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MBA Marketing Courses
BUSI 650 Marketing Management
This course is an overview of
decisions marketing managers make to
create and maintain enduring
customer-based equity. These
decisions involve identifying marketing
opportunities, selecting customer
targets, effectively positioning
products and services, and implementing
competitive marketing support programs.
Students will learn marketing
decision-making models and how to apply
them. (formerly BMGT 650)
BUMK 701 Marketing Research Methods
The course describes the process of
acquiring, classifying and interpreting
primary and secondary marketing data
needed for intelligent, profitable
marketing decisions. It evaluates the
appropriateness of alternative
methodologies, such as the inductive,
deductive, survey, observational, and
experimental. It also covers recent
developments in the systematic recording
and use of internal and external data
needed for marketing decisions.
(formerly BMGT 752)
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BUMK 706 Marketing
Analysis
Introduction to modeling tools used
to support marketing analysis and
decision making. Applications in
strategic marketing, marketing
segmentation, new product development,
sales promotion analysis, pricing,
design of marketing mix, sales force
allocation and direct marketing.
Spreadsheet driven cases and
illustrative readings. (formerly BUMK
758)
BUMK 715 Consumer
Behavior
The primary goal of successful firms
is to satisfy the customer. To achieve
this goal, marketing managers must know
how their customers make decisions and
how to use marketing strategy to
influence those decisions. The framework
for this course is a buyer behavior
model, in which concepts from
psychology, sociology, and economics are
applied to individual and organizational
purchase decisions. Consumer research
techniques are reviewed and applied in a
team project. The marketing strategies
of leading firms in consumer products,
technology, and services (including
Internet services) are analyzed using a
variety of case study formats. The focus
of this course is consumer behavior;
however, the principles can also be
applied to the decision-making of
business customers. (formerly BMGT 754)
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BUMK 731 Business-to-Business Marketing
Focus is a large fraction of
marketing activity directed at
organizational customers (business,
non-profits, and government). Marketing
strategies, tactics and analytical tools
most relevant when marketing to
organization customers are covered.
Readings, cases and term paper
contribute to understanding how to build
long term buyer/seller relationships.
Course is appropriate for anyone
interested in understanding
relationships between organizations,
including vertical strategic alliances.
(formerly BUMK 758)
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BUMK 736 Service Marketing
Service accounts for eighty percent
of the U.S. gross national product. The
marketing of service poses unique
challenges because of the intangible,
heterogeneous nature of the product, and
the critical role of customer contact
employees in service delivery.
Strategies for meeting these challenges
are addressed. Topics include 1)
customer relationship management, 2) the
design and execution of the service
delivery process, 3) the development and
implementation of employee customer
service skills, 4) the measurement and
management of critical “outcome”
variables, such as customer
satisfaction, customer equity, and
customer lifetime value, and 5) the role
of emerging technology in customer
service. (formerly BUMK 758)
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BUMK 740 Marketing High Technology
Products
This course focuses on the marketing
of technology-based products. It
examines how technology products differ
from non-technology-based products and
how that influences the marketing of
those products. The course covers such
issues as diffusion of high technology
products and "crossing the chasm";
obtaining customer information and
insight in technology-based markets;
compatibility; standardization within
the product market; competition in
technological product arenas; continuous
versus discontinuous product changes;
and intellectual property issues.
(formerly BUMK 758)
BUMK 753 Global Marketing
This course covers the environmental,
organizational, and financial aspects of
international marketing. It also
describes the special marketing
research, pricing, channels of
distribution, product policy, and
communication issues which face U.S.
firms doing business in international
markets. (formerly BMGT 753)
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BUMK 757 Marketing Strategy
A capstone marketing course,
centering on the question, “how will our
business compete?” The course stresses
the analysis, planning, and
implementation issues managers encounter
when they develop market strategies in
competitive environments. Topics include
a focused review of competitor analysis,
buyer analysis, market segmentation, and
assessing business competitive
advantages. Product portfolio issues are
identified and marketing strategies
developed, assessed and implemented.
(formerly BMGT 757)
BUMK 758 Customer
Relationship
Management
The CRM course focuses on different
types of marketing channels - direct,
indirect, and electronic. Issues of
customer and marketer costs are
analyzed. Customer equity and customer
selection in both the
business-to-consumer and
business-to-business markets are
explored. Challenges associated with
creating customer satisfaction and
building customer trust, value, and
loyalty in each channel are examined.
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BUMK 758 Brand
Management
Some of the most valuable assets
managed by companies today are the brand
names associated with their products and
services. Strong brands can influence
purchase decisions by providing
differentiation for products and
services. This course is designed to
develop students’ understanding of how
to build, measure and manage brands.
Topics include brand positioning,
measuring brand equity, brand
extensions, and managing brands over
time.
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BUMK 758 Marketing
Communication
This course focuses on the major
marketing communication decisions made
by brand managers. These decisions
include mass media advertising, public
relations, sales promotion, direct
response marketing, sponsorship and
events, packaging, and personal selling.
This course is designed to provide
students with both a theoretical and
applied understanding of how marketing
communication messages are created to
positively impact customer relationships
and brands.
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Online University Course Information
►Smith's Blackboard course database
(see sample syllabi):
http://www.rhsmith.umd.edu/blackboard
►For additional information, browse
the online undergraduate catalog:
http://www.umd.edu/catalog/
►Information
on Testudo, including current course
listings:
http://www.testudo.umd.edu/
University Book Stores
►University Book Store in Stamp Student
Union
►Maryland
Book Exchange on Route 1
►Book
Store & Library Information
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