MBA 660 - Challenge of Managing Value

At its core, marketing is about providing consumer value and satisfaction. The practice of doing this is changing constantly, driven by rapid and far-reaching changes in technology, globalization, and the evolution of consumption values, practices and lifestyles. This course will present themes, theories and trends that are critical for understanding the business of creating, capturing and sustaining value. It will provide students with a sound foundation to explore marketing in-depth in upper level elective courses.

MKT 810 - Marketing Research for Managers

This course explores the role of research in marketing decision-making, including the cost and value of information. The course uses cases and problems to explore problem definition, research design, sampling, questionnaire design, field methods, data analysis, and reporting. Prerequisites: MBA 710 or MBA 660.

MKT 813 - Advertising and Brand Promotion

This course deals with all aspects of advertising and integrated marketing communication. Included are the creation and development of communication strategy (i.e. marketing research, target market selection, positioning, testing, etc.) and integrated communication tactics (i.e. advertising, public relations, sales promotion, direct marketing, media selection, etc.), as well as measurement and evaluation. Formerly MKT 813 Integrated Marketing Communication. Prerequisites: MBA 660 or MBA 660.

MKT 814 - Strategic Marketing

This course is designed to provide you with both a sound theoretical and an applied approach to developing and implementing marketing strategy at multiple levels of the organization – corporate, division, strategic business unit, and product. Special emphasis will be placed on dealing with contemporary marketing issues in the highly competitive global environment. The course presentation will combine lectures, case studies, guest speakers and a semester long, team-based project. Prerequisites: MBA710 or MBA 660.

MKT 815 - Consumer Behavior

Since consumers are at the center of the value creation activities of businesses, an understanding of consumer thoughts, feelings, and actions is critical for business success. The objective of this course is to focus on the acquisition, consumption, and disposal behaviors of consumers. It begins with you examining yourself as a consumer, and ends with you in the role of a manager using consumer insight to solve business problems. The class uses a mix of lecture, projects, debates, and case studies to foster discussion and learning. Prerequisite: MBA 710 or MBA 660.

MKIB 817 – International Marketing

This course exposes students to the problems and opportunities associated with marketing across national boundaries.  In this attempt, first, national and international environments of international marketing will be analyzed.  The purpose is to identify the economic, socio-cultural, and legal-political factors relevant for decision making in international marketing.  Second, the way these environmental factors affect various functions of marketing management will be studied.  Finally, the control, co-ordination, and integration of marketing efforts on a transnational basis will be examined.  Prerequisites:  MBA 710 or MBA 660

MKT 820 - Sales Management

This course addresses the role of the sales manager in today’s challenging business environment. As such, the course includes an understanding of direct sales, as well as all facets of sales management such as recruitment, compensation, and management of a sales force. The core of activity is lecture and case study. Prerequisites: MBA 710 or MBA 660.

MKT 822 - Services Marketing

The course focuses on the unique challenges of managing services and delivering quality service to customers.  The attraction, retention, and building of strong customer relationships through quality service (and services) are at the heart of the course content.  The course is equally applicable to organizations whose core product is service (e.g., banks, transportation companies, hotels, hospitals, educational institutions, professional services, telecommunications, sporting industry, etc.) and to organizations that depend on service excellence for competitive advantage (e.g., high technology manufacturers, automotive, industrial products, etc.)  Prerequisites:  MBA 710 or MBA 660.

MKT 825 - Strategic Brand Management

More and more firms of all types have come to the realization that one of their most valuable assets is the brand name associated with their products or services. In fact, most understand that their brand is their “most enduring” asset. This course, an advanced MBA elective, is designed to present conceptually, and through application, how the management of brands – across all markets - is used to advance the strategic interests of the company. Prerequisites: MBA 710 or MBA 660.

MKT 840 - One to One Marketing

This course explores the many aspects of direct marketing, including direct mail, catalogs, direct response TV and radio, telemarketing in consumer and business-to-business contexts, and online activities. It includes prospecting techniques, mailing list development, list testing, database management, positioning and creative strategies, and statistically-based list segmentation modeling. Prerequisites: MBA 710 or MBA 660.

MKIB 901 Global Consumer Culture

This course examines the intersection between consumer behavior and globalization, with a focus on understanding the tension and balance between cultural homogenization and cultural heterogenization.  Students also investigate the domains of consumer behavior that are impacted such as consumer motivations, goals and attitudes. The course emphasizes understanding consumer behavior in emerging markets. Prerequisites: MBA 710 or MBA 660.

MKIB 902 Global Supply Chain Management

This course will examine the theories and practices used to plan, organize, and control global supply chains. The approach will go beyond viewing exchange relationships from a strictly physical sense (movement of goods and services) to focus on the interaction between trading partners with different cultures and how firms are using channel strategies to gain a competitive advantage globally. Specifically, this course will explore the role that channel members play as intermediaries between the production and consumption sectors of the economy. This course will explore how channels of distribution have evolved and identify challenges that channel members will face in the globalized 21st century. Subsequently, this course will examine how channel members develop global strategies to attract consumers and also how consumers develop strategies to acquire goods and services from channel members. Prerequisites: MBA 710 or MBA 660.

MKIB 903 - Managing and Communicating Brands in Global Markets

In many firms, the brand or portfolio of brands has become the most valuable asset that require strategic management in order to secure the goals of the organization. Hence, developing strong brands for markets around the world have become increasingly important in today’s global economy. This objective of this course is to examine appropriate theories, models and other tools to help make branding and communication decisions for brands globally. The course presentation will combine lectures, case studies, guest speakers and a semester long, team-based project. Prerequisites: MBA 710 or MBA 660. Students who have taken either MKT 813 or MKT 825 cannot register for this class.

MKT 920 - Marketing Internship

This course provides students with an opportunity to gain valuable work experience in an organizational setting, and apply marketing and business knowledge for problem solving. The course consists of two components: Academic component – the student will integrate knowledge acquired in marketing courses with practical experiences gained during work. A paper will be written to describe the project and student experience. Personal Development component – the student will gain experience in business practice through a minimum of 100 hours on-site work experience. This experiential component of the internship will allow for networking opportunities and career development. Prerequisites: MBA 710 or MBA 660.