MKT7800 Marketing
2 Credits (Core MBA)If you have taken and passed MKT7200, you cannot register for MKT7800, as these two courses are equivalent

With ET&A as its underpinning, the course is divided into three general parts. We begin the course with a big picture view of marketing in the 21st century. The middle part of the course will focus on what we marketers call the 4 Ps - product, place, price, and promotion. The course wraps up by understanding the need to constantly assess marketing's performance.

MKT7200 Marketing

2 CreditsThis 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.

MKT4506 Marketing Analytics
4 Advanced Management CreditsToday's marketers have access to more data and technology than ever before. To fully realize the benefit of these resources, marketers need to develop data analysis and analytical skills to convert raw data into insights and insights into more informed marketing decision-making. The objective of this course is to introduce the benefits of using a systematic and analytical approach to marketing decision-making. This course integrates marketing concepts with practice, and emphasizes _learning by doing._ Students will learn different ways to explore the relationships and patterns in customer and marketing data. Advanced analytical software will be used to perform many of the most commonly used descriptive and predictive analysis techniques that are applied in the marketing field.

The course builds on the marketing core course(s) through the direct application of marketing concepts such as segmentation, targeting and brand positioning. The course emphasizes the application of marketing analytics to a diverse set of business problems. This includes the use of marketing analytics to identify opportunities to cost-effectively acquire new customers, increase the value and loyalty of existing customers, and to improve the overall experience the customer has with a brand. It also includes the use of analytics to set up marketing experiments, assess the value of different product strategies and measure the ROI of marketing campaigns.

Prerequisites: SME2011 or MKT2000

MKT7506 Marketing Analytics
3 Elective CreditsThe 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.

Prerequisites: MKT7200 OR MKT7800

MKT6300 Marketing Analytics
3 CreditsThe 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.

MKT3580 Marketing for Entrepreneurs
4 Advanced Management Credits This course provides an in-depth study of entrepreneurial marketing strategies for the 21st century. It examines how start-up and small/medium-size companies reach the marketplace and sustain their businesses, within highly-competitive industries.

Recognition is given to the need of management to operate flexibly, make maximum effective use of scarce resources in terms of people, equipment and funds, and the opportunities that exist within new and established market niches.

Classes focus on a combination of brief lectures, extensive case study analyses and a term-long group assignment involving student-generated entrepreneurial product or service offerings.

Prerequisites: SME

MKT7555 Marketing High-Tech ProductsBuilding 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.

Prerequisites: MKT7200 or MKT7800

MKT6110 Marketing Management

MSEL Course

1.5 CreditsA competitive advantage in today's world requires a unique blending of internal capabilities and external partners so as to achieve a profitable customer orientation. This course will enable students to understand and utilize resources to craft a value proposition that will entice and satisfy the many demands of the marketplace. An understanding of both upstream and downstream activities will offer students an inside look at the nature of successful innovation that leads to marketplace success.

ACC7201 Measuring & Managing Strategic Performance

2 Credits

Measuring & Managing Strategic Performance (MMSP) - This course is focused on the connection between strategy execution and profitability. Students develop skills in quantitatively-grounded logical analysis in order to be able to:

o Judge the financial feasibility of plans for launching new businesses or for redesigning existing ones.
o Grow profitable and sustainable ventures.
o Create business models that make money.

CSP2020 Media Studies
(Formerly CVA2020)
4 Intermediate Liberal Arts Credits

If you took and passed CVA2020, you cannot take CSP2020, as these two courses are equivalent

This course explores the structure and functions of the mass media in contemporary society, looking at social, cultural, economic and political issues relevant to television, film, radio, recorded music, books, newspapers, magazines, internet and new communication technologies. Exploration of relationships between media and individual, media structure, media policy, law and ethics, and globalization of communications media is emphasized.

This course is typically offered in the following semesters: Spring or Fall

Prerequisites: (FCI1000 or AHS1000) and (WRT1001or RHT1000)