Marketing
Metropolitan College
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Marketing Analytics
MET AD 654
Prereq: (MET AD 100 & MET ADR 100 & MET AD 571). Examines the foundations of modern marketing analytics and offers students the opportunity to develop their abilities to select, apply, and interpret readily available data on customer purchase behavior, new customer acquisition, current customer retention, and marketing mix optimization. Explores approaches and techniques to support the managerial decision-making process and skills in using state-of-the-art statistical and analytics tools. Students gain a 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. Python, R, SQL, and Power BI software are used in this course. 4 cr. Tuition: $4020
Summer 1 (May 18-June 26)
A1 (IND) Mon./Wed. 6-9:30 pmGregory PageNote start date -
Innovative Marketing Techniques
MET AD 737
Provides a theoretical understanding of the internet marketplace, which is necessary to adapt to its many changes. Equips students with the skills needed to perform vital daily functions. Includes discussions of both business-to-business (B2B) and business-to-consumer (B2C) and examines 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. 4 cr. Tuition: $4020
Summer 1 (May 19-June 26)
A1 (IND) Tues./Thurs. 6-9:30 pmValorie Luther -
Market and Economic Research and Analysis
MET AD 856
Provides a comprehensive overview 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 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 from 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. Tuition: $4020
Summer 2 (June 29-August 7)
B1 (IND) Tues./Thurs. 6-9:30 pmHans Despain
Questrom School of Business
Questrom School of Business-Undergraduate
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Marketing: Concepts to Consumers
QST MK 223
Prerequisite: QSTSM 131; QSTBA 221 previously or concurrently; sophomore standing. This course Introduces students to the field of marketing, including the 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, including marketing research, consumer research, segmentation and targeting, sales forecasting, brand management, analysis of distribution channels, pricing and promotion practices, the development of advertising strategies, and marketing ethics. 4 cr. Tuition: $3380
Summer 1 (May 19-June 26)
A1 (IND) Mon./Wed. 9 am-12:30 pm -
Marketing Research
QST MK 447
Undergraduate Prerequisites: (QSTMK323) - Prereq: (QST MK 323). Required for Marketing concentrators. Introduces tools and techniques of marketing research as an aid to marketing decision-making. Covers definition of research problems, selection of research methodologies, design of research projects, interpretation of research results, and translation of research results into action. 4 cr. Tuition: $3380
Summer 1 (May 19-June 26)
A1 (IND) Tues./Thurs. 9 am-12:30 pm -
Marketing Management
QST MK 724
Graduate Prerequisites: QST AC710 or AC711 (previous or concurrent) - Grad Prereq: (QST AC 710 or QST AC 711), previous or concurrent. 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 lifetime 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: $6549
Summer 2 (July 7-August 20)
B1 (IND) Tues./Thurs. 6:30-9:15 pmNonstandard course dates. PEMBA Core -
Brand Management
QST MK 854
Graduate Prerequisites: (QSTMK723 OR QSTMK724) - Grad Prereq: (QST MK 723 or QST MK 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. 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 B2C and B2B worlds, and others who share a simple passion for branding. 3 cr. Tuition: $6549
Summer 2 (July 7-August 20)
O2 (IND) Tues./Thurs. 6:30-9:15 pmPatricia BabbNonstandard course dates
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 Questrom School of Business Graduate Center, 595 Commonwealth Avenue, Room 115 (617-353-2673).
Summer 1 classes begin Monday, May 19 and end Thursday, July 3. Summer 2 classes begin Monday, July 7 and end Thursday, August 21. There are no class sessions on Memorial Day (Monday, May 26), Juneteenth (Thursday, June 19), or Independence Day (Friday, July 4). Thursday, July 3, is a regular class meeting day for the Tue./Thu. courses listed on this page. Please note classes may run on a nonstandard schedule, with some Friday classes scheduled to take place.
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*
*Not offered in summer 2025QST BE 721 Economics and Management Decisions
QST FE 722 Financial Management
QST MK 724 Marketing Management
QST MO 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