| MRKT 600 |
Marketing Management (3) |
An introduction to marketing management techniques. Emphasis is on achieving an organization's marketing objectives by creating value for individual consumers and organizational customers. Discussion covers planning, decision making, marketing goals, and metrics. Topics also include consumer behavior, competitive strategies, marketing communications (e.g., advertising, digital marketing), marketing research, pricing, and distribution. |
| Start date has passed. Please register for the next start date. |
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24999 |
9040 |
10 Jan 2024-02 Apr 2024 |
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Open |
Online |
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Faculty: Kucher, James H |
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Syllabus |
Course Materials
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| MRKT 601 |
Legal and Ethical Issues in Marketing (3) |
An overview of the legal and ethical environment of marketing. Topics include consumer privacy, ethical responsibilities, fair advertising, free speech, global marketing, intellectual property, and regulatory issues. |
| Start date has passed. Please register for the next start date. |
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25000 |
9040 |
10 Jan 2024-02 Apr 2024 |
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Open |
Online |
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Faculty: Brown, Ronald A |
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Syllabus |
Course Materials
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| MRKT 602 |
Consumer Behavior (3) |
A study of the cognitive and behavioral bases underlying consumers' buying preferences and decision processes, intended for managers and administrators who have to evaluate the efficacy of the firm's marketing plan. Emphasis is on the role of the communications strategy (for example, advertising, promotion, public relations) in achieving the overall marketing objectives. |
| Start date has passed. Please register for the next start date. |
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25001 |
9040 |
10 Jan 2024-02 Apr 2024 |
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Open |
Online |
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Faculty: Smith, Gary W |
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Syllabus |
Course Materials
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| MRKT 603 |
Brand Management (3) |
A presentation of the concepts and techniques for creating and selecting marketing strategies for an organizational unit that survives on its ability to provide products and services to other organizations. Discussion covers trends toward a "marketing culture" in both public and private institutions and the implications that this change has for all managers and administrators. Emphasis is on the role of brand equity in achieving a sustainable competitive advantage. |
| Start date has passed. Please register for the next start date. |
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25002 |
9040 |
10 Jan 2024-02 Apr 2024 |
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Open |
Online |
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Faculty: Harsanyi, Maria A |
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Syllabus |
Course Materials
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| MRKT 604 |
Marketing Research and Analytics (3) |
Prerequisite: MGMT 650. A study of marketing research methods. Focus is on identifying marketing problems and opportunities and developing data-based approaches to generate, refine, and evaluate marketing actions. Topics include designing market research strategies, understanding customer data analysis techniques and their application to real-world marketing problems, and evaluating the managerial implications of analytical results. |
| Start date has passed. Please register for the next start date. |
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25003 |
9040 |
10 Jan 2024-02 Apr 2024 |
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Open |
Online |
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Faculty: Bennett, Joseph B |
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Syllabus |
Course Materials
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| MRKT 605 |
International Marketing Management (3) |
An overview of the fundamentals of marketing and marketing management, presented in the context of competitive global environments and diverse national economies. Topics include demand analysis, product development, product pricing, marketing organization, foreign representation and distribution systems, promotion, advertising, and sales and service. Review also covers regulatory issues as they relate to international marketing. |
| Start date has passed. Please register for the next start date. |
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25004 |
9040 |
10 Jan 2024-02 Apr 2024 |
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Open |
Online |
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Faculty: Haberek, Edward |
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Syllabus |
Course Materials
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| MRKT 606 |
Digital and Direct Marketing (3) |
Prerequisite: MGMT 650. A study of various methods and techniques used in digital and direct marketing. Focus is on assessing customer needs to better use social and digital techniques and other tools in the context of a comprehensive digital marketing strategy. Discussion covers digital analytics concepts and their role in developing optimized digital insight-driven marketing strategies as well as traditional direct marketing methods to promote customer engagement and deploying multiple marketing channels to enhance customer relationships. Topics include search engine marketing, digital content marketing, mobile marketing, database marketing, direct mail, telemarketing, and email marketing. |
| Start date has passed. Please register for the next start date. |
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25005 |
9040 |
10 Jan 2024-02 Apr 2024 |
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Open |
Online |
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Faculty: Heiens, Richard A |
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Syllabus |
Course Materials
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| MRKT 620 |
Marketing Management, Legal and Ethical Issues (6) |
An introduction to marketing management techniques and the legal and ethical environment of marketing. Discussion covers planning, decision making, marketing goals, and metrics. Emphasis is on achieving an organization's marketing objectives by creating value for individual consumers and organizational customers. Topics include consumer behavior, competitive strategies, marketing communications (e.g., advertising, digital marketing), marketing research, pricing, and distribution. Legal and ethical topics include consumer privacy, ethical responsibilities, fair advertising, free speech, global marketing, intellectual property, and regulatory issues. Students who receive credit for MRKT 620 may not receive credit for MRKT 600 or MRKT 601. |
| Start date has passed. Please register for the next start date. |
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25006 |
9040 |
10 Jan 2024-02 Apr 2024 |
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Open |
Online |
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Faculty: Little, Ann B |
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Syllabus |
Course Materials
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