“Customer Relationship Management (CRM)”, fall 2018 - present
“Marketing Management”, fall 2015 - present
As the marketplace continues to adopt more electronic tools to facilitate business processes and expand to the international arena, the discipline of marketing is emerging as more important than ever in helping organizations better assure their on-going viability. This course provides an overview of marketing as a management process. Upon its successful completion, students will gain the ability to make better business decisions by understanding how to assess the marketing environment, design and conduct marketing research, and determine what elements are most important to customers as they make purchasing decisions. Topics covered include the use of marketing tools to develop and manage actual products and services, how to maximize prices on those products and services, how to distribute products and services, and how to promote them. Finally, discussions will take place on how to compile the marketing information and decisions in a strategic plan that helps guide organizations' offerings to commercial success. This course will involve the use of some quantitative skills and analysis. Familiarity with Excel, some level of data visualization and comfort/understanding of basic statistics & economics concepts is highly recommended.
“New Product Innovation & Branding”, spring 2016 – present
The objective of this course is to help you to develop a clear understanding of basic concepts concerning management of product innovation and branding. I plan on teaching this course in two modules, (a) New product innovation and (b) Branding.
In the first module, we will discuss how changes in competition, customer demand, and technology impact the new product development process. We will also discuss various research methods that are commonly used in idea generation, prototype building and new product forecasting. Case studies of actual firms will be analyzed in order to examine successes and failures in the context of real product development scenarios.
In the second module, we will dive into the world of branding. Building and effectively maintaining brand equity is among the top priorities of most companies. Effective brand-building and brand management drives superior financial results, consumer loyalty and competitive advantage. Some of a firm’s most valuable assets are the brands that it has invested in and developed over time. Although manufacturing processes can often be duplicated, strongly held beliefs and attitudes established in consumers’ minds cannot. We will address these key questions:
1. What makes a strong brand?
2. What are the key elements in crafting and driving brand strategy?
3. How do you build brand equity?
4. How do you capitalize on brand equity to expand your business?
In addressing these objectives, the course will provide you with an understanding of a) the important issues in planning and evaluating brand strategies and b) the appropriate concepts and techniques to improve the long-term profitability of brand strategies. I will be adopting an analytical approach (depending heavily on data) in this class. You will be learning several analytical tools such as perceptual mapping, conjoint analysis, and diffusion modeling in this course. These tools, though labor intensive, are extremely useful in the business world.