5115. Marketing Management

This course provides an introduction to key marketing concepts of interest to all business managers. Students learn to think strategically about customers and competition and develop an understanding of how firms manage products, prices, channels and promotions in an integrated manner. Students gain experience identifying opportunities and threats in the market environment, and making segmenting, targeting, and positioning decisions.

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5220. Big Data and Strategic Marketing

Offers students the tools to analyze "big" data, to identify patterns that have actionable marketing value. Students will gain hands-on exposure to advanced analytical tools such as neural networks, market basket analysis, sequence detection, text mining, and use of state-of-the-art business modeling software to apply course concepts. Applications include financial services, retail, advertising, insurance, health care and human resources. Directed at students preparing for positions in digital analytics, digital marketing, marketing research, and consulting.

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5230. New Product and Service Innovation Management

This course provides strategies and tools to develop and commercialize new products. Students learn how to evaluate new product ideas, integrate cross-functional innovation processes, allocate new product investments, accelerate new product commercialization, and forecast sales of new products. Students gain experience developing and evaluating new product concepts.

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5250. Marketing Research and Intelligence

This course provides a framework and tools for obtaining and using data to gain marketing insights. Students learn to identify the most appropriate quantitative and qualitative research techniques to answer particular marketing questions, design studies for maximum insight, identify and apply appropriate methods to collect and analyze data, and communicate findings to aid managerial decision making. Students gain practice conducting research, analyzing data, and reporting findings.

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5251. Marketing and Digital Analytics

This course provides an understanding of how marketing and digital analytics can be used to gain insights and make marketing decisions. Students learn how to use analytics to discover customer needs, satisfy customer preferences, predict customer behavior, and allocate media and communication resources. Students gain hands-on experience designing, conducting, and communicating results of analytics initiatives.

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5625. Marketing for Global Competitiveness

This course provides a framework for competing in the global marketplace. Students learn how to use customer, country, and product portfolio analysis to develop effective marketing strategies in global markets. Students gain practice developing and recommending global market strategies.

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5640. Integrated Marketing Communications in the Digital Age

A strategic approach to the design, coordination, integration, and management of marketing communications. Students will develop an integrated marketing communications campaign using traditional, social, and mobile media with an emphasis on the competitive and strategic value of communications in the marketplace. Directed at students preparing for positions in integrated marketing communications, digital marketing, product and brand management, and customer management.

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5650. Strategic Brand Management

This course provides a framework and tools to build, leverage, and enhance brand equity. Students learn to design brands and brand extensions, build brand communities, measure brand assets, and evaluate brand performance. Students gain knowledge and experience designing branding strategies.

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5655. Pricing and Revenue Management

This course provides an overview of pricing strategies and tactics to achieve revenue management goals. Students learn how to develop pricing strategies to account for temporal changes in customer demands, differences across customer segments, loyalty programs, product inventory, and price-quality relationships. Students gain experience using analytic tools for revenue management.

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5660. Customer Insights

This course provides a framework and tools to gain customer insights in B2C and B2B settings. Students learn how to evaluate internal and external influences on buyers’ information search, choice decision, and post-purchase behavior. Students gain experience using customer insights to enhance customer satisfaction, build brand loyalty, and drive word-of-mouth.

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5665. Digital Marketing

This course provides a framework and tools to develop winning digital marketing strategies. Students learn how to evaluate digital marketing environments, construct and interpret digital analytics, and design social media strategies in pursuit of long and short-range marketing goals. Students gain experience analyzing and developing integrated digital marketing strategies.

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5670. Marketing with Search Engines and Social Media Platforms

This course provides conceptual and analytical tools for the creation, implementation, evaluation, and management of marketing campaigns on search engines and social media platforms. Students develop skills in Search Engine Optimization, bidding in online advertising auctions, creating ad campaigns under budget constraints, targeting social media users, identifying influencers, and managing user-generated content. Students gain experience estimating digital advertising ROI and conducting sentiment analysis of textual data from online content platforms.

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5894. Seminar

Investigation and discussion of special topics in marketing.

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5895. Special Topics in Marketing

Faculty-student interaction on a one-to-one basis involving independent study of specific areas of marketing. Emphasis, selected by the student, may be on theoretical or applied aspects. A written report is required.

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6200. Investigation of Special Topics

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6202. Psychological Approaches to Consumer Behavior

This course provides an introduction to major topics in psychological approaches to consumer research. Students learn how to evaluate academic research on consumer behavior, to develop their own research ideas within the context of extant research, and to present these ideas to other researchers.

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6203. Quantitative Models in Marketing

This course examines empirical models in marketing. Students learn about individual and firm-level models and the use of secondary data, text analysis, and natural experiments, to predict and explain consumer and firm behavior. Students gain an understanding of model estimation issues, such as heterogeneity and endogeneity, and approaches to address these issues.

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6209. Academic Research in Marketing

This course provides an overview of the scope of the marketing discipline and academic research in marketing. Students learn about consumer and firm perspectives in academic marketing research, theory development, research approaches and methods, and practical tools for success as a marketing scholar.

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6210. Strategic Applications in Marketing

This course examines the role of marketing within the firm and exchanges between firms and customers. Students learn about marketing actions and their impact on firm offerings, customer relationships, and market performance. Students gain an understanding of modeling approaches and types of data used in strategic marketing models.

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6211. Multivariate Analysis in Marketing

This course provides an overview of multivariate statistical methods in marketing. Students learn multivariate statistical techniques such as discriminant, canonical, cluster, and factor analysis; multidimensional scaling; conjoint; and logit, probit, and tobit analysis. Students gain hands-on experience using these techniques for marketing applications.

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6212. Special Topics in Consumer Behavior

This course examines prominent topics in consumer research, as well as topics of faculty interest and expertise. Students gain an appreciation of current research and methods for investigating consumer behavior research questions, develop their own research ideas, and practice communicating these ideas to other scholars.

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6213. Advanced Quantitative Applications in Marketing

This course focuses on advanced topics and recent developments in quantitative marketing. Students learn about advanced modeling approaches. Students gain experience using these approaches with empirical data to address marketing problems.

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6296. Special Topics: Research Implementation and Progress toward General Examination

In this advanced course, students conduct academic research under faculty supervision to address a marketing problem and demonstrate their ability to use empirical, theoretical, and/or descriptive analytical approaches.

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