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
Marketing is at the core of a business enterprise. Without customers, a business cannot exist. This course prepares students to approach, structure, and solve complex marketing problems on strategic and tactical levels. Analysis of the dynamic marketplace trends affecting everchanging customer preferences, evolving market structures, and competitive scenarios will reflect the complexity of the marketing task. The course provides students an understanding of strategies and tactics for capturing market opportunities via delivery of superior customer value and brand equity management. Analysis of the trends affecting the ever changing 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. Classroom Hours- Laboratory and/or Studio Hours- Course Credits: 3-0-3
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. . Prerequisite Course(s): Prerequisite: MRKT 620
MRKT 715	Marketing Communication and Promotion	3	School of Management
Presents an integrated framework for understanding the role and uses of promotion within the context of the marketing mix. The emphasis will be on the utilization of communication theories in the development of tactical and strategic promotional programs, with a particular focus on current technologies. Students will integrate branding and positioning strategies with the development and implementation of key components of promotional strategy. Current trends in media and the use of technology in content creation and consumption will be examined, with a strong emphasis on digital media. Students will gain experience in analyzing new marketing opportunities and developing appropriate plans using contemporary technologies to leverage the strengths of traditional and emerging platforms for promotion. 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
This course provides students 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.
MRKT 765	Product Marketing & Innovation	3	School of Management
Examines 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, analyze results, and develop relevant marketing management recommendations.
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