Marketing Labs

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Marketing Labs

A Transformative Marketing Community

Analytics Education at Booth Booth’s distinctive educational philosophy—The Chicago Approach—sets us apart from all other business schools. This multidisciplinary, empirical, and tough-minded framework teaches students how to evaluate and analyze any business problem in order to create an effective solution, no matter the company or industry.

Booth’s marketing curriculum grounds students in the core disciplines—economics, psychology, and statistics. From developing a fluency in the four tactical Ps to understanding consumer behavior, students learn the scientific tools and analytical frameworks that are essential in today’s workplace. With this foundation, students will be able to formulate effective strategies and make optimized business decisions.

For students who are interested in formalizing their marketing MBA education through a marketing concentration, Booth faculty teach both the science and art of marketing.

Learn more about Booth’s marketing curriculum below.

Marketing Courses

Marketing Strategy (Core)

The Marketing Strategy (BUS 37000) course introduces students to substantive and functional aspects of marketing management, including the four tactical Ps: price, promotion, product, and place.

Tools/Knowledge Electives

In Consumer Behavior (BUS 37101), students learn that marketing begins and ends with the consumer, from understanding consumer needs to post-purchase satisfaction. Students study consumer psychology and its implications for both business and personal reasons.

Data-Driven Marketing (BUS 37103) teaches students how to use ROI metrics to improve the profitability of marketing.

Data Science for Marketing Decision-Making (BUS 37105) trains students as data scientists who can analyze data and turn that knowledge into grounded decisions.

In Marketing Research Lab (BUS 37106), students solve real-world growth challenges for their clients, while learning management consulting.

Experimental Marketing (BUS 37107) covers the fundamentals of conducting marketing experiments. Students will learn how to incorporate experimental results into managerial decision making.

Students who take Digital and Algorithmic Marketing (BUS 37304) learn how to use algorithmic tools to optimize a firm’s marketing investments.

The Algorithmic Marketing Lab (BUS 37704) is an in-depth, hands on project based class that requires students to formulate and implement a working algorithmic product.

Statistical Insight into Marketing, Consulting, and Entrepreneurship (BUS 41301) addresses a variety of practical consulting problems and their solutions, including optimal shelf-planning, prediction of a customer's purchase behavior, and analysis of brand loyalty, among others. The course is taught in a way that emphasizes the interpretation of results rather than computations.

Marketing Decisions Electives

New Products and Services (BUS 37200) offers an in-depth understanding of current practices in new product development, with an emphasis on the early up-front stages of the innovation and product development process.

Lab in Developing New Products and Services (BUS 37201) is an experiential learning course. Through company-sponsored, real-world innovation projects, students gain an in-depth understanding of current practices in new-product development, especially the development processes in the early, up-front stages of product development.

Pricing Strategies (BUS 37202) blends marketing analytic frameworks, marketing strategy, microeconomic theory, and data to formulate actionable pricing strategies. Students learn how to coordinate pricing decisions with the rest of the marketing value proposition.

Digital Marketing (BUS 37301) exposes students to a variety of digital-marketing techniques, teaching them how to use content marketing, advertising, search, apps, games, social media, digital wallets and payments, loyalty programs, and location-based and omni-channel marketing.

Digital Marketing Lab (BUS 37703) takes students through the process of designing and executing specific digital marketing program components, hands-on. They will work with several marketing platforms and tools including those for creating and managing digital presence, content and SEO, paid search and social media advertising, marketing sales funnel management, and analytics.

Learn from the Best

We support Booth’s world-class marketing faculty as they apply The Chicago Approach to marketing in their research, which is yielding groundbreaking insights in marketing and all core business disciplines.

Learn More about the Marketing Faculty »

Education for Working Professionals

Booth’s Executive Education courses give leaders the confidence to meet the challenges of today’s evolving business landscape. Our marketing courses provide working professionals with fresh insights they can use in their work. The same faculty who teach our MBA and PhD students teach Executive Education courses.

Learn More about Executive Education »

Reaching a New Breed of Consumer

Pradeep Chintagunta, Joseph T. and Bernice S. Lewis Distinguished Service Professor of Marketing, makes it a point to teach marketing across every academic program at Booth—from MBA students to Executive Education participants. Hear more about his approach to teaching marketing in his course Digital Marketing for Executives.

Read the Story »

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