Marketing
Name | Title | Credits | School |
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MRKT 501 | Introduction to Marketing | 1.5 | School of Management |
Study of the process by which consumers' needs and wants are analyzed and satisfied within the context of a modern marketing system. Investigation of current developments in the external environment affecting the marketing process. The role of marketing institutions in facilitating the flow of goods and services from producers to consumers is analyzed. |
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MRKT 610 | Branding | 1.5 | School of Management |
This course is designed to appraise the role that branding plays in the contemporary business world. Brand equity is analyzed from the viewpoints of management of brand architecture and the management of customer value. Practical branding experience will be gained through a series of individual and group-based case analysis, exercises and a comprehensive term project. Prerequisite Course(s): Prerequisite: MRKT 501 or a waiver |
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MRKT 615 | Technical Sales and Marketing | 3 | School of Management |
In this course students will build on their knowledge of marketing and sales and in particular, technical sales, in order to master the skills needed to be an effective and persuasive technical salesperson. Students will be introduced to the selling process within the context of the broader marketing plan. Topics include technical selling, generating and qualifying sales leads, planning sales calls, demonstrations, negotiations, closing the sale, follow up, building partnerships, managing time and territory, and sales metrics. Classroom Hours- Laboratory and/or Studio Hours- Course Credits: 3-0-3 |
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MRKT 620 | Strategic Marketing & Branding | 3 | School of Management |
Marketing is at the core of a business enterprise. Without customers, a business cannot exist. This course prepares students to approach, structure, and solve complex marketing problems on strategic and tactical levels. Analysis of the dynamic marketplace trends affecting everchanging customer preferences, evolving market structures, and competitive scenarios will reflect the complexity of the marketing task. The course provides students an understanding of strategies and tactics for capturing market opportunities via delivery of superior customer value and brand equity management. Analysis of the trends affecting the ever changing customers' wants and preferences, evolving market structures and competitive scenarios will reflect the present complexity of the marketing task, and the imperative of capturing market opportunities via delivery of superior customer value and the brand equity management. Classroom Hours- Laboratory and/or Studio Hours- Course Credits: 3-0-3 |
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MRKT 625 | Product & Market Development Risk | 3 | School of Management |
Innovation is the driving force behind today’s economy. However, risk is inherent in the development of new product and market opportunities and most new products fail in the marketplace. This course addresses how to assess and mitigate risk in market opportunities and new product development. In this course, we first focus on the tools and techniques associated with analyzing market opportunities. We then focus on designing, testing, and introducing new products and services. A semester project will enable students to apply strategies for risk mitigation to the new product development process. Prerequisite Course(s): Prerequisite: MRKT 501 or a waiver |
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MRKT 710 | International Marketing | 3 | School of Management |
Presents a systematic treatment of marketing in a global setting, within the WTO-GATT trading regime. The impact of Cultural-Social-Demographic, Legal-Political, Competitive, Technological, and Economic trends on the international markets' attractiveness will be analyzed. Students will learn to develop STP and Marketing Mix schemes for various foreign market entry strategies, in a group project aimed at an assigned product/market combination. Prerequisite Course(s): Prerequisite: MRKT 620 |
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MRKT 715 | Marketing Communication and Promotion | 3 | School of Management |
Presents an integrated framework useful for understanding the role and uses of promotion within the context of the marketing mix. The emphasis will be on the utilization of communication theories in the development of tactical and strategic promotional programs. The successful completion of the course should enable the student to contribute to the development and implementation of the major components of promotional strategy, (e.g., advertising, selling, sales promotions, and public relations). Current trends in media will be examined with a strong emphasis on new media, including search, social, mobile, and the Internet. Students will gain experience in analyzing new marketing opportunities and develop appropriate plans to leverage the strengths of traditional and emerging platforms for promotion. Prerequisite Course(s): Prerequisite: MRKT 620 |
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MRKT 745 | Internet Marketing | 3 | School of Management |
The digitization of media is transformational as it concerns best practice approaches to marketing. This course examines the Internet as a tool for communication as well as its contribution to changes in distribution, pricing, and products for a business enterprise. Prerequisite Course(s): Prerequisite: MRKT 620 |
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MRKT 750 | Marketing Research for Managerial Decisions | 3 | School of Management |
The course examines the issues arising in the process of collecting and generating data, and the data transformation into information for decision making in the area of marketing. Emphases are on the validity and reliability of the techniques associated with exploratory, descriptive and causal research designs; methodologies in measurement and scaling, sampling and fieldwork. Basic parametric and nonparametric techniques, with some exposure to multivariate data analysis, are explored. Students gain experience in analyzing and presenting "real-life" marketing research data analysis using SPSS package. |
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MRKT 765 | Product Marketing & Innovation | 3 | School of Management |
Examines the concepts, methodologies, and techniques utilized in the search, development, testing and launch of impactful new products and services. The course includes the consideration of a firm's strategic requirements for new products, the nature of innovation and consumer response, concept development and testing, market testing, estimation of market potential, and marketing planning for adding new products to existing portfolios and start-up businesses. Prerequisite Course(s): Prerequisite: MRKT 620 |
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MRKT 775 | Consumer Behavior | 3 | School of Management |
Students will investigate the central role of consumer behavior theory to marketing practice in terms of the planning, development, and implementation of marketing strategies and programs. Consumer behavior theory will be explored using concepts from psychology, sociology, anthropology and economics in order to understand, predict, and influence consumer attitudes, preferences, and behavior. Students will have an opportunity to conduct a consumer research project, analyze results, and develop relevant marketing management recommendations. |
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MRKT 780 | Marketing Analytics for Managerial Decisions | 3 | School of Management |
This course will give students the right tools to stay relevant in the new age of marketing. The goal of this course is to provide students with the skills needed to make intelligent use of marketing data and analytics to make business recommendations and decisions. The course employs a combination of interactive lectures, case studies, and hands-on exercises to facilitate the application of analytical techniques to key marketing activities. Prerequisite Course(s): Prerequisites: MRKT 620 and QANT 501 |