Curriculum: Master of Science in Marketing

July 31, 2021
32 credit hours
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curriculum icon Curriculum at a Glance

The MS in Marketing program provides students with an innovative and specialized academic curriculum that covers a wide range of marketing topics. Required classes include Buyer Behavior, Marketing Ethics, and Data Analysis. Students receive in-depth training and experience in all areas of marketing, including:
Market research
Buyer behavior
Product management
International issues

Experience-based learning is an integral component of the Online MS in Marketing program. Real-world field-study experiences provide students with the opportunity to acquire practical, hands-on knowledge to establish or further their careers in the marketing profession.

Marketing Research for Managers

Explores the role of marketing research in marketing management. Students do hands-on assignments to develop their understanding of methods for designing and implementing marketing research projects, including collecting, analyzing, and summarizing data pertinent to solving marketing problems. Developing experience in key aspects of marketing research is stressed.

Buyer Behavior

Consumer behavior is the study of human responses to products, services, and the marketing of these products and services. The topic is of critical importance to managers because the focus on the consumer is the key contribution of marketing to business practice; other business functions (e.g.,finance, accounting, production) ignore the consumer. Managers who really understand the consumer develop better products and services, and also market their products and services more effectively.

Marketing Ethics

This course is designed to provide MS/MBA students with a broad, practical overview of ethical issues in marketing. Drawing from moral philosophy and cognitive psychology, students will acquire and refine analytical and managerial decision-making skills through the application of ethical principles to moral dilemmas represented in case examples. The primary emphasis of this course is on managerial decision-making. A central theme of this course is that good decisions are informed by a thorough understanding of the subjective biases to which individual human judgments and group decisions are prone.

International Marketing for Managers

MKTG 7031 is a text, case, and country-based exploration of key aspects of international marketing: foreign entry, local marketing and global marketing.

Marketing Strategy for Managers

This course aims to develop a conceptual framework for strategic planning and introduce a handful of analytical tools. Importantly, strategy involves wrestling with knotty problems and testing solutions in a group context. Therefore, we develop descriptive familiarity and some analytical prowess around real problems and develop vital points of reference we can utilize in future, analogous circumstances. We analyze marketing cases that pivot on substantial, contemporary issues involving branding, market selection, business definition, program development and management, among others.

Master of Science in Marketing Capstone

At UC's College of Business, the MS/Marketing Capstone faculty supervisor solicits proposals for projects from organizations (for-profit and not-for-profit) based on participating students' general areas of interest. After the project proposals are previewed and rated by students, the faculty supervisor assigns each student to a project for a five-month learning experience in which students address real marketing problems provided by various client organizations. The scope of these projects centers on any of the following: marketing planning, marketing research,branding and brand architecture initiatives, distribution or channel assessment/ alignment, customer relationship management (CRM) strategies and implementation, analysis of potential marketing initiatives, marketing for non-profits, healthcare marketing, new product development initiatives, and sports marketing. The prime objective of this course is to produce a "win-win"situation for students and clients: these assignments should prove to be valuable "real-world" learning experiences for students, and it is expected that each student will provide a valued output for the client organization.

Career Management

Designed for Graduate Business students to assist them in their job search. Covers such topics as your elevator speech, practice interviewing, resume construction and salary negotiations.

Systematic Innovation Tools

This course focuses on how to create value and growth through innovation in new and existing markets. Students will learn the skills of innovation and how to apply those skills within the context of a marketing strategy framework. Students will apply innovation methods across the entire marketing management continuum including strategy, segmentation, targeting, positioning, and the 4P's. The course will be taught using interactive workshop methods and techniques throughout. Students will first experience these facilitation techniques while learning innovation.They will then learn and practice these techniques so that they can apply them routinely throughout their graduate experience and beyond.

Professional Sales

The course is designed to enable the student to increase his/her understanding and competence in professional selling through a combination of discussions, exercises, role playing, and a simulated sales presentation. The course will also help students understand the role of professional selling within the context of the marketing and promotional mix of the firm, and guide students in their understanding of the principles of professional selling.

Consumer Insights

The class focuses on the method, theory, and practice of consumer research designed to uncover consumer insights. The goal of the class is to learn the skills necessary to plan and execute a qualitative research project that will lead to actionable consumer insights. Students will complete a project and may be asked to sign a non-disclosure agreement.

New Product Development

Students will study the process of market analysis, customer needs assessment, new product concept development, and market launch strategy.

Design Thinking for Business

This course introduces design thinking as a business problem solving approach. It overviews design thinking techniques and has hands on practice applying these to classic business challenges. It fosters creativity and teamwork in the increasingly ambiguous business world in which today's business leaders must compete.

Advertising and Marketing Communication

The purpose of this course is to introduce students to elements of advertising and promotion.The course is designed from the perspective of managers who will need to make decisions about marketing communications programs. Topics covered include: setting objectives, positioning, target audience selection, creative strategy, media strategy, advertising research and evaluation. The marketing communications program is seen as one part of the overall marketing mix. The material covered in the course is relevant for all types of organizations (large, small, public, or private).

Influence Strategies

Social influence refers to the attempt of one party to gain compliance from another party. It is a universal feature of human existence and widely practiced by sellers. This course will examine principles of social influence and their applications in marketing. Based on noted psychologist Robert B. Cialdini's authoritative book "Influence: Science and Practice" students will learn the psychological secrets underlying powerful persuasion techniques used by advertisers, sales professionals, direct marketers, politicians, religious cults, and others.

Digital Marketing Tools

This course explores use of digital technologies as they are used for the marketing, selling, and the distribution of goods and services. New developments unfold rapidly in this arena, hence course content changes as appropriate. The goal is to develop an understanding of the opportunities and limitations of digital tools for marketing and how these tools support marketing strategy.

Branding Strategy

This course will explore a range of issues related to the strategic management of Brands including an overview of Brands and Brand Management, brand equity/brand positioning, designing and implementing Brand strategies, and managing Brand Equities across geographic boundaries. Emphasis will be on applying the Strategic Brand Management theory to practical application/case studies. The class will focus on Strategic Brand Management principles which are relevant across a wide range of Branding situations (consumable and non-consumable products, services, retail outlets,people, organizations, places, and even ideas like a political or social cause).

Sales Management Strategy

In the 50s and 60s Marketing was perceived to be largely a Sales function. As Marketing permeated the way it has, in the past twenty years, the Sales function has merely become a component of Marketing. It is considered an integrative component of Marketing since it is the one that translates plans/programs into results/revenues. It converts the potential into actual. As a focal point, Sales Management is considered indispensable particularly to those who wish to develop a marketing career. Sales people benefit first, from the implementation of the marketing programs to achieve goals and, second, from the exposure to the "customer"- the market. So, therefore, experience in Sales is essential not only for better understanding the market and the various tools of marketing but also for developing a solid background necessary for climbing up the latter to the corporate executive ranks.

Retailing Strategy

This course gives an overview of the retailing industry with an emphasis on the cutting edge strategies, technologies and success stories by major retailers originating in the U.S. and beyond. The course introduces retailing from both theoretical and managerial perspectives, with a special emphasis on the most current developments in the industry. Major topics covered include the basic principles of retailing, retailing research,winning strategies of successful retailers (including use of store atmospherics, customer service, CRM and technology) and their success stories, as well as the rampant globalization of the retailing industry.

Current Issues & Tools 3

This course explores selected and timely topics in depth. Focus of this course will publicized prior to each offering.

Marketing Special Topics

This course explores selected and timely topics in depth. Focus of this course will publicized prior to each offering.

Marketing Foundations

The purpose of this course is to provide students with a foundation in Marketing. Concepts such as segmentation, targeting, positioning, customer and market analysis, and basic marketing planning will be introduced. This course cannot be used as an elective for Linder College of Business master's students.

Foundations in Economics

This course provides an introduction to the fundamentals of economics at the graduate level for students without previous economics coursework. Students will be exposed to the essentials of both microeconomics and macroeconomics. Microeconomics topics to be discussed include the supply and demand mechanism,how markets are affected by regulation and taxation, costs of production, and how market structure affects outcomes. Macroeconomic topics to be discussed include the fundamental measures of the aggregate economy, the sources of economic growth, explaining short-run fluctuations in economic activity, and how government policies can affect these fluctuations. A particular focus will be to understand how fundamental economic principles at both the micro and macro level can affect companies, investments, industries, and national economies. This course may not be used as an elective course for Lindner College of Business Master's programs.

Foundations in Accounting

This course educates students in the fundamentals of finance and accounting. The methods covered are used extensively throughout the MBA program. Topics include: the accounting process that results in the preparation of financial statements for external users, techniques for analyzing a basic set of financial statements, using accounting information to support management decisions, and using time value of money techniques to evaluate capital asset decisions. (MS Accounting students cannot earn credit by taking this course.) This course cannot be used as an elective course for Lindner College of Business Master's programs.

Data Analysis

Introduction to data analysis and statistical methods with focus on practical decisions using quantitative models in a spreadsheet environment. Topics include sources of data, descriptive and graphical statistical methods, probability, distributions, sampling and sampling distributions, estimation, confidence intervals, and hypothesis testing. This course may not be used as an elective course for Lindner College of Business Master's programs.

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