Marketing

• QST MK 200: Principles of Marketing
  Open only to non-Questrom students. Marketing elective for Business minors. How is it that some products succeed and some fail? In many instances, the difference is in their marketing. The course examines key areas of marketing including product development, advertising, promotions, pricing, and channels. It uses a combination of in-class exercises, real world examples, cases, lecture, and discussion
• QST MK 323: Marketing Management
  Undergraduate Prerequisites: QST AC221; MO221; QM221; QM222 or BA222; SM131; SM132; SM275
  Component of QST SM323, 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. cr. 4
• QST MK 345: Consumer Insights
  Undergraduate Prerequisites: QST SM131 and sophomore standing
  Formerly MK445. 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 435: Introduction to the Music Business and Music Marketing
  Undergraduate Prerequisites: QST MK 323.
  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. Pre-req for SHA students: SHA HF260; CAS MA115 (or MA113);CAS MA116
  This is an introductory course on Digital Marketing emphasizing analytics that seeks to familiarize students with digital marketing tactics. At the heart of marketing lies consumers and their marketing journey through the stages of awareness, intent, conversion and finally retention. In this course, we will learn how digital has revolutionized the interactions between firms and consumers along this journey. Digital offers powerful tactics to reach consumers along the funnel: online display ads raise awareness, search listings reach consumers with intent, on-site e-commerce marketing facilitate conversion, and social medial both energizes and retains customers. The course develops essential data analytics skills--critical thinking, data mining, experimental analysis and design--applied to ad campaign, ad attribution, and social media data.
• QST MK 447: Marketing Research
  Undergraduate Prerequisites: QST MK 323.
  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 465: Omni-channel Retailing
  Undergraduate Prerequisites: QST MK323. Pre-req for SHA students: SHA HF260
  The days of brick and mortar vs. online are gone and retailing has transitioned into omni-channel retailing. In this course, you will learn how retailers are successfully navigating this transformation. The course will explore topics such as how to attract omni-channel customers, the customer purchase journey, buying and merchandising management for such settings, and what retailers need to support an omni-channel strategy. Through a combination of class discussions, cases, articles, books, and projects, the course will prepare students to enter any facet of retailing and to benefit generally from a better understanding of this dynamic industry.
• QST MK 467: Global Marketing Management
  Undergraduate Prerequisites: QST MK323. Pre-req for SHA students: SHA HF260
  Develops 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 the needs and preferences of the global consumer and the impact of foreign, political, and economic factors on the marketing mix. 4 cr.
• QST MK 469: Advertising in the Digital Age
  Undergraduate Prerequisites: QST MK 323.
  Advertising has changed in the age of digital media with companies realizing the importance of traditional media as well as owned media, paid media, and earned media. This course focuses on developing an advertising strategy that integrates traditional and digital advertising media for efficient and effective communication. Topics include trends and practices associated with media planning and buying across the various media platforms as well as advertising creative best practices. The course also examines how to measure the effectiveness of a firm's advertising to gain insights into brand performance. A combination of cases, readings, textbook and projects will guide the student to a thorough understanding of advertising.
• QST MK 470: Pricing Strategy and Tactics
  Undergraduate Prerequisites: QST MK323. Pre-req for SHA students: SHA HF260
  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 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 487: Branding
  Undergraduate Prerequisites: QST MK323. Pre-req for SHA students: SHA HF260
  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 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: QST AC710 or AC711 (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.
• QST MK 820: Consultative Selling
  This course equips students to sell complex products and services via consultative selling integrated with digital customer engagement. Students learn through examples and role play to execute a five-step approach: 1. Connecting with Prospects through networking, social, and door-opening conversations, 2. Understanding Needs by qualifying leads, undertaking research and discovery conversations, 3. Addressing Needs by writing differentiating proposals and winning in the room 4. Closing the Sale by gaining buyer commitment, pricing-to- value and seamless contracting, 5. Building Trusted Relationships through personal engagement and customer blueprinting. Sessions are highly interactive featuring: Discussions with guest experts; Case studies; an RFP simulation; Role playing including "The Price is Right Game"; Video shorts; Student stories; Real- world best practices; and pitfalls.
• QST MK 835: ECommerce Strategy
  Graduate Prerequisites: QST MK 723 or QST MK 724.
  This course examines eCommerce as a business model, a field of operations, and a set of disciplines. We will explore the fundamentals of eCommerce and the strategic importance of an eCommerce program within a company's overall strategy. Relevant topics will be explored using case studies, team projects, as well as a final exam. 1.5 cr
• QST MK 838: Behavior Change Practicum
  Every organization -- be it government, private company or welfare agency -- is in the business of changing behavior. In this course, students will learn to apply insights from behavioral economics to effectively produce it. In teams, students will: (1) translate a real-time business or policy challenge into a specific behavior change project; (2) use the frameworks presented in class along with research from economics, psychology, marketing, and other related disciplines to develop possible interventions and/or frameworks for addressing the challenge; and (3) audit the decision-making process of various stakeholders to identify pain points and opportunities for behavior change. Previous organizations include Warby Parker, the World Bank, and FCLT Global.
• QST MK 841: Customer Driven Growth Strategies
  Graduate Prerequisites: QST MK 723 or QST MK 724.
  Marketers' number one job is to grow the customer base (and sales) by developing and executing strategies to leverage existing and create new market opportunities. This class will be a combination of case discussions, workshops, speakers, and finally application to real companies. Students will identify, quantify, and leverage opportunities that facilitate growth utilizing real world scenarios. We will use the product and customer growth matrix to determine new product opportunities and frameworks to prioritize markets for entry. We will conduct qualitative and quantitative analyzes of company situations and then apply principles of marketing to provide solid recommendations from which companies can take action. This combination of academic and applied learning will provide a deep understanding of growth strategies needed to leverage market opportunities.
• QST MK 842: Machine Learning for Business Analytics
  Graduate Prerequisites: QST MK 723 or QST MK 724.
  This course introduces students to the foundational machine learning techniques that are transforming the way we do business. Machine learning relies on interdisciplinary techniques from statistics, linear algebra, and optimization to detect structure in large volumes of data and solve prediction problems. Students will gain a theoretical understanding of why the algorithms work, when they fail, and how they create value. They will also gain hands-on experience training machine learning models in Python and deriving insights and making predictions from real-world data. Prior programming experience (or IS833/IS834) is strongly recommended. Note: The course was previously offered under the title "Digital Marketing Analytics," but does not overlap with MK876; students may take both courses for credit.