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Focuses on marketing management and problem solving. Topics include methods for managing product positioning, pricing, distribution and external communications. Students will learn about customer behavior, demand determination and marketing research. They will be exposed to marketing in a variety of contexts such as for-profit, nonprofit, internet and the global context. Emphasis is on developing fully integrated marketing programs as well as interfunctional coordination. The case method is used.
Enables students to prepare, present and manage an integrated marketing communications plan using a blend of advertising, personal selling, sales promotion, public relations, direct marketing, internet techniques and related marketing tools. Through case studies and practical exercises, they will learn how to reach appropriate market targets in the most cost-efficient and measurable way.
Focuses on how to achieve marketing objectives through direct inducements that offer an extra value or incentive for a product/service to ultimate consumers, sales force or distributor as well as through special events, sports, and causes, which together form a multi-billion dollar industry. Students will learn how to help an organization of any size develop closer relationships with target markets as well as trade partners and how to enhance the value of marketing communications strategies. Through lectures, case studies, and practical exercises they will learn how to incorporate sales promotion activities into an Integrated Communications plan, how to plan an event, create pricing and location strategies, and how to cost effectively promote them. Sponsorship development will be studied from the points of view of both event planner and corporate sponsor. Emphasis throughout will be on integrated marketing communications.
Students review the principles and methods of integrated marketing communications (IMC) and learn to implement IMC methods in an organization. Each student will prepare an integrated marketing communications plan for an organization. Students must demonstrate competence in research, analysis, strategy development, communications and media planning, and IMC program development and evaluation. Cases will be utilized. This course is restricted to students in the master of science in integrated marketing communications program. This course should be completed in the final nine units of the program only.
Covers the planning, design and execution of direct marketing programs, including methods for utilizing databases and targeting techniques. Students will learn how to design direct-mail, telephone, catalog, e-mail and web-based marketing programs for consumer goods, services and industrial markets. Students will learn the principles of database design for marketing and the basic techniques of statistical analysis for targeting, utilizing case studies and guest speakers. Excel spreadsheet program will be used.
Prerequisite: MKT 300 and MATH 40., Units: 3 , Offered: Summer 2016
Class immerses students in the marketing application of social media and other newly emerging media channels. Course covers the planning and integration of social media into marketing plans. Students will learn to set objectives, develop social marketing plans, integrate social media into overall marketing and communication plans, measure program results, utilize new media technologies and about the macro-environmental issues affecting social media. The class includes hands-on development of social media tactics and channels. This may require students to set up individual social media accounts.
(Formerly MKT 396B) This project-based course covers the planning, design, implementation and optimization of search engine marketing campaigns, including methods for improving organic rankings (SEO) as well as paid search engine marketing (SEM) campaigns. Students build upon the principles of digital marketing to design and implement internet-based marketing programs for consumer goods, services, non-profit and industrial markets. Student teams will collaborate with a client to design and execute a paid search engine marketing campaign with an assigned budget, while using analytic tools for monitoring and optimizing. The Google Online Marketing Challenge and/or a client-sponsored campaign will be used as the basis for this course.
Prerequisite: MKT 300 required, recommended MKT 321 or MKT 352, Units: 3 , Offered: Spring 2016
Focuses on the practice of analytics. Students will be introduced to traditional media analytics, social media analytics and web analytics using the R language. Students will learn skills, methods and tools necessary for analytical work in a broad variety of businesses situations with a range of data structures. Students will learn how to acquire information in a variety of forms, such as text (newspaper articles, blog posts and social messages), numbers (from web analytics) and transform them into data, which you will be able to analyze applying statistical methods with the help of R. Upon completion of the course, students are expected to be able to complete basic media analysis as part of marketing, or competitive research; to run methodologically sound analysis of social media; to report on web analytics; and to apply basic statistical concept to a variety of analyses.
Explores the field of "Brand Management" including product management, brand positioning and building, measuring and managing brand equity over time. Utilizes classic and current consumer and B-to-B case studies of leading marketers and their strategies for effectively building and managing products and brands. Topics include customer focus, brand positioning and identity, creating points of difference and competitive advantages, marketing communications and messages including the Internet and building customer loyalty. Covers building brand portfolios, sub-brands and line extensions and distribution strategies.
Provides a strategic view of industrial and other business-to-business marketing. Students will gain experience in solving marketing mix problems over the product life-cycle and will learn about the impact of technology, derived demand, complex buying processes and customization. They will study the impact and use of business e-commerce exchanges and other web-based techniques. The case method is used.
Prerequisite: MKT 300., Units: 3 , Offered: Spring 2016
Focuses on the operating and management problems of sales-management executives. Students will learn how to relate the sales function to other functions of business and will study techniques for estimating sales potential, forecasting sales, manning territories, and selecting, training, supervising and compensating the sales force. Students will learn about sales force automation tools, including web methods. Case method used.
Focuses on the distinctive aspects of service organizations including the importance of service quality and how marketing goals, mixes and strategies are tailored accordingly. Students will learn about new developments in the marketing of services, including the Internet, and how they apply in different settings, including financial, professional and not-for-profit. Case studies are used.
Corequisite: MKT 300., Units: 3 , Offered: Fall 2016
Examines the issues, strategies and approaches associated with developing, introducing and managing new products and services. Students will learn methods for identifying business opportunities, market segmentation, idea generation, concept development and testing, market testing and introductory market programs. Case studies are used.
Corequisite: MKT 300., Units: 3 , Offered: Spring 2016
Surveys the principles and techniques of marketing research, with emphasis on survey methods. Students will gain an in-depth knowledge of the planning and execution of market-research projects, including the acquisition and analysis of both primary and secondary data; use of statistical methods; questionnaire design; interview methods, including the Internet; and testing and communication of results. Case studies are used.
Studies strategic and operational aspects of the marketing plan for consumer, industrial and service industries; formulation of top management strategic goals; and all elements of the annual marketing plan, including management summary, background data, quantitative objectives and implementation. Covers planning for long-range market development. Case studies are used.
Studies the influence of consumer behavior upon marketing-management strategy; examines behavioral concepts as they relate to the buying situations, types of consumer research instruments and types of marketing issues. Focus on use of consumer-behavior knowledge in realistic action-oriented situations; readings and case materials.
Covers the uses of various media in formulating an overall consumer-communication strategy, with an emphasis on consumer-targeting techniques and media-mix programming. Students will learn about the advantages and disadvantages of differing types of advertising vehicles, including the Internet, in reaching the target audience. The course uses a variety of readings and case materials.
Examines the following processes: estimates of market potential, pricing and distribution strategies; role of communications in serving markets outside the US, serving these markets through branches, the Internet, warehousing operations, international brokers and traders and foreign affiliates; analyzing markets in countries with different cultural, political and economic characteristics. Reviews marketing and distribution methods in selected US and foreign companies.
Units: 3 , Offered: Summer 2016
Examines timely concerns at the intersection of marketing and technology. The nature of digital marketing and e-commerce is constantly evolving, and key issues change rapidly. The course emphasizes marketing but gives due attention to enabling technology and selected new media. Students will learn how internet marketing works, how e-commerce business models interact and how to integrate online and offline marketing. Topics include basic internet technology for marketers, buyer behavior online, online privacy and security issues, online branding, website design and customer interfaces, public policy for digital interaction, web analytics, online payments, electronic marketing techniques such as banner advertising, outbound email and paid search advertising. Students will also analyze how integrated multi-channel marketing works and examine emerging electronic media.
Addresses significant, topical and practical problems, issues and theories in marketing. Topics are compiled and selected by the department chair. This course may be taken more than once, provided the same topic is not repeated. Prerequisites will vary based on topic.
Explores how mobile marketing strategy and tactics can be applied to further the objectives of organizations. Topics include targeting, consumer behavior, evaluating and implementing mobile marketing methods such as location-based techniques, mobile-delivered advertising and promotion, tracking results, and evaluating performance. Legal and ethical issues are examined. A team project will evaluate an organization's current mobile marketing strategy and tactics, in the context of the overall marketing strategy, and recommend alternatives. This course can be counted towards the requirements of the digital marketing concentration in the MS MKT degree program. This course has limited enrollment.
Prerequisite: MKT 300, approval of the department chair., Units: 3 , Offered: Spring 2016
Provides the opportunity to develop excellent skills in visual design, speaking and writing, to successfully organize and present information with an emphasis on situations people encounter in the workplace including both sales and managerial presentations. Students will learn the essentials for analyzing materials and audiences to develop optimal communication results geared to the specific levels, needs and organizational circumstances of their audience. Students will gain thorough command of Powerpoint and the basics of Photoshop. They will gain presentation experience including media selection, techniques for developing and keeping rapport with the audience, speech transistions and summaries.
Students love interacting on social networking sites, watching videos online, text messaging, accessing the Internet from their phone and keeping up with the news in the new media formats. But how do marketers take advantage of these new media? This course will cover the integration of new media into the marketing mix, including blogs, social networking, mobile marketing, podcasts, virtual worlds and more. Building on their knowledge of traditional and internet marketing, students will learn to set objectives, measure results, utilize new media technologies and about the macro-environmental issues affecting new media. In this hands-on approach, students will create marketing campaigns designed for several of the new media.
Prerequisite: MKT 300., Units: 3
Covers the ways that the marketing and public relations functions can facilitate organizational sustainability objectives. Engaging employees and other stakeholders on sustainability issues; outreach and forming partnerships. Environmentally friendly product strategies; green branding; understanding customers? expectations about environmental and social impacts. Social marketing; cause-related marketing; social innovation and entrepreneurship; eco-labeling and environmental certifications.
Prerequisite: MKT 300 or MKT 100, Units: 3
Offers students the opportunity to receive graduate-level work experience in marketing. Students are responsible for their own placement in an internship approved by the department chair. A written internship proposal is required before consideration for this course. A written report is required upon completion of the internship.
Provides an opportunity for the advanced student with a specific project in mind to do reading in a focused area and to prepare a substantial paper under the direction of a faculty member. Only one directed study course may be taken for credit toward a masters degree.
Prerequisite: Completion of six graduate seminars in the Advanced Program and consent of the department., Units: 1 - 3
Provides an introduction to the theory and practice of marketing. Students will learn about price policies, channels of distribution, promotion techniques, the management of products and services and marketing research. The course also covers the impact of government regulations and competitive practices, integration of marketing with other activities of the business enterprise, and strategic implications of marketing actions.
Investigates the cultural, psychological and behavioral factors affecting consumers actions and the demand for consumer products and services. Students will learn the impact of consumer behavior on the marketing strategies of firms and the role of marketing in shaping consumer demand.
Prerequisite: MKT 100, Units: 3 , Offered: Spring 2016
Examines the research methods and techniques applicable to problem solving in marketing. Through a project-based class, students will learn to prepare a market research proposal, gather survey data, statistically analyze results and present a professional report. This class emphasizes the importance of marketing research in domestic and international markets. Students will also gain a sound knowledge of internet-based research tools.
Prerequisite: MKT 100 and MATH 40., Units: 3 , Offered: Fall 2016
Analyzes the total range of activities involved in marketing communication: advertising, selling, sales management, public relations and sales. Students will learn strategies and tools to develop favorable inter- and intracompany relationships.
Prerequisite: MKT 100., Units: 3 , Offered: Summer 2016
Covers the development and application of marketing and sales principles and skills in the business-to-business setting. Students will learn how to analyze business buying behavior. Students will learn about industrial product planning, channel decisions, promotional applications and pricing practice in the business-to-business context. They will learn the techniques of good selling skills and the techniques for organizing, staffing, motivating and evaluating the sales force.
Prerequisite: MKT 100., Units: 3 , Offered: Summer 2016
Identifies international marketing opportunities; the impact of varying cultural, economic, legal and political environments on marketing strategy; technical and financial features; determinants and principles of foreign marketing policy as they relate to domestic marketing practice.
Prerequisite: MKT 100., Units: 3 , Offered: Spring 2016
Offers students the opportunity to receive work experience in marketing. Students will be responsible for their own placement in an internship approved by the department chair. A written internship proposal is required before consideration for this course. A written report is required upon completion of the internship.
Prerequisite: Consent of the department chair., Units: 3
Addresses significant, topical and practical problems, issues and theories in marketing. Topics will be selected by the department chair. This course may be taken more than once, provided the same topic is not repeated.
Prerequisite: Consent of the department chair. Prerequisites will vary based on topic., Units: 3
Provides individual study of selected topics under supervision of a faculty member. Students are limited to one directed study course per trimester.
Prerequisite: Consent of the department., Units: 1 - 3