Marketing Core Course

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.

Marketing Elective Courses

(MBA 660 IS A PREREQUISITE FOR ALL MARKETING ELECTIVES.)

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 660 and MBA 622.

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.

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.

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.)

MKT 842 - New Product Development

The objective of this course is to familiarize students with new product techniques that are commonly used in the consumer product and service industries. The focus will be on the marketing function's input to the new product process during the pre-launch and launch stages. The course will cover a wide range of issues such as market definition, concept generation and evaluation, product design, product positioning, test marketing, and product launch and tracking. The course will be based on lectures, case discussions, and project assignments. The lectures will provide an overview and cover issues included in the assigned readings. It is essential that you are familiar with the readings before every class. The case discussion (student participation is vital here) will provide an application setting to test the concepts learned in the lectures. The project assignments are designed to give you hands-on-experience with new product development tools and techniques.

MKT 844 - The Business of Social Media

Social media are establishing themselves as a legitimate part of the marketing strategy of firms. They offer businesses new opportunities for injecting brands in consumers' lives, engaging customers in value co-creation and dissemination, building brands, and fostering community. At the same time they offer consumers new platforms to assert themselves against companies and brands. How do firms manage in this fast evolving, technology enhanced, networked environment? In this course we will focus on five issues: The transformation of markets (TV, Music); new models for framing marketing practices on social media (Inbound marketing, hybrid promotion); social media strategy for implementing marketing programs including segmentation, targeting, consumer engagement, and branding; metrics for measuring social media ROI; and the strategies for maintaining and ceding control. Naturally, student projects and assignments will use social media tools including blogs and wikis.

MKT 910 - Directed Study in Marketing

A student proposes a directed study project, generally for three credit hours and completed during one semester. The student and faculty advisor must concur on a written proposal and final report, and the project must be approved by the Office of the Dean prior to registration.

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.

Global Marketing Elective Courses

MKIB 812 - Global Branding and Communication

In consumer cultures around the world, brands are important vehicles through which consumers express individual as well as collective identities. Because brands are such powerful symbols by which consumers live, it has become increasingly important for firms to develop brands that connect emotionally with consumers. As brands and what they stand for become recognized around the world, the management of them becomes increasingly complex and multifaceted. With this in mind, this course is designed to address branding and communication decisions faced by firms and their brands in global markets. During the course, you will be introduced to concepts and practical applications of branding and  marketing communication that can help marketers to successfully create and nourish  relationships with consumers and other stakeholders in the global marketplace. To enable improved managerial decision-making, particular emphasis will be placed on understanding branding at the consumer level.

MKIB 816 - Managing Relationships in the Global Supply Chain

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.

MKIB 817 – International Marketing

This course has two inter-related objectives. The first is to broaden students' sensitivity to different cultural, socio-economic and legal environments encountered in the international marketplace. The second is to develop students' skills in developing and implementing international marketing strategies and programs in diverse contexts. The course materials cover both large and small firms marketing a broad range of consumer and industrial products and services, and operating in developing and developed country markets. Students will develop a critical appreciation of the external forces that are shaping the international marketing manager's job; learn when to use different product-market entry and penetration strategies, understand the pressures towards standardizing or adapting marketing programs and when to centralize or decentralize marketing decision-making.

MKIB 819 - Global Perspectives in Consumer Marketing

A key to successful marketing is cracking the code of consumer behavior. The scope of this course is analyzing consumer behavior both at home and abroad, particularly contrasting the emergent markets in the East with more established Western markets. This comparison highlights issues such as the role of consumption in negotiating modernity while honoring tradition, responses of consumers to innovations, the role of social class and status in consumption, and value placed on authenticity in different cultural milieus.  The course is constructed in three modules. The first focuses on the globalization of consumption, the second on the adoption and consumption of innovations, and the last on special topics in cultural and cross-cultural studies.