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Courses - Spring 2018
BUMK
Marketing Department Site
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.
BUMK722
Customer Equity 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)).
Focuses on managing customers of a business, whether in B2B or B2C space, as a portfolio of equity; understanding the current and future value of customers to the business; selective acquisition, development, and retention of customers using latest developments in information technology.
BUMK758A
(Perm Req)
Special Topics in Marketing; Market Forecasting
Credits: 2
Grad Meth: Reg
BUMK758H
(Perm Req)
Special Topics in Marketing; Business Communications II
Credits: 1
Grad Meth: Reg
BUMK758L
(Perm Req)
Special Topics in Marketing; Marketing Research and Analysis
Credits: 3
Grad Meth: Reg
BUMK758N
(Perm Req)
Special Topics in Marketing; Web Analytics
Credits: 2
Grad Meth: Reg
BUMK758O
Special Topics in Marketing; Digital Marketing
Credits: 2
Grad Meth: Reg
BUMK758P
Special Topics in Marketing; Innovation & Product Development
Credits: 2
Grad Meth: Reg
BUMK758Q
(Perm Req)
Special Topics in Marketing; Action Learning Project
Credits: 2
Grad Meth: Reg
BUMK758V
Special Topics in Marketing; Marketing for Social Value
Credits: 2
Grad Meth: Reg
BUMK758W
(Perm Req)
Special Topics in Marketing; Data Science
Credits: 3
Grad Meth: Reg
BUMK758Y
(Perm Req)
Special Topics in Marketing; Innovation Analytics
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.