Marketing Specialization
BDBA750, also offered as BUSM706 Innovation and Product Management (2 credits)
Focuses on the development of innovations - new products or new services - from the perspective of a marketer. For an innovation to be successful in the market, it has to be customer-centric: hence, in this course, we study how to develop and bring to market elegant and efficient solutions to strong customer needs. This is a fundamental business challenge, faced while working in a startup or in an established company; when developing a new product or a new service; and when serving customers who are individuals or large corporations.
BDBA751, also offered as BUSM714 Integrated Brand Management (2 credits)
Marketing communications are a complex but critical component of marketing strategy. Topics include communication tools: advertising, sales promotions, corporation communications, one-on-one or direct marketing, public relations, internet communications, sponsorship/events marketing, and marketing communication plans: defining objectives, implementing the plan, and measuring communications effectiveness. Achieving integration in the content, look, and feel of all marketing communications is stressed.
BDBA752, also offered as BUMK758B Market-Based Management or BUMK750 Marketing Strategy (3 credits)
Introduces students to the fundamentals of marketing. This course combines lectures, readings, case analyses and a competitive simulation. A significant part of the course involves a competitive computer-based simulation in which student teams leverage marketing data and metrics to make marketing decisions for an organization that is competing in a market against other student teams in the class.
BDBA753, also offered as BUMK758D Consumer Analysis or BUMK724 Customer Analysis (3 credits)
Focuses on the analysis of customer decision-making and how marketing strategy can be used to influence those decisions. The framework used is the 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.
BDBA754, also offered as BUMK758E Statistical Programming or BUMK726 Statistical Programming for Customer Analytics (3 credits)
Provides students with a foundation in probability and statistics with a focus on business applications. It also gives students a foundation for thinking in both likelihood and Bayesian frameworks. The course teaches students the basics of SAS, as well as its use in statistical analysis and statistical programming. Also addressed are basic SAS language structure, data management, OLAP, enterprise miner, statistical analysis, writing procedures.
BDBA755, also offered as BUMK758L or BUMK744 Marketing Research & Analysis (3 credits)
Provides a review of primary data collection methods for marketing data. Students will learn how to design and implement 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.
BDAB756, also offered as BUMK758K Advanced Marketing Analytics (3 credits)
The analysis of marketing data needed for profitable marketing decisions. Advanced methods of
marketing analysis for marketing decisions, including choice and count data models, joint analysis of consumers choice, quantity and timing decisions, mixture and mixture regression models, and conjoint analysis, all using data-based cases and SAS software. Applications are in the areas of strategic marketing, marketing segmentation, eye tracking for advertising effectiveness, new product development, sales promotion analysis, pricing, design of marketing mix, and direct marketing.
BDBA757, also offered as BUMK758W Data Science (3 credits)
An introduction to data science and the basic concepts of database management. The course also provides an overview of the various sources of in-house data that are available to many organizations. Students will learn how to work with click stream, scanner panel and social media data. Geodemographic datasets will be discussed and explored, and techniques for data-fusion will receive ample attention.
BDBA758(A-Z) Special Topics in DBA in Marketing (1-4 credits)
Courses designed to address trending topics that apply to practice focused elective course requirement for the DBA in Marketing track.
BDBA850, also offered as BMGT858L Seminar in Marketing Strategy (2 credits)
This course will address marketing problems of practical importance. The course will cover the topics of branding, advertising, societal issues, strategic emphasis, return on investment, customer lifetime value, personalization, word-of-mouth, robots and chatbots, and artificial intelligence.
BDAB851, also offered as BMGT858C Seminar in Consumer Behavior (3 credits)
This objective of this course is to expose students to doctoral level research that has emerged from (largely) psychological approaches to consumer behavior. Among the issues discussed are how people attend to information, how such information is related to prior knowledge, how knowledge guides judgements, how people form attitudes, how people respond to persuasion, how they make decision, and how emotions effect consumer behavior.
BDBA852, also offered as BMGT858P Seminar in Marketing Models (3 credits)
This course will cover basic concepts of marketing modeling, state-of-art techniques of analyzing marketing data, analytic modeling techniques, and incorporate current literature and substantiative marketing problems with the basic concepts and state-of-art techniques of analyzing marketing data with marketing and analytical modeling. Students will have a broad exposure to literature in the marketing modeling covering many areas such as consumer choice, pricing models, channels, dynamic models, service models, new product, and diffusion models, etc.
BDAB853, also offered as BMGT858J Seminar in Structural Models (2 credits)
Introduction to structural models in marketing and economics. This seminar will train students to identify and frame empirical analysis using structural models and further the understanding of basic frameworks and estimation techniques in structural analysis.
BDAB854, also offered as BMGT858G Seminar in Analytical Models (2 credits)
Provides a broader perspective on the use of analytical models to address marketing models and their contribution in the literature. Topics include pricing, advertising and promotion, communications, product line design, competition, search, models of cognitive aspects of game theory, and models of the organization. This course presumes knowledge of microeconomics, especially game theory and industrial organization.
BDAB855, also offered as BMGT858W Seminar in MCMC Estimation (2 credits)
Bayesian data analysis is an indispensable tool in the toolbox of empirical quantitative research and lend itself particularly well for market application. This seminar covers the foundations of Bayesian statistic that are needed to perform Bayesian analyses, which is a blend of theory and applications. Introduction to Bayes’ theorem with prior and posterior distributions, forecasting and testing in the Bayesian framework, parameter inference in the Bayesian setting, Markov Chain Monte Carlo (MCMC) methods including Gibb’s sampling and Metropolis-Hastings algorithm as well as the recent advances in inference such as Hamiltonian Monte Carlo (HMC) and Variational Inference (VI).
BDBA856, also offered as BMGT858E Experimental Design (2 credits)
This course is meant to familiarize students with the techniques used to conduct and to evaluate experimental research in the consumer behavior domain. The course will cover the topics of experimental manipulations, measurement of outcome variables, moderation, and mediation, how to rule out alternative explanations, external validity, and data collection.
BDBA857 (A-Z) Special Topics in DBA in Marketing (1-4 credits)
Courses designed to address trending topics that apply to major course requirement for the DBA in Marketing Consumer Behavior track.
BDBA858(A-Z) Special Topics in DBA in Marketing (1-4 credits)
Courses designed to address trending topics that apply to major course requirement for the DBA in Marketing Quantitative track.
BDBA829 Capstone Project (6 credits)
The explosion of data and advancements in technology has redefined how we think about and solve business problems. Senior executives and researchers need to expand their expertise and skill sets to keep current with a rapidly changing business landscape. The Smith School’s Doctor of Business Administration will help you do just that. The DBA program will give you a new level of expertise in business research and theories that you'll apply to business and organizational problems.
