REQUIRED COURSES
Marketing Planning - Examines the marketing planning process, develops an awareness of major marketing problems that organizations face, and cultivates proficiency through development of a marketing plan.
Marketing Research for Managers - Explores the role of marketing research in marketing management. Involves hands-on activities to perfect student understanding of methods for collecting, analyzing, and summarizing data pertinent to solving marketing problems. Effective oral and written communication of research results is stressed.
Consumer and Institutional Purchasing Behavior - Emphasizes behavioral science concepts in an application-oriented environment as they relate to the process of consumption.
Marketing Strategy for Managers - Familiarizes student with concepts of market analysis and planning of direct practical relevance to the decision-making process.
Capstone I and II - Creates opportunity for each graduate student to "own" a marketing problem for a six-month timeperiod. Students map out the project charter, delineate all necessary actions, and provide an agreed-upon deliverable that will impact the client's business. Students invest approximately 400 hours in the six-month period.
ELECTIVE COURSES
Business-to-Business Marketing for Managers - Covers analysis, planning, and strategy for marketing to business customers.
Advertising and Promotions - Provides an overview of the components of an integrated marketing communications plan, including setting objectives, message strategy, media strategy, and measuring effectiveness.
Direct Marketing - Examines the principles of direct marketing (precise targeting, segmentation, and promotion) and their application.
E-Marketing for Managers - Considers electronic technologies used for the marketing, selling, and distribution of goods and services. Students develop an understanding of opportunities and limitations and how to use these technologies to improve marketing practice.
International Marketing for Managers - Covers marketing opportunities abroad and development of appropriate marketing structure and process.
Management of the Sales Function - Investigates the theory and practice of sales management, including the determinants of sales performance and how sales and marketing executives can take actions to direct, influence, and control sales results.
Marketing Ethics - Refines analytical and managerial decision-making skills through the application of ethical principles. Develops an understanding of the subjective biases to which individual human judgments and group decisions are prone.
Marketing for Managers - Provides a thorough appreciation for the benefits and pitfalls of executing a customer orientation, and develops an appreciation of market segmentation as a process for opportunity analysis and prioritization in organizations. Major emphasis is given to those practices and procedures that yield long-term customer relationships.
Pricing - Explores demand estimation, pricing models, and pricing strategy
Product Development and Management - Discusses product mix, development and strategy; product-market integration and new product development.
Qualitative Marketing Research - Covers qualitative marketing research methods (e.g., focus groups, depth interviews) and response interpretation.
Retailing - Analyzes the retailing process, the environment in which it operates, and the functions that are performed.
Social Influence Strategies - Introduces the principles of social influence and their applications in marketing.
Product Design Studio - Engages students from various disciplines (business, design, engineering and others) in multi-disciplinary teams to complete new product design field projects. Assignments vary depending on the client needs.
Contemporary Issues in Marketing - Deals with different topics each quarter. See department for current topics.
Special Topics in Marketing - Provides in-depth study of selected topics in marketing. Special offerings will be publicized on bulletin boards.
Individual Study - Provides opportunity for student to pursue (independently) marketing topics of individual interest. Student secures a faculty supervisor and approval prior to registration.
Field Project in Marketing - Introduces student teams to real marketing problems supplied by various organizations.
