Marketing MS

Master of Science in Marketing - Option II Non-Thesis

Foundation Study in Marketing and Management
These courses can be waived for students with appropriate undergraduate coursework.
ECO 502Quantitative Analysis for Managers 3
MKT 501Marketing Environment3
MGT 501Foundations of Management3
FIN 501Finance for Decision Makers3
Required Core Courses (21 semester hours)
MKT 521GLB/Marketing Management3
MKT 524Consumer and Buyer Behavior Analytics3
MKT 547Product Innovation and Supply Chains3
MKT 568 Integrated Marketing Communication (IMC) and Promotion3
MKT 569Interactive and Digital Marketing3
MKT 572Seminar in Marketing Research3
MKT 529Marketing Strategy and Decision Making3
Research Component (3 semester hours required)
ECO 595Applied Business Research3
Should be taken in the student’s first semester of core courses in the marketing orientation of the MS degree plan
General Option (no minor): 6 semester hours required (Choose 2)
MKT 545Small Bus. Brand Mgt3
MKT 567Consumer Marketing3
MKT 574CRM3
Marketing Analytics Minor: 6 semester hours required
MKT 570Marketing Analytics & Intelligence3
MKT 574CRM3
or MKT 580 Marketing - Internship
Digital Marketing Minor: 6 semester hours required
MKT 573Internet Marketing3
MKT 580Marketing - Internship0-4
Total Hours30

Note

Other graduate courses may be approved by the Graduate Programs in Business & Technology Advising Center, provided the student has a minimum of 6 courses (18 semester hours) in Marketing.

Successful completion of the Comprehensive Exam is required of all students.

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 524 - Consumer and Buyer Behavior Analytics
Hours: 3
Course Description: The course examines how to analyze data that can be used to describe past buying behaviors, predict future ones, and be able to develop new strategies to influence future purchasing decisions. Students are expected to gain knowledge on key marketing problems in customer acquisition, development, and retention. The course introduces data analytics techniques tailored to those problems, including predictive analytics and large-scale testing. Students apply each technique to a large consumer-level database, learning how to target consumers individually, and how to derive customer insights. Prerequisites: MKT 521, ECO 595.

MKT 529 - Marketing Strategy and Decision Making
Hours: 3
The course focuses on the study of marketing problems. Problem areas to be studied include market and profitability analysis, marketing planning, strategy, and control. The course will also examine the key parts of a business strategy and a marketing strategy. The issues such as conflicting strategic objectives, particularly under risk and uncertainty, will be evaluated and decision making processes will be studied. Prerequisite: MKT 521, MKT 572, MKT 547, MKT 524.

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 547 - Product Innovation and Supply Chains
Hours: 3
MKT 547 Product Innovation and Supply Chains Product Innovation and Supply Chain: The course focuses on how to deal strategically with supply chain issues and challenges. Successful supply chain management requires cross-functional integration of key business processes within the firm and across the network of firms. The challenge is to determine how to successfully accomplish this integration. Other topics covered include, logistics, forecasting, inventory management, supply contracts, strategic alliances, supply chain integration and design, procurement and outsourcing, customer value and value chains, international issues, as well as product innovation and product life cycles. Prerequisites: MKT 521.

MKT 567 - Consumer Marketing
Hours: 3
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.Prerequisites: MKT 521.

MKT 568 - Integrated Marketing Communication (IMC) and Promotion
Hours: 3
Course Description: The course examines various communication modes available to reach out to the target customer as well as planning and execution of promotional programs, strategy development, segmenting and positioning. In addition, the course will examine elements of the marketing communications mix, the latest trends and tools that are used in integrated marketing communications. Students will gain knowledge on how to design promotion campaigns, public relations, cause related marketing, crisis management, social media marketing, and search engine optimization for products and services. Prerequisites: MKT 521.

MKT 569 - Interactive and Digital Marketing
Hours: 3
Course Decription: This course integrates social media, search marketing, e-commerce, and mobile, other emerging formats of digital Marketing . Students will gain an understanding of how to apply these formats to achieve business objectives and how to assess emerging trends. Contemporary challenges surrounding acquiring customers, generating leads, customer loyalty, brand building, customer relationships, analytics, and analyzing consumer behavior in the digital marketplace will be investigated. Current professional and scholarly literature will be utilized. Prerequisites: MKT 521.

MKT 570 - Marketing Analytics & Intelligence
Hours: 3
This course emphasizes the processes and technologies necessary for measuring marketing performance. The student will learn to use the processes and tools needed to gather and analyze data from multiple marketing channels over a specific time period to allow for better marketing strategy decisions. . Prerequisites: MKT 521.

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
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. Prerequisites: MKT 521 and ECO 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: 0-4
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: 0-3
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.