Marketing

This course provides a foundational overview of marketing by exploring how firms create, communicate, deliver, and capture value for customers and stakeholders. Students will examine key topics including consumer behavior, market segmentation, the marketing mix (product, price, place, promotion), and the role of strategy within the broader business environment. Through active learning, the class emphasizes ethical, global, and digital marketing trends to prepare students for dynamic decision-making in modern markets.

This course is designed to equip students with research methods and tools that are used for solving business problems and informing marketing decision making. Students will learn to conduct, use, apply, interpret, and present marketing research in order to become effective decision makers. The topics covered in this course include problem formulation, research design, data collection methods, data analysis, and finally presentation of findings and insights. Basic knowledge of marketing and statistical concepts is assumed.

This course addresses the evolving needs of modern sales organizations by integrating traditional sales strategies with data-driven decision-making, providing students with a foundational understanding of key sales concepts such as the sales process, recruiting and managing sales employees, professional selling, negotiation, and buyer psychology. In addition, it equips students with the analytical skills needed to translate data into actionable insights. Through the integration of theoretical frameworks and data analytics, students will learn to design effective sales strategies, manage diverse sales forces, and align sales objectives with broader organizational goals.

Understanding consumers' psychology and behavior is essential for effective strategy formulation and business success. This course delves into the psychological, social, cultural, and individual factors that influence how people or groups select, purchase, use, and dispose of products, services, and experiences. Students will explore core consumer behavior theories—such as decision-making, persuasion, motivation, personality, perception, consumer protection, and the effect of technology on consumer behavior—while simultaneously learning practical market research and data analysis techniques to collect and interpret consumer data. Ultimately, students will learn how to integrate consumer behavior theories and data-driven insights to inform and execute strategic marketing decisions, including effective segmentation, branding, pricing, advertising, selling, and positioning. 

Students cannot receive credit for both MKT 2640 and MKT 3650.

This course equips students with the analytical and strategic skills needed to thrive in the fastevolving world of digital commerce. Designed for aspiring marketing analysts and e-business professionals, it offers a comprehensive understanding of how data drives decision-making in ecommerce environments. Students will learn to identify and track key performance indicators (KPIs) that influence profitability, to apply search engine optimization and management techniques, to refine targeting strategies, and make data-informed decisions that enhance marketing effectiveness and business growth.

The rapid evolution of technology has led to increasingly well-informed buyers who are connected, communicative, and more in control than ever. This course discusses digital technologies and their impact on the marketing mix, branding, communication strategies, and distribution channels. Emphasis is placed on contemporary topics that face today’s marketing managers – with a focus on how analytics can be employed in digital and social media marketing to build brands, conduct business, support causes, rally the masses, and create and maintain customer relationships. 

This course is based on the hypothesis that high performance firms depend on a sustainable pattern of new and innovative processes and products. Successful companies are examined in regard to their strategies for innovation and technology transfer. Technology alliances among industry, universities, and government are considered in order to increase the leverage of the individual firm. Benchmarking and commercialization from research to actualization is discussed through cases and examples.

Knowing how to manage and interact with customers is a key component for business success. Today, customer needs are continuously evolving as well as how products and services are purchased and consumed. Understanding consumer behavior concepts allows firms to investigate consumption habits and make better informed managerial decisions. The goal of this course is to provide an introduction to various theories and dimensions of consumer behavior, such as the consumer decision-making process, the influence of attitude towards the product, brand, and/or firm, and the impact of culture and subculture. Students will be exposed to how these concepts are linked and applied to marketing, to our roles as consumers, and to everyday decisions.

Every successful business has a strategy for how it provides value and earns profit. In today’s digital economy, organizations formulate these strategies grounded in consumer insights. This course empowers students to design, implement, and evaluate marketing strategies using data driven insights for assessing the various aspects of marketing such as the marketing mix, market segmentation, market trends, consumer behavior, competitive intelligence, and the external environment that are necessary to formulate a strategic marketing and business plan.

Data and its analysis are at the heart of this new era of marketing. The goal of this course is to provide the skills needed to make intelligent use of marketing data about customers, products purchased, competitors, and the industry. The focus will be on the application of analytics techniques to enhance marketing decision-making in organizations. The course blends the art and science of marketing analytics and prepares students to generate marketing insights from data in areas such as segmentation, targeting, positioning, customer churn prediction, pricing, and customer lifetime value analysis. This will be a hands-on course, in which students apply the concepts and techniques studied in class to solve real-world business problems.