Core
(6 courses, 18 credits)
After completing the foundation courses, students take six required marketing core courses:
- 762.713 Marketing Ethics and Law
- 762.717 Marketing Research I
- 762.720 Marketing Strategy II
- 762.753 New Product Development and Marketing
- 762.718 Marketing Research II
- 762.719 International Marketing
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762.713 Marketing Ethics and Law
Students explore the nature of legislation, judicial opinion, and ethical perspectives affecting marketing decision making in the domestic and international context. Students examine how marketing professionals can be more effective decision makers by understanding the legal environment and ethical foundation in which they operate. Topics include legal and ethical analysis of marketing activities relating to communication and commercial speech, sales, and the implementation of strategy. Our discussions of ethical issues will be foundational as we attempt to better understand how societies, industries, and the business community work to set standards of behavior. Students study the impact of various laws and regulations on marketing and business practices. In addition students gain knowledge of federal regulatory power, first amendment and commercial speech as it relates to advertising and promotion, intellectual property, product safety issues, price discrimination and other laws affecting the environment. Finally students explore frameworks for ethical decision making as they develop and execute marketing strategies.
Notes: Formerly : Marketing Law and Industry Regulations (3 credits)
Prerequisite(s): BU.762.702 AND BU.762.703 AND BU.762.709 AND BU.762.730 AND BU.762.731
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762.717 Marketing Research I
Students examine the basic concepts and techniques used in marketing research as a problem-solving aid in decision making in marketing. Problem definition, research design, types of information and measurement scales, and evaluation and utilization of secondary data with an emphasis on electronic access are discussed. Students are trained in the basic methods of primary data collection, including structured and unstructured interviews, focus groups, and surveys. Practical and intensive applications on sample size, questionnaire design, data analyses, and interpretation are emphasized. Students are introduced to computer analytical techniques for inputting and analyzing data using the SPSS statistical package. (3 credits)
Prerequisite(s): ( BU.762.702 AND BU.762.703 AND BU.762.709 AND BU.762.730 AND BU.762.731 ) OR ( BU.753.701 AND BU.756.701 AND BU.761.700 AND BU.761.731 AND BU.762.703 AND BU.771.732 AND BU.771.750 )
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762.720 Marketing Strategy II
This course provides students with an advanced and in-depth understanding of customer and competitor behavior in discovering new product and marketing opportunities in domestic and international markets. Particular areas of emphasis include competitive advantages and sustainability analyses, competitive strategy models, industry competition and value chain design and evaluation, business portfolio matrices, growth-share strategies, product portfolio, new product market models, technology life cycles, and resource allocation. Strategic thinking and decision making are developed through applications of well-tested methods and advanced models. Vision, scenario creation, and sensitivity analytical skills are developed through case analyses, class discussions, role playing, and applied projects. An advanced marketing simulation is used to bring the dynamics of competition and markets into the learning experience. (3 credits)
Prerequisite(s): BU.762.702 AND BU.762.703 AND BU.762.709 AND BU.762.730 AND BU.762.731
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762.753 New Product Development and Marketing
Students investigate the implications of new product development and deployment with respect to the firm's core competencies and as a source of innovation, differentiation, and competitiveness. Topics include the design and management of new product development life cycles including processes, outsourcing, distributed design, as well as the software and services needed for product/service introduction. The course focuses on the management of new product development processes in dynamic markets and explores cross-departmental interactions in maintaining company and product competitiveness. (3 credits)
Prerequisite(s): BU.762.702 AND BU.762.703 AND BU.762.709 AND BU.762.717 AND BU.762.730 AND BU.762.731
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762.718 Marketing Research II
This course is designed to provide students with an advanced understanding and practice of contemporary methodology in marketing research. Particular areas covered are choice models, adaptive conjoint analysis, multivariate data analyses techniques (first and second generation) as principal components, factor analysis, cluster and discriminant analyses, and multidimensional scaling. Applications include brand positioning, advanced segmentation analysis, preference analysis, product design, and advertising and pricing studies. A combination of lectures, homework exercises, practical data collection, and computer analytical techniques are used to produce a complete research study. (3 credits)
Prerequisite(s): BU.762.713 AND BU.762.717 AND BU.762.720 AND BU.762.752 AND BU.762.753
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762.719 International Marketing
The course provides a managerial approach to understanding the marketing mix beyond national boundaries. Students address diverse cultural settings and their impact on effective marketing decisions. Students explore the challenges and opportunities of each level of involvement in international marketing with a particular focus on global strategies for gaining and maintaining a competitive edge. Students build on previous knowledge of marketing and strategy as they perform analysis on products and services in foreign markets. (3 credits)
Prerequisite(s): ( BU.762.713 AND BU.762.717 AND BU.762.720 AND BU.762.752 AND BU.762.753 ) OR ( BU.753.701 AND BU.756.701 AND BU.761.700 AND BU.761.731 AND BU.762.703 AND BU.771.732 AND BU.771.750 )
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