Core Courses

Market-Based Management (3 Credits)
The purpose of this course is to introduce students to the fundamentals of marketing. This course combines lectures, readings, case analyses and a competitive simulation. The cases will be presented in groups to help students develop analytical writing and presentation skills. A significant part of the course involves the MARKSTRAT simulation which teaches students to make marketing decisions in a simulated competitive environment based on a wealth of marketing data and metrics.

Customer Analysis (3 Credits)
Analysis of customer decision-making and how marketing strategy can be used to influence those decisions. The framework is a buyer behavior model, in which concepts from psychology, sociology, and economics are applied to individual and organizational purchase decisions. Marketing strategies of leading firms in consumer products, technology, and services (including internet services) are analyzed using a variety of case study formats.

Advanced Marketing Analysis (3 Credits)
This course deals with the process of acquiring, analyzing and interpreting primary and secondary marketing data needed for profitable marketing decisions. It discusses recent developments in the recording and use of internal and external data needed for marketing decisions. It teaches students advanced methods of marketing analysis for marketing decisions, including choice and count data models, mixture and mixture regression models, and conjoint analysis using data-based cases. Applications are in the areas of strategic marketing, marketing segmentation, new product development, sales promotion analysis, pricing, design of marketing mix, sales force allocation, and direct marketing.

Statistical Programming (3 Credits)
Provides students with a foundation in probability and statistics with a focus on business applications, gives a foundation for thinking in both likelihood and Bayesian frameworks, and teaches students the basics of SAS, as well as its use in statistical analysis and statistical programming. Addresses basic SAS language structure, data management, OLAP, enterprise miner, statistical analysis, writing procedures.

Business Communications (2 Credits)
Teaches students to communicate quantitative information effectively. The course will focus on developing written, spoken and presentation skills.

Business Ethics (2 Credits)
A study of the standards of business conduct, morals and values as well as the role of business in society with consideration of the sometimes conflicting interests of and claims on the firm and its objectives. Emphasizes a strategic approach by business to the management of its external environment.

Data Science  (3 Credits)
This class provides an introduction to the basic concepts of database management and an overview of the various sources of in house DM data. Students will learn how to work with click stream, scanner panel and social media data. Geo-demographic datasets will be discussed and explored, and techniques for data-fusion will receive ample attention. Segmentation of customers, selection and targeting of prospects, cross-selling and up-selling are issues that are dealt with.

Marketing Research and Analysis (3 Credits)
A review of primary data collection methods for marketing data. Students will learn how to design effective confirmatory research. Both direct methods such as surveys and indirect methods such as experiments will be covered. In this hands-on course, students will design and conduct research with target customers, analyze the data, and then present their results to decision makers.

Application I (2 Credits)
Application courses will be selected from the Marketing Department’s quantitatively focused elective offerings on a rotating basis. A list of these classes is provided below.

Application II (2 Credits)
Application courses will be selected from the Marketing Department’s quantitatively focused elective offerings on a rotating basis. A list of these classes is provided below.

Application III (2 Credits)
Application courses will be selected from the Marketing Department’s quantitatively focused elective offerings on a rotating basis. A list of these classes is provided below.

Action Learning Project (2 Credits)
This is a project based course where students will analyze marketing data, report findings and provide appropriate recommendations.