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 decisions that managers make and the tools that they use to successfully implement marketing strategies. The course uses class projects, hands-on exercises, case studies, and class discussions to explore the implementation of marketing strategy through what is traditionally called the “marketing mix.” As we progress in the course, it will become apparent that the different elements of the marketing mix are interrelated and must all be framed as part of an integrated marketing strategy.
This is a half-term course.
Professor Shriver is an empirical researcher who utilizes microeconomic and industrial organization theory to build econometric models of supply and demand. His research focuses on problems involving technology adoption, network effects, market entry and strategic competition. His recent papers have investigated the role of network effects in consumer/retailer adoption of alternative motor fuels and the relationship between content production and link formation in...