Mkt 522 Marketing Management (3)
This course introduces the fundamentals of marketing management and provides an understanding of the various marketing concepts, analyses and activities that comprise a well-developed marketing strategy and the various factors that influence marketing decision making. The course illuminates the importance of understanding the customer, the competitors, collaborators and broader contextual factors through various market research techniques. It covers how to design the optimum marketing strategy that best internalizes these factors, emphasizing market segmentation, differentiation and positioning and designing the product, distribution, pricing and promotion strategies. 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 in Marketing (3)
The objective of this course is to provide an overview of advanced concepts in marketing, including planning, strategy, and analysis. Students will utilize retailing and purchasing data from various industries to analyze purchase patterns in order to build competency in the art and science of category management. Prerequisite: Mkt 522.
Mkt 603 Digital Marketing (3)
This course will expose you to how marketing and consumption are changing as a result of digital and social marketing including social, local, and mobile technologies. The course will cover how marketers should take advantage of such technologies to deliver more effective and efficient marketing results. By the end of this course you will know how to: identify opportunities for integrating digital and social marketing into overall marketing strategies, set goals and objectives for digital marketing, construct a digital marketing plan, and evaluate digital marketing.
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 661 Data Science Marketing (3)
Nowadays companies collect massive amounts of online and offline data but the conversion of such data into actionable insights is often a challenge. This course prepares students to make effective marketing decisions using customer, sales, and online data by focusing on two key skills: 1) How to translate a business problem into a research question that can be answered with data, and 2) How to interpret and present data analysis in a persuasive and insightful way. Students gain a working knowledge of how to prepare data for analysis, conduct initial analysis using specialized software (SPSS), and interpret and present the results to audiences at different levels of the organization. Classes include a mix of lectures, case studies, hands-on practice with real company data, group presentations, and guest speakers.
Mkt 675 International Business (3)
Introduction to the global scope of the competitive environment of today's economy. Selected topics, including cross-cultural, political, and economic considerations, examine both the functional interrelationships as well as the international dimensions of business decisions. Prerequisite: Completion of at least 30 graduate credits.
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 694 Field Concentration Elective in Marketing (3)
The Field Concentration Elective in Marketing provides students with an opportunity to further develop and apply their service marketing skills in a project-based course. May be repeated for 3 credits.
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.