Mkt 522 Marketing Management (3)
This course focuses on the influence of the marketplace in shaping an organization’s product mix, and pricing, distribution, and communication strategies to serve various customer segments. Through an integrated marketing strategy, the goal is to create high levels of customer satisfaction, thereby leading to long-term profitability for the organization. Topics include: defining the market; problems in implementing a customer relationship plan; building brand equity; assessing competitors; customer retention; customer lifetime value; and customer relationship marketing. Prerequisite: Completion of 15 graduate credits.
Mkt 601 Services Marketing (3)
Services account for 70%+ of the GNP in most developed economies, and a majority of business graduates go to work for service organizations - from banks, to hospitals, to technical consultancies, and to marketing agencies. Also, effective services marketing strategies contribute to the success of manufacturing firms that use services to give their products a differential advantage. This course covers the ideas, theories, and terminology that have become the foundation for creating marketing strategy for services. The instructor typically uses one of the classic services marketing textbooks and includes case-based learning. Prerequisite: Mkt 522.
Mkt 602 Advanced Concepts Applied to Services Marketing (3)
Services marketing strategies may employ relationship-building tactics, social media marketing, marketing analytics, market research, and other advanced approaches to marketing. These specializations can be used to help commercial and non-for-profit organizations. In this course students will explore selected advanced marketing concepts that will enhance your ability to execute effective marketing strategies for services. The instructor may use projects and cases to ensure practical understanding of how to improve a marketing program in commercial organizations as well as not-for-profits. Prerequisite: Mkt 601.
Mkt 603 Creating a Services Marketing Business (3)
This course includes two components. First, topics related to entrepreneurship will help students understand how to manage new service products. Readings will explore the nature of entrepreneurial activity even when it occurs within a large, well-established company. Second, students will develop a marketing plan for a new services-oriented business or not-for-profit institution, a new service for an existing business, or a new personal selling initiative, such as launching a personal financial advice company. Prerequisites: Mkt 601.
Mkt 604 Marketing Strategy and Policy (3)
This course explores competitive brand strategy over the life of a product. Topics include strategies for pioneering brands, strategies for late entry, growth strategies, strategies for mature and declining products. This is accomplished through a mix of cases, presentations and lectures. 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 differs. Prerequisite: Mkt 522.
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. This is a two-semester course; it 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)
The objective of this course is to train students to undertake in-depth research in the area of marketing. Students should choose a topic in the area of marketing that would be of most interest to them. This topic can pertain to academic research or business application. Students are expected to submit a 20 page report at the end of the semester. This report should include an introduction, relevant literature and/or background, analysis, conclusions, and recommendations. Students will feature the main findings from their research in poster form during the 698 seminar to be held at the end of the semester. Prerequisite: Mkt 522 and two 600 level marketing courses.