Marketing

In This Section

Name	Title	Credits	School
MRKT 501	Introduction to Marketing	1.5	School of Management
Study of the process by which consumers' needs and wants are analyzed and satisfied within the context of a modern marketing system. Investigation of current developments in the external environment affecting the marketing process. The role of marketing institutions in facilitating the flow of goods and services from producers to consumers is analyzed.
MRKT 610	Branding	1.5	School of Management
This course is designed to appraise the role that branding plays in the contemporary business world. Brand equity is analyzed from the viewpoints of management of brand architecture and the management of customer value. Practical branding experience will be gained through a series of individual and group-based case analysis, exercises and a comprehensive term project. Prerequisite Course(s): Prerequisite: MRKT 501 or a waiver
MRKT 615	Technical Sales and Marketing	3	School of Management
In this course students will build on their knowledge of marketing and sales and in particular, technical sales, in order to master the skills needed to be an effective and persuasive technical salesperson. Students will be introduced to the selling process within the context of the broader marketing plan. Topics include technical selling, generating and qualifying sales leads, planning sales calls, demonstrations, negotiations, closing the sale, follow up, building partnerships, managing time and territory, and sales metrics. Classroom Hours- Laboratory and/or Studio Hours- Course Credits: 3-0-3
MRKT 620	Strategic Marketing & Branding	3	School of Management
This course is designed to prepare the student to approach, structure, and solve complex marketing problem on strategic and tactical levels, with an extension to the other functional areas of business strategy, to align the dynamic capabilities with operations and finance. Using digital and AI tools, students will analyze the trends affecting the everchanging customers' wants and preferences, evolving market structures and competitive scenarios will reflect the present complexity of the marketing task, and the imperative of capturing market opportunities via delivery of superior customer value and the brand equity management.
MRKT 625	Product & Market Development Risk	3	School of Management
Innovation is the driving force behind today’s economy. However, risk is inherent in the development of new product and market opportunities and most new products fail in the marketplace. This course addresses how to assess and mitigate risk in market opportunities and new product development. In this course, we first focus on the tools and techniques associated with analyzing market opportunities. We then focus on designing, testing, and introducing new products and services. A semester project will enable students to apply strategies for risk mitigation to the new product development process. Prerequisite Course(s): Prerequisite: MRKT 501 or a waiver
MRKT 710	International Marketing	3	School of Management
This course presents a systematic treatment of marketing in a global setting. The impact of cultural, social, demographic, legal, political, competitive, technological, and economic trends on international markets' attractiveness will be analyzed. Students will learn to develop segmenting, targeting, and positioning and marketing mix strategies for foreign market entry in a group project aimed at a selected product/market combination Students will learn how to apply AI tools to enhance their analysis. Prerequisite Course(s): Prerequisite: MRKT 620
MRKT 715	Marketing Communication and Promotion	3	School of Management
This course offers a comprehensive framework for understanding the role and strategic use of promotion within the marketing mix. Emphasizing communication theories, the curriculum guides students in developing tactical and strategic promotional programs that leverage current technologies, including AI-driven techniques for content creation, consumer behavior analysis, and campaign optimization. Students will delve into the integration of AI to elevate strategic decision-making, address ethical implications, and evaluate its influence on contemporary media landscapes. Branding and positioning strategies will be explored in depth, alongside the implementation of key promotional components. The course places a strong focus on emerging trends in digital media, equipping students to analyze and capitalize on new marketing opportunities using innovative and traditional platforms effectively. Prerequisite Course(s): Prerequisite: MRKT 620
MRKT 745	Digital Marketing Strategy, Tactics & Tools	3	School of Management
The digitization of media and commerce has been transformational as it concerns best practice approaches to marketing. In this course, students will learn how marketing theory applies to the digital landscape. The course will explore how to create effective digital marketing strategies, as well as how to use the latest digital marketing tools to reach and engage target audiences. In addition to theory, students will also gain practical skills that will enable them to assist companies in developing and implementing their digital marketing strategies. By the end of the course, students will have a strong foundation in digital marketing principles and techniques, and be able to contribute to successful digital marketing campaigns. Prerequisite Course(s): Prerequisite: MRKT 620
MRKT 750	Marketing Research for Consumer & Managerial Insights	3	School of Management
Our rapidly changing world requires nimble and flexible marketing responses based on data-driven insights. This course provides students with a foundational understanding of qualitative and quantitative marketing research methods. Emphases are on the validity and reliability of techniques associated with exploratory, descriptive, and causal research designs, as well as measurement, sampling, and fieldwork. Students gain hands-on experience by designing and conducting their own research projects, including exploratory research, survey design, data collection, analytics, presentation, and reporting. The course integrates cutting-edge AI tools for data collection and analysis, predictive modeling, and automated insights generation, enhancing students' capabilities in leveraging advanced technologies for marketing research. Prerequisite Course(s): Prerequisite: MRKT 620
MRKT 765	New Product Marketing & Innovation	3	School of Management
Students will employ AI tools alongside traditional methods to manage new products and transformative innovation, examine the concepts, methodologies, and techniques utilized in the search, development, testing and launch of impactful new products and services. The course includes the consideration of a firm's strategic requirements for new products, the nature of innovation and consumer response, concept development and testing, market testing, estimation of market potential, and marketing planning for adding new products to existing portfolios and start-up businesses. Prerequisite Course(s): Prerequisite: MRKT 620
MRKT 775	Consumer Behavior	3	School of Management
Students will investigate the central role of consumer behavior theory to marketing practice in terms of the planning, development, and implementation of marketing strategies and programs. Consumer behavior theory will be explored using concepts from psychology, sociology, anthropology, and economics in order to understand, predict, and influence consumer attitudes, preferences, and behavior. Students will have an opportunity to conduct a consumer research project using both traditional methods and AI-powered tools, analyze results, and develop relevant marketing management recommendations. This hands-on experience will enable students to leverage AI for deeper consumer insights and more effective marketing strategies.
MRKT 780	Marketing Analytics for Managerial Decisions	3	School of Management
This course will give students the right tools to stay relevant in the new age of marketing. The goal of this course is to provide students with the skills needed to make intelligent use of marketing data and analytics to make business recommendations and decisions. The course employs a combination of interactive lectures, case studies, and hands-on exercises to facilitate the application of analytical techniques to key marketing activities. Prerequisite Course(s): Prerequisites: MRKT 620 and QANT 501