MKTG Customer-Focused Product Marketing
Business Law: Antitrust & Trade Regulation

Transactional
Business Law
Antitrust & Trade Regulation

Business Law: Finance: Capital Markets, Financial Reporting, Corporate Governance
[ T ]

Business Law: Media, Entertainment, Sports
[ A ] [ L ] [ R ] [ T ]

Health Law: Life Science Research Institutions & Companies
[ T ]

Intellectual Property: Media, Entertainment, Sports
[ A ] [ L ] [ R ] [ T ]

Intellectual Property: Trademark/Trade Secrets Law
[ A ] [ L ] [ R ] [ T ]

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Item is good for 44 routes, rollover orange dots above to see which ones! MKTG 343 Customer-Focused Product Marketing Graduate School of Business Recommended for route(s): [ Transactional ] Business Law: Antitrust & Trade Regulation Why it is relevant for ... [ Transactional ] as a Relevant Course outside SLS for those interested in Marketing : Students interested in becoming transactional attorneys may want to take one or more courses on marketing to better understand some of the strategic and tactical marketing decisions faced by businesses. A number of courses focus on marketing strategy and the elements of marketing analysis: product strategy, pricing, advertising and promotion, and distribution. General course Description: The objective of this course is to understand customer preferences, perceptions, and behaviors for product planning (and, to some extent, pricing decisions). A dominant paradigm in the course is to conceptualize customers as choosing among products and services based on product positioning on multiple attributes/features. Methods for measuring customers' preference trade-offs, perceptions, and trial and repeat purchase behaviors are emphasized. Topics include: Conjoint Analysis (an approach to measuring the values customers place on various product features), and related methods; their use in determining benefit segments, and in evaluating alternative product and pricing decisions; methods for measuring and understanding customer perceptions and brand equity; simulated and real test markets for predicting the likely success of new products; and customer adoption of new product categories. This course is particularly appropriate for careers in marketing, management consulting, and product development and management. The course project is a critical part of the course requirement and is to be done by self-selected four-person teams. The project will involve "Conjoint Analysis" - an assessment of the values customers place on various attributes of a product or service. Each team will collect and analyze data from a sample of 40 respondents. The "product" can be industrial or consumer, durable or non-durable, product or service that is of interest to the team members. The course project teams will also participate in a brand competition. Course Style: A Substantive course teaches the law, theory, and policy in a particular area of law |