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Students must have declared a
primary concentration. The secondary
concentration in Electronic Commerce cannot be a
student’s only concentration in Wharton.
The secondary concentration requires a
four-credit unit program as follows:
Required
OPIM 311 Business
Computer Languages or suitable
higher level technology
course (by approval)
OPIM 469 Advanced
Topics in Information Strategy
One of
MGMT 223 Business
Strategy
MGMT 231
Entrepreneurship & Venture Initiation
Electives
One of
FNCE 250 Venture
Capital and Private Equities
LGST 222 Law of
E-commerce
MGMT 223 Business
Strategy
MGMT 231
Entrepreneurship & Venture Initiation
MGMT 237 Management
of Technology
MKTG 227 Marketing
Electronic Commerce (.5 cu)
OPIM 314 Computer
Mediated Communication
and Electronic Commerce
OPIM 316 Systems
Analysis and Design
BPUB 290 Technology
in Global Markets (.5 cu)
One cu may simultaneously count
toward the Business Breath requirement and the Managing
Electronic Commerce secondary concentration. However,
no other double-counting is allowed with any other
concentration or program. The primary contact for
student advising will be Lorin Hitt in the OPIM
Department, but students also may seek advising from
Nicolaj Siggelkow (Management) and Christophe Van den
Bulte (Marketing).
Marketing
Students pursuing a concentration
in Marketing acquire a solid grounding in applying the
basic disciplines (e.g., psychology, economics,
statistics) essential for understanding consumer and
organizational buying patterns and for developing
successful marketing strategies. They also acquire
practical experience in the application of these
concepts and methods, via half-semester mini courses
(e.g., new product development, advertising, retailing)
and a capstone course. Many students with a
concentration in Marketing have gone on to work in
brand management, advertising sales, marketing
research, consulting, and entrepreneurial ventures.
Required
MKTG 211 Consumer
Behavior
MKTG 212 Marketing
Research
Two cus of:
MKTG 221 New Product
Mgmt (.5 cu)
MKTG 222 Pricing
Policy (.5 cu)
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MKTG 223 Channel Mgmt (.5
cu)
MKTG 224 Advertising
Mgmt (.5 cu)
MKTG 225 Principles
of Retailing (.5 cu)
MKTG 226 Sales Force
Mgmt (.5 cu)
MKTG 227 Marketing
and Electronic Commerce
(.5 cu)
MKTG 235 Principles
of Advertising
MKTG 236 Law of Mktg
and Antitrust
MKTG 271 Models of
Marketing Strategy
MKTG 276x Applied
Probability Models in Marketing
MKTG 277 Marketing
Strategy
MKTG 281
Entrepreneurial Marketing (.5 cu)
MKTG 282
Multinational Marketing (.5 cu)
MKTG 286 Business to
Business Marketing (.5 cu)
MKTG 288x Pricing
Strategies
MKTG 289 Marketing
Methods and Applications
for Business Consulting
(.5 cu)
MKTG 341 Senior Seminar
MKTG 394 Special Topics:
Entertainment and
Sports Marketing
MKTG 399 Independent
Study *
* subject to approval of
department undergraduate advisor
The Department
Chair: Stephen J. Hoch. Professors: J.
Scott Armstrong, Edward T. Bradlow, George S. Day,
Jehoshua Eliashberg, Peter S. Fader, J. Wesley
Hutchinson, Dawn Iacobucci, Barbara E. Kahn, Leonard M.
Lodish, Robert J. Meyer, Jagmohan S. Raju, David J.
Reibstein, David C. Schmittlein, Scott Ward, Yoram
(Jerry) Wind. Associate
Professors: David R. Bell,
Christophe Van Den Bulte, Z. John Zhang. Assistant Professors and Tenure-Track
Lecturers: Lisa E. Bolton,
Xavier Dreze, Rashuram Iyengar, Americus Reed II,
Deboral Small, Patricia Williams. Visiting Faculty:
Pierre Chandon, Joel Huber, John Hulland, Keith
Neidermeier, Seshan Ramaswami, J. Edward Russo. Affiliated Faculty: Anthony Adams, Anthony DiBenedetto, Barry
Feinberg, Greg Meyers, Terence Oliva, Michael
Rechtiene, Catherine Schaffer, Paul J.H. Schoemaker,
Michael Smith. Emeritus
Faculty: John U.
Farley, Charles S. Goodman, Paul E. Green, William T.
Kelley.
Marketing and Communication
(Dual Concentration)
The connections between Marketing
and Communication as fields of study are many.
Whether in advertising, the development of
web-based initiatives, or in the conduct of market
research, marketing professionals must understand the
communication process and the most effective
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