Marketing 630

53:630:508. MARKETING MANAGEMENT (3)

• Addresses marketing frameworks and decision tools for developing products and services that deliver value to customers; segmenting the market and selecting target markets; and designing and implementing the best combination of marketing variables to carry out a firm’s strategy, including product, price, promotion, and distribution decisions.

53:630:509. DATABASE MARKETING (3)

• Prerequisite: 53:630:508, 53:135:502
• Analytical approaches to customer relationship management including customer acquisition, customer development, and customer retention.  Review of statistical concepts with extensive use of the SPSS software package, and development of skills necessary to construct various types of predictive models using customer databases.  Includes a comparison of traditional RFM (regency/frequency/monetary) versus other more advanced approaches such as decision trees and logistic regression, in maximizing the profitability of marketing campaigns.

53:630:510. CONSUMER BEHAVIOR (3)

• Prerequisite: 53:630:508
• Stages in the consumer decision-making process and the impact of relevant psychological, sociological, and cultural variables.  Attention to recent research regarding contextual determinants of buying behavior.  Implications for positioning and communication strategy, as well as public policy issues.

53:630:511. CUSTOMER ANALYTICS (3)

• Prerequisite: 53:630:508, 53:135:502
• Builds analytical skills in approaching marketing problems and identifying opportunities.  Topics covered include correlation analysis, factor analysis, cluster analysis, multidimensional scaling, etc., as time and interests dictate.  Includes extensive hands-on use of SPSS statistical package.  Enhances ability to gain strategic insight from customer and marketplace data.

53:630:512. PRICING STRATEGIES (3)

• Prerequisite: 53:630:508, 53:135:502
• Techniques and concepts necessary for developing profit-maximizing pricing strategies.  Methods for analyzing customer value, costs, and price sensitivity and for integrating these factors into the price-setting process.  Extensive treatment of issues such as price segmentation, price format, interactive pricing, and pricing ethics.

53:630:514. RETAIL MANAGEMENT AND E-MARKETING STRATEGY (3)

• Prerequisite: 53:630:508
• Techniques for the management of both traditional and online retailing.  Topics include development of retail format, site selection, personnel management, merchandise planning, and customer relationships.  Includes web-based exercises and cases analyzing the contributions of “bricks” and “clicks” to a firm’s strategic plan.  Special topics include the Americans with Disabilities Act and its implications for retail layout and design.

53:630:515. GLOBAL MARKETING STRATEGY (3)

• Prerequisite: 53:630:508
• Systematic treatment of marketing strategies in the global environment, including cultural practices, political risk assessment, variations in legal systems and trade law, the intricacies of tariff and non-tariff barriers, and market entry decisions. Sources of global information and import/export regulations utilized. Product and brand decisions, promotional adaptations, and pricing strategies explored through cases analysis.
• This course may also count toward an International Business elective.

53:630:516. MARKETING PROBLEMS AND RESEARCH (3)

• Prerequisite: 53:630:508. 
• How organizations collect and use information about consumers, competitors, and the environment, from a managerial perspective; use of marketing research for reducing environmental uncertainty and improving marketing decision making. Topics include (1) how to define research objectives and set research parameters, (2) sources of information about consumers and competitors, with an emphasis on new technologies for obtaining information, and (3) analytic methods used to describe and compare research results, as well as methods used for specific decision-oriented research applications.

53:630:517. NEW PRODUCT DEVELOPMENT (3)

• Prerequisite: 53:630:508
• A managerial perspective on new product development in relation to market opportunity and competitive advantage.  Changes in competition, customer demands, and technology will be evaluated in terms of the product development process.  Topics will include new product opportunity identification, concept generation, concept and project evaluation, prototype building, product development, and new product launch in both consumer and industrial markets.  Case studies will be analyzed and discussed.

53:630:518. ADVERTISING AND PROMOTION MANAGEMENT (3)

• Prerequisite: 53:630:508
• Examines marketing communications from a strategic perspective.  Emphasis is placed on analyzing marketing communications needs, understanding how consumers respond to marketing communications, and developing effective integrated advertising, sales promotion, publicity, and personal selling campaigns.  Addresses marketing communications tools including the Internet, web sites, traditional business-to-business and business-to-consumer marketing communications media, and peer-to-peer communications.

53:630:519. STRATEGIC MARKETING CONCEPTS (3)

• Prerequisite: 53:630:508
• Application of analytic and conceptual models to strategic issues in marketing. Topics include developing a sustainable advantage; allocation of resources across strategic business units, brands, and elements of the marketing mix; understanding competitive dynamics; and offensive and defensive marketing strategies. Issues explored via a competitive marketing simulation game and cases analyses.

53:630:521,522. DIRECTED STUDY IN MARKETING (3, 3)

• Prerequisite: 53:630:508
• Supervised by an individual faculty member and approved by the director of the M.B.A. program.

53:630:670. SPECIAL TOPICS IN MARKETING (3)

• Prerequisite: 53:630:508
• Topics vary from term to term. Consult the director of the M.B.A. program for specific content each term. Students may enroll in more than one special topics course.