53:630:508Marketing Management (3) The class explicitly models the relationship between demand and the role of price, promotion, distribution, and changes in technology. A new product plan is developed. |
53:630:510Consumer Behavior (3) Stages in the consumer decision-making process and the impact of relevant psychological, sociological, and cultural variables. Attention to recent research regarding contextual determinants of buying behavior. Implications for positioning and communication strategy, as well as public policy issues. Prerequisite: 53:630:508. |
53:630:512Pricing Strategies (3) Techniques and concepts necessary for developing profit- maximizing pricing strategies. Methods for analyzing costs, competition, and the marketing environment. Price sensitivity and product value emphasized. Prerequisite: 53:630:508. |
53:630:514Retail Management and E-Marketing Strategy (3) Techniques for the management of both traditional retailing and e-marketing. Topics include development of retail format, site selection, personnel management, merchandise planning, and customer relationships. Applications of geodemographic mapping and retail information systems to ongoing operations. Includes web-based exercises and cases analyzing the contributions of "bricks" and "clicks" to a firm`s strategic plan. Special topics include the Americans with Disabilities Act and its implications for retail layout and design. Prerequisite: 53:630:508. |
53:630:515Global Marketing Strategy (3) Systematic treatment of marketing strategies in the global environment, including cultural practices, political risk assessment, variations in legal systems and trade law, the intricacies of tariff and nontariff barriers, and market entry decisions. Sources of global information and import/export regulations utilized. Product and brand decisions, promotional adaptations, and pricing strategies explored through cases analysis. Prerequisite: 53:630:508. |
53:630:516Marketing Problems and Research (3) How organizations collect and use information about consumers, competitors, and the environment, from a managerial perspective; use of marketing research for reducing environmental uncertainty and improving marketing decision making. Topics include (1) how to define research objectives and set research parameters, (2) sources of information about consumers and competitors, with an emphasis on new technologies for obtaining information, and (3) analytic methods used to describe and compare research results, as well as methods used for specific decision-oriented research applications. Prerequisite: 53:630:508. |
53:630:517New Product Development (3) New product development in relation to market opportunity and competitive advantage; changes in competition, customer demands, and technology evaluated in terms of the product development process. Idea generation, prototype building, and commercial production. Case studies analyzed. Prerequisite: 53:630:508. |
53:630:518Integrated Marketing Communications (3) Examination of marketing communications from a strategic, managerial perspective. Emphasis on issues associated with analyzing marketing communications needs, and planning and executing effective integrated advertising, sales promotion, publicity, and personal selling campaigns. Addresses marketing communications tools including the Internet, advertising, ecommerce web sites, and traditional marketing communications media. Prerequisite: 53:630:508. |
53:630:519Strategic Marketing Concepts (3) Application of analytic and conceptual models to strategic issues in marketing. Topics include developing a sustainable advantage; allocation of resources across strategic business units, brands, and elements of the marketing mix; understanding competitive dynamics; and offensive and defensive marketing strategies. Issues explored via a competitive marketing simulation game and cases analyses. Prerequisite: 53:630:508. |
53:630:521,522Directed Study in Marketing (BA,BA) Supervised by an individual faculty member and approved by the director of the M.B.A. program. Prerequisite: 53:630:508. |
53:630:670Special Topics in Marketing (3) Topics vary from term to term. Consult the director of the M.B.A. program for specific content each term. Students may enroll in more than one special topics course. Prerequisite: 53:630:508. |
