Full-Time / Evening & Weekend MBA
Marketing Management (MKTG-430-0) This course takes an analytical approach to the study of marketing problems of business firms and other types of organizations. Attention focuses on the influence of the marketplace and the marketing environment on marketing decision making; the determination of the organization's products, prices, channels and communication strategies; and the organization's system for planning and controlling its marketing effort.
Marketing Strategy (MKTG-466-0) This course presents an integrative, dynamic view of competitive brand strategy. It focuses on understanding, developing and evaluating brand strategies over the life of a product market. A framework for developing marketing strategies that yield a distinctive competitive advantage based on customer and competitor analysis will be presented and applied in various situations throughout the course. Topics include strategies for pioneering brands, strategies for late entry, growth strategies, strategies for mature and declining markets, and defensive marketing strategies. Material is presented using a mix of cases, lectures and a computer simulation game called MARKSTRAT.
Marketing Consulting Laboratory: Generating Profitable Growth (MKTG-950-0) Every company today faces business challenges on how to generate profitable growth. Increasingly, General Management Strategy Consulting projects conducted by firms from McKinsey to AT Kearney involve a core of Marketing Strategy issues. Specialty Marketing Consulting firms like Prophet and the Cambridge Group zero in on the issues of market segmentation, market sizing and assessment, and brand building. The purpose of this course is to give students real life experience in participating on a marketing strategy project team, developing solutions to real-world business problems.
Student teams will engage in project scoping and refinement, identifying and applying the appropriate analytical tools, analyzing data, and developing actionable, data-driven recommendations to address the issue. A final presentation to the client's senior and executive management occurs in the last week of the quarter. In this small sized lab course, student teams will take on projects for a number of live clients, scope and design the project deliverables and complete 10 week projects for their clients. Past teams have worked on projects for Abbott Labs, Bank of America, Audi, Kraft, General Electric, WW Grainger and Snap-On Tools.
Recommended Prerequisite: MKTG-450-0
Executive MBA
Strategic Marketing Decisions (MKTGX-468-0) The basic concepts of marketing are not complicated. It is easy to understand the importance of segmentation and customer research. Few people have gotten confused by the 4 Ps and almost everyone can remember the 3 Cs. Finance concepts are difficult but marketing concepts? Not so much.
The challenge in marketing is applying the concepts. Every situation is different so leaders have to consider the best way to approach it. Making strategic marketing decisions isn’t easy; you have incomplete information, not enough resources, smart and driven competitors and changing conditions. You also have to work with a team of people to get agreement and alignment.
Understanding the core marketing concepts is not sufficient; marketing leaders have to be able to apply the concepts in different and often challenging situations.
The Strategic Marketing Decisions course is designed to help you make smart and strategic choices.
Executive Education
Business for Scientists and Engineers For practitioners and academics in science and engineering, this highly focused program provides a solid grounding in business concepts, industry-specific tools and practical frameworks for developing the business acumen you need to advance your life’s work.
View ProgramExecutive Development Program For top-performing, high-potential middle and senior managers, this intensive, collaborative and empowering executive development program delivers the knowledge, tools and frameworks required to succeed and lead with confidence in a general management role.
View ProgramKellogg on Branding Learn from the people who wrote the book on branding how to build and strengthen the power of your brand. Kellogg’s latest thinking combined with hands-on experience will equip you to boost customer loyalty, heighten competitive advantage and increase profitability.
View ProgramThe Customer-Focused Organization: Leading Transformation The digital revolution is empowering customers, fueling disruptive innovation and globalization of markets. In the wake of these challenges, firms that are customer-centric thrive. Learn how leaders successfully infuse a customer-centric perspective throughout an organization, generate value, build brands with meaning, and offer exceptional customer experiences to win in the digital age.
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