Marketing (630)

53:630:508 Marketing Management (3) Addresses strategic and analytical decision-making in developing, pricing, promoting, and distributing products that deliver value to customers; understanding of current marketplace forces and their impact on managing customer relationships; designing and implementing the best combination of marketing decisions to carry out a firm's strategy. May involve use of decision simulation software.

53:630:509 Database Marketing (3) Use of customer databases to develop classification models with extensive use of the SPSS software package includes a comparison of traditional RFM (regency/frequency/monetary) versus other more advanced approaches, such as logistic regression and decision trees, in maximizing the profitability of marketing campaigns. Students will learn how to build models that predict buyer behavior, as well as assess and improve model performance. Note: Students must purchase SPSS Premium software package from Rutgers software portal

53:630:510 Consumer 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.

53:630:512 Pricing Strategies (3) Techniques and concepts necessary for developing profit-maximizing pricing strategies. Methods for analyzing customer value, costs, and price sensitivity and for integrating these factors into the price-setting process. Extensive treatment of issues such as price segmentation, price format, interactive pricing, and pricing ethics. Prerequisite: 53:630:508.

53:630:515 Global 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 case analysis.
Prerequisite: 53:630:508.

53:630:516 Marketing 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.

53:630:517 New Product Development (3) A managerial perspective on new product development in relation to market opportunity and competitive advantage. Changes in competition, customer demands, and technology will be evaluated in terms of the product development process. Topics will include new product opportunity identification, concept generation, concept and project evaluation, prototype building, product development, and new product launch in both consumer and industrial markets. Case studies will be analyzed and discussed. Prerequisite: 53:630:508.

53:630:518 Advertising and Promotion Management (3) Examines marketing communications from a strategic perspective. Emphasis is placed on analyzing marketing communications needs; understanding how consumers respond to marketing communications; and developing effective integrated advertising, sales promotion, publicity, and personal selling campaigns. Addresses marketing communications tools including the internet, websites, traditional business-to-business and business-to-consumer marketing communications media, and peer-to-peer communications. Prerequisite: 53:630:508.

53:630:519 Strategic 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.

53:630:521,522 Directed Study in Marketing (3,3) Supervised by an individual faculty member and approved by the associate dean of graduate studies. Prerequisite: As determined by instructor.

53:630:530 Brand Marketing (3) Analyzing all aspects of a brand including strategic plans to create, build, and leverage a brand's equity or value over time. Course topics will include brand values, positioning, awareness, image, and loyalty. The course will cover frameworks for developing and launching brand extensions and co-brands, global branding, sustainability, and methods to assess brand performance and profitability. Prerequisite: 53:630:508.

53:630:532 New Product Innovation and Strategy (3) This course deals with the challenge of bringing to the market innovative and efficient solutions to valuable customer needs. This challenge is fundamental to customer-centric innovation and relevant to the development of startup or large company products or services, whether customers are individual consumers or businesses. Students will actively engage in this experiential practicum that emphasizes learning by doing, discussions, field and team work. Will gain an understanding of design thinking, new product development processes, analytical tools used in developing and marketing, while learning how to tell an effective story that engenders internal support. Prerequisite: 53:630:508.

53:630:533 Digital Marketing Strategy (3) This course covers development and management of digital marketing strategy, and the uses of digital media technology, including: social, mobile, and web to enhance customer equity, brand value, and ROI within the framework of an organization's overall marketing strategy.

53:630:534 Strategic Marketing Analytics (3) This course prepares students to develop the analytical skills marketers require to monitor, grow, and sustain competitive advantage. Students will develop abilities in aligning business objectives with metrics; utilizing data visualization, modeling, and text mining techniques; analyzing quantitative and qualitative data; and drawing data-driven consumer insights. The application will emphasize the use of analytics to help make strategic marketing decisions.

53:630:535 Social Media Strategy (3) This course explores how to use social media marketing to achieve strategic marketing goals. Using a mix of theoretical and practical exercises, students will learn to deploy social media as a strategic marketing asset. Objectives include learning and applying social media principles and evaluating how an organization's social media presence adds strategic value. Students will also learn to implement a social media plan, connecting strategic goals to tactical objectives and the social media tools used to listen to and engage with consumers. The course also provides the skills needed to manage and measure social media activity.

53:630:540 South Africa Study Program (3) The Rutgers School of Business-Camden offers a study program on doing business in South Africa. The program highlight is a 12-day study trip over spring break to South Africa, where we visit businesses and government institutions to learn more about marketing practices in this region. Prerequisite: Open to school 53 students. By permission only.

53:630:545 International Learning Abroad Program (3) The Rutgers Camden Learning Abroad program is an alternative opportunity to a traditional semester or yearlong study abroad program. Our emphasis is on integrating brief periods of travel with regularly offered courses in our university curriculum at Rutgers-Camden. This course and field trip will relate the history, culture, economy, politics, and geography to conducting business. After study at home, students and faculty will travel abroad to understand the country and develop business familiarity. Prerequisite: Open to school 53 students. By permission only.

53:630:597 Internship in Marketing (BA) An internship provides real-world experience to those looking to explore or gain the relevant knowledge and skills within the marketing field. Prerequisite: Permission of internship director or instructor.

53:630:670, 671 Special Topics in Marketing (3) Topics vary from semester to semester. Consult the associate dean of graduate studies for specific content each semester. Students may enroll in more than one special topics course. Prerequisite: As determined by instructor.