COURSE NUMBER: MBA 263.1

COURSE TITLE: Information- and Technology-based Marketing

UNITS OF CREDIT: 3

INSTRUCTOR: Florian Zettelmeyer

E-MAIL ADDRESS: florian@haas.berkeley.edu

CLASS WEB PAGE LOCATION: http://faculty.haas.berkeley.edu/florian/spring05/

MEETING DAY(S)/TIME: Tuesday and Thursday; 9:30-11:00 AM

PREREQUISITE(S): BA206

CLASS FORMAT: Mixture between lectures, cases, projects, and exercises

REQUIRED READINGS: Cases, course reader

BASIS FOR FINAL GRADE: Mixture between exercises, project, and class

participation

ABSTRACT OF COURSE'S CONTENT AND OBJECTIVES:

"Information- and Technology-based Marketing" addresses how to use information technology to learn about and market to individual customers.

Information technology has two important effects for Marketing.

First, many firms now posess much more information about consumers' choices and reactions to marketing campaigns than ever before. However, few firms have the expertise to intelligently act on such information. The first goal of this course is to help students develop this expertise. Specifically, the course will teach what it takes to collect, analyze, and act on customer information. For example, we will use sophisticated targeting models to increase marketing ROI in direct marketing campaigns. While we will use many quantitative methods in the course, the goal is *not* to produce experts in statistics. Instead, the goal is to train students to be able to comfortably interact with and manage a marketing analytics team.

The second effect of information technology is that it has changed the competitive environment for many firms. Consumers have more information about competitive offerings, the Internet has allowed many competitors to market to consumers directly, etc. Hence, this course will also focus on how to adapt marketing strategy to an environment of more informed customers, more flexible competitors, and additional ways of reaching consumers.

Marketing is going through an evolution from having been primarily an art to becoming a science. This course teaches students a crucial part of the "science" approach to marketing. We will use a combination of lectures, cases, projects, and exercises to learn the material. This course takes a very hands-on approach and equips students with tools which can be used immediately on the job.

For more information, please see the syllabus for 2005 and the introductory lecture from last semester at:

http://faculty.haas.berkeley.edu/florian/spring05/

BIOGRAPHICAL SKETCHES:

Florian Zettelmeyer is Associate Professor of Marketing at the Haas School of Business, University of California at Berkeley. Prior to his appointment at UC Berkeley in 1998, Professor Zettelmeyer was on the faculty of the Simon Graduate School of Business at the University of Rochester. Before his Ph.D., he worked in consulting at McKinsey and Company's German office.

Professor Zettelmeyer specializes in evaluating the effects of information technology on the product market behavior of firms. More generally, his work addresses how the information consumers have about firms and the information firms have about consumers affect firm behavior. Recently, Professor Zettelmeyer has studied the effect of the Internet on the auto retailing industry. His studies have shown that better access to information and new institution have significantly lowered prices to Internet consumers in this industry. He also found that women and traditionally disadvantaged racial minorities benefitted most from the Internet.

Professor Zettelmeyer teaches the MBA elective "Information- and Technology-based Marketing" in the curriculum of the Haas School of Business.  He is a Faculty Research Fellow of the National Bureau of Economic Research (NBER).

Professor Zettelmeyer received a Vordiplom in business engineering from the University of Karlsruhe (Germany), a M.Sc. in economics from the University of Warwick (UK) and a Ph.D. in marketing from the Massachusetts Institute of Technology.