Just some of the
offered marketing courses...
the key concepts underlying the function of marketing and its
interaction with other functions in a business enterprise.
Explores marketing's role in defining, creating and communicating value
to customers. Primarily case-based with capstone simulation
exercise, providing a foundation for advanced course work in marketing.
Distribution (MGMT 682)
Study of the
paradigm that success of a product lies not only in its acceptance by
the end consumer but also in how it is priced and how it reaches the
intended consumer, with emphasis on understanding and analyzing the
issues, problems, and opportunities characteristic of the channel
relationship and of the various faces of pricing.
Management (MGMT 684)
various dimensions of marketing strategy and management to the role of
the product manager responsible for all marketing activities of a given
Research (MGMT 686)
of the course is to provide a comprehensive look at the marketing
research process and the associated data collection techniques that can
be used to collect information to better manage the marketing mix.
Qualitative, survey-based, and experimental research designs will be
Strategy (MGMT 687)
elements of marketing strategy namely, segmentation, targeting,
positioning, new product introduction, product line policies, and
competition. Also treats development of strategic marketing
plan. The concepts are discussed through cases, lectures, and a
simulation game called MARKSTRAT.
established theoretical frameworks of cognitive and social psychology,
this course examines three aspects of consumer behavior: (1) individual,
social and cultural influences on consumers, (2) psychological
mechanisms of pre- and post-consumption processes such as
decision-making and attitude formation and change, and (3)
methodological issues in consumer analysis. Implications for
strategy as well as marketing program design, measurement and execution
are discussed. These topics will be studied through discussion of
academic articles, cases and projects.
Models (MGMT 689)
analysis of state-of-the-art marketing models that utilize
consumer-level data and statistical software packages (SAS, SPSS, and
GAUSS) to uncover the various key marketing measures such as price and
advertising elasticities, to study the impact of promotions and
advertising on sales to analyze the diffusion of new products such as
answering machines and cellular phones, and to do segmentation and
market structure analysis.
Marketing (MGMT 692)
examines the opportunities and challenges of marketing on the Internet,
focusing on three distinct areas; strategy, communications and
consumers. First, we consider strategic issues facing internet
marketers, and examine emerging and traditional theoretical frameworks
and concepts of value. Second, we examine the media
characteristics and potential of the digital environment, and compare it
to traditional forms of marketing communication. Third, we study
demand-side issues, examining consumer behavior in digital environments
with implications for marketers. These topics will be studied
through cases, discussions of academic and trade articles, and
Development (MGMT 693)
the critical role of new products within the corporation and in small
businesses focusing on consumer products. Discusses the steps in
new product development from ideal generation to business analysis and
cross-functional team management to product launch into the
marketplace. Students will work in groups to develop their own new
products and to prepare the key elements of a new product introduction.
Management (MGMT 697)
will delve into the strategies needed for developing successful
advertising programs, from a manager's perspective. We will
examine all phases of the decision-making process, including: market
analysis, budget setting, media selection and integration, and results
evaluation. both traditional and new forms of advertising will be
Marketing Research (MGMT 699)
In this course
we develop a thorough understanding surrounding the design of studies to
measure perception and preference in a market. Topics covered
include: Projective Techniques, Multidimensional Scaling, Factor
Analysis, Conjoint Analysis, and Choice Models. Design of data
collection instruments, collection, analysis, and reporting of results
are emphasized in a project context.