Professor Douglas Stayman is an associate professor at the Johnson Graduate School of Management. His teaching and research interests are in the areas of advertising and consumer decision making. He came to Johnson from the University of Texas at Austin. His research has focused on the study of emotional responses to advertising and the role of affect in decision making. His work has involved methodological and measurement issues in studying emotions. He is also interested in theoretical accounts of the effects of emotions on people’s preferences. His research has been supported by grants from the Ogilvy Center for Research and Development, the Marketing Science Institute, and the American Academy of Advertising. He is currently involved in research into the future of professional, most specifically management, education.
In this course you will apply the core marketing concepts of segmentation, targeting and positioning to a product or service. You will then explore the strategic role of pricing and methods for influencing buying decisions. You will also address common pricing errors and identify instances of pricing mistakes in the market. At the end of this course you will have developed a strategic approach to making pricing decisions.
You are required to have completed the following course or have equivalent experience before taking this course:
- Essentials of Marketing Strategy
Key Course Takeaways
- Apply the concepts of segmentation, targeting, and positioning to a product or service
- Identify and avoid common strategic pricing mistakes
- Employ a strategic, proactive approach in pricing decisions
How It Works
Who Should Enroll
- Marketing managers
- Project and product managers
- Anyone responsible for producing or executing a marketing plan
- Non-marketing professionals and business leaders looking to develop marketing strategy