Marketing

Name	Title	Credits	School
MRKT-501	Introduction to Marketing	1.5	Management
Study of the process by which consumers' needs and wants are analyzed and satisfied within the context of a modern marketing system. Investigation of current developments in the external environment affecting the marketing process. The role of marketing institutions in facilitating the flow of goods and services from producers to consumers is analyzed.
MRKT-601	Marketing Management	3.0	Management
The course presents an integrative framework for understanding the role and the challenges of marketing in a modern organization. The determinants of market demand and consumer/buyer behavior and their implication for decision making in the areas of product development and management, promotion, pricing and distribution are analyzed.
MRKT-610	Branding	1.5	Management
This course is designed to appraise the role that branding plays in the contemporary business world. Brand equity is analyzed from the viewpoints of management of brand architecture and the management of customer value. Practical branding experience will be gained through a series of individual and group-based case analysis, exercises and a comprehensive term project. Prerequisite Course(s): MRKT-501
MRKT-701	Sales Force Management	3.0	Management
Applications of fundamental management principles to the sales function of a marketing-oriented firm. The course focuses on the external and internal responsibilities of the sales manager who has to generate and maintain an adequate sales volume while profitably managing human, physical, and geographic resources. Prerequisite Course(s): MRKT-601
MRKT-705	Marketing Research	3.0	Management
The course addresses the issues arising in the process of generating data and information for decision making in the area of marketing. Emphases are on the validity and reliability of the techniques associated with exploratory, descriptive, and causal research designs; methodologies in measurement and scaling, sampling and fieldwork. Basic parametric and nonparametric techniques of data analysis are explored. Students gain experience in analyzing real-life marketing research data using SPSS package, which provides some exposure to the multivariate data analysis. Prerequisite Course(s): MRKT-601
MRKT-710	International Marketing	3.0	Management
Presents a systematic treatment of marketing in a global setting, within the WTO-GATT trading regime. The impact of Cultural-Social-Demographic, Legal-Political, Competitive, Technological, and Economic trends on the international markets' attractiveness will be analyzed. Students will learn to develop STP and Marketing Mix schemes for various foreign market entry strategies, in a group project aimed at an assigned product/market combination. Prerequisite Course(s): MRKT-601 or MRKT-610
MRKT-715	Marketing Communication and Promotion	3.0	Management
Presents an integrated framework useful for understanding the role and uses of promotion within the context of the marketing mix. The emphasis will be on the utilization of communication theories in the development of tactical and strategic promotional programs. The successful completion of the course should enable the student to contribute to the development and implementation of the major components of promotional strategy, (e.g., advertising, selling, sales promotions, and public relations). Current trends in media will be examined with a strong emphasis on new media, including search, social, mobile, and the Internet. Students will gain experience in analyzing new marketing opportunities and develop appropriate plans to leverage the strengths of traditional and emerging platforms for promotion. Prerequisite Course(s): MRKT-501 or MRKT-601
MRKT-725	The Management of New Products	3.0	Management
This course will explore the concepts and special applications in the development and implementation of a marketing strategy for new products. Included will be a consideration of opportunity analysis, innovation, economic evaluation of new products, test marketing and the development of marketing plans. Prerequisite Course(s): MRKT-601
MRKT-730	Management of Customer Value	3.0	Management
The student is provided with a comprehensive appreciation of the value paradigm, supported by an analysis of customer behavior and the application of the marketing concept to the practice and philosophy of the business. From an integrated marketing and operations perspective the student learns strategies to blend the delivery of quality and pricing to maximize value, customer satisfaction, and loyalty. Prerequisite Course(s): MRKT-601 Corequisite Course(s): MGMT-610
MRKT-735	Business-to-Business Marketing	3.0	Management
The course is designed to provide the student with the functional knowledge and skills needed for the analysis, development, implementation, and control of a business-to-business marketing strategy. This will be accomplished through an in-depth investigation of the relationships among suppliers, manufacturers, and distributors in the total supply chain. The student will gain a greater insight into how these organizations work together adding greater value to the consumer.
MRKT-740	Marketing on the Internet	3.0	Management
In this course, students examine the Internet as both a tool for increasing the efficiency of Marketing in traditional areas such as: marketing research of buyer/consumer behavior, segmentation, targeting, and positioning, product/service design, pricing, distribution, and promotion; as well as the platform for a new marketing paradigm of an electronic community that includes the producers, infomediaries, distributors, buyers, and consumers. Prerequisite Course(s): MRKT-601
MRKT-745	Internet Marketing	3.0	Management
The digitization of media is transformational as it concerns best practice approaches to marketing. This course examines the Internet as a tool for communication as well as its contribution to changes in distribution, pricing, and products for a business enterprise. Prerequisite Course(s): MRKT-610
MRKT-750	Marketing Research for Managerial Decisions	3.0	Management
The course examines the issues arising in the process of collecting and generating data, and the data transformation into information for decision making in the area of marketing. Emphases are on the validity and reliability of the techniques associated with exploratory, descriptive and causal research designs; methodologies in measurement and scaling, sampling and fieldwork. Basic parametric and nonparametric techniques, with some exposure to multivariate data analysis, are explored. Students gain experience in analyzing and presenting "real-life" marketing research data analysis using SPSS package. Prerequisite Course(s): MRKT-501
MRKT-760	Customer Relations and Value Management	3.0	Management
This course provides a comprehensive structure of the value paradigm, supported by an analysis of customer behavior and the application of the marketing concept to the practice and philosophy of the business. From the integrated marketing and operations perspective, the student learns to develop strategies that blend the delivery of quality products and services, and pricing to maximize customer value, satisfaction and loyalty. Prerequisite Course(s): MRKT-501
MRKT-765	Marketing of New Products	3.0	Management
Examines the concepts, methodologies, and techniques utilized in the search, development / testing and launch of new products and services. Included will be the consideration of a firm's strategic requirements (for new products), the nature of innovation and consumer response, concept development and testing, market testing, estimation of market potential, and the marketing planning for adding the new products to the existing portfolios. Prerequisite Course(s): MRKT-501
MRKT-775	Consumer Behavior	3.0	Management
Students will investigate the central role of consumer behavior theory to marketing practice in terms of the planning, development, and implementation of marketing strategies and programs. Consumer behavior theory will be explored using concepts from psychology, sociology, anthropology and economics in order to understand, predict, and influence consumer attitudes, preferences, and behavior. Students will have an opportunity to conduct a consumer research project, analyze results, and develop relevant marketing management recommendations. Prerequisite Course(s): MRKT-501