MS in Global Marketing Management

This course offers an in-depth exploration of the challenges and strategies essential for navigating the complex global business environment. It provides students the tools to manage cultural, economic, and political intricacies, develop strategic market entries, and adhere to Environmental, Social, and Governance (ESG) standards. Through a blend of lectures, case studies, a global trade simulation, and interactive sessions, students will learn to implement effective change management, understand geopolitical influences, and foster sustainable business practices. This course bridges theory with practical application, preparing students for successful international business operations.  [ 4 cr. ]

Addresses the specifics of new product and service development and fostering innovation and technology to increase performance. Topics include generating and screening initial ideas; assessing user needs and interests; forecasting results; launching, and improving products and programs; and overall bringing innovation from ideation to commercialization.  [ 4 cr. ]

The course explores modern project management by providing an enterprise- level, experiential view of the discipline focused on connecting projects to the organization's mission, vision, and values. The theme of the course is applying key project management tools and techniques, through case-based group work, which will help students identify, analyze, and develop practical proposals to real-world issues. Groups select, plan, report, and then present on their project's scope, schedule, cost, risk, quality, and communications elements using tools such as the WBS, network diagram, PERT estimate, Gantt chart (including the use of MS Project), risk register, and heat map. Students also gain familiarity with important new concepts in project management: Agile frameworks, actionable sustainability thinking, and Benefits Realization Management, all of which will be important for their success not only in other graduate courses, but as they lead projects for their organizations so as to provide lasting, triple-bottom-line value. The course is aligned with the latest PMBOK' Guide from the Project Management Institute.  [ 4 cr. ]

Prerequisite: MET AD 500 or consent of instructor. - The course provides a detailed examination of the history of e-commerce, along with important concepts related to the ways that businesses can successfully use Internet and Web technology. Students are introduced to the concepts and problems associated with electronic commerce. Topics include comparison of e-commerce procedures, payment mechanisms, applications in different industry sectors, security, the challenges of starting and maintaining an electronic business site, as well as a comparison with traditional business practices. The development of a WordPress-themed website is a minor feature of the course.  [ 4 cr. ]

Introduction to the concepts, methods and problems of accounting and financial analysis. Includes accounting principles, measurement and disclosure issues, financial statement analysis, time value of money, cash flow projection and analysis, capital budgeting and project evaluation, bond and equity valuation, cost of capital and capital structure. 4 cr. Effective Fall 2021, this course fulfills a single unit in each of the following BU Hub areas: Quantitative Reasoning II, Critical Thinking.  [ 4 cr. ]

The purpose of this course is to help improve business problem solving and managerial decision-making through the use of quantitative and qualitative decision-making tools and techniques. This course will provide the student with an overview of how decisions are made to solve management problems in the business environment. It introduces the fundamental concepts and methodologies of the decision-making process, problem-solving, decision analysis, data collection, probability distribution, evaluation, and prediction methods. Students will learn how to apply different quantitative and qualitative analytical tools commonly used in business to provide a depth of understanding and support to various decision-making activities within each subject area of management. Through the use of case studies of decisions made by managers in various production and service industries and a business simulation package specifically prepared for this course, the scope and breadth of decision-making in business will be described.  [ 4 cr. ]

This course will provide you with the theoretical understanding of the Internet marketplace necessary to adapt to its many changes, while also equipping you with the skills you'll need to perform vital daily functions. The course includes discussions of both B2B and B2C and looks at marketing and communications from an integrated, business-wide perspective. The goal is to appreciate principles and practice of online marketing. Topics include integrated innovative marketing strategy, search engine marketing, email marketing, and social media. 4cr.  [ 4 cr. ]

This course will provide a comprehensive discussion of market and economic research and analysis, their key concepts, process description, qualitative and quantitative techniques for market research and data analysis, and application scenarios. Students will gain an appreciation for some of the breadth and depth of this subject and its significance for the business enterprise -- both from start-up entrepreneurship as well as an established business organization. The structure of the course is based on the six steps of the market research process: problem definition, development of an approach to the problem; research design formulation; fieldwork and data collection; data preparation and qualitative and quantitative analysis; report preparation, and presentation.   [ 4 cr. ]

Explore the dynamics of building and managing digital brands in today's technology-driven digital marketplace and delve into the nuances of digital customer needs, brand creation, and communication strategies. Students will engage with concepts such as brand equity, digital design principles, neuroscience influences on branding, and compelling social media storytelling. Additional insights into personal and diverse forms of branding and future trends and challenges in the digital branding landscape are also covered. This course equips students with critical skills for developing strong brand identities and managing brand reputation across business models, preparing them for success in various digital branding roles.  [ 4 cr. ]

This course is designed to help you understand how marketing has (and has not) changed due to the rise of social media and changes in various underlying contextual factors, such as dramatically increased speed of information dissemination across consumers and brands. The overarching goal is to obtain a clear perspective on digital/social/mobile marketing so that you can appreciate its true value to consumers, to managers, and to other corporate stakeholders. It will equip you with the relevant knowledge, perspectives, and practical skills required to develop marketing strategies that leverage the opportunities inherent in social media and consumer-to-consumer social interactions for achieving business and marketing goals.  [ 4 cr. ]

This course offers an in-depth exploration of artificial intelligence (AI) applications within modern marketing strategies applied to a dynamic and data-driven marketing environment. It enables students to master AI tools and techniques such as Google Cloud, Tensorflow, IBM Watson, and HubSpot, essential for enhancing customer segmentation, content customization, and overall marketing efficiencies. Students will learn to develop AI-driven chatbots, optimize user experiences, and automate complex marketing processes, preparing them to meet contemporary digital marketing challenges and opportunities effectively.  [ 4 cr. ]

This course focuses on identifying and assessing platform business practices and understanding their target consumers' attitudes and behaviors through theoretical models, case studies, and quantitative data analysis. Students will understand the effects of network and platform technology on business success and learn how to analyze platform consumer data through Python basics, text analysis, sentiment analysis, and network analysis methods.  [ 4 cr. ]

Neuromarketing is transforming the global marketing industry as a relatively new discipline, quickly transforming how marketers influence consumers and their buying decisions. The rapid increase in the uptake of neuromarketing across multiple business domains and applications across industries is making it imperative that global marketers take heed and start applying them to their marketing strategies as well. This course leverages three core disciplines: marketing, market research, and brain science. In this course, students will learn how neuromarketing is gaining moment in the industry because it leverages how the consumer's brain reacts and responds to specific marketing incentives and stimuli. It ensures that the marketing efforts and their effectiveness are well- measured and accurate through applied neuromarketing analytics in a lab environment. This course also leverages neuromarketing research during lab sessions, using various cutting-edge and innovative techniques through biometric and brain signals to examine consumer behavior and develop relevant marketing strategies.  [ 4 cr. ]

This course equips students with the skills and knowledge to drive social change through innovative entrepreneurial ventures. It explores the fundamental frameworks and theories of social innovation while teaching students how to identify and tackle social needs effectively. Participants will learn to create sustainable business models that are both economically viable and scalable, ensuring a long-term impact. The curriculum includes strategies for scaling social ventures, measuring their impact, and engaging with diverse stakeholders to promote collaborative change. Students will examine various funding options available to social entrepreneurs, such as impact investing and crowdfunding, and discover how to influence policy and advocate for supportive environments.  [ 4 cr. ]

This course addresses the complex and evolving challenges that leaders face in the entrepreneurial ecosystem. With rapid technological advancements and shifting dynamics in the global market, the course equips aspiring entrepreneurs and business leaders with the skills necessary to navigate ethical dilemmas while fostering a culture of integrity and innovation. Students will explore the intersection of leadership, ethics, and entrepreneurship, learning how to achieve sustainable business growth while maintaining ethical standards and social responsibility. Through a blend of theoretical frameworks, case studies, and practical leadership exercises, participants will develop a nuanced understanding of how ethical considerations influence decision-making and organizational success in entrepreneurial ventures.  [ 4 cr. ]

This course will empower entrepreneurs to confidently determine their market segments and create compelling communication with each target segment. Students will learn how to differentiate their product or service in the marketplace and communicate their competitive advantage. Entrepreneurs will identify their brand tenants and establish their tone of voice for all marketing communications. By the end of this course, participants will possess the knowledge and skills necessary to effectively market their products or services, engage with customers, and drive sales growth, laying a strong foundation for entrepreneurial success.  [ 4 cr. ]

This course covers the quantitative analysis tools to support operations management for a supply chain that is geographically dispersed and culturally diverse. The tools necessary to assure that the products/services are delivered/provided in the quality and timely manner include demand forecasting, inventory and capacity buffer optimization, delayed differentiation, statistical risk pooling, and stochastic inventory optimization. These tools are applied to decisions such as offshoring, multi-country outsourcing, push-pull, reverse supply chains, and risk mitigation. Particular attention is given to sustainability, information technology and digitalization, and creating resiliency.  [ 4 cr. ]

Students are introduced to the latest requirements, techniques, procedures, and practices for successfully 'Doing Business in North America'. Emphasis is placed on managing in the most competitive business environment in the world; preparing, implementing, and maintaining sustainable international business transactions and operations. We begin with a description of driving forces and starting conditions for being a competitive and sustainable business enterprise including the role of the market integration in the NAFTA region. Included is consideration of corporate market entry strategies such as import and export agreements and transactions, contractual agreements, strategic alliances, and direct foreign investments. Factors of risk management, business continuity management, and performance management (on project and corporate levels) are considered. Regional policies, international trade development, opportunities in international trade development, and forward- looking challenges are examined. All participants attend live online lectures, partake in discussion boards and complete a group term project involving business simulation. The project is developed in stages (decision rounds) throughout the term and teams compete during each stage.   [ 4 cr. ]

This course provides extensive insight into international trade practices and corporate decision-making criteria attendant to global import/export and other market entry strategies, and management of international logistics operations including global sourcing, global transportation, facility network design, intermediaries, and trade documentation. Topics include operations, government agencies, import/export channel networks, and the evaluation of international opportunities with the help of a business simulation package specifically prepared for this course. It is designed to provide students with the skills and tools necessary for international trade and international logistics management.   [ 4 cr. ]

Graduate Prerequisites: (METAD731) - Prereqs: AD 630, AD731
Applies the concepts of corporate finance and risk mitigation to the problems of multinational financial management. Major topics include foreign exchange risk, and construction of hedging strategies using derivative instruments such as forwards, futures, and swaps to reduce multinational corporate risk. Addresses international financial flows and their impact on foreign exchange rates, capital flows, speculation, analysis of alternative foreign investments, analysis of sources and uses of corporate funds abroad, multinational tax and profit.  [ 4 cr. ]

Undergraduate Prerequisites: METAD642 - Prereq AD642
This course will introduce students to Project Value - - a unique perspective on classical Project Management that is focused on assuring that a project delivers value that is aligned with the mission, vision, and values of an organization. This increasingly popular framework with which to view projects and project management is derived from current research, standards, and thought leadership from PMI and other international bodies . Students will learn how to create value in projects even in today's disruptive, turbulent environment. They will learn how to apply the conceptual framework of benefits realization management (BRM) and to use tools to manage a portfolio of programs and projects strategically with an aim of sustainable project value. Value in Agile projects will be discussed. The element of the Triple Bottom Line and a focus on sustainability is part of the subject matter. Case studies and real life experiences, illustrated with guest lectures, will be intertwined with current research in project management.  [ 4 cr. ]

Overview of the nature, function, practice, and social, economic, and behavioral aspects of advertising. Student teams develop advertising plans, create campaigns, and explore problems of account management, creativity, production, and ethics.
  [ 4 cr. ]

An overview of the theories, practices, and techniques in the emerging field of interactive marketing communications (IAMC). Students gain an understanding of the strategy and tactics of IAMC and its place in the more comprehensive field of marketing communications. In addition, students review IAMC's relationship to and its effects on society, culture, and the economic system. The course will explore almost all the ways interactive marketing can be practiced via the Internet: historical introduction, dotcom era, basic principles, database marketing, etail, email, search (SEO & SEM/PPC), display advertising, social networking, gaming, mobile, et al.  [ 4 cr. ]

Explores the impact of current advertising/marketing issues from business, economic, political, social, legal, and ethical perspectives. Modified case method, with lectures from experts on selected issues.   [ 4 cr. ]

Prerequisites: Six completed program courses. An extensive research project culminating in a written paper and oral defense. Research is conducted under intensive faculty supervision. Requires department approval and thesis supervisor from full-time faculty.  [ Var cr. ]

Prerequisites: MET AD 800. The second course of an extensive research project culminating in a written paper and oral defense. Research is conducted under intensive faculty supervision. Requires department approval and thesis supervisor from full-time faculty.  [ Var cr. ]