Marketing MBA Curriculum & Course Descriptions

The information presented on this page applies to students in the Traditional Full-Time MBA program as well as students in the the Flex MBA program (who started in Spring 2009 or later). It is meant to serve as an overview and not as a replacement for meeting with an advisor.
(Click here to jump straight to the Course Descriptions below.)

Curriculum

This concentration requires students take at least 15 credits beyond the MBA core, foundation, and integrative courses.

Marketing for Decision Making (22:630:550/586) is part of the MBA core and is required for all MBA students.

Required Courses
(6 credits)

*Note: Marketing Strategy is required in addition to one of the two remaining courses: Marketing Research OR Pharmaceutical Marketing Research.

Electives
(9 credits)

*Note: These courses also count toward elective credit for the Supply Chain Management MBA concentration.

**Note: For double majors with Pharmaceutical Management concentration, Pharmaceutical Management students that have a double concentration with Marketing have to take:

• Pharmaceutical Marketing Research – as marketing required
• Pharmaceutical Product Management – as marketing elective
• Managing the Pharmaceutical Sales Organization –as marketing elective
• Marketing Strategy – as marketing required
• 1 additional marketing elective from the elective marketing courses.

Course Descriptions

22:630:677 - (3 cr)
Advanced Marketing Research 

This course aims to equip students with quantitative techniques for making marketing decisions.  Univariate and multivariate statistics techniques are applied to secondary and primary data to find descriptive and causal relations among consumer and marketing variables.  Building upon the basic marketing research, this course introduces advanced statistical techniques to analyze marketing data.  The topics include multiple regression, ANOVA, discriminant analysis, factor analysis, cluster analysis, multidimensional scaling, and conjoint analysis.  Major marketing issues include, but not limited to, marketing segmentation, targeting, and positioning. New product concept testing techniques will also be discussed.  In addition, other contemporary research techniques and tools are addressed.

Prerequisite: Marketing Research (22:630:604) and Data Analysis & Decision Making (22:960:575)

22:630:601 - (3 cr)
Advertising and Promotion

Examines the advertising process with particular emphasis on the advertising agency and its clients. Reviews other forms of commercial communication such as public relations, sales promotion, and personal selling. Subjects covered: advertising and promotion planning and management, methods for setting promotional budgets, copy evaluation, media selection and planning, measurement of promotional effectiveness, and models of the communication process.

Prerequisite: Marketing for Decision Making (22:630:550/586; MBA Core)

22:630:613 - (3 cr)
Brand Management

Today more and more corporations are realizing that some of their most valuable assets are their brands. This course explores the role of the brand management function in building strong brands, measuring their equity or value, and in maintaining the strength of the brand over time. The primary objectives of this course are: to increase understanding of the important issues in planning and evaluating brand strategies and to provide the appropriate theories, models, and other tools to make better branding decisions. An additional area of emphasis will be brand management's interaction with other functional disciplines within the corporate structure, including customer marketing and field sales. Classes will be a combination of lectures, cases, class discussion, and guest speakers.

22:799:663 - (3 cr)
Business Forecasting for Value Chains  

This course focuses on the applications of forecasting models and methodologies throughout value chains, for use in business related activities, including operations, sales, marketing and finance.  The course aims to help students understand the significance of data analysis and model selection in business-related decision making and the development of  managerial insights.  Sophisticated techniques for forecasting are developed and illustrated by combining theory, examples, practical applications and case studies.  The course utilizes Microsoft Excel-based ForecastXTM Software for Windows, which is one of the most comprehensive, Excel-based analysis and forecasting tools available on the market.

22:630:606 - (3 cr)
Business-to-Business Marketing

Introduces business-to-business marketing from the perspective of both the seller and the buyer. Covers marketing strategy and product/ market planning systems; selling and management of the sales force; marketing research and competitive intelligence; pricing and promotion; management of auxiliary services; and industrial buying behavior.

22:630:610 - (3 cr)
Consumer Behavior

Understanding the behavior of consumers and the factors that influence their behavior. Topics covered: consumer decision models, psychological processes, and social and environmental forces that shape consumer behavior. Explores historical development of consumer behavior and current societal issues. Texts, readings, and case study.

Prerequisite: Marketing for Decision Making (22:630:550/586; MBA Core)

22:630:655 - (3 cr)
Customer Relationship Management

This course provides a practical overview of how to design and implement modern digital customer relationship marketing. Students will learn the process of how to design, implement and measure the impact of CRM programs aimed at both consumers and business professionals. Examples will be cited throughout the course from industries including healthcare, financial services, and retail. Specific CRM software systems will be explained and referenced.  

Topics to include: customer insight mining, social media and search analyses, segmentation, customer database design, promotional media selection, campaign operations, sales force automation, digital engagement analytics, and ROI measurement. Textbook and other readings will be supplemented by a small-group case study project that students develop throughout the term. 

Prerequisite: Marketing for Decision Making (22:630:550/586); Statistics Proficiency

22:630:615 - (3 cr)
Digital Marketing

Provides an introduction to Digital Marketing, a rapidly growing and evolving area of new media. This course examines the role of digital marketing and many of the areas this terminology has grown to encompass.

A practical approach is adopted in this course. In addition to learning fundamental constructs and principles of the digital experience, students will focus on learning tools and skills necessary for solving business problems and exploiting business opportunities. Guest Speakers and in-class exercises will be utilized to provide insights and relevancy to this swiftly expanding area of marketing.

Subjects include: eCommerce, Lead Generation, Retargeting; Web Sites, Media Planning, Branding; On-Line Advertising, Advertising Tools, Display Advertising; Digital Campaigns; Search Engine Marketing; Social Media Marketing; Mobile Media.

Prerequisite: Marketing for Decision Making (22:630:550/586; MBA Core)

22:630:641 - (3 cr)
International Marketing

Designed for those who have already acquired an introductory understanding of the international business environment. Examines the social, cultural, political, institutional, behavioral, economic, and competitive conditions that differentiate the conduct of foreign and international marketing from domestic marketing. Examines a series of specific marketing problems, tasks, and tools to prepare for approaching international marketing activity. Topics covered: international information systems and marketing research, multinational product offerings and services, promotional strategies in international marketing, exporting and importing, and detailed analysis of marketing in several nations.

Prerequisite: Marketing for Decision Making (22:630:550/586; MBA Core)

22:630:619 - (3 cr)
Managing the Pharmaceutical Sales Organization

Provides an overview of the role of the sales function within the pharmaceutical industry. Covers the sales detailing process, selection, recruitment, and training of pharmaceutical sales representatives. Sales management issues including building and structuring the sales force; sales territory allocation; determining sales targets and quotas; forming and deploying special sales forces; compensation, motivation, supervision, and evaluation of sales force are covered. Role of contract sales organizations, PBMs, managed care organizations, governments (including government regulation), and major account management is also discussed. Critical issues like data-based selling and its impact on physician segmentation, selling to primary care physicians versus specialists, and competitive intelligence are examined. The role of technology, legal issues, and eCommerce in shaping the sales function is studied, and the supporting needs of the sales force are examined. The class also includes field sales call sessions.

Prerequisite: All MBA core courses

22:630:678 - (3 cr)
Marketing Insights 

This is a capstone course for Marketing Research which combines all aspects of marketing research process in cased-based projects.  As future marketing researchers, students will be trained to integrate results from exploratory, descriptive, and causal research processes and combine both qualitative and quantitative results to make persuasive presentation of the finding.  In addition, the course will cover issues of client-vendor communication during the research process.  The course will be based on textbooks, assigned readings, case analyses, and student projects.

Prerequisites: Advanced Marketing Research (22:630:677); and at least 2 marketing electives

22:630:604 - (3 cr)
Marketing Research

Provides insight into the nature and assumptions of marketing research conducted by corporations and commercial research companies. Provides practical experience in planning and implementing marketing research. Covers the sale of marketing research in business management; survey research and questionnaire design; scientific marketing research design and planning; data collection, application of statistical analysis such as multidimensional scaling, cluster analysis, and conjoint analysis; report writing and communication of research results; and types of research purchase behavior.

Prerequisite: Marketing for Decision Making (22:630:550/586; MBA Core)

22:630:609 - (3 cr)
Marketing Strategy

Provides tools and methods essential to analyzing market based threats and opportunities, and developing, implementing, and evaluating alternative marketing strategies. Special emphasis is given to the role of marketing activities in the business enterprise and their utilization to achieve a sustainable competitive advantage.

Prerequisite: Marketing for Decision Making (22:630:550/586; MBA Core)

22:630:617 - (3 cr)
Pharmaceutical Marketing Research

Focuses on the marketing research process and steps involved in a marketing research study. Topics include secondary and syndicated research studies, qualitative techniques like focus groups, and quantitative techniques like surveys and experimental design. Data collection and statistical analysis of quantitative data will also be emphasized. Specific pharmaceutical marketing research issues like pricing, promotional effectiveness, patient and physician satisfaction, brand loyalty, pharmacoeconomics, and outcomes research will also be covered. This course will use an industry-specific consulting project model with opportunity to mine industry data.

Prerequisite: All MBA core courses

22:630:618 - (3 cr)
Pharmaceutical Product Management

Focuses on marketing issues in the pharmaceutical industry. Areas explored in the course include market analysis, market planning, new product launches, and commercialization of pharmaceutical products. Marketing of a prescription drug is examined including managing the transition from Rx to OTC switch. Marketing of both patent-protected and generic drugs and management of generic competition is studied. The interface between R & D, marketing and sales, product and brand management, pricing, distribution and retailing, and promotional issues within the pharmaceutical industry are covered. Relationship of product management with other functions is examined. Regulatory issues including labeling and advertising claims are studied. The impact of the health care environment wherein marketing takes place is also covered.

Please note that you may not take this course and Product Management (22:630:602).

Prerequisite: All MBA core courses

22:630:602 - (3 cr)
Product Management

Introduces concepts and methods used for coordinating strategy formulation and the identification and evaluation of new product opportunities; planning and organizing the process of development; testing new products and new markets; and commercialization. Special emphasis is given to issues related to supply chain, marketing and R & D. Text, cases, guest speakers.

Please note that you may not take this course and Pharmaceutical Product Management (22:630:618).

Prerequisite: Marketing for Decision Making (22:630:550/586; MBA Core)

22:630:603 - (3 cr)
Retail Management

Analyzes the retailing process, the environment in which it operates, and retail institutions and functions. Examines trends in retailing and uses a strategic profit model to scrutinize retailing strategy variables. Covers historical perspective, retailing structure and institutions, trends, strategic profit models, consumer behavior and the retail sector, franchising, retail pricing, location strategy, and retailing productivity.

Prerequisite: Marketing for Decision Making (22:630:550/586; MBA Core)

22:630:608 - (3 cr)
Sales Management

Provides the conceptual basis for addressing strategic and tactical problems of sales force management; develops ability to apply these concepts to actual situations. Topics include sales program formulation; sales force deployment and organization; field sales management; and the recruitment, selection, and training of the sales force.

Prerequisite: Marketing for Decision Making (22:630:550/586; MBA Core)

22:630:6xx - (3 cr)
Web Analytics

This course teaches web analytics through practical applications, with a focus on deriving actionable insights with web analytics.  It provides a broad overview of key web analytics strategies, concepts, issues, challenges and tools.  Topics covered include how to choose a web analytics tool.  Metrics and Key Performance Indicators.  Best ways to analyze effectiveness of blogs, marketing campaigns, SEO, SEM, emails.  How to utilize quantitative, qualitative and competitive tools to derive actionable insights.  How to optimize web sites by incorporate testing and experimentation.    How to create and manage an analytics culture for your organization.  Emerging analytics in social, mobile and video.  Best practices and pitfalls in web analytics.  Best practices on creating a data-driven culture and process.

Prerequisite: Marketing for Decision Making (22:630:550/586); Statistics Proficiency

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