Marketing and Business Analytics

Chris Myers (Interim Department Chair)

Business Analytics - MS

The MS in Business Analytics program is designed to prepare students entering the workforce in the rapidly emerging field of business analytics, which involves collecting, organizing, analyzing, optimizing, and interpreting "Big Data" (huge datasets collected by modern companies) for the purposes of problem solving and decision making. The program is intended to help students identify opportunities hidden in big data and apply these findings to real-world business challenges. Data analysts provide organizations with ideas for smarter strategic management, improved financial performance and better operational efficiencies.  Students will prepare for specific jobs as computer systems analysts, management analysts (business analysts and process analysts), market research analysts, logisticians, and operations research analysts in a wide range of organizations and industries.

The Master of Science in Business Analytics program offers students from business and non-business backgrounds with an opportunity to develop expertise in the art and science of business analytics. Students complete 30-36 hours of graduate courses depending on their backgrounds.

Admission Requirements

Note: The Department reserves the right to suspend from the program any student who in the judgment of the departmental graduate committee, does not meet the professional expectations of the field.

Marketing - MS

The Mission of the MS Marketing Program is to provide quality academic and practical learning experiences to equip students with the knowledge to apply the marketing concepts and theories of marketing management, business-to-business (B2B), marketing, international marketing, and marketing research in a variety of organizations (e.g., businesses and not-for-profit organizations). The MS Marketing program is designed to meet the needs of students in order to prepare them for higher level positions in marketing as well as for students who wish to pursue post-masters graduate programs.

The Master of Science in Marketing program offers students from business and non-business backgrounds with an opportunity to develop expertise in the art and science of business marketing. Students complete 30-36 hours of graduate courses depending on their backgrounds.

Admission Requirements

Note: The Department reserves the right to suspend from the program any student who in the judgment of the departmental graduate committee, does not meet the professional expectations of the field.

BUSA 501 - Intro to Business Analytics
Hours: 3
This course is designed to provide students with a general understanding of the role of big data and business analytics in today’s dynamic organizational environment. Graduate students will learn the process of analyzing big data and discovering new information to support management decision making. Students will learn how business analytics can be leveraged by organizations to gain competitive advantage.

BUSA 516 - Mobile Business
Hours: 3
This course covers mobile apps development, the management of mobile solutions and mobile analytics for decision makers.

BUSA 521 - Project Management
Hours: 3
This course addresses problem-solving of complex projects where the use of data driven analytical skills yields real-world experience. As a team, students will be given the context of a business situation, and then asked to identify relevant tools and analytic frameworks to gain both insights into past and present operations, as well as predictions of future performance. Topics include but are not limited to resource management (time, money, and people), change management, quality control, risk management, leadership, and communication. Prerequisites: Must be taken in last semester. All core courses must be completed, ECO 595, ECO 578, MKT 572, BUSA 542, BUSA 526, BUSA 532, BUSA 537.

BUSA 523 - Business Analytics Programming
Hours: 3
Introduces graduate students to programming business applications in the large enterprise system environment. Programming logic and design, documentation, debugging and testing.

BUSA 526 - Database Management
Hours: 3
This course provides a foundation for the design, implementation, and management of database systems. Students will study both design and implementation issues with an emphasis on database management issues.

BUSA 532 - Data Warehousing
Hours: 3
This course covers the fundamentals of data warehousing architecture and the issues involved in how IT tools and techniques can allow managers to extract analytics and patterns from numeric data. Specific topics covered include the logical design of a data warehouse, the data staging area and extract-transform-load processing, the use of multi-dimensional analysis using OLAP techniques, and other techniques. The course will explore how to support informed decision making and extract predictive analytics and patterns from nonnumeric data by leveraging tools and techniques to analyze unstructured data.

BUSA 533 - Cyber Security and IT Auditing
Hours: 3
An examination of the technical and managerial aspects of Cyber Security and IT Auditing nature of the course. An IT audit is the examination and evaluation of an organization's information technology infrastructure, policies and operations which is critical to understanding cyber security and assurance. This course provides the foundation for understanding the key issues associated with protecting information assets, identifying threats to information assets and planning responses to threats. Addresses the use of analytics tools and techniques to enhance the ability of quality management approaches to improve information and security processes.

BUSA 537 - Advanced Analytics
Hours: 3
This course covers the application of advanced predictive analytical techniques to analyze and map non-traditional data such as text and graphics. This course exposes students to model situations where uncertainty is a major factor. Models include decision trees, queuing theory, Monte Carlo simulation, discrete event simulation, and stochastic optimization, and other techniques such as linear, nonlinear, and integer programming, network models, and an introduction to metaheuristics. Prerequisites: ECO 578, MKT 572, BUSA 542.

BUSA 541 - Global Network Design
Hours: 3
This course teaches students the core modules such as logistics and customer relationship management in enterprise resources planning activities. The course introduces modern quality management approaches including Six Sigma. Students learn global supply chain system design and implementation techniques and practices through class discussions and case analyses.

BUSA 542 - Applied Decision Modeling
Hours: 3
This course covers the development, implementation, and utilization of business models for managerial decision making. Discovered patterns, relationships and statistical findings from Data Mining efforts are often used as input in these mathematical models which are implemented in decision support systems. Students will learn techniques for analytical modeling including decision analysis, optimization and simulation. Examples are introduced that cover applications in strategic planning, financial management, operations, project management, and marketing research.

BUSA 580 - Internship in Business Analytics - BUSA
Hours: 4
The goal of this course is to gain relevant work experience in the student's field of study by developing specific work related skills to improve marketability upon graduation. Students will also build a "network" of professional contacts. Prerequisites: Departmental approval.

BUSA 589 - Independent Study
Hours: 4
One to four individualized instruction/research at an advanced level in a specialized content area under the direction of a faculty member. Prerequisites: Consent of department head.

BUSA 597 - Special Topic
Hours: 3
Special Topics. One to three semester hours. Organized class. May be repeated when topics vary.

MKT 500 - Comp Exam
Hours: 0

MKT 501 - Marketing Environment
Hours: 3
Marketing Environment. Three semester hours. A study of the marketing environment of business with emphasis on major aspects of sociocultural, demographic, technological, global, legal, political, and ethical issues. The study of marketing emphasizes the functional areas of marketing including product and service selection and development, marketing channels, promotion, and pricing. Marketing research, consumer behavior, industrial buying and international implications are also considered.

MKT 521 - GLB/Marketing Management
Hours: 3
A comprehensive study of the effective application of marketing strategies in international and domestic organizations. A case analysis approach and current professional literature are utilized. Prerequisite: MKT 306.

MKT 545 - Small Bus. Brand Mgt
Hours: 3
Small Business Brand Management - Three semester hours This course is a study of the core concepts of marketing as applied to small and medium sized enterprises (SMEs) with emphasis on effectively branding the business. It is designed to prepare students with the skills and requisite knowledge that are necessary to start and run a small business. You also are exposed to important business principles and tools that make the foundation of organizational settings. Pre-requisite: MKT 521

MKT 567 - Consumer Marketing
Hours: 3
Consumer Marketing - Three semester hours This course is designed to provide MBA students with the KNOWLEDGE, UNDERSTANDING and/or APPRECIATION of the mindset of the global consumer. This involves looking into the dynamic environment of the consumer, the consumer buying process and the important psychological as well as sociological variables that influence and motivate today’s global consumer. Pre-requisite: MKT 521

MKT 568 - Advertising and Promotion
Hours: 3
Advertising and Promotion. Three semester hours. An extensive study of the managerial role of decision-making in the promotion of commercial products and services. Contemporary problems of adaptation and development of promotional programs will be analyzed by institutions, government, nonprofit organizations, and consumers with emphasis on the relationship of company goals, ethics, and evaluation methods. Prerequisite: MKT 521 or 491.

MKT 571 - Business to Business Marketing
Hours: 3
Business-to-Business Marketing. Three semester hours. This course gives students a thorough understanding of how key marketing concepts apply to institutional markets. Students will learn to develop an appreciation of the way standard marketing approaches can be modified to fit the needs of a customer base comprised of large corporations and entrepreneurial enterprises. The course focuses on the managerial process involved in identifying and evaluating marketing opportunities to effectively serve industrial markets.

MKT 572 - Seminar in Marketing Research
Hours: 3
Seminar in Marketing Research. Three semester hours. This course emphasizes the analysis of marketing research information as an aid to decision making. It will provide students with a working knowledge of the analytical tools available to market researchers and managers. Techniques of data collection, evaluation of alternative sources of information, and the methods for evaluating data and presenting results are covered. The course also deals with how to define information needs, the use of test marketing procedures and the role of models in decision making. Prerequisite: BA 595 or consent of instructor.

MKT 573 - Internet Marketing
Hours: 3
Internet Marketing. Three semester hours. This course exposes students to key marketing applications relevant to the use of Internet technologies. The goal of the course is to give students the necessary background of concepts, technologies, and applications required for marketing-related activities in the rapidly growing electronic commerce industry. Example topic areas: Topics around which discussions may focus include: E-Corporation, Internet technologies, online advertising, online retailing, customer acquisition, customer service, and marketing to e-customers.

MKT 574 - CRM
Hours: 3
Customer Relationship Management - Three semester hours This class will explore the opportunities and challenges presented by a popular business practice - Customer Relationship Management (CRM). CRM is considered the new "mantra" of marketing. It focuses on maximizing customer value. This is accomplished by the development and management of cooperative and collaborative relationships. MKT 521

MKT 580 - Marketing - Internship
Hours: 4
The goal of this course is to gain relevant work experience in the student's field of study by developing specific work related skills to improve marketability upon graduation. Students will also build a "network" of professional contacts.

MKT 586 - GLB/International Marketing
Hours: 3
A study of the significance of international trade for imports and exports. Adaptation to different cultures and ethics for global competition in U.S. markets are extensively analyzed. Prerequisite: MKT 521.

MKT 589 - Independent Study
Hours: 3
Individualized instruction/research at an advanced level in a specialized content area under the direction of a faculty member. May be repeated when the topic varies. Prerequisites: Consent of department head.

MKT 597 - SPECIAL TOPICS
Hours: 1-4
Special Topics. One to four semester hours. Organized class. May be repeated when topics vary.

MKT 599 - Internship in Elec Commerce
Hours: 3
Internship in Electronic Commerce. Three semester hours. This course provides the student with an opportunity to obtain professional experience in an electronic business under the direction of a university faculty member.

Marketing and Business Analytics

Robert Folden
Assistant Professor
B.A., Bryan College; M.A., University of Iowa; Ed.D., Grambling State University.

Bo Han
Assistant Professor
M.B.A., Wayne State University; Ph.D., University of North Texas

Alma T. Mintu-Wimsatt
Professor
B.S., University of the Philippines; M.B.A., Ph.D., University of Kentucky.

Chris Myers
Professor and Department Head
B.S., United States Air Force Academy; M.S., Ph.D., University of Texas at Dallas.