22 courses with the subject MKTG, each shown exactly as we captured it from the college's catalog, with every element we hold. Where the wording looks broken, that is our reading of the catalog, not the college's text.
MKTG 510Marketing Strategy2.0
Marketing is the practice of creating and exchanging value. Marketing strategy can be thought of as a process by which companies allocate scarce resources in order to exchange value in ways that enhance corporate performance and sustainability. The course addresses how creating and delivering superior value can improve relationships with customers and other stakeholders. It also provides students with analytical skills, decision tools, and disciplined frameworks to conduct a market analysis.
Emphasizes application of strategic planning in marketing to achieve competitive advantage. Examines the role of strategic planning in developing effective marketing programs that enhance the overall performance of the firm.
This course is designed to give students powerful, cutting-edge tools to turn customer data into actionable managerial insights. Focus is on predictive analytic techniques used by marketers to acquire, develop, and retain customers. While students will employ quantitative methods in the course, the goal is not to produce experts in statistics; rather, students will gain the competency in the use of data to make better business decisions. The course uses a combination of lectures, cases, and exercises, and will be taking a very hands-on approach with real-world databases to provide students with tools that can be used immediately on the job.
Focused at the intersection of marketing strategy and marketing analytics students will develop skills that will allow them to design, execute, analyze and communicate A/B and multivariate tests, designed to provide definitive answers to business questions like, “Which advertisement should we use?”, “How much should we be willing to spend on an advertisement?”, “Which product design should we go with?” Students will gain fluency in executing statistical methods including confidence intervals, regression, optimal design, and sequential experimentation. Students will become adept at communicating data-based conclusions to business leaders and will devise strategies for developing a culture of data-based decision making in business organizations.
The course will cover what social marketing is and how it is implemented and also will focus on what the SDGs and/or “wicked problems” are and how they may be addressed through an organizational marketing lens. The course uses marketing strategies and tactics learned in all of your other marketing courses to address these social problems. Thus, the marketing toolkit remains the same, and the course will largely focus on understanding these social problems as well as the social psychology that motivates behavior change so that effective and efficient marketing mixes directed at motivating behavioral change can be designed.
The Marketing Technology and Automation course emphasizes the application of marketing technology and automation to execute marketing strategies successfully. It explores a business's marketing technology platform selection process, focusing on requirements gathering, assessment, and recommendations.
Provides an interdisciplinary study of the theories and research of buyer behavior. Draws on concepts from marketing, anthropology, psychology, sociology, and economics and their application for marketing managers seeking insights into the consumer decision-making process.
Applies marketing channel theory and research to the design of channel systems, selection of intermediaries, administration of interorganizational channels, and evaluation of distribution performance.
This course explores how organizations and leaders can maximize the business value of social and digital media platforms. The course also provides a framework and best practices for digital media management, enhances understanding of strategic communication within the digital media context, and improves digital media communication, content management, and analytic skills. Assignments include a personal branding weekly project, an in-class digital media marketing simulation, and a final real-world group consulting project on digital media strategy and implementation. Outside experts will provide lectures on specific digital marketing topics on select weeks.
Covers concepts, principles, and practices of international marketing management. Studies cross-cultural differences and distribution systems, pricing methods, promotional methods, trade barriers, and current factors influencing international marketing.
Takes the marketing manager's viewpoint to examine the management and coordination of all marketing communication to customers and stakeholders. Discusses concepts and strategies in such areas as advertising, sales promotion, personal selling, and public relations.
MKTG 638New Product Planning, Strategy, and Development3.0
Examines the process of strategic planning for marketing innovation and development of new products in a dynamic business environment. Integrates concepts and techniques from several disciplines to understand new product development.
Covers marketing theory, concepts, strategy, and tactics as applied to the unique characteristics and demands of service organizations and manufacturing firms that use service as a competitive advantage. Evaluates marketing strategies of various service industries using case studies to illustrate the links between internal business processes and external customer satisfaction.
An examination of how business managers can build the reputation of their organizations in order to gain competitive advantage in the market. The course will focus on how companies can enhance their financial value through increased attention to multiple stakeholders.
Examines current developments and contemporary thought in marketing. Requires an in-depth analysis of a special marketing area selected by the student, and oral and written reports of graduate quality.
This course is designed to help student researchers enhance their data analysis skills by developing a conceptual understanding of the most widely used multivariate techniques.
MKTG 942Models of Consumer and Firms' Decisions3.0
The course provides a flexible, hands-on understanding of regression & multilevel modeling. Course provides doctoral students starting serious empirical research with a useful toolkit of techniques. Topics include: fitting & understanding classical linear regression & generalized linear regression models (e.g., logistic & Poisson regression), using simulation to check model fit & model properties, understanding the assumptions & challenges underlying causal inference & a few techniques to perform causal inference & understanding multilevel data structures & fitting linear & generalized linear multilevel models.
