The Undergraduate Marketing Program

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Wharton Marketing DepartmentMBA Orientation for
Spring 2008
Monday November 5, 2007 430 600 pm Jon M.
Huntsman Hall Room JMHH 270
Marketing Department
Presented by Eric Bradlow and Jagmohan
Raju Professors of Marketing
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1. The Marketing Major
Core Courses MKTG 621, 622, 756
Illustrative Course Sequences
Marketing Course Structure

• Tools
• Applications and Management

• Consulting
• Product Manager/Retail
• High-Tech Marketing Manager

2. Dual Major in Marketing and Operations
Management
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Marketing Department Faculty
Standing Faculty J. Scott Armstrong, Professor
of Marketing Jonah Berger, Assistant Professor
of Marketing David R. Bell, Associate Professor
of Marketing Lisa E. Bolton, Assistant Professor
of Marketing Eric Bradlow, K.P. Chao Professor,
Professor of Marketing and Statistics George S.
Day, Geoffrey T. Boisi Professor, Professor of
Marketing, Co-Director Mack Center Xavier Drèze,
Assistant Professor of Marketing Jehoshua
Eliashberg, Sebastian S. Kresge Professor of
Marketing and Professor of Operations and
Information Management Peter Fader, Frances
Pei-Yuan Chia Professor, Professor of
Marketing Stephen J. Hoch, Patty and Jay H. Baker
Professor, Professor of Marketing, Director,
Baker Retailing Initiative Raghuram Iyengar,
Assistant Professor of Marketing J. Wesley
Hutchinson, Stanley J. Heyman Professor and
Professor of Marketing
Leonard Lodish, Samuel R. Harrell Professor of
Marketing, Vice Dean, Wharton School West Robert
Meyer, Gayfryd Steinberg Professor of Marketing,
Co-Director Risk Center, Chair, Marketing
Department Jagmohan Raju, Joseph J. Aresty
Professor and Professor of Marketing, Director of
Indian School of Business Americus Reed II,
Associate Professor of Marketing David
Reibstein, William Stewart Woodside Professor,
Professor of Marketing Deborah Small, Assistant
Professor of Marketing Christophe Van den Bulte,
Associate Professor of Marketing Patti Williams,
Associate Professor of Marketing Yoram (Jerry)
Wind, The Lauder Professor, Professor of
Marketing Z. John Zhang, Associate Professor of
Marketing Gal Zauberman, Associate Professor of
Marketing
Other Appointments Anthony Adams, Lecturer Andre
Bonfrer, Visiting Assistant Professor Bill Cody,
Lecturer Anthony Di Benedetto, Adjunct
Professor Nelson Gayton, Lecturer Abba Krieger,
Robert Steinberg Professor, Statistics, secondary
appointment in Marketing
Prashant Malaviya, Visiting Associate Professor
Rod McNealy, Lecturer Keith Niedermeier,
Lecturer, Director of UG Program in
Marketing Terry Oliva, Adjunct Professor Michael
Rechtiene, Lecturer Catherine Schaffer,
Lecturer Paul Schoemaker, Adjunct Professor of
Marketing
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Marketing Department Faculty
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Marketing Major Requirements

• Five course units including
• (a) Two required core courses
• MKTG 621 Marketing Mgmt (Program Design - 1/2
  semester)
• MKTG 622 Marketing Mgmt (Strategy - 1/2
  semester)
• (b) One course in marketing research
• MKTG 756 Marketing Research
• (c) At least three course units chosen from the
  electives.

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Electives

• Mktg756 Marketing Research (Required for
  Marketing Concentration)
• Full credit courses (1 cu each)
• MKTG 756 Marketing Research
• MKTG 760 Law of Marketing and Antitrust
• MKTG 771 Models for Marketing Strategy
• MKTG 773 Customer Behavior
• MKTG 776 Applied Probability Models in Marketing
• MKTG 777 Marketing Strategy (2nd year students)
• MKTG 890 Advanced Study Projects (incl. WGCP and
  Managing Emerging Technologies)
• MKTG 891 Thesis (2 cu)
• MKTG 892 Special Topics Creativity
• MKTG 894 Special Topics Entertainment and Sports
  Marketing
• MKTG 895 Special Topics Media and Entertainment
  Field Project
• MKTG 899 Independent Study Project
• One-half credit courses (1/2 cu each)
• MKTG 655 Integrating Marketing and Operations
• MKTG 751 Sales Force Management
• MKTG 753 New Product Management

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Marketing 621Marketing Management Program
Design

• This course addresses the management challenge of
  designing and implementing the best combination
  of marketing variables to carry out a firms
  strategy in its target markets.
• Marketing 621 concentrates upon the overall
  analysis of the environment and the match of
  products to market.

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Marketing 622Marketing Management
StrategyReed, Williams, Meyer, Reibstein (Spring
2008)

• The primary objectives of this course are to
  introduce you to the concepts and theories
  underlying marketing decision making, and to
  provide you with the skills to analyze and
  understand complex marketing situations in order
  to develop and execute appropriate managerial
  actions.
• Marketing 622 builds upon Marketing 621 and
  focuses upon
• Segmentation, Targeting and Positioning
• Life cycle dynamics
• Integrating the elements of the marketing mix
  product, price, communication, and distribution.

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Marketing 756Marketing ResearchIyengar (Spring
2008)

• The course is aimed at the manager, who is the
  ultimate user of the research and is responsible
  for determining the major scope and direction of
  research activities.
• Also an excellent course for consultants
  interested in gaining an understanding of
  commonly used market analysis tools such as
  conjoint analysis, perceptual maps, etc
• Techniques of data collection, evaluation of
  alternative sources of information, and methods
  of evaluating data and presenting the results are
  covered.

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Marketing Course Structure
? Blue Course offered Spring 2008

• Marketing Research ?
• Law of Marketing and Antitrust
• Models for Marketing Strategy
• 773 Customer Behavior ?
• 776 Applied Probability Models in Marketing ?
• Marketing Methods for Business Consulting
• Creativity

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Illustrative Course Sequences
Required Courses 621, 622, 756
High-Tech Marketing Manager
Product Manager/ Retail
Consulting
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Illustrative Course Sequences (cont.)
? Blue Course offered Spring 2008
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Dual Major in Marketing and Operations Management

• Requirements
• Total of 7.5 course units (CUs)
• MKTG 621/622 - Marketing core courses, 1CU
• OPIM 631/632 - OPIM core courses, 1CU
• MKTG 756 - Marketing Research, 1CU
• MKTG/OPIM 655 - Integrating Marketing and
  Operations, .5 CU
• Plus 4 CUs from the following electives, with at
  least 1 CU from Marketing and 2 CUs from OPIM
  the remaining CU can be from either list.

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Marketing Electives for Dual Major
MKTG 751 - Sales Force Management, .5 CUMKTG
753 - New Product Development, .5CUMKTG 754
- Pricing Policy, .5 CUMKTG 755 - Advertising
Management, .5 CUMKTG 759 - Channel
Management, .5CUMKTG 771 - Models for
Marketing Strategy, 1 CUMKTG 773 - Customer
Behavior, 1 CUMKTG 776 - Applied Probability
Models in Marketing MKTG 777 - Marketing
Strategy, 1 CUMKTG 781 - Entrepreneurial
Marketing, .5 CUMKTG 782 - Multinational
Marketing, .5 CUMKTG 786 - Business to
Business Marketing, .5 CUMKTG 789 - Marketing
Methods and Applications for Business Consulting,
.5 CU MKTG 890 - Advanced Study Project, 1 CU
MKTG 892 - Creativity, 1 CU MKTG 893 -
Marketing Metrics, .5 CU MKTG 894 -
Entertainment and Sports Marketing, 1 CU MKTG 895
- Media and Entertainment Field Projects, 1
CU   The ASP should deal with a topic that
integrates across production and marketing.
Possible topics include new product development,
managing the marketing/manufacturing/product
engineering interface, integrating front/back
office operations in services, after-sales
service, and distribution channel management.
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Operations Management Electives for Dual Major
OPIM 651x - Advanced Topics Problem Solving,
Design, and System Improvement, .5 CU OPIM 654
- Product Design and Development, 1 CU OPIM 656
- Process Management in Manufacturing, 1 CU OPIM
658 - Service Process Management, 1 CU OPIM
697 - Retail Supply Chain Management, .5 CU
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Other Course Possibilities

• MBA Thesis
• PhD level courses
• MKTG 963 Consumer Behavior
• MKTG 964 Mathematical Models in Marketing
  Decision Making
• MKTG 966 Measurement and Data Analysis in
  Marketing
• MKTG 967 Research Methods in Marketing

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Other Stuff

• MBA Marketing Club with departmental involvement
• Take your professor to lunch
• Marketing Department colloquia (Thursdays
  300-430)

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Finally

• For further information, go to the Marketing
  Department web site, where the MBA program and
  course offerings are presented in detail,
  including the latest schedule of courses for
  Spring 2008
• http//www-marketing.wharton.upenn.edu/programs/
  
• Syllabi for Spring 2008 will be posted shortly on
  SPIKE
• Contacts
• Marketing Departments Manager of Academic
  Affairs
• Meredith Wickman mwickman_at_wharton.upenn.edu
• Marketing Departments MBA faculty advisors
• Eric T. Bradlow ebradlow_at_wharton.upenn.edu
• Jagmohan Raju rajuj_at_wharton.upenn.edu

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Questions?