At the Leading Edge of Marketing
The Haas School is among a handful of business schools to offer a class on data-driven marketing. Florian Zettelmeyer, an associate marketing professor, designed the Information- and Technology-based Marketing class to teach Berkeley MBA students how to skillfully deal with the flood of customer information that has inundated firms as a result of advances in technology.
Full-time MBA Program
Marketing
260. Consumer Behavior. (3) Two hours of lecture per week. Prerequisites: Business Administration 206 or equivalent. Formerly Business Administration 260. Examines concepts and theories from behavioral science useful for the understanding and prediction of market place behavior and demand analysis. Emphasizes applications to the development of marketing policy planning and strategy and to various decision areas within marketing.
261. Marketing Research: Tools and Techniques for Data Collection and Analysis. (3) Three hours of lecture per week. Prerequisites: Business Administration 200 or comparable statistical course. Formerly Business Administration 261. This course develops the skills necessary to plan and implement an effective market research study. Topics include research design, psychological measurement, survey methods, experimentation, statistical analysis of marketing data, and effective reporting of technical material to management. Students select a client and prepare a market research study during the course. Course intended for students with substantive interests in marketing.
262. Brand Management and Strategy. (3) Three hours of lecture per week. Prerequisites: Business Administration 202B and 206, or equivalent. Formerly Business Administration 262A. The focus of this course is on developing student skills to formulate and critique complete marketing programs including product, price, distribution and promotion policies. There is a heavy use of case analysis. Course is primarily designed for those who will take a limited number of advanced marketing courses and wish an integrated approach.
263. Internet Strategy. (3) Three hours of lecture per week. Prerequisites: Business Administration 206. Formerly Business Administration 262B. The objective of this course is to examine the potential of the Internet for firms' strategies in marketing goods and services. We will (1) introduce a framework to analyze the Internet's impact on the communication between firms and consumers and among consumers themselves, (2) develop concepts that are useful in evaluating opportunities that arise from the way the Internet changes communication, and (3) apply these insights to strategic marketing decision making.
264. High Technology Marketing Management. (3) Three hours of lecture per week. Prerequisites: Business Administration 206 or equivalent. Formerly Business Administration 264. High technology refers to that class of products and services which is subject to technological change at a pace significantly faster than for most goods in the economy. Under such circumstances, the marketing task faced by the high technology firm differs in some ways from the usual. The purpose of this course is to explore these differences.
265. Advertising Management. (2) Two hours of lecture per week. Prerequisites: Business Administration 206 or equivalent; 260 is recommended. Formerly Business Administration 265. A specialized course in advertising, focusing on management and decision-making. Topics include objective-setting, copy decisions, media decisions, budgeting, and examination of theories, models, and other research methods appropriate to these decision areas. Other topics include social/economic issues of advertising by nonprofit organizations.
266. Channels of Distribution. (2) Two hours of lecture per week. Prerequisites: Business Administration 202B, 206 or equivalent. Formerly Business Administration 266. The success of any marketing program often weighs heavily upon its co-execution by members of the firm's distribution channel. This course seeks to provide an understanding of how the strategic and tactical roles of the channel can be identified and managed. This is accomplished, first, through studying the broad economic and social forces which govern the channel evolution. It is completed through the examination of tools to select, manage and motivate channel partners.
267. Topics in Marketing. (.5-3) Course may be repeated for credit. One-half to three hours of lecture per week. Advanced study in the field of Marketing. Topics will vary from year to year and will be announced at the beginning of each semester.
268A. Global Marketing Strategy. (2) Two hours of lecture per week. Prerequisites: Business Administration 206 or equivalent. Formerly Business Administration 267. This course will cover a wide variety of topics relating to the management of international marketing strategy, including frameworks for developing international marketing strategy; sources and sustainability of competitive advantage; international market structure analysis; market entry strategy; and integration of marketing strategy with other functional strategies.
299M. Strategic Marketing Planning. (3) Three hours of lecture per week. Prerequisites: All core courses. Formerly Business Administration 299D. Strategic planning theory and methods with an emphasis on customer, competitor, industry, and environmental analysis and its application to strategy development and choice.
