Foundation
(6 courses, 18 credits)
Students must first complete the following six foundation courses, which provide the basic framework for the program and assure a common body of knowledge. It is strongly recommended that students take the foundation courses in the following order:
- 762.730 Managerial Economics and Industry Analysis
- 762.731 Cost Design and Financial Analysis in Marketing
- 762.702 Consumer Behavior Analysis
- 762.709 Marketing Analysis and Decision Making
- 762.703 Marketing Strategy
- 762.752 Marketing Information Systems
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762.730 Managerial Economics and Industry Analysis
This course introduces participants to the analysis, modeling, and evaluation of economic decisions in marketing. It also trains the student in market structures, conduct, performance assessment, and techniques as well as the analysis of industry and competitive platforms. Topics include the analysis of demand and supply models, quantitative demand analysis, elasticities and demand curves, theory of individual behavior, production processes and costs, design of cost functions, competitive models and game theory, pricing strategies, and the economics of information. Students gain a thorough understanding of the macro and micro context that marketing managers face in today’s competitive environment in order to develop competitive positioning in domestic and international markets. Case analyses, class discussions, computer exercises, and group work methodologies are used. (3 credits)
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762.731 Cost Design and Financial Analysis in Marketing
More than ever, marketing executives are called upon to make complex and difficult decisions that effect every aspect of their organizations. These range from product investments to channel model decisions to new marketing campaigns and programs. In addition, they are asked to increase demand and awareness while operating with ever decreasing marketing budgets. Almost any issue that a marketing executive faces will have financial implications involving cost or revenue or both. This course gives marketing executives an understanding of how senior level decisions are made. Students learn the financial analysis tools and financial management skills necessary to manage a marketing organization and its complex marketing budget. (3 credits)
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762.702 Consumer Behavior Analysis
This course provides students with a solid foundation in the dynamic interaction of affect, cognition, behavior, and environmental events in consumer evaluation of purchasing alternatives and decision making. Included is the study of consumers’ knowledge and involvement, attention, comprehension, learning, attitude development, and purchase intention. Strong emphasis is given to the design and modeling of response patterns, diffusion of innovations, and consumer behavior for specific products and services. Also discussed is the practical impact of consumer behavior analysis on marketing mix strategies, market segmentation/positioning, product and brand loyalty, persuasion process and promotion, and price affect and cognition. (3 credits)
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762.709 Marketing Analysis and Decision Making
This course covers the fundamentals and applications of statistical techniques necessary both for conducting and understanding marketing research, and carrying out data analyses as input to strategic business decisions. Topics include descriptive statistics and measures of tendency and dispersion, probability theory and distributions, normal distributions and confidence intervals, hypothesis testing and inference, analysis of variance, and simple and multiple regression. The course focuses on developing strong analytical, data modeling, and interpretation skills. Case studies and intensive use of computer statistical software are used.
Notes: Credit will not be given for both 762.709 and 790.616 Statistics for Business. (3 credits)
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762.703 Marketing Strategy
This course provides students with a solid foundation in understanding marketing strategies and processes that determine competitiveness in dynamic consumer and organizational markets. Particular areas of emphasis include industry analyses, dynamics of competition, segmentation strategies, target marketing, positioning strategies, and evaluation of marketing programs and effectiveness. Strategic thinking and in-depth analytical skills are developed through the application of marketing tools and models. Cross-functional analysis and practical application of marketing concepts and skills are covered through case analyses, class discussions, role playing, and applied projects. (3 credits)
Prerequisite(s): ( BU.762.702 AND BU.762.709 AND BU.762.730 AND BU.762.731 ) OR ( BU.761.625 AND BU.790.609 AND BU.790.611 AND BU.790.614 AND BU.790.615 AND BU.790.616 )
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762.752 Marketing Information Systems
Students investigate the impact of information systems in customer segmenting and marketing decision making. Topics include design, conceptualization, implementation, and management of marketing information systems and marketing databases. Course content also emphasizes direct marketing, customer profiling and analytics, database marketing, and evaluating software for building customer databases. The second half of this course will also present a complete review (formerly “introduction”) of the rapidly changing field of Interactive Marketing, including its component topics of Direct Response Marketing, Internet Marketing, and Customer Relationship Management (CRM). Students will first study the early evolution of Internet business models, to compare and contrast them. Ebay and Amazon.com are typical examples. Several case studies will be used to further understand the current nature of successful, surviving business models that have thrived with Internet Marketing. (3 credits)
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