| MKT 6301 (SYSM 6318) |
Marketing Management (3 semester hours) Overview of marketing management methods, principles and concepts including product, pricing, promotion and distribution decisions. (3–0) |
| MKT 6309 |
Marketing Research (3 semester hours) Methods employed in market research to understand consumer behavior to enable better marketing decision–making. Topics include focus groups, understanding different sources of secondary data, questionnaire design, design of experiments, sampling plans, and data analysis using statistical techniques. In addition, the course will cover attitude measurement, and market research on the Internet. Prerequisites: MKT 6301 and OPRE 6301, or consent of instructor. (3–0) Y |
| MKT 6320 |
New Technology Forecasting (3 semester hours) Market analysis and demand forecasting of new technologies. Diffusion theory including Bass Model and extensions: multiple generations of technologies, effects of decision variables, and learning. Applications to new and developing high technology products and services. Use of software and computer programs. (3–0) T |
| MKT 6310 |
Consumer Behavior (3 semester hours) An exposition of the theoretical perspectives of consumer behavior along with practical marketing implications. Study of psychological, sociological and behavioral findings and frameworks with reference to consumer decision making. Topics will include the consumer decision making model, individual determinants of consumer behavior and environmental influences on consumer behavior and their impact on marketing. Prerequisite: MKT 6301 or consent of instructor. (3–0) Y |
| MKT 6321 |
Interactive & Digital Marketing (3 semester hours) Introduction to the theory and practice of interactive and digital marketing. Topics covered include: market research, consumer behavior and segmentation considerations; privacy issues and technology overview; interactive kiosks, websites, search advertising, search engine optimization, email, mobile, video and social networks. Prerequisite: MKT 6301 or consent of instructor.(3–0) T |
| MKT 6323 |
Database Marketing (3 semester hours) Techniques to analyze, interpret, and utilize marketing databases of customers to identify a firm’s best customers, understanding their needs, and targeting communications and promotions to retain such customers. In addition, students will learn to use SAS software.
Prerequisites: MKT 6301 and OPRE 6301, or consent of instructor.(3–0) Y |
| MKT 6328 |
Product Management (3 semester hours) Introduction to the theory and practice of product management. The course covers the management and marketing of new or existing products. Topics include: considerations and managing of the product, pricing, promotions and placement throughout a products lifecycle; competitive analysis and strategies; budgeting and forecasting; product line extensions and portfolio management.
Prerequisite: MKT 6301 or consent of instructor.(3–0) T |
| MKT 6329 |
New Product Development (3 semester hours) Development and introduction of new products. Topics include product positioning, screening, concept development, test marketing, and branding strategies. Further students will learn to use conjoint analysis for new product development, measurement of brand equity, product line extensions, and management of services. Prerequisite: MKT 6301 or consent of instructor. (2–0)Y |
| MKT 6330 |
Brand Management (3 semester hours) To study the role and philosophy of brand management in the strategic marketing process and the resulting effects on strategic and marketing decisions. Topics will include the strategic brand building process, segmentation and positioning for building brands, consumer behavior, brand information systems, building brand equity and the application of brand management using marketing principles. Prerequisite: MKT 6301 or consent of instructor.(3–0) Y |
| MKT 6331 |
Sales Management (3 semester hours) Techniques of sales management with emphasis upon selection, training and evaluating sales performance. Prerequisite: MKT 6301 or consent of instructor.(3–0) T |
| MKT 6332 |
Advertising and Promotional Strategy (3 semester hours) The process of formulating promotional strategy with particular emphasis on advertising and sales promotions. Topics include behavioral theories of communication, budgeting, media selection, scheduling of advertisements, measurement of advertising effectiveness, and management different types of sales promotions. Students analyze grocery scanner data to evaluate the effectiveness of promotions. Prerequisite: MKT 6301 or consent of instructor. (3–0) Y |
| MKT 6333 |
Channels and Retailing (3 semester hours) This course will study the design and implementation of channels of distribution, with particular emphasis on retailing, including electronic retailing. Topics covered will include channel coverage strategies, pricing and promotion in channels, retail services, location decisions, franchising and legal issues in channels. Prerequisites: MKT 6301 and OPRE 6301 (3–0) T |
| MKT6335 |
Advertising Research (3 semester hours) An introduction to advertising research designs and procedures. Topics include the acquisition, evaluation, and analysis of information needed for informed advertising decision making and planning. Also covered are methods used in developmental advertising research, pre–testing advertising messages, post campaign (tracking studies) testing, concept testing, surveys, focus groups, attitude change studies and sources of secondary data. Prerequisite: MKT 6301 or consent of the instructor.(3–0) T |
| MKT 6336 |
Pricing (3 semester hours) Techniques to price durable goods, packaged goods and services. Topics include: perceived value pricing, bundling, price discrimination, product–line pricing, dynamic pricing over the products’ life–cycle, pricing through the marketing channel, and competitive pricing. In addition to microeconomic approaches to pricing, behavioral approaches to pricing will also be covered. Pricing decisions will be analyzed using spreadsheet analysis. Prerequisites: MKT6301 or consent of instructor. (3–0) T |
| MKT 6337 |
Marketing Analytics using SAS (3 semester hours) This course is designed for a career in marketing analytics in which students analyze data from large databases to make important marketing decisions.These methods are commonly employed in online marketing, in grocery stores, and in financial markets. Students will acquire knowledge about the tools and software that are used to understand issues such as who the profitable
customers are, how to acquire them, and how to retain them. The tools can also be used to manage brand prices and promotions using scanner data as is done in supermarkets. Prerequisite: MKT 6301. (3–0) Y |
| MKT 6338 (ACCT 6378 and MIS 6378) |
Customer Relationship Management (3 semester hours) Increasing emphasis on customer relationship management makes it imperative for managers to understand the methods and metrics (including the tools and software) that are used to measure customer lifetime value, acquire and manage profitable customers. This course highlights the profit implications of different acquisition and retention strategies. The focus is on implementing a complete customer relationship management strategy. Prerequisite: None. (3–0) Y |
| MKT 6339 |
Capstone Marketing Decision Making (3 semester Hours) This is a simulation based course where students form groups and compete for market share, profits, and stock price in a competitive fictional market. Teams make tactical decisions about production quantity, price, advertising, sales force allocation and develop new product specifications to compete with other teams for different segments in the market place. The course provides a hands–on experience in marketing decision making and allows students to integrate the knowledge they learned to make more effective decisions. Prerequisite: MKT 6301. (3–0) Y |
| MKT 6340 |
Marketing Projects (3 semester hours) Sponsored by local industries, these projects provide the students an opportunity to apply the skills and knowledge gained to solve real world challenging problems in the area of marketing. Students work in a team environment, interact with industry leaders and gain some industry specific knowledge. Subject to availability, check with Marketing Area before enrolling. Prerequisite: MKT 6301, 6309, 6310 or consent of instructor (3–0) T |
| MKT 6350 |
Competitive Marketing Strategy (3 semester hours) Students learn how firms develop their marketing strategy to compete effectively in different situations. Using game theory principles, they will be exposed to competitive strategies in new emerging markets, mature markets, and on the Internet. Prerequisites: MKT6301 or consent of instructor (3–0) T |
| MKT 6360 |
Services Marketing (3 semester hours) To study the growing field of services marketing as a separate and distinct area of marketing thought and practice and its influence in competitive markets. The focus will be on three main services marketing areas, the service customer, the service company and the integration of marketing, human resources and operations within the service system. The course is intended to help analyze and judge the merits of services marketing strategies and assist in making strategic decisions in both business and consumer services industries. Topics will include: relationship marketing and the customer mix, understanding the service customer, external service quality: service design and delivery, the service brand, service strategy: technology and innovation, international services marketing, pricing and promotion of services. Prerequisite: MKT 6301 or consent of instructor (3–0) Y |
| MKT 6362 |
Marketing Engineering (3 semester hours) To study the field of marketing engineering from the perspective of quantitatively–based marketing models, with an emphasis upon those related to marketing mix variables and new product forecasting. This course will also examine the historical development of quantitatively based marketing models and their use and application in marketing decision–support systems.
Companies are increasingly using and applying the modeling approach to marketing decision making. This course will examine the practical & theoretical foundations of Marketing engineering. Topics will include: introduction of marketing models, product diffusion models, advertising and communication models, sales force allocation and sizing models, stochastic models of brand choice, etc. Prerequisite: MKT 6301 or consent of instructor.(3–0) Y |
| MKT 6365 |
Marketing Digital Lab (3 semester hours) This course provides hands on training with different applications frequently used by marketing/advertising companies and agencies. The lab covers the use of social media listening platforms (i.e. NetBase), data visualization, blogging (i.e. WordPress), YouTube, Mobile QR codes & apps and Paid Search campaigns (i.e. Google AdWords). Prerequisite: MKT 6301, 6321 or consent of instructor (3-0) T |
| MKT 6380 (ENTP 6380) |
Entrepreneurial Marketing (3 semester hours) Addresses the marketing challenges facing the entrepreneurial firm, including the introduction and marketing of new products and services without the benefit of an established channel infrastructure or customer base. Topics include the development of marketing strategies, channel selection and design, product positioning, competitive pricing strategies, advertising
and promotion within the framework of the resource limitations inherent in an entrepreneurial startup. This course is equivalent to ENTP 6380 and only one of these may count toward a degree. Prerequisites: MKT 6301 and ENTP 6370 or consent of the instructor. (3–0) T |
