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A Transformative Marketing Community

Analytics Education at BoothBooth’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

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.

Marketing Strategy (with Sustainability Simulation) (BUS 37110) covers the same topics as the regular Marketing Strategy class (37000) with two main differences. First, the cases used will be slanted towards topics involving marketing and CSR, Sustainability and Nonprofits. Second, students will be using a computer simulation called SABRE Sustainability in the last five weeks of the quarter and will manage a firm and make marketing decisions for the firm in groups.

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

Brand Management in a Digital Age (BUS 37209) introduces the principles of brand management as practiced by industry leaders today and focuses on how great marketing, including digital programming, is driven by a sound understanding of consumer segmentation, brand positioning, distinct product benefits, and relevant in-market executions.

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.

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

Data Science for Marketing Decision Making (BUS 37105) introduces modern data-driven marketing techniques and trains students as data scientists who can analyze data and make marketing decisions using state-of-the-art tools employed in the industry. Students will cover a wide range of topics, including demand modeling, the analysis of household-level data, customer relationship management (CRM), and digital marketing.

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.

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.

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.

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.

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