This professional graduate degree in marketing enables you to bolster your management, analytical and communication skills while benefiting from the departments world-renowned faculty and cutting edge curriculum.
This course is designed as an advanced level introduction to the basic principles and concepts in marketing. The goal is to expose you to these concepts as they are used in a wide variety of settings, including consumer goods firms, manufacturing and service industries, small and large businesses. The course will give you an overview of marketing strategy issues, elements of a market situation analysis (company, customers, and competition) as well as the fundamental elements of the marketing mix – product, price, placement (distribution) and promotion. You will be challenged to apply the principles you learn in class to current and real world marketing issues. As with any class, the knowledge that you take away from the class will be determined in large part by the degree to which you pursue an understanding of the materials covered. This includes reading the assigned materials, asking informed questions, and interacting with your peers as you prepare assignments.
This is a marketing strategy course focusing on branding and brand management which are primarily but not exclusively conveyed through integrated marketing communications, which includes packaging, advertising, web sites, promotions, press releases, corporate facility design and layout, in-facility signage, employee attire, employee pamphlets, corporate policies, corporate communications, and annual reports; ALL firm-authored communication to its various constituents. We will be examining the creation of brands and brand management, evaluating the execution of planned and emergent corporate and marketing communications, and designing integrated, effective, new brand initiatives and communications. Some areas of the content you will be exceedingly familiar with e.g., advertising and corporate culture. Other areas you may be less familiar with e.g., corporate branding initiatives, event promotions, co-branding, product placements, consumption collectives, press releases, and pre-emptive actions designed to head-off potential governmental legislation or favor specific industry standards. We will be examining branding and IMC from many vantages, such as, the production firm, direct and indirect competitors, the advertising agency, marketing consultants, promoters, investors, employees, consumers, government, and society. Our goal is to gain a 360° perspective of branding and marketing communications. Our levels of analysis will shift from individuals to collectives. You will be responsible for conducting primary and secondary research, recognizing branding and communications theories in action, and creating effective brand strategies, corporate communications and marketing campaigns.
Strategic approaches in customer relationship management to include customer identification, acquisition, development, attrition and retention. Analytical tools are used to explore customer databases, lifetime value of customers, and return on marketing investment.
To create and capture value for their firms, marketers use the 4 Ps of the marketing mix – (1) the product, (2) its promotion, (3) its distribution, and (4) its pricing. The first three elements create value for the customer while the last one captures value for the company. If effective product development, promotion and distribution sow the seeds of business success, effective pricing is the harvest. Although effective pricing can never compensate for poor execution of the first three elements, ineffective pricing can surely prevent those efforts from resulting in financial success. The contemporary business world is replete with examples of companies that create great value for their customers yet fail to capture that value in their earnings. One reason is their failure to integrate their value-creating activities with their pricing decisions.
This course is designed to build on the basic principles and concepts of Marketing you acquired in the core course. Our goal is to focus on the effective design and implementation of marketing strategy. You will also be trained in the quantitative analysis required for effective decision making. Special emphasis will be placed on the key challenges of marketing services.
Formulating and implementing strategy for growth; analyzing and influencing market structure; developing, pricing, testing new entries; managing the portfolio.
This course examines how international business variables affect the marketing process. It examines the mechanics and strategies of international marketing, and discusses issues which shape the environment of international business.
This course will provide you with an overview of the issues involved in acquiring, analyzing, and interpreting marketing research data. You should take this class if you intend to interface with marketing research teams or expect to use marketing data in your career. Please note that the course will not provide sufficient depth to prepare you for a career as a marketing research specialist. More specifically, you will gain familiarity with exploratory research (including projective techniques and focus groups), descriptive research (including observational and survey research), and causal research (including experimentation and test marketing). You will also gain skills in the statistical analysis and reporting of quantitative data. The emphasis will be on the interpretation and proper use of these techniques for actual marketing problems such as segmentation, customer analysis, advertising effectiveness, and product design.
After two semesters of working with our world renowned faculty and gaining in-depth knowledge about marketing, students will implement everything they learned during a summer internship with a local or globally owned company. Internships should be in a position that is marketing focus and in an area that interests the student. Internship positions will be 20 hours a week and students will work from the beginning of summer to the end. Students will receive course credit for the work they complete during their internship. Completing a summer internship is a mandatory part of this program’s curriculum.
International students must register for internship in order to take Curricular Practical Training (CPT).
International students who wish to take an internship must submit required paperwork to the International Students Office (ISPS). For deadline and paperwork information, please visit the ISPS website for the CPT packet you will be required to submit to ISPS.