MS in Marketing

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Typical Plan of Study—MS in Marketing

Year One
FallBUKD-C520Quantitative Analysis3
FallBUKD-C570Strategic Marketing Management3
WinterBUKD-C521Managing Accounting Information for Decision-Making3
SpringBUKD-M550Consumer Insights3
SpringBUKD-C572Applied Marketing Research3
SummerBUKD-M544Advertising and Promotion Management
Note: Also offered in winter as an Immersion
SummerBUKD-M594Marketing Strategies for Emerging Markets3
SummerBUKD-M501Marketing in the Era of Digital Technology3

Year Two
FallBUKD-M574Performance Driven Pricing3
WinterBUKD-C574Business Marketing Strategy and Management3

Total Credits for Program: 30

Note: Course schedule and term offerings subject to change.

BUKD-C520 Quantitative Analysis (3.00)

In this course, we enhance the students basic statistical and mathematical modeling skills covering the following topics: 1. probabilistic decision making, 2. regression analysis, 3. forecasting 4. simulation models and 5. optimization modeling with the EXCEL Solver. 

BUKD-C521 Managing Accounting Information for Decision-Making (3.00)

Provides a user-oriented understanding of how accounting information should be managed to ensure its availability on a timely and relevant basis for decision making. The first part of the course reviews financial accounting and reporting while the second part of the course focuses on cost-benefit analysis for evaluating the potential value-added results from planning, organizing, and controlling a firm’s accounting information. The use of cases, forum discussions, and computer support is used extensively. 

BUKD-C570 Strategic Marketing Management (3.00)

An introduction to the process of creating a market-driven organization. Specific topics include marketing strategy, market research and analysis, and the development of products and services, pricing, distribution and promotion. The course employs lecture, classroom discussion through threaded discussion forums, case analysis and field research projects. 

BUKD-C572 Applied Marketing Research (3.00)

The basic objective of this course is to develop the student’s understanding of marketing research as it applies to marketing decision making.  The course covers principles of qualitative, experimental and survey research designs, secondary and syndicated data sources, questionnaire designing, and basic analysis.  The major focus will be on the tools used to properly collect market research information.  Students will also be expected to carry out a marketing research project based on these principles. 

BUKD-C574 Business Marketing Strategy and Management (3.00)

This course focuses on the unique techniques required to successfully market products and services to an organizational buyer rather than individual consumers or households.  Organizational customers can include “for profit” businesses, governmental bodies and “not-for-profit” institutions.  The major components of the course include: organizational buyer behavior, designing and managing profitable distribution channels, value pricing, negotiation strategies, integrated marketing communication tactics and sales resource management.  Students will build business-to-business marketing expertise by discussing cases that provide insightful analyses and strategic solutions to complex problems.

BUKD-M501 Marketing in the Era of Digital Technology (3.00)

This course is based on the premise that marketing is undergoing profound and rapid change in the digital era. The course will deal with the way that marketing has leveraged technology to facilitate exchange between buyers and sellers and among customers themselves new ways. Topics that will be covered in this course include online retailing (or e-tailing), behavioral targeting based on buyer profiles, integrated advertising strategy that capitalizes on digital capabilities, the pricing function in a digital era, the role of social networking, and the rapid emergence of smart phones and their role in mobile marketing. The course will involve readings, online discussion forums, and a required project. Examples of possible projects include the creation of an integrated advertising and promotion campaign, defining the basis for a social network and related interactions, devising an online retailing site, or designing a customized sales program aimed at key clients. The course is designed to create an in-depth understanding of a wide range of digital concepts and to develop related capabilities in the digital world of marketing.

BUKD-M544 Advertising and Promotion Management (3.00)

Note: The winter offering of this course is an immersion.

This course is concerned with strategic approaches to managing advertising and sales promotion programs. Topics include selecting target audiences; setting program objectives; developing and implementing creative strategies, and judging creative media; use of sales promotion tools; testing, evaluating, and revising advertising and promotion programs. The marketing management context of advertising and sales promotion: roles and objectives of promotion programs; agency/client relationships; the strategic focus of promotion programs; appropriating, budgeting, and allocating resources; the advertising/sales promotion planning process. Analyzing target audiences and setting communication and action objectives. Developing creative strategies: strategic considerations in creative development; strategy research for assessing efficiency. Media strategy, scheduling, and vehicle selection: reach & frequency relationships; selection of primary and secondary media; the concept of minimum effective frequency; evaluating media vehicles; scheduling media; adapting media plans to specific geographic settings. The strategic use of sales promotion: setting action and communication goals; the interaction of sales promotion with advertising, distribution, and price; target audiences and objectives for sales promotion; interactions among trade, retail, and consumer sales promotion; techniques and tools of trial and loyalty in consumer sales promotion

Learning Outcomes for the Course

Upon successful completion of the course, students are able to develop competitive marketing strategies and persuasive messages, as well as how to select the appropriate media vehicles for delivering them. Students are able to comfortably discuss the activities of professionals in advertising and promotion management and students are able to demonstrate knowledge of relevant terms, concepts, principles, and popular theories through a variety of activities and real-world projects. 

BUKD-M574 Performance Driven Pricing (3.00)

The first part of the pricing course examines conceptual and analytical issues in buyer price sensitivity. Knowledge of buyer price sensitive must underlie every pricing decision. We will learn a variety of techniques for measuring buyer price sensitivity and use this knowledge to drive pricing decisions.

The second portion of the pricing course examines approaches how firms can improve performance through realizing higher prices. Gaining pricing power is of paramount importance to most marketers as rising raw material costs and enhanced competitive pressures are placing tremendous pressure on gross margins. We will establish when conditions are favorable for greater price realization and learn techniques for raising prices that do not alienate the customer (too much).

The third component of the pricing course examines approaches that enable firms to build their performance through lower prices. In many situations lower prices are effective tools for increasing sales, revenue, and share. Plus, lower prices can create barriers to entry in markets and build customer loyalty. However, price reductions are the most abused practice in pricing and can devastate a firm’s value proposition, segmentation effort, and profitability if not handled correctly. Analytical tools are offered to help you assess and manage the price reduction process. 

The fourth component of the pricing class pertains to setting prices for new products. Because historical data does not exist for new products, different approaches must be employed. We will discuss several practical approaches for setting prices for new products, including value-based pricing. Value-based pricing argues that customers who value our products more should pay more than customers who value our products less. The issues in value-based pricing are twofold: 1) how to assess customer value and 2) how to link value to price.  An analytical value-based tool will be employed in class to help us pursue a value-based pricing approach.

The pricing knowledge and tools you will gain from the class are applicable to both B2C and B2B contexts. Channel issues complicate the pricing picture but we will gain some insights on how to price throughout the channel.    

BUKD-M594 Marketing Strategies for Emerging Markets (3.00)

Emerging markets produce more than half of world output based on purchasing-power parity and account for more than half of annual increase in global GDP. The biggest emerging economies show steady growth. Corporate giants enter markets from the high end and tend to be involved in marketing only to the world’s richest economies. This will change. Companies must be prepared for the opportunities that exist in emerging markets. This requires an understanding of the key factors and differences between entering emerging markets versus established markets. This course will aid students in understanding how to best develop strategies for emerging markets. Students will discover key facts about emerging markets as a whole as well as how to develop a strategy for marketing in a particular developing nation.

BUKD-M550 Consumer Insights (3.00)

The purpose of this course is to provide you with a structured approach to gaining insights about customers and their behavior.  Gaining insights implies a deep knowledge of customers which can be used in the design of appropriate strategies to help develop and sustain a competitive edge.  The course will focus on gaining an in-depth understanding of customers and their behavior, by answering these inter-related questions: (1) What are consumer insights and why are they important? (2) How do we develop a deeper understanding of customer segments? (3) How do we delve deeper into customer needs? (4) How do we gain insights into how customers make buying decisions?  These are critical questions asked by marketing managers across different firms. Our approach will focus on structuring potential answers to these questions, and how these answers may differ across industries. Further, we will also apply this approach to specific industries, in order to gain a deeper understanding of consumers. Hence, the overarching goal of this course is to develop consumer insights as the basis for sound marketing strategies.

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