M.S. in Marketing

GRADUATE STUDY

Overview

The Master of Marketing provides an in-depth program for professionals from marketing and other areas who are looking to enhance their marketing knowledge and skills and respond to changes in the marketing environment. A comprehensive range of marketing subjects is offered with some flexibility to enable students to tailor their program to their particular needs. The program is designed to enable students to draw on their workplace experience and enhance their marketing practice through engagement with theoretical frameworks and emerging debates in the marketing discipline.

COURSE CONTENTS

Fall Semester

Spring Semester

Summer Classes

COURSE DESCRIPTION

MKT 701: Global Marketing:-

In an ever-expanding world, understanding how marketing decisions must be adapted to be global rather than just domestic is essential for successful careers in business. The course will present current frameworks, research, and applications that will prepare students for marketing careers. The course will largely be taught in an interactive-discussion mode and will be taught by an internationally renowned scholar, teacher, and consultant.

MKT 711: Customer Relationship Strategy & Practice:-

Intensifying competition and new opportunities enabled by technology are leading firms to ‘customer-centric marketing’. The term Customer Relationship Management (CRM) was popularized in the 1990’s – but all too often meant little more than (expensive) software and technology. This course addresses customer relationships at a strategic marketing level where the goal is to use customer information to build customer loyalty and relationships with the ultimate goal of improving both customer satisfaction and the firm’s bottom line. The course will focus primarily on firms in ‘data-rich’ environments – that is, firms with detailed data on individual customers and firms with many customers. Topics covered include the satisfaction – profit chain, customer loyalty and loyalty programs, customer economics including customer profitability and lifetime value, customer acquisition, customer development via up-selling, cross-selling and personalization, customer attrition and retention, and customer winback.

MKT 715: Marketing Strategy:

This course covers the design of marketing strategy and its implementation in marketing plans. As organizations have become more customer oriented, marketing strategy and planning has developed into a critical managerial activity. New research findings and much improved practice have developed in recent years as a result. My educational objective is to provide a solid analytical framework within which you will learn to develop your strategic thinking, to create a sophisticated awareness of the cutting edge developments in the field, and to provide the experience of applying these concepts in the context of both case studies and a competitive market simulation game - MARKSTRAT. More specifically, you will be introduced to the elements of marketing analysis that are at the core of making strategic marketing decisions: customer analysis, competitor analysis, and company analysis.

MKTG 5761 Business to Business Marketing:-

This course provides graduate students with an understanding of the role of business to business marketing as it pertains to business, government, and institutional customers. The course places a heavy emphasis on buyer-seller interaction embodying business to business marketing. In addition to discussing the standard theories and covering the subject domain of business marketing, the course focuses on the finer aspects of business to business marketing negotiations using exercises and readings. Student groups enact complex industrial buyer-seller negotiations striving to achieve their respective organizational goals.

MKT 717: Service Marketing:-

The objective of this course is to supplement basic marketing and marketing strategy courses by focusing on problems and strategies specific to marketing the intangibles. Problems commonly encountered in marketing intangibles-- such as inability to inventory, difficulty in synchronizing demand and supply, difficulty in controlling quality will be addressed. The emphasis in the course will be on service universals rather than on any particular industry (such as bank marketing). However, concepts will be illustrated using cases, examples, and exercises in service industries such as banking, health care, financial planning, consulting, the professions, and communication as well as manufacturing and high tech industries (both of which depend heavily on services to provide value). The course is designed not just for students with careers in services industries but also careers in goods industries with high service components (e.g., industrial products, high tech products, durable products).

MKT 736: Contemporary Marketing Concepts:-

Designed for students with no prior course work in the field of marketing. A wide spectrum of marketing institutions and activities is covered. The impact of marketing on the total firm, the economy, and society in general is assessed. The course is intended to develop and organize the fundamental marketing concepts necessary to an analytical study of consumer behavior, the economic environment, and four managerial aspects of marketing. The acquisition and utilization of marketing research data for problem solving is stressed. Relation and integration of basic marketing knowledge to the successful development of sound marketing policy, planning, and strategy is developed.

MKT 737: Marketing Planning and Strategy

Emphasizes the development of a total marketing program through an analytical study of the marketing-mix, the diagnosis of the business situation, along with the influence of exogenous variables and the development of an effective campus marketing strategy. Stresses importance of an integrated marketing plan and utilizes modern decision-making tools. Supplementary readings, journal articles, and current periodicals are used to place the theoretical framework of the course into the contemporary environment of the market place.

MKT 738: Consumer Motivation and Behavior:

- An analysis of the socio-psychological foundations of consumer behavior includes personality differences, needs and wants, status symbols, social change and mobility, and fads and fashions. Consumer spending and saving habits, product preferences, leisure-time patterns, shopping behavior, and motivation research also are examined for their impact on advertising, selling, and marketing management.

MKT 748: Marketing and Business Research:-

A broad approach to marketing research as a model for acquiring, retrieving, and analyzing decision-making information. Includes market measurement, evaluation of sales, and cost effectiveness, sales forecasting, and primary marketing research studies aimed at solving specific problems. Emphasis is placed also on building a theoretical and analytical framework to provide flexibility in the design of marketing experiments and in judging recent research innovations.

MKT 799: Writing of Master Dissertation