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Marketing Courses (MKTG) Carroll School of Management


Subject Area Course # Course Title Semester Credit Hours Expand
MKTG 1021 Marketing Principles Fall/Spring 3
Course Description

Marketing is dynamic, changing, creative, challenging and plays a leading role in a firm's strategy and destiny. Intended for those planning a career in Marketing, or will do career activities requiring marketing—doing a business startup, designing new services, online/social media, retail. Marketing owns the customer relationship and defines market-driven strategy. You will learn three skill sets: Target Marketing Skills—segmenting and targeting within markets, Strategic Marketing Skills—positioning vis-à-vis competitors, and Marketing Management Skills—managing the design of products/services, pricing, message and media, distribution channels, and online search/social media.


Instructor(s): The Department

Prerequisites: None

Cross listed with:

Comments: This course is a prerequisite for all other marketing courses.

MKTG 1031 Marketing Principles—Honors Fall 3
Course Description

Marketing is dynamic, changing, creative, challenging and plays a leading role in a firm's strategy and destiny. Intended for those planning a career in Marketing, or will do career activities requiring marketing – doing a business startup, designing new services, online/social media, retail. Marketing owns the customer relationship and defines market-driven strategy. You will learn three skill sets: Target Marketing Skills – segmenting and targeting within markets, Strategic Marketing Skills – positioning vis-à-vis competitors, and Marketing Management Skills – managing the design of products/services, pricing, message and media, distribution channels, and online search/social media.


Instructor(s): Bradford Hudson

Prerequisites: None

Cross listed with:

Comments:

MKTG 2152 Consumer Behavior Fall 3
Course Description

This course integrates marketing theory with insights from other fields of study, including social psychology, cognitive psychology, evolutionary psychology, and behavioral neuroscience. It analyzes consumer processes such as perception, learning, attitude formation, and decision making. These variables are broadly relevant to marketing challenges, given that the success of products and brands depends on their appeal to consumers. Discussion topics range from art and aesthetics to crisis behavior to new product development.


Instructor(s): Henrik Hagtvedt

Prerequisites: MKTG1021 or MKTG1031

Cross listed with:

Comments:

MKTG 2153 Marketing Research Fall/Spring 3
Course Description

Marketing managers depend on the availability of timely and accurate market information to reduce their risk in decision making. The goal of this course is to provide students with a solid grounding in contemporary marketing research methods to enable them to recognize the need for research, to design and implement some research projects on their own, and to evaluate knowledgeably the research methods and results presented to them by others. Students will acquire a working knowledge of both qualitative and quantitative analysis methods and will apply these skills to a marketing research project.


Instructor(s): Linda Salisbury and Nailya Ordabayeva

Prerequisites: MKTG1021 or MKTG1031 and OPER1135 or Equivalent

Cross listed with:

Comments:

MKTG 3114 Special Topics: Strategic Pricing Management Fall 3
Course Description

This course teaches the key skills and theories for creating and managing pricing strategy for financial profitability. The course is practical and hands-on. It examines pricing practices used by many companies in business-to-business and business-to-consumer markets, services, and wholesaling and retailing. You will learn which costs are relevant for pricing, financial analysis for pricing decisions, value-based pricing, managing price competition, customer management of pricing, negotiated pricing, segmentation pricing, buyer psychology of pricing, and pricing research methods.


Instructor(s): Gerald Smith

Prerequisites: Must have successfully completed MKTG1021 and Must have successfully completed ACCT1021 and Must have successfully completed ACCT1022

Cross listed with:

Comments:

MKTG 3148 Services Marketing Spring 3
Course Description

The service sector of the economy is twice as large as the manufacturing sector. Service organizations differ from manufacturing businesses in many important respects and require a distinctive approach to marketing strategy development and execution. Some service businesses to be studied include TV and radio stations, hospitals and HMOs, hotels, theaters, music groups, and airlines. Service providers include accountants, lawyers, doctors, and dentists.


Instructor(s): Maria Sannella

Prerequisites: MKTG1021 or MKTG1031

Cross listed with:

Comments:

MKTG 3153 Retailing Spring 3
Course Description

This class focuses on the necessary concepts and principles of retailing involved in making retail and wholesale decisions. The course looks at retailing from both a consumer perspective (e.g., why does a consumer shop a particular retail outlet?) and a business-to-business perspective (e.g., how does the retailer decide which supplier to use?). Additionally, the course examines the various methods of retailing (e.g., bricks and mortar, bricks and clicks) and how these methods have evolved and will evolve in the future.


Instructor(s): Kathleen Seiders

Prerequisites: MKTG1021

Cross listed with:

Comments:

MKTG 3154 Integrated Marketing Communications Fall/Spring 3
Course Description

This course concerns the communication function in marketing. It is designed to introduce students to integrated marketing communications (IMC). It aims at relating the elements of the marketing mix (4P’s) to the various aspects of the communications that take place between the firm and its customers. The course builds on a base of strategic marketing planning and consumer behavior and then proceeds to examine the role of the promotional mix (e.g., advertising, direct marketing, sales promotion, Internet and interactive marketing, publicity and public relations) in developing integrated marketing communications programs and helping organizations meet strategic marketing objectives.


Instructor(s): Gergana Nenkov and Jean Mojo

Prerequisites: MKTG1021 or MKTG1031

Cross listed with:

Comments:

MKTG 3156 Special Topics:Launching Digital Marketing Spring/Fall 3
Course Description

Today's most successful companies interest and engage customers like never before by orchestrating a symphony of innovative digital marketing instruments. The transformation of the marketplace has forced businesses to adapt quickly and frequently to a dynamic digital environment. In this course you'll learn how the best companies leverage new tools and integrated strategies including lean startup & MVP, inbound and outbound marketing, omnichannel earned/owned/paid media, crowdsourcing, social media, mobile and demand generation via automated platforms to build new products, delight their customers, and launch successful new companies and brands.


Instructor(s): Therese Byrne

Prerequisites: MKTG1021 or MKTG1031

Cross listed with:

Comments:

MKTG 3157 Professional Selling and Sales Management Fall 3
Course Description

Two fundamentals of business: someone must get the goods and services out the door, and someone must get the cash to come in the door. Sales is the function that does the latter. It, and its management, will be covered in this course. We will study the art of persuasion, modern day Rhetoric in actual practice. The discipline will be addressed biologically. We will dissect real industry practitioners when they visit class, and actual sales calls in the field as a research paper. Upon course completion, students will have a complete understanding of both the selling and sales management process.


Instructor(s): Jack Falvey and John Westman

Prerequisites: MKTG1021 or MKTG1031

Cross listed with:

Comments:

MKTG 3158 Product Planning and Strategy Fall 3
Course Description

With the growing concern over the success rate of new products, an intense effort is being employed by marketers to establish more effective new product development and management strategies. Using lectures and case studies, this course will focus on the process of conceiving new products, developing an effective organization, and designing and implementing effective marketing strategies and policies over the course of the product life cycle. Class material will provide the student with insight into new product development across a wide variety of industries.


Instructor(s): Robert Ristagno

Prerequisites: MKTG1021 or MKTG1031

Cross listed with:

Comments:

MKTG 3161 Customer Relationship Management Spring 3
Course Description

A fundamental shift has occurred in marketing from managing and marketing products to understanding and managing customers. This necessitates an understanding of the customer management process and the ability to develop and grow profitable customer relationships. In this course, students will learn the critical tools needed for successful customer management. It teaches strategic and analytic skills relating to customer selection and acquisition, customer management, customer retention, and customer lifetime value. As firms seek to make their marketing investments financially accountable, it also provides students with an understanding of the link between marketing and finance.


Instructor(s): Kay Lemon

Prerequisites: MKTG1021 or MKTG1031, and MKTG2153 or Strong Statistical Coursework with permission of instructor

Cross listed with: ISYS3161 OPER3161

Comments:

MKTG 3165 Strategic Brand Management Spring 3
Course Description

This course teaches students fundamental and leading-edge concepts in brand management. Students learn to develop and articulate brand strategy, how to give strategic brand direction, and how to measure strategic brand progress. They learn how to manage key relationships and functions that surround the brand, e.g., advertising, promotion, public relations, licensing, and product and package design agencies. A capable brand manager has exceptional strategic, quantitative, interpersonal, and presentation skills and must be comfortable with decision-making and leadership. The course will focus on the development and application of these skills in brand management via in-class learning, case discussion, and project work.


Instructor(s): John Fisher

Prerequisites: MKTG1021 or MKTG1031

Cross listed with:

Comments:

MKTG 3168 International Marketing Spring 3
Course Description

As more and more firms expand their marketing efforts into global markets, it is increasingly important for them to develop skills in the evaluation of the risks and opportunities based on a genuine knowledge of foreign cultures and business practices. The international marketer needs to understand how the people in different countries respond to marketing efforts. The main objective of this course is to provide students with a basic understanding of the international marketing environment and the critical elements involved in entering and competing effectively in selected foreign markets.


Instructor(s): Audrey Azoulay-Sadka

Prerequisites: MKTG1021 or MKTG1031

Cross listed with:

Comments:

MKTG 3170 Entrepreneurial Marketing in a Digital World Fall 3
Course Description

Charting a Go-to-Market strategy is core to the launch of any new business. This course introduces students to a sequence of processes needed to move from the idea for a new business through the launch of that business. Students will work in teams on a real-world problem and formulate potential ideas, analyze the market and competition, research and evaluate potential customer segments, define a compelling value proposition, design a go-to-market model, and create a pitch to potential investors with their go-to-market strategies.


Instructor(s): Bridget Akinc

Prerequisites: MKTG1021 or MKTG1031, and MFIN 1021, and ACCT 1021, and ACCT 1022

Cross listed with:

Comments:

MKTG 3172 Marketing Ethics and Creative Thinking Spring 3
Course Description

This course is designed to assist future marketing practitioners with the development of their ethical decision-making skills and the application of creative thinking in the formulation of alternative courses of action in difficult ethical situations. In the ethics area, the course begins by reviewing the traditional foundations of ethical reasoning followed by more intensive study of selected current theories and relevant readings in the areas of business and marketing ethics. Against this background, the course focuses on cases and readings involving ethical problems in marketing.


Instructor(s): Maria Sannella

Prerequisites: MKTG1021 or MKTG1031

Cross listed with:

Comments:

MKTG 3174 Special Topics: Social Change Marketing Spring 3
Course Description

Business leaders are increasingly being called upon to co-create business and social value. This requires marketers to look beyond traditional approaches to identify opportunities to promote social good. In this course students will develop a keen understanding of how marketing can effect social change. It will examine a variety of social causes and cover programs implemented by both for-profit and non-profit organizations. The course will also explore analytical concepts and techniques relevant for evaluating these programs. Through lectures and case discussions we will examine best practices in the areas of social marketing, cause-related marketing and corporate social responsibility.


Instructor(s): Sohel Karim

Prerequisites: MKTG1021 or MKTG1031

Cross listed with:

Comments:

MKTG 3175 Special Topics: Marketing Practicum Fall/Spring 2
Course Description

This course is designed for students who have already secured an internship in marketing. Students will synthesize, integrate, and apply practical skills, knowledge and training acquired through their internship. They will gain experience in a professional marketing environment by observing and interfacing with professionals in the field. Students will work under the supervision of their professor and their intern supervisor. The final deliverable for course credit will be an evaluated presentation. This course does not count as a marketing elective in the marketing concentration.


Instructor(s): Bridget Akinc and Audrey Azoulay-Sadka

Prerequisites: MKTG1021 or MKTG1031

Cross listed with:

Comments: Permission of instructor required prior to registration. Class is limited to 19 students.

MKTG 3176 Special Topics:Marketing Planning Fall/Spring 3
Course Description

Most important decisions made by marketing executives involve aspects of strategic marketing planning. In this course students will learn key aspects of marketing planning and marketing strategy development and execution. They will be required to develop and implement a marketing plan for a large business enterprise, which will include: 1) establishing objectives based on anticipated environmental conditions and existing organizational constraints, 2) conducting critical analysis to determine appropriate strategic directions, and 3) developing a marketing strategy to achieve these objectives. Students will study successful marketing plan implementations through specific case studies and lecture. Class is limited to 19 students.


Instructor(s): Maria Sannella

Prerequisites: MKTG1021 or MKTG1031, and MKTG2153

Cross listed with:

Comments:

MKTG 3177 Special Topics: Craft Publishable Behavioral Sciences Fall 3
Course Description

This course includes a hands-on exercise in writing a paper for publication on a behavioral science, management, or marketing-related topic. Hands-on is the guiding principle in the course. You will learn how to formulate a publishable issue, state a relevant theory, search and find relevant literature to read and cite, gather appropriate data, analyze data, visualize findings, write concisely, edit/revise your paper, submit your paper to a journal/book editor, and revise your paper as requested by the editor. You will gain hands-on experience as well as actually submitting a paper for publication by week twelve of the course.


Instructor(s): Arch Woodside

Prerequisites: None

Cross listed with:

Comments:

MKTG 3205 TechTrek West -Undergrad Spring 3
Course Description

TechTrek West is a 3-credit, field-study course combining class work the weeks prior to and one week after spring break with a week-long field-study to Silicon Valley. During spring break, students will travel to Silicon Valley to meet with senior executives, entrepreneurs, and venture capitalists in technology industry firms. While focusing on the tech industry, TechTrek is designed to appeal to all majors. Course work and visits will have a managerial focus, highlighting executive, marketing, finance, operations, and R&D functions.


Instructor(s): John Gallaugher

Prerequisites: Permission of instructor

Cross listed with: ISYS3205

Comments: Enrollment is limited. Admission is competitive, and participation requires the additional cost of travel. Interested students should contact the instructor for application details.

MKTG 3253 Digital Commerce Fall 3
Course Description

Electronic commerce lies at the forefront of modern marketing and strategic management, altering the competitive landscape for large and small corporations alike. The Internet and new media are reshaping industries, creating new opportunities, and challenging existing commercial models and relationships. Managers will need to understand the underpinnings of electronic commerce in order to make informed decisions about the future their firms and industries. Using a managerial perspective, this course focuses on key issues related to e-commerce industry, including strategy development, competitive advantage, current and emerging technologies, pricing, distribution channels, promotion, and advertising.


Instructor(s): Mary Cronin

Prerequisites: None

Cross listed with: ISYS3253 OPER3253

Comments:

MKTG 3258 Advanced Market Analysis Spring 3
Course Description

This course provides students with skills in configural thinking in examining alternative routes (causal recipes) to high-value outcomes such as marketing decisions to raise or lower price, and segmenting groups of consumers (e.g., who engages in frequent road rage, or profiling heavy gamblers in product and brand consumption). The software package, fsQCA (fuzzy set Qualitative Comparative Analysis) indicates configurations of among subsets of independent variables that result in high scores for a relevant outcome. Students work in-class on data analysis exercises to provide hands-on skills in using fsQCA. The method is useful for small and large datasets.


Instructor(s): Arch Woodside

Prerequisites: ECON 1151, SOCY 2200, MKTG 1021

Cross listed with:

Comments:

MKTG 4256 Applied Marketing Management Fall/Spring 3
Course Description

This integrating course emphasizes the importance of strategy formulation as the basis for sound marketing management and decision making. The course stresses the application of marketing concepts and principles through case analysis and class discussion of cases, problems, and current marketing readings. Attention is placed on identifying and evaluating marketing strategies and problems and developing explicit recommendations for action.


Instructor(s): Kathleen Seiders and Bradford Hudson

Prerequisites: MKTG1021 or MKTG1031, and MKTG2153

Cross listed with:

Comments:

MKTG 4901 Readings&Research Fall/Spring 3
Course Description

Focused reading and research under the direction of a faculty member.


Instructor(s):

Prerequisites: None

Cross listed with:

Comments:

MKTG 4911 Independent Study Fall/Spring 3
Course Description

Investigation of a topic under the direction of a faculty member.


Instructor(s):

Prerequisites: None

Cross listed with:

Comments:

MKTG 4921 Advanced Independent Research Fall/Spring 3
Course Description

Investigation of a topic under the direction of a faculty member. Student develops a paper with publication potential.


Instructor(s):

Prerequisites: None

Cross listed with:

Comments:

MKTG 6157 Professional Selling and Sales Management Fall 3
Course Description

Two fundamentals of business: someone must get the goods and services out the door, and someone must get the cash to come in the door. Sales is the function that does the latter. It, and its management, will be covered in this course. We will study the art of persuasion, modern day Rhetoric in actual practice. The discipline will be addressed biologically. We will dissect real industry practitioners when they visit class, and actual sales calls in the field as a research paper. Upon course completion, students will have a complete understanding of both the selling and sales management process.


Instructor(s): Jack Falvey

Prerequisites: MKTG1021 or MKTG1031

Cross listed with:

Comments:

MKTG 6177 Craft Publishable Behavioral Science Fall/Spring 3
Course Description

This course includes a hands-on exercise in writing a paper for publication on a behavioral science, management, or marketing-related topic. Hands-on is the guiding principle in the course. You will learn how to formulate a publishable issue, state a relevant theory, search and find relevant literature to read and cite, gather appropriate data, analyze data, visualize findings, write concisely, edit/revise your paper, submit your paper to a journal/book editor, and revise your paper as requested by the editor. You will gain hands-on experience as well as actually submitting a paper for publication by week twelve of the course.


Instructor(s):

Prerequisites: None

Cross listed with:

Comments:

MKTG 6610 Special Topics: Sports Marketing Fall 3
Course Description

The goal of this course is to provide an understanding of the business practices of the sports industry. Taking a practical approach, students will be asked to create business solutions for sports organizations. The attributes and failures of real examples will be discussed. Students will be expected to take the experience and apply it to creating specific campaigns, programs, and overall marketing plans for a specific sports application. Relationship architecture principles will be discussed at length and expected to be incorporated into the final project.


Instructor(s): Mark Lev

Prerequisites: MKTG1021, MKTG1031, MKTG7700 or MKTG7720

Cross listed with:

Comments:

MKTG 6620 Marketing Information Analytics Spring 3
Course Description

Firms rely increasingly on vast amounts of data to inform marketing decisions. Coming from many sources, the data offer a myriad of opportunities for analysis, insight, experimentation, intervention and innovation. In this course, students will develop key skill sets at the intersection of Marketing and IT that will equip them for positions such as marketing analyst, database marketer, market analytics specialist, ecommerce strategist, social media specialist or media planner. Students will engage in hands-on statistical analysis of real company and customer data, and use the insights to develop marketing strategies and to measure the success of marketing strategies.


Instructor(s): Alexander Bleier

Prerequisites: MKTG1021, MKTG1031, MKTG7700, or MKTG7720, and MKTG2153 or MKTG 8001

Cross listed with: ISYS6620

Comments:

MKTG 6621 Social Media and Digital Business Fall/Spring 3
Course Description

The past few years have witnessed the rapid rise of a new type of information technology, commonly known as Web 2.0 or social media and typified by such sites as Facebook, Wikipedia, and Twitter. These new tools both present immense opportunities and pose considerable threats for businesses of all kinds companies. This course explores the major social media tools in-depth and the characteristics that are associated with their effective use. We will also explore how social media is affecting the social landscape and potential business strategies that are enabled and necessitated by these tools.


Instructor(s): Gerald Kane

Prerequisites: None

Cross listed with: ISYS6621

Comments:

MKTG 6630 Special Topics: Tourism and Hospitality Management Spring 3
Course Description

This course provides students with a basic understanding of the various decisions, processes, metrics, and outcomes relating to managing tourism and hospitality services and enterprises. Uses case discussions, lectures, and group projects to enable students to make rational and logical marketing decisions in tourism and hospitality management.


Instructor(s): Arch Woodside

Prerequisites: MKTG1021, MKTG1031, MKTG7700, or MKTG7720

Cross listed with:

Comments:

MKTG 6635 New Media Industries Spring 3
Course Description

This course is designed to introduce the changing business models of new media (video game, music, movies, print, advertising, and television) industries. This is achieved by examining in detail the technology enablers and disruptive forces in both the U.S. and worldwide, consumer behaviors and attitudes, and legal and regulatory concerns. A special emphasis will also be placed on media companies whose business models have been heavily influenced or altered by digital distribution.


Instructor(s): Paul-Jon McNealy

Prerequisites: None

Cross listed with: ISYS6635

Comments:

MKTG 6640 Analytics and Business Intelligence Spring/Fall 3
Course Description

Modern systems generate massive volumes of data; organizations everywhere struggle to aggregate, analyze, and monetize this growing deluge. Business Analytics combines statistical and quantitative analysis with explanatory and predictive modeling. Managers now must explore patterns, predict future trends, and develop data-driven decisions. This course provides students with a pragmatic familiarity with the capabilities and limitations of emerging analytics techniques, an introduction to the R statistical computing language, an overview of methods and tools, and a core understanding required to be an intelligent manager, designer, and consumer of analytics models. Section numbers 1 and 2 of this course (when offered) will be delivered on-campus and section numbers 11 and 12 (when offered) will be delivered online. Please see http://bit.ly/CSOM1 for details about online sections.


Instructor(s): Sam Ransbotham

Prerequisites: None

Cross listed with: ISYS6640

Comments: Students who have taken ISYS 7730 may not enroll in this course.

MKTG 7700 Marketing Operations Management Fall/Spring 3
Course Description

This course focuses on the managerial skills, tools, and concepts required to produce a mutually satisfying exchange between consumers and providers of goods, services, and ideas. The material is presented in a three-part sequence. Part one deals with understanding the marketplace. Part two deals with the individual parts of the marketing program such as pricing, promotion, product decisions, and distribution. Part three of the course deals with overall strategy formulation and control of the marketing function. Students in this course will come to understand the critical links between marketing and the other functional areas of management.


Instructor(s): The Department

Prerequisites: None

Cross listed with:

Comments:

MKTG 7720 Marketing Fall 2
Course Description

This course focuses on the managerial skills, tools, and concepts required to produce a mutually satisfying exchange between consumers and providers of goods, services, and ideas. The material is presented in a three-part sequence. Part one deals with understanding the marketplace. Part two deals with the individual parts of the marketing program such as pricing, promotion, product decisions, and distribution. Part three of the course deals with overall strategy formulation and control of the marketing function. Students in this course will come to understand the critical links between marketing and the other functional areas of management.


Instructor(s): Gerald Smith

Prerequisites: None

Cross listed with:

Comments:

MKTG 8001 Marketing Research Fall/Spring 2
Course Description

The current business environment rewards companies that respond to consumer demand faster than their competitors, and marketing research is a key route for companies to learn about their target markets. This course seeks to make you both a smarter producer and consumer of marketing research. Topics covered include formulating project-based research questions, the major styles of marketing research, and fundamental research design such as measurement theory and sampling. SPSS and data analysis are covered from a managerial perspective, and you will learn how to conduct and interpret common forms of data analysis seen in marketing research reports.


Instructor(s): Adam Brasel and Paul Berger

Prerequisites: MKTG7700 or MKTG7720

Cross listed with:

Comments:

MKTG 8003 Product Planning and Strategy Spring 3
Course Description

This course focuses on the challenge of creating and launching new products and services. It is particularly appropriate for those who are interested in becoming a Product Manager within a larger company, or in starting their own business at some point. The course is built on the concept of learning by doing, as small student teams go through the full process of coming up with their own new product or service ideas, evaluating them, doing market research, and developing launch plans. We also assess a number of current new product ideas, analyze cases from a range of industries, and have one or two outside speakers. There is a heavy emphasis on discussion and practicality.


Instructor(s): James Bright

Prerequisites: MKTG7700 or MKTG7720

Cross listed with:

Comments:

MKTG 8004 Consumer Behavior Fall 3
Course Description

This course integrates marketing theory with insights from other fields of study, including social psychology, cognitive psychology, evolutionary psychology, and behavioral neuroscience. It analyzes consumer processes such as perception, learning, attitude formation, and decision making. These variables are broadly relevant to marketing challenges, given that the success of products and brands depends on their appeal to consumers. Discussion topics range from art and aesthetics to crisis behavior to new product development.


Instructor(s): Henrik Hagtvedt

Prerequisites: MKTG7700 or MKTG7720

Cross listed with:

Comments:

MKTG 8005 Marketing Strategy Fall 3
Course Description

This course builds on the core marketing course and integrates the various aspects of marketing to explore strategic marketing issues. Extensive case analysis and financial and analytical tools are used to examine marketing growth strategies, target market strategies, external factors, marketing program development, the marketing organization, and implementation of marketing strategy. Students learn to formulate marketing strategies and estimate the financial and marketing outcomes of implementing such strategies. Quantitative methods, including finance and accounting tools, will be used throughout the course.


Instructor(s): Audrey Azoulay-Sadka

Prerequisites: MKTG7700 or MKTG7720 and one other marketing elective

Cross listed with:

Comments:

MKTG 8007 International Marketing Management Spring 3
Course Description

Provides students with a basic understanding of the various components of marketing in a global environment and their interrelationships. Uses case discussions, lectures, and group projects to enable students to make rational and logical marketing decisions in the international marketplace.


Instructor(s): Audrey Azoulay-Sadka

Prerequisites: MKTG7700 or MKTG7720

Cross listed with:

Comments:

MKTG 8008 Integrated Marketing Communications Fall 3
Course Description

This course concerns the communication function in marketing. It is designed to introduce students to integrated marketing communications (IMC). It aims at relating the elements of the marketing mix (4P’s) to the various aspects of the communications that take place between the firm and its customers. The course builds on a base of strategic marketing planning and consumer behavior and then proceeds to examine the role of the promotional mix (e.g., advertising, direct marketing, sales promotion, Internet and interactive marketing, publicity and public relations) in developing integrated marketing communications programs and helping organizations meet strategic marketing objectives.


Instructor(s): Gergana Nenkov

Prerequisites: MKTG7700 or MKTG7720

Cross listed with:

Comments:

MKTG 8010 Business to Business Marketing Summer 3
Course Description

This course provides an in-depth understanding of the unique aspects of marketing in a business-to-business environment. Its focus centers on the importance of linking customer needs to the development of high value products and services throughout the value chain in a global, electronic environment. The course examines the scope and challenges of business-to-business markets, including building and managing customer relationships and services, buying behavior, distribution channels, marketing research, managing R&D and technical product development, managing the sales process and sales force support, new-product launch, positioning and pricing.


Instructor(s): John Teopaco and Jon Kerbs

Prerequisites: MKTG7700 or MKTG7720

Cross listed with:

Comments:

MKTG 8011 Customer Relationship Management Fall 3
Course Description

A fundamental shift has occurred in marketing from managing and marketing products to understanding and managing customers. This necessitates an understanding of the customer management process and the ability to develop and grow profitable customer relationships. In this course, students will learn the critical tools needed for successful customer management. It teaches strategic and analytic skills relating to customer selection and acquisition, customer management, customer retention, and customer lifetime value. As firms seek to make their marketing investments financially accountable, it also provides students with an understanding of the link between marketing and finance.


Instructor(s): Kay Lemon

Prerequisites: MKTG7700 or MKTG7720 and MKTG8001 or Strong Statistical Coursework with permission of instructor

Cross listed with: ISYS8011 OPER8011

Comments:

MKTG 8013 Services Marketing Spring 3
Course Description

This course will concentrate on the customer—from identifying viable customer segments, targeting specific niches or groups of customers, developing marketing programs to satisfy their needs, providing them with superior service, and assessing the firm's effectiveness in terms of customer attraction and loyalty. This course will focus on marketing tools, techniques, and strategies necessary for managing service institutions as well as the strategic use of market information.


Instructor(s): Linda Salisbury

Prerequisites: MKTG7700 or MKTG7720.

Cross listed with:

Comments:

MKTG 8014 Pricing Policy and Strategy Fall/Spring 3
Course Description

This course explores pricing strategy and shows how pricing can be managed to achieve profitability. The course is practical and hands-on. It examines current pricing practices used by many companies, and shows how they lead to distortions and problems. It suggests strategic principles that lead to more profitable pricing decisions, including methods for financial analysis that focus on pricing profitability. Other topics include value-based pricing, managing price competition, segmenting markets based on price sensitivity, segmentation pricing strategies, buyer psychology of pricing, and research methods for assessing price sensitivity.


Instructor(s): The Department

Prerequisites: MKTG7700 or MKTG7720, and ACCT7701 or ACCT7703

Cross listed with:

Comments:

MKTG 8015 Strategic Brand Management Fall/Spring 2
Course Description

This course teaches students fundamental and leading-edge concepts in brand management. Students learn to develop and articulate brand strategy, how to give strategic brand direction, and how to measure strategic brand progress. They learn how to manage key relationships and functions that surround the brand, e.g., advertising, promotion, public relations, licensing, and product and package design agencies. A capable brand manager has exceptional strategic, quantitative, interpersonal, and presentation skills and must be comfortable with decision-making and leadership. The course will focus on the development and application of these skills in brand management via in-class learning, case discussion, and project work.


Instructor(s): John Fisher

Prerequisites: MKTG7700 or MKTG7720

Cross listed with:

Comments:

MKTG 8017 Special Topics:Digital Marketing Fall 3
Course Description

Today's most successful companies interest and engage customers like never before by orchestrating a symphony of innovative digital marketing instruments in conjunction with their traditional tactics. The transformation of the marketplace has forced businesses to adapt quickly and frequently to a changing environment. In this course you'll learn how the best companies leverage new tools and strategies like crowd-sourcing, paid/owned/earned media, social channels, email, and search to build world-class brands, delight their consumers, and leave the competition asking what just happened?


Instructor(s): The Department

Prerequisites: MKTG7700 or MKTG7720

Cross listed with:

Comments:

MKTG 8018 Organizational Structure for Data Driven Insights Fall/Spring 3
Course Description

Despite the proliferation of data and analytics in businesses, organizations fail to realize the full potential of big data. In order for an organization to become data-driven, the organizational design, organizational structure, and managerial systems need to support such a culture. The course is organized in four modules. The first module will discuss major organizational design decisions based on challenges created by big data. The second module will focus on decision making systems that integrate data analytics. Effective team design will be the core topic of the third module. The fourth and final model will focus on mechanisms to establish a data-driven organizational culture.


Instructor(s): Zeynep Aksehirli

Prerequisites: MKTG7700 or MKTG7720

Cross listed with:

Comments:

MKTG 8053 Digital Commerce Spring 3
Course Description

This course provides a management perspective on Digital Commerce technologies, competitive strategies and emerging trends. Students will learn the key aspects of internet and wireless technology that drove the proliferation of dot.com start ups, innovative digital business models, Hype Cycles, industry disruption, and global growth. We will analyze best practices in online retail and discuss today's privacy, regulatory and digital security challenges as global digital commerce migrates to smartphones and the Internet of Things. Digital Commerce is a hybrid course. It will be divided about 50/50 between online, self-paced modules and in person class sessions in Fulton 310 (with one real-time webinar). Students must participate in all the real time class meetings, which will take place on the following dates: Feb 6, Feb 27, Mar 20, Apr 10, Apr 24, and May 8.


Instructor(s): Mary Cronin

Prerequisites: None

Cross listed with: OPER8053 ISYS8053

Comments:

MKTG 8258 Advanced Market Analysis Fall/Spring 3
Course Description

This course provides students with skills in configural thinking in examining alternative routes (causal recipes)to high-value outcomes such as marketing decisions to raise or lower price, and segmenting groups of consumers (e.g., who engages in frequent road rage, or profiling heavy gamblers in product and brand consumption). The software package, fsQCA (fuzzy set Qualitative Comparative Analysis) indicates configurations of among subsets of independent variables that result in high scores for a relevant outcome. Students work in-class on data analysis exercises to provide hands-on skills in using fsQCA. The method is useful for small and large data sets.


Instructor(s): Arch Woodside

Prerequisites: None

Cross listed with:

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MKTG 8497 Independent Study Fall/Spring 3
Course Description

Investigation of a topic under the direction of a faculty member.


Instructor(s):

Prerequisites: None

Cross listed with:

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MKTG 8499 Directed Readings Fall/Spring/Summer 3
Course Description

Extensive reading under the direction of a faculty member.


Instructor(s): The Department

Prerequisites: None

Cross listed with:

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MKTG 8620 Marketing Info Analytics Spring 3
Course Description

Firms rely increasingly on vast amounts of data to inform marketing decisions. Coming from many sources, the data offer a myriad of opportunities for analysis, insight, experimentation, intervention and innovation. In this course, students will develop key skill sets at the intersection of Marketing and IT that will equip them for positions such as marketing analyst, database marketer, market analytics specialist, ecommerce strategist, social media specialist or media planner. Students will engage in hands-on statistical analysis of real company and customer data, and use the insights to develop marketing strategies and to measure the success of marketing strategies.


Instructor(s): Alexander Bleier

Prerequisites: Must have successfully completed MKTG7700

Cross listed with:

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