Courses

Focuses on the strategic and decision making aspects of marketing communication from a managerial perspective. Increases students' understanding of specific decision elements within an integrated marketing communications framework. Topics include promotional objectives, agency relations, media selection, budgeting, and advertising research. Also explores relevant advertising models and the economic and social effects of promotional activity. Prereq., MBAC 6090. Prerequisites: Restricted to Master of Business Admin (MBAD), MBA with Dual Degree (DMBA), Joint Juris Doctor/MBA (JMBA) or Professional MBA Program (PMBA) majors only.

Focuses on the strategic and decision-making aspects of marketing communication from a managerial perspective. Designed to increase students' understanding of specific decision elements within an integrated marketing communications framework. Topics covered include promotional objectives, agency relations, media selection, budgeting, and advertising research. Explores relevant advertising models and the economic and social effects of promotional activity. Prereqs., MBA core courses.

Marketing strategy is a critical managerial activity that recognizes the importance of a strong market focus and the delivery of superior customer value as bases for long term financial success. This course examines key elements of successful marketing strategy including optimal market definition, strong segmentation and positioning approaches, high levels of customer satisfaction, and effective management of critical exchange relationships.

Market Intelligence is a marketing decision-oriented course geared toward gathering, analyzing, and interpreting data about markets and customers for both products and services. It is for managers as users of market information across marketing management, consulting, general management, and entrepreneurship to address problems of market selection, segmentation, positioning, new products, customer value and retention, pricing, communication, channel, etc. Prereq., MBAC core courses.

Provides students with a better understanding of the new-product development process, highlighting the inherent risks and different strategies for overcoming them. Using a combination of lectures, cases, and a project, this course will examine the process of designing, testing and launching new products. Prereqs., MBA core courses.