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Course Criteria
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3.00 Credits
Today businesses compete in a global environment. As such, marketing managers must recognize the global nature of their markets and must develop the knowledge background, sensitivity, and skills required to successfully operate in this dynamic setting. This course examines the array of activities required to select, gain entry, and compete in a location other than the "home" country. Also examined is the influence that culture, environment, government regulation, and economic systems can have upon marketing mix decisions (product, price, promotion, distribution) related to localization, standardization, and local adaptation. Prerequisite: MKTG 310. Enrollment restricted. LEC
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3.00 Credits
This course prepares students for careers, which will entail managing businesses in the service sector. This sector includes accounting management consulting, engineering services, environmental services, health care, research, architectural, hotel and restaurant, charitable, and many others. It provides the foundation a student needs so that he or she can move beyond providing technical support to the client and towards managing and developing the business. For a marketing or management student, it provides the foundation they need to be able to find a job, hit the ground running, and advance in a marketing (management) position with companies in the service sector. Prerequisite: MKTG 310. Enrollment restricted. LEC
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3.00 Credits
This course examines how the power of today's digital technologies can be harnessed to enhance and deploy the marketing function. The course begins with an overview of the key forces shaping the digital environment. It then examines several topics that define and characterize marketing in this new environment. Illustrative topics include web business models, traffic driving strategies, one-to-one marketing, personalization, closed-loop marketing, online support, dynamic pricing, channel redesign, and m-commerce. Throughout, emphasis is placed on linking key concepts to best practices in the field. Prerequisite: MKTG 310. Enrollment restricted. LEC
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3.00 Credits
The primary objective of this course is to examine the concepts and tools required to effectively manage the pricing function. Both strategic and tactical aspects of pricing will be covered with a view to identify profit-boosting practices across a range of professional contexts - as product managers, business unit managers, management consultants, and entrepreneurs. Prerequisite: MKTG 310. Enrollment restricted. LEC
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3.00 Credits
The course is an experiential approach to promotional campaign development with an emphasis on promotional strategy as a single component of the total marketing strategy. Student teams work with actual businesses to address the business's individual marketing needs. Students conduct environmental and industry analysis and primary and secondary market research to identify target markets, develop a marketing strategy, promotional objectives, product positioning, brand development and ROI measures for a promotional strategy. Students then complete media planning, creative execution, and budgeting and present the project to the business. Prerequisite: MKTG 310 and at least two of the following three courses: MKTG 411, MKTG 415, or MKTG 435. Enrollment restricted. LEC
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3.00 Credits
This course offers a comprehensive introduction to the strategy and tactics of customer relationship management (CRM). Particular emphasis is given toward identifying the key strategic principles inherent in the customer-centric focus that underlies a successful CRM program. Topics include: fundamentals of CRM strategy, marketing metrics, customer profitability analysis, choice modeling, techniques for evaluating model performance and applications of CRM to marketing campaign management. Students will be instructed on how to implement the CRM techniques using various software tools and real-world data. (Same as SCM 425.) Prerequisite: MKTG 310; SCM 310 (formerly DSCI 310). Enrollment restricted. LEC
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1.00 - 5.00 Credits
Individual study of selected topics in marketing not otherwise available to the student. Topics selected to be determined by the special interests and objectives of the student in consultation with a faculty member who will supervise the readings and research. Prerequisite: SCM 310 (formerly DSCI 310), FIN 310, MGMT 310, and MKTG 310; 3.0 professional grade point average and approval of proposed plan of study by the instructor. Enrollment restricted. LEC
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2.00 Credits
No course description available.
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3.00 Credits
No course description available.
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3.00 Credits
No course description available.
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