Courses

  • QST MK 447: Marketing Research
    Required for Marketing concentrators. Introduces tools and techniques of marketing research as an aid to marketing decision making. Definition of research problems, selection of research methodologies, design of research projects, interpretation of research results, and translation of research results into action.
  • QST MK 449: Business Marketing
    Explores in-depth the unique aspects of marketing to business and institutional customers in an increasingly complex, competitive and global marketplace. Exposes students to a wide range of industrial products and services, and the technology, demand, competition, and requirements for success that characterize each of them. Topics include marketing strategy, organizational buyer behavior, business market segmentation, market development, product development, B -to-B e-commerce, pricing, marketing channels, and business marketing communications, in the context of the U.S. as well as global markets. The course is taught through lectures, case discussions, and presentations and is designed to develop the analytical, decision-making, and communication skills of the students. 4 cr.
  • QST MK 463: Services Marketing and Management
    Covers topics relating to customer service management and focuses on the role of marketing in managing services. Also covered are human resource, information management, operational, and financial overlaps with marketing throughout the course. Focuses on services, though there will be discussion of how services support products as well. Includes an applied service marketing team project for a real organization (for an organization which has requested a student team to address its customer service issues). The final deliverable for this project is a team consulting project for the organization and a final consulting report presentation to the class and the organization's representative(s).
  • QST MK 465: Retailing and Online Distribution
    Provides insights into all phases of retail and the inter-dynamics of today's retail organizations. It emphasizes the importance of retail strategy, analysis and execution in the retail environment. Students will examine financial, operations and marketing decisions that are critical to retailers and their success.
  • QST MK 467: International Marketing Management
    (Also offered in London in the spring semester) Helps students develop a critical appreciation of both the opportunities and challenges associated with the increasing globalization of markets. Students will learn about the key environmental forces shaping consumer needs and preferences, the influence of international competition, market segmentation and strategy decisions specific to international marketing. They will: * Assess various foreign markets * Analyze the impact of cultural, social, political and economic factors on marketing strategies * Determine when to use different market entry and penetration strategies * Examine the different skills and systems required to implement marketing strategies across country borders 4 cr.
  • QST MK 468: Advanced Marketing Strategy
    Provides the insight and skills necessary to formulate and implement sound marketing strategies and marketing plans. The course includes lectures, case analysis, guest speakers, and a strategic marketing management simulation where students take the role of brand manager. The simulation allows students to make decisions and see results on key topics such as segmentation, positioning, managing a brand portfolio, integrated marketing communications, and marketing channels. Other key topics explored in the course include strategic planning, customer decision making, product life cycle, market response, competitive behavior, new product development, and product line management.
  • QST MK 469: Communications and Digital Media Strategies
    Marketing communication strategy has moved beyond advertising to include interactive marketing, sales promotions, direct marketing, public relations, and more. This course focuses on developing a marketing communication strategy that integrates these tools for more efficient and effective communication. Topics include the establishment of objectives based on a situation analysis, developing subsequent messages, creative and media strategies, effectiveness testing, and client/agency relationships.
  • QST MK 470: Pricing Strategy and Tactics
    Focuses on the practical needs of the marketing manager when making pricing decisions. Students learn the techniques of strategic analysis necessary to price more profitably by evaluating the price sensitivity of buyers, determining relevant costs, anticipating and influencing competitors' pricing, and formulating an appropriate pricing strategy.
  • QST MK 475: Luxury Brands
    Undergraduate Prerequisites: SMG MK 323.
    Creating and leveraging luxury brand equity is a significant challenge. This course will explore luxury entrepreneurship, innovation, and disruptive business models, the role of technology, craftsmanship, and design in the creation and evolution of luxury brands. We will address brand extensions, dilutions, and stretching as well as the ability to expand the brand globally. Tied to these are issues of the critical role of distribution channels, particularly retail channels, and luxury services in delivering the luxury promise. Threats to sustaining the value of one's brand (e.g., threats to the supply chain) will be examined. The course will rely on cases, guest speakers, and a significant project.
  • QST MK 486: Digital Marketing Strategy
    Provides a strategic look at internet marketing. Topics include an investigation of current e-business models, website analysis, customer acquisition and retention strategies, and consumer behavior on the Internet. Students explore internet marketing through lectures, class discussion, guest speakers, text readings, and cases.
  • QST MK 487: Branding
    Explores the art and science of branding, and the strategies through which companies can create, capture, and sustain shareholder value through brands. Through a mixture of theory and real-world cases, the course examines brands from the perspectives of the cultures and consumers who help create them, and the companies who manage them over time. Basic branding disciplines including positioning and repositioning, brand equity measurement, brand leverage, integrated brand communications, brand stewardship, and brand architecture are considered, as are more contemporary topics such as brand parodies, brand community, and branded entertainment. Particular attention is paid to branding challenges associated with today's interconnected, consumer-empowered, and transparent web-enabled world. 4 cr.
  • QST MK 498: Directed Study: Marketing
    Directed study in Marketing. 2 or 4 cr. Application available on Undergraduate Program website.
  • QST MK 713: Topics in Marketing Management
    This course provides students with an opportunity to deepen their understanding of the ever-changing world of marketing. Designed to build on previous undergraduate Marketing coursework, the course presents advanced concepts marketers in all companies are dealing with to grow their business. We will cover multiple business contexts including B2C, B2B, products vs. services, global vs. domestic. Students will analyze market challenges and opportunities and together the class will make decisions for the implementation of successful and sustainable marketing programs.
  • QST MK 723: Marketing Management
    This course provides a practical understanding of how business strategies and tactics are driven by marketing's dual focus on customers and competition. Students will learn how to leverage marketing tools and emerging technologies in the creation (e.g., customer insight, product and service design, branding), delivery (e.g., communication and distribution), and capture (e.g., pricing, customer life time value) of marketplace value. Across business contexts including B2C, B2B, products versus services, global versus domestic markets, small/medium/large organizations, for-profit versus social enterprises, the course builds the fundamental skills involved in analyzing market challenges and opportunities and making decisions for the formulation and implementation of successful and sustainable marketing programs.
  • QST MK 724: Marketing Management
    This course provides a practical understanding of how business strategies and tactics are driven by marketing's dual focus on customers and competition. Students will learn how to leverage marketing tools and emerging technologies in the creation (e.g., customer insight, product and service design, branding), delivery (e.g., communication and distribution), and capture (e.g., pricing, customer life time value) of marketplace value. Across business contexts including B2C, B2B, products versus services, global versus domestic markets, small/medium/large organizations, for-profit versus social enterprises, the course builds the fundamental skills involved in analyzing market challenges and opportunities and making decisions for the formulation and implementation of successful and sustainable marketing programs.
  • QST MK 842: Dgtl Mktg Anlts
    Graduate Prerequisites: MK713/723/724
  • QST MK 845: Social Media Marketing
    Graduate Prerequisites: MK713/723/724
    Social media technologies are continuously transforming the ways consumers interact with each other and firms. These changes constitute a fundamental shift in the marketplace--consumers have greater opportunities to voice their opinions and connect with other consumers as well as increased influence over marketers and brands. In this course, we examine how organizations capitalize on social media and these consumer-to-consumer interactions to support their marketing efforts. Specifically, we'll examine (a) how social media can be used to listen to consumers and monitor their behavior; (b) developing and delivering content that engages consumers; and (c) how to track the effectiveness of these efforts. Finally, we'll explore how to manage both the internal and external dimensions of social media engagement. We view these issues from a strategic and a practical perspective, rather than a technical or platform perspective. We examine these topics using a hands-on approach, including live cases, personal engagement in social media, and a team project.
  • QST MK 852: Data Driven Marketing Decisions
    Graduate Prerequisites: MK713/723/724, QM711/716/717
    This course will focus on developing marketing strategies driven by marketing analytics. Topics covered include market segmentation, targeting, and positioning, and new product development. The course will draw on and extend students' understanding of issues related to quantitative analysis and principles of marketing. The course will use a combination of cases, lectures, and a hands-on project to develop these skills.
  • QST MK 853: Global Strategic Marketing
    Graduate Prerequisites: MK713/723/724
    This course focuses on the key strategic marketing decisions managers must make: deciding whether to market globally; selecting countries in which to market; choosing marketing strategies and tactics for entry and growth; and organizing for and managing the implementation of global marketing strategies. The course uses a combination of cases, recent articles, current events and frameworks to provide evergreen lessons for application in ever changing real world situations. Global CEO, CMOs and GMs will provide real world experience as guest speakers in the class. Every business person has to have a global perspective and this class provides that for all business and/or marketing students.
  • QST MK 854: Branding
    Graduate Prerequisites: MK713/723/724
    This is a course about branding, and the ways that brands acquire and sustain value in the marketplace. Cases, readings, in-class discussions, and team/individual assignments are designed to provide: An appreciation of the strategic discipline of branding and its role in creating shareholder value; an understanding of brands as co-creations of consumers, marketers, and cultures, and brand management as a collaborative process of meaning management; a sound foundation in consumer-brand behavior to inform brand decisions; and a capacity to think creatively and precisely about the strategies and tactics involved in building, leveraging, defending, and sustaining strong brands. Select topics may include brand equity, brand (re)positioning, brand relationships, brand loyalty, brand community, open source branding, branded entertainment and other cultural branding strategies, internal branding, brand architecture design and portfolio strategy, brand leverage and extensions, brand metrics, crisis management, and brand stewardship. Guest speakers from branding services, consulting, and practice provide insights throughout the course. While this course has obvious relevance for those contemplating brand management careers in product or service markets, it is appropriate for a range of future professionals within for-profit and not-for-profit C2C and B2B worlds, and others who share a simple passion for branding.