Marketing Department Curriculum

November , 2017
 Objective

• Organize our course offering by tracks in a way

that is easily comprehensible to students
• Identify any major gaps or duplications
• Define logical course groupings/ sequences for
students pursuing specific interests
• Define ways to improve our curriculum going
forward
Proposed Marketing department track offering

Strategy/ Marketing
Branding
consulting Strategy

Innovation & Insight and

Growth analytics
 Marketing department – tracks already defined

• Managing Brands, Identity & Experience 1

• Branding through Social Media
• Advertising and Branding

Branding •
•
•
Immersion Seminar: Branding in the Arts
NYC Immersion Seminar: Luxury Brands
The Design & Marketing of Luxury Brands
• The Luxury Approach
• Branding, Innovation, and Technology 2

• Marketing for Organic Revenue Growth

• High Tech Entrepreneurship
• New Product Development
• Research to Revenue

Innovation • Systematic Creativity in Business

• Immersion Seminar: Internet Innovation
• Business Marketing & Innovation: Start-up Strategies for Large Companies

& Growth
• Entrepreneurship in Incumbent Media Companies*
• An Introduction to User Experience*
• Catching the Growth Waves in Emerging Markets
• GIP: Doing Business in Myanmar
• GIP: Doing Business in North Africa
• GIP: The Business Environment in Vietnam

• Behavioral Economics & Decision Making

Insight & •
•
•
The Psychology and Economics of Consumer Finance 
Becoming Better Choice Architects
Strategic Consumer Insights

analytics •
•
•
Marketing Research and Analytics
Developing QI: Responsive Decision Making Through Quantitative Intuition
Qualitative Marketing Research and Strategic Planning

*also in strategy&consulting
 Courses offered (outside the three prior tracks)
Topics Courses offered Instructor
Strategy/ Integrated Marketing Strategy Sherman
consulting Defining and Developing Winning Strategic Capabilities Martinez
Driving Strategic Impact: Mastering the Skills of Strategy Consulting Viola/Wadwa
Strategy in Media Marketing and Entrepreneurship Devajaran
media & Entrepreneurship in Incumbent Media Companies Price
other Data Driven Dollars Ariav
industries Internet wars Grusd
Retailing leadership Cohen
The Business of Sports Broadie
Marketing Developing and Executing the Market Strategy Noel
strategy Marketing Plans Workshop Sexton
Brand Management in the 21st Century Hafen
Pharmaceutical Marketing Jamil/Zak
Marketing of Financial Services Seshadri
Marketing the Arts, Culture & Entertainment Millan
Entertainment Marketing & the Crafting of Celebrities Businesses Moses
Pricing/ Pricing Strategies Asim
Selling Sales Management Krawitz
Entrepreneurial Selling Krawitz/Baron
Managing Strategic Customers Noel
Media Digital Marketing Jerath
platforms Digital Marketing: Strategy & Tactics Kagan
Media Platforms and Content: A Foundations Course Sarvary
An introduction to user experience Canneti
 Track structuring criteria
• Alignment with students career interests

• Group in two tracks:

– Strategy consulting and/or industry strategy in
media related industries
– Marketing strategy and execution across industries
and media platforms
 Proposed new tracks
• Integrated Marketing Strategy
• Defining and Developing Winning Strategic Capabilities
Strategy/ • Driving Strategic Impact: Mastering the Skills of Strategy
Consulting

consultin • Media Marketing and Entrepreneurship

• Entrepreneurship in Incumbent Media Companies
• Data Driven Dollars

g • Internet wars
• Retailing leadership
• The Business of Sports

• Developing and Executing the Market Strategy

• Marketing Plans Workshop
• Brand Management in the 21st Century

Marketin
• Pharmaceutical Marketing
• Marketing of Financial Services
• Marketing the Arts, Culture & Entertainment
• Entertainment Marketing & the Crafting of Celebrities Businesses

g •
•
•
Pricing Strategies
Sales Management
Entrepreneurial Selling

Strategy •
•
•
Managing Strategic Customers
Digital Marketing
Digital Marketing: Strategy & Tactics
• Media Platforms and Content: A Foundations Course
• An introduction to user experience
Proposed Marketing department track offering
Connections and interactions

Strategy/ Marketing
Branding
consulting Strategy

Innovation & Insight and

Growth analytics
 Going forward
• Present tracks in a way that is clear and
attractive to students
• Be able to improve/adapt course offering as
required
• Close already identified course offering gaps
– Quantitative analytics courses
– Sales/ channel strategy courses
– Retailing/ omni channel courses