Courses
MKTG 301
Role of marketing research in the firm and the research process. In-depth examination and application of the research process which includes formulation of research problems, research designs, sampling issues, data collection, and analysis.
MKTG 401
Managerial study of opportunities and challenges in marketing overseas; export/import operations, identification and selection of new markets, and designing marketing mixes to enter foreign markets. Course covers activities of small and medium sized firms and large multinationals.
MKTG 404
Blending theory, discussion, and application. Innovation management from an interdisciplinary perspective (marketing, organization, strategy). Topics include organizing for innovation, the new product development process from idea generation to concept testing, involving external parties, innovation portfolio management, and launch management. Topics will be discussed across a variety of industries and markets (consumer packaged goods, services, high-technology).
MKTG 451
Topics will be announced when offered.
MKTG 454
Topics will be announced when offered.
MKTG 303
Focuses on planning and evaluating advertising and other types of promotion strategies and executions. Specific topics include integrated marketing communications, strategic planning, creative brief, perspectives on consumer behavior and communication process, creative strategy, media planning and measuring effectiveness.
MKTG 403
Customer Relationship Management (CRM) Focuses on foundations and implementation of customer-centric marketing in companies. Creation and maintenance of customer data warehouses, customer lifetime value analysis, database marketing and statistical data analysis tools used in the implementation of customer relationship management programs.
MKTG 450
Topics will be announced when offered.
MKTG 453
Topics will be announced when offered.
MKTG 456
Topics will be announced when offered.
MKTG 302
Reviews major theories and empirical findings on consumer behavior; relates them to design and execution of effective marketing strategy. Individual decision making and consumer learning; external influences such as culture, social class, reference groups, family, and situational variables.
MKTG 402
Application of strategic marketing planning frameworks to analysis of marketing problems, dynamic study of marketing strategy with a market customer and competitor perspective. In depth examination of strategies for building new brands as well as extending and defending the equity in established brands.
MKTG 432
Responsibility of corporations including economic, social, environmental and ethical aspects. Effect of corporate responsibility on reputation and business outcomes from a stakeholder (e.g., consumers, employees, investors, etc.) perspective. Inclusive business models and shared value approach for sustainable business results.
MKTG 452
Topics will be announced when offered.
MKTG 455
Topics will be announced when offered.
