketing (as well as other disciplines).
Along the way, the course will touch on four main aspects:(1) Characteristics of products, ideas, and behaviors
that lead them to be successful; (2) Intrapersonal processes, or aspects of individual psychology that influence what
things are successful; (3) Interpersonal processes, or how interactions between individuals drive success; (4) Social
networks, or how patterns of social ties influence success.
232. New Product Development. (C) Hutchinson. Prerequisite(s): MKTG 101.
The development of new products (goods or services) is an intensively cross-functional process. This course examines
that process from the marketing perspective and identifies the key points of contact with operations, finance,
organizational policy, and strategic planning. Although an overview of the entire process is provided in the course,
special emphasis is placed on the evaluation of concepts early in the process. Thus, this course is very much concerned
with ideas and how to select the best ideas and make them a reality.
The main objectives of the course are (1) to familiarize students with the strategies, frameworks, conceptual tools,
and types of marketing research that are considered best practices in the development of new products and (2) to give
students the opportunity to apply some of these ideas and methods in the evaluation of a specific product concept,
customizing the learning experience to their own needs and interests.

233. (MKTG733) The Social Impact of Marketing. (C) Wes Hutchinson. Prerequisite(s): MKTG101 or
permission of instructor. One half term - 0.5 c.u.
This course explores the ways in which the marketing actions of firms can have an impact on society (positive or
negative). Of particular interest are the actions that are central to the main products and services delivered by the firm
(e.g., the development of products and brands, pricing, advertising, and distribution). It adopts specific markets and
also assesses impact in the aggr egate marketing and social systems within which those transactions occur. For
example, many analyses examine how the actions for suppliers further back in the value chain contribute to social
impact and become part of branding strategies and consumer perceptions. This course contrasts with coures that focus
on strategies for the design and execution of marketing programs for social causes, non-profit and non-governmental
organizations or coporate social responsibility initiatives, although the material covered is foundational for such
programs.
The course is structured around four problem areas: impact on health and well-being (physical and mental), impact
on the environment, impact on culture (including innovation and creativity), and impact on poverty and economic
development. In each area, we will identify marketing-related causal factors and assess current knowledge and
controversies surrounding those factors. There is also a focus on current metrics for assessing social impact and how
specific marketing actions and companies considered in the entirety can be "scored" in terms of their impact on society.
Students will learn how to conduct analayses of net social impact. The course meets twice a week. Typically, one
session is lecture and/or a case, and one session is an in-class event (e.g., guest speaker, student presentations,
simulation game, etc.). The main deliverables for the course are two position papers and a final short essay evalauating
the social impact of companies or products in a specific industry.

235. Principles of Advertising. (C) Prerequisite(s): MKTG 101. May be substituted for MKTG 224 as part of
Major. Credit will not be given for both courses.
Marketing management's use of advertising as a promotional variable. The course will concentrate on concepts and
theories of advertising as they apply to the strategic decisions of an advertising or brand manager. Emphasis will be
placed on product positioning, the communication process, and the measurement and evaluation of advertising effects.

236. (LGST205, LGST805, MKTG760) Law of Marketing and Antitrust. (C) Prerequisite(s): MKTG 101.
Study of the antitrust laws and the law of intellectual property. Emphasis on the legality of various princing,
promotion, and distribution strategies. Current developments are emphasized.

SM 271. (MKTG771) Models for Marketing Strategy. (M) Prerequisite(s): MKTG 101, STAT 101.
The purpose of the course is to help participants become better managers by exposing them to various tools developed
for analyzing marketing decision problems, and by helping them understand different types of models that have been
used to support marketing decisions. The course provides participants with critical skills necessary for evaluating new
marketing models about which they may read in the literature and it thus enables them to read the relevant literature
more effectively. Participants will understand marketing problems more clearly by analyzing them quantitatively and
will become managers who are not likely to be taken advantage of by some quantitative consultants.

277. (MKTG777) Marketing Strategy. (C) Prerequisite(s): MKTG 101. Lectures, discussions, cases.
This course introduces the student to problems in high-level marketing decision making with several strategic
marketing planning frameworks frequently applied during the analysis of those problems. The course will focus on a
variety of management problems which include the following characteristics: (1) Several strategic business units are
involved in the decision. (2) Competitors' behaviors are formally taken into account. (3) Long-term marketing
advantages are sought. (4) Profit and other financial consequences are considered.

278. Strategic Brand Management. (C) Cassie Mogilner. 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 om 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: 10 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.

281. (MKTG781) Entrepreneurial Marketing. (M) Prerequisite(s): MKTG 101; MKTG 212 (can take
concurrently); students are discouraged from taking this course and MKTG 221 without the permission of the
marketing undergraduate faculty advisor. 0.5 c.u. One-half term.
This course focuses on the key marketing concepts and methods relevant for entrepreneurs. In particular, it covers the
marketing elements of new venture initiation (including a business plan), as well as marketing decisions for small and
growing organizations. Topics include product/service design, assessment of market potential, creation of successful
distribution relationships, and new product pricing. In contrast to the product development course, the emphasis here is
on a new startup business rather than a new offering from an existing business. Topics covered in this course also
include low-budget or no-budget market research, successful strategic alternatives for small business, alternatives to
high-cost advertising (e.g., direct marketing, alternative media, and personal selling) segmentation, and targeted
marketing. Students will prepare a marketing plan for an entrepreneurial organization of their choice, possibly for a
new venture they are considering.

282. (MKTG782) Multinational Marketing. (C) Prerequisite(s): MKTG 101. 0.5 c.u. One-half term.
Global marketing is an extremely demanding discipline but, from a career standpoint, one which is both challenging
and rewarding. Inherent to the success of any global marketing professional, yet many times overlooked and/or
underappreciated, is the critical nature of human understanding and relationships in business planning and execution.
This is especially relevant in today's business environment when you consider the dual multinational company
imperative of continued revenue and progfit growth in mature markets and successfully expanding into new growth and
emerging markets. This course assumes an understanding of marketing principles and some exposure to and
appreciation of the global environment. The objective of the course is to provide an undestanding of how the global
environment (particularly cultural diversity) affects the application of marketing principles and business practice on a
global basis and the compentencies necessary to be a successful global manager.

288. Pricing Strategies. (C) Prerequisite(s): MKTG 101.

This course is designed to equip you with the concepts, techniques, and latest thinking on pricing issues, with an
emphasis on ways in which you can 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. In the first part of the course you will learn how
to analyze costs, customers, and competitors in order to formulate proactive pricing strategies. In the second part of the
course you will learn about price promotions, price bundling, price discrimination, versioning, nonlinear pricing,
pricing through a distribution channel, dynamic pricing, etc.

392. (MKTG792) SPECIAL TOPICS: Visual Aesthetics and Style in Retail Merchandising. (C)
This course is a visual and practical approach of understanding global styles and it involves readings, active
participation in the creation of lifestyle boards, brand books, exercises to develop all the senses and the development of
a total lifestyle concept. Students will be exposed to the Through the Whitaker Lifestyle Segementation of the Global
Consumer system and will learn: you will learn: How to anticipate and predict consumers needs and their style
evolution; How to identify new retail opportunities; How to create innovative retail concepts and brands; How to
merchandise the appropriate products for a specific lifestyle; and How to develop your intuition and creative power. In
addition, students will critically evaluate this style segmentation system and compare it to other segmentation
approaches. This course is relevant for students interested in developing their intuition and creativity. The topics of
this course are a foundation for anyone working in any area of the retail industry: marketing, merchandising, visual
merchandising, store design, planning, advertising, etc.

394. Interactive Media Marketing. (C) Diamond. Prerequisite(s): MKTG 101 and MKTG 211. Students who have
not taken MKTG211 may waive this requirement with instructor's permission.
Few businesses experience as dramatic a paradigm shift as the one currently facing the media and entertainment
industries. As entertainment and techn ology converge in interative offerings, not only are media and entertainment
being redefined, but also the underpinnings and business models on which those industries are based.
This rapidly changing marketplace is also impacting those businesses traditionallly dependent upon media for
advertising and brand building. As the locus of control shifts from providers to consumers, it is imperative to
understand the marketing implications of this shift as well as its impact on other industries. Although media and
entertainment are not traditional consumer products, they nonetheless face the same marketing mix issues of product,
price, distribution, and promotion, and the need to understand the marketplace, their consumers, the decision making
process, and behavioral drivers. In the midst of change, these questions become more vexing and of paramount
importantce for business survival.
This course will examine the marketing implications of the media and entertainment industries evolution from its
original one-to-many model, to its present transition into a more customized, individualized approach. The course will
begin by looking at the industries overall and the forces creating change. The second section considers emerging
media, the future of the media and entertainment industries and consumer experience moving forward. This class is
unique in that the instructor specializes in entertainment and marketing research; the class will draw upon practical
experience and feature guest lectures from other industry experts. Because the industry changes are happening real
time, the class will focus heavily on current events rather than theory or academic research.

396. (MKTG896) Retail Merchandising. (M) Prerequisite(s): MKTG 101; MKTG 225. 0.5 c.u., One-half term.
This course provides a detailed introduction to the role of merchandising at various retailers, including apparel and
other softlines businesses, grocery stores, mass-merchandisers and "catagory killers". Selected topics may include
product development, line planning, sourcing, product lifecycle, forecasting, planning and allocation, pricing and
markdowns, and vendor relations.

399. Independent Study. 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 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.

SM 960. Judgment and Decision Making Perspectives on Consumer Behavior. (J) PhD Course.
Alternates with MKTG963. Offered every other year.
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
judgements and choices and how the processes of judgement 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 untility.
The focuse 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 961. Economic/OR Models of Marketing. (K) PhD Course. Alternates with MKTG964. Offered every other
year.
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 963. Information Processing Perspectives on Consumer Behavior. (K) PhD Course. Alternates with
MKTG960. Offered every other year.
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 964. Empirical Models in Marketing. (J) PhD Course. Alternates with MKTG961. Offered every other year.
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.

966. Measurement and Data Analysis in Marketing. (A) PhD Course.

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 967. Research Methods in Marketing. (A) PhD Course.

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 quasi-
experimental 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.

968. Advanced Topics in Marketing Research. (C) Ph.D.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.

969. Advanced Topics in Consumer Behavior. (C) Staff. PhD Course. Offered alternate weeks from
(MKTG968) 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) develope and advance your own
research interests.

SM 970. Seminar in Marketing Strategy. (C) Intended for 2nd year PhD students and above.
This PhD seminar is designed to help students understand the roles of marketing within the organization, its business
strategy, and its success. It exposes students to the main issues in marketing strategy and marketing strategy research,
and helps them critically evaluate both fundamental ideas and more recent developments.
The course follows a weekly seminar discussion format requiring each participant to be actively involved in each
session. Participants will be assigned readings to present or critique, but all participants will be expected to have read
every paper. Students will be assessed based on class contributions, short response papers, and a term paper. The term
paper will address an important issue in marketing strategy. It will comprise a research question that is grounded in the
relevant literature, a motivation for studying the question , and a proposal for researching it. The proposed research
could take the form of an analystical model with a well-specified structure or an empirical study involving an
experiment, quasi-experiment, survey, analysis of secondary data, or meta-analysis. The paper will be due on the last
day of the exam period. During the last class, each student will make a presentation of their proposed study and share
what they have learned so far with the class.

995. Dissertation. (C)

999. Supervised Independent Study. (C) Staff. Ph.D course.
Requires written permission of instructor and the department graduate adviser.