Marketing

  • QST MK 323: Marketing Management
    Undergraduate Prerequisites: QST AC222, IS223, OB221, QM222, and ES275 or SM151
    Component of SMG SM 323, The Cross Functional Core. Introduces students to the field of marketing management: analysis, planning and implementation of marketing strategies as the means for achieving an organization's objectives. Students analyze cases and participate in workshops that focus on key marketing management tasks: marketing research, consumer behavior, segmentation and targeting, sales forecasting, brand management, distribution channels, pricing, promotion and advertising strategies, and marketing ethics. A semester-long business plan project where students collect primary and secondary research explores the interactions and the cross functional integrations between marketing, operations, and finance, while leveraging business analytics.
  • QST MK 435: Introduction to the Music Business and Music Marketing
    Undergraduate Prerequisites: QST MK323
    Survey of the music industry with a focus on understanding of its structure and the intersection of business and music. Discusses key areas of music marketing, including opportunities for musicians, including publicity, advertising, promotion (online and traditional), digital distribution, touring, licensing/synch, and radio.
  • QST MK 442: Digital Marketing Analytics
    Undergraduate Prerequisites: QST MK323
    The internet has become a ubiquitous channel for firms to reach consumers and gather business intelligence. This course will focus on developing students' quantitative skills in the context of digital marketing analytics. We will cover topics including how to design, deploy, and measure the performance of digital marketing campaigns; how to run advertising experiments; how to analyze social network data; and, how firms can learn about their customers from unstructured text data and how they can leverage these insights to achieve their marketing goals. Throughout the class we will touch upon issues of ethical data collection and usage as it relates to digital marketing. Students will get hands on experience with cutting-edge analytics and machine learning tools through group and individual projects.
  • QST MK 444: Business of Sports
    Undergraduate Prerequisites: QST MK323
    This course examines the business side of sports. The global sports industry is a multi-billion dollar business highly intertwined with our economy and society. This course will profile many aspects of the sporting landscape to highlight the diverse nature of the decisions, and their consequences, that confront managers relative to various financial, marketing, and strategic issues. It will provide students with a broad overview and challenge them to use their analytical, creative, and communication skills to synthesize background and current information from the perspective of various stakeholders.
  • QST MK 445: Consumer Behavior
    Undergraduate Prerequisites: QST MK323
    Provides insight into the motivations, influences, and processes underlying consumption behavior. Considers relevant behavioral science theories/frameworks and their usefulness in formulating and evaluating marketing strategies (i.e., segmentation, positioning, product development, pricing, communications).
  • QST MK 447: Marketing Research
    Undergraduate Prerequisites: QST MK323
    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
    Undergraduate Prerequisites: QST MK323
    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
    Undergraduate Prerequisites: QST MK323
    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
    Undergraduate Prerequisites: QST MK323
    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
    Undergraduate Prerequisites: QST MK323
    (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
    Undergraduate Prerequisites: QST MK323
    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
    Undergraduate Prerequisites: QST MK323
    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
    Undergraduate Prerequisites: QST MK323
    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: QST MK323
    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
    Undergraduate Prerequisites: QST MK323
    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
    Undergraduate Prerequisites: QST MK323
    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
    Graduate Prerequisites: AC710/711/712 (previous or concurrent)
    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.