Marketing function with emphasis on the procedures and techniques for analyzing, planning, and implementing marketing strategies and tactics related to product, pricing, communication, and distribution decisions.

Research methodology as applied to marketing problems; includes research problem definition, sample design, data collection procedures, valid and reliable measurement, data analysis techniques, and sales forecasting fundamentals.

Tools and techniques for creating marketing plans.

Concepts, theories, and techniques applicable to obtaining a sophisticated understanding of consumer motives, attitudes, decision-making processes, and satisfaction determinants.

Advertising, sales promotions, marketing-oriented public relations, event and sponsorship marketing, point-of-purchase communications, and other aspects of integrated marketing communications.

The role and activities of sales in marketing, including concepts, practices, and procedures of sales force management.

Product line and portfolio planning, stage-gate approach to new product development, product launch and product life cycle management, and branding strategies and procedures.

Techniques, procedures, and software applications for database marketing, managing customer relations, and mining large databases.

The Internet as both a marketing channel and communication medium, including E-commerce from a marketing perspective.

An integrative treatment of the role of marketing in strategic problem solving.

This course explores sustainability through a marketing lens. Emphasis is placed on understanding the tradeoffs between economic, environmental and social performance while making product, price, distribution and promotional decisions.

Readings and research on selected topics in marketing. Course content varies and will be announced in the schedule of classes by title.

This course explores the importance of customer satisfaction in today's marketplace and the challenges of designing and implementing an actual customer satisfaction measurement process.

Economics and behavioral foundations of pricing strategy formulation and implementation.

Building competencies that help managers acquire knowledge from clients and apply it in ways that enhance openness in building strategic responses.

The critical thinking, statistical tools, and marketing application of business analytics.

Develop a social and digital media plan/solution to present to a client. Business enterprises and even non-business organizations are demanding new marketing hires and their marketing agencies have an acute understanding of how to develop and utilize online and social media as part of their integrated marketing plans. Both business-to-consumer and business-to-business enterprises are migrating to social media as a primary form of communication with customers and partners.

Identifying, developing, communicating and commercializing a value proposition between businesses in the form of a product or service.

Examines and explores the Sales function within the modern organization. In addition to addressing the practical and classic sales issues of alignment, structure, performance and development, the course will also review the technologies and trends that are changing the commercial landscape and causing the fast evolution of the sales function.

The conceptual, applied, and managerial elements of data science for business decision-making.

Analytical techniques for generating insights in marketing areas such as customer analytics, product analytics, marketing-mix analytics and social media analytics.

Non-profit organizations are important constituents in today’s business world, and their marketing efforts face unique issues and challenges that are different from for-profit organizations. Through lectures, cases, discussions, and a project, this course will examine what is unique about doing marketing in certain nonprofit sectors (e.g., arts, religious, social welfare, associations, charities, universities, hospitals, and government agencies). Students will come away from the course with an improved ability to organize, plan, implement, and control the marketing efforts of nonprofit organizations. It will also focus on certain marketing tasks that are crucial for nonprofit managers (e.g., fundraising, doing marketing research, positioning, and communications).

This course aims to prepare students to be effective leaders in marketing analytics, especially in the dynamic context of digital platforms and social media.

Develop successful marketing strategies using data, research, and analysis to create impactful strategies for real business clients. Businesses and recruiters are increasingly demanding experience handling practical problems faced by a marketing manager from our MBA students. In this elective course, the students get that experience.

Doctoral seminar covering research methods and philosophies that underpin knowledge generation in marketing.

Doctoral seminar exploring concepts, theories, and research methods relevant to understanding consumer behavior.

Doctoral seminar involving intensive study and criticism of the current consumer research literature.

Doctoral seminar investigating contemporary analytic techniques for testing marketing theories.

Doctoral seminar examining covariance structure methods for developing measures of unobservable constructs and testing structural models.

A directed project for marketing Ph.D. students requiring literature synthesis of a selected topical area and formulation of original concepts and theoretical propositions.

A directed project for marketing Ph.D. students requiring an empirical investigation and testing of theoretical propositions.

Doctoral seminar covering advances in marketing science models, including brand choice, product development, media choice, and other models.

Doctoral seminar investigating emerging paradigms and theory regarding the role of marketing within the firm and the effects of marketing mix variables on consumer behavior and firm performance.

Theoretical foundations of marketing strategy.

The course aims to provide good understanding of endogeneity issues in marketing strategy research and the empirical strategies that one can adopt to credibly estimate the effects of interest. The students should have a graduate level understanding of econometrics to benefit from this course.