MBA Consumer
Marketing and Brand Management (MKTG 512)
Overview: Consumer Marketing and
Brand
Management is an advanced MBA elective that addresses important
branding decisions faced by an organization. Its basic objectives
are: 1) to provide
students with a complete understanding of the consumer and of how
consumers develop brand attitudes and behaviors; 2) to increase
understanding of the important issues in planning and evaluating
brand strategies; and 3) to provide a forum for students to apply
branding strategies in a variety of domains. Particular emphasis
is placed in the course on understanding psychological principles
at the consumer or customer level that will improve managerial
decision-making with respect to brands.
Executive Programs
Overview:
Professor Forehand teaches advanced positioning strategy and brand
management in various executive education programs including: The
Management Program, The Global Management Program, and The Program
for Senior Personnel in Technology Management.
Special Topics
and Issues in Marketing (MKTG 490): Consumer Marketing and Brand
Management
Overview: Marketing 490 is an advanced elective that
builds upon the lessons in Marketing 301 (Principles of
Marketing), Marketing 450 (Consumer Behavior), and Marketing 460
(Market Research). Its basic objectives are: 1)
to provide students with a complete understanding of the
consumer and of how consumers develop brand attitudes and
behaviors; 2) to increase understanding of the important issues
in planning and evaluating brand strategies; and 3) to provide a
forum for students to apply branding strategies in a variety of
domains. Particular emphasis is placed in the course on
understanding psychological principles at the consumer or
customer level that will improve managerial decision-making with
respect to brands.
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Marketing High-Tech Products and Services (MKTG 505)
Overview: Professors Forehand and Turner have joined
together to develop this core course for the Technology
Management MBA Program.
The course takes a decision-focused, analytical approach to the
study of marketing problems.
Key lessons include both a general structure for analyzing
and addressing marketing problems as well as specific conceptual
and quantitative tools to assist in marketing decision-making.
Throughout the course students use theories of firm and
consumer behavior, marketing models, and technological tools to
make decisions that affect customers and, consequently, the long
run health of the organization.
Extensive use of cases and examples present students
with a challenging environment in which to apply your
decision-making skills.
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Course Syllabus |
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