The purpose of this course is to lead students in an exploration of fundamental advertising principles and the role advertising plays in the promotional mix. Upon successful completion of this course, students will be able to: distinguish advertising from other types of marketing communication; identify different forms of advertising messages that businesses use to reach their target markets; describe the pros and cons of a variety of data types for market researchers; identify the critical elements of a market analysis; discuss the process of using STP marketing to accurately and effectively focus a firmŐs advertising efforts; create an advertising strategy that employs an appropriate mix of message objectives and methods; construct a media plan; describe the elements of an advertising campaign proposal. (Business Administration 306)

Examines how and why twentieth-century Americans came to define the "good life" through consumption, leisure, and material abundance. Explores how such things as department stores, advertising, mass-produced cars, and suburbs transformed the American economy, society, and politics.

This class examines how and why twentieth-century Americans came to define the “good life” through consumption, leisure, and material abundance. We will explore how such things as department stores, nationally advertised brand-name goods, mass-produced cars, and suburbs transformed the American economy, society, and politics. The course is organized both thematically and chronologically. Each period deals with a new development in the history of consumer culture. Throughout we explore both celebrations and critiques of mass consumption and abundance.

Textbook for a Summer School Course about Virtual Worlds at UOC Barcelona.

The textbook offers a glimpse into virtual worlds in general and Second Life in particular. Titled “Mundos virtuales. Un paseo por Second Life” (“Virtual worlds. A stroll in Second Life”), the course (and book) covers a range of topics ranging from basic movement and building techniques to some theories on virtual identities.

Introduces students to the basic tools in using data to make informed management decisions. Covers introductory probability, decision analysis, basic statistics, regression, simulation, and linear and nonlinear optimization. Computer spreadsheet exercises and examples drawn from marketing, finance, operations management, and other management functions. Restricted to Sloan Fellows.

Through good economic times and bad, marketing remains the pivotal function in any business. Determining and satisfying the needs of customers through products that have value and accessibility and whose features are clearly communicated is the general purpose of any business. It is also a fundamental definition of marketing. This text introduces students to the marketing strategies and tools that practitioners use to market their products.

In this lesson students research how advertising agencies market products for different ethnic groups and how they generally target specific audiences.

The primary objective is to teach students to do rigorous, explicit, customer-based marketing analysis which is most appropriate for new ventures. Explicit analysis of customers and potential customers, using available data, together with explicit and sensible additional assumptions about customer needs and behavior. Additional course objectives are to teach students about: (a) ways to implement marketing strategies when resources are very limited, and (b) common deficiencies in marketing by entrepreneurial organizations. From course home page: Course Description Educational Objective This course clarifies key marketing concepts, methods, and strategic issues relevant for start-up and early-stage entrepreneurs. At this course, there are two major questions: Marketing Question: What and how am I selling to whom? New Venture Question: How do I best leverage my limited marketing recourses? Specifically, this course is designed to give students a broad and deep understanding of such topics as: What are major strategic constraints and issues confronted by entrepreneurs today? How can one identify and evaluate marketing opportunities? How do entrepreneurs achieve competitive advantages given limited marketing resources? What major marketing/sales tools are most useful in an entrepreneurial setting? Because there is no universal marketing solution applicable to all entrepreneurial ventures, this course is designed to help students develop a flexible way of thinking about marketing problems in general. Career Focus This course is aimed at students who plan to start a new venture or take a job as a marketing professional in an early-stage business.

In this course, we will explore how marketing and entrepreneurship affect and are affected by one another. We will examine concepts from each of these two areas to determine how they apply to, and how they can aid the practice of, the other. Hence, we will look at the role of marketing in entrepreneurial ventures, and the role of entrepreneurship in marketing efforts of all firms. Attention will be devoted to understanding why marketers resist entrepreneurship as well as the common mistakes entrepreneurs make when it comes to marketing. The distinct challenges confronting marketers in contemporary business environments will be reviewed, and a number of approaches for addressing these challenges will be identified. Implications will be drawn from the latest trends in marketing and in entrepreneurship. A number of hands-on cases will be used to assess real world problems at the marketing-entrepreneurship interface. Students will create marketing inventions for existing businesses.

Course Goals: a) Students will gain an understanding the economic, technological, societal, and global dimensions of entrepreneurship and intrapreneurship. b) Students will understand the major differences between personal entrepreneurship and intrapreneurship, which often occurs in larger mature organizations. c) Students will understand the relationships between personal goals, competencies, and experience to assess what they bring to all types of ventures. d) Students will understand and practice idea generation and screening including opportunity analysis trends, feasibility and competitive analysis. e) Students will understand the audiences, purposes, components and the processes of developing and evaluating business plans for new ventures. f) Students will understand the issues and tasks involved in setting up a venture, marketing and financing the venture, and evaluating venture performance. g) Student will understand how to monitor venture performance, manage growth, and sustain organizations. h) Students will understand the basics of entrepreneurial finance: raising funds, growth financing, financial evaluation of opportunities, and acquisition financing. i) Students will understand and appreciate the leadership skills necessary to successfully plan and launch a new venture in an established organization. j) Students will understand how resources can be maximized for both personal and corporate ventures.

This lesson focuses on how food packages are designed and made. Students will learn three of the main functions of a food package. They will learn what is necessary of the design and materials of a package to keep food clean, protect or aid in the physical and chemical changes that can take place in a food, and identify a food appealingly. Then, in the associated activity, the students will have the opportunity to become packaging engineers by designing and building their own food package for a particular type of food.

Inspired by the Massachusetts Institute of Technology’s OpenCourseWare Initiative (OCW) , the Fulbright School has begun to publish its teaching and research materials online. FETP OpenCourseWare is not a long distance learning project, rather it is a resource for people working or studying in policy-related fields to increase their knowledge and explore new approaches to learning and curriculum development. Instructors are encouraged to adopt FETP’s curricular materials for use in their own courses. Students may use FETP’s materials to guide independent study. Course syllabi, lecture notes, reading lists and problem sets used in many one-year mid-career program and executive education courses are already available online and over time FETP OpenCourseWare will include all Fulbright School materials (subject to copyright law). The Fulbright School participates with other academic institutions in Vietnam to promote the use of innovative long-distance learning activities.

Global Entrepreneurship Lab: Asia-Pacific enables teams of students to work with the top management of global start-ups and gain experience in running, and consulting to, a new enterprise outside the United States. The focus is on start-ups operating in emerging markets throughout the world, with a special focus on the Asia-Pacific region. The course combines an internship in a growing firm with in-class discussions of the issues and policies that affect the climate for innovation and start-up success around the world.

Global Entrepreneurship Lab: Latin America, the Middle East, and Africa enables teams of students to work with the top management of global start-ups and gain experience in running, and consulting to, a new enterprise outside the United States. The focus is on start-ups operating in emerging markets throughout the world, with a special focus on Latin America, the Middle East, and Africa. The course combines an internship in a growing firm with in-class discussions of the issues and policies that affect the climate for innovation and start-up success around the world.

Students learn basic marketing concepts and use professional marketing techniques to compose an advertisement for a hybrid vehicle. In the process, they learn the principles of comparative analysis.

This textbook focuses on a specific internet marketing tools, including the basics of internet marketing, websites as effective foundation for holistic marketing, writing effective online copy, successful email marketing campaigns, online advertising, search engine optimisation, social media, measurability and performance indicators, mobile marketing, and developing a holistic plan for success.

Students will consider the context of business, entrepreneurship and legal aspects of business, marketing, accounting, financing and banking, and management. A major goal of education is to help students become a citizen who can contribute and compete in an increasingly global environment. Elements of this course will focus on multicultural aspects of markets and business. Additional elements ask students to look at
other countries and evaluate the combination of business models and country characteristics.

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The course is designed to provide students with a basic understanding of how innovative activities of a firm are managed. Broadly defined, innovation is a new product, process, or idea that is available for adoption, use, or consumption. Innovation management deals with generating and screening new product/process ideas or concepts, transforming these ideas or concepts into products, processes, or services that are useful for one or more target markets, and developing strategies and tactics that ensure successful diffusion of the innovation. Since new products are essential for growth and increased profitability, companies must manage these activities.

In this lesson, students work in groups to create products that can help address everyday annoyances. They then design business plans for the manufacturing and marketing of their inventions.