MKT 541 Consumer Behavior (3 credits)
This course examines consumer behavior processes using cross-cultural, social and psychological theories and concepts. Questions regarding how consumers are motivated in their consumption decisions are examined using practical examples and models of behavior. Also addressed are mass communication effects and the role of media and institutions in influencing consumer behavior.
(Prerequisite MBA 506)
MKT 542 Marketing Communication (3 credits)
The course is aimed at developing managerial decision-making skills in all aspects of promotion. Topics covered would include: strategy development and implementation in advertising, personal selling, publicity, public relations, direct response marketing and customer service.
(Prerequisite MBA 506)
MKT 543 Brand Management (3 credits)
The course is designed to help student design and develop new products and to be able to address the issue of branding. The course deals with the overall product mix including packaging and stresses more the issue of branding and its position in the overall product mix.
(Prerequisite MBA 506)
MKT 544 Strategic Marketing (3 credits)
The course focuses on the analysis of market problems and opportunities and the development of appropriate strategies. An operational framework is built for analysis of the marketing environment and for selecting among strategic alternatives. Topics include analytical techniques, strategic planning methods and strategic choice.
(Prerequisite MBA 506)
MKT 545 Hospitality and Tourism Marketing (3 credits)
The subject involves the application of marketing principles to hospitality and tourism, and includes the following topics: Services marketing, market segmentation, market research, consumer behavior, pricing, positioning, promotion, place, people, process, productivity, quality in services marketing, marketing planning.
(Prerequisite MBA 506)
MKT 546 International Marketing (3 credits)
This course provides an understanding of the problems and perspectives of marketing across national boundaries, and develops the analytical ability for structuring and controlling marketing programs related to overseas business. It focuses on study and analysis of global market and its influence on domestic as well as international marketing.
(Prerequisite MBA 506)
MKT 547 Marketing Research (3 credits)
This course is designed to train the students in using the tools and techniques for developing an analytical framework of marketing, developing solutions to marketing problems, formulations of marketing, introduction to research techniques in marketing, review of sources of marketing information, collection, tabulation, analysis and interpretation of marketing information. The course is implemented through conducting substantive market research project.
(Prerequisite MBA 506)
MKT 548: Digital Marketing (3 Credits)
This course has three main objectives:
1. Students will gain industry background knowledge to prudently navigate Internet Marketing
topics including online advertising, search, social media, and online privacy.
2. Students will learn to quantitatively and qualitatively evaluate an experiment to measure the
effectiveness of business decisions and online advertising effectiveness in particular. Students
will also gain knowledge to design and implement an experiment.
3. Students will become certified users of Basics in Digital Marketing. Students will learn and
apply best practices for social media marketing.
Tentative Course Topics
E-commerce; Online advertising; Ad effectiveness measurement; Advance campaign
measurement and experimental evaluation; Social media marketing; Behavior-based inference;
Online privacy and policy implications.
(Prerequisite: MBA506)
MKT549: Service Marketing (3 Credits)
A central theme of the course is that services pose unique challenges and require a distinctive
approach to marketing strategy – both in its development and execution. This course is designed
to give students an idea about how to improve service quality, increase and maintain customer
satisfaction levels, generate customer loyalty, and create a healthy service culture within the
firm. Students will learn about state-of-the-art services marketing concepts through
contemporary readings, video productions, current case analysis, and lectures. This course will
provide students with an in-depth understanding of services marketing challenges and enhance
understanding of the success factors in services marketing.
(Prerequisite: MBA506)
MKT550: Customer Relationship Marketing (3 Credits)
This course examines customer relationship management (CRM) and its application in
marketing, sales, and service. Effective CRM strategies help companies align business process
with customer centric strategies using people, technology, and knowledge. Companies strive to
use CRM to optimize the identification, acquisition, retention and growth of desired customers to
gain competitive advantage and maximize profit. Anyone interested in working with customers
and CRM technology and would like to be responsible for the development of any major aspect
of CRM will find this course beneficial.
CRM discussions and assignments will address relationship marketing with both organizational
customers (B2B) and consumers/households (B2C). This course will be delivered through a mix
of lectures, mini-cases, and hands-on exercises.
Although organizations continue to invest heavily in CRM, CRM implementations experience a
high failure rate. The pitfalls as well as the benefits of CRM strategy and implementation are
addressed in the course.
(Prerequisite: MBA506)