Marketing

• QST MK 323: Marketing Management
  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, 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.
• QST MK 435: Introduction to the Music Business and Music Marketing
  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
  The internet has become a ubiquitous channel for firms to reach consumers and gather business intelligence. This course will focus on developing students' quantitative skills in the context of digital marketing analytics. We will cover topics including how to design, deploy, and measure the performance of digital marketing campaigns; how to run advertising experiments; how to analyze social network data; and, how firms can learn about their customers from unstructured text data and how they can leverage these insights to achieve their marketing goals. Throughout the class we will touch upon issues of ethical data collection and usage as it relates to digital marketing. Students will get hands on experience with cutting-edge analytics and machine learning tools through group and individual projects.
• QST MK 444: Business of Sports
  This course examines the business side of sports. The global sports industry is a multi-billion dollar business highly intertwined with our economy and society. This course will profile many aspects of the sporting landscape to highlight the diverse nature of the decisions, and their consequences, that confront managers relative to various financial, marketing, and strategic issues. It will provide students with a broad overview and challenge them to use their analytical, creative, and communication skills to synthesize background and current information from the perspective of various stakeholders.
• QST MK 445: Consumer Behavior
  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 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.
• QST 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. 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. 4 cr.
• QST 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. Focuses on services, though there will be discussion of how services support products as well. 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).
• QST MK 465: Retailing Strategy
  Provides insights into all phases of retail and the inter-dynamics of today's retail organizations. It emphasizes the importance of retail strategy, analysis and execution in the retail environment. Students will examine financial, operations and marketing decisions that are critical to retailers and their success.
• QST MK 466: Selling and Partnership Development
  This course is an introduction to personal selling and sales force management. It is divided into two parts. The first introduces students to good selling strategy, tactics, techniques, and skills. Topics addressed include leads generation and management; preparing and making sales presentations and sales calls; handling objections, networking; building relationships; closing deals; and ethics. The second part focuses on issues related to managing a salesperson or a group of salespeople: sales force sizing, recruitment, selection, and training; designing compensation and reward schemes; establishing sales objectives/quotas; supervising, mentoring, coaching, and motivating salespeople. The course employs a combination of cases, lectures, role plays, videos, and classroom exercises.
• QST MK 467: Global Marketing Management
  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 468: Advanced Marketing Strategy
  Provides the insight and skills necessary to formulate and implement sound marketing strategies and marketing plans. The course 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.
• QST MK 469: Integrated Marketing Communications
  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.
• QST MK 470: Pricing Strategy and Tactics
  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 472: Measuring Impact With Causal Methods
  When is making a change to a price, algorithm, or product worthwhile? Rather than relying on the gut intuition of a manager, businesses are increasingly using experiments and other forms of causal data analysis to answer these questions. In this class, we will learn about causal methods, when they work, how to implement them in R, and how to apply them to digital markets. The business topics covered include pricing, balancing digital marketplaces like Airbnb and Uber, reputation systems, measuring influence in social networks, and algorithmic design. 4 cr.
• QST MK 475: Luxury Brands
  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 476: Machine Learning for Business Analytics
  This course introduces students to machine learning techniques that can be used to analyze business data. Through a series of lectures and projects, students will learn about modern machine learning algorithms, how to use these algorithms in the R programming language, derive actionable insights from data, and effectively communicate their findings to a business audience. The goal of the course is to bridge the gap between managers and data-scientists by creating an understanding of modern analytics methods, and the types of business problems to which they can be applied. No prior programming skill are required.
• QST MK 487: Branding
  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 713: Topics in Marketing Management
  This course provides students with an opportunity to deepen their understanding of the ever-changing world of marketing. Designed to build on previous undergraduate Marketing coursework, the course presents advanced concepts marketers in all companies are dealing with to grow their business. We will cover multiple business contexts including B2C, B2B, products vs. services, global vs. domestic. Students will analyze market challenges and opportunities and together the class will make decisions for the implementation of successful and sustainable marketing programs.

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