Marketing/CRM Course List
MKTG 6140/8140
CUSTOMER RELATIONSHIP MARKETING
3 hours.
This course discusses the scope of customer relationship marketing strategies and programs and introduces business models that are appropriate for this purpose. It also examines the strategies and tactics involved in the evolution of a firm’s customer relationship marketing program from its current marketing activities. This course introduces the concept of customer lifetime value and discusses various customer relationship forms that are appropriate in the information age.
Ph.D. students enrolled at 8000 level will be assigned additional readings and required to complete a research paper that is suitable for submission to a marketing academic journal or conference.
MKTG 8790
INTEGRATED MARKETING/CRM SEMINAR
3 hours.
MKTG 6150/8150
CRM ANALYTICS
3 hours.
Today’s business environment has created new challenges and opportunities for marketing executives to utilize cutting-edge methods and emerging technologies to meet the ever-intensifying demand for analytics and intelligence-driven decisions. This course leverages the power of marketing and CRM analytics, data mining and business intelligence, customer behavior modeling and their strategic applications. This course focuses on creation and management of profitable long-term relationships with customers with an emphasis on the use of CRM analytics and marketing intelligence in researching, selecting, entering, and competing in global markets. This course will have a strong hands-on methodological orientation with emphasis on applications involving real customer data.
Ph.D. students enrolled at 8000 level will be assigned additional readings and required to complete a research paper that is suitable for submission to a marketing academic journal or conference.
MKTG 6220/8220
INTEGRATED MARKETING COMMUNICATION
3 hours.
For-profit and not-for-profit organizations, large and small, are increasingly using marketing communications to achieve desired changes in consumer attitudes and behaviors. Instead of developing separate campaigns for advertising, sales promotion, direct marketing, event sponsorship, personal selling and public relations, companies are realizing the benefits of integrating their marketing communication efforts to achieve synergistic and superior results. Whereas the individual promotion tools will be examined, the focus will be on the integration of these tools. Also, covered are the Internet and other developments in communication technology. Using cases, lectures, mini-projects, discussions, guest speakers and extended team project, students will come away with an appreciation of the integration issues and challenges and the skills to plan, manage and implement successful marketing communication programs.
Ph.D. students enrolled at 8000 level will be assigned additional readings and required to complete a research paper that is suitable for submission to a marketing academic journal or conference.
MKTG 6230/8230
DIGITAL MARKETING PROCESSES AND VIRTUAL VALUE NETWORKS
3 hours.
Course will examine how marketing processes can leverage e-commerce opportunities to create greater customer value in relational and transactional exchanges and to build virtual value networks spanning functional, organizational and geographical boundaries.
Ph.D. student enrolled in MKTG 8230 will be assigned additional reading and required to complete a research paper that is suitable for submission to a marketing academic journal or conference.
MKTG 6250
STRATEGIC ACCOUNT MANAGEMENT
3 hours.
The focus of this course is on Key, Major and Strategic Account Selling. The process of sales planning and account strategy for strategic accounts will be emphasized. The course will employ role plays and live cases to develop the skills and theoretical frameworks for developing major accounts. The course will emphasize account management skills and policies, including managing relationships and servicing key accounts.
MKTG 6310/8310
MANAGING INNOVATION AND PRODUCT COMMERCIALIZATION
3 hours.
This course is designed to provide an understanding of how new products and servers are designed and commercialized. This course will take a strategic and managerial perspective defining how to best plan, lead, and develop the processes of managing innovations and new products/services. Topics to be covered include innovation strategy, new technology management, new product/service development process, managing different new product/service projects, patent management, commercializing patents and inventions, and managing new product commercialization process.
Ph.D. students enrolled in MKTG 8310 will be assigned additional readings and required to complete a research paper that is suitable for submission to a marketing academic journal or conference.
MKTG 6320/8320
STRATEGIC BRAND MANAGEMENT
3 hours.
This course will address the strategic importance of branding and will focus on the design and implementation of marketing programs and activities to build measure and manage brand equity. Theories and strategies for building, leveraging, and defending brands will be covered. Principles of consumer behavior and how they relate to building brand identity and brand equity will be explored with emphasis on improving brand managerial decision-making. Current challenges and opportunities of brand management will also be discussed. Using cases, lectures, discussions, guest lectures and extended term project, the course will prepare students to lead a brand-centered marketing team in the consumer products or services industry and will equip students with the concepts and the techniques to improve the long term profitability of their brand strategies.
Ph.D. students enrolled at 8000 level will be assigned additional readings and required to complete a research paper that is suitable for submission to a marketing academic journal or conference.
MKTG 6330/8330
APPLIED MARKETING RESEARCH
3 hours.
The course focuses on managerial applications of marketing research techniques including design, analysis and interpretations of marketing research studies and is designed to help managers recognize the role of information gathering and analysis in making better decisions. The course covers identification of management information needs, evaluation of alternative sources of information, techniques of data collection, and presenting results. The course should help the student evaluate research proposals and findings, and interpret pertinent data. Students will also develop skills in obtaining and using customer input for marketing communications, customer service decisions, product design, etc. The techniques will be applied in a team project; field research and management report are expected.
Ph.D. students will be assigned additional readings and are required to complete a research paper that is suitable for submission to a marketing academic journal or conference.