This course focuses on managing the entire marketing research process, which involves collecting and analyzing relevant, timely, and accurate information to gain customer insights and drive effective marketing decision making. Students learn fundamental techniques of data collection and analysis to solve specific marketing problems. The class offers hands-on learning-by-doing opportunities through group projects for students to practice every stage of marketing research. prereqs: 3001 and BA 2551 or SCO 2550 or equivalent statistics course

Application of behavioral sciences to buyer behavior. Perception, attitudes, learning, persuasion, motivation, decision-making, social/cultural influences, managerial implications. prereq: 3001

Hiring, motivating, performance enhancement. Customer relationship management, data analysis, quantitative methods. Developing metrics to evaluate individual/group performance in attaining an organization's strategic goals. prereq: MKTG 3040 or 3041

Managing/integrating communication aspects of marketing. Advertising, sales promotion, public relations. Setting objectives, selecting media. Measuring effectiveness. Sales promotion techniques. Issues in global IMC. prereq: MKTG 3011 and MKTG 3041 (or 3010 & 3040) or instructor approval

Today, a brand?s marketing channel strategy directly impacts its brand value. And if designed properly, a channel strategy acts as a key differentiator for any organization. In this class, we will study how to select the right channel partners, and properly motivate their actions. We will also explore the connections between marketing channels and supply chains. By the end of the course you will see how organizations create significant brand value via their marketing channels. prereq: MKTG 3011 and MKTG 3041 (or 3010 & 3040) or instructor approval

Determining product markets where organizations should compete based on ability to create/maintain competitive advantage. External environment of business. Constructing/evaluating global marketing strategies. Largely case-based. This is the capstone course in the Marketing major. prereq: Mktg 3011, Mktg 3041, (or Mktg 3010 & Mktg 3040) and 8 Mktg elective credits

How do firms build great brands, such as Apple and Nike? How do firms leverage their popular brands to expand into new markets, new products, and new countries? This course focuses on questions like these to help students understand how to use brand strategies to successfully build, measure, and manage brands. Students participate in a course-long project to research and evaluate brand strategies used by a brand of their choosing. The course includes lectures, cases, and project check-ins between group members and their instructor. prereq: MKTG 3010/3011 and MKTG 3040/3041

Selected topics and problems of current interest considered in depth. Class discussion and course projects.