This course is designed to emphasize and teach the critical role of analysis in marketing decision-making. Drawing on concepts from economics, finance, and accounting, as well as best-practice marketing metrics, the course will present a series of metrics designed to guide marketers in formulating and evaluating key decisions. Students will also learn to evaluate and analyze marketing problems presented in the form of case analyses.
This course provides an opportunity for study of the behavior of buyers of business-to-business and consumer goods and services. Objectives include increasing the student’s understanding of buyers and their behavior and providing the student with experience in applying this knowledge in marketing management decisions. Topics such as life style analysis, organization, individual and family decision making, consumerism, behavioral models, attitude formation and change, information seeking, and market segmentation are explored using readings, projects and case materials.
Marketing research focuses on the generation of primary data to improve decisions. This course helps students determine when research should be conducted and on designing the appropriate means for gethering and interpreting informa- tion. The course examines a range of methods of data collection made possible and develops skills in converting data to useful information that will improve marketing efforts. The course uses client-based group projects, extensive hands-on assignments, and readings to develop con- ceptual, analytical and communication skills.
Marketing intelligence uses internal data on ongoing operations and customer activity, and external data about customers, the marketplace, competitors, industry, and the environment to develop greater insight into company and marketplace opportunities. This course focuses on the tools underlying customer equity management, customer relationship management, database and direct marketing approaches. Using projects, readings, and extensive hands- on assignments, students develop the ability to identify and evaluate data sources, apply analytic tools to better under- stand customer value and responsiveness, and target firm efforts to improve return on investment.
This course focuses on the development and implementation of integrated marketing communications. Students learn about the development of a brand-building communications plan that covers advertising, packaging, sales promotion, direct marketing, and public relations. The course combines theory and application exercises designed to provide experiences in developing a comprehensive integrated marketing communications plan.
This course analyzes the role of the salesperson/account representative in high level sales processes such as those associated with Key and Strategic Account Management. The course emphasizes quantitative and qualitative analysis of high-level selling issues, customers. perspectives, and the competitive nature of this sales environment. Major topics in this course include: 1) investigating customer requirements; 2) reaching key decision makers; 3) understanding key financial considerations related to large sales; 4) negotiations. Additionally, the course examines the interplay between sales and marketing as they relate to acquiring and managing these key accounts.
In the past, many sales leaders were viewed by other corporate executives as managers in a tactical arena only. However, in a globalized business world as more and more products and services move toward commoditization, a good sales force helps organizations attract and retain customers. In this course, students learn to manage the modern sales force as a key strategic tool in achieving the goals of the organization in an increasingly competitive market place. Through this course, students acquire the skill sets needed to develop strategic sales plans and lead the sales team in achieving strategic objectives.
Directed Readings in Marketing
1.0 TO 3.0
MBA 8145, consent of the instructor, good academic standing
Approval of department, successful completion of MBA 8145, and enrollment as either a marketing major or a marketing concentration in the MBA program
The course enables a student to participate in a marketing internship when the employer requires that credit be granted for internship participation. When the student satisfies the above requirements, he/she can apply to the department, during the normal registration period for the upcoming semester, by providing a written description of the proposed internship. The course is graded on a satisfactory/unsatisfactory basis.
This course provides an analysis of traditional and electronic relationships among the institutions comprising marketing channels. Emphasis is on the design and management of relationships among organizations that are linked together in a distribution system. Important aspects of channel relations are investigated: the roles of channel members, their use of technology and communication networks, and the use of power. Channel strategy issues involving retailing, wholesaling, logistics, and the Internet are analyzed in the context of developing effective systems to transmit things of value to points of consumption.
This is an introductory graduate-level course in business logistics designed to familiarize students with managerial decisions related to fundamental logistics functions including marketing channels, customer service, order management and information systems, inventory systems, transportation, and warehousing and network design and integration. Emphasis is placed on the application of marketing and state-of-the-art tools to analyze complex logistics systems, to reduce total logistics cost as well as supply lead time while maintaining predetermined customer service goals. The integration of logistics functions into supply chain processes is reviewed with a computerized simulation game.
This course focuses on strategy development for marketers whose customers include other businesses, the government, and institutions. It explores the buying behavior of organizations as customers and ways to segment the organizational market. In addition, the course highlights how the product development and management process for such customers differs from the processes used for consumer products and services. Other topics include channels of distribution strategy including electronic issues, supply chain management, price bidding, and new trends in personal selling and sales management. A portion of the course examines the application of e-commerce tools to improve marketing strategy with respect to buyer-seller relation- ships and market efficiency.
This course exposes students to the different socio-cultural, economic, and geopolitical environments that influence firms’ international and marketing activities and performance. Within this context, the course focuses on identifying world-wide marketing opportunities and formulating global product, pricing, distribution, and promotion strategies.
The objective of this course is to familiarize students with applications of planning techniques for new products. The course emphasizes the use of market research data and marketing models for new product development and management. The main topics covered in this course are idea generation, concept evaluation, optimal product design, test marketing, product positioning, market segmentation, market share estimation, product packaging, advertising testing, pricing, brand name selection, brand equity and global product planning.
This course offers a comprehensive understanding of the digital and social media marketing landscape including different platforms, media, tools, and metrics. Based on this understanding, students will learn how different marketing objectives of the organization such as customer management, branding, sales, PR, promotion, communication and so on can be accomplished through digital and social media marketing strategies for both business-to-consumer as well as business-to-business settings.
This course offers a comprehensive understanding of the digital and social media marketing landscape (including search engines, popular social media platforms, mobile phones etc.) with an emphasis on state-of-the-art analytical tools and metrics required to succeed in the digital marketing space. Based on this understanding, students will learn how to measure, track, monitor and hence improve, optimize and efficiently manage different marketing programs in digital and social media platforms.
Customer Relationship Management (CRM) is a comprehensive set of processes and technologies for managing the relation- ships with potential and current customers and business partners across marketing, sales, and services areas regard- less of the channel of distribution. This course focuses on the development and implementation of relationship market- ing strategies via the use of CRM initiatives. Topics covered in the course include: relationships marketing; operational, analytical, and collaborative CRM; reasons for CRM implementation failure; and the role of CRM in marketing management.
This course is designed to teach analytic techniques related to brand and customer management. Students will gain experience with state of the art techniques, such as the efficient allocation of marketing resources, new product management, effective branding strategy and customer engagement value, which includes customer lifetime value and customer referral value.
Direct and Database Marketing is a specialized form of Marketing where companies make extensive use of their databases to formulate customized marketing strategies so that they can market to each customer directly. Consistent with its rapidly increasing demand in contemporary marketing practices, this course is geared to make students well versed with theory, tools and applications related to Direct and Database marketing.
The objective of this course is to show the benefits of using a systematic and analytical approach to marketing decision-making, and to build skills and confidence in undertaking such analyses and decision making. An analytical approach will enable one to: (1) identify alternative marketing options and actions, (2) calibrate the opportunity costs associated with each option, and (3) choose one or more options that have the highest likelihood of achieving business goals. Completing this course will enable making the ROI case for marketing expenditures that companies are increasingly asking of their executives.
With over 75% of the U.S. GDP represented by companies engaged in the marketing of services such as financial, hospitality, retail, transportation, consulting, professional services, non-profit organizations, it is vital to understand how marketing in this sector is both complementary to and differentiated from product marketing. As such, this course looks at both the strategy and practice of understanding customer wants and needs; how the visibility of service creation affects customer satisfaction; how both business and individual customers judge satisfaction with service providers and how these are best reached through marketing communications and sales.
This course presents the role of marketing in the strategic planning process. The strategic business unit is the unit of analysis. The nature of competitive advantage is explored. A strategic market planning process model is developed. Competitive advantage is considered from both a competitor and a customer perspective. The course is designed to integrate course content from other marketing areas, such as product design, marketing research, marketing management, and distribution. The course includes a strategic marketing simulation which provides hands-on experience in the design and implementation of strategic marketing. Specific topics include the nature of competitive advantage, the strategic market planning process, identifying competitors, strategy relationships, sustaining competitive advantage, and segmenting strategy.
This course consists of supervised study and investigation of specific topics and problems in the field of marketing such as consumer behavior, organizational buying behavior, structural equation modeling, channels of distribution, and marketing models. It may be repeated for credit when topics vary.