data bases in communications strategy, the emergence of one-to-one marketing, and measurement of marketing productivity. Prerequisite: MKTG 5115 (RG204). mKtG 5645 - Business and industrial Marketing
explores the differences between consumer markets and business-to-business or industrial markets. Organizational buying models are discussed as they apply to a variety of purchasing situations. special consideration is given to industrial and high technology market segmentation, industrial distribution, industrial sales practices, and requirements of cross functional marketing.
Prerequisite: MKTG 5115 (RG204). mKtG 5650 - strategic Brand management the objective of this course is to provide students with an advanced understanding customer behavior in relation to marketing strategies in building, leveraging, and enhancing brand equity and formulating strategic brand decisions, such as positioning and designing brands, building and
leveraging
Prerequisite: mKtG 5115 mKtG 5655 - Pricing strategies
One of the most closely scrutinized aspects of the marketing mix, pricing is a critical factor in the success of both new and old products and services. this course examines the price- setting process and the role of marketing, engineering, manufacturing and other business functions in price determination. students will integrate economic and behavioral aspects of customer response to pricing, legal constraints as they impact the marketing manager’s pricing flexibility, and the particular problems of pricing within the context of a global marketing strategy. Prerequisite: MKTG 5115 (RG204). mKtG 5660 - customer Behavior the analysis of customer behavior as it informs marketing decisions -- customer relationship management, brand management, and marketing strategy. Topics: customer information search; customer responses to marketing communications; customer choice processes; post-choice experiences, including product consumption and usage, satisfaction, brand and supplier loyalty, and customer defection; internal and external influences on customer behavior; and customer behavior research methods. the course considers both online and traditional behaviors, as well as individual, household and organizational customers.
Prerequisite: MKTG 5115 (RG204).
MKTG 5662 - Services Marketing
An examination the application of marketing principles to the service arena. exploration of the differences between the marketing of goods and services. development of appropriate decision models for services in consumer and industrial market segments and the use of services as a differentiation tool for product marketers. Topics include new service development; the service-profit chain; evaluating service quality; strategic service management; and the impact of customer satisfaction and loyalty on company profits. A variety of service industries are used as points of illustration, including telecommunications; insurance and financial services; health care; and business-to-business services such as advertising, temporary employees, and accounting.
Prerequisite: MKTG 5115 (RG204). MKTG 5665 - New Media Marketing strategies
this course will provide students with both an advanced understanding of the role of media in marketing strategy and how to use new media to understand and communicate with consumers using new media. Particular attention will be on how companies can and do leverage new media to develop a competitive advantage in the marketplace, and how consumers use new media to engage in and co-create marketplace experiences. Prerequisite: MKTG 5115 (RG204). mKtG 5894 - seminar
investigation and discussion of special topics in marketing.
Prerequisite: MKTG 5115 (RG204). MKTG 5895 - Special Topics in Marketing faculty-student interaction on a one-to-one basis involving independent study of specific areas of marketing. Emphasis, selected by the student, may be on theoretical or applied aspects. A written report is required.
mKtG 6200 - investigation of special topics Prerequisite: open only to students in the Marketing doctoral program (RG651). mKtG 6202 - introduction to consumer Behavior
this course provides coverage of major research topics in consumer behavior, such as: theory development and testing, judgment and decision making, information search, memory, attitude theory, learning, group and interpersonal influence.
mKtG 6203 - introduction to Quantitative Applications in Marketing
this course introduces students to the techniques and concepts of quantitative marketing modeling. Topics would typically cover: empirical models such as brand choice models, purchase quantity models, purchase timing models, related estimation issues such as heterogeneity and endogeneity, basic microeconomic and industrial organization models, and the use of such models in marketing applications such as pricing, channel strategies, customer word-of-mouth and retail competition.
mKtG 6209 - introduction to research in Marketing
this course introduces students to the contents and nature of academic marketing research. topics typically include: an introduction to the area of marketing, theory development in marketing, research and the research process in marketing, a typology of research areas in marketing, a survey of research techniques in marketing (including qualitative, experimental, survey based, econometric, and analytical), and a survey of the base disciplines upon which marketing draws for theory (psychology, economics, and sociology).
mKtG 6210 - strategic Applications in Marketing
this survey course acquaints students with the state of the art in strategic marketing. topics are subject to change at the discretion of the instructor, but would typically cover strategic issues related to products, firms, customers and competition.
mKtG 6211 - multivariate Analysis in Marketing
this course will present an overview of various multivariate statistical methods. topics are subject to change at the discretion of the instructor, but would typically cover: discriminant, canonical, cluster, and factor analysis; multidimensional scaling; and conjoint, logit, probit and tobit analysis. hands on experience in use of these methods will be provided; the primary focus will be on marketing applications.
mKtG 6212 - socio-cultural Aspects of consumer Behavior
this course focuses on the socio-cultural aspects of consumer behavior, such as consumer identity, consumption signs and symbols, cross-cultural consumption, class,
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culture and consumption, consumption practices, transformative consumer research, and historical and ethnographic perspectives on consumer behavior.
mKtG 6213 - Advanced Quantitative Applications in Marketing
this course reviews advanced topics and recent developments in quantitative marketing. Current topics may include: dynamic structural models, numerical dynamic programming, learning models, entry and exit, and multi-category models. students use these models and methods with empirical data to address marketing problems. A pre-requisite for this course is completion of mKtG 6203 or the equivalent as determined by the instructor.
mKtG 6296 - special topics: Progress toward Qualifying Paper
Open only to students in the Marketing doctoral program. independent study under faculty supervision in area chosen for doctoral student’s qualifying paper. satisfactory progress on qualifying paper (including literature review and research conceptualization) is required. Student can also develop research design, conduct pilot studies, refine questionnaires and measures, or develop a framework for model specification and model estimation. A written report is required.
Prerequisite: open only to students in the Marketing doctoral program (RG710).
courses
operations & information management oPim 5103 - managerial statistics
A manager is concerned with recognizing and formulating statistical problems in business decision-making. This course covers some of the more familiar classical inference procedures and the basic statistical concepts that are often essential to the interpretation of business data. methods of understanding variability, and detecting changes are explored using descriptive, exploratory, and inferential statistics found in widely available statistical packages. Topics include: discrete and continuous random variables, sampling, confidence intervals, hypothesis testing, and linear regression.
open to graduate business students only, others with permission. Prerequisite: undergraduate calculus course or oPim 5602 (RG3739).
oPim 5110 - operations management An operations manager is concerned with
designing, operating and controlling a system for producing goods and services. design decisions include selecting a process technology, organizing jobs, selecting vendors, and developing the location and layout of facilities. operating the system involves planning and scheduling work and material flow, controlling quality, and managing inventories. General systems concepts and models are developed and applied. Topics include process flow analysis, inventory systems, waiting line analysis, quality design, capacity resource planning, project management, and integrating operations with the firm’s strategic plans. open to mBA students, others with permission. Prerequisite: oPim 5103 (RG2094).
oPim 5165 - management information systems
A manager is concerned with the solution of business problems by exploiting the information resources that are becoming available through the explosion in
information technology. the emphasis is on business applications and how to structure the development and use of information systems for maximum benefit to the organization. topics include: decision support systems, impact of the computer upon individual and organizations, competitive implications, technology change, telecommunications, and control of information systems resources. open to mBA students, others with permission (RG2090).
oPim 5270 - introduction to Project management
Business objectives are increasingly solved by projects. many projects fail to produce the expected results, are over budget, or not completed on time. Good project management significantly improves the likelihood of a successful project. This course will examine the project management process and the management of a portfolio of projects, with focus on techniques to overcome the pitfalls and obstacles that frequently occur during a typical project. it is designed for business leaders responsible for implementing projects, as well as beginning and intermediate project managers.
open to mBA students, others with permission. Prerequisite: oPim 5165 (RG2096).
oPim 5272 - Business Process modeling and data management
managing and improving a business process adds to the bottom line, and data is a core business asset derived from multiple business processes. the need to manage
both efficiently and use them effectively has assumed paramount importance. this course introduces market-leading techniques that help to identify and manage key data from business processes. it provides the essential tools required for data mining and business process re-engineering. it combines lecture, class discussion and hands-on computer work in a business-oriented environment.
open to mBA students, others with permission. Prerequisite: oPim 5165 (rG 2095).
oPim 5602 - mathematical Analysis for Business
review of algebra followed by introduction to functions, limits, differentiation, integration, vectors, matrices and linear programming. examples and applications of mathematical topics to business problems. oPim 5602 Prerequisite
oPim 5604 - Predictive modeling introduces the techniques of predictive modeling in a data-rich business environment. covers the process of formulating business objectives, data selection, preparation, and partition to successfully design, build, evaluate and implement predictive models for a variety of practical business applications. Predictive models such as neural networks, decision trees, Bayesian classification, and others will be studied. The course emphasizes the relationship of each step to a company’s specific business needs, goals and objectives. the focus on the business goal highlights how the process is both powerful and practical.
open to mBA students, others with permission. Prerequisite: oPim 5103 (RG2094).
oPim 5620 - managing and controlling information systems
examines the management control problems and systems development processes from the dual perspective of (a) managers of the computer information system, and (b) the organization as a whole, including persons who interact extensively with the systems personnel or are administratively in a position to influence the information system.
Prerequisite: OPIM 5165 (RG209). oPim 5641 - Business decision modeling the course discusses business modeling and decision analysis. covers topics such as optimization, simulation, and sensitivity analysis to model and solve complex business problems. As spreadsheets are often used as software tools for such problem solving, the course will emphasize developing high quality spreadsheets to ensure that the