REQUIRED COURSES
Marketing Strategy - Introduces a rigorous, end-to-end marketing strategy and planning framework, including segmentation, targeting, and positioning, that will be used in the Capstone program.
Marketing Research - 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.
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.
Buyer Behavior - Emphasizes behavioral science concepts in an application-oriented environment as they relate to the process of consumption.
International Marketing - Covers marketing opportunities abroad and development of appropriate marketing structure and process.
Capstone Program - Creates opportunity for each graduate student to "own" a marketing problem for a twenty week time period. Students map out the project charter, delineate all necessary actions, and provide an agreed-upon deliverable that will impact the client's business.
ELECTIVE COURSES
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.
Qualitative Research - Covers qualitative marketing research methods (e.g., focus groups, depth interviews) and response interpretation.
Innovation Tools - Focuses on how to create value and growth through innovation in new and existing markets, using a method known as Systematic Inventive Thinking (SIT). Students will learn how to apply SIT skills within the context of a marketing strategy framework.
Professional Sales - Presents the role of professional selling within the context of the marketing and promotional mix of the firm. Guides students in their understanding of the principles of professional selling.
Consumer Insights - This course covers cutting-edge research on topics including consumer information search, pricing, advertising, brand effects, consumer inferences, persuasion, decision making, social contagion and word-of-mouth, consumer identity, and messages that promote consumer health and well-being.
New Product Development - Discusses product mix, development and strategy; product-market integration and new product development.
Design Thinking for Business - This course introduces design thinking as a business problem solving approach. It overviews design thinking techniques and has hands on practice applying these to classic business challenges. It fosters creativity and teamwork in the increasingly ambiguous business world in which today's business leaders must compete.
Business to Business Marketing - Covers analysis, planning, and strategy for marketing to business customers.
Advertising - Provides an overview of the components of an integrated marketing communications plan, including setting objectives, message strategy, media strategy, and measuring effectiveness.
Applied Social Influence - Introduces the principles of social influence and their applications in marketing.
E-Marketing (Social Media) - 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.
Direct Marketing - Examines the principles of direct marketing (precise targeting, segmentation, and promotion) and their application.
Branding - Covers the art and science of branding, providing students with the concepts and models that are fundamental for building strong brands. Students will apply the concepts in case work and a “brand building” project.
Sales Management - 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.
Retailing - Analyzes the retailing process, the environment in which it operates, and the functions that are performed.
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.
Contemporary Issues in Marketing - Deals with different topics each semester. 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.
