COURSE NUMBER: EWMBA 261-11

Please note that this description was taken from a previous semester. New information will be posted when available.

COURSE TITLE: Marketing Research: Tools and Techniques for Data Collection and Analysis

UNITS OF CREDIT: 3 Units

INSTRUCTOR: Ming Hsu

E-MAIL ADDRESS: mhsu@haas.berkeley.edu

CLASS WEB PAGE LOCATION (HTTP URL):

MEETING DAY(S)/TIME: Saturdays, 9am-12pm

PREREQUISITE(S): Core

CLASS FORMAT: Case discussions, Lecture

REQUIRED READINGS: Text,Case packet

BASIS FOR FINAL GRADE: Class project, In-class participation, Strategy Simulation

ABSTRACT OF COURSE'S CONTENT AND OBJECTIVES:
This course looks at strategic decision-making in markets, requiring a broad understanding of methods for creating advantage at both the industry and the firm level, of the cross-functional impacts of strategic decisions, and of appropriate investment and performance management frameworks. The course covers material that would be in an extended version of the core, brings together concepts introduced in marketing, strategy, and micro in the core courses (with also elements of finance, and organization behavior), and presents an in-depth look at strategic decisions at the top management level. The class format is an equal split between lectures, case discussion, and a computer simulation.

We will cover a number of topics starting with industry analysis, R and D and new product development, and the magic triangle of segmentation, targeting and positioning. We will also cover the strategic aspects of competition, pricing, advertising, product line management, and market diagnostics. Towards the last few weeks, we will examine how the discussed strategies can be applied or changed in the world of online marketing. The course provides a framework for analyzing the strategies of companies, identifying strategic synergies, and understanding a company’s core strengths. The course is designed to be essential for students interested in careers in strategic management consulting, as marketing or brand managers, or in mergers and acquisitions.

BIOGRAPHICAL SKETCH:
http://facultybio.haas.berkeley.edu/faculty-list/hsu-ming