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: $2800

Summer 2 (July 1-August 7)

Top

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: $2800

Summer 1 (May 22-June 26)

Top

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: $2800

Summer 2 (July 2-August 8)

Top

Ecommerce

MET AD 648

Provides a detailed examination of the history of e-commerce, along with important concepts related to the ways that businesses can successfully use Internet and Web technology. Students are introduced to the concepts and problems associated with 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. The development of a WordPress-themed website is a minor feature of the course. 4 cr. Tuition: $3520

Summer 1 (May 21-June 27)

Top

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: $3520

Summer 1 (May 20-June 26)

Top

Market and Economic Research and Analysis

MET AD 856

Prepares students 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. Tuition: $3520

Summer 2 (July 2-August 8)

Top

Questrom School of Business

Questrom School of Business-Undergraduate

Advanced Marketing Strategy

QST MK 468

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: $2800

Summer 1 (May 22-June 26)

Top

Communications and Digital Media Strategies

QST MK 469

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: $2800

Summer 1 (May 21-June 27)

Top

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: $2800

Summer 1 (May 21-June 27)

Top

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 Questrom School of Business Graduate Center, 595 Commonwealth Avenue, Room 115 (617-353-2673).

Summer 1 classes begin Monday, May 20 and end Wednesday, July 3. Summer 2 classes begin Monday, July 8 and end Thursday, August 22. There are no class sessions on Memorial Day (observed Monday, May 27), or Independence Day (observed Thursday, July 4). Classes will be held on the following Fridays as make-up days for those two holidays: June 7 (for May 27) and June 14 (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 2019

Marketing Management

QST MK 724

Grad Prereq: AC710/711/712 (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 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: $5061

Summer 2 (July 9-August 22)

Top

Social Media Marketing

QST MK 845

Grad Prereq: MK713/723/724. Digital technologies have transformed the marketing communications paradigm and the consumer decision making process. In particular, within this new paradigm, consumers are more likely to learn about new products and services from other consumers via online word-of-mouth and have more power to co-create products, experiences, and brand meaning with manufacturers and service providers. This course examines the implications of these changes for marketers. Specifically, the course examines how digital technology can be used to (a) engage consumers prior to purchase; (b) to enhance and augment the consumption experience; and (c) to build ongoing and long-lasting relationships with consumers post- purchase. These topics will be explored using case studies and a client-based project, as well as a final exam. 3 cr. Tuition: $5061

Summer 2 (July 16-July 27)

Top

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: $5061

Summer 1 (May 20-June 1)

Top

Courses of Related Interest