Kellogg School of Management, Northwestern University
Evanston, IL, United States
http://www.kellogg.northwestern.edu/

Technology Marketing

This course provides students with conceptual frameworks and analytical tools for marketing decision making in high-growth and turbulent technology businesses. The course is cross-functional, decision-focused and strategic in its orientation. Topics include marketing in the networked economy, understanding unarticulated user needs, technology standards and network externalities, demand forecast......
 

New Products and Services, is designed to answer the marketer’s question: "What do I need to know and do as a marketer in order to develop a successful new product?" It will provide you with a firm understanding of the exact steps you need to follow in order to bring a new product successfully from an idea to a product that is ready to launch. The course covers fundamental market......
 

New product design drives healthy companies, allowing organizations to differentiate from their competition and stimulate growth with sensitivity to changing consumer needs, and assuring an enterprise a strategic competitive advantage. But if that basic concept and the need for successful new products is commonly understood, why do some organizations succeed while others fail? Even in organizat......
 

One out of every nine people who are fully employed in the United States is a salesperson. About $1 trillion is spent every year on this critical marketing investment. Salespeople have been known to out-earn their managers and even the CEO. Why? Because they drive the top line. Every senior management team must deliver its revenue and profit numbers. The team looks to its sales forces to help i......
 

The average company spends approximately twice as much on consumer and trade promotions as it does on advertising. This fact highlights the importance of the role of sales promotions in the marketing mix. This course is centered on the dynamics of sales promotional activity. Students explore the issues of pricing, profitability, consumer response and the nature of specific kinds of promotions. ......
 

This course acquaints students with the value and importance of package design and corporate identity within the corporate marketing environment and gives them basic knowledge of the design management process. Quite often this discipline is taken less seriously than others, when in reality it is a very important subject that must be managed like any other business process. Course content deals ......
 

This course examines the marketing and managerial implications of the differences between goods and services. A wide variety of services are examined, such as travel, professional services, hospitals, banks, hotels, churches, sports clubs and theme parks. The course discusses many service marketing concepts, including the relationship between the service provider and customer, the real-time pro......
 

This course covers the field of consumer psychology. It provides a framework for analyzing consumer behavior. The focus in on the understanding consumers as a way of informing marketing research and driving marketing decision. The course is directed at students preparing for brand/product/marketing management, business development or consulting positions. Many companies are trying to become mor......
 

This course explores management science approaches to improve marketing decision making in areas such as strategic marketing, advertising, pricing, sales force management, sales promotions, new products and direct marketing. The development, implementation and use of quantitative models are emphasized. Cases are used to illustrate how these models can be applied. Students have the opportunity t......
 

Contextual inquiry and empathic design are spreading rapidly among firms across industry boundaries in recognition of the fact that marketers often have no systematic intuition about or affinity with the segments to which they cater. Increasingly, managers are exhorted to "get closer" to the consumer, and are required either to divine unarticulated needs or anticipate intersections of......
 

$250 billion is spent on advertising in the United States. Much of it has no effect--not because of an absence of creativity, but because the problem is due to an absence of a compelling ad strategy to serve as a foundation for developing creative executions and media plans. This course provides a balanced analysis of advertising strategy and execution. The first half focuses on selecting an at......
 

This course provides a progressive approach to business marketing and business market management, which is the process of understanding, creating and delivering value to targeted business markets and customers. Business markets are composed of firms, institutions or governments. The course provides an understanding of nine business market processes: market sensing and value assessment; understa......
 

Contemporary marketing requires a holistic understanding of fantasy and behavior as they interact in marketplaces around the globe. This course will help you comprehend, stimulate, manage and resist desire as you unpack the forces that shape and reflect the culture(s) of consumption. You will grasp the market as a complex system of material and metaphysical interactions, and learn to manipulate......
 

Marketing channels are analyzed as systems of interrelated and interdependent organizations engaged in making goods and services available for consumption by industrial, institutional and household consumers. This course emphasizes the means by which effective and efficient distribution networks (comprising manufacturers, wholesalers, retailers, transportation firms and other actors in the dist......
 

This course considers the gathering of marketing-related data from individuals and organizations, with particular emphasis on integrating problem formulation, research design, questionnaire construction and sampling so as to yield the most valuable information. Also studied are the proper use of statistical methods and the use of computers for data analysis....
 

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 c......
 

Why do firms within the same industry differ? What explains the distribution of firm size and profitability within industries? What is the process by which some firms become successful and dominate their industries? Do industry leaders tend to maintain, or even increase, their dominance over time, or are they destined to be overtaken by rivals? Are differences in size, competitive position, and......
 

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This course applies basic tools of economics to transportation and supply chain management. The course focuses attention on regulation and regulatory reform, pricing, costing and competition among the various modes. Topics include factors affecting transportation demand, elasticity estimates, economies of scope and density, joint and common costs, price discrimination and yield management, Rams......
 

This course covers a number of networked industries, beginning with a codification of networks, a thorough exploration of the concept of networking and the means by which they can be classified. Specific networked industries are contrasted and compared. The industries to be considered are transport (all modes), telecom (including Internet) commercial banking and electricity distribution. Specia......
 

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