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Marketing

MRKT 5301 (3-3-0) Advanced Marketing Strategies (S-L)

This course explores the relationship between the creative process and marketing decisions. Students will learn effective methods of divergent and convergent thinking as tools to solve problems, meet goals, and approach challenges and opportunities in a marketing environment. This course contains a field-based service-learning component.

Requisites: None.

Offered:  Fall, Spring, Online.

MRKT 5306 (3-3-0) Digital Marketing Principles

(MRKT 4306)

This course will provide a theoretical and applied understanding of the Internet marketplace necessary to adapt to dynamic changes while addressing skills needed to perform daily functions. Industry-specific strategic digital marketing topics designed to analyze consumer purchasing habits, attract and convert an interested audience, will be examined. Specific topics include analytics, SEO, advertising, social media, mobile and more. This 5000-level course is cross-listed with a 4000-level course and includes specific graduate course requirements which reflect appropriate deeper learning experiences and rigor in the higher-level course.

Requisites: MRKT 5301.

Offered: Fall, Spring.

MRKT 5307 (3-3-0) Social Media in Business

(MRKT 4307)

This course provides the student with an understanding of the modern social media ecosystem and how it impacts contemporary marketing. Specifically, the course explores how to use social media to increase brand awareness, identify key audiences, generate leads, create sales, and build meaningful relationships with customers. This 5000-level course is cross-listed with a 4000-level course and includes specific graduate course requirements which reflect appropriate deeper learning experiences and rigor in the higher-level course.

Requisites: MRKT 5301.

Offered: Fall, Spring.

MRKT 5331 (3-3-0) New Product Development and Marketing

(ENTR 4331/MRKT 4331)

This course focuses on moving innovative and entrepreneurial solutions through the new product development process, with special emphasis on prototyping, market assessment, new product strategies, and other marketing concepts. The student will learn through the development of a strategic marketing plan for the new products or services considered. The course will also cover the process of securing patents, trademarks, and copyrights. This 5000-level course is cross-listed with a 4000-level course and includes specific graduate course requirements which reflect appropriate deeper learning experiences and rigor in the higher-level course.

Requisites: MRKT 5301.

Offered:  Spring, Fall, Online.

MRKT 5345 (3-3-0) Consumer and Buyer Behavior

(MRKT 4345)

This course applies concepts, principles and theories from the various social sciences to the study of factors that influence the acquisition, consumption and disposition of products, services and ideas. The principles and theories from a number of disciplines are used to describe and explain consumer and buyer behavior including economics, psychology, social psychology, sociology, and anthropology. This 5000-level course is cross-listed with a 4000-level course and includes specific graduate course requirements which reflect appropriate deeper learning experiences and rigor in the higher-level course.

Requisites: MRKT 5301 (S-L).

Offered:  Periodically, Online.

MRKT 6321 (3-3-0) International Marketing

This course examines the marketing strategies related to the unique problems and opportunities firms face in the international environment. The effects of cultural differences, domestic and international regulations, as they affect marketing strategies and research methods, will be studied for the multinational firm.

Requisites: MRKT 5301 (S-L).

Offered:  Spring, Online.

MRKT 6331 (3-3-0) Marketing Analysis

Overall course design is to investigate the inter-relationship of information needs between marketing research and marketing management. Emphasis is upon the methods and techniques that may be employed for the collection and analysis of primary data. Specific topics include design of research projects, questionnaire and sample design, primary data collection and analysis, as well as communication of results.

Requisites: MANA 6303 or undergraduate equivalent, MRKT 5301 (S-L).

Offered:  Fall, Online.

MRKT 6352 (3-3-0) Customer Segmentation and Descriptive Analytics

Participants will learn a variety of customer segmentation techniques that provide the framework to design and deploy highly targeted, insight-driven marketing campaigns. All will use cutting-edge analytics software to develop segmentation solutions that support many facets of today’s marketing and sales operations. Participants will learn how to perform and interpret the results of other commonly used descriptive analytic approaches, such as exploratory data analysis and market basket analysis.

Requisites: None.

Offered: Fall, Spring, Summer.

MRKT 6355 (3-3-0) Web Analytics

Participants will be introduced to a broad array of website analytic techniques. All will utilize an analytics platform, such as Google Analytics, to identify visitor profiles and segments, study website usage patterns and content viewing behaviors and pinpoint channels that drive the greatest desktop and mobile visitor traffic to company’s websites. Insights gained through web analytics have become an essential input in the development of digital marketing strategies that incorporate highly targeted  paid (advertising), owned (web properties), and earned (social sharing) media components and are at the center of mastery development within this course.

Requisites: BUAD 5303 recommended.

Offered: Fall, Spring, Summer.

MRKT 6356 (3-3-0) Predictive and Prescriptive Analytics

Participants will be introduced to predictive and prescriptive analytics and the broad set of business applications these tools support. Predictive analytics use advanced algorithms and machine learning to process historical data, “learning” what has happened while uncovering unseen data patterns, interactions and relationships. Then it creates models that show the likelihood of scenarios or outcomes. Prescriptive analytics solutions enable accurate decision-making for complex problems that involve millions of decision variables, constraints and trade-offs with optimization techniques. These solutions augment a company’s decision support capabilities by providing tools for building and deploying optimization models that are mathematical representations of business problems. Optimization models then solve using sophisticated algorithms and deliver recommendations to business decision-makers. Simply put, predictive analytics provide an estimate of time, resources needed, and demand. Prescriptive analytics can help build replenishment plans to decide which warehouse should supply to each location to meet demand. Several different modeling techniques will be covered in the course including linear regression, logistic regression, and decision tress analysis. These tools will equip participants with competencies needed by decision- makers in all industries and will provide “future-proof” protection.

Requisites: BUAD 5303 is recommended

Offered: Fall, Spring

MRKT 6357 (3-3-0) Digital Storytelling and Branding

Participants will focus on research and data collection, story conceptualization, and reporting methods within a primarily digital communication strategy. All will develop skills to set message goals, evaluate various storytelling techniques, and produce stories relevant to different digital devices, audiences and brand strategies.

Requisites: None.

Offered: Fall, Spring, Summer.