Stefan Wuyts

MKTG 450 – Marketing Strategy

Market-oriented problems of the firm; identification and selection of market opportunities; formulation of competitive strategies; marketing policies and programs.

MKTG 533 – Business Marketing

MKTG 833 focuses on transactions between organizations, i.e., "Business-to-Business" (B2B) markets, which are critical to the growth and health of the economy, and an essential part of economic life. In most years, the $ volume of transactions between businesses exceeds transactions that are Business-to-Consumer (B2C). The bulk of online business is B2B. Yet, B2B markets differ fundamentally from B2C markets. In this class, students learn the language, concepts, theories, principles, and best practices of modern B2B marketing. The course follows a proven template for developing B2B marketing strategy to drive business results. This framework is called the Value Delivery Framework, and covers building a value understanding, strategy formulation, the design of customer value, the communication and delivery of customer value, and life-cycle management.

MKTG 556 – Mktg Mgmt

To explore the conceptual and applied dimensions of marketing management. MKTG 556 Marketing Management (3)This course is a seminar course, so class involvement will be a major component. In addition, students will be expected to prepare two papers. The first will be a journal submission review; the second will be the written version of each student's research proposal. Academics need to understand journal reviewing, and they need to develop research ideas and write about them. Students will also be expected to prepare and perform two oral presentations. The first will be the presentation discussed in the session description below and will be a part of their class participation. The second will be an oral form of the student's research presentation. Students need to be able to communicate their ideas, and it is hoped that having an oral presentation of their proposals before the written presentation will also help them improve their proposal. Finally, there will be an examination at the end of the course. Each class session, with the exception of the first and last class periods, will be devoted to an important topic in the marketing management domain. For each class period, other than the two exceptions, students will read around 7 papers. The papers will be a mix of classical, seminal works and recent, cutting-edge works in the assigned area. The bulk of the class period will be devoted to discussion of the articles assigned. Discussion will be devoted to a) why the article is important, b) good points of the article, c) bad points of the article, and d) research ideas that the article might suggest or engender. In addition, one student per week will be responsible to find, prepare, and present another published paper that deals with the weeks' issues ; this presentation will be part of the student's participation grade. The last few minutes of each class will be devoted to a discussion by the instructors of where research in the assigned area is going and some interesting open research questions in the area. The two exceptions among the class periods will be the first and last class. In the first class, we will have an introduction to research in marketing management and this particular Ph.D. seminar, while the last class will be devoted to allowing the remaining students to present their research proposals.

MKTG 571 – Marketing Strategy

Examines business-level marketing issues and solutions to problems in competitive business environments.

MKTG 590 – Colloquium

Continuing seminars that consist of a series of individual lectures by faculty, students, or outside speakers.

MKTG 596 – Individual Studies

Creative projects, including nonthesis research, which are supervised on an individual basis and which fall outside the scope of formal courses.

MKTG 597 – Special Topics

MKTG 600 – Thesis Research

MKTG 818 – B2B Marketing Strategy

This course is designed to provide students with a framework for value creation and delivery in business-to-business (B2B) markets. The course introduces basic concepts and theories of B2B marketing, includes application to various strategic B2B marketing decisions, and offers an overarching framework for B2B marketing strategy formation. The applied nature of the course is reflected in the focus on tools and frameworks, the use of case studies, cameos by B2B industry leaders, and assignments encouraging students to creatively approach and solve B2B marketing problems and make decisions that foster organic growth.

MKTG 833 – Business Marketing

MKTG 833 focuses on transactions between organizations, i.e., "Business-to-Business" (B2B) markets, which are critical to the growth and health of the economy, and an essential part of economic life. In most years, the $ volume of transactions between businesses exceeds transactions that are Business-to-Consumer (B2C). The bulk of online business is B2B. Yet, B2B markets differ fundamentally from B2C markets. In this class, students learn the language, concepts, theories, principles, and best practices of modern B2B marketing. The course follows a proven template for developing B2B marketing strategy to drive business results. This framework is called the Value Delivery Framework, and covers building a value understanding, strategy formulation, the design of customer value, the communication and delivery of customer value, and life-cycle management.

MTKG 450 – Marketing Strategy

Market-oriented problems of the firm; identification and selection of market opportunities; formulation of competitive strategies; marketing policies and programs.