Marketing Course Descriptions

MKTG 5115 – Marketing Management

This course offers a strategic and analytical approach to marketing decisions. Students will develop basic proficiency with key marketing concepts and skills including: identifying opportunities and threats in the market environment; forecasting market growth; evaluating customers and competitors; segmenting, targeting, and positioning; determining product, price, place and promotion components of marketing strategies; and assessing marketing performance.
Open to MBA students, others with permission. Not open to students who have passed or are currently enrolled in BADM 5182.

MKTG 5230 – New Product & Service Innovation Management

This course provides a framework and analytical tools for managing innovation based on best practices and research evidence. Students will learn how to enhance opportunities for innovation, how to identify ideas to pursue, how to integrate marketing and R&D in new product/service development, how to forecast sales, how to accelerate the new product process from design to commercialization, and how to make product investment decisions in both mature and emerging technologies under conditions of uncertainty. This course is directed at students preparing for positions in product management, product development and innovation, and consulting.
Prerequisite: MKTG 5115 or (MKTG 5181 AND MKTG 5182)

MKTG 5250 – Marketing Research & Intelligence

This course introduces students to methods and techniques used to gain customer and market insights through marketing research. Students will learn how to identify the most appropriate research techniques to answer particular marketing questions, how to design studies for maximum insight, and how to analyze and critically read results. Qualitative and quantitative approaches will be covered. This course is directed at students preparing for positions in marketing research, digital analytics, consulting, product and brand management, and product development and innovation.
Prerequisite:  MKTG 5115 or (MKTG 5181 AND MKTG 5182), AND OPIM 5103 or (BADM 5180 and 5181)

MKTG 5251 – Marketing and Digital Analytics

This course provides a framework for using website and social media analytics tools to support marketing decisions. Students will gain hands-on experience using basic and advanced analytical tools to analyze markets, gain insights from social media and respond in real time to online consumer behavior, forecast sales, profile and target customers, and develop pricing and promotion strategies. This course is directed at students preparing for positions in digital analytics, digital marketing, consulting, product and brand management, customer management, and integrated marketing communications.
Prerequisite:  (MKTG 5115 or (MKTG 5181 AND MKTG 5182), AND OPIM 5103 or (BADM 5180 and 5181)

MKTG 5625 – Marketing for Global Competitiveness

This course provides a dynamic approach to competitive marketing strategy in domestic and global markets. Students will learn how to analyze customers and competitors and how to conduct country and product portfolio analysis to develop effective strategies over the product life cycle and in different global markets. Strategies for market pioneers, late entrants, mature, and declining markets, as well as perspectives on the effects of cultural, political, economic, and institutional factors, are covered. This course is directed at students preparing for positions in global marketing strategy, consulting, and product and brand management. Prerequisite: MKTG 5115 or (MKTG 5181 AND MKTG 5182)

MKTG 5640 – Integrated Marketing Communications in the Digital Age

This course takes a strategic approach to the design, coordination, integration, and management of marketing communications. Students will develop an integrated marketing communications campaign using traditional, social, and mobile media with an emphasis on the competitive and strategic value of communications in the marketplace. This course is directed at students preparing for positions in integrated marketing communications, digital marketing, product and brand management, and customer management. Prerequisite: MKTG 5115 or (MKTG 5181 AND MKTG 5182)

MKTG 5650 – Strategic Brand Management

This course provides an advanced understanding of customer behavior to build, leverage, and enhance brand equity. Students will learn how to strategically position brands; build and leverage brand communities; measure brand assets and brand performance; and manage domestic and global brands and brand extensions. This course is directed at students preparing for positions in product and brand management, integrated marketing communications, digital marketing, and consulting. Prerequisite: MKTG 5115 or (MKTG 5181 AND MKTG 5182)

MKTG 5655 – Pricing and Revenue Management

This course focuses on the strategy and tactics of pricing, with an emphasis on revenue management. Students will learn how to develop dynamic pricing strategies that account for changing customer demand, differences across customer segments and markets, competitive pricing strategies, and the role of pricing in loyalty programs, managing product inventory, and price-quality relationships. Students use analytic tools to apply course concepts to revenue management. This course is directed at students preparing for positions in product and brand management, digital analytics, and consulting.
Prerequisite: Prerequisite: MKTG 5115 or (MKTG 5181 AND MKTG 5182)

MKTG 5665 – Digital Marketing

This course provides a framework for developing marketing strategies in digital environments. Students will learn how to develop integrated digital marketing management strategies in pursuit of long term marketing objectives. This course is directed at students preparing for positions in digital marketing, digital analytics, brand and customer management, integrated marketing communications, and consulting.  Prerequisite: MKTG 5115 or (MKTG 5181 AND MKTG 5182)

MKTG 5895 – Special Topics in Marketing

Faculty-student interaction on a one-to-one basis involving independent study of specific areas of marketing. Emphasis, selected by the student, may be on theoretical or applied aspects. A written report is required. Instructor Consent Required