Georgetown University McDonough School of Business

DESCRIPTIONS OF MARKETING ELECTIVES Key Competency Electives: MARK 227 – Branding Brands are a remarkably potent force within our society with a financial value measured in billions. They impact the lives of all of us. Managing them well is crucial to the success of the organization and its stakeholders. Yet too often marketing decisions regarding product policy, pricing, advertising or distribution are taken without taking into account their impact on brand equity or, conversely, optimally leveraging it. This course will explore and understand the importance of brands, what brands mean to consumers, and how they should be managed to the greatest benefit of the business. We will examine marketing strategy from a branding perspective, including the key issues involved in building strong brands and maximizing the value of existing as well as new brands. Credits: 3 Prerequisite: None

MARK 228 – Communications & Digital Media The purpose of this course is to introduce you to elements of strategic marketing communications, with particular emphasis on aspects of advertising and sales promotion strategy and digital media. The course is designed from the perspective of managers who will need to make decisions about elements of marketing communication programs and will focus on how advertising and promotions work as opposed to details of layout, copywriting and other specifics of ad creation. This course is based upon the idea that marketing communications – particularly in today’s increasingly digital marketing environment - is much more than just advertising and that an integrated marketing communications approach is critical to getting the most from a communications program. In order to effectively plan, implement and evaluate an organization’s communication program a firm

must understand the overall marketing process. Therefore, topics covered in this course will emphasize the role of marketing strategy, consumer psychology and behavior, communications theory, and media mix, with respect to their influence on developing an integrated communication plan. My hope is that this course will 1) increase your understanding of the important issues in planning and evaluating marketing communication campaigns and 2) provide you with the appropriate theories, models and other tools to make better advertising and promotion decision. While there is no one model, formula or framework for effective promotions or communication strategy, a goal of this course is to help you develop a way of approaching communication challenges using a mix of art and science, to develop and implement creative integrated marketing communication solutions. Credits: 3 Prerequisite: MARK 220

MARK 229 – Marketing Across Borders Fundamental concepts, principles, and theories of marketing in an international setting are considered. The course focuses on the techniques of entering foreign markets; conducting marketing research studies in foreign markets; and the development of product, pricing, and promotional, and distribution policies and strategies for foreign markets. The material is presented from the point of view of marketing managers. Cases and original studies are discussed. The course is designed to provide a comprehensive and up to date overview of international marketing and institutions involved in the process. Although there is an underlying universality to the basic principles of business administration, it is in the application of these principles that people in international marketing encounter unique problems. Theory will be emphasized for a normative understanding; practical aspects are focused on to show the relation of theory to "real life." The main

emphasis will be on the increasing impact that international markets will have on companies globally and in their domestic markets. The focus will be on identification and analysis of environmental differences in terms of opportunities and challenges. How international marketers adjust and should adjust to these differences is analyzed. Problematics will be analyzed from the point of view of small and medium-¬sized firms as well as multinational corporations. Incorporated will also be the views of both consumer-oriented and industrial companies as well as service-related businesses. Credits: 3 Prerequisite: MARK 220

Industry Specific Electives: You are encouraged to take two of the following four halfsemester courses to complete the equivalent of a 3-credit, industry-focused elective.

MARK 231 – Luxury Marketing The course focuses on the business of “luxury goods” and how marketers create and sustain brands for which customers are willing to pay very high prices. This course will provide a framework and a set of concepts focused on the luxury goods industry but interrelated to the core marketing concepts taught at Georgetown. The course will be based on the customer-centric retail marketing concept and will examine customer buying behavior and the marketing strategies luxury goods companies use: product development, branding and communications, distribution channels and pricing strategies. The course is predicated on the idea that while all marketing involves common underlying strategic frameworks, there are specific differences between luxury goods marketers and mainstream marketers. A global perspective and examination of variations in foreign retail markets are underpinnings of the course. Cases, readings, and original studies are discussed. Credits: 1.5 Prerequisite: MARK 220

create and sustain compelling value offerings to their customers and develop competitive advantage in an era of rapidly changing consumer behavior and competitive offerings This course will provide a framework and a set of concepts focused on the retail industry but interrelated to the core marketing concepts taught at Georgetown. The course will be based on the customer-centric retail marketing concept and will examine the structure of retailing and distribution channels; customer buying behavior; retail marketing strategy; location decisions; product/merchandise planning; retail communication mix; and pricing strategies. A global perspective and examination of variations in foreign retail markets are underpinnings of the course. The material is presented from the point of view of marketing managers. Cases and original studies are discussed. Credits: 1.5 Prerequisite: MARK 220

MARK 233 – Sports Marketing This course presents an overview of the marketing of sports at the professional and collegiate levels, as well as the use of sponsorships by commercial enterprises in the marketing of products and services. Class projects emphasize original research into sports marketing topics in collaboration with industry professionals. Credits: 1.5 Prerequisite: MARK 220

MARK 237 – Advertising & Public Relations Management The essentials of advertising campaign planning including media strategy, positioning, and advertising design culminating in a comprehensive plan for a specific product. Especially valuable for students planning a career in advertising. Students participate in the American Advertising Federation Student Competition. Credits: 1.5 Prerequisite: MARK 220

MARK 232 – Global Retail Marketing Fundamental concepts, principles, and theories of retailing in a global setting with an emphasis on retail marketing are considered. The course focuses on the strategic decisions that global retailers must make to

*Please note that this course may not be offered in 2017-2018.