Marketing for Measurable Change

Companies and organizations increasingly use tools such as product, price or communication strategies to improve metrics that directly relate to financial performance or progress toward a mission based objective. In this class, students will participate in projects with corporate or organizational sponsors developing strategies to improve these key performance indicators. Project steps and learning objectives may include (I) defining the strategic path that motivates stakeholders to dedicate needed resources, (ii) evaluating the data to identify target customers and associated opportunities, (iii) forming plans and budgets for how to change behavior using one or more marketing strategies/tools and (iv) tracking and reporting progress in ongoing data metrics. We prioritize projects facing challenges in changing behavior, such as when a new product's potential customers are strongly attached to an incumbent or when opportunities for sustainable change exist with those placing low value on sustainability. Students will have the option to source their own projects, following a multistep project development and approval process prior to the course. Who might be interested in taking this course: students interested in entrepreneurship; product management; cross-functional roles linking actions and strategies to performance objectives; and marketing roles that involve communication, product, and pricing strategies. This course is part of the GSB's Action Learning Program, in which you will work on real business challenges under the guidance of faculty.  In this intensive project-based course, you will learn research-validated foundations, tools, and practices; apply these tools and learnings to a real project for an external organization; create value for the organization by providing insights and deliverables; and be an ambassador to the organization by exposing them to the talent, values, and expertise of the GSB.  You will also have the opportunity to gain practical industry experience and exposure to the organization, its industry, and the space in which it operates; build relationships in the organization and industry; and gain an understanding of related career paths.