Jay Waddell engages in consulting engagements for client organizations on a wide array of topics, including brand strategy, consumer insights, new product development, and brand positioning. His assignments span a range of categories, including higher education, travel and tourism, home care products, consumer packaged goods, food and beverage, technology, non-profits and healthcare.
BASE 2104 - BCOR Applied Semester Experience
Primary Instructor
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Spring 2019 / Spring 2020
Focuses on major business decisions integrating across business functional areas. Students complete multiple business projects drawing on knowledge and tools from previous BCOR courses. Recommended corequisites: BCOR 2301 2302, 2303 and 2304.
MBAX 6360 - New Product Development
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Spring 2018 / Fall 2018 / Fall 2019 / Fall 2020
Provides a better understanding of the new-product development process, highlighting the inherent risks and strategies for overcoming them. Using a combination of lectures, cases, and a project, this course examines the process of designing, testing, and launching new products. Emphasizes the interplay between creativity and analytical marketing research throughout the development process. Also covers branding issues, such as brand extensions and their impact on brand equity.
MBAX 6361 - New Product Development
Primary Instructor
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Fall 2018 / Fall 2019 / Fall 2020
Provides students with a better understanding of the new-product development process, highlighting the inherent risks and different strategies for overcoming them. Using a combination of lectures, cases, and a project, this course will examine the process of designing, testing and launching new products.
MKTG 4250 - Product Strategy
Primary Instructor
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Spring 2018
Covers major topics in managing long-term customer relationships that derive from products. Focuses on concepts, analyses, and strategies for existing and new products. Topics include concept development and testing, conjoint analysis, product positioning, brand image measurements and brand management, and product issues in public policy and ethics. Methods of instruction include lectures, case discussions, student group papers and projects, and examinations. Required for marketing majors.
MKTG 4550 - Advertising and Promotion Management
Primary Instructor
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Fall 2018 / Fall 2020 / Spring 2021
Analyzes advertising and promotion principles and practices from the marketing manager's point of view. Considers the decision to advertise, market analysis as a planning phase of the advertising program, media selection, public relations, sales promotion, promotion budgets, campaigns, evaluation of results, and agency relations.
