Required for all students, unless waived by passing an exemption examination. The format of the examination is a series of questions based on the content of the course. The course content is described in the syllabus for the course, which can be found on the MBA course syllabi page of the Marketing Division Web site. Students should not attempt the exemption examination unless they are thoroughly versed in the course content.
This course focuses on how to make effective and integrated marketing implementation decisions via the marketing mix. It follows directly from, and is tightly integrated with, B6601. Through a combination of lectures, cases, hands-on exercises, a brand management simulation and industry speakers, the course covers such topics as demand analysis, product/service management, pricing, distribution, promotions and integrated communications.
This is a half-term course.
John A. Howard Professor of Business
Professor Jedidi has taught New Product Development, Marketing Research, Managing Marketing Programs, and Applied Multivariate Statistics. He has extensively published in leading marketing, statistics, and psychometric journals, the most recent of which have appeared in the Journal of Marketing Research, Marketing Science, Management Science, the International Journal of Research in Marketing, and Psychometrika. His substantive research interests include pricing, new product development, and market...