Marketing専攻について

BabcockではMarketing分野にもかなり力を入れており、専門科目の開講クラス数に関しても看板専攻のFinanceに次ぐ多さを誇ります。教授に関してもベテランからかなりの若手までを揃えており、毎年一定の割合の教授が頻繁に入れ替わるなど、常に更なるクラスのクオリティ追求を探っています。

また、毎年二月にはMarketing Summitというケースコンペティションが開催され、University of Washington, University of Virginia, Michigan State University, Indiana University, Hong Kong University, Dartmouth College, University of California-Berkeley等の大学から選抜されたチームが集い、2日間に渡る死闘を繰り広げます。例年、Coca-cola,Yahoo!,Motorola等の大企業がスポンサーにつき、優勝チームには$5,000、2位$3,000、3位$2,000等の賞金が授与されるスケールの大きなイベントです。

主なMarketing専門科目は以下の通り（コース説明はsyllabusからの抜粋）

#Brand Management

Course Overview:The purpose of this course is to acquaint you with the concepts and methods involved in contemporary brand management. To that end, the course incorporates several types of learning approaches. These include case analysis and discussions of prominent books on branding practice and theory. Deliverables include both team and individual work.

#Buyer Behavior

Course Overview:Another name for this course could be “What Makes Consumers…Consumers?” The intent of this course is to provide you with an understanding of both the internal, psychological factors (affect and cognition) and the external factors (the environment) and their impact on consumer behavior. It will also examine the reciprocal influences between behavior, affect and cognition and the environment and how marketing strategy interacts with each. The assignments for each meeting will address both theory and practical demonstrations of consumer behavior. The intent is to provide you with insights as to why consumers act as they do in the marketplace in a way that will be both practical and useful to you as you develop marketing strategies. Class will be very interactive and as such you should be prepared to participate at all times.

#Marketing Channel Management

This course deals with the management of a firm’s marketing channels through the design and implementation of a Go-to-Market Strategy. Consultant Lawrence G. Friedman describes go-to-market strategy as:
“A game plan for reaching and serving the right customers in the right markets, through the right channels, with the right products and the right value proposition. The purpose of go-to-market strategy is to create a powerful, winning total customer experience that will:
•Attract, win, and retain the most desirable customers,
•While driving high sales and market share growth,
•At the lowest possible cost.”
Course instruction will rely upon case discussions, in-class exam, discussions of current articles, and an individual report.

#Marketing Strategy&Planning

Overall Learning Objectives_At the end of this 8-week course, you will:
1.Have a thorough understanding of Marketing Strategy, and its importance in growing customer value and profitability.
2.Be able to construct a comprehensive Marketing Plan, with appropriate objectives, strategies, and tactics, across a full range of marketing mix elements.
3.Know how to identify and formulate creative Marketing Strategies which will increase business-building effectiveness.
4.Have demonstrated an ability to think and write more strategically.

#Marketing Research

Topics:General marketing research topics to be covered in this course include:
- Research design and implementation,
- Valuing marketing research,
- Primary and secondary data collection methodologies,
- Attitude measurement and questionnaire design,
- Experimental design, and
- Sampling issues and techniques. Analytical techniques to be covered in this course and representative applications include:
- Analysis of variance (ANOVA) and its use in understanding preference and behavioral differences between market segments,
- Multidimensional scaling and its use in product positioning,
- Conjoint analysis and its use in designing new products and services,
- Multiple and logistical regression and their use in and understanding relationships between dependent variables such as sales, and independent variables such as store location and advertising expenditure,
- Chi-square analysis (contingency tables, cross-tabs) and its use in determining purchase differences between market segments,
- Cluster analysis and its use in target market identification, and
- Discriminant analysis and its use in market segmentation and prospect identification.

#International Marketing

Objectives:This course is intended to familiarize you with the basic issues and practices in International Marketing. We will examine the global marketing environment, macro issues that have a direct impact on marketers, applications of marketing elements and practices internationally, the impact of culture on both marketing programs and marketing management, as well as newly emerging issues on the global marketing scene.

#New Product Introduction

Purpose & Scope of Course
•Combines what your have learned in individual classes in marketing, marketing research, advertising and finance.
•Hands on/real world experience
–minimal lecturing
–no text
–work in teams

#Pricing: Revenue Management

Revenue management (or sometimes “yield management”) is an integrated systems management process for analyzing capacity planning, order selection, inventory allocation, and pricing decisions. Some have described revenue management as the most integrated business process tool, system, or management philosophy. Revenue Management systems involve getting finance to plan for and ops to deliver what sales and marketing can sell to the right customer at the right time, all at the right value-based price. The key to implementation is often getting Marketing and Sales managers to agree to receive bonuses based on ops plan fulfillment and getting Operations managers to agree to bonuses based on realized margins. Again, the key is integration, integration, integration with a systems management commitment and an optimization viewpoint. To that end, I will conduct a laboratory on Friday mornings (9:30-11) throughout the semester using an HBS simulation package, Universal Rental Car Pricing, to help you acquire a systems management orientation to capacity planning and pricing.