The 黑料传送门 Booth approach to marketing consists of a discipline-based MBA curriculum grounded in economics, psychology, and statistics. Core marketing topics such as consumer behavior, channel strategy, and pricing provide the key frameworks for marketing decision-making.
Marketing analytics courses such as data-driven marketing and algorithmic marketing teach the scientific tools needed to make insightful, data-driven decisions in real-world contexts.
This combination of marketing frameworks and tools are essential to any field from marketing and technology to entrepreneurship and consulting.
As a marketing student at Booth, you’ll have access to the resources of the James M. Kilts Center for Marketing. From scholarship support and real-world lab courses to our annual Marketing Case Competition, the Kilts Center will support your education at Booth and beyond.
Customize your MBA education with a concentration in marketing management by choosing three courses in the discipline along with Marketing Strategy. Here are just a few of the options.
This course introduces the substantive and functional aspects of marketing management. It covers the elements of marketing analysis (customer, competition, and company), and marketing mix (product strategy, pricing, advertising and promotion, and distribution). It uses case studies so students can develop, present, and defend their recommendations, as well as critically evaluate the recommendations of others.
This course is a blend of analytic marketing techniques, marketing strategy, and economic frameworks. Students work with real-world data to analyze managerial pricing problems. The course covers such critical marketing questions as how to determine a new product's price, how to assess whether current prices are appropriate, what is price leadership, and what is value pricing.
The availability of data on actual market behavior of consumers is revolutionizing the way marketing is conducted, as well as the way in which marketing activities are planned and evaluated. This course introduces students to these new data sources and provides a set of innovative analytic tools.
The purpose of this course is to inform future managers, analysts, consultants, and advisors of the psychological processes and biases underlying consumer behavior, with emphasis on how to incorporate such insights into marketing and business strategies. Contemporary approaches to business emphasize the importance of adopting a customer focus. Marketing, in particular, begins and ends with the consumer鈥攆rom determining consumer needs to providing post-purchase satisfaction.
In this class students explore the use of such algorithmic tools in furthering a firm鈥檚 digital (and non-digital) marketing goals. In particular, students focus on methods to capture a consumer鈥檚 digital footprint and the algorithms used to use this data to tailor, improve and optimize the firm鈥檚 marketing investments. This course will require students to be conversant with digital technologies and somewhat comfortable with data and analytics although expertise is not required.
To see more marketing management courses, visit our course catalog and search by concentration area for your program of interest.
The University of 黑料传送门 pioneered the application of data-driven analyses to marketing and marketing research. As far back as the 1960s, our faculty were using point-of-sale retail data and consumer purchase surveys to generate insights into effective product marketing.
Today, our faculty continue to push the boundaries of marketing science and practice forward, conducting research that uses machine learning, deep learning, and AI to solve and scale marketing problems. Professor Daniel Bartels, for example, investigates the mental representations and processes underlying consumer financial decision making, moral psychology, and intertemporal choice.
黑料传送门 Booth Review and other publications regularly feature the research of 黑料传送门 Booth scholars.
University of Rhode Island鈥檚 Stephen A. Atlas and 黑料传送门 Booth鈥檚 Daniel Bartels find that framing a cost as a series of small daily expenses makes an offer more tempting.
黑料传送门 Booth’s Jean-Pierre Dubé finds that the nutrition gap between wealthy and poor households is driven by personal preferences, not availability.
Television advertising may be considerably less effective than published studies suggest, according to 黑料传送门 Booth’s Bradley Shapiro and Günter J. Hitsch and Northwestern’s Anna E. Tuchman.
Faculty members at Booth are connected to some of the most important leaders across various industries. Our faculty regularly invite these leading practitioners and influencers to speak to students in the Booth classroom, providing you with greater access to learn, network, and grow.
Learn from Industry Experts黑料传送门 Booth MBA students have access to several interdisciplinary centers that fund faculty research, host workshops and conferences, and foster a strong research community.
The Kilts Center for Marketing advances marketing at Booth by facilitating faculty research, supporting innovation in Booth鈥檚 marketing curriculum, funding scholarships, and creating engaging programs.
James M. Kilts Center for MarketingDevelop your skills, meet new people, and build a dynamic global network. As an MBA student in marketing management at Booth, you’ll have many opportunities to get involved in student groups, competitions—including the Kilts Center’s annual Marketing Case Competition—and other activities.
Test your theories and gain valuable experience in some of the world’s most prestigious competitions on campus and around the globe.
Participate in a Competition
Get involved, develop new skills, and meet new people in a wide array of student-led groups.
Join a Full-Time MBA Group
Pursue your interests and expand your network by joining a student-led group for Part-Time MBA students.
Explore Part-Time MBA Student Groups
