3 hours

This course is a study of the managerial aspects of marketing. Emphasis is placed on the quantitative and qualitative criteria used in evaluating marketing alternatives and in choosing among these alternatives. The course includes topics related to market segmentation, marketing research, product/service development, branding, promotion, pricing, channels of distribution, marketing strategy, and global marketing.

3 hours

This course provides an opportunity for study of the behavior of buyers of business-to-business and consumer goods and services. Objectives include increasing the student’s understanding of buyers and their behavior and providing the student with experience in applying this knowledge in marketing management decisions. Topics such as life style analysis, organization, individual and family decision making, consumerism, behavioral models, attitude formation and change, information seeking, and market segmentation are explored using readings, projects and case materials.

3 hours

Marketing research focuses on the generation of primary data to improve decisions. This course helps students determine when research should be conducted and on designing the appropriate means for gathering and interpreting information. The course examines a range of methods of data collection made possible and develops skills in converting data to useful information that will improve marketing efforts. The course uses client-based group projects, extensive hands-on assignments, and readings to develop conceptual, analytical and communication skills.

3 hours

This course exposes students to the different socio-cultural, economic, and geopolitical environments that influence firms’ international and marketing activities and performance. Within this context, the course focuses on identifying world-wide marketing opportunities and formulating global product, pricing, distribution, and promotion strategies.

3 hours

The objective of this course is to familiarize students with applications of planning techniques for new products. The course emphasizes the use of market research data and marketing models for new product development and management. The main topics covered in this course are idea generation, concept evaluation, optimal product design, test marketing, product positioning, market segmentation, market share estimation, product packaging, advertising testing, pricing, brand name selection, brand equity and global product planning.

3 hours

This course offers a comprehensive understanding of the digital and social media marketing landscape including different platforms, media, tools, and metrics. Based on this understanding, students will learn how different marketing objectives of the organization such as customer management, branding, sales, PR, promotion, communication and so on can be accomplished through digital and social media marketing strategies for both business-to-consumer as well as business-to-business settings.

3 hours

Customer relationship management (CRM) is a comprehensive set of processes and technologies for managing the relationships with potential and current customers and business partners across marketing, sales, and services areas regardless of the channel of distribution. This course focuses on the development and implementation of relationship marketing strategies via the use of CRM initiatives. Topics covered in the course include: relationships marketing; operational, analytical, and collaborative CRM; reasons for CRM implementation failure; and the role of CRM in marketing management.

3 hours

Direct and database marketing is a specialized form of marketing where companies make extensive use of their databases to formulate customized marketing strategies so that they can market to each customer directly. Consistent with its rapidly increasing demand in contemporary marketing practices, this course is geared to make students well versed with theory, tools and applications related to Direct and Database marketing.