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Courses Typically Available to Marketing APC Students

Here is a list of courses that are typically available to students pursuing the Advanced Professional Certificate (APC) in Marketing. Please note:

 
Advertising
This course develops a framework for managing the advertising function within the larger context of integrated marketing communications. It surveys brand positioning and all the marketing communications tools, particularly advertising, which are essential to creating and maintaining a brand identity. Also covered: identifying target markets, establishing advertising objectives and strategies, budgeting, media planning and evaluation of advertising effectiveness.
Pre-requisite: Marketing

Business of Producing
The course is designed to provide students with a framework for understanding the dynamics of producing a finished creative product in the entertainment and media industries. Covers the process of feature production from the initial concept of the story, through script development to completion of the project. All the facets of the production process are explored, including script selection, finance, budgeting, timetable development, team building, talent selection, contract and union negotiating, regulation, and technology. Guest speakers include producers on independent movies, network TV, cable, syndicated TV, radio, and TV commercials.
Pre-requisite: Marketing
 
Business of Sports Marketing
The business of sports has become a persistent and integral part of our economy, specifically in the multimedia and entertainment arena. This is a specialized course for the MBA student interested in expanding knowledge of the sports industry as a business and as a world economic force. It provides students with a framework for understanding the scope of the sports business across the various leagues, the venues, the athletes, and their relationship to internal and external factors, the infrastructure, the professional support system, and the marketing applications that drive this complex and growing multi-billion-dollar industry.
Pre-requisite: Marketing
 
Consumer Behavior
This course studies the consumer as a decision maker. It examines social and psychological influences on purchasing decisions, emphasizing their implications for marketing strategy. Topics include the consumer as a decision maker; motivation attitudes and their effect on behavior, information processing, consumer risk, and demographic, social, and cultural influences on purchasing behavior. Applications to advertising, product, and segmentation strategies as well as Web-based applications of consumer behavior are highlighted.
Pre-requisite: Marketing

Entertainment & Media Industries
This course serves as a foundation for those interested in Stern's Entertainment, Media, and Technology (EMT) program. It provides a framework for understanding the key marketing, economic, and strategic issues facing organizations in the entertainment industry. Covers key sectors of the entertainment industry, focusing on film, television, home video, cable, music, publishing, sports, and new media. The course utilizes lectures and cases studies.
Pre-requisite: Marketing

Global Marketing Strategy
This course examines the development of international marketing programs, from determining objectives and evaluating international market opportunities to coordinating strategies in world markets. It differentiates between global and multi-national approaches to all elements of the marketing mix. There is an emphasis in the application of marketing principles in the multinational environment and the cultural influences that require adaptation of strategies in diverse markets.
Pre-requisite: Marketing
 
Marketing
This course provides an overall view of marketing in a customer-driven firm, focusing on essential marketing skills needed by successful managers in all business functions. Topics include how individual and organizational consumers make decisions, segment markets, estimate the economic value of customers to the firm, position the firm's offering, effective marketing research, new product development and pricing strategies, communicate with consumers, estimate advertising's effectiveness, and manage relationships with sales force and distribution partners. The course also studies how firms must coordinate these different elements of the marketing mix to insure that all marketing activities collectively forge a coherent strategy. The importance of combining qualitative and quantitative concepts in effective marketing analysis is also examined. The course uses a combination of lectures, class discussion, and case analysis. Marketing is a core course and assumes no prior knowledge of marketing. However, there are certain concepts from Firms & Markets that students should have mastered, including: price elasticity of demand, price discrimination, marginal cost, marginal revenue, efficient scale for production capacity, diminishing returns, utility functions and utility curves.

Marketing for Entrepreneurs
This course is an elective with the objective of providing a strategic decision-making perspective in entrepreneurial marketing. It is designed for MBA students who are interested in examining the marketing strategies and methods used by start-up, early-stage companies, and small-business enterprises, comparing conventional marketing with entrepreneurial marketing. The focus of the course is tying together strategic issues such as segmentation, branding and resource allocation combined with specific marketing activities available to the entrepreneur. This course clarifies key marketing concepts, methods, and strategic issues relevant for start-up and early-stage entrepreneurs.
Pre-requisite: Marketing

Marketing Metrics
The marketing metrics in this course fall into three broad categories: capabilities, inputs, and outputs. Capabilities are the strength and resources possessed by an organization. Inputs refer to the effort and budget put into various marketing resources/activities. Outputs refer to the impact of those activities on the customer, product market, and financial market levels. This course focuses on providing you with the tools and approaches to gauge the impact of marketing expenditures. More specifically, you will learn the currently available marketing metrics, determine the most appropriate marketing measures for a company, determine whether data is available or needs to be created, and learn how to construct a marketing measurement system or dashboard to enable return on marketing Investment (ROMI)-driven decisions. At the conclusion of this course you will be better able to evaluate the effectiveness of marketing spending/value investing.
Pre-requisite: Marketing

Marketing Planning & Strategy
Approximately 95 percent of a brand manager's responsibilities involve the development, execution, evaluation, and refinement of marketing plans. In this tremendously practical, semester-long course, developed based on best practices at top marketing companies, students are guided through the entire marketing plan process. Teams then apply the learning to create comprehensive plans for "real" brands at "real" companies, in the industry of their choice. The course covers the ins and outs of brand positioning, marketing plan budget setting, pricing strategy development, and volume forecasting. Media plans and ads are created, as well as consumer promotion, trade promotion, direct marketing, Internet marketing and viral/buzz marketing plans.
Pre-requisite: Marketing
 
New Product Development
New products and services are vital to the success of all companies. However, innovation is risky and most new products fail in the marketplace. Thus, expertise in the design and marketing of new products is a critical skill for all managers, inside and outside of the marketing department. In this course, we first focus on the tools and techniques associated with analyzing market opportunities and then focus on designing, testing, and introducing new products and services. Both quantitative and qualitative approaches are covered. In particular, the course covers the new product development process, market entry strategies, how to generate new product ideas, mapping customer perceptions, segmentation, product positioning, forecasting market demand, product design, and advertising and product testing. It emphasizes how to incorporate customers and competitors into all of these aspects of new product development. In contrast, a related course Technological Innovation and New Product Development, MGMT-GB.3356, emphasizes organizational issues associated with new product development.
Pre-requisite: Marketing
 
Pricing
Pricing is one of the most important but least understood marketing decisions. This course is designed to equip participants with the frameworks, techniques, and latest thinking on assessing and formulating pricing strategies. We will learn the process of making pricing decisions and explore innovative approaches for setting prices. The emphasis of the course is on ways in which you can help firms in diverse industries to improve their pricing. The topics of discussion include pricing of durable goods, pricing of consumer package goods, pricing of service, pricing of informational goods, new product pricing, price promotions, behavior-based pricing, price bundling, nonlinear pricing, targeted pricing, pricing through a distribution channel, dynamic pricing, etc. Course work consists of in-class discussion, case studies and teamwork. Upon successful completion of this course, you will (a) gain a solid understanding of pricing practices across different industries, (b) learn state-of-the-art frameworks for analyzing pricing issues, and (c) master the essential techniques for making profitable pricing decisions with strategic thinking.
Pre-requisite: Marketing
 
Research for Customer Insights
This course emphasizes the organization, processes, and applications of marketing research in making business decisions. Topics include steps in marketing research, questionnaire construction, experimental design, sampling methods, tests of hypotheses, data analysis, evaluation of research costs to results achieved, and applications of research to marketing decision areas. It requires a research project involving data collection and analysis.
Pre-requisites: Statistics and Data Analysis, Marketing
 
Social Media
This course is designed to provide managers with a framework for understanding and succeeding in the social media space. The course covers trends in the industry and foundational pieces, including but not limited to: social business, social features, analytics, sustainability. In this course you will learn the basic concepts, terms and principles that apply to the social media industry, analyze the activities of the leading social media companies and applications through articles, case studies, and lectures, become familiar with key strategic issues across all the social media sectors, and gain an understanding of and appreciation for the challenges involved in managing social media products. The final project is designed to give you an opportunity to use multiple perspectives to improve a company's social media strategy or social business culture.
Pre-requisite: Marketing
 
Television Management
This course is designed to provide a comprehensive look at the world of marketing in the television industry as it is practiced today and how it will change from today to 2010 in the television and advertising fields. It provides a look further into the 21st century and the new digital age of television. Marketing, in this course, encompasses both the marketing of television to the viewer and television advertising time to the advertiser. It also examines the emergence of the Internet and its impact on the television industry today and tomorrow. Emphasis is on the marketing implications of the convergence of the television and the computer, particularly as it pertains to changes in the role of advertising.
Pre-requisite: Marketing