Dr. Maimaran joined the Marketing Department at the Kellogg School of Management at 2008 after completing her Ph.D. in Marketing at the Stanford Graduate School of Business. Her research focuses on studying judgment and decision making with a focus on children's decision making. Her work appears in leading academic journals, such as the Journal of Consumer Research, Journal of Marketing Research, and Organizational Behavior and Human Decision Processes.
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.
This course may not be dropped less than a week prior to the start of the quarter
Recommended Prerequisite: MKTG-450-0