Courses

Undergraduate Courses

View the list of undergraduate courses offered by the School of Management Marketing Department

Graduate Courses

MK723/724 Marketing Management
This course builds an in-depth understanding of basic marketing concepts and applies those concepts to a variety of management situations, including non-profit and public sector settings. The course provides working knowledge of the tools of marketing (product policy, pricing, distribution, promotion, consumer behavior), and the ways in which these tools can be usefully employed. The course builds practical skills in analyzing marketing problems and opportunities, and in developing marketing programs.
Prerequisites: AC710/711 taken before or concurrently.
MK852 Marketing Research
This course examines a variety of exploratory and survey research approaches and their associated data analysis procedures. It provides participants with state-of-the-art tools for identifying and assessing customer needs and requirements to improve the performance of profit-oriented and public-sector organizations. The course emphasizes a managerial, user-oriented point-of-view.
Prerequisites: MK723/724, QM716/717
MK853 Global Strategic Marketing
This course focuses on the key strategic marketing decisions managers must make: deciding whether to market globally; selecting countries in which to market; choosing marketing strategies and tactics for entry and growth; and organizing for and managing the implementation of global marketing strategies.
Prerequisites: MK723/724
MK854 Branding
This is a course about branding, and the ways that brands acquire and sustain value in the marketplace. The course is embedded in sociological, anthropological, and psychological theories of consumer behavior and culture, and relies on these disciplines for insight into effective strategic management of the brand. The cases, readings, in-class discussions, and assignments are designed to provide you with: 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; and a capacity to think creatively and with increased precision about the strategies and tactics involved in building, leveraging, defending, and sustaining strong brands. Select topics we will cover include brand (re)positioning, brand design, brand community, product placements and grassroots marketing, internal branding, brand relationships, brand architecture, brand leverage and extensions, brand metrics, and brand stewardship. A group brand planning project weaves content throughout the course; individual write-ups allow you to explore select branding topics in more detail. Several guest speakers from the branding services, consulting, and practice sides will provide their insights throughout the course.
Prerequisites: MK723/724
MK856 Consumer Behavior
In order to successfully implement strategy, marketers need to understand their consumers who they are, what they want, how they make decisions, and how their behavior is influenced by marketers’ actions. This course will cover topics such as the role of culture, psychological processes (e.g. motivation, perception, memory, attitudes, etc.) and marketplace behaviors (e.g. in retail settings, online, post-purchase, etc.). We will also look at such marketing concepts as segmentation strategy, value-based pricing, brand equity, new product adoption, and customer relationship management. The course involves a team project focused on discovering an unmet consumer need and designing a product and marketing plan to address that need.
Prerequisites: MK723/724
MK857 Services Marketing and Management
This course takes both a practical and conceptual approach to the marketing of services. The marketing literature views quality as being defined by customer expectations and perceptions. This course looks at key components of services that affect these expectations and perceptions as well as issues of demand management; developing systems that address custom problem solving and complaint management; and the overlap between operational, organizational, behavioral, and marketing issues in service management. The focus of the course varies by class to include professional services, small service, large service organizations and businesses that produce services as a key and necessary line extension to products that they produce.
Prerequisites: MK723/724
MK858 Customer Relationship Management
The course is designed to give students a working knowledge of the concepts and practices of Customer Relationship Management (CRM). The course will emphasize management of the customer experience and how to modify customer behavior using CRM. Key CRM components will be explored, including: database marketing, campaign management, marketing channels – including social media, marketing technology, marketing planning and measurement, and pricing. Instruction will be a combination of lectures, class discussion, cases, group activities, and guest lecturers.
Prerequisites: MK723/MK724
MK859 Business to Business Marketing
This course provides an in-depth understanding of the unique aspects of marketing in a business-to-business environment. Students apply current marketing theory and techniques to industrial market settings. In addition, they develop managerial skills in the marketing planning and execution process, as well as critical analysis and problem-solving abilities with respect to marketing working relationships. The course allows participants to experiment with and apply strategic marketing concepts in a complex industrial marketing environment. Topics covered include the dynamics of relationships between suppliers and customers, the increasing reliance on the marketing-/R&D interface, the structuring of alliances between so-called competitors, and the process of negotiations – to better understand how organizations endeavor to become and stay market-oriented. [Includes guest speakers and interactive marketing simulation]
Prerequisites: MK723/724
MK860 Integrated Marketing Communication
The aim of this course is to provide you with an understanding of the strategic issues surrounding marketing communication, of which advertising is but one vehicle. We will be focusing on Integrated Marketing Communication (IMC), which involves using a variety of tools (e.g. advertising, sales promotion, public relations, etc.) in a synergistic manner to achieve communication objectives. Students will learn IMC principles and practices and then develop an IMC campaign from situation analysis to strategy development and implementation. The ultimate objective of this course is to enable students to understand and operate within the advertising industry from either a client or agency perspective.
Prerequisites: MK723/724
MK864 Pricing Strategy and Tactics
This course focuses on the practical needs of the marketing manager 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.
Prerequisites: MK723/724
MK867 Marketing Social Change
Globalization, increasing transparency in business operations and the prevalence of social media have forever changed the way stakeholders view and interact with organizations. Societal and business imperatives are not only often considered compatible; they can be increasingly viewed as one and the same. People today often communicate, organize and engage based on mutual interests, and, generally, place greater trust in organizations and individuals that work for a better world.Marketing has often been referred to as the “science of sales.” Whether you are selling a product, an intervention or an idea, it can be a powerful tool for advancing social change in today’s dynamic environment. The strategic integration of a relevant social purpose into a product, business or nonprofit organization through brand-building citizenship activities can drive consumer and donor recall, consideration, acquisition, retention and propensity to recommend. However, these efforts do not usually constitute a “silver bullet” and may not be the best solution to a business problem or societal need at all. In the worst cases, ill-conceived citizenship marketing strategies can result in damaging consequences. Practitioners must be pragmatic when engaging in marketing social change. Understanding how to apply best practice, identify opportunities, address challenges, engage stakeholders and innovate strategically are essential skills in this rapidly evolving sector.
Prerequisites: GSM MK723, GSM QM 716
MK872 Advanced Personal Selling and Sales Force Management
There are two parts to this course. The first imparts knowledge about 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 has a managerial focus, covering issues related to managing a salesperson or a group of salespeople. Issues addressed include sales force sizing, recruitment, selection, and training; sales territory design and assignment; setting sales objectives and quotas; supervising, mentoring, coaching, and motivating salespeople; designing compensation and reward schemes; key account management; and retention strategies to minimize salespeople turnover. The course makes heavy use of cases, lectures, role plays, videos, and classroom exercises.
Prerequisites: none
MK929 Marketing Management and the Customer-Focused Firm II
This course builds on material presented in MK927 to familiarize doctoral students with various areas of investigation for problem-oriented academic marketing research pertinent to the research mission of the department: advancing the customer focused firm. Discussion topics concern strategies for gaining competitive advantage and include: establishing a market orientation, product strategy, product innovation and new product development, brand design and product aesthetics, co-creation and mass customization, pricing strategy, sales promotions, corporate social responsibility, cause marketing, stakeholder marketing, and the measurement of firm and marketing performance. Through exposure to a strategic marketing perspective for the identification of research problem areas, this course will further socialize students into the process of developing research ideas and undertaking research, while stimulating the development of ideas for summer projects, qualifying papers, and dissertations.