Fulltime MBA
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The University of Iowa The University of Iowa Henry B. Tippie School of Management
Tippie College of Business School of Management Fulltime MBA Curriculum


Marketing

“Tippie incorporated several Real-Time Corporate Projects (RTCPs) into the curriculum which gave me the opportunity to work with companies including McDonald's, HON, and Maytag to gain MBA-level marketing experience. It was not only rewarding to see the impact we had on the businesses, but fundamental in jump-starting my career in product management. As a result of my participation in these projects I was able to stand out among other MBA candidates to obtain my internship in brand research at General Motors.”

Jennifer Brophy
Associate Product Manager, American Greetings
Tippie MBA 2002

The marketing concentration provides a springboard for careers in brand, category and product management, marketing research, and sales and sales management. Marketing courses emphasize the practical application of marketing knowledge and research. Course offerings cover marketing research, buyer behavior, product management, advertising and promotion in the context of consumer, business to business, service and international marketing.

The marketing faculty encourages sponsored interaction between you and the business community through executive visitor programs, field visits, and applied class projects. You will study a curriculum designed to provide the capabilities required in successful marketing careers. You may select your electives so that you are able to develop competence in one of two possible tracks: product management or marketing research. You may also choose to develop broad skills in marketing by selecting the marketing concentration.

Required courses include: 06M:230 and 06M:232 plus two of 06M:201, 06M:223, 06M:227, 06M:229, 06M:234, 06M:235, 06M:236, 06M:237, and 06M:238 (contemporary topics course offered periodically).

06M:201 Directed Readings in Marketing

Independent study of a specialized topic in marketing.
(3 credits)
06M:223 Brand Management

Strategies for building, leveraging, and defending brands; principles of consumer behavior, how they relate to building brand identity and equity; branding of consumer goods and services. Prerequisite: 06N:211.
(3 credits)
06M:227 Category Management

Marketing strategy taking into account manufacturing product line interactions, retailer product assortment and consumer response. Topics include: category definition, product line pricing and branding, cross-strategy promotions, channel coordination, efficient consumer response, loyalty programs, database marketing. Prerequisite: 06N:211
(3 credits)
06M:229 Customer Relationship Management

Analytical approaches to customer relationship management; identifying good prospects and customer acquisition, customer development via up-selling, cross selling and personalization, customer attrition and retention, and customer lifetime value. Issues, techniques and terminology associated with database marketing and data mining; decile analysis, RFM (reach/ frequency/ monetary) analyses, and predictive modeling using logistic regression and other techniques: Analysis of customer databases; assessing lifetime valuation (LTV) of customers, identifying “high potential” customers, estimating return on marketing investment, and building predictive models to estimate the probability of response to a marketing campaign. Prerequisite: 06N:211 and 06N:216.
(3 credits)
06M:230 Marketing Research Methods

Managerial applications of marketing research techniques, including methods of design, analysis, interpretation of marketing research studies; assessing value of information, sampling, sources of bias, instrument construction, interpretation of scanner data, geodemographic data, applications of integrated research systems. Prerequisites: 06N:211 and 06N:216.
(3 credits)
06M:232 Buyer Behavior

Behavior of consumers and industrial buyers; research methods and findings from behavioral sciences applied to production, consumption, and marketing of products, services; application of consumer behavior concepts to decision making. Prerequisite: 06N:211.
(3 credits)
06M:234 Product Management

Consumer and business-to-business product strategy with an emphasis on new product development, branding, and pricing. Prerequisites: 06N:211 and 06N:216.
(3 credits)
06M:235 International Marketing

Domestic versus international perspective; identification and evaluation of opportunities and risks in non-U.S. markets; research problems in global markets; effects of international organizations, foreign exchange, macroeconomic policies, local law, and cultural differences on consumer behavior and marketing decisions; multinational versus global marketing strategies (entry, product adaptation, channel logistics, pricing, promotion); emphasis on practical applications. Prerequisite: 06N:211.
(3 credits)
06M:236 Advertising and Promotion Strategy

Marketing communications as dialogue between producers and consumers, how promotional mix evolves; emphasis on advertising, sales promotion, branding. Prerequisite: 06N:211.
(3 credits)
06M:237 Field Studies in Marketing

Experience in planning, designing, carrying out, reporting on a marketing research project for a profit or nonprofit client organization; communication with managers, application of marketing research, meeting deadlines, converting research findings into action recommendations for management. Prerequisites: 06N:211 and 06N:216. Recommended: 06M:230.
(3 credits)