Students develop the ability to make preliminary decisions regarding marketing feasibility of a new venture based on business and consumer research information. Prerequisites: Business minors only, sophomore standing.
Students develop the ability to make sound planning decisions regarding market feasibility of a new product based on business and consumer research information. Prerequisite: degree checkpoint 1.
Students develop the ability to make sound planning decisions regarding market feasibility of a new product based on business and consumer research information.
Human consumption behavior; application of behavioral science theories to consumer decision making in marketing management. Prerequisites: MKTG 2800 and degree checkpoint 2 or marketing minor.
Students learn unique marketing techniques in approaching and building relationships with organizational customers, the dynamics of which are explored and discussed in class. Prerequisites: MKTG 2800 and degree checkpoint 2 or marketing minor.
Students learn basic market research concepts, collect and analyze their own data and present their research. Prerequisites: MKTG 2800, STAT 1400 and degree checkpoint 2.
Students learn how products are introduced and managed including developing an understanding of the product innovation process. Prerequisites: MKTG 2800, MKTG 2910 and degree checkpoint 2 or marketing minor.
Gaining awareness, knowledge, and understanding of importance of personal selling in all areas of a business organization. Prerequisites: MKTG 2800 and degree checkpoint 2 or marketing minor.
Covers finances, operating characteristics, and the place in the supply chain of each U.S. transportation mode including small package and air freight, truckload, railroads, barge and ocean shipping. Prerequisite: MKTG 2800 and degree checkpoint 2 or marketing minor.
Make sound planning decisions using information from research on company-wide trade-offs combined with logistics systems, processes, and strategy. Components include inventory management, warehousing, transportation, logistics IT and strategy. Prerequisites: MKTG 2800 and degree checkpoint 2 or marketing minor.
The course provides a comprehensive look at strategic sourcing and its relationship to Supply Chain Management. It provides an overview of strategic sourcing and the tools and current issues used. Prerequisites: MKTG 2800 and degree checkpoint 2 or marketing minor.
Explores the process of designing and developing channels of supply and distribution, including those necessitated by the advent of e-commerce. Both business-to-consumer and business-to-business channels are examined with a special emphasis on supply chain management issues. Prerequisites: MKTG 2800 and degree checkpoint 2 or marketing minor.
Introduction to principles and practices in advertising; advertising planning with a framework for understanding advertising campaigns, media, legal issues, testing and evaluation, and agency organization. Prerequisite: MKTG 2800 or MKTG 2010, and degree checkpoint 2 or marketing minor.
Students learn how to integrate marketing messages by using brand management as the foundation of creating effective marketing communications. Prerequisites: MKTG 2800, MKTG 3400, and degree checkpoint 2 or marketing minor.
Students learn the elements of brand management based on the consumer-based brand equity model, including a deep understanding of the "design and implementation of marketing programs and activities to build, measure, and manage brand equity." (Keller 2008, p.xv). Prerequisites: MKTG 2800, MKTG 3400, and degree checkpoint 2 or marketing minor.
Research techniques and management decisions to choose effective advertising media; development of media plans and schedules; research to test effectiveness of advertising. Prerequisites: MKTG 2800, MKTG 3400 and degree checkpoint 2 or marketing minor.
Development of a complete advertising campaign including selection of strategies and objectives, development of a creative platform and advertisement, media plan and schedule, and advertising campaign budget. Prerequisites: MKTG 2800, MKTG 3400 and degree checkpoint 2 or marketing minor.
Public relations require research and planning to achieve organizational communication objectives within and across target communities. Prerequisite: MKTG 2800, MKTG 3400 and degree checkpoint 2 or marketing minor.
Students learn to build creative mobile marketing campaigns that complement digital and traditional marketing strategies. Prerequisites: MKTG 2800, and degree checkpoint 2 or marketing minor.
Digital marketing is the most rapidly evolving component in the arsenal of tactics to achieve brand strategies. Students will learn how to apply the key technologies, tools and techniques within digital marketing effectively, and how to integrate successfully online tools and media within the overall marketing mix. Students will be able to plan effectively and apply digital technologies and techniques, while continuously improving the value that digital media contributes to the success of their marketing programs. Prerequisites: MKTG 2800 and degree checkpoint 2 or marketing minor.
Students learn to evaluate the major digital tools that marketers can utilize to increase revenue, execute on strategies and develop deep brands. This course reviews those tools and gives students hands-on experience with website content management systems, iPhone/iPad analytics, blogging software and social media management tools. Prerequisites: MKTG 2010 or MKTG 2800, MKTG 3480, and degree checkpoint 2 or marketing minor.
Students learn how to develop and implement a social media marketing campaign. Prerequisites: MKTG 2800 or MKTG 2010 and MKTG 3480.
Marketing and related business decisions in global marketplace; emphasis on cultural, social, economic and competitive variables. Prerequisites: MKTG 2800 and degree checkpoint 2 or marketing minor.
Students analyze the current state of marketing knowledge and applications in service organizations, including not-for-profit and professional services; unique characteristics of services and services marketing. Prerequisites: MKTG 2800 and degree checkpoint 2 or marketing minor.
Students learn the conceptualization of realistic and compelling new business ideas/ventures, the thoughtful development of a business case format, and testing and marketing in a competitive marketplace. Covers entrepreneurial and creative thinking, product and service development, market research and market launch planning. Prerequisites: MKTG 2800 and degree checkpoint 2 or marketing minor.
This course examines the rapidly developing sports industry from a strategic marketing perspective. It is based on the belief that the best marketing practices employed by the more traditional consumer goods and business-to-business organizations can be effectively applied to organizations that produce sports as their primary product. The course is designed to familiarize students with the terms and tools needed in the sports industry and to develop skills that assist critical thinking or continued success in this unique business setting. Prerequisite: MKTG 2800 and degree checkpoint 2 or marketing minor.
This course is designed to bring together the concepts of international business and e-commerce. We will discuss current trends and issues that hinder or facilitate such trade across countries and diverse strategies that might work under different situations. Prerequisites: MKTG 2800 and degree checkpoint 2 or marketing minor.
Exploration of various topics and issues related to marketing. Prerequisites vary.
Prerequisites: MKTG 2800 and Degree Checkpoint 2.
Prerequisites: MKTG 2800 and degree checkpoint 2 or marketing minor.
Analysis, planning and implementation of total marketing program of an organization, including goal setting, problem recognition and analysis, strategy and tactic development, and execution of marketing decisions. Prerequisites: MKTG 2910, MKTG 2920, MKTG 2930, and degree checkpoint 2 or marketing minor.
Practical experience (field study); requires written report. Prerequisites: marketing major and instructor's permission.
Independent research/study; requires written report. Restricted to marketing majors. Prerequisites: degree checkpoint 2, marketing major and instructor's permission.
This course covers the foundations of marketing as well as the process of developing, assessing, and implementing marketing strategy. The foundations are grounded in an understanding of customers' wants and needs and a commitment to satisfying those needs within the resources of the organization, the long-term benefits of society and the economy, and the highest ethical and moral standards. From this foundation, students learn the process of formulating and assessing marketing strategies, including qualitative and quantitative analyses.
The contemporary marketing executive recognizes that acquiring customers is not enough to sustain growth. This course takes a 'customer-centric' focus and shows the challenges and opportunities in creating marketing strategies to acquire, sustain, and develop customers. The course explores how to develop and communicate such concepts as customer value propositions, customer care, long-term relationship building, customer feedback, call centers, and the building and analyzing of customer databases.
Successful customer experience management requires knowledge of the tools and techniques to assess the costs, benefits, and return on investment in customer relationships. This course shows students how to conceptualize, design, implement, and evaluate information and financial systems that support successful customer experience operations. A particular focus of this course is the determination of the optimal investment in customer experience, including insights from concepts such as lifetime value of customers. Prerequisite: MKTG 4220.
A key component of every successful customer experience management program is the ability to integrate CEM marketing, financial, and information systems into a successful operation for the customer and the company. This course helps provide students with the tools to evaluate the success of customer experience management systems through conducting the CEM audit. Students apply the CEM Audit to evaluate the level of company achievement of CEM goals and objectives. Prerequisite: MKTG 4220.
Covers finances, operating characteristics, and the place in the supply chain of each U.S. transportation mode including small package and air freight, truckload, railroads, barge and ocean shipping. Prerequisites: MKTG 4100, MKTG 4610 or MKTG 3900.
Make sound planning decisions using information from research on company wide trade-offs combined with logistics systems, processes, and strategy. Prerequisite: MKTG 4100, MKTG 4610, or MKTG 3900.
The course provides a comprehensive look at strategic sourcing and its relationship to Supply Chain Management. It provides an overview of strategic sourcing and the tools and current issues used. Prerequisite: MKTG 4100, MKTG 4610 or MKTG 3900.
Explores the process of designing and developing channels of supply and distribution, including those necessitated by the advent of e-commerce. Both business-to-consumer and business-to-business channels are examined with a special emphasis on supply chain management issues. Prerequisite: MKTG 4100, MKTG 4610 or MKTG 3900.
This course covers concepts and models from psychology, sociology, anthropology, and economics and demonstrates how these concepts can be applied by marketing managers to make better product, promotion, pricing, and distribution decisions. Various approaches to understanding consumer diversity is also discussed, including cultural differences, racial and ethnic differences, and socioeconomic differences. Prerequisite: MKTG 4100, MKTG 4610 or MKTG 3900.
Measuring Marketing Plans and Strategies introduces the student to the principles of marketing metrics, as well as the strategic use of these metrics. It begins with a discussion of the foundation of metrics, i.e., finance, and finished with a detailed examination of the specific metrics considered most useful to marketing managers. Prerequisite: MKTG 4100, MKTG 4610 or MKTG 3900, and MKTG 4545 or permission of the instructor.
The course aims to provide students with: 1) an understanding of the scope of marketing research, i.e., the kinds of marketing questions and problems that marketing research can handle and the type of structure requried to make a marketing problem "researchable"; 2) the ability to properly analyze research data, interpret results and understand the assumptions underlying the results and; 3) an understanding of how marketing research results are used in marketing decision making. Prerequisite: MKTG, 4100, MKTG 4610 or MKTG 3900.
This course is designed to develop a deep understanding and knowledge of the new product and service process. The student will be able to explain the process upon completion of this course. Prerequiste: MKTG 4100, MKTG 4610 or MKTG 3900.
Prerequisite: MKTG 4100.
This Marketing Planning course is centered on producing a marketing plan to address a real marketing opportunity for a local client company. Students work with their clients throughout the quarter and, at the end, deliver written and oral versions of their plan to the top management of their client companies. Both the plans and presentations would be considered professional in virtually any company or corporation, regardless of size. Consequently, the course offers an integrative real-world project in real time. In parallel with this hands-on experience, classes explore topics related to the contents, structure, format, process and project management required to complete the project. This course offers a unique opportunity to apply marketing theory in reality. Prerequisite: any 2 MKTG graduate-level courses.
This course provides an overview of all aspects of Pricing, a key driver of growth and profitability. As one of the 4 ?Ps? of Marketing, attention and interest in Pricing is growing. This is not surprising, given that Price is the one ?P? that drives the topline, with a direct impact on revenue growth, customer growth, market share, and profitability. This course examines established and emerging pricing strategies and principles. Prerequisite: MKTG 4100 or equivalent.
This course focuses on competitive tools necessary to analyze and understand various strategic organizational concepts and elements of international marketing. Students apply these tools and concepts to current case studies and papers, creating and enhancing an international marketing framework. Emphasis is on hands-on research and analysis to develop strategic options and implementation, and on identifying future international marketing issues. Prerequisite: MKTG 4100, MKTG 4610 or MKTG 3900.
This course examines the rapidly developing sports industry from a strategic marketing perspective. It is based on the belief that the best marketing practices employed by the more traditional consumer goods and business-to-business organizations can be effectively applied to organizations that produce sports as their primary product. The course is designed to familiarize students with the terms and tools needed in the sports industry and to develop skills that assist critical thinking or continued success in this unique business setting. Prerequisite: MKTG 4100, MKTG 4610 or MKTG 3900.
This course will examine what is happening in the world of corporate marketing today. Which companies' marketing strategies are working and why? Which are not working and why? Who is winning in the competitive marketplace and who is losing? How do you know? What is the connection between a company's marketing strategy and its financial strategy? Prerequisite: MKTG 4100, MKTG 4610 or MKTG 3900.
This course is designed to bring together the concepts of international business and e-commerce. We will discuss trends, issues that hinder or facilitate such trade across countries and diverse strategies that might work under different situations. Prerequisite: MKTG 4100, MKTG 4610 or MKTG 3900.
Prerequisite: MKTG 4100.
Various topics in Marketing are covered. Topics change each term.
Various topics in Marketing are covered. Topics change each term.
This course is a high intensity (2 week) immersion into the management of integrated marketing communications (IMC) on a regional and global scale. It assumes a basic understanding of marketing and IMC principles and skills. Prerequisites: MKTG 4100 and MKTG 4810.
Digital marketing is the most rapidly evolving component in the arsenal of tactics to achieve brand strategies. Students learn how to apply the key technologies, tools and techniques within digital marketing effectively, and how to successfully integrated online tools and media within the overall marketing mix.
This is a foundational course designed to assess the numerous communication alternatives employed by organizations today. Advertising, public relations, publicity, packaging and point-of-purchase materials are included as well as an exploration of the role communication plays in the marketing environment. Prerequisite: MKTg 4100, MKTG 4610 or MKTG 3900.
Students learn how to develop and implement a social media marketing campaign. Prerequisites: MKTG 4100 and MKTG 4805.
Provides an overview of strategic brand theory and practice of using integrated marketing communications to develop brands and build brand equity. Brand positioning, brand architecture, brand contact points, and the various types of brand messages will be explained and applied in assignments. Final project in the course is to analyze and present a profile of a brand. Prerequisite: MKTG 4810 and MKTG 4100.
Purpose of course is to investigate the implementation of marketing strategies and tactics using a mobile device. Prerequisites: MKTG 4100 and MKTG 4805.
Using the Harvard case method, students analyze marketing communication and brand building campaigns and processes used to aquire and retain customers, generate sales, and increase profits. The presence (and absence) of IMC strategies and practices are identified and discussed. Course concludes with presentations of cases created (based on working with real companies) by student teams. Prerequisite: MKTG 4100 and MKTG 4810.
Students learn how social media effectiveness is measured. Prerequisites: MKTG 4100 and MKTG 4805.
This is the capstone IMC course. Working in teams and as marketing communication consultants, students do an in-depth analysis of how a real company manages the marketing communications used to acquire and retain customers and build the company's brand(s). In-depth interviews with company executives, content analysis of the company's recent planned brand messages, and comparison of marketing communication plans with actual programs and activities are the main elements of the audit. The course concludes with a formal presentation of recommendations. Prerequisites: MKTG 4810 and MKTG 4820.
This course provides a framework for examining key strategic marketing issues faced by modern business. As such, it immerses you in the environment in which decisions must be made and businesses must operate. Using case studies that range from small start-up firms to large transnational organizations, as well as a number of other experiential learning techniques, you are exposed to internal aspects of the organization, as well as external forces that affect organizational performance. The focus of Strategic Marketing is developing an understanding of customers, the markets they comprise, and the industries that serve them. The material covered provides the foundation for students' preparation of a market feasibility study fro a business or product idea, to be submitted at the end of the quarter. This course also focuses on making decisions about how best pursue market and strategic opportunities, including the use of accounting and other quantitative data for business planning and managerial decision making. Prerequisite: any 2 MKTG graduate-level courses, one of which must be MKTG 4100, MKTG 4610 or MKTG 3900.
Hours and times arranged by student.
Hours and times arranged by student.