Marketing

Graduate Courses

MARK5139 – PROFESSIONAL DEVELOPMENT SEMINAR

1 Lecture Hour  ·  0 Lab Hours                                                                                                                                                                                                                                                                                                                                                               

This course exposes Master of Science in Marketing Research students to the wide variety of career opportunities available within the marketing research industry. It provides students with information, awareness, tactics and practice in conducting a professional employment search and a professional interview, as well as handling offer negotiations. It should be taken in the final year of course work. (Graded on a Pass/Fail basis).

 

MARK5142 – ADVANCED TOPICS IN MARKETING RESEARCH

1 Lecture Hour  ·  0 Lab Hours

Presentation and analysis of cutting edge topics in marketing research.

 

MARK5182 – INDEPENDENT STUDIES IN MARKETING

1 Lecture Hour  ·  0 Lab Hours

Extensive analysis of a marketing topic.

 

MARK5199 – GRADUATE MARKETING INTERNSHIP

1 Lecture Hour  ·  0 Lab Hours

Practical training in marketing. Analysis of theory applied to real life situations. Course counts as an elective and has a pass/fail grade. No credit will be given for previous experience or activities. Prerequisite: Minimum nine graduate semester hours completed.

 

MARK5282 – INDEPENDENT STUDIES IN MARKETING

2 Lecture Hours  ·  0 Lab Hours

Extensive analysis of a marketing topic.

 

MARK5299 – GRADUATE MARKETING INTERNSHIP

2 Lecture Hours  ·  0 Lab Hours

Practical training in marketing. Analysis of theory applied to real life situations. Course counts as an elective and has a pass/fail grade. No credit will be given for previous experience or activities. Prerequisite: Minimum nine graduate semester hours completed.

 

MARK5311 – MARKETING

3 Lecture Hours  ·  0 Lab Hours

Survey of activities involved in marketing. Emphasis is on developing a managerial point of view in planning and evaluating marketing decisions of the firm. Analyzes decisions with respect to products, price, channel, and promotional variables and considers questions relating to cost efficiency, demand, social responsibility and regulations.

 

MARK5320 – BUYER BEHAVIOR

3 Lecture Hours  ·  0 Lab Hours

Marketing begins and ends with the customer. This course introduces students to the study of consumer behavior. It is taught from the perspective of a marketing consultant who requires knowledge of consumer behavior in order to create, implement, and evaluate effective marketing strategies for clients. The course examines many concepts and theories from the behavioral sciences and analyzes their value in crafting marketing strategies. The course combines lecture and discussion of research based literature, both of which are aimed at providing an in-depth understanding of customer marketplace behavior with a focus on application to consumption and marketing decision making situations. Prerequisite: MARK 5311.

 

MARK5326 – INTEGRATED MARKETING COMMUNICATION

3 Lecture Hours  ·  0 Lab Hours

A managerial approach to coordinating all promotional activities, including direct marketing, advertising, sales promotion, personal selling, public relations, publicity and packaging to produce a unified market-focused message. Message development, placement and timing are examined within the context of the role each type of promotion plays in marketing strategy development. Additional topics examined include media definition and analysis, the communication process, legal and ethical considerations, and budgeting. Prerequisite: MARK 5311.

 

MARK5327 – RESEARCH FOR MARKETING DECISIONS

3 Lecture Hours  ·  0 Lab Hours

Overview of information needs of the marketing decision-maker. Emphasis on methods and techniques that may be employed for the collection and analysis of primary data. Major topics include design of research projects, generating primary data, questionnaire design, samplings for survey research, experimental design, controlling data collection, and data analysis. Prerequisites: MARK 5311 and STAT 5301.

 

MARK5328 – PRODUCT MANAGEMENT

3 Lecture Hours  ·  0 Lab Hours

Management of the firm's product or service offerings. Topics include new product development, new product screening, evaluation of existing products, product line and mix analysis, product abandonment decisions, the brand manager's role, the new product planning department, and others. Emphasis on the development of meaningful criteria for decision-making in the product area and on the development of information systems to suggest, screen, and monitor products. Prerequisite: MARK 5327.

 

MARK5329 – SALES AND SALES MANAGEMENT

3 Lecture Hours  ·  0 Lab Hours

Examines the skills required for successful personal selling and sales management in today's world, with emphasis on industrial markets. Discusses the links between business trends and the resulting need for new approaches to the sales management challenges of planning, implementing, and evaluating a sales program. Special topics include the strategic importance of the sales force, customer/supplier partnering, multi-function collaboration, technology's role in altering traditional customer-access channels, the organization of the sales function for profitability vs. revenue, and the development of effective major account strategies.

 

MARK5330 – SERVICES MARKETING MANAGEMENT

3 Lecture Hours  ·  0 Lab Hours

Examines conceptual frameworks and management practices particularly relevant to organizations in service industries, including health care, education, financial services, retailing, non-profit organizations, and others in which the core product is a service instead of a good. The course examines many concepts and theories from the service marketing industry and analyzes their value in crafting marketing strategies. Emphasis is on problem solving unique to these types of organizations. Prerequisite: MARK 5311.

 

MARK5331 – INTERNATIONAL MARKETING

3 Lecture Hours  ·  0 Lab Hours

Management of marketing in international business. Includes marketing research, pricing, promotion, and distribution in the international environment. Examines marketing problems arising from various degrees of foreign involvement (exports, licensing, foreign subsidiaries). Prerequisite: MARK 5311.

 

MARK5332 – BUSINESS-TO-BUSINESS MARKETING

3 Lecture Hours  ·  0 Lab Hours

Marketing strategies for businesses targeting other businesses. Included are frameworks for analysis of marketing opportunities. Business-to-business e-commerce is examined. Prerequisite: MARK 5311.

 

MARK5334 – STRATEGIC INTERNET MARKETING

3 Lecture Hours  ·  0 Lab Hours

Through theoretical investigation, brainstorming, and case analysis, students develop the skills and strategies that are necessary for effective marketing via electronic media. With particular emphasis on Internet-based media, topics include developing an online corporate identity, online market research, interactive and database Web site strategies, creating and maintaining Web site content, proactive marketing tactics, analysis of Web site statistics, measuring online marketing results, and development of a strategic Internet marketing plan. Prerequisite: MARK 5311.

 

MARK5335 – RETAILING, FRANCHISING, AND ENTREPRENEURSHIP

3 Lecture Hours  ·  0 Lab Hours

Course offers exposure to elements of retail management, franchising, and entrepreneurship, including planning, promotion, pricing, and merchandising. Prerequisite: MARK 5311.

 

MARK5337 – MARKETING INFORMATION MANAGEMENT

3 Lecture Hours  ·  0 Lab Hours

Course focuses on various types of marketing data bases and computer-based research systems designed for the collection, storage, usage, and reporting of disaggregated data. Topics include single-source data, geodemographics, and micro-merchandising systems. Case studies and data analysis projects are utilized. Prerequisite: MARK 5327.

 

MARK5338 – QUALITATIVE RESEARCH

3 Lecture Hours  ·  0 Lab Hours

Examines the nature of qualitative research and its growing value to the marketing research community. The role of focus group interviewing, types of focus groups and their conduct are extensively explored. Other topics include depth interviewing, projective techniques, observational research, the delphi method, environmental forecasting and futuring. Prerequisite: MARK 5327.

 

MARK5340 – MARKETING STRATEGY

3 Lecture Hours  ·  0 Lab Hours

A case course designed to give the student an opportunity to utilize the managerial and analytical tools that he or she has acquired. Uses case studies which require a realistic diagnosis of company problems, development of alternative courses of action, and the formulation of specific recommendations. Prerequisite: MARK 5311 and six hours of advanced marketing coursework.

 

MARK5342 – ADVANCED TOPICS IN MARKETING RESEARCH

3 Lecture Hours  ·  0 Lab Hours

Presentation and analysis of cutting edge topics in marketing research. Prerequisite: consent of Program Director.

 

MARK5343 – ADVANCED RESEARCH ANALYSIS I

3 Lecture Hours  ·  0 Lab Hours

Focuses on problems of data analysis in marketing research. Introduces the concept of multivariate data and emphasizes application of core statistical techniques including factor analysis, multiple regression, discriminant analysis and logistic regression. Also covered are cluster analysis and ratings based conjoint analysis. Application of statistical software is stressed including interpretation of statistical output. Prerequisite MARK 5327 or equivalent.

 

MARK5344 – ADVANCED RESEARCH ANALYSIS II

3 Lecture Hours  ·  0 Lab Hours

Advanced Research Analysis II - Continues from 5343 on problems of data analysis in marketing research. Advanced multivariate applications include MANOVA (Multivariate analysis of variance), multidimensional scaling and correspondence analysis, choice based conjoint studies, confirmatory factor analysis, and structural equations modeling. Application of appropriate statistical software is emphasized including the interpretation of statistical outputs. Prerequisite: MARK 5343.

 

MARK5382 – INDEPENDENT STUDIES IN MARKETING

3 Lecture Hours  ·  0 Lab Hours

Extensive analysis of a marketing topic.

 

MARK5396 – MARKETING RESEARCH INTERNSHIP I

3 Lecture Hours  ·  0 Lab Hours

The internship involves part-time or full-time training and work experience in a company approved by the MSMR program advisor.

 

MARK5397 – MARKETING RESEARCH INTERNSHIP II

3 Lecture Hours  ·  0 Lab Hours

This is a continuation of Internship I and involves part-time or full-time work experience in a company approved by the MSMR program advisor. The student will be assigned primary responsibility for at least one marketing research project during Internship I or II. At the completion of the course, the student will present a research paper to the MSMR faculty.

 

MARK5398 – THESIS

3 Lecture Hours  ·  0 Lab Hours

Prerequisite: STAT 5325 and approval of Graduate Advisor.

 

MARK5399 – GRADUATE MARKETING INTERNSHIP

3 Lecture Hours  ·  0 Lab Hours

Practical training in marketing. Analysis of theory applied to real life situations. Course counts as an elective and has a pass/fail grade. No credit will be given for previous experience or activities. Prerequisite: Minimum nine graduate semester hours completed.

 

MARK5698 – THESIS

6 Lecture Hours  ·  0 Lab Hours

Prerequisite: STAT 5325 and approval of Graduate Advisor.

 

MARK6302 – CONSUMER BEHAVIOR I

3 Lecture Hours  ·  0 Lab Hours

Study of current thought and research underlying individual and group marketplace behavior. Theories from the behavioral sciences are applied to consumer behavior from descriptive, predictive and normative perspectives. Topics include consumer knowledge, attitude theory, persuasion, affect, and social influence. The course draws from the literature in marketing, psychology, and behavioral economics. The course will enable students to conceptualize, operationalize, and develop research ideas.

 

MARK6303 – CONSUMER BEHAVIOR II

3 Lecture Hours  ·  0 Lab Hours

This course complements the Consumer Behavior I doctoral seminar. Building on a portion of that seminar, the course focuses on a few topics (e.g. automaticity in consumer behavior, consumer choice processes) that have the following characteristics: 1) the topics are the subjects of emerging research in consumer behavior, 2) students can gain an in-depth understanding of the theoretical underpinnings of these topics, and 3) the materials are such that students can develop innovative research projects on marketing and consumer behavior related to the topics covered in the class. Prerequisite MARK 6302.

 

MARK6305 – MARKETING MODELS I

3 Lecture Hours  ·  0 Lab Hours

Study of basic models of market and consumer behavior with particular attention to the use of classical statistical methods such as ordinary and generalized least squares, factor analysis, discriminant analysis and correspondence analysis, cluster analysis, and canonical correlation. Applications include perceptual mapping, multiattribute modeling, conjoint analysis, and product planning models. Prerequisite: STAT 5325.

 

MARK6310 – MARKETING STRATEGY AND MANAGEMENT

3 Lecture Hours  ·  0 Lab Hours

Examination of the latest research and thought in marketing and business strategy. Topics include marketing programming; product, price, promotion, and distribution decisions, marketing audits, and the design, implementation and evaluation of marketing strategies and tactics. An objective of the course is the development of innovative research ideas on marketing strategy related to the topics covered in the class.

 

MARK6311 – MARKETING STRATEGY AND MANAGEMENT II

3 Lecture Hours  ·  0 Lab Hours

In increasingly global and competitive markets, sustainable competitive advantage takes on increasing importance. Further, in many industries, product differentiation no longer provides a decisive edge over competition. This course complements the Marketing Strategy and Management I doctoral seminar. Building on a portion of that seminar, the course focuses on a few topics ( e.g. transformation of a product-centric organization to a customer centric organization, organizational change, organizational agility, and technology-enabled relationship management) that will allow students to examine areas of emerging research in marketing strategy, gain an in-depth understanding of the theoretical underpinnings of the selected topics, and develop innovative research projects on marketing strategy related to the topics covered in the class. Prerequisite MARK 6310.

 

MARK6327 – ADVANCED MARKETING RESEARCH METHODS

3 Lecture Hours  ·  0 Lab Hours

Major topics include design of research projects, generating primary data, questionnaire design, sampling for survey research, experimental design, controlling data collection, and data analysis. Coverage of scientific techniques for collecting and analyzing data; includes research paradigms, measurement, and design. Emphasis on theory and application of survey research including classical test theory, item response theory, sampling, questionnaire construction, validity and reliability assessment and data reduction.

 

MARK6331 – ADVANCED GLOBAL MARKETING THEORY

3 Lecture Hours  ·  0 Lab Hours

Examines the antecedents and consequences of global marketing. Includes the politics of global marketing, emerging global strategies, the latest concepts of market entry and development, and global marketing performance and evaluation.

 

MARK6390 – TOPICS IN MARKETING

3 Lecture Hours  ·  0 Lab Hours

Advanced doctoral level work in special topics in marketing. May be repeated when topics vary.

 

MARK6392 – INDEPENDENT STUDY IN MARKETING

3 Lecture Hours  ·  0 Lab Hours

Doctoral level analysis of marketing topic.

 

Courses (BCOM)

BCOM5375 – ADVANCED BUSINESS COMMUNICATION THEORY & PRACTICE

3 Lecture Hours  ·  0 Lab Hours

Examines theory of effective oral and written communication. Discusses techniques for improved research, report writing and presentation. Also stresses presentation media and computer graphics for reports and presentations.