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Courses - Fall 2017
BUMK
Marketing Department Site
BUMK701
Marketing Research Methods
Credits: 2
Grad Meth: Reg
Prerequisite: BUSI650 and BUSI630.
Credit only granted for: BMGT752 or BUMK701.
Formerly: BMGT752.
The process of acquiring, classifying and interpreting primary and secondary marketing data needed for intelligent, profitable marketing decisions. Evaluation of the appropriateness of alternative methodologies, such as the inductive, deductive, survey, observational, and experimental. Recent developments in the systematic recording and use of internal and external data needed for marketing decisions.
BUMK706
Marketing Analysis
Credits: 2
Grad Meth: Reg
Prerequisite: BUSI650.
Introduction to modeling tools used to support marketing analysis and decision making. Applications in strategic marketing, marketing segmentation, new product development, sales promotion analysis, pricing, design of marketing mix, sales force allocation, and direct marketing. Spreadsheet driven cases and illustrative readings.
BUMK715
Consumer Behavior
Credits: 2
Grad Meth: Reg
Prerequisite: BUSI650.
Restriction: Must be in one of the following programs (Business and Management (Master's); Business and Management (Master's)).
Credit only granted for: BMGT754 or BUMK715.
Formerly: BMGT754.
Analysis of customer decision-making and how marketing strategy can be used to influence those decisions. The framework is a buyer behavior model, in which concepts from psychology, sociology, and economics are applied to individual and organizational purchase decisions. Marketing strategies of leading firms in consumer products, technology, and services (including internet services) are analyzed using a variety of case study formats. Focus is consumer behavior; however, principles can also be applied to the decision-making of business.
BUMK716
Brand Management
Credits: 2
Grad Meth: Reg
Prerequisite: BUSI650.
Restriction: Must be in one of the following programs (Business and Management (Master's); Business and Management (Master's)) ; or permission of BMGT-Robert H. Smith School of Business.
Brand names are valuable assets for firms. Effective brand management is critical to maintaining the long-term profitability of products and services. Topics include understanding brands from the customer's perspective, building brand equity, measuring brand equity, leveraging brand equity, managing brand portfolios and managing brands over time.
BUMK717
Integrated Marketing Communications
Credits: 2
Grad Meth: Reg
Prerequisite: BUSI650.
Restriction: Must be in one of the following programs (Business and Management (Master's); Business and Management (Master's)) ; or permission of BMGT-Robert H. Smith School of Business.
Marketing communications are a complex but critical component of marketing strategy. Topics include communication tools: advertising, sales promotions, corporation communications, one-on-one or direct marketing, public relations, internet communications, sponsorship/events marketing, and marketing communcation plans: defining objectives, implementing the plan, and measuring communications effectiveness. Achieving integration in the content, look, and feel of all marketing communications is stressed.
BUMK757
Marketing Strategy
Credits: 2
Grad Meth: Reg
Prerequisite: BUSI650.
Credit only granted for: BMGT757 or BUMK757.
Formerly: BMGT757.
A capstone marketing course. Marketing strategies designed to manage products in selected market segments. Topics covered include competitor analysis, buyer analysis, market segments, and product strengths and weaknesses; product related issues are identified and marketing strategies developed, assessed and implemented.
BUMK758B
(Perm Req)
Special Topics in Marketing; Market-Based Management
Credits: 3
Grad Meth: Reg
BUMK758D
(Perm Req)
Special Topics in Marketing; Customer Analysis
Credits: 3
Grad Meth: Reg
BUMK758E
(Perm Req)
Special Topics in Marketing; Statistical Programming
Credits: 3
Grad Meth: Reg
BUMK758F
(Perm Req)
Special Topics in Marketing; Business Policies & Ethics I
Credits: 1
Grad Meth: Reg
BUMK758J
Special Topics in Marketing; Pricing Strategies for Sustainable Competitive Advantage
Credits: 2
Grad Meth: Reg
BUMK758K
(Perm Req)
Special Topics in Marketing; Advanced Marketing Analytics
Credits: 3
Grad Meth: Reg
BUMK758O
Special Topics in Marketing; Digital Marketing
Credits: 2
Grad Meth: Reg
BUMK759
(Perm Req)
Independent Study in Marketing
Credits: 1 - 6
Grad Meth: Reg
Contact department for information to register for this course.