Marketing and International Business Course Descriptions (38 Credit Hours)
COMPULSORY COURSES DESCRIPTION
Credits: 3 Hours Prerequisites: HUM121
Marketing begins and ends with the consumer - from determining consumer needs to providing consumer satisfaction. Thus, an understanding of consumer behavior is critical in successfully managing the marketing function. The purpose of this course is to introduce you to the study of consumer behavior. We will explore psychological, sociological, social psychological, and cultural perspectives and examine their usefulness for developing marketing strategies.
MKT241 Services Marketing Credits: 3 Hours Prerequisites: MKT231
This course provides in-depth knowledge about the key issues in service marketing, frameworks, strategies and tools to address the challenges of marketing and managing services, whether in a manufacturing or service context. The course includes the following topics: Service marketing, frameworks, strategies and tools, Social media and how social media will affect service marketing, how services are different from products and what unique challenges they pose on marketing and managing is necessary.
Credits: 3 Hours Prerequisites: MKT231
Rigorous evaluation of elements for the effective development, implementation, and management of advertising and integrated promotion campaigns
Credits: 3 Hours
Prerequisites: MKT231- MKT232
Pricing is a critical marketing decision which enables a firm to translate customer value into profit. This course provides a first survey of pricing concepts. Instead of discussing pricing in isolation, we focus on the interplay between pricing and other aspects of marketing, such as positioning, branding and advertising. To this end, we provide a formal treatment of pricing concepts in the framework of game theory. Finally, we also discuss non-pricing tools that firms can use in order to capture customer value. Specifically, we cover cases wherein firms generate a profit while keeping their services
free, a phenomenon that is widely observed among Internet firms. This course has no formal prerequisite, but a willingness to study formal (i.e., mathematical) models is assumed. Any previous exposure to microeconomics analysis and game theory will be helpful.
Credits: 3 Hours Prerequisites: MKT231
This course covers all aspects of marketing from a global perspective to better respond to international opportunities and competitive situations. Topics include an overview of international marketing; social, cultural, political, and legal environments; international market-entry opportunities; planning and managing market entry strategies and products; global distribution and pricing; international promotion, sales, and negotiation; and international market planning.
Credits: 3 Hours
Prerequisites: MKT231, MKT232
This course will cover concepts and practices related to marketing in this unique, fast- paced environment, including ; the characteristics of high-technology industries, different types and patterns of innovation, and their marketing implications, the need for (and difficulties in) adopting a customer-orientation, tools used to gather marketing research/intelligence in technology-driven industries, use of strategic alliances and partnerships in marketing technology, adaptations to the "4 p's", regulatory and ethical considerations in technological arenas. Rather than focusing on a specific high- technology industry, the class is designed to explore a range and diversity of industries and contexts. However, because a large majority of such high-tech products are used by business customers (as opposed to consumers in personal households), many of the underlying principles for this course will draw from theories of business-to-business marketing, modifying them as appropriate for the high-tech environment. Issues for both small and big business will be addressed. Finally, the course will provide a balance between conceptual discussions (based on readings of concepts and practices) and applied/hands-on analysis (industry analyses, cases, guest speakers, and a semester project).
Credits: 4 Hours
Prerequisites: LRA405, LRA406
This course and MKT483 provide students with practical and professional experience through work with approved organizations. It should prepare students for near-future job opportunities.
Credits: 3 Hours
Prerequisites: MKT231 – MKT471
This course explores the core principles necessary to create competitive advantages in marketplace by implementing innovative green/sustainability marketing strategies. As business becomes more aware of the need to be sustainable and consumers demand more transparency, marketers need to help companies with this effort. Today‘s marketing professional needs to do more than sell products, they need to be part of the cultural shift and move toward a more sustainable marketing practice. Topics include corporate social responsibility, environmental responsibility, green marketing strategies, cause marketing, transparency establishing partnerships, and the dangers of green washing.
Credits: 3 Hours
Prerequisites: MKT231 – MKT232
This course will provide a comprehensive introduction to the subject of marketing research, and discuss some key concepts, process and techniques, and their application. Starting with an overview of marketing research, research design is discussed including qualitative and quantitative data.
Credits: 4 Hours Prerequisites: MKT472
This is an Extension course for MKT72
MKT484 Product Development Management
Credits: 3 Hours
Prerequisites: MKT231 – MKT241
This course investigates the development and management of products and services. Topics in new product development include idea generation and screening, design, planning, and prototyping, and new product roll-out, as well as the development of marketing strategies and implementation plans for new products and services. Management of existing products and services is also covered with an emphasis on integration of new products and services into the product line. Additional topics include, but are not limited to quality management, management of innovation, and new product design and development team management.
Credits: 3 Hours
Prerequisites: MKT232 - MGT471
This course explores issues related to digital and social media marketing. This is a hands-on class where you will use real world data, case studies and participation in Google online marketing challenge. The following topics would be covered in detail: (a)
Search Engine Optimization - you will learn how search engines, keyword auctions, and search engine marketing work, and how to optimize your pay per click advertisement efforts; (b) Econo-Mining - you will also learn on how firms are getting or can get useful information from user generated content using text mining and opinion mining capabilities to drive their product development, placement and advertisement decisions. Using real world data, you will analyze whether the traditional approaches for driving advertising or product development strategy are in alignment with what you learn from user generated content; (c) Social Media Marketing - you will learn how to design a social media marketing campaign. What are the key ingredients that make such campaigns successful? How do you run a campaign for a viral product; (d) Forecasting Demand Using Publicly Available Online Search Data - you will learn how to build better forecasting models for demand using Google search data (Google Trends and Insights);
(e) Wisdom of the Crowds: we will cover how to design crowdsourcing contests, what and how to crowdsource. You will also learn what prediction markets are, how they work, how to design them, when prediction markets are successful and what kinds of questions are best suited for prediction markets.
Credits: 3 Hours
Prerequisites: MKT231, STA241
This course will focus on developing marketing strategies and resource allocation decisions driven by quantitative analysis. Topics covered include market segmentation, market response models, customer profitability, and social media, paid search advertising, product recommendation systems, mobile geo-location analysis, media attribution models, and resource allocation. The course will draw on and extend students‘ understanding of issues related to integrated marketing communications, pricing, digital marketing, and quantitative analysis. The course will use a combination of cases, lectures, and a hands-on project to develop these skills.
MKT487 Marketing Channels Credits: 3 Hours Prerequisites: MKT231
This course deals with the design and management of the channels through which companies go to market. Channels are analyzed as systems of inter-dependent firms that simultaneously collaborate and compete with other systems to bring a value proposition to the final consumer. The emphasis is placed on understanding the economic and behavioral factors that influence the actions of these firms. It is not intended to be a class in retailing, wholesaling or logistic; rather we will concentrate on
the relationships between the firms in a channel and on the strategic role of channels in
achieving firm‘s objectives.
Credits: 3 Hours Prerequisites: MKT231
Marketing for the 21st century small business is more dynamic and more challenging than ever before in the course of history. The world has simultaneously opened up and yet niched closed in many ways. Today's businesses are challenged by a couple of dynamics that did not previously exist in the business world: 1) choosing between traditional brick-and-mortar and web-based business or one that combines both features; and 2) deciding whether to focus locally, nationally or to spread into the international waters of business.
Both of these dynamics add concern and a new focus on strategy for most businesses. Starting a new small business is both more challenging and more interesting. This course offers fresh insights to many marketing issues that you may otherwise dismiss as "not me", but which will help you to create your marketing plan. Your new company's ability to withstand the tests of time and the challenges of our fluctuating economic world will prove this course to be a well spen
