MARKETING MANAGEMENT (3 CREDITS)
Substantive and functional aspects of marketing management. Consumer behavior, competitive analysis, target market selection, market segmentation, branding, product development and positioning, pricing, marketing communications, distribution management.

MANAGERIAL ECONOMICS (1.5 CREDITS)
Tools of economic analysis applicable to managerial decisions. Market structures and political economies, equilibrium, efficiency, externalities, demand, costs, marginal revenue, scale economies. Game theory, network effects, moral hazard, adverse selection, price discrimination.

FINANCIAL ANALYSIS AND PLANNING (3 CREDITS)
Basic theory and practice of corporate finance. Overview of financial management and its environment, time value of money, bond valuations and interest rates, risk and return, capital asset, pricing model, stock valuation, market equilibrium, capital budgeting, cash flow analysis.

CONSUMER BEHAVIOR (3 CREDITS)
Consumer psychology and how consumer behavior is shaped or altered. Consumer research, consumer decision-making, perception, attitudes and interests, persuasion, brand personality, cultural influences.

STATISTICS FOR MARKETING DECISIONS (1.5 CREDITS)
Basic statistical concepts, procedures, and decision-making. Descriptive statistics, probability and probability distributions, sampling methods and sampling distributions, confidence intervals, hypothesis tests of means and mean differences, correlation coefficients, simple and multiple regression relationships.

STRATEGIC BRAND MANAGEMENT (1.5 CREDITS)
Prerequisite MK 601 Marketing Management
Brands and brand portfolios as valuable assets at competing firms. Customer-based brand equity, brand image and brand personality, brand elements, consumption experiences, and brand marketing programs. Decisions and processes to build and maintain brand equity.

GLOBAL MARKETING STRATEGY (1.5 CREDITS)
Prerequisite MK 601 Marketing Management
Marketing as a global discipline. Assessing global marketing opportunities, balancing local responsiveness and global synergies. Segmenting, targeting, positioning of products and services in a global environment. Global marketing trends

MARKETING RESEARCH (3 CREDITS)
Prerequisite MK 601 Marketing Management
Scope and function of marketing research in making marketing decisions. Problem definition, secondary data, exploratory research, descriptive and causal research, measurement and questionnaire design, sampling of data sources, data analysis, research reporting.

ELECTIVE COURSES

PRODUCT MANAGEMENT (1.5 CREDITS)
Prerequisite MK 601 Marketing Management
Decisions in product management and strategy to achieve long term competitive advantage. Analysis of market attractiveness and company competiveness, product life cycle and strategy, product design and positioning, profitability, contemporary and global perspective.

INNOVATION AND NEW PRODUCT MANAGEMENT (1.5 CREDITS)
Prerequisite MK 601 Marketing Management
Innovation and new products as sources of value to competing firms. Generation of new product ideas, evaluation of new product concepts, testing and development, new product launches.

PRICING STRATEGIES (1.5 CREDITS)
Prerequisite MK 601 Marketing Management
Customer value management for products, services, and experiences to produce and maintain strategic competitive advantage. Yield management, dynamic pricing, pricing for product lines and fighter brands, price fairness, profitability, customer lifetime value, auctions, “free” models.

INTEGRATED MARKETING COMMUNICATIONS (1.5 CREDITS)
Prerequisite MK 601 Marketing Management
Processes to develop, manage, and evaluate an integrated marketing communications campaign. Theory and examples from diverse marketing communications (traditional and new media, Internet marketing, foreign markets). Corporate identity, creativity, media and messages, tactics, implementation, evaluation.

CHANNEL MANAGEMENT (1.5 CREDITS)
Prerequisite MK 601 Marketing Management
Channel management as a source of competitive advantage. Overview of retailing, wholesaling, physical distribution, channel design to build and protect brands, black and gray channels, channel coordination, channel structure, macro forces affecting channel performance.

SUPPLY CHAIN MANAGEMENT (1.5 CREDITS)
Prerequisite MK 601 Marketing Management
Systematic design, operation, control, and improvement of key business processes. Process flow viewpoint, flow diagrams, line balancing, waiting line analysis, network diagrams, uncertainty and inventory control, supply chain dynamics, tradeoffs between process improvement possibilities.

RETAIL MANAGEMENT (1.5 CREDITS)
Prerequisite MK 601 Marketing Management
Processes to help end consumers select, purchase, and service the goods they need and want. Overview of retailing, assortment planning, private label development, management of in-store operations for display, pricing, and customer service. Forecasting, vendor selection and relations, information technology, site location.

CUSTOMER RELATIONSHIP MANAGEMENT (1.5 CREDITS)
Prerequisite MK 601 Marketing Management
Customer relationships at a strategic marketing level. Best practices, loyalty and customer satisfaction, models of lifetime value and segment profitability, CRM software and database construction, CRM implementation, use of information, generating leads and new customers.

DIGITAL MARKETING (1.5 CREDITS)
Prerequisite MK 601 Marketing Management
Goals, strategies, tactics, best practices of e-marketing. Website design, branding, promotion, and performance metrics. Integration of digital and traditional marketing, content marketing strategy, email and search engine optimization, monitoring and using social media.

SERVICE MARKETING (1.5 CREDITS)
Prerequisite MK 601 Marketing Management
Overview of service industries, marketing practices, and the service experience. Managing service personnel and service customers, measuring satisfaction, service quality, service failure and effective recovery strategies, facilitating customer loyalty and retention, creating a world-class service culture.

INTERNATIONAL MARKETING (1.5 CREDITS)
Prerequisite MK 601 Marketing Management
Course Description Marketing strategy for international markets. General process of internationalization, market selection analysis, market entry strategies, product strategies, distribution and pricing strategies. International marketing goals, strategies, practices.

STRATEGIC USE OF MARKETING INFORMATION (1.5 CREDITS)
Prerequisite MK 601 Marketing Management
Course Description Framework to understand economic, strategic, and transformational implications of Information Technology (IT) to manage and evaluate products and services. IT to serve customers, increase differentiation, change industry structure, improve efficiency, alter a firm’s boundaries.

CORPORATE ACCOUNTABILITY (1.5 CREDITS)
Prerequisite MK 601 Marketing Management
Course Description Broad, complex responsibilities facing businesses today. Legal, ethical, economic, social, and environmental responsibilities. Management and governance systems to promote responsible conduct, personal values, stakeholders, current issues in corporate accountability and corporate responses, governments, NGOs.

QUALITATIVE MARKETING RESEARCH (1.5 CREDITS)
Prerequisite MK 601 Marketing Management
Course Description Research design, execution, analysis, and reporting of data in the form of words. Depth interviews, focus group discussions, diary and journal research, projective techniques, observation. New forms of qualitative research: digital communications, online bulletin boards, video conferencing.

MARKETING RETURN ON INVESTMENT (1.5 CREDITS)
Prerequisite MK 601 Marketing Management and MK 603 Financial Analysis and Planning
Course Description Investments, costs, and profits based on marketing decisions and activities. ROI principles and measures, investment and return patterns, profit dynamics, managing corporate-level and customer and campaign profitability, strategic profit management, ROI implementation process.

VALUE AND RISK IN MARKETING INFORMATION INITIATIVES (1.5 CREDITS)
Prerequisite MK 601 Marketing Management
Course Description Quantifying risks and rewards in information technology (IT) investments. Role of IT in firm competitiveness, tangible and intangible costs and benefits of customer facing IT systems, managing large, risky IT initiatives.

COMPETING ON BUSINESS ANALYTICS (1.5 CREDITS)
Prerequisite MK 601 Marketing Management
Course Description Marketing insights and value created from analyzing “big data.” Best practices of data: capture, validation, reduction, analysis, interpretation, recommendations. Text mining, predictions, classification models, association analysis.

BUSINESS STRATEGIES FOR A NETWORKED ECONOMY (1.5 CREDITS)
Prerequisite MK 601 Marketing Management
Course Description Strategic transformations in business models and processes by leveraging Internet and related technologies. IT enabled business innovations, social network analytics, social media analytics, Enterprise 2.0.

COMPETITIVE STRATEGIES IN MARKETING (1.5 CREDITS)
Prerequisite MK 601 Marketing Management
Course Description Analytical approach to formulating marketing strategy. Strategic frameworks for decision-making in domestic and global organizations, understanding marketing strategy, dynamics of strategic planning and implementation, social, ethical, and legal environments of marketing.

MARKETING SIMULATION (1.5 CREDITS)
Prerequisite MK 601 Marketing Management
Course Description Marketing decision-making in a dynamic and competitive environment using a computer simulation. Demand forecasting, pricing, advertising, marketing research, sales force and distribution, research and development, brand portfolio composition, and consequent performance results.

INTERNATIONAL FIELD STUDY (1.5 CREDITS)
Prerequisite MK 601 Marketing Management
Course Description Opportunity to gain international experience in the expanding global economy. Corporate visits, executive speakers, direct contacts with diverse cultures, student summary presentations to produce a broad perspective of marketing practice.

NEW VENTURE CREATION AND OPPORTUNITY EVALUATION (3 CREDITS)
Prerequisite MK 601 Marketing Management and MK 615 Marketing Research
Framework for understanding the entrepreneurial process in starting a new business venture. Market validation, business models, venture businesses, legal issues.

BUSINESS PLANS FOR NEW AND EARLY STAGE VENTURES (1.5 CREDITS)
Prerequisite MK 601 Marketing Management, MK 615 Marketing Research, MK 729 New Venture Creation and Opportunity Evaluation
Components of exemplary business plans to support creation of a venture business plan. Mission and goals, ownership and organizational structures, intellectual property, research and development, industry competition and trends, facilities, critical risks, sales projections, break even analysis, exit options, enterprise valuation.

PRESENTING NEW VENTURES FOR INVESTMENT (1.5 CREDITS)
Prerequisite MK 601 Marketing Management, MK 615 Marketing Research, MK 729 New Venture Creation and Opportunity Evaluation, MK 730 Business Plans for New and Early Stage Ventures
Presenting business plans for start-up and early stage enterprises to gain funding from venture capitalists. Opportunity analysis, product or service, management team, finances, production and distribution, profitability, and presentation skills to gain approval from a venture capitalist funding committee.

SELECTED TOPIC IN MARKETING (1) (1.5 CREDITS)
Prerequisite MK 601 Marketing Management
Course Description Interesting topics or issues in marketing that are current, relevant, and useful to students.

SELECTED TOPIC IN MARKETING (2) (1.5 CREDITS)
Prerequisite MK 601 Marketing Management
Course Description Interesting topics or issues in marketing that are current, relevant, and useful to students.

SELECTED TOPIC IN MARKETING (3) (1.5 CREDITS)
Prerequisite MK 601 Marketing Management
Course Description Interesting topics or issues in marketing that are current, relevant, and useful to students.

INDEPENDENT STUDY

INDEPENDENT STUDY 1 (3 CREDITS)
Prerequisite MK 601 Marketing Management, MK 615 Marketing Research
Course Description Research objectives and plans proposed to study a specific knowledge in the area of marketing and business. Areas of knowledge include marketing aspects of new ventures, industry analysis of new ventures, case study development, applied marketing research projects, and contemporary topics in either academic or applied marketing.

INDEPENDENT STUDY 2 (3 CREDITS)
Prerequisite MK 601 Marketing Management, MK 615 Marketing Research, MK 701 Independent Study 1 Course Description Execution of a research proposal and writing of a comprehensive report describing study activities, study findings, interpretations, and conclusions as these activities relate to the topic chosen in MK 701.

THESIS

THESIS (15 CREDITS)
Course Description Design, execution, reporting, and defending a graduate-level research project of academic and marketing orientation. Proposal and thesis approved by a committee appointed by the MIM program.