5001. Creating and Managing
Customer Value (3 s.h.)
This course is designed to provide students with an understanding of how firms develop marketing strategies to create and manage the creation of meaningful offers that are valued by consumers for the purpose of developing and maintaining customer relationships. Initially, we will address the evolution of market systems at the macroeconomic level and the role that marketing plays in bridging the gap between the production and consumption sectors of the economy. Subsequently, we will explore how firms develop strategies to create customer value through product management, pricing, marketing channels, supply chain management, customer relationship management and communications directed to buyers and also develop an understanding of how buyers acquire, consume and dispose of these goods and services.
5102. Marketing Communications (3
Marketing communications as part of a firm's marketing mix. Dissemination of information is considered through advertising and other forms of communicating demand-influencing ideas.
5103. Marketing Research:
Techniques and Application (3
Prerequisite: Stat. 5001
Basic approaches to planning, collecting, analyzing, and communicating information from the marketplace.Techniques and applications for specific marketing areas.
5104. Managerial Decision
Strategies in Marketing (3 s.h.)
Capstone course in marketing emphasizing strategic aspects of decision making in a marketing environment. Decision theory and quantitative methods illustrated in considering alternatives when formulating strategic plans. Case studies used.
Marketing Management (3 s.h.)
Identifying and analyzing worldwide marketing opportunities, and generating strategies for capitalizing on them. Impact of environmental differences on marketing strategies and customer response.
5105. Electronic Commerce (3
5106. Electronic Channels,
Supply Chain, Logistics & Procurement (3 s.h.)
Understanding new models of supply chain logistics and electronic channels as contrasted with traditional channels for creating value for ultimate consumers and end users. Topics include: back-end fulfillment strategies, productivity, customer service, Internet warehousing and transportation systems, order processing, transactions costs efficiency, the role of infomediaries and interorganizational relationships, the use of the internet in customer service, and the role of the internet in the development of procurement strategies, customer oriented shipping tracing and tracking, claims processing and settlements, the management of reverse logistics channels, and in materials handling.
5107. Product Management (3
Procurement strategies, customer oriented shipping tracing and tracking, claims processing and settlement, the management of reverse logistics channels, and in materials handling.
In this course, you'll develop a firmer grasp on the strategic aspects of marketing decisions within the context of the total enterprise. You'll also analyze marketing management practices, organization and decision processes through traditional and internet-based business case studies involving product development, segmentation, pricing, promotion, distribution and implementation.