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For
students starting the MBA program as of Fall 2004, the
concentration in marketing is 12 credits.
For
students enrolled in the MBA program before Fall 2004,
the concentration in marketing is 9 credits.
Credit
hours follow the course title.
Please
note: at the end of the course descriptions, there is a
special section with suggestions for grouping the electives in banking
and finance for specific
career tracks.
Concentrations: Marketing Course Listing
[show all descriptions]
MAND 432: Marketing For Nonprofit Orgs
- 3.0
This course provides students with a comprehensive overview of the principles and techniques of nonprofit marketing and with an understanding of the multiple contexts in which they are applicable--marketing of products and services, marketing to potential funders, marketing of ideas and behaviors (social marketing and advocacy). The focus of the course is on managerial decision-making to achieve organizational objectives and enhance organizational viability. Eligible for M.B.A. credit.
MKMR 405: Industrial/New Technologies Marketing
- 3.00
This course focuses on concepts and practices of business-to-business marketing of products and services. It also examines how rapid technological change impacts industrial markets. Topics covered include: buyer-seller relationship building, competitive bidding, developing markets for new materials and value-based pricing strategies. Marketing to the government, marketing of intellectual property and marketing-R&D-manufacturing interface issues will also be explored.
MKMR 406H: Sales Force Management
- 3.0
MKMR 407: Marketing Through the Supply Chain
- 3.00
This course views the supply chain (including the distribution channels) as a multi-organization business system that enables customers at all points in the system to acquire the benefits/value they want in the way they want to acquire them. It is a collaborative human network creating customer and shareholder value throughout the system. Strategic and tactical management topics include specifying customer desired value, assessing network members' (suppliers, producers, distributors, and customers) abilities to create it, and consequently allocating decisions, tasks, and rewards to members. Emphasis is on structure, communication, motivation, and control/discipline to encourage effective implementation throughout the supply chain system.
Offered as MKMR 307 and MKMR 407 and OPMT 407.
MKMR 410: Marketing Research for Decision Making
- 3.00
This course stresses the generation and use of marketing information for a range of managerial decisions, including identifying and defining marketing performance and improving understanding of marketing as a process. This course discusses contemporary approaches for defining marketing information needs, designing methods for information collection and making sense of obtained results. The course utilizes lecture/discussion, case analysis, and a field project to develop skills in defining and solving marketing problems.
MKMR 411: Consumer Behavior
- 3.0
This course addresses micro and macro issues in consumer behavior which are essential for managers seeking to analyze and influence consumer decision making. The course focuses on how consumer behavior analysis can be used to develop effective marketing techniques and strategies. This involves developing an understanding of consumer behavior from a variety of perspectives, identifying the major factors that influence how consumers process and learn, marketing communications, managing consumer satisfaction, and developing an understanding of purchase decision making and its implications for marketing strategy. Emphasis is placed on designing persuasion strategies, enhancing brand memory, consumer profiling, analyzing consumer trends, and customer relationship management. Prereq or Coreq: MKMR 403.
MKMR 412: E-Marketing
- 3.0
Using a combination of lectures, cases, and hands-on projects, the course examines how the Internet influences all the key aspects of marketing, including marketing strategy, pricing, advertising, segmentation, marketing research, retailing, distribution channels, and international marketing. Additionally, the course will cover more Internet specific topics such as privacy, wireless web, sales force automation, and emarketplace models. The course incorporates both business-to-business and business-to-consumer outlooks.
MKMR 413: Services Marketing
- 3.0
The service sector contributes to greater than 50% of the U.S. GNP and total employment. By all accounts, global markets are experiencing a strong surge in demand for services and there is increasing competitive intensity among service organizations. In contrast to consumer and industrial products, managing and marketing services pose unique challenges to managers and the service organization. These include understanding service customer needs, managing internal service quality, creating effective organizational blue-prints for service delivery, and building organization and brand equity to create sustainable competitive advantages. These challenges are best overcome through a systematic and thoughtful study of services marketing and developing frameworks to guide strategy development and implementation. Prereq: MKMR 403 or MBAC 424.
MKMR 420: Health Systems Marketing
- 3.0
MKMR 421: Product and Brand Management
- 3.00
Established products and brands typically provide the majority of firms' earnings. If carefully managed, these products also are a significant source of growth and future earnings. This course focuses on the role of a Product/Brand Manager in profitably managing a firm's existing offering. Students identify areas for growth (or decline) within a firm's mature product lines, devise ideas to capitalize on growth potential or address decline, develop and assess concrete marketing initiatives, and determine the financial impact of alternative plans. The course uses a combination of case analysis, lecture/discussion and guest speakers, allowing students to develop their repertoire of quantitative and qualitative marketing decision skills.
MKMR 430: Marketing Problem-Solving
- 3.0
The objective of this course is to build skills for effective problem solving in practical, real-world marketing situations. Utilizing case studies, online databases and secondary data, the course focuses on contemporary analytical approaches that provide insights into, and clarify the underlying dynamics of marketing phenomenon. Marketing decisions discussed cover consumer and industrial marketing problems. This course is intended for students who are interested in data-based-decision-making tools for solving marketing problems.
MKMR 450B: Entrepreneurial Marketing-M.B.A.
- 3.0
This course addresses the entrepreneurial/intrapreneurial process of commercializing an idea for a market opportunity. Students select an opportunity and develop a deployable, one-year market entry program and a five-year strategic marketing program. Emphasis is on the entrepreneurial marketing decision process, including defining the business, defining the market, specifying customer perceived value, assessing competitive capability and advantage, identifying and properly using secondary and primary information, and deploying marketing programs throughout the organization and the supply chain. Prereq: MKMR 403 or MBAC 424.
MKMR 460: Marketing Communications Mgmt
- 3.0
This course provides a sound understanding of management of an organization's total marketing communications. The focus is on identifying appropriate strategies and tactics for effectively communicating with end consumers and other stakeholders/publics, in order to manage the firm's brand equity and its market, industry and societal positioning. Students examine the roles of advertising, sales promotion, point-of-purchase efforts, and public relations, and emerging direct marketing technologies. They work with developing and managing these elements as part of an overall, synergistic communications strategy. Marketing communications for ongoing as well as crisis situations are developed. Multiple perspectives on evaluation of the effectiveness of marketing communications are introduced. Topics addressed include: integrated marketing communications, brand equity management, corporate communications strategies, public relations management, and crisis management. Prereq: MKMR 403.
MKMR 475: Supply Chain Logistics
- 3.00
The focus of this course is on the effective management of a firm's downstream processes in the supply chain that deliver goods and services to customers. Concepts, methods, and strategies are presented that can lower supply chain costs while maintaining or improving customer service. In addition, ideas for using the supply chain for competitive advantage leading to revenue enhancement are discussed. Adding value for customers is the objective. Key topics include transportation planning, inventory management, network design, and customer service goal setting.
Offered as MKMR 475 and OPMT 475.
MKMR 476: Supply Management in the Supply Chain
- 3.00
The focus of this course is on the effective management of a firm's upstream supply chain processes that provide it with the services and physical goods needed for product and service creation and distribution. The primary objectives of the course are: 1) to understand the complexity of inter-firm and intra-firm coordination in implementing cutting-edge supply chain programs such as vendor managed inventories, third-party logistics, mass-customization, quick response, and strategic alliances; 2) to develop the ability to design efficient supply systems and formulate integrated supply strategies so that all components are synchronized to fit a firm's competitive environment, market needs, and overall corporate strategies; and 3) to impart analytical skills necessary to develop effective solutions for a variety supply management problems.
Offered as MKMR 476 and OPMT 476.
Please note: the faculty of the marketing division recommend combining specific marketing electives for the following career tracks:
Brand Management
- MKMR 410: Marketing Research for Decision Making
- MKMR 411: Consumer Behavior
MKMR 421: Product and Brand Management
- MKMR 460: Marketing Communications Management
Plus one of the following
- MKMR 412: E-Marketing
- MKMR 450: Entrepreneurial Marketing
Industrial Marketing
- MKMR 405: Industrial and New Technologies Marketing
- MKMR 407: Supply Chain Management
- MKMR 410: Marketing Research for Decision Making
Plus one of the following
- MKMR 412: E-Marketing
- MKMR 421: Product and Brand Management
- MKMR 450: Entrepreneurial Marketing
Marketing Research
- MKMR 410: Marketing Research for Decision Making
- MKMR 411: Consumer Behavior
- MKMR 460: Marketing Communications Management
- MKMR 430: Advanced Marketing Problem Solving
Plus one of the following
- MKMR 412: E-Marketing
- MKMR 421: Product and Brand Management
- MKMR 450: Entrepreneurial Marketing
Management Consulting
- MKMR 405: Industrial and New Technologies Marketing
- MKMR 407: Supply Chain Management
Plus one of the following
- MKMR 412: E-Marketing
- MKMR 421: Product and Brand Management
- MKMR 450: Entrepreneurial Marketing
- MKMR 430: Advanced Marketing Problem Solving
Healthcare Marketing
- MKMR 407: Supply Chain Management
- MKMR 410: Marketing Research for Decision Making
- MKMR 420: Healthcare Marketing
Plus one of the following
- MKMR 421: Product and Brand Management
- MKMR 450: Entrepreneurial Marketing
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