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Courses

Marketing

5001. Marketing Management/Strategy   (3 s.h.)

This course is designed to provide students with an understanding of how firms develop marketing strategies to create and manage meaningful offers that are valued by consumers for the purpose of developing and maintaining customer relationships. Initially, the course addresses 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, students 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.

5101. Consumer and Buyer Behavior   (3 s.h.)

Prerequisite: MKTG 5001.

This course introduces and uses concepts from the behavioral sciences for identifying and analyzing market segments, as well as for use in explaining and predicting customer response to alternative marketing strategies for the purpose of managerial control and planning.

5102. Marketing Communications   (3 s.h.)

Prerequisite: MKTG 5001.

This course introduces students to advertising and integrated marketing communications.  Emphasis is on training managers to develop a comprehensive marketing communication plan, including the use of appropriate communication functions and media channels, for delivering a company’s brand messages to its audience.  Students develop an appreciation for a variety of related topics, including setting a promotional budget, developing a media plan and schedule, and evaluating an advertising campaign.   

5103. Marketing Research: Techniques and Application   (3 s.h.)
Prerequisite: MKTG 5001 and STAT 5001.

The course introduces students to the use of marketing research within an organization to improve the marketing function.  Students are exposed to problem definition and appropriate hypothesis formulation for conducting research, research design, data collection via focus groups and survey research, data analysis, and presentation of the research project’s recommendations.  Students work on a team-based project to conduct marketing research during the semester.

5104. Managerial Decision Strategies in Marketing   (3 s.h.)

Prerequisite: MKTG 5001.

This capstone course in marketing emphasizes strategic aspects of decision making in a marketing environment. The over-arching objective of the course is to provide students with an opportunity to integrate critical marketing concepts and an opportunity to apply that understanding. To support this objective, the course examines a variety of frameworks for examining contemporary marketing practices and strategy. These frameworks can be useful as tools for systematically evaluating the factors that influence an organization’s marketing strategy, and which are useful in guiding managers in developing marketing strategy that yields competitive advantage. The course focuses on the use of analytical techniques that aid in marketing decision-making and evaluating the impact of marketing on firm performance. Various pedagogical methods are utilized, including case studies, lectures, and classroom discussion.

5105. Electronic Commerce   (3 s.h.)

Prerequisite: MKTG 5001.


The principal focus of this course is on understanding the marketing implications of E-commerce and examines E-commerce from a business manager’s point of view. Students learn about how Internet marketing is different from traditional marketing, as well as how these differences translate in development and implementation of traditional concepts like marketing mix, gaining customer loyalty, and making profits. Emerging issues, such as E-business models, Internet advertising and pricing, and current state of affairs with respect to B2B auctions and Internet law, are integrated into class discussions and activities.   

5106. Electronic Channels, Supply Chain, Logistics & Procurement   (3 s.h.)
Prerequisite: MKTG 5001 and MSOM 5001.


This course seeks to develop students’ understanding of new models of supply chain logistics and electronic channels (in contrast to traditional channels) for creating value for ultimate consumers and end users. Course 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 s.h.)
Prerequisite: MKTG 5001.


This course examines the analytical, decision making, and planning concepts and tools available to market, product, and brand managers. Specific decisions to be addressed include product policy, policy formulation, the selection of product market strategies, idea generation and concept testing, new product development and testing, product-line modification, and organizational implications.

5170. Special Topics in Marketing  (3 s.h.)

Prerequisite: MKTG 5001.

Special topics courses analyze emerging issues or specialized content that are not covered in regular semester courses.

5180. Special Topics in Marketing  (3 s.h.)

Prerequisite: MKTG 5001.

Special topics courses analyze emerging issues or specialized content that are not covered in regular semester courses.

5182. Independent Study   (1-6 s.h.)
Prerequisite: Approval of the department.

Special study is undertaken in a particular aspect of marketing, under the direct supervision of an appropriate graduate faculty member. No more than six semester hours of independent study may be counted toward degree requirements.

5190. Special Topics in Marketing  (3 s.h.)

Prerequisite: MKTG 5001.

Special topics courses analyze emerging issues or specialized content that are not covered in regular semester courses.

5282. Independent Study   (1-6 s.h.)
Prerequisite: Approval of the department.

Special study is undertaken in a particular aspect of marketing, under the direct supervision of an appropriate graduate faculty member. No more than six semester hours of independent study may be counted toward degree requirements.

5502. International Marketing Management   (3 s.h.)

Prerequisite: MKTG 5001.

This course challenges students to think critically about global competition.  It is designed to provide students with familiarity of the problems and perspectives of marketing across national boundaries and with those within foreign countries as well as to develop insights into environmental perspectives of doing business outside a home country.  Students build analytic ability to assess marketing decisions facing all firms (exporters, licensor/licensee, joint venture firms, firms with overseas subsidiaries) engaged in business overseas through deeper understanding of the interfaces of marketing with other business functions, particularly with R&D and manufacturing.  The course requires students to develop knowledge of tools and practices for structuring and controlling marketing programs on a global basis, and to engage in discussion of the possibilities and limitations of the Internet in conducting international marketing. This course is cross listed with IB 5502.

5801. Marketing Management in the Enterprise   (3 s.h.)
Prerequisite: Limited to students matriculated in the Executive M.B.A. program.


This course provides students with an opportunity to develop a firmer grasp on the strategic aspects of marketing decisions within the context of the total enterprise. Students 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.

5890. Special Topics in Marketing   (3 s.h.)

Prerequisite: Limited to students matriculated in the Executive M.B.A. program.


Special topics courses analyze emerging issues or specialized content that are not covered in regular semester courses.

9183. Directed Study in Marketing   (variable credit)
Prerequisite: Approval of the department.

 

Updated 1.8.10