Marketing Division Course Listings


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MBA7570 Science, Technology and the Enterprise The course on Science, Technology, and the Enterprise is motivated by the increasingly prevalent application of science and technology in many facets of business – in operations, processes, products, big data, and even management. Drawing on the disciplines of science and technology management, organizational development, strategy, public policy, and social change, the course is structured around four big topic areas: (1) Ever-changing ecologies of science- and technology-intensive business. (2) Acquisition and/or development of new science knowledge and technologies. (3) Managing and applying science knowledge and technologies to operations, processes, products, big data, and management. (4) Succeeding in the marketplace. The course uses contemporary topics and study materials for context and student learning is reinforced by “in-the-first-person” visits by managers and leaders of science- and technology-intensive enterprises. Prerequisite: None

3.00 credits



Marketing Management

1.50 credits



MKT7200 Marketing Marketing (MKT) - This course provides frameworks and analytical techniques that the enterprise should use to develop a discerning sense of the market and to engage the market in a way that distinctive value is created for and delivered to the customers. MKT7200 will meet for 7 face-to-face sessions, plus a 3 hour online session, and an integrated session with ECN7200 and QTM7200 held on a Saturday

2.00 credits



MKT7500 Marketing Communications Strategy Examines the nature and role of communications in marketing, focusing on the goals and uses of advertising, sales promotion, public relations, direct marketing, and personal selling in achieving the communications objectives of marketing. Explores the design, organization, and implementation of the communications mix, and the economic, social, and ethical implications of promotion. Involves determining the promotional budget, creating a message strategy, planning the media mix, targeting communications to selected market segments, executing the promotion program, and measuring promotional effectiveness. Considers the relationship and integration among the various elements in the marketer's communications program. Students form agency teams to create a comprehensive integrated marketing communication plan for a product or service. Prerequisite: Evening: MKT7200 Blended Learning MBA: (ECN7201 and MIS7200) One Year: MKT7200 Two Year: MKT7200 This course is typically offered in the following semester: Fall

3.00 credits



MKT7502 INNOVATION AND EXPERIMENTATION 3 credit graduate elective Innovative thinking is about creating new products and services, discovering new markets for existing products and services, and improving existing products and services; all of which result in greater revenues. To be successful these creative ideas must be transformed into tangible results. Experimentation lies at the heart of innovation and involves a test-and-learn approach. Experiments allow ideas to prove themselves quickly in a lower-risk manner rather than rolling the idea out broadly before it is tested. Not all experiments will succeed, but failure is learning in itself. The rapid rise of the “test-and-learn” philosophy in marketing has created a huge demand for those who can design, execute, and analyze experiments.The objective of this course is to provide students with tools and hands-on experience to create innovatative ideas and experimentally test ideas. Prerequisite: MKT7200

3.00 credits



MKT7505 Strategic Market Planning (formerly Marketing Strategy) 3 credit elective Course Description: At one level, this course can be viewed as a capstone for the marketing curriculum, pulling together and integrating the various activities undertaken by the marketing function. A heavy emphasis is placed on the strategic role played by marketing in a variety of business settings (e.g., across the PLC; within the product portfolio). At a second level, however, the course deals with a more fundamental issue – what is marketing? What role should it play in the 21st century organization? We will wrestle with this problem by focusing on marketing’s pivotal contribution to the design and delivery of strategies aimed at growing customer value and improving company profitability in a rapidly changing environment. Course Objectives: To appreciate the central role of marketing in designing and implementing product/market strategy. To focus on processes and tools for building marketing strategies that deliver superior levels of customer satisfaction, value and profitability. To integrate the analytical, strategic and implementation activities of marketing into a single document – the strategic marketing plan Prerequisite: Evening: MKT7200 Blended Learning MBA: (ECN7201 and MIS7200) One Year: MKT7200 Two Year: MKT7200

3.00 credits



MKT 7506 Marketing Analytics 3 credit elective The objective of this course is to demonstrate the benefits of using a systematic and analytical approach to marketing decision-making, and to help develop your skills and confidence in doing such analyses. Analytical approaches enable (a) the identification of alternative marketing options and actions, (b) the calibration of opportunity costs associated with each option, and (c) the choice of one or more options with the greatest likelihood of achieving the business goals. By completing this course, students will be better able to make the case for marketing expenditures (based on ROI) that companies are increasingly asking of their executives. This course integrates marketing concepts with practice, emphasizes "learning by doing," and provides students software tools to help them apply marketing concepts to real decision situations. Prerequisite: Evening: MKT7200 Blended Learning MBA: (ECN7201 and MIS7200) One Year: MKT7200 Two Year: MKT7200

3.00 credits



MKT7510 Marketing Research and Analysis The objective of this course is to provide a fundamental understanding of marketing research and analysis. Marketing research is an organized way of developing and providing information for decision making purposes. The quality of information depends on the care exercised at each step of the marketing research process. These steps include problem definition, research design, data collection methods, questionnaire design, measurement, sampling, data analysis, and interpretation. This class will examine all steps of the market research process. Both the qualitative and quantitative aspects of research will be emphasized. The first part of the class will focus on the research process and design. In this section students will learn how to formulate a research problem, determine a research design, evaluate methods for data collection, and develop instruments for data collection. The second part of the class will focus on how to analyze the data using SPSS, and how to recommend the appropriate action to management. A course project provides students with the opportunity to integrate the steps in the marketing research process discussed in class. The project will allow students to conduct an actual research project from problem definition through a final report. Prerequisite: Evening: MKT7200 Blended Learning MBA: (ECN7201 and MIS7200) One Year: MKT7200 Two Year: MKT7200

3.00 credits



MKT9565 Designing and Managing Channels 1.5 credit Elective The course will introduce students to some of the practical concepts and current practices in using indirect channels of distribution to access new markets and customers. Emphasis will be placed on establishing a connection between a company's strategic marketing plan, an in depth understanding of how their customers buy and use their products and the use of a partner ecosystem to accelerate revenue growth. This course is focused on business to business products. Prerequisites: There are no formal prerequisites but students will benefit from also taking Marketing High Tech Products.

1.50 credits



MKT7537 Product Management 3 credit blended elective Schedule: This course will provide an in-depth look at the creation, development, and launch of complex products, such as enterprise software, medical devices, communications infrastructure hardware, and the like. From the creation of an MRD (Market Requirements Document) to the development and management of the PRD (Product Requirements Doc) and production schedule, through the creation and cross-functional management of the product release/launch plan, the course will expose students to the challenges associated with bringing a new product to market in a growing organization. Prerequisite: Evening: MKT7200 Blended Learning MBA: (ECN7201 and MIS7200) One Year: MKT7200 Two Year: MKT7200

3.00 credits



MKT7540 Retailing Strategy (Formerly Retailing Management) Retailing Management Retailers lie at the end of the supply chain. They interface with the ultimate consumer as well as with suppliers. Retailers make investments in real estate and solicit funds from the investment community. Importantly, most of the major retailers in the United States are involved in multichannel strategies that involve communicating with their customers over the Internet and through social media. As a result, this course should appeal to students with varied interests: retailing management, suppliers to retailers (or any business selling inventory), entrepreneurs, retail services, real estate, IT e-commerce, and finance. The objective of the course is to familiarize students with all of the major decisions retailers make, e.g., developing strategies, buying, financing, locating stores. The course is designed around experiential learning exercises and cases. Prerequisite: Evening: MKT7200 Blended Learning MBA: (ECN7201 and MIS7200) One Year: MKT7200 Two Year: MKT7200

3.00 credits



MKT7542 Digital Marketing 3 credit graduate elective This course is designed to serve as both a survey and an applied approach to the field of digital and social media marketing. This course explores the various aspects of social media and the issues facing today's marketing managers that arise from it, including: social news, promotion through social media channels, primary and secondary traffic, viral content distribution, photo and video sharing, online community and network building, search engine rankings, spam, forums and message boards. Particular emphasis will be placed on understanding and developing social media strategy. Additionally, equal emphasis will be placed on individual and group-based strategic social media planning, including, but not limited to: developing and maintaining a blog, creating buzz through social media, mastering social media research tools and planning social media campaigns. Additional topics include: marketing strategic approaches on the Internet, e-CRM, e-marketing research, digital positioning and branding, managing social networks, integrated communications on digital media, new pricing approaches, digital competition, virtual merchandising and e-commerce strategies. Upon completion of the course, students will have acquired competence in designing marketing programs that develop the innovative potential of online consumers and social networks. Prerequisite: Evening: MKT7200 Blended Learning MBA: (ECN7201 and MIS7200) One Year: MKT7200 Two Year: MKT7200

3.00 credits



MKT7550 Consumer Behavior In-depth analysis of factors that affect purchase decisions in the marketplace. Applies behavioral and social science concepts to the study of buyer behavior. Focuses on the use of knowledge of buyer behavior in marketing decisions. Emphasizes theory, application, and ultimate consumer and organizational buyer behavior. Special attention given to exploring and evaluating buyer behavior research, the role of models in explaining behavior, influence of buyer behavior on development of marketing programs, and issues of consumer protection as they affect marketing strategy. Prerequisite: Evening: MKT7200 Blended Learning MBA: (ECN7201 and MIS7200) One Year: MKT7200 Two Year: MKT7200 This course is typically offered in the following semester: Fall and Spring

3.00 credits



MKT7555 Marketing High-Tech Products Building on the students' knowledge of the marketing fundamentals, the course focuses on the special challenges of marketing high-technology products in dynamic, uncertain, and hyperconnected markets and ecosystem contexts. The course is structured around three modules: bringing new high-technology products to market, managing product maturity, and transitioning from one product generation to the next. While the focus of the course is “high technology” in the general sense, the reading materials - cases, notes, and articles - are drawn from the computer hardware and software, consumer electronics, telecommunications, and life-sciences industries. Prerequisite: MKT7200 or equivalent ("Marketing" core)

3.00 credits



MKT7560 Global Marketing Strategy This course investigates marketing techniques and programs as developed and implemented on multinational scale. It evaluates global marketing strategy formulation and execution, decision-making processes in multiple countries simultaneously. It emphasizes the extent of standardization and adaptation of marketing programs across several countries and the selection of appropriate entry strategies for foreign markets. The course puts particular emphasis in developing a global mindset to examine global opportunities and develop global strategies which leverage investments, knowledge and experience across many different countries. The course will examine global opportunities not only for large and small companies but also in regions and countries at various economic development stages. Prerequisite: Evening: MKT7200 Blended Learning MBA: (ECN7201 and MIS7200) One Year: MKT7200 Two Year: MKT7200 This course is typically offered in the following semesters: Fall and Spring

3.00 credits



MKT7571 Building and Leading Effective Sales Force This course focuses on the management of sales force (i.e., salespeople, business development executives, and customer relationship staff). The course explores the resources (e.g., people, information, and technology) used by firms to initiate and develop long term customer relationships. Given the vital role of sales in several organizations, the course will expose students to the strategic and tactical means with which firms create, control, nurture, and motivate the sales force. This course complements MBA 9502 (Business Development through Professional Selling). Whereas MBA 9502 focuses on the development of skills needed to excel in selling, this course addresses the leadership roles of Sales Managers, Sales Directors, and Sales VPs. The following topics will be covered: sales force sizing, territory design and assignment, recruitment and selection, coaching and training, motivation (leadership, compensation, sales contests, and quota management), evaluation and control, team selling, and Key Account Management (KAM). Prerequisite: Evening: MKT7200 Blended Learning MBA: (ECN7201 and MIS7200) One Year: MKT7200 Two Year: MKT7200 This course is typically offered in the following semesters: Fall

3.00 credits



MKT7572 Brand Management Brand Management is an advanced marketing course that will prepare students to lead a brand- centered marketing team in the consumer products/services arena. Branding and marketing decisions are usually made in a context of imperfect information, decision models that combine analysis with judgment, and a marketplace that is fast-changing. The emphasis in the course is to explore "what every brand/product manager needs to know" to operate successfully in this real world environment. The concept of "brand equity" is the unique aspect of this course versus other marketing classes and will be a unifying theme throughout. Understanding how to build strong brands is the strategic imperative of the course. This class will first cover the role market research plays in helping make informed brand decisions. Next, the course will explore key branding concepts and frameworks that lead to effective management of these brands. Finally, the course concludes with applying these key strategic branding concepts to the more tactical aspects of executing a brand's marketing efforts. In this final section of the course, we will devote 4 classes to building brands in the Web 2.0 world. In addition, given the course's focus on "what every brand/product manager needs to know", 4-5 contemporary branding experts in key fields, such as branding law and digital/social media, as well as senior marketing executives, will be guests in class, adding their current and relevant branding experiences to the class discussions. Prerequisite: Evening: MKT7200 Blended Learning MBA: (ECN7201 and MIS7200) One Year: MKT7200 Two Year: MKT7200 This course is typically offered in the following semesters: Fall and Spring

3.00 credits



XXX7580 Independent Research ******Independent research is available for all academic divisions.Registration is manual for students through Graduate Programs and Student Affairs****** Independent Research provides an opportunity to conduct in-depth research in areas of a student's own specific interest. Students may undertake Independent Research for academic credit with the approval of a student-selected faculty advisor, the appropriate division chair, and Graduate Programs and Student Affairs. Please note that a student is responsible for recruiting a faculty advisor through the student's own initiative and obtain the advisor's prior consent/commitment before applying for an independent research project. Authorization for such a project requires submission of a formal proposal written in accordance with standards set forth by the Graduate School. The research project normally carries 1.5 or 3 credits. For more information and a proposal outline please visit:

3.00 credits



MKT9501 Strategy and Tactics of Pricing 1.5 Credit Intensive Elective. The fact that companies use a number of different pricing structures is a testament to the importance of pricing for profitability and a competitive growth enhancement. Which price is the best one? Price determination is a top priority for managers in charge of marketing strategy or product strategy for existing or new products. It is also a key variable for CFOs and controllers who have to forecast and manage impacts of pricing changes on financial results of companies in competitive markets. This course discusses a variety of pricing practices across products, services and industries and develops tools and competencies to evaluate pricing decisions and their consequences for profitability. The focus of the course is on analyzing pricing choices and introducing necessary analytics and other skills to implement best pricing practices in organizations. Students will gain exposure to different best practices with a focus on creating value for customers and charging for that value. The course also explores tactical and strategic pricing decisions in global and dynamic markets and their impact for organizational sustainability. Prerequisite: ECN7200 and MKT7200

1.50 credits



MKT9502 Pricing in the Information Industries 1.5 credit intensive elective Pricing as a managerial discipline draws on many domains of knowledge – economics, consumer behavior, marketing, strategy, managerial accounting, law, and so on – and, as customers or as managers, we all have some experience in the taking and/or setting of prices. In this context, offerings of the information (read “content”) industries present an interesting challenge since intuition, conventional rules of thumb, traditional models, and plain-vanilla theories do not immutably apply. With this as backdrop, the 1.5-credit “Pricing in the Information Industries” intensive course offering will focus on five topics: (1) pricing principles, (2) pricing and information products, (3) product-line pricing, (4) pricing and bundling, and (5) pricing in the presence of network effects. Prerequisite: MKT7200

1.50 credits

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