Cornell University The Johnson School at Cornell University

MBA Curriculum

Electives

Accounting
NBA 500
Intermediate Accounting

The course is based on the essential concepts and terminology of financial accounting introduced in the accounting core course. Students learn to evaluate financial statements through the use of case studies drawn from actual corporate financial reports.

NBA 502
Managerial Cost Accounting

Budgeting, accumulating costs for product costing, activity-based costing, standard costs, the analysis of cost variances, cost estimation and prediction, cost-price-volume decisions, performance measurement, non-manufacturing cost analysis, cost allocation, and transfer pricing. Lectures and cases.

NBA 504
Taxation Affecting Business and Personal Decision Making

Fundamental concepts and techniques of tax planning for individuals and businesses: changing the timing and nature of income, investments, and expenses; choosing an organizational form; constructing transactions that allow two or more parties to engage in tax arbitrage. Tax research techniques and issues of tax compliance.

NBA 506
Financial Statement Analysis

Develops a set of core skills essential to financial statement analysis. Covers strategic ratio analysis, cash flow analysis, pro forma financial statements, financial modeling, credit analysis, bond rating and bankruptcy predictions, and firm valuation using discounted cash flow techniques. Emphasis is on practical applications. Lectures and cases.

NBA 509
Advanced Financial Analysis

Builds on the core financial analysis skills developed in NBA506. Equity valuation, residual income models, quality of earnings assessments, earnings manipulation detection, market efficiency issues, fairness opinions in MBOs, and large sample stock screening strategies. Focuses on using accounting-based information to make investment decisions, cultivating analytical and communication skills. Lectures and cases.

NBA 511
Financial Modeling

Financial modeling is the art and science of constructing spreadsheet models of firms' future financial statements. Builds on the brief introduction to financial modeling in NBA 506 by modeling the effect on the income statement, balance sheet, and statement of cash flows of more complicated financial transactions such as leveraged buyouts, mergers and acquisitions, and corporate reorganizations. The class meets in the state-of-the-art Parker Center computer lab.

NBA 512
Applied Portfolio Management

Focuses on the management of an investment fund.

Economics
NBA 524
Macroeconomics and International Trade

Applies basic macroeconomic theory to such problems as inflation, unemployment, economic growth, and productivity; examines how those problems interact with international trade and finance. Students learn to be informed observers of national and international economic policies and discerning users of economic analyses and forecasts. Lectures and discussion.

Entrepreneurship
NBA 530
Entrepreneurship Lab

Students team up with entrepreneurs in the Ithaca area on projects integral to the companies' operations, such as production planning, new product launches, or assessing organizational structure. Students gain first-hand exposure to the application of functional knowledge in a start-up setting, while bringing value to the host company.

NBA 531
Startup Forum

Focuses on research at Cornell that may be a basis for new business ventures. Addresses the fundamental ways in which university- based research differs from industrial research. Students explore and critique the business potential of each concept.

NBA 532
New Business Development

The course will examine the role of the business development executive in managing partnerships between big companies and new ventures. Topics include setting growth targets, negotiating partnership agreements, managing expectations, licensing, and divestiture.

NBA 557
Cases in Venture Capital Financing

This course focuses on the development of entrepreneurial companies and their financing by venture capitalists. The course is built around a series of real-world cases which are actual business plans that were developed by entrepreneurs and later evaluated and invested in by venture capitalists. In class, we do due diligence of these business plans, i.e. analyze the strengths and weaknesses of the product, marketing plan, management team, etc. We also discuss what venture capitalists do to help the entrepreneurs and to mitigate investment risks that are specific to the financing of early stage companies. Each case is presented by both the entrepreneur who developed the business plan and the venture capitalist who invested in the company. In addition to the cases, the course has a lecture series where some broader perspectives on the entrepreneurial process and venture capital investment strategies are presented.

NBA 559
The Venture Capital Industry and Private Equity Markets

An introduction to the private equity market focusing on the transactions that define the industry, its structure, participants, history, and trends; institutional private equity investing - now an increasingly important part of the asset allocation mix; issues in private equity investing such as concentration in fewer, larger funds and the critical role of a new class of gatekeeper/consultants for limited partners.

NBA 563
Initial Public Offerings and Acquisitions

IPO statutory frameworks, pre-offering corporate preparation (such as poison pills and stock option plans), due diligence, corporate governance policies for a public company, the offering registration process, liability under federal securities laws, the Securities and Exchange Commission review process, underwriting arrangements, pricing, selection of a trading forum (i.e., NYSE, NASDAQ, or AMEX) and the consequences of going public. Acquisitions: financing alternatives, accounting, due diligence, transaction structure (i.e., stock versus asset sale), letters of intent, continuity of employees, anti-takeover strategies, and non-competition agreements.

NBA 564
Entrepreneurship and Private Equity

Case studies and lectures integrate marketing, finance, operations, and human-resource topics in the context of high-growth business ventures; planning, obtaining resources, management of growth, and cashing out. Guest lecturers speak on topics such as corporate and patent law, bankruptcy, leveraged buy-outs, and valuations of businesses. Students team up to write and present business plans.

NBA 593
International Entrepreneurship

Overview of the diffusion of entrepreneurship institutions outside the U.S. vis-a-vis traditional forms of start-up finance (i.e., family backing, intrapreneurship); selecting, financing, managing, and exiting venture capital deals abroad. Features guest speakers involved in various stages of international entrepreneurship activities.

NBA 678
Advanced Private Equity

This is an advanced finance course that studies the institutions of venture capital and buyout markets. The course has three goals. The first goal is to strengthen students' ability to apply the theories and tools of finance to real-world situations in private equity investments. The second goal is to teach students how private equity markets are organized and to give an understanding of why these structures are in place. The third goal is to teach students the lingo that sorrounds venture capital and buyout transactions. The course is divided into six different modules: (i) Overview of recent trends in private equity, (ii) Risk and return of private equity investments, (iii) contracts and deal structure, (iv) Valuation, and (v) Buyouts. The level of the material presented requires that students are comfortable with tools and theories from primarily corporate finance.

Finance
NBA 540
Advanced Corporate Finance

Relevant for both investment banking and the treasurer's functions in corporations. Common stock, preferred stock, debt securities (duration, convexity, inverse floaters, bond refunding, term structure, swaps), hybrids, security design, weighted average cost of capital, basic capital structure issues, cash distribution policy, the buy versus lease decision, use of debt to add value, mergers and acquisitions, corporate restructuring, LBOs and MBOs and Merchant Banking. Lectures/discussion and cases.

NBA 542
Investments and Portfolio Management

Portfolio diversification theory, asset allocation, asset pricing models, empirical anomalies such as size effect, January effect. Evaluating portfolio and mutual fund performance; investment strategies based on patterns in historical security returns (technical analysis), and based on accounting and other market statistics, earnings forecasts, etc. (fundamental analysis); constraints imposed by the institutional structure of securities markets.

NBA 543
Financial Markets and Institutions

Applies principles of finance to modern financial markets. Structure of financial markets, their pricing function, interaction between financial markets and macroeconomic conditions, processes of innovation and regulation; the workings of a variety of markets and problems addressed by each; market efficiency and the interaction between government policies and financial markets (innovation and regulation).

NBA 554
International Finance

Basic principles of international finance applied to the practical problems of the increasingly globalized business world. Exchange rate volatility, barriers to international capital flows, the value of international diversification, corporate finance applications of capital budgeting, portfolio management strategies.

NBA 555
Fixed Income Securities

Pricing, hedging, and risk management of fixed income securities and interest rate derivatives. The term structure of interest rates, interest rate swaps (caps, floors, collars), the risk structure of interest rates, credit risk spreads, and corporate bond valuation. Lectures, discussion, computer illustrations.

NBA 557
Cases in Venture Capital Financing

This course focuses on the development of entrepreneurial companies and their financing by venture capitalists. The course is built around a series of real-world cases which are actual business plans that were developed by entrepreneurs and later evaluated and invested in by venture capitalists. In class, we do due diligence of these business plans, i.e. analyze the strengths and weaknesses of the product, marketing plan, management team, etc. We also discuss what venture capitalists do to help the entrepreneurs and to mitigate investment risks that are specific to the financing of early stage companies. Each case is presented by both the entrepreneur who developed the business plan and the venture capitalist who invested in the company. In addition to the cases, the course has a lecture series where some broader perspectives on the entrepreneurial process and venture capital investment strategies are presented.

NBA 558
Corporate Finance Policy

Frontier topics in corporate finance and investment strategy. New financial products are coming to the markets, and the financial structure of many corporations is becoming more and more complicated. Corporate financial officers and investors (such as money managers) need to know the driving forces behind the financial products (debt, equity, and more complicated products) to understand the products themselves. Understanding these issues will enable us to estimate firms' values more precisely.

NBA 559
The Venture Capital Industry and Private Equity Markets

See description under "Entrepreneurship."

NBA 565
Corporate Governance

Prerequisites: NCC 506 and NBA 656 or permission of instructor. Corporate governance deals with the ways in which different investors assure themselves of getting a return on their investments. How do investors get managers to return some of the profits to them? How do they make sure that managers do not invest their money in bad projects? This course explores these issues through case studies and examples. We will start with the venture capital process and discuss the ways venture capitalists monitor projects, and the role of stage financing in mitigating VC losses and its effect on project valuation. We will then explore different governance mechanisms in more established firms, in particular, the board of directors, merger and acquisition market, institutional investors, compensation contracts, debt contracts, and bankruptcy proceedings.

NBA 655
Advanced Valuations

The advanced valuation course builds on the valuation principles course. It applies discounted cash flow valuation (DCF) and valuation by multiples using comparables to multinational contexts. We consider mergers and acquisitions, and multinational project and firm valuations, from the viewpoint of a U.S. manager. Issues such as differences in parent and project cash flows, accounting differences, exchange risks, political risks, and valuation in developing countries are discussed. Then, we examine the contingent claims valuation approach, with emphasis on flexibility in managerial decision-making. We focus on the valuation of strategic options, growth options, and flexibility in capital investments using traditional and non-traditional option pricing techniques. Valuation of growth options, expansion options, natural resource investments, land development, R&D, young-high-growth companies, etc., using the Black-Scholes option pricing model and its variants are discussed. Grading is based on cases, a valuation project involving a foreign company, and a final exam.

NBA 656
Valuations Principles

Publicly traded firms, divisions of publicly traded firms, or private firms that have publicly traded comparables. There are three approaches to valuation: (1) discounted cash flow valuation (DCF), (2) valuation by multiples using comparables, and (3) contingent claims (derivatives/option) valuation.

NBA 673
Introduction to Derivatives, Part 1

Prerequisite: NCC-506 (Finance Core) or permission of the instructor.
The course introduces students to the pricing and hedging of derivative securities. The course briefly covers forward contracts, futures contracts and swaps. The primary emphasis is on option contracts. Underlying assets include stocks, currencies, and commodities.

NBA 674
Introduction to Derivatives, Part 2

Prerequisite: NCC-506 (Finance Core) or permission of the instructor. See above, NBA 673.

NBA 678
Advanced Private Equity

This is an advanced finance course that studies the institutions of venture capital and buyout markets. The course has three goals. The first goal is to strengthen students' ability to apply the theories and tools of finance to real-world situations in private equity investments. The second goal is to teach students how private equity markets are organized and to give an understanding of why these structures are in place. The third goal is to teach students the lingo that sorrounds venture capital and buyout transactions. The course is divided into six different modules: (i) Overview of recent trends in private equity, (ii) Risk and return of private equity investments, (iii) contracts and deal structure, (iv) Valuation, and (v) Buyouts. The level of the material presented requires that students are comfortable with tools and theories from primarily corporate finance.

General Management
NBA 533
Project Management

Focuses on projects as work environments characterized by significant technical complexity, multiple stakeholders, severe time and resource constraints, and very high levels of uncertainty.

NBA 538
Inclusive Leadership

This course will prepare students for leadership in diverse organizations of today and the future. Discussions and readings about accountability, fairness, stereotyping, mentoring, networking, and the impact of challenging assignments will be used to (1) help students become aware of ways they may discriminate against, judge, or exclude people, and (2) help students initiate and develop relationships with people who are different from themselves. Case studies, group activities, a diversity awareness profile, and written assignments that will require students to critically reflect on situations where they felt excluded will be the primary teaching methods used in the course.

NBA 560
Business Law

Introduces the basic tenets of law as they apply to businesses and their operations: personal property, contracts, agency, real property, and landlord-tenant concerns. Text readings and case studies.

NBA 561
Business Law II

Legal issues in the formation and operation of business enterprises, particularly partnerships, corporations, and limited liability companies; selected topics in business law, such as employment discrimination, secured transactions, product liability, unfair competition, and international business law.

NBA 562
Estate Planning

The law and use of trusts, the law of wills, federal and New York State estate and gift taxes, and substitutes for probate procedures.

NBA 565
Corporate Governance

Legal accountability dictated by corporate law (e.g., fiduciary duties) and federal disclosure requirements; market discipline imposed via takeovers, mergers, and leveraged buyouts (i.e., the market for corporate control); the role of institutional investors; executive accountability through pay-for-performance incentive compensation; how chief executive officers and other senior executives are hired, evaluated, and replaced by boards of directors; the role of the board in ensuring the integrity of financial reporting; and how directors themselves are selected, evaluated, compensated, and replaced. Cases and guest lectures.

NBA 567
Management Writing

Audience perspective, style, organization, strategy and persuasion. Weekly writing assignments.

NBA 568
Oral Communication

Speaking formats, delivery, organization, visual aids, and question/answer. Student speeches constitute the bulk of class time, with each student presenting seven or eight speeches in the seven-week session.

NBA 569
Management Consulting

Provides students with the opportunity to understand the role of the consultant and to gain indirect experience in that role, through dealing with a broad range of practical and real-world issues. Case studies.

NBA 570
Leadership Assessment for Managers

Five full-day training sessions. The first two days focus on self- awareness and employ several experiential exercises and self-assessment instruments, including Myers-Briggs Type Indicator (MBTI), the Fundamental Interpersonal Relations Orientation-Behavior (FIRO-B), the change style indicator (CSI), and Hogan Psychological Inventory (HPI). Mid-week activities include leadership and team challenges, including a business simulation.

NBA 571
Cornell Management Simulation

Computer-based simulation played by small teams who make marketing, production, and finance decisions for one of five companies operating competitively in the same industry.

NBA 572
Environmental Management Policy

The seminar will assist participants in remaining current with the rapidly evolving state of the art in the analysis and management of environmental policy and practice in enterprises. Although focused on the private sector, attention is given to understanding the economic basis for government's role in environmental protection. Another focus will be the analysis of the operational significance of the concepts of sustainability, and ecoefficiency, and market-based environmental policies. Seminar speakers from finance, marketing, electricity, forest products, construction, and other businesses with environmental responsibilities will meet with the class. Each student will make a case study of an individual enterprise or organization.

NBA 573
Seminar in Sustainable Development

This seminar-style course will involve readings and discussion of issues in environmental management, and will also involve four significant outside speakers on the subject of environmental management.

NBA 575
Field Projects

The course teaches how to frame unstructured business problems through a hands-on team project. Teams must identify what the central issues are, and then determine the most appropriate tools and concepts to provide insight into these issues. Students also learn to approach business problems from a cross-functional perspective. Project management; power, politics, and personalities in work groups; managing in for-profit versus not-for-profit organizations; and organizational change.

NBA 577
Political, Legal, and Regulatory Environment of Business

Many of the most important decisions that top management makes are driven by political, legal, and regulatory considerations. Environmental and waste-management concerns are leading to new laws and regulations that will affect many aspects of business. The course begins with a discussion of the political and economic foundations of business regulation. Students examine different areas of application, including economic regulation, environmental regulation, antitrust, and product liability. Guest speakers.

NBA 579
Business Strategy

Focuses on the process of effective strategy formulation from the perspective of the general manager of a business unit. Corporate strategy and its interaction with business unit strategies, tools useful for industry and company analysis. Situational strategies, guest speakers.

NBA 653
Strategic Alliances

Overview of the spectrum of alliances, examining the strategic rationale and pros and cons of each major type of alliance. Alliances will be contrasted with M & A as vehicles for growth. A primary focus will be on joint ventures: the strategic rationale for a joint venture, what is important in choosing a partner, structuring the deal - the basic building blocks, organizational structure and key roles - critical skills needed, control and compensation, special issues for international joint ventures, stages in the life cycle of a joint venture, and typical problems and what you do about them.

NBA 671
Business Ethics

Examines actual situations in business, both in the United States and abroad, that involve ethical issues affecting individuals and organizations.

NBA 672
Goal Setting and Coaching for Leadership Success

This course is designed as a follow-up to NBA 570 Leadership Assessment for Managers. It will provide structured support for personal change through personal learning plans, learning and development strategies, and feedback and coaching support from peers. The course will include a workshop on establishing a personal values statement to help guide personal learning plans and align them with career aspirations. The course employs a web-based, follow-through support system to facilitate further leadership growth by prompting students regularly to assess and document their progress. Learning coaching strategies and serving as a coach for the year for a classmate will further enhance leadership growth. The course is scheduled throughout the year to allow students time to develop personal goals and provide numerous opportunities to practice coaching.

NBA 689
Law for High-Growth Business

Topics include: choice of entity, driven by accounting/tax factors and corporation (S and C), LLC, partnership; protecting confidential information: the importance of third-party NDAs and how they work; invention assignment agreements with employees; patents, trademarks, copyrights; sources of capital: applicable federal and state securities laws; bridge loans, lease lines, and down rounds; common stock, preferred stock, employee options, warrants; basic employment practices: discrimination policies, company policies for e-mail and privacy, use of written employment agreements, benefits, noncompete covenants; legal responsibilities of boards of directors and executives; advisory/scientific boards; technology licenses, particularly from universities where technology was developed; negotiating relationships with distributors, resellers, and customers: exclusivity, pay to play; foreign corrupt practices laws, foreign subsidiaries, and foreign employees; dealing with creditors; key accounting issues.

International Management
NBA 576
The World Geopolitical Environment of Business

Topics include developments in western and eastern Europe, the former Soviet Union, the Pacific Rim, Central and South America, and the Middle East, and the role and fate of developing countries in the world economy. Guest speakers.

NBA 580
Strategies for Global Competitiveness

Explores the role of government in several private-market industrialized nations - Japan, France, Germany, the United Kingdom, and Italy - including the impact of government policies on the global competitiveness of the country's firms. Differential policies appropriate to each of a range of industries, from the mature to the high tech, and to stages of development in each economy. Possible lessons are then tested for less developed or emergent countries (e.g., Venezuela, Malaysia, Singapore).

NBA 585
International Management

Provides frameworks for understanding the international dimensions of management, for formulating effective strategies in an increasingly complex world economy, and for building and leveraging organizations that cross borders. Cases cover a variety of countries and regions and a range of industries, from consulting to manufacturing.The first part of the course studies strategy in international context that involves not only the analysis of the external environments of companies, but also their internal organizational capabilities and core competencies. In the second part, we focus on the steps by which companies extend their activities to new locations and the competencies they need to operate effectively in diverse locations. In the last part, we analyze more closely the link between organizational competencies and managerial processes in operating across national borders.

NBA 592
Experience in International Management

This course combines classroom sessions and international experience to increase awareness of business environments outside of the U.S. Students participate in a study trip to visit local businesses, subsidiaries of foreign multinationals, government officials, local business school students, and others.

NBA 593
International Entrepreneurship

See description under "Entrepreneurship."

NBA 594
International Technology Transfer

Overview of the elements of management of technological activities unique to the multinational corporation (MNC). Main concepts and managerial activities associated with technology generation and transfer in the enterprise; role of technology in the MNC, and the tools at its disposal to manage technology transfer; benefits of technology transfer for the MNC and for its host countries.

NBA 595
Economics of Financial Crises

Analysis of the causes, nature, and consequences of financial crises; the economics of financial instability and alternative strategies for dealing with them. Financial instability/crisis; empirical episodes of crisis in various emerging market countries; the relevant theoretical concepts. Post-crisis episodes, different paths of recovery, and major policy responses to the crisis: financial and monetary policies and the unsettled relationship between interest rates and exchange rates.

NBA 625
International Marketing

Designed to train students to take a domestic product and expand it into international markets successfully. Market selection, international market research issues, and international marketing strategies are all discussed. The term project requires that students choose some product and develop a plan for taking it abroad.

NBA 676
Starting a New Business Overseas

This course is designed to teach students the frameworks and skills needed to design and initiate plans for international extension of a current business. The course is intended as a six-unit sequence (three units during the fall semester and three units during winter break and the spring semester). During the fall semester, material needed to develop an entry strategy and related tactics for a new market will be presented. During winter break, student will travel to the target country to gather information and develop a business plan. The spring semester segment of the course will cover topics associated with the implementation of the business plans (e.g., negotiation) and end with presentation of the plan to the corporate partners. Though the course is designed as a six-unit sequence, the fall section can also stand alone. This was done because the course will displace established fall classes (NBA 585 and NBA 590). Students who want a three-unit fall international management course can still be satisfied with this course.

NBA 691
The European Union and the Business Environment in Europe

Explores the problems and opportunities that integration poses for U.S. multinationals as well as European corporations. Provides background on the European Union and the political environment of business; current issues include macro-economic management and monetary union, EU trade policy and external relations, competition policy, and EU regulation of employment relations.

Management Information Systems
NBA 601
Electronic Commerce

Electronic commerce is the use of information technology in conducting economic transactions and managing businesses over computer networks. Electronic commerce involves a wide variety of cooperating technologies such as communications, networks, databases, expert systems, and multimedia. It also impacts a wide variety of managerial issues. This course will cover all major technical and managerial issues through computer exercises on the Internet, and case studies and examples of businesses on the Internet.

NBA 612
Disruptive Technologies

Discusses historical technological advances that previously created major paradigm shifts for communications. Recent advances in computer technology emphasizing the fundamentals behind the increases in processing power, video and computer graphics capabilities, and network transmission; the current effect of these advances on areas including photography and the film industry, the entertainment and animation industry, television, broadcasting, as well as e-commerce and the computer industry itself. Social and legal issues. Interactive live demonstrations in the laboratory of Cornell's Program of Computer Graphics.

NBA 684
Internet Technology and Applications

Basic topics in computer science and communications that underlie the current information revolution, combined with analysis of dominant business applications. No prior computer science background is assumed. Key topics will be supported in depth by guest faculty from the Department of Computer Science.

NBA 685
Rebooting IT Strategy

This course builds on topics raised in the Special Edition (09-10-01) of Forbes, "Rebooting the Revolution." With input and support from the school's Technology Advisory Board, the course will investigate the strategies of the major players in IT; prepare the student to understand and exploit the many real business opportunities of 2002 and beyond; and to determine how, where and why to introduce e-business approaches into established brick and mortar firms.

NBA 686
E-Business Projects

The course will focus on real-world, industry-sponsored projects exploring strategic aspects of information-rich opportunities in the business environment, especially with brick and mortar businesses.

Marketing
NBA 620
Marketing Research

Marketing research as a critical support function in corporations. Research methods employed by better managed firms or proposed by leading academicians. Obtaining, analyzing, and interpreting results of research. Use of secondary sources of marketing information, designing studies for collecting primary date. Up-to-date methods in research design, qualitative research, measurement, data collection, and analysis.

NBA 621
Marketing Communications

The advertising and promotion management process. The components of a successful advertising campaign; issues involved in advertising planning and decision making. How recent social-science findings and theory can facilitate advertising management.

NBA 622
Marketing Strategy

Development and evaluation of marketing strategies for multi- product firms; evaluating integrated marketing strategies for new and established products and services. Recent research results are applied to decisions on product-market boundary definition, resource allocation, product positioning, and competitive reactions. Selected current topics such as brand equity, acquisitions, and lead-user analyses. Case studies, guest speakers.

NBA 623
Customer-Based New Product Development

Models and methods useful to managers in the development and marketing of new products. Emphasis on measurement of consumer preferences. Cases, group project.

NBA 625
International Marketing

See description under "International Management."

NBA 626
Consumer Behavior

Factors that influence response to advertising of various kinds, purchase decisions, product perceptions, response to promotion, consumer satisfaction, and the basic methodologies for under- standing consumer behavior.

NBA 631
Markstrat Simulation

Opportunity for students to make marketing strategy decisions in a realistic, dynamic, simulated, competitive environment. Students, working in teams, manage a portfolio of a firm's products for several years (periods). How to make long-term decisions (introduction of new products); cross-functional issues related to marketing management (e.g., research and development, product design, and budgeting). Basic concepts (e.g., competitive positioning, resource allocation, market segmentation, and product design), suitable methods of data analysis. Students develop an initial strategy statement and strategic marketing plan for their firm.

NBA 633
Internet Marketing

Overview of the on-line industry, business models for the Internet, advertising and promotions on the Internet, marketing research on the Internet, loyalty programs for Internet marketing, and disintermediation or channel conflict resulting from Internet distribution. Guest lectures.

NBA 639
Data-Driven Marketing

Introduces the future brand manager or marketing consultant to the use of market data to evaluate and construct pricing and promotional strategies. Introduces new sources of data available on product purchases and consumers' reactions to the marketing environment. Focuses on the practical use of popular data sources. The course covers panel data on high-volume consumer packaged goods and direct or "database" marketing. Introduces these new data sources and provides a solid foundation for the development of analytic tools. Examples are drawn from the consumer packaged goods industry. This course makes intensive use of EXCEL and the WINDOWS computing environment.