Marketing Elective Offerings

BUMK 701   Marketing Research Methods; (3 credits)
Prerequisite: BUSI 630; and BUSI 650.
Related Courses: None

The process of acquiring, classifying and interpreting primary and secondary marketing data needed for intelligent, profitable marketing decisions. Evaluation of the appropriateness of alternative methodologies, such as the inductive, deductive, survey, observational, and experimental. Recent developments in the systematic recording and use of internal and external data needed for marketing decisions.

BUMK 706   Marketing Analysis; (3 credits)
Prerequisite: BUSI 650
Related Courses: None

Introduction to modeling tools used to support marketing analysis and decision-making. Applications in strategic marketing, marketing segmentation, new product development, sales promotion analysis, pricing, design of marketing mix, sales force allocation and direct marketing.

BUMK 711   New Product Marketing; (3 credits)
Prerequisite: BUSI 650
Related Courses: None

Management of new products and product lines with focus on innovation process, specifically the development and launching of new products. Topics include: strategic planning and policy for new products, opportunity analysis, idea generation and concept development, project evaluation, product design and development. Also covered: targeting, positioning, and product decisions; market testing and product launch issues. Emphasis on how product managers can best use concepts and tools.

BUMK 712   Consumer Product Marketing; (3 credits)
Prerequisite: BUSI 650
Related Courses: None

Focus of course is strategy development at product catagory level. Attention to integrated marketing communications within that context. Extensive use of primary and secondary data. Analytical skills developed include forecasting, P&L analysis and product category analysis. Role of the product/brand manager is customer-focused companies examined through a simulation.

BUMK 715   Customer Analysis; (3 credits)
Prerequisite: BUSI 650.
Related Courses: None

Analysis of customer decision-making and how marketing strategy can be used to infuence those decisions. Marketing strategies of leading firms in consumer products, technology, and service (including e-service) are analyzed using a variety of case study formats. Current approaches to making research are explored. Focuso focurse is consumer behavior; however, principles can also be applied to the decision-making of business.

BUMK 720   eService; (3 credits)
Prerequisite: BUSI 650
Related Courses: None

Management of service over electronic networks such as the Internet. Focus is increasing revenues through customer acquisition and retention, due to improved service. Topics: leveraging of unique nature of the Internet to improve service; managing customer interface; managing online relationships; and development of e-service in variety of contexts, including government and education. Seminar format fosters active, give and take environment. Guest speakers provide contact with relevant business issues. Discussion of current issues in e-service management.

BUMK 731   Business-to-Business Marketing; (3 credits)
Prerequisite: BUSI 650
Related Courses: None

Focus is large fraction of marketing activity directed to organizational customers (businesses, non-profits, and government). Marketing strategies, tactics and analytical tools most relevant when marketing to organizational customers are covered. Readings, cases and term paper contribute to understanding how to build long-term buyer/seller relationships. Course is appropriate for anyone interested in understanding relationships between organizations, including vertical strategic alliances.

BUMK 736   Service Marketing; (3 credits)
Prerequisite: BUSI 650
Related Courses: None

Examines special challenges service marketing poses for managers. Topics include customer satisfaction measurement and coordination of marketing and operations in the design of service delivery processes, development of the human and technical skills of employees who services, and utilization of emerging technology. Analysis of case studies from a variety of service industries.

BUMK 740   Marketing High Technology Products; (3 credits)
Prerequisite: BUSI 650
Related Courses: None

Examines unique characteristics of marketing in dynamic high technology industries. Explores implications for channel management, product development, and bundling of products and services to develop a unique value proposition.

BUMK 753   International Marketing; (3 credits)
Prerequisite: BUSI 650
Related Courses: None

Environmental, organizational, and financial aspects of international marketing as well as problems of marketing research, pricing, channels of distribution, product policy, and communications which face U.S. firms trading with foreign firms or which face foreign firms in their operations.

BUMK 757   Marketing Strategy; (3 credits)
Prerequisite: BUSI 650
Related Courses: None

A capstone marketing course. Marketing strategies designed to manage products in selected market segments. Topics covered include competitor analysis, buyer analysis, market segments, and product strengths and weaknesses; product related issues are identified and marketing strategies developed, assessed and implemented.

BUMK 758   Marketing TBD; (3 credits)
Prerequisite: BUSI 650
Related Courses: None

Selected advanced topics in the various fields of graduate study in marketing.

BUMK 758   Special Topics: Service Project; (3 credits)
Prerequisite: BUSI 650
Related Courses: None

Student teams work with Center Partner companies on semester-long projects. This course provides students with the opportunity to apply the theories they have learned in their MBA studies to real-life business situations, under faculty supervision.

BUMK 758   Special Topics: Customer Relationship Marketing; (3 credits)
Prerequisite: BUSI 650
Related Courses: None

Customer Relationship Management (CRM) involves methods for using information technology to build more profitable relationships between a firm and its customers. This course explores CRM from the marketing point of view, studying the theory of relationship management and the ways in which customer data bases can be used to build customer profitability. Management of multiple customer "touch points" is examined, as are models of customer response to marketing actions

BUMK 758D   Special Topics: Brand Management; (3 credits)

BUMK 758K   Special Topics: EU Perspecitves on the High Tech Enterprise; (3 credits)

BUMK 758M   Special Topics: Marketing Communication; (3 credits)

BUMK 758P   Special Topics: e-Service; (3 credits)
BUMK 759   Independent Study in Marketing; (6 credits)
Prerequisite: None
Related Courses: None

Independent study for Masters students.