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Concentrations

Strategic Marketing

Students learn the latest in marketing strategy conceptualization and creation with particular emphasis on planning, research, development, and implementation. They explore the advanced strategy models that drive managers' decisions, with special attention to multiobjective decision frameworks. Development of strong qualitative and quantitative skills is emphasized.

Strategic Marketing Requirements

Students take five courses to complete this concentration. The following three courses are required:

Students select two concentration electives from the following:

Marketing Communication and Promotion

This concentration focuses on strategic issues involved in integrated marketing communication design and implementation. Marketing communication concentrates on the design of informational or emotional appeals about products and services, while promotion focuses on generating immediate purchasing behavior. Course work examines communication and promotional strategies that build brand equity by creating a bond between customer and brand. Communication, both internal and external to the organization, is also studied in the context of creating customer value.

Marketing Communication and Promotion Requirements

Students take five courses to complete this concentration. The following four courses are required:

Students select one concentration elective from the following:

Marketing Management

This concentration is designed for students who wish to customize the marketing degree curriculum to meet their specific career and educational needs. 762.718 Marketing Research II and 762.719 International Marketing are required courses in this concentration. Students select three additional courses from the array of .700-level marketing department courses. This course of study must be planned with the guidance of the marketing academic adviser.

 

  • 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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  • 762.732 Brand Management

    This course examines the value proposition for creating a strong brand and analyzes the relationship between branding, customer loyalty, pricing, and market leadership. Learning the principles of brand management, students utilize newly acquired knowledge to build a plan to make products brand leaders. (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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  • 762.711 Integrated Marketing Communications

    Integrated Marketing Communications is a strategic process to drive brand communication and not simply product promotion programs. This course looks at a variety of communications disciplines (e.g. advertising, direct mail, sales promotion, public relations, internet marketing, etc.) and combines these to create a unified and consistent message to maximize impact. Students will develop a positioning goal and employ research and analysis to aid in developing consumer focused marketing plans from which to create consistent communications. An overview of positioning and examining what constitutes good marketing copy will be studied using real world cases studies.

    Notes: Formerly: Promotional Strategy, Management and Design (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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  • 762.754 Public Relations Strategies

    Corporate communication management involves careful analysis of the role and effect of public relations in the contemporary world. The course examines the justification of public relations, its values and purposes. Students are taken through the critical steps of public relations research and analysis; campaign development, program and special events planning; human communication theory and application; and evaluative research. With an emphasis on current public relations issues and opportunities, the course offers an in-depth examination of techniques for effective use of controlled and uncontrolled publicity. The role of communication management in business, industry, and nonprofit institutions is examined through case studies and practical exercises.

    Notes: Formerly: Corporate Communication Management (3 credits)

    Prerequisite(s): ( BU.762.702 AND BU.762.703 AND BU.762.709 AND BU.762.730 AND BU.762.731 AND BU.762.717 ) OR ( BU.756.701 AND BU.761.700 AND BU.761.731 AND BU.753.701 AND BU.762.703 AND BU.771.732 AND BU.771.750 )

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  • 762.755 The Four Spheres of Marketing: A Comparative and Confluence Analysis

    This course combines the disciplines of services marketing and business-to-business marketing. It examines the strategies employed in marketing’s four spheres: products and services marketed to consumers and businesses. The primary learning outcome is for students to understand the similarities and differences between marketing to consumers and marketing to businesses and how these vary whether it is a product or service that is being offered to the marketplace. This course begins by discussing the main marketing concepts that are common across disciplines. The emphasis is largely on areas related to strategy and the types of analyses needed to make informed decisions. Students will learn through the use of readings, case studies, and rigorous analysis. Class discussion and critical thinking will provide the bases for learning.

    Notes: Formerly: Marketing of Services (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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  • 762.756 Special Topics in Marketing

    This course provides students with the opportunity to focus on a special topic in marketing. The topic varies and is based upon current and relevant issues and trends faced by the marketing professional in the 21st century. Check course schedule listing. Possible topics include, but are not limited to, nonprofit marketing, e-marketing, and supply chain management. (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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  • 762.719 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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  • 762.734 Media Strategy, Analysis and Planning

    The course presents the theory and application of media strategy in terms of the implementation required to reach specific target markets. Topics include the effects of media planning on product life cycle, response models to view competitive communication opportunities, and reach and frequency analyses. Additional topics include estimating total audiences and reach models, audience overlap and duplication, estimating frequency of exposures, media selection models, choice viewing and rating models, media considerations, and evaluation. Students evaluate considerations in media buying and negotiations with creative conceptualizations as drivers of successful media plans. Case analyses, exercises, and computer applications assist in learning. (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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  • 762.754 Public Relations Strategies

    Corporate communication management involves careful analysis of the role and effect of public relations in the contemporary world. The course examines the justification of public relations, its values and purposes. Students are taken through the critical steps of public relations research and analysis; campaign development, program and special events planning; human communication theory and application; and evaluative research. With an emphasis on current public relations issues and opportunities, the course offers an in-depth examination of techniques for effective use of controlled and uncontrolled publicity. The role of communication management in business, industry, and nonprofit institutions is examined through case studies and practical exercises.

    Notes: Formerly: Corporate Communication Management (3 credits)

    Prerequisite(s): ( BU.762.702 AND BU.762.703 AND BU.762.709 AND BU.762.730 AND BU.762.731 AND BU.762.717 ) OR ( BU.756.701 AND BU.761.700 AND BU.761.731 AND BU.753.701 AND BU.762.703 AND BU.771.732 AND BU.771.750 )

    Back to top

     

  • 762.755 The Four Spheres of Marketing: A Comparative and Confluence Analysis

    This course combines the disciplines of services marketing and business-to-business marketing. It examines the strategies employed in marketing’s four spheres: products and services marketed to consumers and businesses. The primary learning outcome is for students to understand the similarities and differences between marketing to consumers and marketing to businesses and how these vary whether it is a product or service that is being offered to the marketplace. This course begins by discussing the main marketing concepts that are common across disciplines. The emphasis is largely on areas related to strategy and the types of analyses needed to make informed decisions. Students will learn through the use of readings, case studies, and rigorous analysis. Class discussion and critical thinking will provide the bases for learning.

    Notes: Formerly: Marketing of Services (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 )

    Back to top

     

  • 762.756 Special Topics in Marketing

    This course provides students with the opportunity to focus on a special topic in marketing. The topic varies and is based upon current and relevant issues and trends faced by the marketing professional in the 21st century. Check course schedule listing. Possible topics include, but are not limited to, nonprofit marketing, e-marketing, and supply chain management. (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 )

    Back to top

     

  • 762.732 Brand Management

    This course examines the value proposition for creating a strong brand and analyzes the relationship between branding, customer loyalty, pricing, and market leadership. Learning the principles of brand management, students utilize newly acquired knowledge to build a plan to make products brand leaders. (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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Shaffer Hall