Marketing

Students can choose from the following Marketing courses. To view a complete description of the course, simply select the course title or print a list of all Marketing course descriptions.


340 - Marketing (core requirement class)

This is the introductory marketing course designed to familiarize students with the practice of marketing in a modern business environment. It takes as its starting point students’ every-day observations of marketing activity (e.g., advertisements and retailing) and explains the network of activities and concepts that guide these programs. The course project provides an opportunity to demonstrate creativity by developing a marketing plan for a business of your choice. > More


341 - Marketing Seminar

Prerequisite: Business 340. This is an advanced level undergraduate and graduate seminar on contemporary marketing issues. The seminar is focused around impact of demographics, competition and globalization. It also will discuss a new framework called the 4 As of Marketing. There are two group and two individual projects. > More


342 - Market Intelligence - Making Data-Driven Decisions

Prerequisites: Business 340 and 350. This course will help you make better business decisions by giving you the tools to analyze marketplace data and to understand how statistics can be used to guide and inform corporate direction. While the course provides insight into how to actually conduct research, its focus is on providing the needed background for future managers who will be the ultimate users of the data, and who will determine the scope and direction of research conducted. Market intelligence is a particularly valuable skill set for students planning careers in marketing or strategic consulting, or as entrepreneurs, and is a fundamental function in industries such as consumer packaged goods, entertainment, financial services and sports management. > More


346 - Customer Behavior

Prerequisite: Business 340. Explores theories and concepts relevant to how businesses and consumers make buying decisions. More specifically, the course examines conceptual models of buying behavior, market segmentation typologies, the role of attitudes and motivation, and psychological explanations of customer satisfaction and loyalty. The student is encouraged to view the exchange process from the perspective of the customer. > More


347 - Product & Brand Management

Prerequisite: Business 340. Examines the contemporary challenges faced by a variety of firms involved in developing and introducing new products, formulating strategies for managing product lines, and building, leveraging and defending brands. Students work with data that are typically available to product and brand managers to achieve a real-world learning experience. > More


348 - Sales & Business Development

Prerequisite: Business 340. Examines sales force design, sales force management, channel design and conflict, and supply chain management. These issues are addressed for both industrial and consumer marketers. > More


349 - Special Topics in Marketing: Entertainment Media and Sports Marketing

Prerequisite: BUS 340. This course is intended to provide students with exposure to the various facets of and challenges faced by entertainment, media, and sports organizations. Students will also gain practical experience through the opportunity to address and solve actual business problems that entertainment, media, and sports organizations face. The class will provide students the opportunity to develop a plan to launch either a new entertainment, media, or sports related organization or a new entertainment, media, or sports related initiative within an existing organization. > More


440 - Non-Profit Marketing

Prerequisite: Business 340. This Marketing course is intended to provide students with exposure to the challenges that not for profit organizations face – some which are similar to those for profit businesses organizations face, and some which are unique to NPO organizations. The class will also provide students to work on projects for NPO organizations. > More


441 - Ideation (only counts as 4th course towards Marketing Area Depth)

Prerequisite: BUS 340 or instructor permission. Innovation lies at the heart of the new economy. Creative ideation fuels, supports and underlies the ability to innovate. In this groundbreaking course you will learn the tools and methods as well as the self-reflection necessary to become a revolutionary thinker in the idea-rich 21st century. You will discover how great ideas create and re-invent corporations and provide the stimulus to move them forward. You will acquire the capacity to derive the master idea behind a business’ potential for greatness and learn how to apply a thinking process to approaching and analyzing business situations. In so doing, you will identify and hone your creative skills and be able to use them more effectively in your professional as well as your personal lives. Joey Reiman, Founder and Chief Thinker of Brighthouse, the world’s first ideation corporation, teaches this course. > More


442 - Applied IMC

Prerequisite: Business 340. Integrated Marketing Communications (IMC) involves the strategic process of planning, developing executing, evaluating and controlling the use of various promotional mix elements to effectively communicate with target audiences. The goal of most of this communication is to encourage customers to become aware of a brand, develop a preference for it, and eventually purchase it. In this applied course, which is an integration of IMC and research-based consulting, your goal is to develop a strategic IMC campaign for a real client, The Coca Cola Company. As such, you will be exposed to a consulting process based on a research-based structured problem solving approach which will guide your efforts to develop actionable recommendations for your client. > More


443 - Customer Relationship Management

Prerequisite: Business 340. The purpose of the course is to provide the relevant frameworks, tools, and processes for more effective management of CRM tools and web-based analytics. The course will involve estimation of customer lifetime value, net-promoter scores, RFM analyses, and the evaluation of loyalty programs. Students will also be expected to run a search engine marketing campaign in Google, and conduct a variety of web-based testing techniques useful for site design and email campaigns. Discussions will focus on the management of web-enabled marketing phenomena such as blogging, social networks, and online auctions. The course is best suited for individuals who are targeting marketing management (whether brand, sales, or research and strategy) and general management positions, consultants, and entrepreneurs. > More


444 - Marketing Analytics Consultancy

This course is a second year field course for students specializing in marketing analytics or decision contexts (e.g., in consulting or finance) that involve similar problems. Prerequisites include successful completion of either BUS 442 Market Intelligence or BUS 443 Customer Relationship Management or the permission of the instructor. Students will work in teams for various firms and agencies on marketing analytic problems ranging from forecasting and trend analysis, ROI and competitive analyses and a variety of customer acquisition, retention, and evaluation scenarios. > More


446 - Integrated Marketing Communications

Prerequisite: Business 340. This course provides students with an understanding of the role of integrated marketing communications in the overall marketing program and its contribution to marketing strategy. The course objectives are threefold: 1) To help students gain an appreciation of what is required in managing the various aspects of marketing communications within organizations by understanding the communications mix including advertising, PR, Sales Promotions, Direct Marketing, Internet and Interactive Marketing and Sales Promotion; To enable students to examine and evaluate the artistic creativity and technical expertise required in marketing communications; and, 3) To help students gain firsthand skills in developing an integrated marketing communications campaign, including creative strategy and media planning, budgeting, campaign design and analysis. This course is also intended to make students more aware of the challenges and issues faced by marketers in the wake of radical changes in the marketing communications discipline and to provide students with a comprehensive set of theories, concepts and approaches to apply toward career endeavors. > More


449G - Marketing Strategy

Prerequisite: Business 340. The course introduces the managerial tools and processes for generating, communicating and implementing marketing strategies for a company, product or brand. This course focuses on competitive marketing strategy, marketing analysis and market planning within the context of global and international markets. It aims to enhance your skills in developing and implementing marketing strategies and decision making in international contexts. You implement marketing strategy in a simulated market environment (Markstrat), which serves as a continuing, evolving "case" in which course participants working in teams assume marketing management roles. The course entails themes of marketing analysis and planning, segmentation and product positioning, innovation, advertising, pricing, sales force allocation, channel decisions, and brand management. > More