Pennsylvania State University-Main Campus · Courses
MKTG
83 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 122NMarketing through the Ages3
This course reviews marketing in a social and historical context. The goal is to explore how the 4 Ps of Marketing- which are product, price, place, promotion, are deeply rooted in the societal context across the ages and have been both a function of culture as well as a cultural influencer. While many think of marketing as a new business function, it has a very long history as marketing is indeed millenia old practice. This course seeks to familiarize students with early examples of marketing, such as the first documented customer complaint letter dating back to 1750 BCE which was written in cuneiform on a clay tablet in Mesopotamia, and to compare these to contemporary practices. The students will be presented with marketing practices throughout history and will learn to critically assess these in terms of the morality of the period and using current standards.
Principles underlying the sales process and practical application of these principles to selling situations. Studies role of selling in total marketing process.
Social and economic aspects; movement of goods and services from producers to consumers; analysis of marketing functions, systems, and institutions. May not be used to satisfy Penn State Business baccalaureate degree requirements. Not available to students who have taken B A 303 or MKTG 301.
Principles of Marketing covers terminology and important concepts related to marketing in the business environment. Domestic and international environments that impact marketing are included, with particular emphasis on the marketing environment, segmentation, positioning and targeting. MKTG 301 course objectives include providing an overview and introduction to marketing; demonstrating the relationship of marketing to other functions and processes in a business organization on an integrated basis; providing real world examples of challenges and issues related to marketing; and explaining and discussing important concepts and analytical tools in marketing. Major themes embedded in the foundation of MKTG 301 include domestic and global economic factors influencing current marketing environments; how consumer, business and organizational customers are segmented and targeted; how marketing research and information systems are used to create and guide marketing strategies; how products are developed to serve customers, businesses and organizations; how service products are developed and managed to meet customer needs; how customers are reached through various conventional and technological channels and how these sales management processes are managed; how people in the United States and other nations are influenced by marketing in the non-profit sector; how products and services are marketed to other businesses and organizational customers; how marketing communications programs, which include advertising, publicity, sales promotion and web sites, are designed to reach domestic and international customers; how pricing strategies support corporate objectives in various economic climates; and how marketing programs adapt to shifts towards global markets. Students may earn credit towards graduation for only one of the following; BA 303, MKTG 301, MKTG 301H, or MKTG 301W.
Marketing begins and ends with the customer, from determining wants and needs to providing customer satisfaction. This course will emphasize fundamental marketing concepts, such as segmentation, targeting, and positioning, and the 4 P's (product, price, place, and promotion). In addition, the course will emphasize the use of marketing research to inform managerial decision-making. The overarching goal of this course is to introduce you to a) the role of marketing within business organizations and society, and b) the concepts and activities in marketing that create and deliver value to customers. At the conclusion of this course, students will be able to: 1) explain the fundamental concepts of marketing and the role of marketing in business; 2) apply marketing concepts and analysis tools to managerial decision-making; and, 3) provide real-world examples of challenges and issues in marketing. Major themes embedded in MKTG 301H include: domestic and global socioeconomic factors that influence marketing environments; the use of marketing research and information systems to create and guide marketing strategies; how consumers, businesses and organizational customers are segmented and targeted; how products are developed to serve customers, businesses and organizations; unique issues in the marketing of services versus goods; how customers are reached through conventional and technological channels; the sales function, including how sales processes are managed; how marketing communications programs (including advertising, publicity, sales promotion and new media) influence customers; how pricing strategies support corporate objectives, and how consumers respond to pricing; the roles of non-profit and social marketing; corporate social responsibility and sustainability in marketing; and the impact of marketing on society. Students may earn credit towards graduation for only one of the following; BA 303, MKTG 301, MKTG 301H, or MKTG 301W.
Principles of Marketing is a three credit course offered each semester across Penn State and covers terminology and important concepts related to marketing in the business environment. Domestic and international environments that impact marketing are included, with particular emphasis on the marketing environment, segmentation, positioning and targeting. MKTG 301W course objectives include providing an overview and introduction to marketing; demonstrating the relationship of marketing to other functions and processes in a business organization on an integrated basis; providing real world examples of challenges and issues related to marketing; and explaining and discussing important concepts and analytical tools in marketing. Major themes embedded in the foundation of MKTG 301W include domestic and global economic factors influencing current marketing environments; how consumer, business and organizational customers are segmented and targeted; how marketing research and information systems are used to create and guide marketing strategies; how products are developed to serve customers, businesses and organizations; how service products are developed and managed to meet customer needs; how customers are reached through various conventional and technological channels and how these sales management processes are managed; how people in the United States and other nations are influenced by marketing in the non-profit sector; how products and services are marketed to other businesses and organizational customers; how marketing communications programs, which include advertising, publicity, sales promotion and web sites, are designed to reach domestic and international customers; how pricing strategies support corporate objectives in various economic climates; and how marketing programs adapt to shifts towards global markets. Students may earn credit towards graduation for only one of the following; BA 303, MKTG 301, MKTG 301H, or MKTG 301W.
MKTG 302Marketing Techniques for Electronic Commerce3
Explores methods to implement/adapt marketing methods to the Internet; builds upon introductory marketing classes to examine what does/doesn't work. MKTG 302 Marketing Techniques for Electronic Commerce (3) This course examines the role of commerce and marketing with special focus on Internet commerce topics including: the commerce value chain, business strategies and business strategies for the global marketplace. Several Internet business models are examined. These include: business-to-business (B2B); business-to-consumer (B2C); consumer-to-consumer (C2C); and government-to-consumer (G2C); and other permutations of these models. Marketing fundamentals include market segmentation and product life cycle, and similar topics are reviewed with the emphasis on Internet implementation. Specific methods for conducting market research using the Internet as well as methods to determine who is the 'average' Internet user are examined. Advertising methods for the Internet vs. the traditional advertising mediums of TV, radio, and print, and methods to measure advertising success on the Internet are discussed. The Internet removes existing roadblocks and adds new roadblocks for businesses, thus requiring different pricing strategies. Distribution channels and methods of supply--chain management are studied. How marketers utilize e-mail, site commissions, cookies, filters, and databases is examined. Security, privacy, and ethical issues, e.g., consumers' rights to privacy and sale of consumer information, are reviewed. Finally, a market plan to migrate business functions to the Internet is developed.
Examination of the role of public relations in a company's efforts to manufacture and market its products and services. Students may earn credit toward graduation for only one of the following: MKTG 310 or MKTG 310W.
Management of marketing institutions in distribution channels from producers to consumers. Emphasis on retail institutions: location, personnel, merchandising, control, promotion.
Marketing Analytics helps students enhance skills and knowledge required for data-driven marketing decision process. The course introduces students to analytics for pricing, forecasting, different estimation techniques, calculating lifetime values, market segmentation, the impact of social network marketing and measuring the effectiveness of advertising. Through this course, data visualization and communicating data insights will be discussed as well strategic marketing decision making processes
A sales internship is a structured work experience conducted by an organization in cooperation with a Penn State college or campus. It is a learning experience that encompasses a set of specified tasks related to sales and requires the student to apply knowledge learned in an academic environment to the sales profession. A student may earn three academic credits for the successful completion of the internship. Internships may be completed within Fall, Spring, or Summer academic terms. All Internships require both organizational and faculty sponsors who oversee the student's internship experience. Companies are carefully screened to ensure that sales internships are a positive and beneficial experience. The organizational sponsor oversees the intern's work experience and is responsible for evaluating the student work performance. The faculty sponsor evaluates the intern's academic performance and authorizes the granting of academic credit upon completion of the internship. A sales internship provides students an important learning experience as they begin their journey into the work force.
Marketing theory and methods applied to profit and nonprofit service industries such as health care, finance, transportation, tourism, arts and consulting.
This course examines sustainability in marketing strategy, including real- world applications, green solutions, and using marketing principles to solve social issues. MKTG 441 Sustainability in Marketing Strategy (3) This course will examine the growing trend of sustainability and its implications for marketing in today's world and in the future. It will explore how businesses develop and implement marketing strategies to promote sustainability, and analyze how companies are performing. Businesses are increasingly applying the concepts of sustainability to their decision-making for marketing strategy. Some firms are leaders in the sustainability movement, and are motivated by ethical conviction to do well for society and the environment. Others find themselves forced by pressure from shareholders, customers, governmental regulation, and peers. Given this increased attention to the concepts of sustainability by stakeholders, businesses are also looking for future employees with an understanding of the phenomenon.
MKTG 442Sustainable Behavior of Consumers, Firms, and Societies3
Sustainability is a broad domain concerning the extent to which environmental, economic, and social practices are viable for current and future generations. Consumer awareness of sustainability issues has evolved from an emerging social movement to mainstream values, but increasing sustainable behavior remains a challenge. This course is designed to provide students with the knowledge to enhance sustainable behaviors in firms, among consumers, and in society at large. In doing so, this course will include frameworks for understanding how to influence sustainable practices, consumer response to sustainability, and marketing communication issues as well as real-world examples of sustainable practices and issues, offering both a theoretical and applied approach. The course may also include a project which will entail student teams working on a real-world sustainable behavior problem in collaboration with a business or segment of the university campus when available or other course project addressing a relevant sustainability issue. Students should leave the course with an understanding of sustainability issues in the current marketplace and the knowledge and ability to influence sustainable behaviors. Students will enter their career with the knowledge and skills to be a sustainable business decision-maker and foster sustainable behavior.
This course will focus on how companies develop, execute and measure marketing strategies and tactics to use sports teams, familities, leagues and other organizations to market their products and services domestically and internationally to consumers and business partners. The course will examine the marketing strategies employed by sports teams and leagues. MKTG 443 Sports Marketing (3)"Sports Marketing" is designed to explore how various types of businesses and other organizations market products and/or service related to sports as well as how sports are used as marketing platforms for non-sports products. Unique aspects of the sports business will be explored including how strategies and tactics related to marketing in this sector differs from other industries. The purpose of this course is to provide an overview of various aspects of sports marketing. This will include the use of sports as a marketing tool for other products, the marketing of sports products and emerging considerations that are relevant for both marketing through and the marketing of sports. Since sports involves consumers, businesses and other organizations, this courses will cover B2C as well as B2B marketing.How product, distribution, pricing and promotional programs are developed particular to this industry will be one of the primary focuses. Relationship marketing, the role of technology, sponsorships, ambush marketing, partnership leveraging, endorsements, venue naming rights, licensing and emerging legal and ethical issues will also be important focuses. A guest speaker series will provide additional professional perspectives on a variety of unique aspects of marketing particular to sports. Reading Sports Business Journal, the most highly regarded source of news by sports industry employees, will further expand this knowledge base as will current news events related to the industry. Students will be provided an opportunity to network with guest speakers and those interested in considering sports among their job search, will also be able to receive internship and career counseling from the instructional team. Students enrolled in this class will also be able to submit resumes and requests to be interviewed for internships with various sports organizations being arranged in cooperation with the Smeal Collage Corporate and Career Services Office. Students will apply what is being learned in the class to the development of a project related to sports marketing, with the added benefit of having a deliverable which can be used to further the search for jobs and/or internships in the sports business.
Buyer Behavior occupies the center of the customer-company interface. It informs the design of marketing strategy and planning by providing insights about the evolving consumer environment; consumer information processing and decision-making; consumer purchase and product usage patterns and influences; consumer attitude, consumer motivation. To address these diverse issues and concerns, consumer behavior analyses draws from related fields of economics, psychology, sociology, anthropology and other basic disciplines. Similarly, studying consumer behavior requires an extensive and diverse methodological tool kit of both qualitative and quantitative research techniques. Insights about consumers and consumption patterns help marketing professionals design products and marketing programs that resonate with consumers' thoughts, feelings, interests and motivations.
Role of international marketing in the global environment; political, economic, geographic, historical, cultural conditions; developing and implementing international marketing strategies. MKTG (I B) 445 Global Marketing (3) (IL) MKTG/I B 445 focuses on the wide range of issues, which face enterprises as they develop and execute marketing strategies and tactics, designed to support business activities in markets outside their home country. This course deals directly with these issues as they apply to firms, which concentrate on a few markets closer to home, or on many markets throughout the world, including via the Internet. This course also deals with the important role played by governments in shaping the global marketing environment, including through trade policies, treaties and marketing supports. Students successfully completing this course also gain a greater understanding of the cultural, technological, economic, political and social environments which international businesses and global marketers face as they seek to expand their product and/or service offerings into other nations. Understanding this important part of the challenge facing international businesses and global marketers is achieved through the text, lectures, and student group projects and presentations including some focused on specific countries, including both major trading partners of the United States and select emerging new markets. This course is designed for students who have an interest in these topics and/or who plan to enter fields such as international business or global marketing and/or who expect to work for businesses, which are active internationally. Class discussions and projects are designed to help students explore these topics in greater depth. A series of small group assignments and presentations will further help students apply what is being learned via problem-based learning. This is an interactive class. Therefore, a portion of the grade each student achieves will be based on class attendance and participation. Students are also expected to pay attention to examples of the issues discussed in class that they encounter during the semester in prim broadcast, and online communications. Along with material from lectures and the text, issues discussed in class will be included in the exam.
This course provides an overview of the business of sports, with an emphasis on marketing and market strategy. Particular topics include business strategy and competitive forces in sports, fan psychology, fan behavior, segmentation, targeting, positioning, sports brands, market research, fan satisfaction, licensing, facilities, technology, ethics, and careers in sports. It will provide practical case-study examples from the sports industry, and challenges students to explore solutions to a variety of business problems in sports. Students will apply concepts and frameworks from assigned readings and class discussions, to think critically about current and ongoing issues in business and marketing in the sports industry, and to present recommendations in a professional setting. Assignments and group presentations are intended to provide practical, hands-on experience, which students can leverage to enhance their value in the sports industry.
Market-oriented problems of the firm; identification and selection of market opportunities; formulation of competitive strategies; marketing policies and programs.
Brands are a potentially valuable asset to firms in Business-to-Business (B2B) and Business-to-Consumer (B2C) markets. Strong brands influence purchase and consumption by communicating value and providing differentiation in the marketplace. Effective brand management is therefore critical to maintaining the long-term profitability of products and services. This course investigates how to create profitable brand strategies by building, measuring, and managing brand equity. Theories and practical tools will address the following questions: how does branding influence purchase and consumption? how can firms build brand equity? how should brand equity be measured and managed over time? how should firms manage brands in a brand portfolio? how can firms leverage brand equity? At the conclusion of this course, students will be able to: 1) explain the fundamental concepts of branding and the role of branding in business; 2) apply branding concepts and analysis tools to managerial decision-making; and, 3) provide real-world examples of challenges and issues in branding.
In recent years, marketing has dramatically shifted from traditional (e.g., commercial, print advertising) to digital using technologies such as the Internet, social media, augmented reality, mobile, Internet of Things, and wearables. This course will introduce students to the changing landscape of marketing through a digital marketing perspective. Major topics covered are digital marketing themes, communication platforms, content marketing, digital advertising, real-time marketing, marketing automation, search engine optimization (SEO) and search engine marketing (SEM), social media, mobile, video, digital technologies, and measurement. This course helps students understand, and evaluate the digital marketing landscape to aid in effective marketing campaigns. Students will learn the fundamentals, frameworks and useful concepts developed specifically for digital platforms. How core marketing and business principles (i.e. segmentation, marketing mix, commerce) are used or have been altered will be discussed. Case studies and examples of successful and failed campaigns will be analyzed. The course utilizes group work assignments to create and present a digital marketing plan of a company, brand or specific product/service. Last, there is a large emphasis on including guest speakers from the industry.
In rapidly changing markets characterized by ever more demanding customers served by global competitors, intuitive decision making, even when honed by years of experience, is unlikely to generate superior results. Instead, successful marketers increasingly rely on Marketing Analytics, a systematic approach to applying analytical models to properly organized empirical data, with the goal of extracting true insights about the marketing environment. This course will introduce students to commonly used analytical tools in such areas as segmentation, targeting and positioning, satisfaction management, customer lifetime analysis, customer choice, product and price decisions using conjoint analysis, and text analysis and search analytics. This is a hands-on course based on the Marketing Engineering approach and Excel software, in which students will apply the tools studied to actual business situations and conduct a group project involving primary data collection and analysis. At the conclusion of this course, students will be familiar with some of the more common marketing analytics tools and be able to extract insights from marketing data using model-supported decision making.
This course is an application-oriented interdisciplinary course on new product development concepts, and innovation management. MKTG 475 Innovation and Product Management (3) This course is designed to provide students the opportunity to examine and understand the new product development process. It takes the process from the strategy and ideation stage to the after-market product launch. The course blends the perspectives of marketing, management, and engineering into a single approach to product development. It provides students with an appreciation for the realities of industrial new product development practice. Therefore, case studies and other in-class assignments are designed in a way that students can apply the theoretical/abstract concepts to the real life phenomenon. The new product development projects are assigned to teams in real life, students have the opportunity to complete the case analyses and assignments in teams. Course aims to integrate micro level new product development issues (e.g., firm-level product strategy) to macro level issues (e.g., anti-trust regulations and legislations).
Application of modern management principles to field sales force planning, organization, and administration; selection, training, and compensation plans.
Social Media Marketing tools, techniques, and strategies to build brands and customers. MKTG 480 Intermediate Social Media Marketing (3) In today's business world, marketers must become more creative in the ways in which they present their company on an Internet based platform such as Twitter, Facebook, and Linked-In in order to present increasingly relevant products and services to a more receptive customer base. The course, Intermediate Social Media Marketing, is designed to provide hands-on experiences with the use of Social Media Marketing tools and techniques while adhering to socially acceptable and ethical standards and protocols. The technology tools and platforms include but not limited to: Facebook, LinkedIn, Twitter, YouTube, Google+, Pinterest, Foursquare, Friendster, Technorati, Blogs, Vlogs, Podcats, Hootsuite, Radian6, various search engines, and QR codes. These social media tools can be used to find, reach, connect, and automate marketing messages to efficiently and effectively build relationships, stronger brands and loyalty. These technologies may be utilized with or without a fully realized marketing automation structure, allowing ideas to be shared on a global platform. Students will learn and apply the major categories of Social Media tools, the how's and why's of their use, and decide what venues to use to reach the social media marketing objectives of firms, which may include improving the content to increase online presence, brand awareness, fan likings, customer inquiries, and sales. During this course, students will devise a social media marketing plan for a local firm (or firms) that addresses (1) platform, (2) content, and (3) interaction. This course will achieve academic excellence by having students research the latest techniques and practices of social media, mobile, and direct marketing to build a social media marketing plan for a local firm (or firms) to expand its markets. Students will be analyzing a firm's current traditional and social media marketing practices, and short-term and long-term goals for its target markets.
MKTG 495APenn State Prime Practicum: Brand Management and Campaign Strategy3
Penn State Prime is designed to give students hands-on, practical experience between brand ("client side") and ad agency ("agency side") while taking on a real consumer marketing challenge. Teams live out the journey from client-agency initial engagement, consumer insights to campaign development. In doing so, students apply skills developed in departmental workshops, marketing-related coursework, and other relevant experiences. Unlike traditional courses, students adopt specific roles on the client or agency side, and receive mentorship from a client or agency executive, teaching assistants, and the instructor. The goal of the practicum is to enhance and refine each student's ability to excel in the future by experiencing the real-world challenges and "messiness" of brand management and advertising in a semi-guided context. While a traditional course design would focus on specific aspects of client side and agency side topics such as brand, advertising, and promotion management, Penn State Prime's project team environment gives students the opportunity to utilize real-world exposure to pull content together.
Development of a marketing management focus, including market analysis, competition analysis, and decisions in pricing, product, promotion, and distribution channels.
Role of international marketing in the global business environment; development of marketing plans and implementation strategies under differing socio-economic conditions.
Modern organizations rely on data to understand markets and customers. Data-driven business decision-making isn't a fad, it's a requirement for business success. MKTG 519 will prepare students to collect business data, including the methods, techniques and practices associated with quantitative and qualitative studies. Students will learn how to align research with information needs, select the appropriate method of collection, design a sample and recruit participants, craft and administer questionnaires, and apply experiments to assessing business topics. Likewise, students will learn about various qualitative research techniques and the role a discussion guide plays in gathering this type of data. Data privacy and research ethics are also covered.
MKTG 521Scientific Marketing Analysis and Implementation2
An introduction to the tools used, rationale for, and the practice and implementation of a variety of current marketing techniques. MKTG (MS&IS) 521 Marketing Engineering (3) This course deals with concepts, methods, and applications of decision modeling to address such marketing issues as segmentation, targeting and positioning, new product design and development, advertising, sales force and promotion planning, and sales forecasting. The course is designed for MBAs as well as for students in engineering and related disciplines who have some background in or understanding of marketing principles, and exposure to spreadsheet programs such as EXCEL.Unlike conventional capstone marketing courses that focus on conceptual material, this course will attempt to provide skills to translate conceptual understanding into specific operational plans--a skill in increasing demand in organizations today. Using market simulations and related exercises tied to PC-based computer software, students will develop marketing plans in various decision contexts.Specifically, the course objectives are to: Provide students with an understanding of the role that analytical techniques and computer models can play in enhancing marketing decision making in modern enterprises. Improve students' skill in viewing marketing processes and relationships systematically and analytically. Expose students to numerous examples demonstrating the value of the analytic approach to marketing decision making. Provide students with the software tools that will enable them to apply the models and methods taught in the course to real marketing problems. The course will be of particularly valuable to students planning careers in marketing and management consulting. The course is designed for students with some background in quantitative methods as well as some exposure to basic marketing concepts.Class sessions will be devoted to probing, extending and applying the material in the readings and the cases. We will use the "Tell-Show-Do" sequence to give you hands-one experience in using the course materials for making marketing decisions. It is your responsibility to be prepared for each session as detailed in the course outline. Each one of you will benefit from belonging to a "study group" that meets and prepares for each session before coming to class.
The course objectives are to demonstrate to students the benefits of using systematic and analytical approaches to marketing decision-making, and to build their skills and confidence in undertaking such analyses and decision-making in a modern enterprise. The analytical approaches covered in the course will enable students to identify alternative marketing options and actions that enhance business performance, predict the expected market and consumer reactions associated with potential marketing actions undertaken by a business, calibrate the opportunity costs associated with each action, and choose one or more actions that have the highest likelihood of achieving established business goals. The course will help students to develop skills that will enable them to propose and justify marketing expenditures using a Return on Investment (ROI) logic that businesses are increasingly asking of their executives. This course builds on the basic business analytics concepts and methods that business students are expected to have. The topics covered include a range of analytical concepts and tools associated with various aspects of marketing, including segmentation, targeting, positioning, product design, short-term and long-term forecasting, marketing resource allocation, search engine advertising planning, social influence measurement, A/B testing, and attribution analysis.
Introduce theories and concepts from psychology, sociology, economics, and other disciplines that are useful in understanding and marketing to consumers.
To explore the conceptual and applied dimensions of marketing management. MKTG 556 Marketing Management (3)This course is a seminar course, so class involvement will be a major component. In addition, students will be expected to prepare two papers. The first will be a journal submission review; the second will be the written version of each student's research proposal. Academics need to understand journal reviewing, and they need to develop research ideas and write about them. Students will also be expected to prepare and perform two oral presentations. The first will be the presentation discussed in the session description below and will be a part of their class participation. The second will be an oral form of the student's research presentation. Students need to be able to communicate their ideas, and it is hoped that having an oral presentation of their proposals before the written presentation will also help them improve their proposal. Finally, there will be an examination at the end of the course. Each class session, with the exception of the first and last class periods, will be devoted to an important topic in the marketing management domain. For each class period, other than the two exceptions, students will read around 7 papers. The papers will be a mix of classical, seminal works and recent, cutting-edge works in the assigned area. The bulk of the class period will be devoted to discussion of the articles assigned. Discussion will be devoted to a) why the article is important, b) good points of the article, c) bad points of the article, and d) research ideas that the article might suggest or engender. In addition, one student per week will be responsible to find, prepare, and present another published paper that deals with the weeks' issues ; this presentation will be part of the student's participation grade. The last few minutes of each class will be devoted to a discussion by the instructors of where research in the assigned area is going and some interesting open research questions in the area. The two exceptions among the class periods will be the first and last class. In the first class, we will have an introduction to research in marketing management and this particular Ph.D. seminar, while the last class will be devoted to allowing the remaining students to present their research proposals.
Formal courses given on a topical or special interest subject which may be offered infrequently; several different topics may be taught in one year or term.
MKTG 811Driving Business Success with Marketing Analytics3
Data-driven marketing is essential for today's business success. MKTG 811 prepares students with the fundamental skills to successfully leverage marketing data in business decision making and strategy. Students will learn how to map data to marketing challenges, apply basic statistics to marketing analyses, report results in meaningful ways, and support organizations in effectively leveraging marketing data. Special emphasis is given to translating data into meaningful and actionable business insights. This course does not assume any prior knowledge in statistics.
MKTG 812Evaluating Marketing Communications in the Digital World3
This course provides students with the basic principles, procedures, and objectives of using analytics to assess digital marketing communications. Course content focuses on key areas of marketing communication evaluation, including audience engagement, messaging and content effectiveness, campaign reach and influence, marketing mix allocation, social sentiment and impact, and mobile and website user experience. Students will gain practical experience with a variety of analytic tools and software.
MKTG 813 focuses on leveraging marketing data to support acquiring, developing relationships with, and retaining customers. Through the lens of the Customer Lifecycle, students will learn key data analytic techniques for targeting the right customers, engaging them and moving them through the path to purchase, identifying customer profitability and customer lifetime value, managing challenges such as customer churn, and building and managing customer loyalty programs.
MKTG 814Analytics for Brand Management and Customer Experience3
MKTG 814 prepares students to apply marketing data analytics in support of brand and product success. The course familiarizes students with analytics for brand and product positioning, brand equity and loyalty, price optimization, and enhancing the customer experience. Special emphasis is placed on data visualization and communicating data insights in ways meaningful for strategic business application.
MKTG 815Marketing Data Integration to Create Consumer Insights3
This course provides students with an overview of current principles and practices in data visualization and reporting. Students will learn how to translate data results into actionable insights and communicate these findings in ways that facilitate attention, interest, understanding, and strategic application. Course topics include developing insights, data storytelling, presenting data visually, and designing effective data deliverables. This capstone course provides students with the opportunity to integrate skills learned throughout the Master's program. In a project spanning the semester, students will select data to address a specific marketing challenge, analyze the data and develop insights, and communicate the results in an engaging and strategic deliverable.
This course is designed to provide students with an understanding of how to successfully leverage data and analytics to support Business-to-Business (B2B) marketing success. This course will cover key elements of B2B marketing analytics, including collecting relevant data and using it to support customer segmentation, brand management, product development, customer experience, and pricing strategies.
This course focuses on the analytical, decision making, and planning concepts, frameworks, and tools available to market, product, and brand managers regarding innovation and new product development.
This course is designed to provide students with a framework for value creation and delivery in business-to-business (B2B) markets. The course introduces basic concepts and theories of B2B marketing, includes application to various strategic B2B marketing decisions, and offers an overarching framework for B2B marketing strategy formation. The applied nature of the course is reflected in the focus on tools and frameworks, the use of case studies, cameos by B2B industry leaders, and assignments encouraging students to creatively approach and solve B2B marketing problems and make decisions that foster organic growth.
MKTG 833 focuses on transactions between organizations, i.e., "Business-to-Business" (B2B) markets, which are critical to the growth and health of the economy, and an essential part of economic life. In most years, the $ volume of transactions between businesses exceeds transactions that are Business-to-Consumer (B2C). The bulk of online business is B2B. Yet, B2B markets differ fundamentally from B2C markets. In this class, students learn the language, concepts, theories, principles, and best practices of modern B2B marketing. The course follows a proven template for developing B2B marketing strategy to drive business results. This framework is called the Value Delivery Framework, and covers building a value understanding, strategy formulation, the design of customer value, the communication and delivery of customer value, and life-cycle management.
MKTG 842 focuses on the analytical, decision making, and planning concepts, frameworks, and tools available to market, product, and brand managers regarding innovation and new product development. The course covers strategic topics on innovation and new product development. In doing so, the course broadly tracks the new product development process including opportunity identification, idea generation methods (both within and crossing firm boundaries such as design thinking, open innovation, and crowdsourcing), concept evaluation and selection, product design, product use testing and prototyping, innovation adoption and diffusion, and sales forecasting. Topical issues such as technological developments relevant to innovation and new product development are covered as well. Students learn the fundamental concepts of innovation and new product development, how to apply tools and frameworks to business situations, such to formulate an appropriate approach to innovation and strategic new product needs, and how to apply qualitative and quantitative techniques to conduct business analysis at various stages of the new product development process in a hands-on team new product development project. Through lectures, case discussions, and a variety of experiential learning methods, the course provides an in-depth understanding of real-world challenges in innovation and new product development.
