Curriculum

4 semester hours

This course is designed to enable students to develop customer insights through learning about customer behavior and conducting marketing research. It will bring together two large areas of marketing, drawing from bodies of knowledge in customer behavior and marketing research, encompassing theory and method. The customer journey from awareness and learning to decision-making, consumption, and disposal will be covered. Individual, household, and organizational customer behavior will be covered in the course. Emphasis will be placed on gaining insights about customers and marketplace through incorporation of marketing research methods inclusive of, but not limited to, qualitative and quantitative methods in conducting survey design, causal effects and relationship testing. Developing insights about consumers globally within the context of global environments will also be integrated into the course.

Prerequisite: BCOR 3510

4 semester hours

This course will introduce students to a uniquely strategic way of thinking in which the interests of Buyers and Sellers can be aligned through the careful implementation of marketing techniques and/or public policy. Such an alignment ensures that all parties derive significant net positive benefits from the exchange process and ensures the continuing success of the firm. The course explores why and how long-term company profitability is critically dependent upon this ethical creation and transfer of value. Adopting this perspective of value creation requires that traditional marketing functions and concepts, such as pricing, product development, distribution, brand management, and sales are not merely seen as mechanisms for advancing company profitability, but are, more importantly, powerful tools capable of expanding customer benefits while preserving societal well-being. This perspective begins with an investigation of customer thinking and value assessment, and ends with a problem-focused analysis of how these needs can be most effectively satisfied through the marketing process.

Prerequisites: BCOR 3510 and MRKT 3512 (can be taken concurrently)

4 semester hours

There is an increasing desire and need for enterprises to more clearly link marketing activities to financial returns and other broader measures of performance, such as sustainability and quality of life. Doing so requires not only technical and analytic capabilities but also new cross-functional platforms, business routines, organizational structures, and planning processes. By developing such competencies, business enterprises will be positioned to make decisions that reflect the "voice of the consumer/customer" and lead to improved short- and long-term financial performance, as well as other elements of the triple bottom line, such as sustainability and quality of life. This course explores how (and why) the functions of Marketing, Insights/Analytics, Finance, and IT can work together to achieve improved business and societal results.

Prerequisites: BCOR 3510 and MRKT 3512.

4 semester hours

Customer relationship management (CRM) is an emerging business strategy paradigm that focuses on the systematic development of ongoing, collaborative customer relationships as a key source of sustainable competitive advantage. CRM represents a fundamental change in approach from traditional marketing; the goals shift from market share to share of customer. Operating under the assumption that competitive advantage is often gained through building customer equity, this course introduces the theory and practical implementation of customer relationship management strategies using marketing databases. Topics include: fundamentals of CRM strategy, customer profiling, measuring customer lifetime value, customer profitability analysis, customer loyalty programs, and CRM technology overview.

Prerequisites: BCOR 3510 and MRKT 3512

4 semester hours

Using a bottom-up approach to developing marketing innovations; uses extreme resource constrained contexts, i.e., subsistence marketplaces, to learn about bottom-up immersion, emersion, design, innovation, and enterprise for any context; semester-long project with business involves understanding challenges, conducting virtual international field research, designing product solutions, and developing marketing/business plans.

Prerequisites: BCOR 3510 and either MRKT 3513 or MRKT 3516 or MRKT 4517 or MRKT 4527 or MRKT 4595

4 semester hours

An examination of the sales function, encompassing the broad range of methods that sales professionals may employ to build marketing relationships. Steps in the selling process will be explored, including techniques for engaging customers, identifying needs, handling objections, effectively communicating, persuasion, and negotiation. Sales management tools for developing and maintaining client relationships and managing the sales process in order to achieve the organization's goals will be emphasized. A particular focus will be placed on the role of technology in contemporary sales activities.

Prerequisites: BCOR 3510 and MRKT 3513 or MRKT 3516 or MRKT 4517 or MRKT 4527 or MRKT 4595

4 semester hours

TBD

4 semester hours

The development of new products represents one of the most promising avenues by which firms can maintain and expand their market position in today's dynamic markets. The course provides a practical introduction to the process of designing and marketing new products covering the major phases of product development and launch. Critical steps in the new product development process will be discussed in detail, including: opportunity identification and analysis, concept development and testing, product design and pre-market testing and forecasting, and the management of the product launch. The focus of this class is upon the marketing function. Thus, the class will concentrate on market measurement, the use of that information to develop the benefit targets for the new product, and the ultimate development of marketing mixes (product, price, place, promotion) that will improve the chances for success. The class will provide techniques that combine the marketing function with the functions of R&D, design engineering, and manufacturing. At the conclusion of this course, students will be able to use conjoint analysis in identifying customers' preferences, designing new products, and performing market simulations. The course will be important to students who aim to work directly in brand or product management as well as those whose interests are in general management and consulting.

Prerequisites: BCOR 3510 and MRKT 3513 or MRKT 3516 or MRKT 4517 or MRKT 4527 or MRKT 4595.

4 semester hours

In the business market, the customers are organizations (e.g., businesses, governments, and institutions), and these customers represent a huge market opportunity. While we think of companies like Procter & Gamble, Sony, or Ford as sellers, they are also organizational buyers that annually purchase enormous quantities of raw materials and manufactured component parts; they purchase supplies and business services regularly to support operations, and they make large investments in building, equipment, and information technology. It's important to know that building and maintaining a close relationship with an organizational buyer require careful attention to details, meeting promises, creativity, and swiftly responding to changing demands.

Prerequisites: BCOR 3510 and MRKT 3513 or MRKT 3516 or MRKT 4517 or MRKT 4527 and MRKT 4595

4 semester hours

This course takes a look at the front-end functions of marketing planning, logistical planning, business relationships, networking, and the marketing benefits of business collaboration inherent in the dynamic channels of distribution used in a global business environment.

Prerequisites: BCOR 3510 and MRKT 3513 or MRKT 3516 or MRKT 4517 or MRKT 4527 or MRKT 4595

4 semester hours

This course will familiarize students with the general principles of user experience (UX) that are at the heart of any effective design and business. Students will be introduced to areas of human performance, cognition, perception, ergonomics, memory, motivation and behavior. Students will apply these human performance concepts to the design and evaluation of products, services, and systems, with special emphasis on the applicability to management, human resources, marketing, and entrepreneurship. Reading assignments, in-class and take-home projects, plus a field trip to Google to tackle an actual business problem, will expose students to a variety of UX concepts and applied examples. Two group projects and four written reports are required: these allow students to apply the principles and concepts they have learned during the course.

Prerequisites: BCOR 3510 and either MRKT 3513 or MRKT 3516 or MRKT 4517 or MRKT 4527 or MRKT 4595

4 semester hours

As a field of social science, psychology embodies a diverse array of theoretical "schools of thought," which vary significantly in their fundamental explanations for human thought and behavior. From a business perspective, these contrasting explanations have widely different (and often contradictory) implications for how marketing strategies should best be crafted and implemented. This course examines consumer thought and action from six different explanatory perspectives, including cognitive psychology, social psychology, classical behaviorism, radical behaviorism, motivational/psychoanalytic psychology, and humanistic/gestalt psychology. Then, the different implications of each interpretation for marketing and advertising strategy are explored and discussed.

Prerequisites: BCOR 3510 and MRKT 3513 or MRKT 3516 or MRKT 4517 or MRKT 4527 or MRKT 4595

4 semester hours

The focus of this course is upon the function of price as a driver of profit. Particular attention will be given to the roles of customers, costs, and competitors ask key concerns when developing pricing strategies. All aspects of pricing within the marketing and business environment will be examined, including theories and models of pricing strategy, and common pricing techniques used in contemporary business practice.

Prerequisites: BCOR 2110, BCOR 2120, both with a grade of C (2.0) or better; BCOR 3510 and MRKT 3516 or MRKT 4517 or MRKT 4527 or MRKT 4595

4 semester hours

This course provides a comprehensive framework for the development of competitive marketing strategies that achieve organizational objectives and build competitive advantage. It teaches students the fundamentals of strategic analysis and strategy development within the context of the global business environment. The course emphasizes the major analytical, ethical, and strategic frameworks of marketing, as specifically implemented within the complex contemporary conditions of global business relationships and activities. The course incorporates experiential learning, case studies, and a simulation project.

Prerequisites: BCOR 3510 and MRKT 3513 or MRKT 3516 or MRKT 4517 or MRKT 4527 or MRKT 4595