Marketing

David Godes

Dave holds a Ph.D. and S.M. in Management from the Massachusetts Institute of Technology and a B.S. in Economics from the University of Pennsylvania. He joined the Smith School Faculty in 2009 after teaching for ten years at Harvard Business School. His teaching experiences include undergraduate, graduate and executive courses ranging from Introduction to Marketing to Business-to-Business Marketing and Sales Management. His academic research focuses on two areas: sales management and social networks/word of mouth.

Rosellina Ferraro

Professor Ferraro received her Ph.D. in Marketing from the Fuqua School of Business at Duke University in 2005. Her research focuses on consumer behavior, and specifically, the effects of nonconscious social influence on choice and preference and the effects of external threats on consumption behavior. Her work has been published in the Journal of Consumer Research and Journal of Marketing. She has presented research papers at the Association of Consumer Research and the Society for Consumer Psychology conferences.

Tao Chen

Joined University of Maryland in 2008.

Tao Chen is an Assistant Professor of Marketing at the Robert H. Smith School of Business at the University of Maryland. She received her Ph.D. degree from the Tepper School of Business at Carnegie Mellon University. Her research focuses on consumer dynamic choice behavior and dynamic pricing and promotion strategy of technology products and services. She taught Marketing at Carnegie Mellon University and is teaching Marketing Research at University of Maryland.

Henry C. Boyd III

Joined University of Maryland in 2005.

Hank Boyd is a Clinical Associate Professor in the Marketing Department at the Robert H. Smith School of Business. He is also a managing director and principal at Ombudsman LLC, a diversified consultancy. He is licensed to practice law in Maryland, Wisconsin, and the U.S. District Court, Western District of Wisconsin. On July 1, 2010 Hank assumed the responsibilities of Associate Chair of the Department of Marketing.

MBA Mission Statement

The Robert H. Smith School of Business Marketing curriculum focuses on data-driven marketing management, complementing the technology differentiation strategy of the school. Courses such as Marketing Research, Marketing Analysis, and CRM provide students with the analytical tools necessary for an analytical approach to marketing management. Special emphasis on service marketing, high-tech marketing, and B2B marketing focuses the Smith School's Marketing program on the most exciting growth areas of business.

Distinctive positioning and differential advantage with respect to its areas of special emphasis enable the Smith School to place its graduates domestically and internationally. Smith Marketing MBAs enter careers with leading companies, government agencies, and non-profit organizations, as well as with entrepreneurial organizations in high-growth segments of the economy.

Smith Marketing graduates possess unique skills and attributes, including:

  • The ability to use data analysis to drive decision making;
  • Special expertise in service marketing, high-tech, and B2B marketing; and
  • A customer-oriented viewpoint that supports customer analysis methods and customer relationship management skills.

In addition, Smith Marketing graduates have the traditional attributes of excellent marketing managers, including:

  • A mastery of the traditional foundations of marketing;
  • Strategic orientation;
  • Creativity and innovative thinking; and
  • The ability to integrate marketing with other business functions to achieve corporate objectives.

MBA Marketing Program Placement

Companies from a variety of industries actively recruit MBAs with a marketing concentration from the Robert H. Smith School of Business for summer and full-time opportunities. Listed below are some of the companies that have recently recruited on campus, as well as the types of positions that recent graduates have accepted.

Companies:

  • Allied Signal
  • Black and Decker 
  • Citibank 
  • Campbell's Soup
  • Fannie Mae 
  • Federal Express 
  • Frito Lay 
  • Johnson & Johnson International 
  • Louisville Gas & Electric 
  • Marriott International 
  • MCI WorldCom 
  • Morgan Stanley 
  • Nabisco 
  • NCR 
  • Pepsico
  • Perot Systems 
  • Philip Morris 
  • RJ Reynolds 
  • The Gallup Organization 
  • U.S. Airways
  • Verizon

Types of Positions:

  • Assistant Brand Manager 
  • Associate Brand Manager 
  • Associate Product Manager 
  • Direct Marketing Manager 
  • Director of Partner Marketing 
  • Marketing Manager 
  • Senior Market Research Analyst 
  • Strategic Marketing Analyst

MBA Marketing Courses

The MBA Marketing Electives Catalog - A Career Guide is available at this link.

BUSI 650   Marketing Management

This course is an overview of decisions marketing managers make to create and maintain enduring customer-based equity. These decisions involve identifying marketing opportunities, selecting customer targets, effectively positioning products and services, and implementing competitive marketing support programs. Students will learn marketing decision-making models and how to apply them. (formerly BMGT 650)

BUMK 701   Marketing Research Methods

The course describes the process of acquiring, classifying and interpreting primary and secondary marketing data needed for intelligent, profitable marketing decisions. It evaluates the appropriateness of alternative methodologies, such as the inductive, deductive, survey, observational, and experimental. It also covers recent developments in the systematic recording and use of internal and external data needed for marketing decisions. (formerly BMGT 752) 

BUMK 706   Marketing Analysis

Introduction to modeling tools used to support marketing analysis and decision making. Applications in strategic marketing, marketing segmentation, new product development, sales promotion analysis, pricing, design of marketing mix, sales force allocation and direct marketing. Spreadsheet driven cases and illustrative readings. (formerly BUMK 758)

BUMK 711   Customer Centric Innovation

Students will learn the business and management aspects of developing and bringing new products to market. The course will cover a broad array of topics including new product process, product marketing, product strategy, product portfolio management, and product team organization. Students will apply these topics in a dynamic and interactive group environment. At the completion of the course, students should have a good understanding of the fundamentals of new product development and should be able to make informed decisions in areas related to product-specific businesses. 

BUMK 715   Consumer Behavior

The primary goal of successful firms is to satisfy the customer. To achieve this goal, marketing managers must know how their customers make decisions and how to use marketing strategy to influence those decisions. The framework for this course is a buyer behavior model, in which concepts from psychology, sociology, and economics are applied to individual and organizational purchase decisions. Consumer research techniques are reviewed and applied in a team project. The marketing strategies of leading firms in consumer products, technology, and services (including Internet services) are analyzed using a variety of case study formats. The focus of this course is consumer behavior; however, the principles can also be applied to the decision-making of business customers. (formerly BMGT 754)

BUMK 716   Brand Management

Some of the most valuable assets managed by companies today are the brand names associated with their products and services. Strong brands can influence purchase decisions by providing differentiation for products and services. This course is designed to develop students' understanding of how to build, measure and manage brands. Topics include brand positioning, measuring brand equity, brand extensions, and managing brands over time.

BUMK 717   Marketing Communication

This course focuses on the major marketing communication decisions made by brand managers. These decisions include mass media advertising, public relations, sales promotion, direct response marketing, sponsorship and events, packaging, and personal selling. This course is designed to provide students with both a theoretical and applied understanding of how marketing communication messages are created to positively impact customer relationships and brands.

BUMK 720   E-Service

The Internet and other digital media are dramatically expanding firms’ ability to serve customers. This course explores serving customers in the digital media, including the Internet, cell phones and other mobile devices. Some of the topics covered include personalization and customization, technology readiness, self-service technologies, consumer privacy, usability, feature fatigue, and e-service quality measurement. 

BUMK 721   Consumer Product Marketing Simulation

This course applies concepts learned in BUSI 650 while also expanding on important product and brand management decisions faced by consumer product companies. The course is taught via lecture, cases, and the simulation. The computer simulation provides students with experiential learning by giving them the opportunity to immerse themselves in the role of brand manager for a product. As part of the simulation, students make all marketing decisions for a brand and see the performance outcome of those decisions. The experience with this brand management simulation gives students hands-on training for a career in brand management for a consumer product company. The objective of the simulation is to place the student in the role of Brand Manager and to give hands-on experience making the marketing decisions for an over-the-counter pharmaceutical product. In essence, PharmaSim is a flight simulator for brand managers.  

BUMK 731   Business-to-Business Marketing

Focus is a large fraction of marketing activity directed at organizational customers (business, non-profits, and government). Marketing strategies, tactics and analytical tools most relevant when marketing to organization customers are covered. Readings, cases and term paper contribute to understanding how to build long term buyer/seller relationships. Course is appropriate for anyone interested in understanding relationships between organizations, including vertical strategic alliances. (formerly BUMK 758)

BUMK 736   Service Marketing

Service accounts for eighty percent of the U.S. gross national product. The marketing of service poses unique challenges because of the intangible, heterogeneous nature of the product, and the critical role of customer contact employees in service delivery. Strategies for meeting these challenges are addressed. Topics include 1) customer relationship management, 2) the design and execution of the service delivery process, 3) the development and implementation of employee customer service skills, 4) the measurement and management of critical outcome variables, such as customer satisfaction, customer equity, and customer lifetime value, and 5) the role of emerging technology in customer service. (formerly BUMK 758)

BUMK 740   Marketing High Technology Products

This course focuses on the marketing of technology-based products. It examines how technology products differ from non-technology-based products and how that influences the marketing of those products. The course covers such issues as diffusion of high technology products and "crossing the chasm"; obtaining customer information and insight in technology-based markets; compatibility; standardization within the product market; competition in technological product arenas; continuous versus discontinuous product changes; and intellectual property issues. (formerly BUMK 758)

BUMK 753   Global Marketing

This course covers the environmental, organizational, and financial aspects of international marketing. It also describes the special marketing research, pricing, channels of distribution, product policy, and communication issues which face U.S. firms doing business in international markets. (formerly BMGT 753) 

BUMK 757   Marketing Strategy

A capstone marketing course, centering on the question, "how will our business compete?" The course stresses the analysis, planning, and implementation issues managers encounter when they develop market strategies in competitive environments. Topics include a focused review of competitor analysis, buyer analysis, market segmentation, and assessing business competitive advantages. Product portfolio issues are identified and marketing strategies developed, assessed and implemented. (formerly BMGT 757) 

BUMK 758   Customer Equity Management

The CRM course focuses on different types of marketing channels - direct, indirect, and electronic. Issues of customer and marketer costs are analyzed. Customer equity and customer selection in both the business-to-consumer and business-to-business markets are explored. Challenges associated with creating customer satisfaction and building customer trust, value, and loyalty in each channel are examined. 

BUMK 758    Market Forecasting

This course introduces students to a variety of both quantitative and qualitative forecasting methods for existing and new products across a number of product classes. Statistical approaches such as the Bass Model, Trial and Repeat Model and others will be covered. For new products, more qualitative methods will be reviewed. Students will learn how to implement each of these methods.

Online University Course Information

University Book Stores

Retail & Marketing Internship

2014 SUMMER INTERNSHIP OPPORTUNITIES (updated weekly)

THE MARKETING INTERNSHIP OFFERS YOU:

  • Relevant job experience
  • Academic credit
  • A competitive edge with employers
  • One-on-one guidance from an experienced faculty advisor

The Marketing Internship course at the Smith School is an excellent opportunity for you, as a marketing major, to gain business experience while earning academic credit. As a marketing intern, you will apply concepts from the classroom in an actual business setting. While most marketing interns work for firms in the Washington area, you may also receive credit for work in other cities. By participating in the Marketing Internship, you may gain a competitive advantage in the job market upon graduation. In fact, many of our interns accept full-time positions with the companies where they interned.

Participating Organizations

Here are just a few of the organizations that have hired Marketing Interns:

  • Armani Exchange
  • Cartoon Network
  • Community Analytics
  • DC 101
  • Esquire
  • Marriott
  • Merrill Lynch
  • Morgan Stanley
  • Bayard Advertising Agency
  • National Geographic
  • Pepsi Bottling Group
  • Venga
  • Southwest Airlines
  • Target
  • Compass Marketing
  • UMD Department of Transportation
  • UMD Office of Undergraduate Admissions
  • UMD Sports Marketing
  • LookThink
  • Baseball Factory
  • Verizon
  • Washington Post
  • Washington Wizards

For Current Internship Opportunities, click here.

Industries

These are the industries in which past Marketing Interns have worked:

Advertising Consulting Direct Marketing
Events Financial Services Government
Health Care Information Technology Internet
Legal Manufacturing Marketing
Media Music Non-Profit Promotion
Public Relations Publishing Real Estate
Recreation Retail Services
Sports Marketing Telecommunications Wholesale

Here's what past interns have to say:

"...the most valuable opportunity I have had throughout my college career. It gave me the chance to observe a Fortune 500 company and gave me a foot in the door for employment after graduation. I will be working for Black and Decker full-time in June!" - Kim Kennedy

"...an invaluable experience, and a real eye-opener to the business world. I applied skills I learned in class to real life situations. It's a great way to gain experience in the field." - Arash Shirazinia

"The marketing internship program is a great opportunity to gain hands-on experience and earn credit at the same time. The assignment helped me learn to apply concepts from the classroom in analyzing business strategy." - Daniel Leffler

Application Materials

To enroll in the Marketing Internship course, you will need the following:

  • A letter from your employer verifying that you will be an intern
  • A completed student information form
    (available from Mary Harms, VMH 3462, or at the Undergraduate Studies Office, VHM 1570)
  • An academic transcript
  • A recent resume

Course Information

Contact Person:

Professor Mary Harms, Tyser Teaching Fellow
Robert H. Smith School of Business
3462 Van Munching Hall
University of Maryland
College Park, MD 20742
Phone: 301.467.3992
Fax: 301.405.0146
Email: mharms@rhsmith.umd.edu

Course Description:

This course is a supervised work experience in marketing. As an upper level undergraduate, it offers important benefits to you, including: 1) the opportunity to earn credit while exploring a career in marketing, and 2)the chance to apply concepts learned in marketing courses to real problems faced by firms. In addition to your on-the-job experience, you will complete a marketing audit of your firm and a self-evaluation of your internship performance. In your marketing audit, you will evaluate your firm's organizational structure and marketing strategy. Based on your audit, you will make recommendations for the future direction of your firm's marketing strategy. In your self-evaluation, you will evaluate your internship experience in relationship to your career goals.

Course Objectives:

  • To apply marketing concepts learned in marketing courses in a business environment.
  • To become familiar with the culture of marketing.
  • To evaluate careers in marketing in light of personal career goals.

Prerequisite: BMGT 350 -- Marketing Principles and Organization

Textbook:

An introductory marketing text, such as the one you used in BMGT 350, may be useful for reference. Your notes from that class should also be helpful.

Format:

Given the diversity and unpredictability of work schedules, this class will not hold formal meetings. Rather, I will communicate with you and your supervisor on a regular basis by EMAIL, telephone, fax, and the U.S. Postal Service. Please contact me at any time if you have questions or problems. If you wish, we can schedule periodic meetings to review your progress.

Requirements:

Please submit a 2014 Internship Information Form to Mary Harms

Percentage of Grade:

Setting Internship Goals 5%
Marketing Audit 75%
Student Self-Evaluation 10%
Supervisor Evaluation 10%

BMGT 357 Syllabus:

The syllabus will be available on the Canvas LMS for registered students. However, it is also available here.

Setting Internship Goals:

Your first assignment will be to write a brief description of your job and set two to three goals for your internship experience. Please submit the 2014 Internship Information Form.

Marketing Audit:

You will be expected to complete an audit of your firm's marketing strategy (see attached). It is University policy that a written assignment of this nature is necessary for interns to get academic credit for their experiences.

Self-Evaluation:

You will be asked to write a 3-5 page evaluation of your internship experience as it has affected your career goals.

Supervisor Evaluation:

Your supervisor must complete an evaluation of your performance. You are responsible for seeing that the completed evaluation is returned to me with your self-evaluation. Note that the supervisor's evaluation form and a pre-addressed envelope will be mailed to him or her. Your supervisor will complete the form, put it in the envelope, and sign across the seal. You should plan on returning it to Ms. Harms with your Marketing Audit.

Documentation of Hours Worked:

Documentation of the number of hours you worked must be submitted to your instructor with your supervisor evaluation. This documentation may be copies of pay stubs or a note, on company letterhead, from your supervisor.

Course Evaluation:

In the interest of continuous improvement, Ms. Harms will ask you to evaluate the course and her performance as a teacher at the end of the summer session. All evaluations are anonymous, to ensure that you are graded fairly.

Frequently Asked Questions

Marketing internships are an excellent opportunity for juniors or seniors to earn academic credit in summer sessions while gaining valuable work experience. If you don't see your question here, then contact us.

Who is eligible?

If you are a business major, and have taken BMGT 350, you are eligible to receive credit for an internship.

How many credits may I receive?

Credit for the internship is variable, ranging from 3-6 credits, depending on how many hours you work. Credit is assigned as follows:

# credits # hours worked
3 135
4 180
5 225
6 270

How do I get an internship?

A few internships are available through the marketing department. Announcements will be made via e-mail to all junior and senior marketing majors. However, the majority of students find their own positions. The following excellent sources of information on internships are available:

  • Summer 2014 Internship Opportunities
  • Smith's Office of Career Management, 4570 Van Munching Hall. You should plan to register with TERP ONLINE.
  • The Internet (www.indeed.com). Search under "marketing internships."
  • The Campus Career Center, 3121 Hornbake, has internship information. Visit its website at www.careercenter.umd.edu. Click "students," then "career-related Web services," then "Internship/summer positions."
  • The bulletin board outside Professor Harms's office (3462 Van Munching Hall).
  • Word-of-mouth from your family or fellow students.

You may also be eligible for internship credit if you are working in or plan to work in a marketing or retailing position, even if your company does not have a formal internship program.

What are the requirements?

This course does not meet formally. Rather, your instructor will communicate with you by telephone and mail. Your grade will be based on a written description of your internship goals (5%), a 25-page marketing audit of your firm (75%), your supervisor's evaluation (10%), and a 3-5 page self-evaluation of your internship experience (10%).

How do I register?

Your application packet will be reviewed by Ms. Harms. Please submit it to her personally in her office at 3462 Van Munching Hall or submit it electronically to her at mharms@rhsmith.umd.edu. On the day of your appointment, bring the following information with you:

  • A letter from your supervisor, on company letterhead, describing your internship and stating the number of hours you will be working.
  • Current resume
  • Your transcript. (or informal copy from Testudo.)
  • A 2014 student internship information form available here.

If you meet all the requirements, Mary Harms will clear you to register for internship credit through Testudo.

Please note the following additional information about registering for BMGT 357:

  • Students who wish to receive credit for a summer internship MUST enroll in Summer Session II. Credit will NOT be deferred until fall.
  • Credit for marketing internships are only available through the marketing department in the summer.
  • Fall and spring semester marketing internships may be available for credit through the University's Career Center in Hornbake Hall.
  • Summer session tuition is set by the Office of Summer Programs, not by The College of Business & Management.

Can I get credit for my internship if I am getting paid?

Yes.

What happens to the six credits that I am receiving for my internship?

The first three credits go towards a marketing elective. If there are any additional credits, they are applied towards a general elective.

Did we miss your question?

Then, call Mary Harms 301-467-3992 or e-mail her at mharms@rhsmith.umd.edu.

Term Paper

OUTLINE OF MARKETING AUDIT

Your assignment is to conduct a marketing audit of the organization in which you are doing your internship. This assignment is designed to apply to a broad spectrum of firms and non-profit organizations. With that in mind, below is a basic outline to follow in doing your analysis.

Your audit should be based on a combination of:

  • Library research on your organization and the environment in which it's operating. This can be done either in the library or by accessing library databases through the Internet. This does not mean relying on company Web sites.
  • Interviews with marketing managers
  • Materials provided by your company, and
  • Your own observations.

Keep in mind that your ideas count! If you disagree with what you are told by a marketing manager, be sure to say so.

Your market analysis MUST include each of the five sections presented in the outline. If you wish to make modifications in order to suit your own internship situation, you should discuss these with Ms. Harms beforehand.

Your paper should be at least 25 pages (double-spaced), but no more than 30 pages, including exhibits and a reference list. This may seem long to you at first; however, if you have done your research thoroughly, you will find that you have more than enough information to fill at least 25 pages.1

I. Introduction (5%): Provide background information on your firm. This should include industry, type of ownership, location and mission statement.

II. Analysis of Organizational Structure (10%):

A. Present an organization chart. Show the structure of your firm, including positions of responsibility and lines of authority. Show how marketing positions fit into the overall structure of the firm.

B. Describe the responsibilities of persons in marketing positions. This information should come primarily from interviews with managers. Keep in mind that even if your firm or location has no marketing department, someone must perform marketing functions.

IN WRITING THE NEXT TWO SECTIONS, YOU SHOULD PLAN ON DOING SOME LIBRARY RESEARCH. IF YOU ARE OFF CAMPUS, THE PUBLIC LIBRARY WILL HAVE NEWSPAPERS, BUSINESS PERIODICALS AND GOVERNMENT DOCUMENTS THAT SHOULD BE HELPFUL. ALSO, THE LIBRARY DATABASES ARE EASILY ACCESSIBLE THROUGH THE INTERNET.

III. Analysis of Marketing Strategy (20%):

A. Segmentation strategy. Describe the target customer. If the target customer is other businesses, present information on geographic location, type of industry, company size, and product end-use. If the target customer is the consumer, present information on socioeconomic, demographic, and psychographic characteristics. Keep in mind that your company may have more than one group of target customers.

EXAMPLES:

The National Academy Press is a leading publisher or scientific and technical books. It has two target customers. In the business-to-business market, it sells books to upscale book chains, such as Borders and Barnes & Noble. It also sells directly to upper-middle class consumers through its catalog.

Grey Advertising is a leading full-service integrated marketing communication agency in New York. Its major accounts are large firms in the consumer products industries, such as Dannon, Konami Video Systems, and Hebrew National.

DeBeers Group, the purveyor of diamonds, aims to sell its smaller diamonds to women 30 to 54 years old, with household incomes of $100,000+.

B. Analyze the marketing mix. Include the elements of the marketing mix, as specified below. Refer back to your marketing textbook for help with this! Include detailed information with specific examples.

Listed below are examples of the type of questions you should be answering in your analysis. You can add, subtract, or modify information in this section to reflect the marketing mix of your organization. If you have questions, please contact Mary Harms.

1. Product Strategy:

a. Category or categories offered

b. Product Mix (width, depth, consistency)

c. Branding policy: Give the name(s) of brand(s) in the product mix. Does your company use individual or family branding? Show the trademark(s) of your company's brand(s).

d. Brand (or corporate) image.

e. Evidence of product innovation

In 2003, in Japan, McDonald's rolled out the French ratatouille burger, one of a slew of new gourmet items its Japanese unit is using to target young professional women.

Rio Audio, one of the dominant players in portable digital music players, has introduce a new round of iPod "killers," which are slimmer and easier to use than their predecessors, based on a new kind of hard disk that's smaller than that used in the iPod.

In an effort to attract lucrative business customers, in 2003 Verizon Wireless rolled out a national walkie-talkie-like service on its cell phones.

2. Pricing Strategy:

a. Position in market (e.g., discount, moderate, upscale)

b. Type of pricing (e.g., cost-based, demand-based, competitor-based)

Note that if you are in a business-to-business operation, pricing may be determined by negotiation. If this is the case, discuss the process.

3. Communication Strategy:

a. Advertising: Is message institutional, price or product-oriented? What advertising messages are currently being used? What media are used? Give examples! (e.g., print, broadcast)

b. Direct marketing (e.g., direct mail, telemarketing, Internet)

c. Personal Selling: Describe your company's approach to personal selling. How do sales representatives communicate with the customer? In person, by telephone, or electronically? What efforts do the sales representatives make to develop a "relationship" with their customers?

d. Sales Promotion: Describe your company's sales promotion program. Examples of tactics include, but are not limited to: consumer promotion (coupons, premiums, contests, samples, point-of-purchase display); trade promotion (trade allowances, push money, training, participation in trade shows)

e. Customer service. What efforts does your company make to support its products after-sale?

4. Distribution:

Describe the channel through which your company's products are marketed. Provide a diagram (or diagrams) showing the location of your organization in the channel.

EXAMPLE:

L.L. Bean uses a direct distribution system, in which it sells its products directly to the consumer through its retail store, catalogs, and the Internet.

Godiva (the chocolatier) uses a direct distribution system, and a system in which there is one middleman. In the one middleman system, sales representatives sell to department stores that resell Godiva products to consumers.

IV. Analysis of the environment in which your firm is operating (25%): Library research is essential in this section! The UMD library has a wealth of databases that you can access either through VBIC, or directly through the University's Web site.2

A. Customer trends. Identify and discuss trends that may influence the behavior of your firm's target customer (e.g., demographics, lifestyle, confidence levels, satisfaction). Be sure to give as many facts (including statistics, if relevant) as possible. Be sure to cite your references.

EXAMPLES:

Baby boomers are aging (e.g., The median age of the population is now 35.4. It is expected to increase to 38.2 by 2010), creating demand for "nostalgia" in products.

Internet shopping now accounts for 1-2% of all retail sales. However, it is expected to account for as much as 10% by 2005.

As the Internet continues to evolve, consumers are getting used to the idea that the Web no longer provides a "free ride," and are beginning to pay for a wide range of online content.

B. Economic trends (income, interest rate, inflation): The inflation rate is currently low, at approximately 3.2%.

C. Industry trends

EXAMPLES:

Globalization: Sales worldwide were sluggish. However, most of the world's largest retailers increased their sales by 10% between 1998 and 1999.

D. Competitive situation.

Evaluate the level of competition in the industry in which you are working. The financial services industry, of which Merrill Lynch is part, is highly competitive. (Merrill Lynch 2002 Annual Report, p. 13)

Identify at least two other organizations selling similar goods or services. Compare the marketing mix of those firms to the marketing mix of your firm on at least two dimensions. What element or elements of the marketing mix does your firm use to gain a competitive advantage?

EXAMPLES:

Nordstrom competes with Bloomingdale's and Macy's. It gains a competitive advantage through superior customer service.

Black Entertainment Television competes with the major networks, but gains a competitive advantage by offering programming targeted to African-Americans.

National Geographic's Home Video Division competes with Discovery Communications and BBC.

E. Trends in technology. Identify and discuss changes in technology that may affect the marketing strategy of your firm

EXAMPLES:

Hotel chains such as Marriott used computerized information systems to build databases including detailed information on their customers' personal characteristics and buying habits. This information is used to develop "preferred customer" programs that create long-term relationships.

The telecommunications industry has new "smart" pay phones, which contain computer chips that alert the technical center to breakdowns. In many cases, technicians are able to correct problems before customers are even aware of them.

As part of its plan to maintain its innovative IT edge, VF, the world's largest apparel maker, is moving from multiple legacy systems across its five operating divisions o a common systems architecture using packaged software. This will allow it to move manufacturing offshore without sacrificing its ability to respond quickly to customers.

F. Legal and regulatory trends.

EXAMPLES:

Complexities associated with fluctuations in the exchange rate keep firms such as Ben & Jerry's from offering direct mail service outside the U.S.

The increasing number of federal and state laws that require companies to limit access to information on customers is causing Merrill Lynch to outsource its network security service.

The Environmental Protection Agency (EPA) is responsible for monitoring the discharge of wastewater. Companies such as Cintas, which provides uniforms and uniform cleaning services to businesses, must meet EPA standards. Under the Bush administration, the EPA may be less stringent in enforcing these regulations.

V. SWOT Analysis and Recommendations for strategy (35%):

Consider your analyses of environmental trends vis-à-vis the marketing mix of your company. What are the strengths and weaknesses of your firm compared to its competition? What threats do you see? What opportunities are there?3 What changes in marketing strategies would you propose for the next five years?

EXAMPLE:

Verizon markets pay phone service (coin collection, repair, maintenance) to airports and malls. Its major strength is superior customer service. Its major weakness is price, in that its price is high relative to the competition. A potential threat is price competition stemming from deregulation. There are at least two opportunities for Verizon: 1) To position itself as the leader in customer service; and 2) To build customer loyalty by practicing relationship marketing.

Format:

This paper should be at least 25 pages long (double-spaced), including exhibits and a reference list. Please use headings and subheadings to help you organize your work and improve readability. Use a 12 point font, left-justification, and 1 inch margins top, bottom and sides. Also, be sure to include page numbers.

The citations in your paper should be specific enough so that I can locate the information easily if I need to. If, for example, you cite information from a Website, the complete URL should be included in the reference list. If you cite information from either a book or a magazine or newspaper article, a specific page should be cited.

In writing your paper, keep in mind that not all sections are equally important. In grading, the weight of the sections will vary from 5% (Introduction) to 30% (Analysis of Environment and Analysis of Marketing Strategy). Factors influencing your grade will include content (completeness and accuracy), organization, and quality and clarity of presentation. Please make your presentation as professional looking as possible. Please note that if your paper is not carefully edited, your grade will be adversely affected. This means that your grammar, punctuation, and spelling should be of professional quality.

Helpful Hints - Try to avoid the following common grammatical errors:

  • Using "it's" as the possessive. "It's" means "it is". The possessive is "its."
  • Using singular nouns with plural pronouns. When you refer to "the firm", the correct pronoun is "its", not "their". Similarly, when you refer to "the consumer" the correct pronoun is "he" or "she".
  • Not underlining or italicizing the name of a periodical in either the text or the reference list (e.g., The Wall Street Journal or The Wall Street Journal).
  • NOTE: Failure to use good grammar will have a negative effect on your grade!

Plagiarism:

Plagiarism, which involves using someone else's ideas or words as your own, is unacceptable and will be prosecuted in accordance with University policy. Keep in mind that if you quote someone, the words MUST be placed in quotation marks. It is NEVER appropriate to copy material from annual reports, magazines, books, newspapers, or any other printed material (including web sites) without placing the information in quotes.

Consistent with University Policy, please include on the cover sheet of your paper the following statement of academic integrity:

"I pledge on my honor that I have not given or received any unauthorized assistance on this assignment." ___________________ (your signature)

This assignment is due by 4:30 p.m. on Friday, August 20th in the Smith Operations office on the second floor of Van Munching. The project must be given to Tyrone or Anne who will initial the paper and include the time and date it was submitted.

Professor Harms prefers that the project be mailed to her at: Mary Harms, 129 Tanners Point Drive, Stevensville, Maryland 21666. She must receive it by or on Friday, August 20, 2012. There will be a 10-point reduction in points for each day the project is late.

The project cannot be e-mailed to the Professor unless the intern is working outside the U.S. Please note that if your assignment is submitted late, your grade will be adversely affected.

VI. Overall Presentation (5%):

A. Professional in appearance
B. Spelling
C. Grammar
D. Use of marketing terms


[1] Please submit a HARD copy, either by mail or in person. Student work that is faxed or sent by email may get lost in the shuffle!

[2] Failure to use the library databases sufficiently in your analysis will detract from your grade.

[3] Strengths and weaknesses should be selectively derived from Section III. Opportunities and threats should be selectively derived from Section IV. Recommendations for strategy should be based on your SWOT analysis.

Course Descriptions

The Undergraduate Marketing Electives Catalog -- A Career-Based Introduction is available at this link.

BMGT 350 Marketing Principles and Organization

An introductory course in the field of marketing. Its purpose is to give a general understanding and appreciation of the forces operating, institutions employed, and methods followed in marketing agricultural products, natural products, services and manufactured goods.

BMGT 353 Retail Management

Retail store organization, location, layout and store policy; pricing policies, price lines, brands, credit policies, records as a guide to buying; purchasing methods; supervision of selling; training and supervision of retail sales force; and administrative problems.

BMGT 357 Marketing Internship

The Marketing Internship course at the Smith School of Business is an excellent opportunity for marketing majors to gain business experience while earning academic credit. Marketing interns will apply concepts from the classroom in an actual business setting and may gain a competitive advantage in the job market upon graduation. In fact, many interns accept full-time positions with the companies where they interned. » Internship Information

BMGT 450 Integrated Marketing Communications

This course is an in-depth study of coordinated marketing activities emphasizing advertising and promotion. Linkages with sales promotion, internet marketing, direct marketing, public relations and personal selling are also considered. Emphasis will be placed on strategic planning to effectively use these promotional tools to communicate with customers and meet marketing goals. Current theory and practices will be emphasized.

BMGT 451 Consumer Analysis

American consumers in the marketing system. Underlying consumer behavior such as economic, social, psychological and cultural factors. Analysis of consumers in marketing situations - as a buyer and user of products and services - and in relation to the various individual social and marketing factors affecting their behavior. The influence of marketing communications is also considered.

BMGT 452 Marketing Research Methods

Develops skills in the use of scientific methods in the acquisition, analysis and interpretation of marketing data. It covers the specialized fields of marketing research; the planning of survey projects, sample design, tabulation procedure and report preparation.

BMGT 454 International Marketing

Marketing functions from the international executive's viewpoint, including coverage of international marketing policies relating to product adaptation, data collection and analysis, channels of distribution, pricing, communications, and cost analysis. Consideration is given to the cultural, legal, financial, and organizational aspects of international marketing.

BMGT 455 Sales Management

The role of the sales manager, both at headquarters and in the field, in the management of people, resources and marketing functions. An analysis of the problems involved in sales organization, forecasting, planning, communicating, evaluating and controlling. The application of quantitative techniques and pertinent behavioral science concepts in the management of the sales effort and sales force.

BMGT 457 Marketing Policies and Strategies

Integrative decision making in marketing. Emphasis on consumer and market analysis and the appropriate decision models. Case studies are included.

BMGT 458C Service Marketing and Management

Service is any action that a firm takes on behalf of its customers. In the U.S., the service sectors account for 80% of the GDP, and 83% of the top recruiters at Smith are service firms. Thus, it is very likely that you will find yourself in a career that involves service. In this course you will learn how marketing a service differs from marketing a good; research techniques specific to service marketing; tools, such as service blueprints, for designing innovative services and improving existing services; strategies for satisfying your customers and creating customer loyalty; how to use customer service to create, maintain, and improve customer relationships; how to “recover” from a service failure and manage public relations crises; the role of an integrated marketing communication strategy in building a service brand; and how to use hard and soft customer metrics in evaluating service performance.

BMGT 484 Electronic Marketing

This course examines the impact of the Internet on traditional methods of marketing and the related business functions, which enable and support it. It explores the existing and potential future uses of the Internet for the marketing of goods and services across a range of product categories. It will investigate the utility of the Internet as a tool for business to increase effectiveness, efficiency and competitiveness. It will study the business models currently existing on the Web and develop a framework that can be used to evaluate the Internet's potential value across a range of business types.

BMGT 498B Design in Marketing

Design in Marketing, a hybrid course taught by a professional visual communications designer and educator, examines the role design plays in marketing strategy. Marketers and designers must work together in the marketplace, both offering different but complementary creative skills and perspective. This course brings those two worlds together. Students examine what makes a successful marketing vehicle; utilizing the design process, elements and principles, and conceptual skills to solve the initial problem. It is based on the belief that design can make a major contribution both to an individual's quality of life and to a corporation's success, and that both individual and corporate interests can be served through the effective use of the following disciplines: product and package design, interior design and architecture, and visual communication design in print advertising and interactive website design.

Online University Course Information

University Book Stores

Marketing PhD Student Profiles

Ajay AbrahamAjay Abraham

Office: 3330J Van Munching Hall 
Phone: (301) 405-4688 or (301) 405-5774
Fax: (301) 405-0146
Email: aabraham1@rhsmith.umd.edu

2014 Candidate: Ajay is a Computer Science engineer from M. G. University, India, and a graduate of the Indian School of Business (ISB). Most recently, he was a teaching assistant for marketing courses at ISB and did research in marketing and organizational behavior. He has worked at Microsoft, Wipro Technologies, and UST Global, in roles spanning marketing, technology, and research, and he has also taught undergraduate engineering classes at his alma mater.

Ajay was awarded a full graduate assistantship and a Dean's Summer Fellowship for his Ph. D. studies. His research interests include behavioral pricing, goal conflict, and affect.

Curriculum Vitae

Zachary ArensZachary Arens

Office: 3330J Van Munching Hall 
Phone: (301) 405-4688 or (301) 405-5774
Fax: (301) 405-0146
Email: zarens@rhsmith.umd.edu

2012 Candidate: He holds an undergraduate degree in marketing information systems from James Madison University and a masters degree in survey methodology from the University of Maryland. Prior to joining the PhD program Zac worked as a statistical analyst and methodologist at the Gallup Organization in Washington D.C. and San Francisco. His research interests include survey research methodology, consumer attitudes measurement and modeling.

Curriculum Vitae

Yu-Jen ChenYu-Jen Chen

Office: 3330J Van Munching Hall
Phone: (301) 405-4688 or (301) 405-5774
Fax: (301) 405-0146
Email: ychen@rhsmith.umd.edu

2013 Candidate: Yu-Jen obtained his Bachelor of Science degree in Management Science (June 2002) from National Chiao Tung University, Taiwan and his MBA degree (June 2004) with concentration in finance from National Cheng Kung University, Taiwan. While working on his master’s thesis, Yu-Jen developed interests in behavioral finance and decided to study consumer behavior as his future research.

At Maryland, he was awarded a full graduate assistantship and a Dean’s Summer Research Fellowship for his PhD studies. His research interests include consumer decision-making, judgment, and pricing.

Yue DongYue Dong

Office: 3330J Van Munching Hall
Phone: (301) 405-4688 or (301) 405-5774
Fax: (301) 405-0146
Email: yuedong@rhsmith.umd.edu

2016 Candidate: Yue holds an undergraduate degree in Marketing from Beijing University of Posts and Telecommunications and a masters degree in Business Administration from Tsinghua University, China. Her research interests include quantitative modeling and Bayesian statistics in marketing.

Jordan EtkinJordan Etkin

Office: 3330J Van Munching Hall
Phone: (301) 405-4688 or (301) 405-5774
Fax: (301) 405-0146
Email: jetkin@rhsmith.umd.edu
Personal website

2013 Candidate: She holds an undergraduate degree in operations and information management from the Wharton School at the University of Pennsylvania. Jordan has worked in marketing consulting for firms in both Washington, D.C. and New York City. Jordan is focused on behavioral marketing, and her research interests include consumer behavior, self-regulation, and learning.

Curriculum Vitae

John HealeyJohn Healey

Office: 3330J Van Munching Hall
Phone: (301) 405-4688 or (301) 405-5774
Fax: (301) 405-0146
Email: jhealey@rhsmith.umd.edu

2014 Candidate: He holds an undergraduate degree in Economics and Political Science from the University of Florida and a Master's of Science in Management and a Master's of Business Administration from the University of Florida. His research interests include services marketing, innovation, and modeling.

Heather JohnsonHeather Johnson

Office: 3330J Van Munching Hall
Phone: (301) 405-4688 or (301) 405-5774
Fax: (301) 405-0146
Email: hjohnson@rhsmith.umd.edu
Personal website

2014 Candidate: Heather received her BS in Business from Wake Forest University's Calloway School. Prior to joining the PhD program, Heather conducted marketing best practice research and executive education at The Corporate Executive Board Company in Washington, DC; she also worked in the retail industry with Kimbrell's Furniture, Inc. and on neuroeconomics research with consumer behaviorists at the University of South Carolina.

Heather was awarded a full graduate assistantship and a Dean's Summer Fellowship for her PhD studies. Her research interests include indulgence, nonconscious goal activation, and decision making in branded experience environments.

Curriculum vitae

James KimJames Kim

Office: 3330J Van Munching Hall 
Phone: (301) 405-4688 or (301) 405-5774
Fax: (301) 405-0146
Email: jkim6@rhsmith.umd.edu

2015 Candidate: James received his bachelor’s degree in business administration from Korea University (2008), and his master’s degree in marketing from Seoul National University (2010). He is primarily interested in how consumers address their identity concerns through choice. Outside the lab, he enjoys reading science fiction, listening to original scores, and watching footage of 2010 Vancouver Olympics figure skating gold medalist Yuna Kim.

Tom KimTom Kim

Office: 3330J Van Munching Hall
Phone: (301) 405-4688 or (301) 405-5774
Fax: (301) 405-0146
Email: tomkim@rhsmith.umd.edu

2015 Candidate: Tom received his MS degree in Business Administration from the Seoul National University in South Korea and his bachelor’s degree in Business Administration and Economics from the same university. His research interests lie in consumer behavior, finding factors that unconsciously affect consumer choice. He is particularly interested in the role of emotions in consumer behavior.

Seoungwoo LeeSeoungwoo Lee

Office: 3330J Van Munching Hall
Phone: (301) 405-4688 or (301) 405-5774
Fax: (301) 405-0146
Email: seoungwoolee@rhsmith.umd.edu

2016 Candidate: Seoungwoo holds an undergraduate degree in industrial engineering from Korea University and a master’s degree in operations research from Columbia University. Prior to joining the PhD program he worked at the Center for Decision Sciences at Columbia Business School. His research interests include quantitative modeling, consumer choice and Bayesian statistics in marketing.

Alice LiAlice Li

Office: 3330J Van Munching Hall
Phone: (301) 405-4688 or (301) 405-5774
Fax: (301) 405-0146
Email: hli2@rhsmith.umd.edu
Personal website

2014 Candidate: Alice received her BS as a distinguished graduate from Renmin University of China. She was awarded scholarships from her university, individual and organizational fundings from 2003 to 2007. In her third and fourth year at Renmin University of China, she participated three nationwide and one statewide economics-related projects. Alice was awarded a fellowship as well as a summer research assistantship at University of Illinois- Urbana Champaign, where she got her MS degree. Her master thesis, founded by National Science Foundation, focused on economic analysis through Monte Carlo methods.  Her research interests include quantitative modeling and Bayesian statistics in marketing.

Curriculum Vitae

Qian LiQian Li

Office: 3330J Van Munching Hall
Phone: (301) 405-4688 or (301) 405-5774
Fax: (301) 405-0146
Email: qianli@rhsmith.umd.edu  

2014 Candidate: Qian received her M.Phil. degree in Management Studies from University of Cambridge, U.K. and her bachelor’s degree in Information Systems with a minor in Computer Science and Technology from Xi'an Jiaotong University, China. She has working experience at Cheung Kong Graduate School of Business (China) and IBM.

Qian was awarded a full graduate assistantship along with Dean's Summer Fellowship for her PhD studies. Her research interests include consumer information processing and modeling. 

Ted MatherlyTed Matherly

Office: 3330J Van Munching Hall
Phone: (301) 405-4688 or (301) 405-5774
Fax: (301) 405-0146 
Email: jmatherl@rhsmith.umd.edu

2012 Candidate: Ted is studying consumer behavior. His research is focused on how consumers use products to construct and communicate their identities to other people, as well as how those other people guide these behaviors. He has presented his work at the Association for Consumer Research, Society for Consumer Psychology and Society for Judgment and Decision Making conferences.

He has taught undergraduate Marketing Research and has been a teaching assistant for an MBA marketing core course. Ted received his Bachelor's degree in Communications (April 2006) from the University of Michigan, and also worked for the re:group agency in Ann Arbor, Michigan in media planning.

Curriculum Vitae

Hyoryung NamHyoryung Nam

Office: 3330J Van Munching Hall
Phone: (301) 405-4688 or (301) 405-5774
Fax: (301) 405-0146
Email: hnam@rhsmith.umd.edu

2012 Candidate: Hyoryung is an empirical modeling researcher. Her research focuses on developing quantitative marketing models to study the relationship between the network of contents in social media and firms' financial performance and strategic decision making. At Maryland, Hyoryung was awarded a full graduate assistantship and a Dean's Summer Fellowship for her studies. 

She received her M.S. degree in Management Engineering from the Korea Advanced Institute of Science and Technology (KAIST) Graduate School of Management and her B.S. degree in Political Science and International Relations from the Korea University. Before joining the PhD program, she worked as a brand manager in consumer goods industry in Korea.

Curriculum Vitae

Yuchi ZhangYuchi Zhang

Office: 3330J Van Munching Hall
Phone: (301) 405-4688 or (301) 405-5774
Fax: (301) 405-0146
Email: yzhang2@rhsmith.umd.edu
Personal website

2014 Candidate: Yuchi holds an undergraduate degree in economics from the Wharton School at the University of Pennsylvania. Prior to joining the PhD program, he worked as an investment banking analyst in Baltimore. Yuchi was awarded a full graduate assistantship and a Dean's Summer Fellowship for his PhD studies. He is an empirical modeler with a substantive focus on online social media, word-of-mouth communication, text analysis, and social influence.

Recent Placements

Dr. Jing Gao, Fall 2011
Associate Professor
Research Institute of Economics and Management
Southwestern University of Finance and Economics
Chengdu, Sichuan
China 610074 
Phone: 86-28-87352563
Email: gao@swufe.edu.cn

Dr. Gauri Kulkarni, Fall 2009
Assistant Professor
Department of Marketing
Sellinger School of Business and Management
Loyola College in Maryland
Sellinger Hall 404
Baltimore MD 21210
Tel: 410-617-5461
E-mail: gmkulkarni@loyola.edu 

Dr. Francine Espinoza, Fall 2009
Assistant Professor of Marketing
ESMT - European School of Mgmt and Tech
Schlossplatz 1 - 10178 Berlin
Germany
Tel: +49 (0)30 21231 - 1526
Fax: +49 (0)30 21231 - 1281
Email: espinoza@esmt.org 
Web: www.esmt.org

Dr. Savannah Wei Shi, Fall 2011
Assistant Professor
Assistant Professor in Marketing
Leavey School of Business
Santa Clara University
Phone: 408-554-4798 
E-mail: wshi@scu.edu

Dr. Peggy Tseng, Fall 2009
Assistant Professor
Department of Business Administration
Alfred Lerner College Of Business and Economics
University of Delaware
Newark, DE 19716
Office: (302) 803-2081
Email: ptseng@udel.edu

Dr. Ashwin Aravindakshan, Fall 2007
Assistant Professor
Department of Marketing 
University of California, Davis
Davis, California

Tuck Siong Chung, Fall 2007
Assistant Professor
Division of Marketing and International Business 
College of Business (Nanyang Business School) 
Nanyang Technological University
Singapore
Email: ATSCHUNG@ntu.edu.sg
Phone: (+65) 6790 4830

Dr. Shweta Oza, Fall 2007
Assistant Professor
Department of Marketing 
Universityof Miami
Miami, Florida

Dr. Debora Viana Thompson, Fall 2006
Assistant Professor
McDonough School of Business 
Georgetown University

Washington, DC

Dr. Nevena Koukova, Fall 2005
Assistant Professor
Department of Marketing
Lehigh University
27 Memorial Drive West 
Bethlehem, PA 18015

Dr. Lan Luo, Fall 2005
Assistant Professor
Marshall School of Business
University of Southern California
ACC 301F
Los Angeles, CA 90089
Office: (213) 740-2497
Email: lluo@marshall.usc.edu

Dr. Xing Pan, Fall 2003
First placement was at Indiana University at the
Kelley School of Business (2003 - 2007)
Dr. Pan is currently at the 
University of California - Riverside
Office: (951) 827-6333
Email: xing.pan@ucr.edu
http://agsm.ucr.edu/faculty/staff/pan.html

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