Graduate Course Descriptions
525 Marketing Research I
526 Advanced Marketing Research
528 Qualitative Research
529 Precision Marketing
530 Principles of Customer Relationship Management (CRM)
534 Analytical Tools for Marketers
535 Marketing Strategies & Planning
537 New Product Development
540 Strategic Planning: Developing Sustainable Business Models
541 Brand Management
542 Brand Culture
545 Consumer Behavior
550 Business to Business MKT
555 Decisions in Marketing Management
557 International Marketing
558 Marketing Across Cultures
575 Advertising and Sales Promotion MGT
576 Effective Business Communication
577 Leading Business Development
578 Sales Strategy and Technology
590 Marketing of Services
595 Internet and Interactive Marketing
798/531 Special Topics: CRM Analytics Measurement and Campaign MGMT
798/532 Special Topics: CRM Implementation and Strategy
798/538 Special Topics: Strategic Planning for New Product Management
798/579 Special Topics: Category Management
798 Special Topics: Pricing Strategy
798 Special Topics:Direct and Interactive Marketing-Crosslisted
798 Marketing Communications Internship
799 Independent Study
MARKETING GRADUATE COURSE DESCRIPTIONS
(Required for marketing concentration) This course provides an overview of the nature of marketing research and its role in decision-making with the organization. Specifically the students will concentrate their efforts on understanding the process of research design and implementation.
PREREQUISITE(S): GRADUATE STANDING
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MKT 526 MARKETING RESEARCH II
Those students interested in more extensive marketing research experience should enroll in this course. The student will begin with a data set and work closely with the instructor in performing multivariate data analysis and developing a format for presentation of results.
PREREQUISITE(S): MKT 525
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MKT 528 QUALITATIVE RESEARCH METHODS
Qualitative Research Methods will explore qualitative techniques useful in developing consumer insights. Topics will include question design, content analysis, and observational approaches. Projective techniques and other indirect methods, in-depth/in-person interviews, and focus group sessions are also covered. Offered variably.
PREREQUISITE(S): MKT 525 and MKT 545
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Geomorphic such as Claritas and Spectra combine publicly available demographic data with commercial database and mapping software. These tools, which are used by most Fortune 1000 consumer firms, enable marketers to pinpoint target marketers and create effective strategies for a variety of marketing activates. Course topics include the strengths and weaknesses of different approaches identification of a geodemographic target market, and the use of geodemographic data for advertising and promotion, retail site selection, cross selling opportunities, and other strategic decisions.
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MKT 530 CUSTOMER RELATIONSHIP MANAGEMENT
Students are introduced to a new strategy methodology, CRM, which is currently being adopted by many organizations in efforts to enhance their competitive advantage. Focus is placed on understanding how an enhanced customer relationship environment can differentiate an organization in a highly competitive marketplace. Both the business and consumer markets are examined in multiple vertical markets. New technology demonstrations and their impact will be discussed. Guest speakers provide current best-practice methods. Topics included: Case analysis and projects make up the course assignments.
PREREQUISITE(S) GRADUATE STANDING
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MKT 534 ANALYTICAL TOOLS FOR MARKETERS
This course seeks to provide an in-depth understanding of both qualitative and quantitative analytical tools that are of critical importance to marketers. These tools will help marketers avoid head-to-head competition, understand customer perceptions, understand customer preferences, develop accurate sales forecasts and financially value marketing strategies. The course is designed to be “hands-on” in that students will develop understanding mainly through conducting application projects and presenting results. The course is also designed to be immediately applicable to marketers’ current and future jobs.
PREREQUISITE (S): MKT555.
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MKT 535 MKT STRATEGIES AND PLANNING
This course focuses on building the strategic planning and strategic thinking skills necessary to compete in the global economy. Emphasis is placed on the contribution of marketing function to the establishment of company mission, objectives, and goals. Strategies to accomplish objectives are fused from marketing, financial, and operations perspectives but emphasizing marketing elements. Students are provided with various conceptual frameworks for developing and implementing value-creation strategies. Written cases/projects are part of the course assignments.
PREREQUISITE: MKT 555
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MKT 537 NEW PRODUCT DEVELOPMENT
The course has four objectives: first, to familiarize participants with how firms manage the conceptualization, development and launch of new products and services; second, to develop a systematic process for new product development that matches the existing business context; third, to give participants knowledge of some useful and immediately applicable tools that will enable them to participate and lead a team that effectively translates a firm's strategy and customer needs into successful products and services; and finally, help participants understand the impact of company dynamics in affecting the new product development process.
PREREQUISITE(S): MKT 525.
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MKT 540 STRATEGIC MARKETING: DEVELOPING SUSTAINABLE BUSINESS MODELS
In today’s hyper-competitive business environment, firms find it increasingly difficult to generate sustainable revenue growth. This course uses an organic-growth, marketing-based, customer-driven approach for developing sustainable year-on-year revenue growth. Linkages are created between existing benefits-based customer segmentation strategies, changing customer needs, the choice of a firm’s or a business unit’s product/service-line positioning strategy, its chosen business model, and finally its performance. Topics covered include:
• Outcomes-based segmentation
• Price-performance curves
• Market-leader positioning approaches
• Business model visualization and representation
• Dynamic positioning, product-line and business unit adaptation
• Value migration and threats to sustainability
By the end of the course, students will know how to detect signals of change in customer needs and adapt their business models resulting in sustainability. This is a case-based course with a project deliverable due at the end of the course.
PREREQUISITES: MKT 555
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Brand management is an important component of both consumer and business marketing. The course addresses important branding decisions faced by an organization, particularly the role of brands in strategy. Learning objectives are (1) to increase understanding of the important issues in planning and evaluating brand strategies; (2) to provide the appropriate theories, models, and other tools to make better branding decisions; (3) to understand how marketing mix variables can affect brand equity over time; (4) to understand how to build and maintain brand equity; (5) to understand how to adapt brand strategies and tactics to optimize marketplace success.
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Brands are complex socio-cultural entities. They occupy a unique position in modern culture and consumers are increasingly playing a more prominent role in the legacies of brands. This seminar class will explore the culture and sociology of brands, focusing on what consumers do with and to brands. Readings will come from a variety of perspectives, including both practitioner and academic sources. Topics covered will include: Sociological aspects of consumers and their brands, brands and status systems, brand and consumption communities, and consumer created marketing content.
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(Required for Marketing concentration) A review of the various theories, models, and techniques that attempt to explain consumer behavior. The course consists of lecture-discussions of behavioral theories, the empirical findings of contemporary research, and case studies designed to illustrate the salient issues involved in developing consumer-oriented marketing strategies.
PREREQUISITE(S): MKT 555
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MKT 555 DECISIONS IN MARKETING MGT
Students are provided with an overview of the marketing process for customer-oriented firms. Focus is placed on decision-making that aligns a firm's market offerings with the wants and needs of targeted segments of customers within a continuously changing environment. Written cases/projects are part of the course assignment.
PREREQUISITE: Graduate Standing.
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MKT 557 INTERNATIONAL MARKETING
The differences between markets and distribution systems in various countries are explored. By emphasizing the social and economic factors causing these differences a sound understanding of and empathy with different international marketing problems are developed. Analyses are made of the organization of trade channels in various cultures, of typical government policies towards international trade in countries at different stages of development, and of international marketing research, advertising, and exporting. Offered Variably.
PREREQUISITE(S): MKT 555 or equivalent.
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MKT 558 MARKETING ACROSS CULTURES
The course is structured to examine culture from two dimensions: a cross-cultural view, which compares local culture customs across various national marketing environments; and an intercultural approach where the focus is to examine the interaction between foreign firms and a host-country culture.
Learning Objectives:
- Students will gain an understanding of cultural variables from a global perspective
- Students will gain the ability to compare and analyze national cultural similarities and differences across national, regional and global environments.
- Students will gain teh ability to recognize and analyze the interaction in marketing approaches between people and business groups who have different national/cultural backgrounds.
MKT 575 ADVERTISING & SALES PROMOTION MANAGEMENT
A study of the theories and techniques applicable to the development of the promotional mix. Class consists of analysis and development of objectives, budgets, message design and media selection, and measuring the effectiveness of these for mass design and direct promotional vehicles.
PREREQUISITE (S): MKT 545 & MKT 555.
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MKT 576 EFFECTIVE BUSINESS COMMUNICATIONN
This course is designed to expand the participant's communication skills through the application of the principles of communication science and the psychology of persuasion in a contemporary business setting. Students are shown how to develop successful communication and message packaging strategies useful in a variety of communication venues including: memos, meetings, briefings, interviews and individual and team presentations. Oral presentations and written communication techniques are explored including use of visuals, computer graphics, and layout techniques. The mechanisms of Speech Apprehension (stage fright) are presented as well as techniques for management and reduction of this common, debilitating phenomenon. Personal ethics and credibility are explored as important components of effective communication, both individually and as part of a team.
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MKT 577 LEADING BUSINESS DEVELOPMENT
This is a course designed for managers or future team leaders seeking to maximize their resources to achieve sound business results for their organizations and customers. Utilizing current practices, processes, and proven in-market techniques, students will learn to create and maintain a customer team that achieves results with the internal as well as external Customer. Emphasis will be placed on: Team Leadership Skills, Profiling and Segmenting Customers, Managing Team Performance, Developing Business Plans and Relationships, internally and externally.
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MKT 578 SALES STRATEGY & TECHNOLOGY
In today’s business environment the key to development of superior customer sales strategy is detailed intelligence. In SS&T we will investigate sources of customer data, the state of data management technology and the contribution that current and accurate customer information can make in changing sales strategy. In this course, students will gain an appreciation of data leveraging, or the use of customer insight to produce winning selling strategies.
This course instructs students via text, lectures and guest speakers. Students will work with the technical tools of selling today, including on demand segmentation and research systems from the ACNielsen Company, the Saleforce.com CRM System and a variety of on demand CRM applications. These tools will be learned through the application of these technologies to resolve sales cases. Upon completion of this course, students will have acquired significant skill in using technology to resolve issues confronting today’s sales organizations.
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Service businesses are an increasingly dominant force in world economics. In fact, you may be surprised to learn that the United States has been a service economy since the mid-1940s! Approximately 76% of our labor force, 72% of the GDP and 45% of the average American family’s budget are accounted for by services. What all of this means is that you will probably be employed by (or already are employed by) a service organization. Unfortunately, most business school courses have traditionally focused on the manufacturing sector. This course is designed to help you develop an understanding of the unique marketing needs and challenges faced by service organizations, as well as manufacturing firms that use service as a competitive strategy, in an increasingly challenging global environment.
Specifically, this course explores the distinctive aspects of service organizations and services marketing (contrasted with manufacturing organizations and product marketing). Differences and similarities between the marketing of services and that of manufactured goods will be discussed. Other topics include measurement of quality and customer satisfaction, customer behavior and expectations, roles of service providers and customers, service competitive advantages, relationship management, overlap of service marketing with other organizational disciplines (e.g. H.R., operations, finance), organization design and value-chain impacts, outsourcing challenges and opportunities, global issues, macro environmental impacts, and Business to Business and Business to Consumer examples and strategies in multiple vertical markets (e.g. financial services, technology, retail, manufacturing, health care, hospitality and entertainment, automotive, government).
PREREQUISITE: MKT 555
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MKT 595 INTERNET MARKETING
Explores the emerging business models, rules, tactics, and strategies associated with this medium. Integration with other channels and marketing operations is stressed. Classes are discussion-based, drawing on current applied readings and cases from a variety of industries in both the business-to-business and business-consumer markets.
PREREQUISITE(S): MKT 555
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MKT 798/531 CRM ANALYTICS MEASUREMENTS AND CAMPAIGN MANAGEMENT
The course focuses on detailed data integration, campaign management, ROI/metrics and CRM strategy. A resource text on Data Integration forms the foundation for creation of meaningful information. Cases, articles, and class lecture support the student’s effort in learning CRM measurement techniques and strategies in multiple vertical markets. Guest speakers and software demonstrations add a practical application dimension to the discussions. MKT531 is the second of three courses in the CRM concentration.
PREREQUISITES: MKT530 or CRM knowledge and experience.
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MKT 798/532 CRM STRATEGY AND IMPLEMENTATION
The course focuses on the hardware and software selection process for CRM, implementation of CRM, organizational change strategies required to support a CRM strategy and overall CRM strategy. Cases, articles, and class lecture support the student’s effort in learning CRM implementation and utilization approaches in multiple vertical markets. CRM technology enabler organizations demonstrate and discuss the hardware and software strategic options. Business practitioners share implementation and strategy experiences. MKT532 is the third of three courses in the CRM concentration.
PREREQUISITES: MKT530, MKT531 or advanced CRM knowledge and experience.
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MKT 798/538 STRATEGIC PLANNING FOR NEW PRODUCT MANAGEMENT
The importance of managing successful new products has increased exponentially given the impetus of a global economy, the faster rate of innovation and the increased sophistication of consumers. New products as a result of innovation are at the center of companies’ strategies for both growth and survival. Executive issues to be explored include: Managing New Product Portfolios, Fostering Innovation and Creativity, Design as a Competitive Advantage, Borderless Innovation: The impact of globalization, and Mastering channels of distribution.
In this course we’ll use current case studies, events and articles to provide the students a series of tools and concepts that will enable them to manage successful new products situations in the workplace. The course is targeted to marketing professionals interested in transitioning to new product development, to technical professionals looking to move into management, entrepreneurs and general managers who are responsible for a portfolio of products, financial analysis who assess growth prospects, and product development professionals who need to learn tools and techniques to handle strategic challenges today.
PREREQUESITE: New Product Development (537) or instructor's approval.
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SPECIAL TOPICS: MKT 798/579 CATEGORY MANAGEMENT
Successful companies expect their suppliers to act as partners that will help them grow their businesses, not simply to trade share amongst competitors. Relationships are established between buyer and seller when vendor partners demonstrate and leverage business understanding to build customer volume.
In consumer packaged goods, this practice has become known as category management. In this system, one category manager is typically appointed from a group of competitors. The category manager is usually, but not always, the market share leader in a category. The category manger is always a category expert with the resources necessary to translate information into business insight and implement volume building activity.
In this course we will use the case method to:
•Learn the category management process
•Use the information systems and data resources available
•Develop sales presentations that effectively communicate solutions for business problems in three different industries.
These cases will be drawn from the consumer packaged goods, mass merchant retailing and industrial manufacturing businesses. Students will work individually and on teams to complete each assignment.
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SPECIAL TOPICS: MKT 798/101 PRICING STRATEGY
Pricing decisions are among the most influential and challenging issues facing a business. Pricing strategy lies at the intersection of marketing, sales, finance, and production. Managing pricing effectively affects a company’s growth and profitability more directly and quickly than any other strategic decision. In this course, we will explore methods of analyzing pricing decisions, influencing customers’ price perceptions, managing sales promotions and negotiations, and forecasting industry price trends. Pricing Strategy will explore pricing decisions for new product introductions and mature product profit management. Students will discover best practices in pricing decision making at the industry, market, and transactional level. Organizational structure, routines, and instrumentation will also be discussed with respect to price decision making. The goal of this course is to equip managers with an informed and structured approach to pricing for improved profitability and sell through.
PREREQUISITES: MKT 555 Decisions in Marketing Management & ACC 555 Managerial Accounting for Decision Making
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MKT 799 INDEPENDENT STUDY (PREREQ: WRITTEN PERMISSION)
Available to graduate students of demonstrated capability for intensive independent work in marketing. PREREQUISITE(S): Written permission.
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