79 courses with the subject MKTG, each shown exactly as we captured it from the college's catalog, with every element we hold. Where the wording looks broken, that is our reading of the catalog, not the college's text.
MKTG 0001Viral Marketing
Why do some products catch on and become popular while others fail? Why do apps and services take off while others languish? And why do certain ads, messages, or ideas stick in memory while others disappear the minute you hear them? Diffusion, social media, word of mouth, and viral marketing have become important topics for companies, brands, and organizations. Marketers want their product to be popular, organizations want their social change initiative to catch on, and entrepreneurs want their ideas to stick. This course investigates these and other topics as it explains how things catch on and become popular. Fall, Spring, and Summer Terms 0.5 Course Units 2026-27 Catalog | Generated 08/03/26
The purpose of this course is to provide students with working knowledge e of the major theories and research findings in the area of consumer behavior. The goal of this course is for students to gain a deeper understanding of the psychologies behind behaviors, judgments, and decision-making, and to gain insight into how to apply them to influence behavior in the marketplace. By the end of this course, students should not only be familiar with a large body of consumer behavior literature, but should also be able to identify theories as they play out in the real world, and be able to apply behavioral principles to a variety of marketing problems. 0.5 Course Units
Persuasion is part of the fabric of our everyday life. Governments, commercial entities, political leaders, corporations and institutions, social and public health groups, and even intimates engage in persuasive efforts. This course provides a comprehensive overview of influence techniques, emphasizing contemporary theories and ways to present your ideas in a persuasive way. Beginning with fundamentals of negotiations, the course progresses to explore the intricate relationships between attitudes and behaviors. The journey encompasses cognitive as well as emotional biases and will equip students with a toolbox of science-based persuasion techniques. In particular, students will learn some hands-on tactics in the domains of data visualization, communication of numbers, and persuasive writing. "The Art and Science of Influence" is not just a course, it is a transformative exploration of the mechanisms that shape our choices, beliefs, and actions in a world full of persuasive forces. Not Offered Every Year 0.5 Course Units
The purpose of this course is to provide students with an opportunity to learn and apply the major frameworks, principles, and practices of effective advertising management as part of an Integrated Marketing Communications (IMC) program. By the end of this course, students should have a deep understanding of advertising, and the ability to think strategically across the functional areas of marketing communication. This class will focus on: 1) developing effective advertising and communications strategies; 2) crafting creative campaigns and advertisements; 3) making efficient selections and use of media more maximal impact; and 4) considering ethical questions related to advertising practices. The course will incorporate presentations of key concepts, in-class exercises, analysis of advertisements and IMC activities, and case discussions. 0.5 Course Units
MKTG 0005Behind the Screens: Unlocking Social Media Analytics
From TikTok trends to Formula 1 rivalries, from US Open tennis upsets to the latest must-have drop — social media shapes what’s trending, what we talk about, and what we buy. This 7-week course introduces students to social media analytics, blending real-world business insights, data driven analysis, and the technology behind today’s big digital moments. Students will explore how brands, influencers, and platforms harness data to make strategic decisions. Each week pairs real-world case studies with hands-on Python labs to teach how to collect, process, and analyze social media data. Industry examples from fashion, sports, and viral internet culture keep the content fresh and relatable. By the end of the course, students will have built a mini analytics project on a topic they care about — applying the tools professionals use to decode the digital world. This course has no prerequisites and is designed to be accessible to all students. No prior coding experience is required; all necessary Python skills will be introduced gradually during class. Each activity will be guided step by step to ensure full participation and confidence, regardless of background. For the assigned readings, students are asked to focus on selected sections, such as the introduction and data description, to gain a general overview. We will go through the more detailed parts together in class, so you can approach the readings without pressure and simply use them as a starting point for our discussions. 0.5 Course Units
The objective of this course is to introduce students to the concepts, analyses, and activities that comprise marketing management, and to provide practice in assessing and solving marketing problems. The course is also a foundation for advanced electives in Marketing as well as other business/social disciplines. Topics include marketing strategy, customer behavior, segmentation, customer lifetime value, branding, market research, product lifecycle strategies, pricing, go-to-market strategies, promotion, and marketing ethics. (This is the honors section of MKTG 1010 open only to Joseph Wharton Scholars). Mutually Exclusive: MKTG 1010 1 Course Unit
MKTG 2120Data and Analysis for Marketing Decisions
This course introduces students to the fundamentals of data-driven marketing, including topics from marketing research and analytics. It examines the many different sources of data available to marketers, including data from customer transactions, surveys, pricing, advertising, and A/B testing, and how to use those data to guide decision-making. Through real-world applications from various industries, including hands- on analyses using modern data analysis tools, students will learn how to formulate marketing problems as testable hypotheses, systematically gather data, and apply statistical tools to yield actionable marketing insights.
This course is a cross-functional overview of retailing – from types of retailers to current trends and strategies. The objective is to familiarize students with the retail business model in its various forms – from pure store-based retailers, to digital natives, and everything in-between. Topics will include structures & organizational models, channels & formats, real estate & locations, marketing & customer relationship management, the full merchandising cycle (planning & buying to display & pricing), and operations & technology. This knowledge will be fundamental to careers working for retailers themselves (e-commerce or omnichannel), but also in consulting to retailers, in banking or investing in the retail sector, or even starting a brand or retail concept. Those seeking more depth in product design & development, buying, planning, pricing, and visual merchandising should consider taking Retail Merchandising (MKTG 3060). Those seeking more depth in sourcing, distribution, fulfillment, and store/site operations should consider taking Retail Supply Chain Management (OIDD 3970)
MKTG 2270Analytics and AI in Digital Marketing and Social Media
Digital marketing plays a key role in shaping the modern economy, fueling modern business, affecting public policy, and enabling new forms of social communication. The field is also unique in its reliance on data analytics, consumer behavior and behavioral economics theories and advanced experimental technologies. Recently, generative AI and LLMs make it easier to create an abundance of content easily but also make it harder to garner online attention. MKTG 2270 provides a framework- driven and applied approach to understanding digital marketing and electronic commerce. The course is organized into two sections and utilizes relevant theory, empirical analysis, and practical examples, to develop the key learning points. Guest speakers will participate as well, as appropriate to augment class learning.
The ability to solve problems creatively has long been recognized as a hallmark of leadership, adaptability, and strategic advantage in the business world. But in today’s world—where artificial intelligence is reshaping how we think, design, and build— creative problem-solving is no longer just a competitive edge: it’s a core requirement. This course provides students with a comprehensive and practical understanding of how to generate innovative ideas systematically. We will explore not only how individuals and organizations have traditionally approached creativity, but also how the latest AI tools are transforming the process, from ideation to prototyping. Through lectures, case studies, hands- on activities, and a team-based final project, students will learn how to combine human insight with machine intelligence to generate meaningful, original, and valuable ideas—while examining the ethical and cognitive implications of AI-augmented innovation.
MKTG 2370Applied Neuroscience for Business Decisions
This course provides an overview of contemporary brain science and its applications to business. Students are first rapidly introduced to the basic anatomy and physiology of the brain and become familiar with important techniques for measuring and manipulating brain function. The course then surveys major findings in neuroscience with applications to business, including vision, attention and advertising; valuation and marketing; decision making; learning, innovation and creativity; social influence, team-building, and leadership; and discussion of the ethical, legal, and societal implications of applying neuroscience to business. Applications to business, education, sports, law, and policy are discussed throughout.
As consumers, we are constantly exposed to advertisements and experience visual messages from product packages in stores, retail displays, and products already owned. In essence, visual marketing collateral is omnipresent and is an essential part of corporate visual identity, strategy, branding, and communication. Some of this falls to creative graphic design, but advertising, design, and marketing can also be significantly enhanced by knowledge of how visual information and its presentation context can be optimized to deliver desirable and advantageous messages and experiences. This course will emphasize how to measure, interpret, and optimize visual marketing. This course will use lectures, discussions, exercises and a group project, to help students understand the underlying processes that influence our visual perception and visual cognition. Students will learn about the theoretical processes and models that influence, attention and visual fluency. Students will also be exposed to eye-tracking instruments that help measure eye movement. Finally, we will explore how visual stimuli can influence consumer memory, persuasion, and choice. We will examine practical applications in marketing, advertising, packaging, retail, and design contexts.
Companies are currently spending millions of dollars on data-gathering initiatives, but few are successfully capitalizing on all this data to generate revenue and increase profit. Converting data into increased business performance requires the ability to extract insights from data through analytics. This course covers the three pillars of analytics – descriptive, predictive and prescriptive – within the marketing context. Descriptive Analytics examines different types of data and how they can be visualized, ultimately helping you communicate your findings and strengthen your team’s or organization’s decision making. Predictive Analytics explores the use of data for forecasting. You will learn to utiliz various tools, including regression analysis, to estimate relationships among variables and predict future behavior. Prescriptive Analytics takes you through the final step — formulating concrete recommendations. These recommendations can be directed toward a variety of marketing actions, including pricing and social-platform outreach. Students will be exposed to several methods such as linear regression, logistic regression, multinomial regression, machine learning methods (e.g., neural networks and random forests). We will learn how to employ these methods for such managerial decisions as demand forecasting, pricing, and valuing customers. Overall, you will develop a data analytics mindset, learn new tools, and understand how to convert numbers into actionable insights.
The pricing decision process including economic, marketing, and behavioral phenomena which constitute the environment for pricing decisions and the information and analytic tools useful to the decision maker.
This course focuses on advertising via all media - print, digital, video, TV Internet, etc. Emphasis is placed on understanding the communication development process and consumer behavior (psychology), the measurement and evaluation of advertising effects, and developing appropriate media plans.
MKTG 2700Digital Social & E-commerce Marketing (1.0 cu) may be
included in the major. Permission from the undergraduate advisor Sara Jane McCaffrey (mcsa@wharton.upenn.edu) is required to substitute a related course. Only 1.0 CU out of the four total CU may be allotted to the aggregat of Global Modular Courses, Global Virtual Courses, Advanced Study Projects, Independent Study Projects, and/or Research Theses. 2026-27 Catalog | Generated 08/03/26
This course views marketing as both a general management responsibility and an orientation of an organization that helps one to create, capture and sustain customer value. The focus is on the business unit and its network of channels, customer relationships, and alliances. Specifically, the course attempts to help develop knowledge and skills in the application of advanced marketing frameworks, concepts, and methods for making strategic choices at the business level.
Which brands make you happy? Apple? Amazon? Starbucks? Everlane? Soulcycle? Sweetgreen? What draws you into these brands? How do companies create compelling brand experiences? How could you cultivate a well-loved brand? This course explores such questions with the goal of identifying the ingredients for building an inspired brand. The course is created for students interested in building a brand and/ or immersing themselves in the enhancement of an existing brand, and it is comprised of lectures, cases, guest speakers, discussions, in , and out of class exercises, and a final project. Broadly, the course will be divided into four parts: 1) Understanding Brand, 2) Crafting Brand, 3) Measuring Brand, and 4) Managing Brand. The course will provide students with an appreciation of the role of branding and (taking a consumer-centric approach) will augment students' ability to think creatively and critically about the strategies and tactics involved in building, leveraging, defending, and sustaining inspired brands.
This course is designed to equip students with the concepts, techniques, and latest thinking on pricing issues, with an emphasis on ways in which to help a firm improve its pricing. The orientation of the course is about practice of pricing, not theory. We will focus on how firms can improve profitability through pricing, look at how firms set their prices and how to improve current practices to increase profitability. The first part of the course focuses on how to analyze costs, customers, and competitors in order to formulate proactive pricing strategies. The second part focuses on price promotions, price bundling, price discrimination, versioning, nonlinear pricing, pricing through a distribution channel, dynamic pricing, etc.
MKTG 3060Retail Merchandising (Center Special Topic)
As a follow-on to Principles of Retailing (MKTG 2250), this course delves more deeply into both the fundamentals and recent trends in the end-to- end retail merchandising process. The objective is to familiarize students with both the theory and practice of planning, buying, designing, pricing, and displaying merchandise to consumers. This knowledge will be fundamental to careers working for retailers themselves (e-commerce or omnichannel), but also in consulting to retailers, in banking or investing in the retail sector, or even starting a brand or retail concept. Those seeking more depth in sourcing, distribution, fulfillment, and store/site operations should consider taking Retail Supply Chain Management (OIDD 3970).
Course titles and descriptions for Special Topics courses can be found in Path@Penn for the term in which they are offered. See "SECTION DETAILS" in Path@Penn for the course description and use the Syllabi@Wharton app to see the course syllabus.
Course titles and descriptions for Special Topics courses can be found in Path@Penn for the term in which they are offered. See "SECTION DETAILS" in Path@Penn for the course description and use the Syllabi@Wharton app to see the course syllabus.
MKTG 4010Marketing Analytics Capstone: Learning by Doing
Companies spend enormous amounts of money on data-gathering initiatives in order to increase profits. In order to go “from data to profit”, we must extract meaningful information from data and then translate the data-based insights into recommendations that are linked to business performance. This course uses marketing as an application area in which to practice these skills. In this course, you will: (1) Apply analytics knowledge to a complex “real world” case, with a focus on the synthesis of knowledge acquired across the curriculum; (2) Practice analytical thinking skills (analyzing and framing business problems and problem- solving techniques), including consideration of ethical issues; (3) Practice written and oral communication skills in a team environment, leveraging the experience you have developed in earlier years of the leadership Journey, and (4) Reflect on your own social and intellectual development over your time at Wharton and Penn. Overall, you will develop a data analytics mindset, learn new tools, and practice generating actionable insights from data.
The course develops students’ skills in using analytics to make better marketing decisions. Compared to other courses in marketing analytics, the focus is less on ‘what is happening?’ or ‘what will happen?’ and more on ‘what should we do?’ I.e., the course moves beyond descriptive and predictive analytics into prescriptive analytics. It covers a variety of topics, models and tools: (1) Marketing mix modeling & optimization, (2) Choice modeling, choice-based conjoint analysis & market simulators, (3) Modeling churn & maximizing customer lifetime value, and (4) Quantifying causal effects in marketing. The course requires familiarity with Excel and linear regression from the very first day, but is otherwise self-contained. Lectures are organized around a mini-case or illustrate the model/technique at hand through one or more real-life applications.
Other Wharton Requirements 33 Total Course Units 37 This is a PhD course. Students need instructor permission and a permit from the department to enroll. MKTG 2540 and MKTG 2880 cannot both be taken for credit. Special Topics and Experimental courses: Subject to approval of department concentration advisor. MKTG 2370 replaced Special Topics course MKTG 3510. MKTG 2370 and MKTG 3510 cannot both be taken for credit. MKTG 2380 replaced MKTG 3500 "Special Topics: Consumer 1 Neuroscience". MKTG 2380 and MKTG 3500 cannot both be taken for MKTG 4710 replaced MKTG 2710. MKTG 4710 and MKTG 2710 cannot both be taken for credit. Course Title Course
Marketing begins and ends with the customer, from determining customers' needs and wants to providing customer satisfaction and maintaining customer relationships. This course examines the basic concepts and principles in customer behavior with the goal of understanding how these ideas can be used in marketing decision making. The class will consist of a mix of lectures, discussions, cases, assignments, project work and exams. Topics covered include customer psychological processes (e.g., motivation, perception, attitudes, decision- making) and their impact on marketing (e.g., segmentation, branding, and customer satisfaction). The goal is to provide you with a set of approaches and concepts to consider when faced with a decision involving understanding customer responses to marketing actions.
This course is a cross-functional overview of retailing – from types of retailers to current trends and strategies. The objective is to familiarize students with the retail business model in its various forms – from pure store-based retailers, to digital natives, and everything in-between. Topics will include structures & organizational models, channels & formats, real estate & locations, marketing & customer relationship management, the full merchandising cycle (planning & buying to display & pricing), and operations & technology. This knowledge will be fundamental to careers working for retailers themselves (e-commerce or omnichannel), but also in consulting to retailers, in banking or investing in the retail sector, or even starting a brand or retail concept. Those seeking more depth in product design & development, buying, planning, pricing, and visual merchandising should consider taking Retail Merchandising (MKTG 8060). Those seeking more depth in sourcing, distribution, fulfillment, and store/site operations should consider taking Retail Supply Chain Management (OIDD 6970).
MKTG 7270Analytics and AI in Digital Marketing and Social Media
Digital marketing plays a key role in shaping the modern economy, fueling modern business, affecting public policy, and enabling new forms of social communication. The field is also unique in its reliance on data analytics, consumer behavior and behavioral economics theories and advanced experimental technologies. Recently, generative AI and LLMs make it easier to create an abundance of content easily but also make it harder to garner online attention. MKTG 7270 provides a framework- driven and applied approach to understanding digital marketing and electronic commerce. The course is organized into two sections and utilizes relevant theory, empirical analysis, and practical examples, to develop the key learning points. Guest speakers will participate as well, as appropriate to augment class learning.
The ability to solve problems creatively has long been recognized as a hallmark of leadership, adaptability, and strategic advantage in the business world. But in today’s world—where artificial intelligence is reshaping how we think, design, and build - creative problem solving is no longer just a competitive edge: it’s a core requirement. This course provides students with a comprehensive and practical understanding of how to generate innovative ideas systematically. We will explore not only how individuals and organizations have traditionally approached creativity, but also how the latest AI tools are transforming the process, from ideation to prototyping. Through lectures, case studies, hands- on activities, and a team-based final project, students will learn how to combine human insight with machine intelligence to generate meaningful, original, and valuable ideas—while examining the ethical and cognitive implications of AI-augmented innovation.
MKTG 7370Applied Neuroscience for Business Decisions
This course provides an overview of contemporary brain science and its applications to business. Students are first rapidly introduced to the basic anatomy and physiology of the brain and become familiar with important techniques for measuring and manipulating brain function. The course then surveys major findings in neuroscience with applications to business, including vision, attention and advertising; valuation and marketing; decision making; learning, innovation and creativity; social influence, team-building, and leadership; and discussion of the ethical, legal, and societal implications of applying neuroscience to business. Applications to business, education, sports, law, and policy are discussed throughout.
How can studying the brain improve our understanding of consumer behavior? While neuroscience made tremendous strides throughout the past few decades, rarely were meaningful applications developed outside of medicine. Recently, however, breakthroughs in measurement and computation have accelerated brain science, and created an array of opportunities in business and technology. Currently, applications to marketing research and product development are experiencing explosive growth that has been met with both excitement and skepticism. This mini course provides an overview of the neuroscience behind and the potential for these developments. Topics will range from well-known and widely used applications, from eye-tracking measures in the lab and the field, to emerging methods and measures such as mobile technologies, face-reading, and neural predictors of market response. This course is self-contained and has no prerequisites. However, students with some background in business, economics, psychology, and/or neuroscience are likely to find some of the material covered in this course complementary to their existing knowledge. Much of the foundational work in consumer neuroscience and neuroeconomics involves laboratory experiments. Accordingly, we will read and discuss several experimental papers and the craft of designing an experiment will occasionally be discussed. However, we will not dedicate significant time to the methodology of experimental design and analysis. As will become clear as the course progresses, “consumer neuroscience" can be used to study almost any aspect of consumer behavior.
As consumers, we are constantly exposed to advertisements and experience visual messages from product packages in stores, retail displays, and products already owned. In essence, visual marketing collateral is omnipresent and is an essential part of corporate visual identity, strategy, branding, and communication. Some of this falls to creative graphic design, but advertising, design, and marketing can also be significantly enhanced by knowledge of how visual information and its presentation context can be optimized to deliver desirable and advantageous messages and experiences. This course will emphasize how to measure, interpret, and optimize visual marketing. This course will use lectures, discussions, exercises and a group project, to help students understand the underlying processes that influence our visual perception and visual cognition. Students will learn about the theoretical processes and models that influence, attention and visual fluency. Students will also be exposed to eye-tracking instruments that help measure eye movement. Finally, we will explore how visual stimuli can influence consumer memory, persuasion, and choice. We will examine practical applications in marketing, advertising, packaging, retail, and design contexts.
MKTG 7470Marketing Strategy for Technology Platforms
This course focuses on the unique aspects of creating effective marketing and management strategies for technology-intensive on-line and off-line businesses. It addresses the effective competitive marketing strategies for winning in markets which are powered by technology: specifically, how firms create value for customers and how they can integrate technology in delivering a better consumer experience. While competitive marketing strategy is important for all managers, this course will be particularly useful to students who are planning to accept a position in leading technology companies, and marketing firms in which technology is likely to play an important role. In addition, the course will provide value to those who expect to work in consulting or investing in technology industries, and must analyze firm strategies.
The course provides a systematic presentation of the factors to be considered when setting price, and shows how pricing alternatives are developed. Analytical methods are developed and new approaches are explored for solving pricing decisions.
Why do some products catch on and achieve huge popularity while others fail? Why do some services and apps spread like wildfire while others languish? And what makes certain ideas stick while others fail? This course looks at these and other topics as it examines why things catch on. Marketers want their product to be popular, organizations want their initiatives to catch on, and entrepreneurs want their ideas to stick. Building on research from psychology, sociology, marketing, and economics, the course explores characteristics of products, services, and ideas that lead them to catch on, what makes ideas stick, and how social dynamics shape success. We’ll talk about viral marketing, growth strategies, the role of social media, and influencers. Whether you have a product, service, or idea you want to catch on, or just want to better understand social epidemics, this course will shed light on what drives success.
MKTG/STAT Applied Probability Models in Marketing 7760 2026-27 Catalog | Generated 08/03/26 MKTG 8090 OIDD 5250 OIDD 6360 OIDD 6420 OIDD 6430 OIDD 6530 OIDD 6590 OIDD 6620 OIDD 6670 REAL 8700 STAT 7010 STAT 7050 STAT 7100 STAT 7110 STAT 7220 STAT 7230 STAT 7240 STAT 7250 STAT 7700 STAT 7730 STAT 7770 STAT 9740 Up to 1 course CIS 5190 CIS 5200 CIS 5450 CIS 5500 CIT 5900 CIT 5910 CIT 5930 CIT 5940 CIT 5950 EDUC 5760 EDUC 6683 EDUC 7667 EDUC 7668 EDUC 7677 MUSA 5000 MUSA 5090 MUSA 5500 NPLD 7200 Select 5.5 cour Experiments for Business Decision Making (Center Special Topic) Thinking with Models: Business Analytics for Energy and Sustainability Scaling Operations: Linking Strategy and
This course will expose students to the theoretical and empirical "building blocks" that will allow them to construct, estimate, and interpret powerful models of consumer behavior. Over the years, researchers and practitioners have used these models for a wide variety of applications, such as new product sales, forecasting, analyses of media usage, and targeted marketing programs. Other disciplines have seen equally broad utilization of these techniques. The course will be entirely lecture-based with a strong emphasis on real-time problem solving. Most sessions will feature sophisticated numerical investigations using Microsoft Excel. Much of the material is highly technical.
This course views marketing as both a general management responsibility and an orientation of an organization that helps one to create, capture and sustain customer value. The focus is on the business unit and its network of channels, customer relationships, and alliances. Specifically, the course attempts to help develop knowledge and skills in the application of advanced marketing frameworks, concepts, and methods for making strategic choices at the business level. Not Offered Every Year Mutually Exclusive: MKTG 2770 0.5-1 Course Unit
Which brands make you happy? Apple? Amazon? Starbucks? Everlane? Soulcycle? Sweetgreen? What draws you into these brands? How do companies create compelling brand experiences? How could you cultivate a well-loved brand? This course explores such questions with the goal of identifying the ingredients for building an inspired brand. The course is created for students interested in building a brand and/ or immersing themselves in the enhancement of an existing brand, and it is comprised of lectures, cases, guest speakers, discussions, in and out of class exercises, and a final project. Broadly, the course will be divided into four parts: 1) Understanding Brand, 2) Crafting Brand, 3) Measuring Brand, and 4) Managing Brand. The course will provide students with an appreciation of the role of branding and (taking a consumer-centric approach) will augment students' ability to think creatively and critically about the strategies and tactics involved in building, leveraging, defending, and sustaining inspired brands.
MKTG 8060Retail Merchandising (Center Special Topic)
As a follow-on to Principles of Retailing (MKTG 7250), this course delves more deeply into both the fundamentals and recent trends in the end-to- end retail merchandising process. The objective is to familiarize students with both the theory and practice of planning, buying, designing, pricing, and displaying merchandise to consumers. This knowledge will be fundamental to careers working for retailers themselves (e-commerce or omnichannel), but also in consulting to retailers, in banking or investing in the retail sector, or even starting their a brand or retail concept. Those seeking more depth in sourcing, distribution, fulfillment, and store/site operations should consider taking Retail Supply Chain Management (OIDD 6970).
MKTG 89008930, 8950, 8970 and 8990: Beginning with the class3
entering Fall 2014, no more than 1.0 cu credit from MKTG 8900 (Advanced Study Project), MKTG 8950 (Global Business Week), MKTG 8990 (Independent Study) or MKTG 8930, MKTG 8960 and MKTG 8970 (Global Modular Courses) will count toward the Marketing and Operations Management Major elective requirements stated above. Students may combine such courses as long as the total credit does not exceed 1.0 cu. Additional OIDD flex-core courses (OIDD 6120-6150) can be included.
Open to MBA, Executive MBA and, in some instances, Undergraduate students, these modular courses are intended to provide unique educational experiences to students in a regional context that has particular resonance with the topic. Taught around the globe, the modular courses help us enrich the curriculum and research on our own campuses in Philadelphia and San Francisco. Not Offered Every Year 0.25-1 Course Unit 2026-27 Catalog | Generated 08/03/26
MKTG 8970Advanced Study: Luxury Branding and Retailing - Bringing it
into the 21st Century The luxury industry has been heavily impacted by the Covid-19 pandemic, with some estimates suggesting a contraction of over 20%. Some of the changes in consumer behavior directly affected luxury in the short- term, but these changes in behavior may eventually revert to past history when the pandemic is over. Examples of these include the drop in tourism travel, work from home trends, reduced traffic to physical retail and malls, and the reduction of festive social activities (e.g., weddings). Other trends affected many industries and are likely to fundamentally change consumer behavior long-term: (1) net zero retail now, (2) digital by design, (3) thoughtful experience, (4) re-localization and (5) lead with purpose. This course explores the special challenges that are faced by luxury brands as they try to navigate rapidly evolving shopping behaviors in both the online and offline environments. In this course we will articulate the key principles for successful luxury branding & experiences and focus on the challenges and opportunities that luxury brands face. Although we will have some traditional lecture/discussion classes, the course is primarily experiential. We will explore luxury broadly across many product categories. We will learn from what we see on location, but we will also critically assess how companies are coping with the challenges of the post-covid retailing environment. Not Offered Every Year Mutually Exclusive: WH 2180 0.5 Course Units
A student contemplating an independent study project must first find a faculty member who agrees to supervise and approve the student's written proposal as an independent study (MKTG 899). If a student wishes the proposed work to be used to meet the ASP requirement, he/ she should then submit the approved proposal to the MBA adviser who will determine if it is an appropriate substitute. Such substitutions will only be approved prior to the beginning of the semester.
This doctoral seminar reviews analytical models relevant to improving various aspects of marketing decisions such as new product launch, product line design, pricing strategy, advertising decisions, sales force organization and compensation, distribution channel design and promotion decisions. The primary focus will be on analytical models. The seminar will introduce the students to various types of analytical models used in research in marketing, including game theory models for competitive analysis, agency theory models for improving organization design and incentives within organizations, and optimization methods to improve decision making and resource allocation. The course will enable students to become familiar with applications of these techniques in the marketing literature and prepare the students to apply these and other analytical approaches to research problems that are of interest to the students.
This is a continuation of MKTG 954. This doctoral seminar reviews analytical models relevant to improving various aspects of marketing decisions such as new product launch, product line design, pricing strategy, advertising decisions, sales force organization and compensation, distribution channel design and promotion decisions. The primary focus will be on analytical models. The seminar will introduce the students to various types of analytical models used in research in marketing, including game theory models for competitive analysis, agency theory models for improving organization design and incentives within organizations, and optimization methods to improve decision making and resource allocation. The course will enable students to become familiar with applications of these techniques in the marketing literature and prepare the students to apply these and other analytical approaches to research problems that are of interest to the students.Spring, even numbered years only0.5 Course Units
This course is designed to generate knowledge of the use of quantitative statistical, econometric, and Machine Learning methods and their application to Marketing problems. A strong emphasis is also placed on the applied nature of applying these methods in terms of data requirements, exogenous versus endogenous variation, and computational challenges when using complex models. Students outside of Marketing are welcome, and we discuss how these models can be applied to other disciplines. By the end of the course, students should be familiar with the key issues and approaches in empirical marketing modeling.
This course is designed to generate awareness and appreciation of the way several substantive topics in marketing have been studied empirically using quantitative models. This seminar reviews empirical models of marketing phenomena including consumer choice, adoption of new products, sales response to marketing mix elements, and competitive interaction. Applies methods and concepts developed in econometrics and statistics but focuses on substantive issues of model structure and interpretation, rather than on estimation techniques. Ultimately, the goals are a) to prepare students to read and understand the literature and b) to stimulate new research interests. By the end of the course, students should be familiar with the key issues and approaches in empirical marketing modeling. Spring, odd numbered years only 0.5 Course Units
Taught collectively by the faculty members from the Marketing Department, this course investigates advanced topics in marketing. It is organized in a way that allows students to 1) gain depth in important areas of research identified by faculty; 2) gain exposure to various faculty in marketing and their research values and styles; and 3) develop and advance their own research interests.
Taught collectively by the faculty members from the Marketing Department, this course investigates advanced topics in marketing. It is organized in a way that allows students to 1) gain depth in important areas of research identified by faculty; 2) gain exposure to various faculty in marketing and their research values and styles; and 3) develop and advance their own research interests.
This course is taught collectively by the faculty members from the Marketing Department. It is designed to expose Doctoral students to the cutting-edge research in marketing models in order to help them to define and advance their research interests. This course will offer: in- depth discussions on some important topics in marketing by experts in respective areas; tools, and methodologies required for conducting research in those areas; broad exposure to our faculty members and their proven research styles.
This course is taught collectively by the faculty members from the Marketing Department. It is designed to expose Doctoral students to the cutting-edge research in marketing models in order to help them to define and advance their research interests. This course will offer: in- depth discussions on some important topics in marketing by experts in respective areas; tools, and methodologies required for conducting research in those areas; broad exposure to our faculty members and their proven research styles.
Requires written permission of instructor and the department graduate adviser. Fall, Spring, and Summer Terms 0-2 Course Units Master of Applied Positive
