The characteristics and management of markets. Topics include the marketing environment, components of the marketing mix, market segmentation, and planning. Prerequisite: Completion of 15 graduate credits or equivalent coursework.
Mkt 601 Marketing Research (3)
Course content includes research design, questionnaire development, survey research, attitude research, data coding and analysis, experimentation, observation, projective techniques, test marketing, product research, and advertising research. Student teams will develop a detailed research proposal for a segmentation study, and will develop a questionnaire, set up computer files, conduct data analyses, and prepare written analyses and managerial recommendations. Prerequisites: Mkt 522 and permission of instructor.
Mkt 602 Topics in Marketing I (3)
Advanced study of topics selected from among the following: organizational buying decisions, consumer behavior, advertising strategy, media planning, development of advertising copy, and marketing decisions involving product, pricing, distribution, or promotion. Prerequisites: Mkt 522 and permission of instructor.
Mkt 603 Technology and Business Marketing (3)
A case-driven investigation of the role played by advancing technology, including
IT, in business-to-business marketing strategy. Participants learn the marketing
strategies and best practices employed in supply chains, industrial purchasing,
electronic business markets, strategic partnerships and networks, and cross-border
business marketing. We explore methods used by cutting-edge large and small
businesses to develop more effective and profitable business relationships.
This course is particularly useful for MBAs interested in the dynamic and entrepreneurial
world of technology-driven enterprises. The course design is based on Europe's
widely respected Industrial Marketing and Purchasing Group paradigm. Prerequisites:
Mkt 522 and permission of instructor.
Mkt 604 Marketing Strategy and Policy (3)
Presents alternative frameworks for developing marketing strategy and plans. In addition to case analyses, students are required to do a project involving the development of an in-depth strategic audit of the entire product portfolio of a large firm, the development of a marketing strategy for the firm, and the development of a five-year plan and marketing program for a strategic business unit of the firm. Prerequisites: Mkt 522 and permission of instructor.
Mkt 613 Advanced Marketing Management (3)
Advanced study of the principles for managing, understanding, and controlling marketing systems. Topics include further consideration of market segmentation, promotion, pricing, product development, and market research. May be repeated for a total of 6 credits. Prerequisite: Mkt 522.
Mkt 680 Selected Topics in Marketing (3)
Intensive study of topics in marketing. Topics may include product management, new product development, management of innovation, use of microcomputers for marketing decisions, retailing, and industrial marketing. May be repeated for credit when topic varies. Prerequisite: Mkt 522 or permission of instructor.
Mkt 693 Field Study in Marketing (3)
Field projects are conducted by students under faculty supervision in a variety of business and not-for-profit organizations. The projects provide students with an opportunity to apply and further develop their skills in marketing. Must be repeated for 3 credits. Prerequisites: Mkt 522 and permission of the department chairperson.
Mkt 695 Independent Study in Marketing (1-3)
The student and instructor jointly develop a plan of independent study on an advanced topic in marketing. The student is usually required to prepare a report or paper. May be repeated for a total of 3 credits. Prerequisites: Mkt 522 and permission of instructor and department chairperson.
Mkt 698 Research Project in Marketing (3)
Supervised research on a topic involving accounting, finance, operations management, and/or management information systems. Required of all part- time MBA program students. Prerequisite: Completion of at least 30 graduate credits. S/U graded.
Mkt 698Q Research Project in Marketing (4)
Supervised research on a topic involving accounting, finance, operations
management, and/or management information systems. Required of all part-time
MBA program students. Prerequisite: Completion of at least 30 graduate
credits. S/U graded.