Course Descriptions

Course catalog descriptions for courses offered in all currently published terms.


Department Chairperson: Wooten, David
Department Website:
MKT 503 Marketing Management
  2.25 hours Core Terms Offered: F15(B), F16(B)
  Course Prerequisites: No credit in MKT 501 
  Marketing Management --- This course is concerned with understanding 1) an entity's own goals and abilities and 2) its potential and existing customers and competitors as bases for setting objectives and making decisions about products, services, pricing, promotion, and distribution. The ability to analyze current situations and objectives, recognize impediments, and generate solutions is the foundation for creating, achieving, and maintaining competitive advantage. This is a management-oriented course designed to give students an integrative framework for analyzing marketing programs and making marketing decisions. Leveraging the Business School's action-based learning approach, student teams take an active part in course development by creating cases based on their own areas of interest. The course consists of a mixture of lectures, student case presentations, in-class exercises, and a case-based final examination.
MKT 557 Marketing Management
  2.25 hours Core Terms Offered: M15, M16
  Marketing Management --- Marketing management is a complex business function which requires both knowledge and skill in strategy formulation and implementation. It necessitates a systematic and disciplined approach, which employs the appropriate selection of tools, analyses, and logical reasoning. The purpose of this course, therefore, is to provide you with a broad knowledge of the core marketing concepts; opportunities to apply these marketing concepts in a variety of organizational contexts; a systematic and disciplined approach to marketing management; knowledge of, and the ability to select from a variety of marketing tools; opportunities to exercise your analytical skills and logical reasoning.
MKT 591 Marketing Management
  2.25 hours Core Terms Offered: P15, P16
  Advisory Prerequisites: Global MBA students only 
  Marketing Management --- This is a management-oriented course designed to improve students' business analysis skills and decision-making abilities. Throughout the course students are expected 1) to use the vocabulary and concepts of marketing, 2) to develop the ability to make decisions, 3) to support these decisions with analysis, and 4) to communicate their ideas both verbally and in writing. Major emphasis is placed on taking an integrative approach to marketing, addressing key decision areas of product, distribution, personal selling, advertising and pricing as they relate to overall corporate and marketing strategy. To achieve these objectives the course employs a mixture of case development and analysis, readings, lectures, written and oral assignments, and a case-based final examination.
MKT 603 Strategic Brand Management
  2.25 hours Elective Terms Offered: F15(B), F16(B)
  Advisory Prerequisites: MKT 501 or concurrent 
  Strategic Brand Management --- In almost every industry, strong brands sell more, earn more, and last longer. This course covers the creation and leveraging of strong brands, for marketers, general managers, and consultants. We first learn what makes brands strong, via cases, research, and models. Once we develop a roadmap for building strong brands, we cover the strategy and tactics needed to do so: how to create high awareness and relevant identity; a reputation for high quality and leadership; relevant, differentiating, ownable and motivating imagery and associations; and emotional loyalty. Scores of brands, from many industries and countries, are discussed. Then we get to the smart leveraging of brand investments, via successful brand extensions. Finally we look at brand architecture and brand valuation. The emphasis is on practical, useful, real-world learning. For their term projects, student teams study a brand and strategies and tactics to make it stronger.
MKT 608 Pricing Strategy and Tactics
  3 hours Elective Terms Offered: F15, F16
  Pricing Strategy and Tactics --- The 4 Ps of the marketing mix are - (1) the product, (2) its promotion, (3) is distribution, and (4) its pricing. The first three elements are a company's attempt to create value while the last is an attempt to capture some of that value. As one marketing expert aptly stated, "For marketing strategists, pricing is the moment of truth - all of marketing comes to focus on the pricing decision." To prepare us better for that moment the objectives of this course are: i) to familiarize you with the concepts, theory and latest thinking bearing on the key issues in pricing, taking the perspective of the marketing manager. This will be done primarily through lectures, class discussions and assigned readings; ii) To provide you with the opportunity, through case analyses and problem solving, to apply concepts and theory to the solution of pricing problems in marketing settings.
MKT 609 Basics of Sales Management
  1.5 hours Elective Terms Offered: W15(A), W16(A)
  Course Prerequisites: No credit in MKT 610 
  Basics of Sales Management --- The successful sales manager has discovered that integrating the sales function with the company's strategic planning increases productivity and maximizes profits. As customer loyalties diminish and marketing channels proliferate, sales - once seen as a tactical adjunction to marketing - has increased its role to become the key interaction between company and customer. Today sales professionals must expand their perspective to see their role in an enterprise-wide, cross functional context. This course examines the building blocks that a sales manager must consider in creating an organization to deliver the company's revenue goals. Topics covered include sales organization structure, recruiting strategies, training strategies, compensation structures and sales process as components to improve sales results in a market driven environment. All these topics have a number of variables that the sales manager must consider in optimizing productivity. Text materials, case studies and outside speakers are used to deliver the concepts.
MKT 611 Advertising Management
  2.25 hours Elective Terms Offered: W15(B), F15(A), F16(A)
  Advisory Prerequisites: MKT 501 or 503 
  Advertising Management --- This course covers the management of a firm's advertising effort (with some coverage of related topics like direct marketing, public relations, and sales promotions). It covers the institutions, theoretical principles, and managerial decisions relevant to advertising management, and is designed for managers in marketing positions and in advertising agency account management. The course uses lecturers, cases, and outside speakers.
MKT 613 Consumer Behavior
  1.5 hours Elective Terms Offered: W15(A), W16(B)
  Advisory Prerequisites: MKT 501 or 503 
  Consumer Behavior --- Virtually all decisions involved in developing an effective marketing mix for a product or service rely on in-depth knowledge of the consumers who comprise the target market. Thus, a clear understanding of the principles, concepts, and results of consumer behavior is critical to successful marketing. In this course we will directly examine the available theory and research concerning the behavior of the consumer, with the goal of understanding how marketing managers can use these ideas. This course focuses on the consumer as an individual. The topics discussed comprise an examination of basic psychological processes: i.e., decision-making, information processing, and social influences. Thus, this course provides both a micro and macro perspective on the factors influencing a customer.
MKT 614 Social Marketing
  1.5 hours Elective Terms Offered: W16(B)
  Course Prerequisites: MKT 501 or MKT 503 
  Advisory Prerequisites: MKT 501 or MKT 503 
  Social Marketing --- This course explores social marketing and consumer culture from managerial and ethical perspectives. The overall thrust of the course will be on using marketing methods to benefit the public interest. Topics will include: social marketing such as anti-smoking campaigns; corporate social responsibility and cause related marketing; marketing in nonprofit organizations; green marketing; economic and sociological perspectives on consumer culture; the psychology of happiness and how personal well-being is influenced by wealth, consumption, and materialism; and public policy concerns related to marketing and advertising.
MKT 615 International Marketing Management
  1.5 hours Elective Terms Offered: W15(A), W16(A)
  Advisory Prerequisites: MKT 501 or 503 
  International Marketing Management --- Marketing problems arising from various degrees of foreign involvement (exports, licensing, foreign subsidiaries) are considered. Subjects include: marketing research, product planning and development, pricing, promotion, distribution, and organization for international marketing, with emphasis on the management response to parameters which differ from those in domestic marketing, i.e. international economic factors, foreign cultures, nationalism and government influences, economic development, etc.
MKT 617 Sensory Marketing
  1.5 hours Elective Terms Offered: W15(B), W16(B)
  Sensory Marketing --- Sensory perception has a rich tradition in psychology. The manner in which people see, hear, smell, touch, and taste have been intensive areas of research in cognitive psychology and neuroscience over the past century. It is also conventional wisdom in marketing that consumers' choices of what they buy are contingent on how products look, feel, taste, sound, and smell. For instance, while color has been copyrighted for a long time (Tiffany robin blue), smells are only recently being copyrighted (e.g., grass smell for a brand of tennis balls); presumably, this unique smell gives some advantage to a brand. However, what exactly it does for the brand is not well understood by practitioners and is a current topic of research by marketing academics, building upon research in psychology.
The implications of sensory research seem imbued with insight for managers. It is, therefore, surprising, that the area of how sensations affect consumer information processing, decision making, and choice have received more sporadic interest by the marketing and business community. The proposed course will be the first course on Sensory Marketing to be offered in the country.
MKT 618 Marketing Research Design and Analysis
  3 hours Elective Terms Offered: F15, F16
  Course Prerequisites: No credit in MKT 619, 620 
  Advisory Prerequisites: MKT 501 or 503 
  Marketing Research and Analytics: Linking Data to Business Decisions --- This course focuses on managing the marketing research process which provides information as an input to marketing decision-making. This requires an understanding of the components of the marketing research process, how to utilize it effectively to obtain relevant information, and how to integrate such information into the marketing decision-making process. We will discuss both the "production" and "consumption" of information for marketing decisions.
MKT 621 Applied Advertising
  1.5 hours Elective Terms Offered: W15(A)
  Advisory Prerequisites: MKT 501/503 
  Applied Advertising --- An advanced-level seminar geared to marketing majors and others with marketing experience. This class will provide a "real world" introduction into developing, evaluating, and leveraging integrated advertising ideas. The class is led by a 25-year advertising agency and client practitioner. He will be assisted by guest presenters including creative directors, the head of training for a global media company, and the CMO of a Fortune 500 company. The coursework will include in-class debates, developing (and challenging) points of view on current advertising, and a team project which will involve developing consumer insights, advertising strategy and ides, and a media approach for a major Kellogg Company brand.
MKT 623 Service Marketing Management
  1.5 hours Elective Terms Offered: W15(A), W16(A)
  Advisory Prerequisites: MKT 501/503/591 
  Service Marketing Management --- The purpose of this course is to provide you with a thorough understanding of the role of services in marketing strategy and competition and how these issues guide the management of service operations. This includes an understanding of the evolution of management thought, the service customer and experience, the service operation, service employees, and alternative service strategies. We begin by describing the service economy and different strategies for service competition. The course is then structured around Gustafsson and Johnson?s (2003) framework for creating a competitive service advantage. The framework emphasizes the need to build a service culture, stay focused on a market segment, and link activities to create a competitive service advantage. We then systematically explore three integrated processes for implementing the framework: (1) service maintenance, (2) improving service performance, and (3) service innovation. We?ll explore how both traditional service-retail firms as well as business-to-business firms strive to create an effective service strategy and competitive advantage by linking activities to provide solutions to customer problems. Companies featured in the cases, lectures and readings include Continental Airlines, Disney, Dell Computers, the Dow Chemical Company, Four Seasons Hotels and Resorts, General Electric Aircraft Engines, IKEA, Northwest Airlines, Ritz-Carlton Hotels, and the United States Marine Corps.
MKT 624 Co-Creation of Value
  3 hours Elective Terms Offered: W15, S15, W16, S16
  Cross-listed with: STRATEGY 624 
  Co-Creation of Value --- Interactions are the new locus of value creation, propelled by internetworking and the forces of digitization, ubiquitous connectivity, globalization, social media, and new communications and information technologies. The future of value creation in enterprise, economy and society lies in a co-creation of value through interactions. The goal of this course is to expose you to a co-creation paradigm of interactional value creation, whose practice will be discussed through numerous examples in the course, spanning a wide range of situations, sectors, and industries globally. In this paradigm, co-creation of value is seen as interactional value creation enacted through platforms of engagements, emergent from ecosystems of capabilities, and embodied in domains of experiences. Co-creational thinking and practice expands value creation through a "win more -- win more" approach. Co-creational enterprises organize value creational activities and interactional offerings together with stakeholding individuals as experiential value co-creators, to expand wealth-welfare-wellbeing in enterprise, economy and society.
MKT 625 New Product and Innovation Management
  2.25 hours Elective Terms Offered: W15(A), W16(A), W16(B)
  Advisory Prerequisites: MKT 501 or 503 
  Cross-listed with: ES 605 
  New Product and Innovation Management --- Innovation and development of new products and services are essential for the success of any organization. At the same time, designing and launching new products is risky. Managing the new product development therefore involves identifying new product ideas that have great potential and lowering the risk of their failure. This course discusses the stages in the new product development process and avenues for making the process more productive. Specific topics covered include creative techniques for idea generation, designing new products and services using analytical techniques, sales forecasting, testing, and tactics and strategies for new product launch. The course uses lectures, cases, and outside speakers. Moreover, the course includes a project wherein student teams will use the creativity techniques covered in this class to come up with new product ideas and perform a concept test in order to evaluate their feasibility. The course has a quantitative focus and delves on issues that are very relevant to managers on a day to day basis. The course will be especially useful for those interested in product/brand management, management consulting, and entrepreneurship.
MKT 630 Marketing Engineering
  2.25 hours Elective Terms Offered: W15(B), W16(B)
  Advisory Prerequisites: MKT 501/503/591 
  Marketing Engineering --- The structure and content of those employed in marketing is rapidly changing due to vast increases in desktop computer power and exploding volumes of marketing data. Professions such as marketing manager, account manager, market researcher and Marketing (research) consultant are evolving rapidly in the new technology intense marketing environment. New approaches to marketing are heavily dependent upon analytical tools, and the effectiveness of the new use of those tools depends on the knowledge and skills of the users. The new marketing looks like marketing engineering and is in need of people with marketing engineering skills. This course develops those skills.
MKT 640 Global Supply Chain Management
  3 hours Elective Terms Offered: W15, F15, W16, F16
  Advisory Prerequisites: TO 551/552 
  Cross-listed with: TO 620 
  Global Supply Chain Management --- This course aims to develop an understanding of key devices of supply chain performance and their interrelationship with firm strategy. Special emphasis is given to tools and skills necessary to develop solutions for a variety of supply chain design problems and inter-firm and intra-firm coordination issues.
MKT 750 Independent Study Project
  1 - 3 hours Elective Terms Offered: W15, S15, P15, M15, F15, W16, S16, P16, M16, F16
  Advisory Prerequisites: Graduate standing. 
  Independent Study Project --- Independent study projects, supervised by faculty, are available to graduate business students in good academic standing. To select a project, students should consult the appropriate professor about the nature of the project and the number of credit hours the work would earn. Students earn one to three credit hours per project and may elect only one study project in a term. Graduate business students should consult their program bulletins for information
regarding total number of projects and credits that can be applied to their degree. To register for a project students must submit an approved Independent Study Project application, available online.