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Course Criteria
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3.00 Credits
Marketing theory and critical thinking to support decision making; data analysis and advanced marketing models are employed with emphasis on building assessment skills. Primary topics are gathering primary and secondary data, questionnaire design, sampling, experimental design, data collection and data analysis. Students who are enrolled in the MS in Marketing program, but who have not completed MKT 8600 must request a registration override from the instructor to enroll in this course. Preq: MKT 8600 or consent of instructor.
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3.00 Credits
Advanced quantitative analytic methods and their use in translating facts into meaningful information. Provides practical understanding of several advance quantitative data analytic procedures including both predictive and interdependence techniques. Application to case analysis format to broaden analysis skills. Preq: MKT 8010 and MKT 8110.
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3.00 Credits
Consumer decision processes in the purchase, consumption and disposition of goods and services by both businesses and consumers. Topics include economic, sociocultural and psychological aspects of buying behavior; decision-making processes and buyer choice; individual and group level influences on consumer behavior; and implications of consumer behavior for marketers.
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3.00 Credits
Provides an overview of qualitative approaches to conducting marketing research. Theories and methodologies of qualitative research examined in the course include ethnography, case study, life narratives, document analysis, and interview methods. Application and assessment of qualitative approaches to marketing research problems and topics are addressed with course assignments, experiential exercises, and the final research project.
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3.00 Credits
Current research and practice in components of marketing management. In-depth discussion of marketing mix variables, segmentation, targeting and positioning, and budget-related issues. Preq: Enrollment in MS in Marketing.
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3.00 Credits
Current topics in marketing theory and research. Topics vary with developments in the marketing profession. May be repeated for a maximum of six credits, but only if different topics are covered. Preq: MKT 8600 or MKT 8650; or consent of instructor.
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1.00 Credits
Student development and participation in research. Application to a current business problem or development of new research. Formal presentation and written report are required. May be repeated for a maximum of nine credits. Preq: Enrollment in MS in Marketing and consent of graduate advisor.
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3.00 Credits
Current and classic perspectives on consumer behavior and research are covered in this seminar. Both social and cultural influences are considered, as well as individual influences on consumption activity. Topics include motivation, information processing, attention and perception, memory, affect, goal pursuit, self-regulation, and persuasion. Preq: Consent of instructor.
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3.00 Credits
Current research, consumer methods and managerial perspectives on consumer behavior are considered in this seminar. Also covered are important current issues in consumer research, including theory testing and consumer research methods, as well as managerial and policy related consumer research (e.g., pricing, product and brand decision making, and knowledge calibration. Preq: Consent of instructor.
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3.00 Credits
Seminar covers current research issues and developments in firm marketing strategy, including recent research regarding the role of marketing within an organization, market dynamics, sustainable competitive advantage, managing relations with the external environment, and marketing metrics. Preq: Consent of instructor.
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