MBA in Marketing

Specialization Courses

Marketing Research

The focus of this course is on the process and practice of marketing research. We will study the resulting impact of research as it affects and shapes managerial decision-making for organizations. Specifically, we will examine the process of designing and conducting qualitative and quantitative marketing research studies. We will cover specific method-related practices that facilitate unbiased data collection, data analysis (via SPSS), interpretation of marketing research results, and presentation of such results for use by marketing managers.

Sales Management and Operations

This module is intended to help lift the fog encasing sales. While there is no one set of retailing and sales decisions that is right for all situations, it offers valuable insight into what really works - sales strategies that align business processes and sales. Students will have a unique opportunity to learn how to operate sales models that are consistent with both the applications in which they have invested and the business processes they are trying to execute, automate, and improve in the field of sales - gaining thus competitive advantage. Upon completion of this module students will be able to:

• Critically appreciate the concepts and benefits of Sales Management and its contribution to organizational effectiveness
• Critically examine the basic principles and scope of Sales Management
• Apply the tools and techniques of Sales Management

New Product Development

The objective of the course is to assist managers and future managers to develop and implement a cost-efficient approach to the development of new products. This is done by:

• describing the NPD process
• improving the ability to manage the process efficiently
• learning how to create technological and product ddiscontinuities
• understanding the process of market invention and industry genesis
• being able to evaluate new projects in particular with regard to their quality and the time to market
• introducing the factors required to develop a new technology
• introducing the attributes model
• appreciating the clients' perception of quality and of product differentiation
• introducing key elements to determine the value and price of innovative products
• addressing the process of change
• dealing with technological transfer

Advertising and PR

Advertising and marketing communication process, the marketing mix, advertising types, media, sales promotion, sponsorship and exhibitions, planning, executing and evaluating advertising process, preparing and presenting advertising campaign. Public relations concepts, the role of P.R. in the management process, researching and recognizing stakeholders, stakeholder theory, the organizational, social and legal aspects of P.R., public opinion, theoretical models, definitions of problem, dealing with crises, planning and executing a P.R. campaign.