Marketing

• SMG MK 323: Marketing Management
  Junior requirement—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, product and brand management, distribution channels, pricing, and promotion and advertising strategies. A semester-long business plan project explores the interactions and the cross functional integrations between marketing, operations, information systems, and finance.
• SMG MK 445: Consumer Behavior
  Required for Marketing concentrators. 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).
• SMG MK 447: Marketing Research
  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.
• SMG MK 449: Business Marketing
  Explores in-depth the unique aspects of marketing to business and institutional customers in an increasingly complex, competitive and global marketplace. The course 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.
• SMG MK 463: Services Marketing and Management
  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. The focus of the course is on services, though there will be discussion of how services support products as well. Course 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).
• SMG MK 465: Retailing Management
  The management of large and small retail institutions. Topics include buying, merchandising, pricing, promotion, inventory management, customer service, control, and location selection.
• SMG MK 467: International Marketing Management
  (Also offered in London in the spring semester.) 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.
• SMG MK 468: Advanced Marketing Strategy
  Provides the insight and skills necessary to formulate and implement sound marketing strategies. The process of strategy formulation is divided into three stages: strategic analysis, strategic decision making, and implementation of strategies. Specific topics include strategic planning, customer decision making, life cycle, segmentation, product positioning, market response, competitive behavior, new product development, product line management, and the marketing plan. Includes both lecture and case analysis.
• SMG MK 469: Advertising and Communication Strategy
  Marketing communication strategy has moved beyond advertising to include promotions, direct marketing, public relations, the Internet, and more. This course focuses on developing 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, budgeting, effectiveness testing, and client/agency relationships.
• SMG MK 486: Internet Marketing
  This course is an in-depth look at e-commerce from a marketing perspective. Topics include an investigation of current e-business models, website analysis, customer acquisition and retention strategies, and consumer behavior on the Internet. Students explore e-commerce marketing through lectures, class discussion, guest speakers, text readings, cases, and interactive exercises.
• SMG MK 487: Brand Management
  This is a course about the art and science of branding, and the ways that 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 steward and manage them over time. Basic branding disciplines including positioning and repositioning, brand equity measurement, brand leverage, integrated brand communications, internal branding, and brand architecture are considered, as are emergent “hot topics” in branding, such as brand community, branded entertainment, and brand design.
• SMG MK 498: Directed Study: Marketing
  

Note that this information may change at any time.

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