Note: Course details for Summer 2019 will be available on December 15. The courses below were offered in Summer 2018 and can serve as a guide to what is typically offered.
MET MG 431
Organization of the marketing function in international business. How government policies and practices affect marketing. Comparative marketing strategies for doing business abroad. Examination of case studies. 4 cr.
MET MG 435
The structure and operating procedures of advertising agencies and corporate advertising departments in relation to marketing. Active student participation in learning how advertising strategies and concepts are developed and executed. Includes readings, development of advertising strategies, screenings, and analysis of contemporary advertising. 4 cr.
Electronic Commerce, Systems, and Web Design
MET MG 448
First course in a two course sequence. Combines (1) the practical aspect of web design through the use of application software such as Dreamweaver to construct a commercial website with (2) a general overview of the marketing, supporting services, systems, security, and business strategy issues facing commercial enterprises. 4 cr.
MET AD 648
Provides a detailed examination of how businesses can successfully use Internet and Web technology. Students are introduced to the concepts and issues of 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. 4 cr.
MET AD 654
Prereq: (MET AD 571). Become familiar with the foundations of modern marketing analytics and develop your ability to select, apply, and interpret readily available data on customer purchase behavior, new customer acquisition, current customer retention, and marketing mix optimization. This course explores approaches and techniques to support the managerial decision-making process and skills in using state-of-the-art statistical and analytics tools. Students have an opportunity to gain basic understanding of how transaction and descriptive data are used to construct customer segmentation schemas, build and calibrate predictive models, and quantify the incremental impact of specific marketing actions. 4 cr.
Market and Economic Research and Analysis
MET AD 856
The course is designed to prepare the student to undertake a comprehensive survey of the regional or national economic, social, logistical/infrastructure and attraction market to determine the most appropriate allocation of resources and strategic positioning. Students are exposed to the development of tourism and regional development plan, the basis for segmentation and target markets. The methods and tools of market and economic research are presented and the role/interplay of private, local, national and international intuitions are discussed as they relate to data gathering and plan assessment and implementation. 4 cr.
Advanced Marketing Strategy
QST MK 468
Prereq: QST MK323. Provides the insights and skills necessary to formulate and implement sound marketing strategies and marketing plans. 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. 4 cr.
Communications and Digital Media Strategies
QST MK 469
Prereq: 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. 4 cr.
QST MK 724
Grad Prereq: AC710/711/712 (previous or concurrent). Grad Prereq or Coreq: (AC710/711). Provides a practical understanding of how business strategies and tactics are driven by marketing's dual focus on customers and competition. Students 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. 3 cr.
Social Media Marketing
QST MK 845
Grad Prereq: 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 examine (a) how social media can be used to listen to consumers and monitor their behavior; (b) how to develop and deliver content that engages consumers; and (c) how to track the effectiveness of these efforts. Finally, we 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. 3 cr.
QST MK 854
Grad Prereq: 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. A team-based brand planning project or series of data-driven applications weaves content throughout the course and, when possible, involves a live client problem. 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. 3 cr.