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Marketing

Courses

MKTG 510 Marketing Strategy 2.0 Credits

Marketing is the practice of creating and exchanging value. Marketing strategy can be thought of as a process by which companies allocate scarce resources in order to exchange value in ways that enhance corporate performance and sustainability. The course addresses how creating and delivering superior value can improve relationships with customers and other stakeholders. It also provides students with analytical skills, decision tools, and disciplined frameworks to conduct a market analysis.

College/Department: LeBow College of Business
Repeat Status: Not repeatable for credit

MKTG 601 Marketing Strategy & Planning 3.0 Credits

Emphasizes application of strategic planning in marketing to achieve competitive advantage. Examines the role of strategic planning in developing effective marketing programs that enhance the overall performance of the firm.

College/Department: LeBow College of Business
Repeat Status: Not repeatable for credit

MKTG 606 Customer Analytics 3.0 Credits

This course is designed to give students powerful, cutting-edge tools to turn customer data into actionable managerial insights. Focus is on predictive analytic techniques used by marketers to acquire, develop, and retain customers. While students will employ quantitative methods in the course, the goal is not to produce experts in statistics; rather, students will gain the competency in the use of data to make better business decisions. The course uses a combination of lectures, cases, and exercises, and will be taking a very hands-on approach with real-world databases to provide students with tools that can be used immediately on the job.

College/Department: LeBow College of Business
Repeat Status: Not repeatable for credit
Prerequisites: (MKTG 601 [Min Grade: C] or MKTG 510 [Min Grade: C]) and (STAT 601 [Min Grade: C] or STAT 610 [Min Grade: C] or BSAN 601 [Min Grade: C])

MKTG 607 Marketing Experiments 3.0 Credits

Focused at the intersection of marketing strategy and marketing analytics students will develop skills that will allow them to design, execute, analyze and communicate A/B and multivariate tests, designed to provide definitive answers to business questions like, “Which advertisement should we use?”, “How much should we be willing to spend on an advertisement?”, “Which product design should we go with?” Students will gain fluency in executing statistical methods including confidence intervals, regression, optimal design, and sequential experimentation. Students will become adept at communicating data-based conclusions to business leaders and will devise strategies for developing a culture of data-based decision making in business organizations.

MKTG 620 Social Impact Marketing 3.0 Credits

The course will cover what social marketing is and how it is implemented and also will focus on what the SDGs and/or “wicked problems” are and how they may be addressed through an organizational marketing lens. The course uses marketing strategies and tactics learned in all of your other marketing courses to address these social problems. Thus, the marketing toolkit remains the same, and the course will largely focus on understanding these social problems as well as the social psychology that motivates behavior change so that effective and efficient marketing mixes directed at motivating behavioral change can be designed.

College/Department: LeBow College of Business
Repeat Status: Not repeatable for credit
Prerequisites: MKTG 510 [Min Grade: C] or MKTG 601 [Min Grade: C]

MKTG 622 Buyer Behavior Theory 3.0 Credits

Provides an interdisciplinary study of the theories and research of buyer behavior. Draws on concepts from marketing, anthropology, psychology, sociology, and economics and their application for marketing managers seeking insights into the consumer decision-making process.