Marketing

Graduate Courses in Marketing

MKTG:9000/6M:201 Directed Readings in Marketing
Prerequisite: consent of instructor.

MKTG:9210/6M:205 Web Business Strategy
Introduction to web business and marketing; concepts, methods, and applications associated with doing business on the web; webpage construction and design; case studies and/or entrepreneurial projects. Prerequisite: 6M:211.

MKTG:9150/6M:223 Brand Management
Strategies for building, leveraging, and defending brands; principles of consumer behavior, how they relate to building brand identity and equity; branding of consumer goods and services. Prerequisite: 6M:211.

MKTG:9180/6M:225 Direct Marketing Strategies
Principles and processes of direct and database marketing; insight into the requirements for building a customer-based marketing strategy. Prerequisite: 6M:211.

MKTG:9110/6M:227 Category Management
Marketing strategy related to manufacturing product line interactions, retailer product assortment, consumer response; category definition, product line pricing and branding, cross-category promotions, channel coordination, efficient consumer response, loyalty programs, database marketing. Prerequisite: 6M:211.

MKTG:9115/6M:228 Cases in Marketing Strategy
Discussion of marketing cases that cover topics currently not offered in other marketing electives.  Prerequisite: 6M:211.

MKTG:9120/6M:229 Customer Relationship Management
Analytical approaches to customer relationship management; issues, techniques, and terminology associated with database marketing and data mining; analysis of customer databases; assessing lifetime valuation (LTV) of customers, identifying "high potential" customers, estimating return on marketing investment, building predictive models to estimate the probability of response to a marketing campaign. Prerequisite: 6M:211.

MKTG:9020/6M:230 Marketing Research Methods
Managerial applications of marketing research techniques, including methods of design, analysis, interpretation of marketing research studies; assessing value of information, sampling, sources of bias, instrument construction, interpretation of scanner data, geodemographic data, applications of integrated research systems. Prerequisites: 6M:211 and 6M:216.

MKTG:9170/6M:231 Business to Business Marketing
Industrial buyer behavior, buyer-seller relationships, interactive product policy and market segmentation, distribution and selling systems; skill development in market strategy formulation for industrial products and services, and in solving problems and making decisions about industrial marketing. Prerequisite: 6M:211.

MKTG:9030/6M:232 Buyer Behavior
Behavior of consumers and industrial buyers; research methods and findings from behavioral sciences applied to production, consumption, and marketing of products, services; application of consumer behavior concepts to managerial decision making. Prerequisite: 6M:211.

MKTG:9160/6M:233 Service Marketing
Production, consumption, and marketing of services; solutions to problems faced by service managers; development of an organizational marketing system for delivery of quality service. Prerequisite: 6M:211.

MKTG:9130/6M:234 Product Management
Techniques of new product development; idea generation, concept screening, product design, market testing, forecasting, brand management strategies within the firm. Prerequisites: 6M:211 and 6M:216.

MKTG:9190/6M:235 International Marketing
Domestic versus international perspective; identification and evaluation of opportunities and risks in non-U.S. markets; research problems in global markets; effects of international organizations, foreign exchange, macroeconomic policies, local law, and cultural differences on consumer behavior and marketing decisions; multinational versus global marketing strategies (entry, product adaptation, channel logistics, pricing, promotion); emphasis on practical applications. Prerequisite: 6M:211.

MKTG:9140/6M:236 Advertising and Promotional Strategy
Marketing communications as dialogue between producers and consumers, how promotional mix evolves; emphasis on advertising, sales promotion, branding. Prerequisite: 6M:211.

MKTG:9200/6M:237 Field Studies in Marketing
Experience in planning, designing, carrying out, reporting on a marketing research project for a profit or nonprofit client organization; communication with managers, application of marketing research, meeting deadlines, converting research findings into action recommendations for management. May be repeated. Prerequisites: 6M:211 and 6M:216. Recommended: 6M:230.

MKTG:9010/6M:238 Contemporary Topics in Marketing
Topics not regularly offered in other courses. Prerequisites: 6M:211 and graduate standing.

MKTG:7850/6M:242 Seminar in Marketing Models—Ph.D.
Theoretical, operational models in marketing, with emphasis on recent advances; in-depth criticism of models, participation in model development project. Prerequisite: consent of instructor.

MKTG:7800/6M:243 Seminar in Consumer Behavior—Ph.D.
Key facets of consumer behavior--information processing, perception, memory, learning, attitude formation, attitude change, decision making, emotion; behavioral research methods. Prerequisite: consent of instructor.

MKTG:7900/6M:245 Seminar in Research Topics—Ph.D.
Individual research topics. Prerequisite: consent of instructor.

MKTG:7950/6M:247 Directed Readings in Marketing—Ph.D.
Prerequisite: consent of instructor.

MKTG:7975/6M:290 Thesis in Marketing
Prerequisite: consent of instructor.