Master of Science in Marketing Course Descriptions

Course

Description

MKT 6301 (SYSM 6318) Marketing Management (3 semester hours) Overview of marketing management methods, principles and concepts including product, pricing, promotion and distribution decisions as well as segmentation, targeting and positioning. (3-0) S
MKT 6309 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  MKT 6321 interactive & Digital Marketing (3 semester hours) Introduction to the theory and practice of interactive and digital marketing. Topics covered include: online-market research, consumer behavior and segmentation considerations; websites, search advertising, search engine marketing, email, mobile, video and social networks. Prerequisite: MKT 6301 or consent of instructor. (3-0) T
MKT 6323 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. Topics include: handling, creating and reading datasets, LifeTime Value, RFM and response analysis. In addition, students will learn to use SAS software. Prerequisites: MKT 6301 and OPRE 6301 or consent of instructor. (3-0) Y
MKT 6328 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 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. (3-0) Y
MKT 6330 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 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: MKT 6301 or consent of instructor. (3-0) T
MKT 6337 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. Prerequisites: MKT 6301 and OPRE 6301 or consent of instructor. (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 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 and theoretical foundations of Marketing engineering. Topics will include: introduction of marketing models, product diffusion models, advertising and communication models, sales force allocations 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, 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

Other Area Courses

Course

Description

ACCT 6201 FIN 6301 (SYSM 6312) Financial Management (3 semester hours) Theoretical and procedural considerations in the administration of the finance function in the individual business firm; planning, fundraising, controlling of firm finances; working capital management, capital budgeting and cost of capital. Pre-/Corequisite: OPRE 6301; AND Pre-/Corequisite Acct 6201 OR Prerequisite Acct 6305, OR Consent of Instructor. (3-0) Y
ACCT 6305 Accounting for Managers (3 semester hours) Fundamental concepts in accounting and financial reporting are presented from the perspective of business managers. May not be substituted for, or taken for program credit in addition to, ACCT 6201 or ACCT 6202. (3–0) S
ENTP 6382 Professional Selling (3 semester hours) Theory and application of the principles of professional selling in the entrepreneurial environment, including: 1) the role of the sales function in entrepreneurial ventures; 2) customer behavior, purchase motivations and the situational, psychological and social factors affecting buyer response; 3) methods for building trust and relationships; 4) recognizing and managing personality and communication styles; 4) managing the social, ethical and legal factors involved in the selling process; 5) preparing and delivering compelling presentations, 6) managing customer concerns and earning customer commitment; 7) managing time effectively and networking productively, 8) managing existing customers and expanding the client base, and 9) recruiting, training, compensating, motivating and monitoring the entrepreneurial sales force. Prerequisite: ENTP 6370 (3–0) Y
FIN 6301 (SYSM 6312) Financial Management (3 semester hours) Theoretical and procedural considerations in the administration of the finance function in the individual business firm; planning, fundraising, controlling of firm finances; working capital management, capital budgeting and cost of capital. Co–prerequisites: OPRE 6301and ACCT 6201, or consent of instructor. (3–0) S
IMS 6310 International Marketing (3 semester hours) This course aims at preparing students to appreciate the international marketing by understanding both theoretical and practical issues involved. This course covers the fundamentals and evolution of international marketing, the environment of international marketing, foreign entry methods, evaluation of market potential, management of international marketing mix , consumer behavior and international strategic marketing planning. Students will also learn the reasons why international marketing is important for success in international business and for finding personal career opportunities. Prerequisite: MKT 6301 or consent of instructor. (3–0) Y
IMS 6314 Global E–business Marketing (3 semester hours) This course aims at preparing the students for managing global e–business activities within the framework of accelerated trends for globalization. International aspects of E–business have become more important due to the variables in legal and regulatory regimes, the state of the communications infrastructure and differences in culture; including language and perception of the benefits of the Internet. Students will be prepared to understand the worldwide unevenness in the adoption and use of E–business globally and develop ability to customize and personalize the Internet experience to use at their employment in the field. Prerequisites: MKT 6301 or consent of instructor. (3–0) T
MIS 6309 MIS 6309 Business Data Warehousing (3 semester hours) The course will discuss data warehousing principles and techniques, and introductory business intelligence. It includes topics such as data warehouse design, Extract-Transform-Load (ETL) framework, data cubes, and data marts. Reporting and business intelligence using data warehouses will also be covered. The course currently uses SAP as a tool to illustrate these concepts. (3-0) Y
MIS 6324 (HCMT 6334) MIS 6324 Business Intelligence Software and Techniques (3 semester hours) This course covers theories and applications of business intelligence. The focus is on extracting business intelligence from firms’ business data for various applications, including (but not limited to) customer segmentation, customer relationship management (CRM), personalization, online recommendation systems, web mining and product assortment. The emphasis will be placed on the ‘know-how’ — knowing how to extract and apply business intelligence to improve business decision-making. Students will also acquire hands-on experience with several business intelligence software such as XL miner, SAS Enterprise Miner and SQL Server2008 (depending on availability). This class is required for the SAS certificate in data mining. Students may not receive credit for both HMGT 6334 and MIS 6324. (3-0) Y
MIS 6326 (ACCT 6337) MIS 6326 (ACCT 6337) Data Management (3 semester hours) Database theory and tools used to manage accounting data and other information are introduced. Topics include relational database theories, Structured Query Language (SQL), database design and conceptual/semantic data modeling. A client/server database environment is developed with a selected SQL server and a database application development tool. May not receive credit for both ACCT 6337 and MIS 6326. (3-0) Y
MIS 6334 Advanced Business Intelligence (3 semester hours) This course is SAS based and is part of the 4–course curriculum for the SAS data mining certificate program. It will cover the topics as required by the SAS certificate program including data manipulation, imputation, variable selection, SAS/STA, SAS/ETS, SAS/QC (DOE) and various SAS stat modules. Students will also learn various advanced business intelligence topics including business data analytics, model analytics, customer analytics, web intelligence analytics, business performance analytics and decision making analytics. Tools to be used include SAS, Weka and spreadsheet modeling. Prerequisite: OPRE 6301,MIS6324 (3–0) Y
OPRE 6301 OPRE 6301 (SYSM 6303) Quantitative Introduction to Risk and Uncertainty in Business (3 semester hours) Introduction to statistical and probabilistic methods and theory applicable to situations faced by managers. Topics include: data presentation and summarization, regression analysis, fundamental probability theory and random variables, introductory decision analysis, estimation, confidence intervals, hypothesis testing, and One Way ANOVA (Some sections of this class may require a laptop computer). (3-0) S
OPRE 6332 Spreadsheet Modeling (3 semester hours) This course introduces the basic concepts of model building and encourages students to take an analytic view of business decision making. The electronic spreadsheet is used as the principal device for building models, and the course covers the concepts of effective spreadsheet design and use. With that background, students acquire knowledge about specific decision making techniques for business, such as optimization and simulation, and build spreadsheet models to identify choices, formalize trade–offs, specify constraints, perform sensitivity analyses, and analyze the impact of uncertainty. Applications in finance, economics, marketing, and operations are examined in depth. Prerequisite: OPER6301 or OPER6302 or with the consent of instructor. (3–0) R
OPRE 6362 (SYSM 6311) Project Management in Engineering and Operations (3 semester hours) Systems project management is the discipline of planning, organizing and managing resources to bring about the successful completion of specific project goals and objectives. The course will cover critical path methods for planning and controlling projects including time and cost tradeoffs, resource utilization, organizational design, conflict resolution and stochastic considerations. (3-0) Y
OB 6301 Organization Behavior (3 semester hours) The study of human behavior in organizations. Emphasizes theoretical concepts and practical methods for understanding, analyzing, and predicting individual, group, and organizational behavior. Topics include work motivation, group dynamics, decision making, conflict and negotiation, leadership, power, and organizational culture. Ethical and international considerations are also addressed. (3–0) S