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) 

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 711   Customer Centric Innovation

Students will learn the business and management aspects of developing and bringing new products to market. The course will cover a broad array of topics including new product process, product marketing, product strategy, product portfolio management, and product team organization. Students will apply these topics in a dynamic and interactive group environment. At the completion of the course, students should have a good understanding of the fundamentals of new product development and should be able to make informed decisions in areas related to product-specific businesses. 

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)

BUMK 716   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.

BUMK 717   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.

BUMK 720   E-Service

The Internet and other digital media are dramatically expanding firms’ ability to serve customers. This course explores serving customers in the digital media, including the Internet, cell phones and other mobile devices. Some of the topics covered include personalization and customization, technology readiness, self-service technologies, consumer privacy, usability, feature fatigue, and e-service quality measurement. 

BUMK 721   Consumer Product Marketing Simulation

This course applies concepts learned in BUSI 650 while also expanding on important product and brand management decisions faced by consumer product companies. The course is taught via lecture, cases, and the simulation. The computer simulation provides students with experiential learning by giving them the opportunity to immerse themselves in the role of brand manager for a product. As part of the simulation, students make all marketing decisions for a brand and see the performance outcome of those decisions. The experience with this brand management simulation gives students hands-on training for a career in brand management for a consumer product company. The objective of the simulation is to place the student in the role of Brand Manager and to give hands-on experience making the marketing decisions for an over-the-counter pharmaceutical product. In essence, PharmaSim is a flight simulator for brand managers.  

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)

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)

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) 

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 Equity 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. 

BUMK 758    Market Forecasting

This course introduces students to a variety of both quantitative and qualitative forecasting methods for existing and new products across a number of product classes. Statistical approaches such as the Bass Model, Trial and Repeat Model and others will be covered. For new products, more qualitative methods will be reviewed. Students will learn how to implement each of these methods.

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