Advertising Management
MKTG 6540 (01) (CRN 12478)
3 credits
Thursday, December 21, 2023 to Monday, January 15, 2024
Asynchronous Online
Professor: William Natlo
This course provides a comprehensive overview of advertising and promotional processes, and develops strategies facilitating managerial decisions in the areas of advertising, public relations, sales promotion, and direct marketing. This course analyzes the importance and influence of advertising in the changing marketplace; provides students with an integrated approach for analyzing marketing communication opportunities; develops the capability for designing, implementing, and evaluating advertising campaigns; and promotes an understanding of the different methods of measuring advertising effectiveness. (Prerequisite: MKTG 5400)
This course may be open to visiting students. In addition to meeting the prerequisites (MKTG 5400 or equivalent), visiting students need to obtain approval from the Marketing Chair and should email Dr. Camelia Micu at cmicu@fairfield.edu.
Category Management and Shopper Insights
MKTG 6560 (01) (CRN 12477)
3 credits
Thursday, December 21, 2023 to Monday, January 15, 2024
Asynchronous Online
Professor: Andrew Blum
In this course, students will learn how retailers and manufacturers engage in a collaborative process to manage a product category at retail for the purpose of optimizing shopper satisfaction to increase revenues and profits. The course imparts students with hands-on training on how to analyze retail POS (Point of Sales) data (syndicated scanner data). An emphasis will be given to data interpretation and implication on strategic and tactical decision making related to product assortment, shelf set, promotion, and pricing decisions for the purpose of generating store traffic, improving shopper loyalty, and ultimately increasing revenues and profitability. Students will learn how to leverage insights through a combination of case studies, workshops and by creating compelling, fact-based presentations. (Prerequisites: MKTG 5400, MKTG 6520)
This course may be open to visiting students. In addition to meeting the prerequisites (MKTG 5400, MKTG 6520 or equivalent), visiting students need to obtain approval from the Marketing Chair and should email Dr. Camelia Micu at cmicu@fairfield.edu.
Multivariate Analysis for Consumer Insights
MKTG 6580 (01) (CRN 12472)
3 credits
Thursday, December 21, 2023 to Monday, January 15, 2024
Asynchronous Online
Professors: Rajasree Krishnankutty NairRajamma, Mark Ligas, Camelia Micu, Iman Naderi, Michael Sciandra
With unprecedented growth in data availability, companies are increasingly focusing on data driven decision making in marketing. As most of this data is multivariate, an understanding of statistical techniques used to analyze it gains paramount importance.
The objective of this course is to develop skills with a range of procedures for multivariate data analysis involving dimension reduction, pattern recognition, classification, and prediction. Students will engage in experiential exercises that require utilizing statistical software to organize and analyze data, interpreting the results, and presenting actionable conclusions for decision making.
This course may be open to visiting students. In addition to meeting the prerequisites (MKTG 5400, MKTG 6520 or equivalent), visiting students need to obtain approval from the Marketing Chair and should email Dr. Camelia Micu at cmicu@fairfield.edu.