This course is an advanced study of marketing policy and decision-making based upon a consumer orientation, innovation and creative adaptation to change, cultural implication of marketing action, and the role of theory in marketing. It investigates how marketing affects overall corporate and business decisions and gives students an opportunity to look at high-level strategic marketing decisions in product planning, promotion pricing and distribution.
The consumption process is key to understanding motivation, perception and decision making of consumers around the world. This course examines psychological, cultural, social and contextual influences on the consumption process and equips students with tools useful for increasing customer satisfaction.
This multidisciplinary course in the area of business is designed to: 1) introduce the student to ethics examination on the basis of a scientific (in the analysis) and managerial (in the decision-making) approach to individual and organizational problems involving ethics; 2) review key ethical concepts and frameworks for the study of morality normative ethics justice and economic distribution, the nature of the business and the corporations, ethical issues in the workplace and the moral choices facing employees, consumers and the environment; 3) examine key ethical problems in business of our time, such as the current mortgage and financial crisis, fraud in online and offline commerce, and emerging problems in international management and cross-cultural marketing.
Topics of this course encompass the entire research process from formulating research problem(s) and determining research design to analyzing and interpreting data to help managers and researchers gain actionable information that will lead to intelligent decisions. Techniques for determining a problem or research issue are examined along with the proper methodologies and techniques for collecting and analyzing data. Computer statistical analysis techniques and programs are explored. Also stressed is the proper use of data in the decision making process as well as written and oral communication of research output.
This course explains how strategic business communication has changed due to the rise of social media, and equips students with relevant knowledge and skills to develop business communication strategies that incorporate social media and cutting-edge consumer-to-consumer social interactions. Since social media is heavily technology-driven, the course will also cover related aspects of electronic and mobile commerce and marketing.
Crafting an effective branding strategy has become essential for gaining a competitive edge. This course is designed to equip students with the necessary skills for developing advanced branding strategies to position a strong, unique, and favorable place in consumers' minds. By integrating the marketing mix principles, brand elements, and branding strategies, students will learn how to cultivate robust brand equity. Through engaging in branding projects and assignments, and analyzing case studies, they will also gain insight into the complexities of brand management processes and the key factors influencing them. Special emphasis will be given to incorporating social and environmental responsibility into these strategies.
This course explores the world of artificial intelligence and unlocks its power to transform marketing strategy. The course combines theory and hands-on experience crafting personalized content with AI writing, targeting audiences with precision through segmentation, predicting customer behavior for smarter decisions, and optimizing campaigns with AI-powered analytics and automation. Ethical considerations and responsible AI implementation are woven throughout, ensuring mastery of this technology with confidence. Students will become equipped with a practical toolkit and the ability to leverage AI for a marketing career.
This course is the first part of the MS Marketing program’s capstone experience. It focuses on real-world marketing projects for specific clients. Students form teams to create a student-led consulting agency, collaborating to support a business partner. Projects vary but typically involve marketing research, market segmentation, target marketing, and strategic initiatives for new products or services. Together with its sequel, this course enables students to apply their marketing knowledge and develop skills in analysis, project management, client relations, communication, decision-making, and leadership.
This course is the second half of the capstone experience in the MS Marketing program. Students will continue to work in their student-led consulting agency teams, supporting a business partner. In MARK 6391, students will begin projects that typically involve marketing research, market segmentation, target marketing, and strategic initiatives for new products or services. In this course, students will complete the project, develop a set of recommendations, and present their findings to the client.
This course introduces students to data visualization and dashboarding. Students will learn best practices in data visualization, data retrieval using structured query language (SQL), polish analytical skills, and learn how to design dashboards to support managerial decisions. Students will have the opportunity to gain hands-on experience in data retrieval and visualization. Students will use Tableau as their main tool for data visualization and dashboarding but will develop transferable skills which can apply to most common software packages in the field.
