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Course Criteria
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3.00 Credits
The objectives relate to effective marketing information management. Objectives include: (1) developing an understanding of the techniques and procedures that can be used to generate timely and relevant marketing information; (2) gaining experience in developing and analyzing information that is decision oriented; and (3) gaining experience in making recommendations and decisions based on relevant and timely information. Computer analysis and projects are employed.
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3.00 Credits
Why do consumers buy? How can marketing activities influence buyer behavior? Answers to these questions are key to marketing success & business fortune. In this course, we explore how to understand the heart & soul of consumers & examine the strategic implications of consumer psychology. Course participants conduct a market segmentation project that identifies & dissects various buyer groups within a chosen market.
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3.00 Credits
A brand’s identity has a substantial influence on an organization’s financial wealth. But brand identity is not simply the result of a great product or a creative ad. Utilizing many real examples, historic approaches, and current trends, this course explores how integrated marketing communications help build a brand identity that reverberates with consumers. Participants create an integrated marketing communications campaign. Prereq: BUSN 6560.
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3.00 Credits
Explores problems, practices and strategies involved in marketing goods and services in emerging markets. Emphasizes analysis of uncontrollable environmental forces, including cultures, government, legal, systems and economic conditions as they affect marketing planning. Prereq: BUSN 6560. Note: students cannot receive credit for both MKTG 6080 and INTB 6082. Cross-listed with INTB 6082.
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3.00 Credits
Involves the management of customer relationships to maximize customer service and its associated benefits at minimal cost. Includes services marketing concepts and techniques, IT applications, and software. Designed to acquaint students with practices and issues in state-of-the-art customer relationship management systems in an array of different types of organizations. The course initially focuses on the nature of customer relationship management (CRM) the interaction between strategic management planning, corporate culture and CRM. Other topics examined include successful models of CRM, managing the employee or CRM interface, marketing research, and CRM, and customer trust, loyalty, CRM customer service levels, customer service levels, customer profitability or metrics, selecting and integrating CRM software, CRM integration and timing of CRM roll-out. Prereq: BUSN 6560.
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3.00 Credits
Familiarizes students with key theories and practices regarding products. Successful development of a new product, or extending the life cycle of an existing product. Outlines and necessitates the understanding of product development, key concepts related to successful product management over the course of its life cycle including the way the product function adds synergy to other marketing activities and, in turn, benefits from them.
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3.00 Credits
Explores how the marketing function has irreversibly changed as a result of the internet and to lay out basic marketing strategies for successful online marketing.
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3.00 Credits
This course assesses numerous marketing and marketing related topics in the Chinese environment with the objective of helping the graduate student develop managerial and marketing expertise. In specific, the course pinpoints key developments in the Chinese business environment, develops expertise in conducting market opportunity analysis, assesses market entry conditions and strategies and applies marketing mix strategies in the context of the Chinese environment. Note: It is recommended for students to take BUSN 6560 or INTB 6000 prior to this course. Cross-listed with INTB 6094.
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3.00 Credits
In this course, students will examine the role and application of marketing processes in non-profit organizations, such as those addressing social issues and causes. Using case studies and projects, students will consider the non-profit sector’s multiple marketing objectives, which include aiming to change behavior, developing donor relationships, and creating partnerships with for-profit organizations. Students will consider these perspectives while applying marketing concepts such as segmentation, positioning, branding, and the marketing mix. Prereq: BUSN 6560.
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3.00 Credits
Performance measurement systems help companies monitor their progress and stay on track toward their stated goals and objectives. Some performance measures, such as financial or operations data, can be readily provided by internal information systems. In contrast, marketing performance measures depend upon the activities of skilled marketing researchers to gather external market-based information about the market, customers, and competitors. This hands-on course provides students with a tool-kit for gathering market performance metrics for companies of all sizes, for-profit and not-for-profit, manufacturers or service providers. The course also teaches students how to use tolls such as dashboards and scorecards to apply market-performance measures to the firm’s strategies and objectives.
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