Brand Management Concentration

Offers students an opportunity to obtain an in-depth understanding of the brand-building process amid radical changes in today's marketing communications platforms. Exposes students to concepts, frameworks, and theories critical to developing branding and advertising strategy in the twenty-first century, including brand positioning, target audiences definition, creative advertising, integrated marketing communications, the influence of social media, and assessing marketing and media effectiveness.

MKTG 6223 | 3 Hours

Examines the specific elements of marketing management, including market research, metrics, positioning, planning, and the marketing mix. Focuses on developing student skills in putting together a marketing plan based on a thorough understanding of the market. Emphasizes predicting consumer behavior, developing points of difference and parity, calibrating the different elements of the market offering, and going to market with clear performance indicators.

MKTG 6320 | 3 Hours

Offers an advanced-level experiential learning opportunity for students considering an academic career in marketing. Research may be behavioral/experimental or quantitative/analytical in nature. Engages students in multiple aspects of a research project: literature review; theory development; hypothesis generation; research design; data analysis and visualization; and developing insights for managers, researchers, and policy. Students participate in formal research training; attend weekly meetings with the faculty leads for the course; present their research; and submit a research paper at the end of the semester.

MKTG 6120 | 3 Hours

Provides an overview of the major qualitative and quantitative marketing research methodologies available to marketing managers. Explores customer relationship management (CRM) and multivariate statistical techniques including conjoint analysis, customer satisfaction, and service quality measurement.

MKTG 6210 | 3 Hours

Focuses on the challenges and decisions new-product managers face as they take ideas through the new-product-development process. Companies need to create, develop, and market new products and services continually to compete effectively in a rapidly changing environment. Provides an overview of the new-product-development process, with an emphasis on customer involvement in this process. Provides detailed insights on such topics as new-product strategy, idea generation, idea selection and evaluation, concept development and testing, product development and testing, and market testing.

MKTG 6214 | 3 Hours

Examines how both service organizations and product organizations require a distinctive approach to marketing strategy in a world where all organizations increasingly depend on service excellence and customer engagement for competitive advantage. The world economy is dominated by services; in the United States, a large percentage of the labor force and the GDP is accounted for by services. Covers why people are essential to success, why expectations are important to consumers, and how physical and virtual environments influence delivery of value to customers. This practice-oriented course focuses on active skill building and tool development that is quickly and directly applicable to students' future careers.

MKTG 6218 | 3 Hours

Focuses on the consumer as the key element of marketing strategy and application. Explores demographic, lifestyle, social, and cultural trends and their impact on consumer attitudes, motivations, and behavior. Other topics include group dynamics, family, learning, personality, and emotions and their impact on the business world. Offers an in-depth look at the consumer decision process as a model to guide the planning and evaluation of marketing strategies.

MKTG 6226 | 3 Hours

Introduces how to measure, analyze, and evaluate the profit impact of marketing actions (MAP) by bringing together marketing, strategy, and finance. Your organization is going to spend millions on a new marketing or strategic initiative, but how will you know if it is working? Marketing performance measurement and feedback systems enable managers to take smarter risks by assessing experimental projects and forecasting the profit potential of bigger, bolder initiatives. Offers students an opportunity to explore systems that summarize marketing productivity and suggest steps for performance improvement in marketing strategy and tactics.

MKTG 6230 | 3 Hours