Marketing

Colleges: Metropolitan College | Questrom School of Business

Courses in: Metropolitan College | Questrom School of Business-Undergraduate | Questrom School of Business-MBA

Metropolitan College

International Marketing

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. Tuition: $2640

Summer 1 (May 24-June 28)

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Advertising

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. Tuition: $2640

Summer 2 (July 6-August 10)

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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. Tuition: $2640

Summer 1 (May 24-June 28)

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Ecommerce

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. Tuition: $3320

Summer 1 (May 24-June 28)

Summer 2 (July 6-August 10)

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Marketing Analytics

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. Tuition: $3320

Summer 1 (May 24-June 28)

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Marketing Strategies

MET AD 857

Strategic and operational marketing issues arising in the firm's operations. Topics include market screening, decisions, entry strategies, product/service development, as well as designing the marketing plan and its implementation. 4 cr. Tuition: $3320

Summer 1 (June 5-June 19)

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Questrom School of Business

Questrom School of Business-Undergraduate

Advanced Marketing Strategy

QST MK 468

Prereq: QST MK323. Prereq: (QST MK 323). 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. Tuition: $2640

Summer 1 (May 24-June 28)

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Communications and Digital Media Strategies

QST MK 469

Prereq: QST MK323. Prereq: (QST MK 323). 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. Tuition: $2640

Summer 1 (May 23-June 29)

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Introduction to Marketing

QST SM 105

How is it that some products succeed and some fail? In many instances, the difference is in their marketing strategy. Examines key areas of marketing including product development, advertising, promotions, pricing, and retailer decisions. Uses a combination of in-class exercises, real world examples, cases, lecture, and discussion. This course is intended for non-business majors. It may not be taken by Questrom students for credit nor can it be used by Boston University students toward the Business Administration minor. Non-Questrom students may register for this course directly via the Student Link. 4 cr. Tuition: $2640

Summer 1 (May 23-June 29)

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Questrom School of Business-MBA

Candidates for the MBA at Boston University are given first consideration for enrollment in the graduate courses offered by the Questrom School of Business.

Students currently matriculated as candidates for other graduate degrees offered by Boston University (including Metropolitan College on a case-by-case basis), visiting MBA students from other AACSB accredited institutions, and MBA alumni from Questrom or another AACSB accredited institution may be granted permission to enroll on a space available basis, provided that they meet criteria established by the Questrom School of Business for registration as cross enrolled students and the student fills out the appropriate cross enrollment application. All students must meet the prerequisites established for enrollment in advanced courses. Cross enrollment applications can be obtained from the Graduate Center at the Questrom School of Business Graduate Center, 595 Commonwealth Avenue, Room 115 (617-353-2673).

Summer 1 classes begin Monday, May 22 and end Friday, July 7. Summer 2 classes begin Monday, July 10 and end Thursday, August 24. There are no class sessions on Memorial Day (observed Monday, May 29), or Independence Day (observed Tuesday, July 4). Class will be held on the following Fridays as make-up days for those two holidays: June 2 (for May 29) and July 7 (for July 4).

Required Courses

Cohorted Professional Evening MBA (PEMBA) students take required courses with their cohort groups. Self-paced PEMBA students should be sure to follow the prerequisites when scheduling their core courses:

QST AC 711 Financial Reporting and Control*
QST ES 707 Managing Career Growth*
QST FE 722 Financial Management*
QST FE 730 Economics and Management Decisions
QST IS 711 IT Strategies for a Networked Economy
QST MK 724 Marketing Management
QST OB 712 Managing Organizations and People*
QST OM 726 Creating Value through Operations and Technology
QST QM 717 Data Analysis for Managerial Decision-Making
QST SI 751 Competition, Innovation, and Strategy

*Not offered in Summer 2017

Marketing Management

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. Tuition: $4668

Summer 2 (July 11-August 24)

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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'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. 3 cr. Tuition: $4668

Summer 2 (July 18-July 29)

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Branding

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. Tuition: $4668

Summer 1 (May 22-June 3)

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