Marketing

MRKT 51.521 (1.5-1-0) Marketing Concepts

The topics covered in this course include an overview of marketing history, marketing strategy, environmental forces, buyer behavior, market analysis, product strategy and developments, channels of distribution, promotional strategy and advertising, and pricing strategy. Equivalent to MRKT 3301 Principles of Marketing.

Requisites: None

Offered:  Fall, Summer, Spring, Online.

MRKT 6301 (3-3-0) Creative Problem Solving for Marketing Decisions (S-L)

This course explores the relationship between the creative process and marketing decisions. Students will learn effective methods of divergent and convergent thinking as tools to solve problems, meet goals, and approach challenges and opportunities in a marketing environment. This course contains a field-based service-learning component.

Requisites: MRKT 51.521 or undergraduate equivalent.

Offered:  Fall, Spring, Summer, Online.

MRKT 6302 (3-3-0) Business Development Strategies

Marketing strategies designed to strengthen the performance of the marketing organization will be discussed. Current topics examined in this course include strategic alliance partnerships, market opportunity assessment, market segmentation strategies, customer satisfaction, and business to business marketing.

Requisites: MRKT 6301 (S-L).

Offered:  Periodically.

MRKT 6303 (3-3-0) New Product Development

This course focuses on the process of creating and marketing new products. Topics discussed include the new product development process, prototyping, market assessment, new product strategies, and other related areas. The course includes a combination of lectures, discussions, and case analyses.

Requisites: MRKT 6301 (S-L).

Offered:  Periodically.

MRKT 6312 (3-3-0) Consumer and Buyer Behavior

This course applies concepts, principles and theories from the various social sciences to the study of factors that influence the acquisition, consumption and disposition of products, services and ideas. The principles and theories from a number of disciplines are used to describe and explain consumer and buyer behavior including economics, psychology, social psychology, sociology, and anthropology.

Requisites: MRKT 6301 (S-L).

Offered:  Periodically, Online.

MRKT 6321 (3-3-0) International Marketing

This course examines the marketing strategies related to the unique problems and opportunities firms face in the international environment. The effects of cultural differences, domestic and international regulations, as they affect marketing strategies and research methods, will be studied for the multinational firm.

Requisites: MRKT 6301 (S-L).

Offered:  Spring, Online.

MRKT 6331 (3-3-0) Marketing Analysis

Overall course design is to investigate the inter-relationship of information needs between marketing research and marketing management. Emphasis is upon the methods and techniques that may be employed for the collection and analysis of primary data. Specific topics include design of research projects, questionnaire and sample design, primary data collection and analysis, as well as communication of results.

Requisites: MANA 6303 or undergraduate equivalent, MRKT 6301 (S-L).

Offered:  Fall, Online.

MRKT 6340 (3-3-0) Marketing Strategy for Nonprofit Organizations (S-L)

This course will focus on the importance of marketing (both internal and external) in the success of nonprofit organizations. Topics include determination of specific market targets, the development of product/service strategy, the dynamics of pricing of nonprofit services, the distribution or delivery of products or services to the various target markets, developing a customer orientation, designing the marketing mix and the development of promotional strategies to various groups. This course  contains a field-based service-learning component.

Requisites: MRKT 6301 (S-L).

Offered:  Spring.

MRKT 6341 (3-3-0) Advanced Marketing Strategies

The course examines the explicit process of formulating organizational marketing goals and strategies. The marketing planning phases of formulation, integration, and implementation, including evaluation and feedback, are reviewed and applied in various organizational settings. The course combines course discussions with current marketing literature and case analyses. Course applications emphasize product marketing in the Fall term and services marketing in the Spring term.

Requisites: MRKT 51.521, MRKT 6301 (S-L).

Offered:  Spring, Online.

MRKT 6351 (3-3-0) Online Consumer Behavior

Participants will identify processes and trends in online consumer behavior and influence of that behavior. All will learn how to bridge the connection between online and offline consumer behavior. Participants will examine consumers’ goals and fears to find psychological, emotional, logical and sociological explanations of behavior. Additionally, consumers’ online search intentions and search engine optimization (SEO) will be examined and applied.

Requisites: None.

Offered: Fall, Spring, Summer.

MRKT 6352 (3-3-0) Customer Segmentation and Descriptive Analytics

Participants will learn a variety of customer segmentation techniques that provide the framework to design and deploy highly targeted, insight-driven marketing campaigns. All will use cutting-edge analytics software to develop segmentation solutions that support many facets of today’s marketing and sales operations. Participants will learn how to perform and interpret the results of other commonly used descriptive analytic approaches, such as exploratory data analysis and market basket analysis.

Requisites: None.

Offered: Fall, Spring, Summer.

MRKT 6353 (3-3-0) Social Media and VOC Analytics

Participants will develop an in-depth understanding of how social media analytics and voice of the consumer (VOC) analytics are used.  Utilizing a leading social media listening and analytics platform to develop a “hands-on” understanding of how social media data are captured, analyzed and ultimately turned into actionable information. Participants will learn how companies are transforming their outdated customer feedback data collection practices into enterprise-wide VOC programs that generate timely insights and help companies create better customer experiences and greater brand loyalty.

Requisites: None.

Offered: Fall, Spring, Summer.

MRKT 6354 (3-3-0) Social and Mobile Marketing

Participants will learn how to determine which new media selections best fulfill a marketing strategy. All will analyze the unique advantages and challenges of major social networks. Participants will develop expertise in marketing through mobile devices with an emphasis on engaging specific target groups.

Requisites: None.

Offered: Fall, Spring, Summer.

MRKT 6355 (3-3-0) Web Analytics

Participants will be introduced to a broad array of website analytic techniques. All will utilize an analytics platform, such as Google Analytics, to identify visitor profiles and segments, study website usage patterns and content viewing behaviors and pinpoint channels that drive the greatest desktop and mobile visitor traffic to company’s websites. Insights gained through web analytics have become an essential input in the development of digital marketing strategies that incorporate highly targeted  paid (advertising), owned (web properties), and earned (social sharing) media components and are at the center of mastery development within this course.

Requisites: None.

Offered: Fall, Spring, Summer.

MRKT 6356 (3-3-0) Predictive and Prescriptive Analytics

Participants will be introduced to predictive and prescriptive analytics and the broad set of business applications these tools support. Predictive analytics use advanced algorithms and machine learning to process historical data, “learning” what has happened while uncovering unseen data patterns, interactions and relationships. Then it creates models that show the likelihood of scenarios or outcomes. Prescriptive analytics solutions enable accurate decision-making for complex problems that involve millions of decision variables, constraints and trade-offs with optimization techniques. These solutions augment a company’s decision support capabilities by providing tools for building and deploying optimization models that are   mathematical representations of business problems. Optimization models then solve using sophisticated algorithms and deliver recommendations to business decision-makers. Simply put, predictive analytics provide an estimate of time, resources   needed, and demand. Prescriptive analytics can help build replenishment plans to decide which warehouse should supply to each location to meet demand. Several different modeling techniques will be covered in the course including linear regression, logistic regression, and decision tress analysis. These tools will equip participants with competencies needed by decision- makers in all industries and will provide “future-proof” protection.

Requisites: None.

Offered: Fall, Spring, Summer.

MRKT 6357 (3-3-0) Digital Storytelling and Branding

Participants will focus on research and data collection, story conceptualization, and reporting methods within a primarily digital communication strategy. All will develop skills to set message goals, evaluate various storytelling techniques, and produce stories relevant to different digital devices, audiences and brand strategies.

Requisites: None.

Offered: Fall, Spring, Summer.

MRKT 6358 (3-3-0) Digital Marketing and Campaigns

Participants will engage in digital-centric thinking, planning, and implementation of a comprehensive marketing campaign. All will learn how different roles on a digital marketing teamwork in unison to develop online content and programs that result in exceptional user experiences.

Requisites: None.

Offered: Fall, Spring, Summer.

MRKT 6359 (3-3-0) Creating Value through Operations Analytics Internship

Creating Value through Operations Analytics is the process of using data analysis and business intelligence to improve efficiency and streamline everyday operations in real time to increase profitability. The required internship gives students the ability and opportunity to take knowledge and theory they have learned in the Marketing Analytics concentration and to apply it in a real-world setting within a marketing context. The experiential learning is a rich blend of both marketing and analytics maximizing technological capabilities to enhance performance. This creative and progressive approach will help prepare participants for success in a marketing career future having developed the digital and analytical skills needed to compete in today's insight-driven market.

Requisites: None.

Offered: Fall.