Graduate Marketing Courses

Courses

MK 612 Strategic Marketing (3 credits)

Prerequisite(s): GR523 (or PF506).

Advanced applications course dealing with formulation of marketing strategies, evaluation of alternatives and implementation of marketing programs. Examines segmentation, positioning and marketing mix issues as a part of strategic marketing planning. Also includes discussion of specific marketing management problems in a variety of situations involving consumer and industrial products and services in profit and nonprofit institutions.

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MK 701 Internship in Marketing Practice (3 credits)

Prerequisite(s): GR523 (or PF506) and internship coordinator approval

Affords students the opportunity to enhance self-realization and direction by integrating classroom study with experience in vocational learning situations. Requires development of a study plan to identify the student's professional goals and to demonstrate how these goals can be enhanced through an internship experience. Includes regular meetings in which students discuss issues and business problems related to their work experience, and defend proposed solutions before fellow students and the internship coordinator.

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MK 711 Marketing Research and Analysis (3 credits)

Prerequisite(s): For MSMA:GR521 (or PPF 501) and GR523 (or PF 506). For all others: GR521 (or PPF 501) and GR523 (or PF 506) and GR601 (or GS 601 or GR 620A)

Focuses on the development of questionnaires and other vehicles for collecting marketing data, the methodology for analyzing these data (with the use of sophisticated statistical software), and reaching conclusions based on the analyses. Real-world questionnaires and real-world data are utilized.

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MK 712 Consumer and Buyer Behavior (3 credits)

Prerequisite(s): GR523(or PF506)

Studies the purchase decision for individual consumers and industrial users. Examines various models of buyer behavior. Explores motivations, influences and roles played in purchasing products and services.

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MK 713 Marketing Promotion and Communication (3 credits)

Prerequisite(s):  GR523 (or PF 506)

Examines marketing promotions from a communication standpoint. Discusses advertising, sales promotion, personal selling and publicity as components of the promotional program of an enterprise, including profit and nonprofit institutions marketing products and/or services. Emphasizes the planning, design and implementation of advertising campaigns.

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MK 714 Marketing Channels and Logistics (3 credits)

Prerequisite(s):  GR523 (or PF 506)

Examines the institutions involved in the marketing of products and services and the physical distribution systems for delivery of these products. Explores the interrelationships between manufacturers, wholesalers and retailers, and focuses on issues of cooperation, conflict, coordination and control, and power relationships in channels. Overall, the course looks at distribution systems from a managerial viewpoint. It employs systems and behavioral approaches to study strategic distribution choices and management of interorganizational relationships.

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MK 715 New Products: Planning, Developing and Marketing (3 credits)

Prerequisite(s):  GR523 (or PF 506)

Considers the role of new products in the survival and growth strategies of organizations. Focuses on the major problems firms encounter in directing and managing their product development and marketing activities. Examines the development process from conception of ideas to commercial introduction, and the marketing life cycle from introduction to deletion of products.

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MK 716 International Marketing (3 credits)

Prerequisite(s):  GR523 (or PF 506)

Focuses on the decision-making process in marketing products and services across national boundaries. Examines the design and modification of marketing strategies; identifies potential markets; and considers product, promotion, price and distribution decisions within the constraints of a particular cultural, economic and political setting. Studies challenges facing multinational enterprises as well as smaller firms marketing internationally.

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MK 718 Marketing of Services (3 credits)

Prerequisite(s):  GR523 (or PF 506)

Emphasis is placed on developing an understanding of marketing principles that are generic to the entire service sector rather than just to selected service industries. New marketing approaches uniquely applicable to services are considered as well as the reformulation of traditional marketing principles from consumer and industrial goods marketing. Marketing strategies of a variety of service firms from many service industries are evaluated.

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MK 725 E-Marketing (3 credits)

Prerequisite(s):  GR523 (or PF 506)

Builds critical skills for individuals who will practice the art and science of Internet marketing in the future. Covers the important frameworks, principles and contexts in this domain that are likely to endure, for example, auctions, customer relationship management, privacy, the communication e-mix, and channel adaptation and coordination.

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MK 726 Customer Data Analysis and Relationship Marketing (3 credits)

Prerequisite(s):  GR523 (or PF 506)

Focuses on the analysis of customer data as the primary input to developing strategies for relationship marketing. Examines customer acquisition and retention, segmentation, customer loyalty, lifetime-value analysis of the customer, and direct-response modeling - all as part of customer relationship marketing strategy. Hands-on experience in data analysis receives heavy emphasis.

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MK 755 Special Topics in Marketing (3 credits)

Prerequisite(s): Varies each semester with topic

Focuses on the design, development and execution of a marketing project on a marketing plan. Studies management issues in implementing marketing plans and activities. Examines how specific projects related to an organization's overall marketing strategy and the resources needed to implement such activities. Discusses criteria used to measure effectiveness of specific marketing activities.

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MK 758 Enhancing Creativity (3 credits)

This class will focus on the nature of creativity and the creative process. We will discuss several definitions and theories of creativity, and apply these theories to enhance your own creativity. Several techniques will help you to recognize and remove barriers to creative thinking. We will apply these techniques to develop creative approaches to business and marketing cases and your own business and academic problems. While the focus of the class is on individual creativity, we will also discuss the pros and cons of team creativity and apply techniques to improve team efforts. Organizational creativity and implementing creative solutions will also be covered.

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