Luxury brands must manage a number of inherent paradoxes and tensions. Closing the Sale by gaining buyer commitment, pricing-to- value and seamless contracting, 5. Practitioners must be pragmatic when engaging in marketing social change. In this course, we will learn how digital has revolutionized the interactions between firms and consumers along this journey. Read the full terms of use. Were here to put your people and research on news networks and magazine covers, to bring your stories to life in videos and photos, and to tellor tweetthe world about our Universitys growing reputation in print, online, and anywhere else we can find an audience. The course develops essential data analytics skills--critical thinking, data mining, experimental analysis and design--applied to ad campaign, ad attribution, and social media data. Develops a critical appreciation of both the opportunities and challenges associated with the increasing globalization of markets. Marketing to organizations is fundamentally different from marketing to consumers for a myriad of reasons related to customers (e.g., larger customers seeking customized offerings and prices; need for relationship building between suppliers and customers, etc.) BOSTON UNIVERSITY There are also lectures on the major optimization techniques (e.g., calculus, linear programming, decision analysis) emphasized in the course. The course will explore topics such as how to attract omni-channel customers, the customer purchase journey, buying and merchandising management for such settings, and what retailers need to support an omni-channel strategy. Specifically, the course examines how digital technology can be used to (a) engage consumers prior to purchase; (b) to enhance and augment the consumption experience; and (c) to build ongoing and long-lasting relationships with consumers post-purchase. Creating and leveraging luxury brand equity is a significant challenge. 595 Commonwealth Avenue Introduction to the marketing of luxury goods and services. This perspective calls for a broader conceptualization of the discipline, with greater attention to - phenomena and dynamics at the socio-cultural level, under-leveraged theoretical perspectives beyond psychology and economics, and grounded methodologies capable of situating consumer behavior in the context of people's lives. When is making a change to a price, algorithm, or product worthwhile? Boston, MA 02215. In this course, students will learn to apply insights from behavioral economics to effectively produce it. Topics include trends and practices associated with media planning and buying across the various media platforms as well as advertising creative best practices. We use insights and methods from psychology, anthropology, economics, and computer science to understand how market factors and social context influence customer perceptions, decisions, and actions, and drive marketing programs and plans. 
However, these efforts do not usually constitute a "silver bullet" and may not be the best solution to a business problem or societal need at all. We will address brand extensions, dilutions, and stretching as well as the ability to expand the brand globally. Registered by permission only. The course will build students' knowledge of the unique challenges of health sector marketing and will build facility with applying the principles of marketing to situations across this vast landscape. BU is tweeting, poking, blogging, and tagging. 
In this class, we will learn about causal methods, when they work, how to implement them in R, and how to apply them to digital markets. For more information on the edX Social Media Marketing course:bit.ly/qd504x, For general inquiries, please contact Questrom Academic Support. Questrom School of Business We possess distinctive expertise in explaining how value is created, captured, and sustained, and measured in the physical and digital worlds. In teams, students will: (1) translate a real-time business or policy challenge into a specific behavior change project; (2) use the frameworks presented in class along with research from economics, psychology, marketing, and other related disciplines to develop possible interventions and/or frameworks for addressing the challenge; and (3) audit the decision-making process of various stakeholders to identify pain points and opportunities for behavior change. How is it that some products succeed and some fail? We will use the product and customer growth matrix to determine new product opportunities and frameworks to prioritize markets for entry. The course includes lecture, discussion, an exam, and a team term project. Students will explore dimensions of the modern landscapes of brand, corporate and nonprofit "citizenship" and how they relate to marketing. The course introduces methods that can be used to assess how specific tactics are moving consumers along the path to purchase. 4 cr. This course introduces students to the foundational machine learning techniques that are transforming the way we do business. This course provides you with a good understanding of how marketing works in a high-tech context. This course will teach students how to perform hands-on analytics on such datasets using modern supervised machine learning techniques through series a lectures and in-class exercises. Marketing elective for Business minors. The present course serves as a companion to the MK914: Seminar in Consumer Behavior I, and considers what some have called "The Cultural Interpretivist Turn" in Marketing. Questrom's new digital hub for relevant, thought-provoking ideas on emerging business topics. Email: qstacademicsupport@bu.edu. Differences in a mass versus luxury marketing approach are discussed. Prior programming experience (or IS833/IS834) is strongly recommended. Students will learn about the key environmental forces shaping the needs and preferences of the global consumer and the impact of foreign, political, and economic factors on the marketing mix. Students will learn how to leverage marketing tools and emerging technologies in the creation (e.g., customer insight, product and service design, branding), delivery (e.g., communication and distribution), and capture (e.g., pricing, customer life time value) of marketplace value. and related to the role of marketing within the firm (e.g., greater level of customization of the offerings; need for closer interaction and alignment among marketing and manufacturing/R&D/product development, customer service, etc.). Because firms that excel in developing deep insight into consumer behavior create and capture more value in the marketplace, it is critical for researchers to establish a strong foundation in consumer research. These topics will be explored using case studies and a client-based project, as well as a final exam. Machine learning relies on interdisciplinary techniques from statistics, linear algebra, and optimization to detect structure in large volumes of data and solve prediction problems. The Behavioral Lab assists Questrom-affiliated researchers in conducting simulations and experiments that will develop new knowledge about management and human behavior.
In many instances, the difference is in their marketing. Considers relevant behavioral science theories/frameworks and their usefulness in formulating and evaluating marketing strategies (i.e., segmentation, positioning, product development, pricing, communications). The course will use a combination of cases, lectures, and a hands-on project to develop these skills. Undergraduate Prerequisites: QST AC221; AC222; MO221; QM221; QM222 or BA222; SM131; SM132; SM275, Undergraduate Prerequisites: QST SM131 and sophomore standing, Undergraduate Prerequisites: QST MK323.
This course is designed to familiarize students with the current major theoretical streams of research in consumer behavior. Introduces students to the field of marketing management: analysis, planning and implementation of marketing strategies as the means for achieving an organization's objectives. We are an award-winning, full-service marketing agency. dance team freshman class towson university joins national champion This is an introductory course on Digital Marketing emphasizing analytics that seeks to familiarize students with digital marketing tactics. It is expected that students will develop and refine the ability both to critically evaluate the theoretical contribution of articles in consumer behavior and to formulate theory-based hypotheses capable of advancing the discipline's understanding of consumer behavior. As markets are becoming increasingly polarized, the course is relevant to a wide range of marketing and business professionals who may have to "premiumize" their offerings or revitalize their brands through an upscale positioning. Definition of research problems, selection of research methodologies, design of research projects, interpretation of research results, and translation of research results into action. Survey of the music industry with a focus on understanding of its structure and the intersection of business and music. Rather than relying on the gut intuition of a manager, businesses are increasingly using experiments and other forms of causal data analysis to answer these questions. BOSTON UNIVERSITY nancy xu faculty carroll bc directory boston college This is an introductory course on digital marketing analytics that inform digital marketing tactics, including online display ads, search listings, on-site e-commerce marketing and social media marketing.
In this course, we will explore the most recent scientific research in marketing, psychology, and behavioral economics related to consumer behavior. 595 Commonwealth Avenue Advertising has changed in the age of digital media with companies realizing the importance of traditional media as well as owned media, paid media, and earned media. Marketing, in particular, begins and ends with the consumer -- from determining consumer needs to ensuring customer satisfaction. Whether you are selling a product, an intervention or an idea, it can be a powerful tool for advancing social change in today's dynamic environment. Particular attention is paid to branding challenges associated with today's interconnected, consumer-empowered, and transparent web-enabled world. Every organization -- be it government, private company or welfare agency -- is in the business of changing behavior.
Application available on the Graduate Program Office website. The key objectives of the course are to: Understand the special challenges involved in marketing high-tech products Learn how to analyze high-tech marketing problems which involve significant customer, market, and technological uncertainties; Examine approaches to improve the market orientation of, and the marketing-R&D interface in, high-tech companies; Understand the impact of diffusion of technology and adoption of innovation on targeting and segmentation decisions; Explore the effect of complementary products, databases, and systems on product and pricing decisions; Identify the challenges and drivers of success at different stages in a technology's life- cycle; and, Understand the concept of value networks and the role of complementors, partners, and competitors in high-tech industries. Tied to these are issues of the critical role of distribution channels, particularly retail channels, and luxury services in delivering the luxury promise. Guest speakers from branding services, consulting, and practice provide insights throughout the course. Rafik B. Hariri Building
It explores the origin, the history, and the evolution of luxury and gives an overview of the global luxury industry. The internet has become a ubiquitous channel for reaching consumers and gathering massive amounts of business-intelligence data.
The strategic integration of a relevant social purpose into a product, business or nonprofit organization through brand-building citizenship activities can drive consumer and donor recall, consideration, acquisition, retention and propensity to recommend. The Marketing Department supports a marketing concentration at both the undergraduate and MBA levels. Provides insight into the motivations, influences, and processes underlying consumption behavior. The grading is based half on class participation and half on a required paper.
Understanding Needs by qualifying leads, undertaking research and discovery conversations, 3. 1, 2, or 3 cr.
Through a mixture of theory and real-world cases, the course examines brands from the perspectives of the cultures and consumers who help create them, and the companies who manage them over time.
Digital offers powerful tactics to reach consumers along the funnel: online display ads raise awareness, search listings reach consumers with intent, on-site e-commerce marketing facilitate conversion, and social medial both energizes and retains customers. Students learn the techniques of strategic analysis necessary to price more profitably by evaluating the price sensitivity of buyers, determining relevant costs, anticipating and influencing competitors' pricing and formulating an appropriate pricing strategy. Formerly MK472. Includes an applied service marketing team project for a real organization (for an organization which has requested a student team to address its customer service issues). This course provides an understanding of health sector marketing for health care services delivery (e.g., health systems, independent hospitals, hospices, pharmacies), for private business (e.g., life sciences, pharma, and biotech), and for insurance (e.g., commercial insurance and government). This course equips students to sell complex products and services via consultative selling integrated with digital customer engagement. Students will learn how to leverage marketing tools and emerging technologies in the creation (e.g., customer insight, product and service design, branding), delivery (e.g., communication and distribution), and capture (e.g., pricing, customer life time value) of marketplace value. Boston, MA 02215. A combination of cases, readings, textbook and projects will guide the student to a thorough understanding of advertising. Questrom's new digital hub for relevant, thought-provoking ideas on emerging business topics. These psychological insights are particularly useful for marketing strategy, brand positioning, and marketing communication decisions, but also yield insight into common biases in judgment and decision making, beyond marketing, to which you would otherwise fall prey. In addition, we support the Questrom cross-disciplinary sector concentration in Retailing at the undergraduate level. Course objectives include learning how to inspire action through compelling, high-impact communications by taking a point of view and supporting it with logic and evidence, generating insights with meaningful conclusions and recommendations, and understanding and applying the principles of logical reasoning to organize information and lead an audience to action. Relevant topics will be explored using case studies, team projects, as well as a final exam. If you already know what youd like us to do, lets get started. This combination of academic and applied learning will provide a deep understanding of growth strategies needed to leverage market opportunities. Introduces tools and techniques of marketing research as an aid to marketing decision making.
cr. This course will focus on developing marketing strategies driven by marketing analytics. Sessions are highly interactive featuring: Discussions with guest experts; Case studies; an RFP simulation; Role playing including "The Price is Right Game"; Video shorts; Student stories; Real- world best practices; and pitfalls. The purpose of this course is to provide students with an in-depth understanding of how marketing principles can be applied to create both short-term and lasting social change. People today often communicate, organize and engage based on mutual interests, and, generally, place greater trust in organizations and individuals that work for a better world. frelund marriedbiography The second module of the course focuses on assessing marketing performance and will cover decision support tools that can help brand and product managers make decisions with regard to marketing spending including advertising, pricing, and promotions. The second part focuses on issues related to managing a salesperson or a group of salespeople: sales force sizing, recruitment, selection, and training; designing compensation and reward schemes; establishing sales objectives/quotas; supervising, mentoring, coaching, and motivating salespeople. ring class vt tech virginia rings says The days of brick and mortar vs. online are gone and retailing has transitioned into omni-channel retailing. Through exposure to a strategic marketing perspective for the identification of research problem areas, this course will further socialize students into the process of developing research ideas and undertaking research, while stimulating the development of ideas for summer projects, qualifying papers, and dissertations. Effective Fall 2020, this course fulfills a single unit in each of the following BU Hub areas: Oral and/or Signed Communication, Research and Information Literacy, Writing, Research & Inquiry. We will illustrate the methods we learn with examples drawn from digital businesses such as Airbnb, Ebay, and Uber and through topic areas such as price targeting, balancing digital marketplaces, reputation systems, measuring influence in social networks, and algorithmic design. Visit our Social Media Directory. They will also master presentation delivery by connecting authentically to the audience, harnessing the power of storytelling, and using body language to positively reinforce the message. We will explore the fundamentals of eCommerce and the strategic importance of an eCommerce program within a company's overall strategy. In the worst cases, ill-conceived citizenship marketing strategies can result in damaging consequences. We take an interdisciplinary approach to develop consumer knowledge that guides firm strategy, informs public policy, supports customer well-being, and educates the next generation of leaders and academicians.
However, these efforts do not usually constitute a "silver bullet" and may not be the best solution to a business problem or societal need at all. We will address brand extensions, dilutions, and stretching as well as the ability to expand the brand globally. Registered by permission only. The course will build students' knowledge of the unique challenges of health sector marketing and will build facility with applying the principles of marketing to situations across this vast landscape. BU is tweeting, poking, blogging, and tagging. In this class, we will learn about causal methods, when they work, how to implement them in R, and how to apply them to digital markets. For more information on the edX Social Media Marketing course:bit.ly/qd504x, For general inquiries, please contact Questrom Academic Support. Questrom School of Business We possess distinctive expertise in explaining how value is created, captured, and sustained, and measured in the physical and digital worlds. In teams, students will: (1) translate a real-time business or policy challenge into a specific behavior change project; (2) use the frameworks presented in class along with research from economics, psychology, marketing, and other related disciplines to develop possible interventions and/or frameworks for addressing the challenge; and (3) audit the decision-making process of various stakeholders to identify pain points and opportunities for behavior change. How is it that some products succeed and some fail? We will use the product and customer growth matrix to determine new product opportunities and frameworks to prioritize markets for entry. The course includes lecture, discussion, an exam, and a team term project. Students will explore dimensions of the modern landscapes of brand, corporate and nonprofit "citizenship" and how they relate to marketing. The course introduces methods that can be used to assess how specific tactics are moving consumers along the path to purchase. 4 cr. This course introduces students to the foundational machine learning techniques that are transforming the way we do business. This course provides you with a good understanding of how marketing works in a high-tech context. This course will teach students how to perform hands-on analytics on such datasets using modern supervised machine learning techniques through series a lectures and in-class exercises. Marketing elective for Business minors. The present course serves as a companion to the MK914: Seminar in Consumer Behavior I, and considers what some have called "The Cultural Interpretivist Turn" in Marketing. Questrom's new digital hub for relevant, thought-provoking ideas on emerging business topics. Email: qstacademicsupport@bu.edu. Differences in a mass versus luxury marketing approach are discussed. Prior programming experience (or IS833/IS834) is strongly recommended. Students will learn about the key environmental forces shaping the needs and preferences of the global consumer and the impact of foreign, political, and economic factors on the marketing mix. Students will learn how to leverage marketing tools and emerging technologies in the creation (e.g., customer insight, product and service design, branding), delivery (e.g., communication and distribution), and capture (e.g., pricing, customer life time value) of marketplace value. and related to the role of marketing within the firm (e.g., greater level of customization of the offerings; need for closer interaction and alignment among marketing and manufacturing/R&D/product development, customer service, etc.). Because firms that excel in developing deep insight into consumer behavior create and capture more value in the marketplace, it is critical for researchers to establish a strong foundation in consumer research. These topics will be explored using case studies and a client-based project, as well as a final exam. Machine learning relies on interdisciplinary techniques from statistics, linear algebra, and optimization to detect structure in large volumes of data and solve prediction problems. The Behavioral Lab assists Questrom-affiliated researchers in conducting simulations and experiments that will develop new knowledge about management and human behavior. In many instances, the difference is in their marketing. Considers relevant behavioral science theories/frameworks and their usefulness in formulating and evaluating marketing strategies (i.e., segmentation, positioning, product development, pricing, communications). The course will use a combination of cases, lectures, and a hands-on project to develop these skills. Undergraduate Prerequisites: QST AC221; AC222; MO221; QM221; QM222 or BA222; SM131; SM132; SM275, Undergraduate Prerequisites: QST SM131 and sophomore standing, Undergraduate Prerequisites: QST MK323.
This course is designed to familiarize students with the current major theoretical streams of research in consumer behavior. Introduces students to the field of marketing management: analysis, planning and implementation of marketing strategies as the means for achieving an organization's objectives. We are an award-winning, full-service marketing agency. dance team freshman class towson university joins national champion This is an introductory course on Digital Marketing emphasizing analytics that seeks to familiarize students with digital marketing tactics. It is expected that students will develop and refine the ability both to critically evaluate the theoretical contribution of articles in consumer behavior and to formulate theory-based hypotheses capable of advancing the discipline's understanding of consumer behavior. As markets are becoming increasingly polarized, the course is relevant to a wide range of marketing and business professionals who may have to "premiumize" their offerings or revitalize their brands through an upscale positioning. Definition of research problems, selection of research methodologies, design of research projects, interpretation of research results, and translation of research results into action. Survey of the music industry with a focus on understanding of its structure and the intersection of business and music. Rather than relying on the gut intuition of a manager, businesses are increasingly using experiments and other forms of causal data analysis to answer these questions. BOSTON UNIVERSITY nancy xu faculty carroll bc directory boston college This is an introductory course on digital marketing analytics that inform digital marketing tactics, including online display ads, search listings, on-site e-commerce marketing and social media marketing. 
In this course, we will explore the most recent scientific research in marketing, psychology, and behavioral economics related to consumer behavior. 595 Commonwealth Avenue Advertising has changed in the age of digital media with companies realizing the importance of traditional media as well as owned media, paid media, and earned media. Marketing, in particular, begins and ends with the consumer -- from determining consumer needs to ensuring customer satisfaction. Whether you are selling a product, an intervention or an idea, it can be a powerful tool for advancing social change in today's dynamic environment. Particular attention is paid to branding challenges associated with today's interconnected, consumer-empowered, and transparent web-enabled world. Every organization -- be it government, private company or welfare agency -- is in the business of changing behavior.
Application available on the Graduate Program Office website. The key objectives of the course are to: Understand the special challenges involved in marketing high-tech products Learn how to analyze high-tech marketing problems which involve significant customer, market, and technological uncertainties; Examine approaches to improve the market orientation of, and the marketing-R&D interface in, high-tech companies; Understand the impact of diffusion of technology and adoption of innovation on targeting and segmentation decisions; Explore the effect of complementary products, databases, and systems on product and pricing decisions; Identify the challenges and drivers of success at different stages in a technology's life- cycle; and, Understand the concept of value networks and the role of complementors, partners, and competitors in high-tech industries. Tied to these are issues of the critical role of distribution channels, particularly retail channels, and luxury services in delivering the luxury promise. Guest speakers from branding services, consulting, and practice provide insights throughout the course. Rafik B. Hariri Building
It explores the origin, the history, and the evolution of luxury and gives an overview of the global luxury industry. The internet has become a ubiquitous channel for reaching consumers and gathering massive amounts of business-intelligence data.
The strategic integration of a relevant social purpose into a product, business or nonprofit organization through brand-building citizenship activities can drive consumer and donor recall, consideration, acquisition, retention and propensity to recommend. The Marketing Department supports a marketing concentration at both the undergraduate and MBA levels. Provides insight into the motivations, influences, and processes underlying consumption behavior. The grading is based half on class participation and half on a required paper.
Understanding Needs by qualifying leads, undertaking research and discovery conversations, 3. 1, 2, or 3 cr.
Through a mixture of theory and real-world cases, the course examines brands from the perspectives of the cultures and consumers who help create them, and the companies who manage them over time.
Digital offers powerful tactics to reach consumers along the funnel: online display ads raise awareness, search listings reach consumers with intent, on-site e-commerce marketing facilitate conversion, and social medial both energizes and retains customers. Students learn the techniques of strategic analysis necessary to price more profitably by evaluating the price sensitivity of buyers, determining relevant costs, anticipating and influencing competitors' pricing and formulating an appropriate pricing strategy. Formerly MK472. Includes an applied service marketing team project for a real organization (for an organization which has requested a student team to address its customer service issues). This course provides an understanding of health sector marketing for health care services delivery (e.g., health systems, independent hospitals, hospices, pharmacies), for private business (e.g., life sciences, pharma, and biotech), and for insurance (e.g., commercial insurance and government). This course equips students to sell complex products and services via consultative selling integrated with digital customer engagement. Students will learn how to leverage marketing tools and emerging technologies in the creation (e.g., customer insight, product and service design, branding), delivery (e.g., communication and distribution), and capture (e.g., pricing, customer life time value) of marketplace value. Boston, MA 02215. A combination of cases, readings, textbook and projects will guide the student to a thorough understanding of advertising. Questrom's new digital hub for relevant, thought-provoking ideas on emerging business topics. These psychological insights are particularly useful for marketing strategy, brand positioning, and marketing communication decisions, but also yield insight into common biases in judgment and decision making, beyond marketing, to which you would otherwise fall prey. In addition, we support the Questrom cross-disciplinary sector concentration in Retailing at the undergraduate level. Course objectives include learning how to inspire action through compelling, high-impact communications by taking a point of view and supporting it with logic and evidence, generating insights with meaningful conclusions and recommendations, and understanding and applying the principles of logical reasoning to organize information and lead an audience to action. Relevant topics will be explored using case studies, team projects, as well as a final exam. If you already know what youd like us to do, lets get started. This combination of academic and applied learning will provide a deep understanding of growth strategies needed to leverage market opportunities. Introduces tools and techniques of marketing research as an aid to marketing decision making.
cr. This course will focus on developing marketing strategies driven by marketing analytics. Sessions are highly interactive featuring: Discussions with guest experts; Case studies; an RFP simulation; Role playing including "The Price is Right Game"; Video shorts; Student stories; Real- world best practices; and pitfalls. The purpose of this course is to provide students with an in-depth understanding of how marketing principles can be applied to create both short-term and lasting social change. People today often communicate, organize and engage based on mutual interests, and, generally, place greater trust in organizations and individuals that work for a better world. frelund marriedbiography The second module of the course focuses on assessing marketing performance and will cover decision support tools that can help brand and product managers make decisions with regard to marketing spending including advertising, pricing, and promotions. The second part focuses on issues related to managing a salesperson or a group of salespeople: sales force sizing, recruitment, selection, and training; designing compensation and reward schemes; establishing sales objectives/quotas; supervising, mentoring, coaching, and motivating salespeople. ring class vt tech virginia rings says The days of brick and mortar vs. online are gone and retailing has transitioned into omni-channel retailing. Through exposure to a strategic marketing perspective for the identification of research problem areas, this course will further socialize students into the process of developing research ideas and undertaking research, while stimulating the development of ideas for summer projects, qualifying papers, and dissertations. Effective Fall 2020, this course fulfills a single unit in each of the following BU Hub areas: Oral and/or Signed Communication, Research and Information Literacy, Writing, Research & Inquiry. We will illustrate the methods we learn with examples drawn from digital businesses such as Airbnb, Ebay, and Uber and through topic areas such as price targeting, balancing digital marketplaces, reputation systems, measuring influence in social networks, and algorithmic design. Visit our Social Media Directory. They will also master presentation delivery by connecting authentically to the audience, harnessing the power of storytelling, and using body language to positively reinforce the message. We will explore the fundamentals of eCommerce and the strategic importance of an eCommerce program within a company's overall strategy. In the worst cases, ill-conceived citizenship marketing strategies can result in damaging consequences. We take an interdisciplinary approach to develop consumer knowledge that guides firm strategy, informs public policy, supports customer well-being, and educates the next generation of leaders and academicians.
