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MKTG Customer-Focused Product Marketing

Environmental Law: Pollution/Harms to Public Health

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Environmental Law
Pollution/Harms to Public Health

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Business Law: General
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Business Law: Antitrust & Trade Regulation
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Business Law: Art Law
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Business Law: Commercial Transactions & Licensing
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Business Law: Employee Benefits
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Path " Business Law : Estate Planning does not include this course.
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Business Law: Finance: Banking & Bankruptcy
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Business Law: Finance: Capital Markets, Financial Reporting, Corporate Governance
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Business Law: International
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Business Law: Media, Entertainment, Sports
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Business Law: Mergers & Acquisitions
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Business Law: Real Estate
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Business Law: Tax Law
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Business Law: Venture/Entrepreneurship
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Path " Civil Rights/Liberties : General does not include this course.
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Path " Criminal Law : International Criminal Law & Immigration Law does not include this course.
Path " Criminal Law : White Collar Crime does not include this course.
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Education Law: General
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Path " Employment Law : General does not include this course.
Path " Employment Law : Employee Benefits does not include this course.
Path " Employment Law : Labor does not include this course.
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Environmental Law: General
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Environmental Law: Clean Tech
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Environmental Law: Conservation & Natural Resources
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Environmental Law: Energy & Climate Change
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Environmental Law: International
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Environmental Law: Pollution/Harms to Public Health
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Health Law: General
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Path " Health Law : Health Care Reform does not include this course.
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Health Law: Health Care Providers
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Health Law: Life Science Research Institutions & Companies
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Intellectual Property: General
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Intellectual Property: Computer Software
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Intellectual Property: Copyright Law
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Path " Intellectual Property : Cyberlaw & the Internet does not include this course.
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Intellectual Property: IT/Electronics
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Intellectual Property: Media, Entertainment, Sports
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Intellectual Property: Life Sciences/ Biotechnology
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Intellectual Property: Patent Law
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Intellectual Property: Trademark/Trade Secrets Law
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International Law: General
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International Law: International Trade
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Path " International Law : Public International Law does not include this course.
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Path " Litigation/ADR : General does not include this course.
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Public Interest Law: General
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Public Interest Law: Non-Profits
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Path " Public Interest Law : Direct Legal Services does not include this course.
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MKTG 343

Customer-Focused Product Marketing

Graduate School of Business

Recommended for route(s):

[ Transactional ] Environmental Law: Pollution/Harms to Public Health

Why it is relevant for ...

[ Transactional ] as a Relevant Course outside SLS for those interested in Marketing : Environmental lawyers representing entities may want to take 1 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

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