Marketing

This course enables students to draw insights from data to formulate effective marketing strategies that benefit the organization and its stakeholders. Students will learn to (1) identify and understand consumers’ value needs (marketing research and consumer behavior), (2) create an attractive value proposition (product and pricing strategies and tactics), and (3) communicate and deliver this value proposition (promotion and distribution strategies and tactics). Upon successful completion of this course, students will be able to develop and execute an effective data-driven marketing plan to achieve an organization’s financial and marketing goals. Experiential learning techniques will be used to impart this knowledge and develop these skills.

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 social media can be employed to build brands, conduct business, support causes, rally the masses, and create and maintain customer relationships. Students who have previously taken MKT 565 (Digital Marketing) or MKT 598 (Special Topics: Social Media Marketing) cannot earn credit for taking MKT 565 (Digital and Social Media Marketing).

Data is 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, competitors, and the industry. The focus will be on the application of analytics techniques to enhance marketing making in organizations. The course blends the art and science of marketing and prepares students to generate marketing insights from data in areas such as segmentation, targeting, positioning, product choice, customer satisfaction, and customer lifetime value analysis. This will be a hands-on course, in which students apply the concepts and techniques studied in class to actual business situations.

A successful product management process involves vision, strategy, and product development and integrating these with an effective go-to-market strategy. In this project-based course, students will develop knowledge of product management concepts and frameworks, learn to work with product management tools, and build the skills necessary to become effective product managers.