Graduate Marketing Courses

MKTG 5086. Problems. 1-3 Credit Hours (Lecture: 0 Hours, Lab: 1-3 Hours).

This course offers students the opportunity to become acquainted with current research being conducted within the student's area of interest; directed reading of a number of sources selected in concert with the student's professor. Prerequisite: Approval of department head.

MKTG 5302. Services Marketing. 3 Credit Hours (Lecture: 3 Hours, Lab: 0 Hours).

An understanding of the unique characteristics of services industry, the marketing challenges created by these characteristics, the marketing tools to deal with these challenges, and the strategic issues of utilizing these marketing tools. Prerequisite: COBA 5105 or department head approval.

MKTG 5303. NonProfit & Public Sector Marketing. 3 Credit Hours (Lecture: 3 Hours, Lab: 0 Hours).

This course will examine the role and application of marketing in public and nonprofit settings. The course focuses on a conceptual understanding of the marketing discipline and marketing processes and shows how basic concepts and principles of marketing are applicable to public and nonprofit organizations.

MKTG 5308. Marketing Strategy. 3 Credit Hours (Lecture: 3 Hours, Lab: 0 Hours).

Study of the planning and coordination of marketing functions specifically related to product, pricing, promotion, and distribution strategies. Includes case analysis and presentation of results.

MKTG 5312. Sales Management. 3 Credit Hours (Lecture: 3 Hours, Lab: 0 Hours).

This course provides an understanding of how selling is critical to the success of marketing and business. Course topics include, selling principles & techniques, understanding of the ethical perspective of selling, tasks and roles of the sales manager, the management of sales professionals within an organization, developing effective ways of communications, improving sales knowledge, customers, products, and technology, determining the prospect, planning and executing the sales calls, determining the most effective ways of presentations, handling sales objectives, closing and follow up activities. The emphasis will be on building long-lasting relationships with customers through the systematic analysis and solution of customers' problems. Prerequisite: N/A.

MKTG 5315. Marketing Research. 3 Credit Hours (Lecture: 3 Hours, Lab: 0 Hours).

Provide a fundamental understanding of marketing research methods. Familiarizes students with the accurate, objective, and systematic gathering, recording, and analyzing of data about problems relating to marketing goods and services. Emphasis will be on the interpretation and use of results rather than on the mathematical derivations. The course focuses on helping students recognize the role of systematic information gathering and analysis in making marketing decisions, and develop an appreciation for the potential contributions and limitations of marketing research data. Prerequisite: COBA 5103, COBA 5105 (COB Leveling) or department head approval.

MKTG 5316. Advanced Consumer Behavior. 3 Credit Hours (Lecture: 3 Hours, Lab: 0 Hours).

This course will blend theories and applications of consumer behavior in marketing. Students are expected to adopt an integrative theoretical approach by incorporating psychological, social, cultural, and ethnic factors in the process of analyzing consumer-related marketing cases and offer viable solutions. This course will offer insights into how consumers decide, evaluate, and repurchase, how they direct their attention and form perceptions, and how they learn and change in a myriad of consumption contexts. The course will also create opportunities for students to analyze marketing cases via lens of consumer-centric theoretical frameworks. The course will guide students to integrate these frameworks in the process of investigating consumer issues and generating well-supported interventions to these issues. Prerequisite: COBA 5105 or department head approval.

MKTG 5320. Digital Marketing and Analytics. 3 Credit Hours (Lecture: 3 Hours, Lab: 0 Hours).

This course provides unique and hands-on projects from interactive platforms. Students utilize the concepts of digital marketing and applies them into applicable projects. This course creates opportunities for students to identify the function of analytics by creating, promoting, and positioning an online presence in order for them to operate in digital, marketing, or eCommerce organizations. This course assists students to understand the Digital Marketing terminology, social media marketing, paid search, search engine optimization applying to market segmentation, promotions, and specifically targeting that is frequently utilized in Digital Marketing.

MKTG 5323. Sports Marketing. 3 Credit Hours (Lecture: 3 Hours, Lab: 0 Hours).

This course introduces an overview of various aspects of sports marketing and the application of basic principles of sports marketing. It examines the world of sports as a business and will focus on attracting the ultimate customer...sports fans...in an increasingly competitive, fragmented and global service. Students will gain a deeper understanding of sports marketing through examination of the sport marketing mix of product, price, place, and promotion. Students will study current opportunities and threats facing sports and entertainment properties and trends that may impact the future of sports and its various audiences.

MKTG 5330. Brand Management. 3 Credit Hours (Lecture: 3 Hours, Lab: 0 Hours).

This course takes a consumer-centric approach to explore such questions with the goal of identifying the ingredients for building and managing inspired brands, where brand is defined as “a reputation” – departing from traditional perspectives of brand. Branding is both an art and a science, thus few branding situations have a definitive, unqualified answer as to the “right” strategy or “best” marketing approach. In this course, students are provided with insights into how profitable brand strategies can be created and the implications for brand management professionals. The class blends marketing theory and practice to provide perspective on corporate marketing and the brand management function.

MKTG 5340. New Product Management. 3 Credit Hours (Lecture: 3 Hours, Lab: 0 Hours).

Product innovation is one of the most important components in the market orientation. Most of the product/service ideas fail during, before, and after the prototype/process development stage. Although innovativeness is one of the marketing concept elements, it may be hard to reach due to the challenges in the new product procedures. This course focuses on the process whereby innovators solve consumer problems by creating new products or services. Course topics include strategic elements of product development, the new product process, opportunity identification for new products, new product idea development, concept evaluation, and testing, product protocol, designing, development, and evaluation of the final product, product launching.

MKTG 5350. Advertising Strategy. 3 Credit Hours (Lecture: 3 Hours, Lab: 0 Hours).

This course is designed to introduce the promotional strategy portion of the marketing mix. The emphasis will be on the role of advertising in the integrated marketing communications (IMC) of an organization. Attention will be given to various IMC tools used in contemporary advertising campaigns. Examination of the process by which advertising strategies are planned, developed and executed as well as the various factors and considerations that influence this process will be a focus, as well as an understanding of advertising from the broader IMC perspective. Prerequisite: COBA 5105 or department head approval.

MKTG 5354. International Marketing. 3 Credit Hours (Lecture: 4.5 Hours, Lab: 0 Hours).

A global approach to the study of comparative marketing systems, including economic, social, technological, governmental, and political environments as they affect international marketing operations. Graduate students will be required to complete an extensive research project in addition to other course requirements.

MKTG 5389. Global Marketing Practices. 3 Credit Hours (Lecture: 4.5 Hours, Lab: 0 Hours).

A study of basic international business concepts, cultural literacy, and discipline specific content are then applied to practical experiences and activities in the foreign county visited. A study abroad at the student¿s expense is required. Graduate students will be required to complete an extensive research project in addition to other course requirements. Student may complete a maximum of six hours of COBA sponsored study abroad toward degree completion. Prerequisites: Admission into a COBA graduate program and permission of the instructor.

MKTG 5391. Marketing Seminar. 3 Credit Hours (Lecture: 3 Hours, Lab: 0 Hours).

Selected topics of current importance to marketing. May be repeated for credit when topics vary.